中小城市居民网络购物行为特征与感知风险——以安徽省芜湖市为例  

Characteristics and Perceived Risk of Online Shopping Behavior of the Medium and Small-sized Cities Residents——A Case Study of Wuhu City,Anhui Province

作　　者：周佳雨 杨成凤 姜丽丽[1] 许岭怡 Zhou Jiayu;Yang Chengfeng;Jiang Lili;Xu Lingyi(School of Geographical Science,Harbin Normal University,Harbin 150025;School of Geography and Tourism,Anhui Normal University,Anhui 241000)

机构地区：[1]哈尔滨师范大学地理科学学院,哈尔滨150025 [2]安徽师范大学地理与旅游学院,安徽芜湖241000

出　　处：《北方经贸》2023年第5期36-43,共8页Northern Economy and Trade

基　　金：黑龙江省自然科学基金联合引导项目(LH2019D009);国家自然科学基金青年项目(41801112);安徽省自然科学基金项目(1908085QD148)。

摘　　要：伴随着互联网技术的发展,网络购物为居民提供便利并创造了与实体购物不同的购物体验,使居民的购物行为呈现出新特点,但也存在产品、隐私、经济、配送、服务和心理等方面的风险。基于629份问卷调查数据,分析不同社会经济属性,在当前海淘和网红带货影响下居民的网购行为特征以及居民对其风险感知状况,将为网店经营者提供参考。研究发现:芜湖市居民总体参与网购比例高,高学历青年居民是网购主力,偏好服饰类和食品类商品;社会经济属性不同的居民在网购频率和网购类型上有显著差异;海淘和网红带货对网购行为的影响主要体现在购物类型上;普通网购居民、参与海淘居民以及参与购买网红带货商品居民的感知风险存在差异。With the development of Internet technology,online shopping provides convenience for residents and creates a shopping experience that is different from physical shopping,making residents'shopping behavior show new characteristics,but there are risks in terms of products,privacy,economy,distribution,service,and psychology.Based on the data of 629 questionnaires,this paper analyzes the characteristics of residents'online shopping behavior under the influence of different social and economic attributes,current overseas shopping and online shopping,and residents'risk perception status,so as to provide reference for online shop operators.The study found that:Wuhu residents have a high proportion of online shopping in general,and young residents with high education are the main force in online shopping,preferring clothing and food products;There are significant differences in the frequency and type of online shopping among residents with different socioeconomic attributes.The influence of online shopping and online shopping on online shopping behavior is mainly reflected in the type of shopping;There are differences in the perceived risks of ordinary online shopping residents,residents participating in overseas shopping,and residents who participate in purchasing goods with online celebrities.

关 键 词：网络购物 购物行为特征 风险感知 芜湖市 

分 类 号：F713[经济管理—产业经济]