广州市居民网络购物频率的影响因素及其空间差异  

Influencing Factors of Online Shopping Frequency of Residents and Spatial Differences of These Factors in Guangzhou City

作　　者：邓清华 薛德升[1] 龚建周[2] Deng Qinghua;Xue Desheng;Gong Jianzhou(School of Geography and Planning,Sun Yat-Sen University,Guangzhou 510275,Guangdong,China;School of Geographic Sciences,Guangzhou University,Guangzhou 510006,Guangdong,China)

机构地区：[1]中山大学地理科学与规划学院,广东广州510275 [2]广州大学地理科学学院,广东广州510006

出　　处：《地理科学》2020年第6期928-938,共11页Scientia Geographica Sinica

基　　金：国家自然科学基金项目(41201103)资助。

摘　　要：基于广州市居民网络购物行为调查问卷和电子地图兴趣点(POI)数据,从全市和不同区位2个空间尺度,运用有序多分类Logistic回归模型探讨了个人社会经济属性、商品特征、空间环境及物流快递4类因素对居民网购频率的影响。研究发现:①影响因素在不同空间尺度和不同区位产生作用的因子个数、作用强度和作用方向存在差异。影响因子数量在全市域范围最多,远郊区最少。各因子总体上在近郊区和全市域作用强度大,在远郊区最弱。退货服务重要性在近郊区和中心区作用方向相反;②部分空间环境因子对网购频率有影响,城市化水平、商业中心可达性在全市域范围有影响,居住地城市化水平越高、离商业中心距离越近的居民网购频率越高,支持了创新扩散假说。快递点数量在中心区有影响,居住地快递点数量越多的居民网购频率越高。其它空间环境因子没有显著影响。③个人社会经济属性因素对网购频率影响较大,性别、年龄是最重要的影响因子,其次是学历、职业,月收入影响最小。商品特征、快递物流因素各因子在不同区域对网购频率产生较大影响。Online shopping has now become an important channel for residents to shop.To clarify the influencing factors of online shopping behavior is helpful to the formulation of e-commerce development strategy and the layout planning of physical business.Based on 1156 online shopping behavior questionnaires of Guangzhou residents on November 2015 and March 2016 and the data of Point of Interest(POI)in 2016,this article explores the influence of 4 factors including 17 indicators on the online shopping frequency:personal socioeconomic attributes,commodity characteristics,spatial environment and logistics express delivery,by using ordinal logistic regression model from whole city and different locations of Guangzhou.The results show that:1)There are differences in the number,intensity and direction of influencing factors in different spatial scales and locations.The number of influencing factors is the largest in the whole city and the least in the outer suburbs.The effect of each factor is strong in the inner suburb and the whole city,but weakest in the outer suburb.The importance of return service plays an opposite role in the inner suburb and the central area.2)Some spatial environmental indicators have an impact on the online shopping frequency.Urbanization level and accessibility of commercial centers have an impact on the whole city.Residents in higher urbanization level region and closer to the commercial center have higher online shopping frequency,which supports innovation diffusion hypothesis.The number of express delivery points has an impact on the central area.Residents with more express delivery points in residential areas have higher online shopping frequency.Other spatial environmental factors have no significant impact.3)Personal socio-economic attributes have greater impact on the online shopping frequency than spatial environmental factors.Gender and age are the most important indicators,followed by education,occupation and monthly income.Women,young people,highly educated,uppermiddle income residents hav

关 键 词：网购频率 兴趣点 有序多分类Logistic回归 广州市 

分 类 号：K902[历史地理—人文地理学]