Research On Urban Residents' Shopping Behavior Characteristic And Its Influencing Factors Based On Deconstructing Shopping Chain

With the rapid development of information and communication technology,the online shopping as a new way of shopping is becoming more prevalent all over the world.And people have incorporated online shopping into their daily lives gradually.So people's shopping behavior modes get changed and reshaped,the traditional retail market is also affected seriously.The relationship between online shopping and in store shopping or shopping trips has always been the research focus in the field of traffic planning and urban planning in abroad.Also there are some scholars exploring the impact of economic and social attributes,shopping attitudes,the use of the network,residential location and other factors on the residents' online shopping behavior.Senior scholars have studied a lot of questions about online shopping and get many interesting and meaningful conclusions.However,almost all of existing researches take shopping behavior as a whole,rarely analyze the impact of online shopping and people's shopping behavior change from the perspective of shopping process.This will lead to enlarging or reducing the impact of online shopping and obtaining biased conclusions.Also,the existing researches about influencing factors lack exploring 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 author supposes that residents use only one way(store or online)in every step,then generates eight kinds of shopping modes.On the basis of the distinction between the types of goods,the author summarizes the characteristics of urban residents' shopping patterns in the background of information age.Then,a multinomial logit model is 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.The article is structured as follows:The first chapter:introduction.This chapter mainly introduces the background and significance of the research,as well as the research methods and research route applied.The second chapter,literature review of relevant studies.First of all,the author defines the concept of online shopping,search goods,experience goods,and built environment.Then,the author makes a summary of the existing researches about the relationship between online shopping and in store shopping,and the influencing factors affecting the relationship,as well as the impact of built environment on personal traffic travel at home and abroad,to make it clear that the existing research conclusions,the important and difficult research points and the innovation points of this field in future.The third chapter,data sources and basic statistics.This chapter introduces the data sources supporting this study.Data of shopping process,economic and social attributes,shopping attitudes,and the use of the network comes from the questionnaires,and the data of built environment comes from network data collection of respondents' community.Then,this chapter makes basic statistical analysis and introduction of the research data.The fourth chapter,the characteristics of urban residents' shopping modes based on the deconstruction of shopping process.Firstly,the author deconstructs the shopping process into three steps to explore the influence of online shopping on every step.Then,the author reorganize shopping steps into shopping modes to analyze residents' shopping modes characteristic of buying search goods and experience goods.This study find out:residents tend to do all shopping behavior through only online shopping or stores;Residents prefer substitution and neutrality shopping modes to buy search goods,and buy experience goods mainly through neutrality shopping mode,supplemented by substitution,complementarity,modification shopping modes.The fifth chapter and the sixth chapter,the study of the influencing factors of shopping modes.Directing against search goods and experience goods respectively,two multinomial logit models are applied in the two chapters to explore the influence of economic and social attributes,shopping attitudes,use of the network and built environment on people's choice of shopping modes.This study find out:the shopping modes' choice of buying search goods under the influence of income,education,impulse consumption,the pursuit of new and strange,the time of using internet,the network search frequency,location of residence,shopping convenience,traffic convenience,traffic accessibility and commuting distance;the shopping modes' choice of buying experience goods under the influence of gender,work status,enjoyment of shopping,net age,the time of using internet,location of residence,shopping convenience,traffic convenience and traffic accessibility.The seventh chapter,the conclusion.This chapter summarizes the main conclusions of this paper and puts forward policy suggestions.Also,the author put forward the existing problems in this paper and the research focus in future.