兰州市居民购物行为的决策因素  

Factors Affecting Shopping Behaviors of the Residents in Lanzhou City

作　　者：刘爱文[1] 赵雪雁[1] 张文婷[2] 

机构地区：[1]西北师范大学地理与环境科学学院,兰州730070 [2]西北大学城市与环境学院,西安710127

出　　处：《地理科学进展》2011年第2期171-178,共8页Progress in Geography

基　　金：国家自然科学基金项目(40971291);教育部科学技术研究重点项目

摘　　要：本文利用兰州市居民购物行为调查问卷,从不同类型商品和不同商业中心出发,分析影响居民购物决策的因素。一方面,通过构建购物信息渠道多样化指数、购物决策因子评价指数分析影响居民选购不同类型商品的因素;另一方面,通过构建商业中心地认知指数、购物因子评价指数,分析了影响居民选择不同购物中心的因素。研究结果显示:①购物信息的获取因商品等级不同而表现出不同的渠道,商品等级越高,购物信息渠道越单一;②影响居民选购不同类型商品的因素不同,各种因子评价指数因商品等级的提高而显示出递增或递减的规律性变化;购买不同类型商品的决策因子各不相同,随着商品等级的提高,商品知名度和质量指数也逐渐升高,而可达性因素逐渐降低,心理因素评价指数也随之提高;③居民对不同商业中心的认知水平不同,影响居民选择不同商业中心的决策因素不同,传统的商业中心由于交通、认知等优势,在兰州市居民购物决策活动占据主体地位。For different types of goods and different commercial locations, the factors that affect shopping decision-making are analyzed through the survey questionnaires on the shopping behaviors of residents in Lanzh＇ou City. By building diversification index of shopping information channels and assessment index of shopping decision-making factors, the factors that affect residents＇ behavior of purchasing different types of commodities are assessed. We analysed the factors affecting the decision-making in different commercial centers by the cognitive index of commercial centers and the evolutional index of shopping factors. We concluded that： （1） the acquisition of shopping information for different products has different channels, and the higher the commodity quality, the less the channel to have shopping information. Factor evaluation index shows regular changes of increasing or decreasing, accompanied by the changes of commodity quality; （2） the decision to purchase different types of goods is affected by different factors, and when the quality of goods improves, the visibility and quality index of goods increases gradually, the accessibility gradually decreases and the psychological factors evaluation index also increases; （3） residents have different cognitive levels to different commercial centers and are affected by different decision-making factors to choose different commercial centers. The traditional commercial centers, due to transportation and cognitive advantages, occupy the dominant positions in Lanzhou City.

关 键 词：兰州市 居民购物行为 决策因素 

分 类 号：F713.52[经济管理—市场营销]