建成环境对居民购物模式选择的影响——以南京为例

网络购物的普及重塑了居民的购物行为模式。国外的相关研究多将购物行为看作一个整体,影响因素的研究中也缺乏系统的建成环境指标的分析。以南京为例,将购物过程分解后重组为8种购物模式。在区分商品类型的基础上,构建多元Logit模型探讨经济社会属性、购物态度、网络使用情况、居住地建成环境、通勤特征等对居民购物模式选择的影响。研究发现：① 上述变量均会影响购物行为;② 建成环境变量中,居住区位、交通便利性、购物便利性对居民购买搜索型和体验型商品均存在显著影响;③ 通勤距离对不同商品的购物行为影响差异较大;④ 创新扩散假设和效率假设同时存在。

The influence of built environment on the choice of residents' shopping modes: A case study of Nanjing

The popularity of online shopping has changed the shopping behavior of residents. Foreign scholars have done much research on the relationship between online shopping and shopping trips, but almost all of existing related studies abroad take shopping behavior as a whole, while they have rarely analyzed the impact of online shopping from the perspective of shopping process. Also, the existing research on influencing factors has not explored the impact of specific indicators of the built environment on people's shopping behavior. This paper takes Nanjing as an example, and deconstructs the shopping process into three steps: stirring purchasing desire, searching information and experiencing goods, purchasing. And the authors suppose that residents use only one way (store or online) in each step, and then identify eight kinds of shopping mode. On the basis of dividing the types of goods into two types: search goods and experience goods, two multinomial logit models are applied to explore the impact of economic and social attributes, shopping attitudes, use of the network and built environment on people's choice of shopping modes. This paper finds out that: (1) All types of variables mentioned above affect the residents' shopping behavior of buying two kinds of goods. (2) The built environment variables have significant impact on the residents' purchase of search goods and experience goods. Firstly, urban residents are more likely to select the substitution mode when they buy the two kinds of goods; but suburban residents are more likely to select the complementarity mode when they buy experience goods. Secondly, residents with lower traffic convenience tend to substitution mode when they buy search goods; but they tend to complementarity mode when they buy experience goods. Thirdly, shopping convenience also has a great influence on residents' shopping behavior. (3) Commuting distance has a great impact on the purchase of search goods, but does not affect the purchase of experience goods. (4) Innovative diffusion assumptions and efficiency assumptions exist simultaneously. In time order, innovative diffusion assumptions appear before efficiency assumptions; in space order, innovative diffusion assumptions play a major role at the macro scale of the city, while efficiency assumptions play a major role at the micro scale.