商圈视角的网络购物对实体零售影响:替代抑或互补  

The Research on the Influence of E-shopping on In-store Shopping from the Angle of Trading Area:Substitutes or Complements

作　　者：李靖华[1] 曾锵[1,2] LI Jing-hua;ZENG Qiang(School of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China;School of Management,Zhejiang Shuren University,Hangzhou 310015,China)

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]浙江树人大学管理学院,浙江杭州310015

出　　处：《商业经济与管理》2018年第4期5-15,共11页Journal of Business Economics

基　　金：浙江省科技计划软科学项目(2017C35076)

摘　　要：网络空间对传统地理空间的影响一直受到地理学视角的关注,网络购物对实体零售的影响一直是这一视角的焦点研究论题。文章在文献梳理的基础上,引入商圈概念,从商圈视角对网络购物对实体零售的影响进行了研究。研究发现从网络购物态度来看,网络购物对实体零售存在微弱的替代效应,而从网络购物行为来看,网络购物对实体零售存在较为明显的互补效应,证实了替代效应和互补效应的同时存在。文章的主要贡献在于通过有地理意义的商圈视角对网络购物对实体零售影响进行了研究,影响的替代效应和互补效应获得了地理意义上的直观呈现和深刻刻画,替代效应和互补效应的同时存在获得了地理意义上的证实。The influence of network space on traditional geographical space has attracted academic attention from the perspective of geography.The influence of online shopping on in-sore shopping has always been the focus of this research.Based on literature review and by introducing the concept of trading area with geographical meanings,this paper conducts the research of the influence of online shopping on in-store shopping from the angle of the trading area.Results show that online shopping has weak substitution effect on in-store shopping from the angle of online shopping attitude and obvious complementary effect from the angle of online shopping behavior,which confirms that substitution effect and complementary effect is coexistent.The main contribution of this paper is to study the influence of online shopping on in-store shopping from the perspective of the trading area with geographical meanings,substitution effect and complementary effect has been presented and portrayed in a geographical sense.The simultaneous existence of substitution effect and complementary effect have been confirmed in the geographical sense.

关 键 词：商圈 网络购物 实体零售 替代效应 互补效应 

分 类 号：F717.6[经济管理—产业经济]