Study on the influencing factors and spatial characteristics of residents’ online consumption in Nanjing
XI Guangliang1, ZHEN Feng2,3, WANG Xia1,3, QIN Xiao1
1. School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210093, China;
2. School of Architecture and Urban Planning, Nanjing University, Nanjing 210093, China;
3. Human Geographic Research Center of Nanjing University, Nanjing 210093, China
Abstract：Online consumption has been developed rapidly under the driving of internet and information technologies, which is increasingly more and more important for urban residents' consumption. Due to the differences of residents' social classes and residential space differentiation, the online consumption has different spatial characteristics and multiple effects on physical space. The researchers have focused on the influencing factors of online consumption and the characteristics of residents' online consumption behavior. When it comes to the influencing factors, they discussed the relationship between the choice of online consumption and internet infrastructure, advertising media, e-commerce as well as residents' social economic attrubutes. Meanwhile, some empirical studies have been focused on the role of online consumption on corresponding physical consumption. The authors would pay close attention to some new factors which affect online consumption, such as living, transportation, logistics and the usage of mobile internet. Then the spatial distribution of residents' online consumption is analyzed. The survey was conducted by face-to-face questionnaire during August of 2011, and the respondents were randomly selected in different urban districts and different residential areas. A total of 1003 questionnaires were delivered and 997 copies were retrieved. Based on the data of the questionnaires, the authors analyzed the influence of social status on the choices of residents' online consumption, and then revealed the spatial characteristics of residents' online consumption through calculating the proportion of online consumption residents in different habitats and the type of online consumption goods. Finally, the effects of online consumption on urban spatial organization and travel behavior were discussed. It is indicated that the socio-economic attributes, such as gender, age, income and education, have significant impact on the online comsumption behavior. Because of the lower goods price, people with lower income and poor housing condition prefer the online shopping. The transportation modes have significant impact on the wholesale (Tuangou) consumption, and the public transportation systems are the basic support for the development of the interaction consumption integrating online and physical ways. The limitation of the fixed information technologies on the online consumption tends to be weaker, while the mobile information technologies gradually affect online consumption. Meanwhile, the proportions of online consumption residents show differentiation characteristics between different urban spaces, such as downtown areas, outskirts and suburbs. So it can be seen that the influences of online consumption on the physical space and travel behavior vary in different urban spaces.
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XI Guangliang, ZHEN Feng, WANG Xia, QIN Xiao. Study on the influencing factors and spatial characteristics of residents’ online consumption in Nanjing. GEOGRAPHICAL RESEARCH, 2014, 33(2): 284-295.
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