GEOGRAPHICAL RESEARCH ›› 2019, Vol. 38 ›› Issue (2): 313-325.doi: 10.11821/dlyj020170592

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

Yongming ZHANG1(), Feng ZHEN2   

  1. 1. Urban & Rural Development Research Center of Jiangsu Province, Nanjing 210093, China;
    2. School of Architecture and Urban Planning, Nanjing University, Nanjing 210093, China
  • Received:2017-06-28 Revised:2017-12-09 Online:2019-02-20 Published:2019-02-20

Abstract:

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.

Key words: online shopping, shopping process, shopping trip, built environment, influencing factor