中国外卖O2O电子商务的空间扩散与渗透——兼论技术扩散假说与效率假说的适用性

基于"饿了么"网站获取中国287个地级市的外卖O2O(onlineto offline)数据,通过构建外卖O2O扩散指数和渗透指数来表征中国地级市外卖O2O电子商务发展水平和发育程度,从宏观尺度探究外卖O2O电子商务的空间发展逻辑,并对技术扩散假说和效率假说的适用性进行验证.结果表明:①整体上中国外卖O2O电子商务扩散...

Spatial diffusion and penetration about the takeaway O2O e-commerce in China:Feasibility of innovation diffusion hypothesis and efficiency hypothesis

On the basis of " Eleme" website to obtain the takeaway O2O (online to offline) data of 287 prefecture-level cities in China, we construct the takeaway O2O diffusion index and penetration index to characterize the development level and development degree of the O2O e-commerce for takeaway in prefecture-level cities of China, explore the spatial development logic of takeaway O2O e-commerce from macro scale, and verify the applicability of technology diffusion hypothesis and efficiency hypothesis. The results indicate that: (1) On the whole, the diffusion and penetration process of Chinese takeaway O2O e-commerce shows a regional gradient decline from the eastern to central and western regions, the diffusion index of most regions is at the middle level, and the diffusion index of a few cities is at the low or high level. The spatial distribution is relatively balanced. (2) The regional differentiation of takeaway O2O diffusion and infiltration process is obvious, and hot spot areas of the diffusion index are widely distributed, mainly in the eastern and central regions, which shows the spatial pattern of gradual transition from plain hot spot area to plateau cold spot area; the penetration index hotspots are relatively small, mainly distributed in the southeast coastal cities, and high-value areas have not yet formed a large-scale cluster on a national scale. (3) The high diffusion-high permeability areas of takeaway O2O are mainly concentrated in Shanghai, Beijing, Shenzhen and other economically developed cities, while the low diffusion-low permeability areas cover a relatively wide range, mainly in the northwest and southwest regions, and high diffusion-low permeability areas are more dispersed. The popularity and coverage of takeaway O2O e-commerce in physical commerce is high, but the development of takeaway O2O is not mature, and the market potential is huge. (4) Chinese takeaway O2O e-commerce space diffusion and penetration process is more in line with the technology diffusion hypothesis, high income, high education and youth become an important factor that promotes the spread and penetration of e-commerce space, and the low accessibility of physical commerce generates less effect on the development of e-commerce to some extent.