成都市居民网络消费行为特征分析——基于O2O与C2C电子商务的对比视角

Analysis on characteristics of E-shopping behavior of Chengdu residents——Based on comparative observation on O2O and C2C

基于问卷调查数据,采用线性回归、因子分析等方法,对比探讨了成都市居民O2O(Online to Offline)和C2C(Consumer to Consumer)网络消费的行为特征。结果表明:(1)城市居民在进行网络消费时受到性别、年龄、家庭周期、职业等因素的影响,享受购物过程、节约成本、方便快捷等动机明显。相对O2O网络消费方式,C2C网络消费方式受年龄、职业、住房条件等因素的限制较小。(2)居民对网络消费方便快捷类影响因子和成本节约影响因子赞同度较高,在一定程度上冲击了传统商业理论。相较于O2O网络消费方式,C2C网络消费方式更倾向于降低出行空间距离、节约时间成本,对空间、时间敏感性较大。

Based on the questionnaire survey data, using linear regression and factor analysis method to compare the characteristics of E-shopping behavior of residents in Chengdu. The results show that:(1) Residents are influenced by gender, age, family period, occupation and so on and show obvious motivations including enjoying the process of shopping, cost savings, convenience when doing E-shopping. Compared with O2 O,C2 C is less limited by age, occupation and housing conditions.(2) Residents are in favor of convenient factors and cost saving factors, which impacts the traditional theory of business partly. Compared with O2 O, C2 C tends to reduce distances and save time-costs, and in a state of higher sensitivity of space and time.