网购时代广州市居民购买食品行为特征

doi:10.13284/j.cnki.rddl.003171

摘要/Abstract

摘要：

基于广州市居民食品购物行为问卷调查数据,利用交叉频数、卡方检验和对应分析,通过网购食品者同不网购食品者、不同区位网购食品者、不同网购食品频率者的对比,分析了网络购物影响下广州市居民购买食品行为的一般特征和空间特征。结果发现：1）网络购买食品的接受度总体不高,传统实体购物模式仍占主导,网络购买食品对实体店购买食品有一定的替代效应。2）网络购买食品对居住地周边商店负面影响较大,对商业区影响很小,超市和百货公司休闲零食、地方特产类食品销售会受到一定负面影响,生鲜类商店所受影响较小。3）不同区位居民网购食品的频率差异较小,单次花费、时间和网购原因空间差异较大,实体购物条件差的居民更倾向于网络购买食品,验证了Anderson等提出的“效率假说”。4）网购食品者的实体购物出行目的休闲性增加,周末购物出行更频繁,网购食品频率高的居民购物出行时间更短。

关键词: 网络购物, 食品购买行为, 空间特征, 区位, 广州市

Abstract:

Information and communication technology reshapes resident behavior and urban spaces. Emerging online shopping has changed residents’ shopping preferences and processes, which inevitably affects the physical business space. However, there are some differences in shopping behaviors of different types of goods. Current research focuses on online shopping behavior for books, clothes, and other commodities, but seldom explores online food shopping behavior from the spatial perspective. Based on 1406 questionnaires on the food shopping behavior of residents in Guangzhou, we compared the behaviors of food purchasers whether to buy online, who buy food online in different locations and with different frequencies. General and spatial characteristics of food shopping behaviors of Guangzhou residents under the influence of online shopping were investigated in this study using cross frequency, chi-square test, and corresponding analyses. Spatial characteristics included shopping locations, retail formats, residence locations, and shopping travel time. The results of this study are as follows: 1) Acceptance of online shopping food is generally low, and the traditional shopping model still dominates; however, online food shopping has a certain substitution effect on traditional food purchases based on purchase frequency and single cost. This is consistent with Suel et al. (2015) who investigated the relationship between online and physical grocery shopping in the United Kingdom. 2) The influence of online shopping on food sales spaces varies in different locations and formats. Online food shopping has a greater negative effect on shops around residential areas but little on those in the business district. Supermarkets and department stores will be negatively affected relative to leisure snacks and local specialty food sales, whereas fresh food stores will be less affected. In the context of the decline in physical business owing to online shopping, Guangzhou’s fresh supermarkets are booming, which also confirms that online shopping has less impact on fresh food stores. 3) The role of spatial factors still exists in the information age. Resident online shopping behaviors show similar frequency in different locations but are dissimilar in cost, time, and reasons for online shopping. However, residents with poor physical shopping conditions are more inclined to buy food online, verifying the “efficiency hypothesis”. Spatial factors are an important reason why Guangzhou residents buy food online. Residents with poor physical shopping conditions are more affected by this factor, supporting the “efficiency hypothesis” from another angle. 4) The purpose and time of physical shopping trips of online food shoppers have changed. Online food shoppers have more leisure shopping purposes and more weekend shopping trips. Additionally, residents with high online food shopping frequency have shorter travel times. The results of this study will help develop targeted business development strategies and commercial space planning in the future. This study helps understand the impact of online shopping on different types of goods and different physical business locations to guide the future layout and development of online and offline retail enterprises and provide a basis for city governments to conduct business facilities network planning.

Key words: online shopping, food shopping behavior, spatial characteristics, location, Guangzhou

中图分类号:

K901

邓清华, 薛德升, 龚建周. 网购时代广州市居民购买食品行为特征[J]. 热带地理, 2019, 39(5): 780-789.

Deng Qinghua, Xue Desheng, Gong Jianzhou. Behavior Characteristics of Food Shopping of Guangzhou Residents in the Age of Online Shopping[J]. Tropical Geography, 2019, 39(5): 780-789.

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样本属性		网购食品者		不网购食品者		合计
样本属性		样本数/个	比例/%	样本数/个	比例/%	样本数/个	比例^*/%
性别	男	313	45.3	378	54.7	691	49.1
性别	女	384	53.7	331	46.3	715	50.9
年龄/岁	15~24	290	60.4	190	39.6	480	34.1
	25~34	244	66.8	121	33.2	365	26.0
	35~44	114	46.9	129	53.1	243	17.3
	45~59	45	20.1	179	79.9	224	15.9
	≥60	4	4.3	90	95.7	94	6.7
学历	初中及以下	25	12.3	179	87.7	204	14.5
	高中或高职	129	41.2	184	58.8	313	22.3
	大专或本科	511	61.1	326	38.9	837	59.5
	研究生	32	61.5	20	38.5	52	3.7
月收入 /万元	<0.3	319	53.3	279	46.7	598	42.5
	0.3~0.6	180	46.9	204	53.1	384	27.3
	0.6~1	139	51.5	131	48.5	270	19.2
	1~1.5	49	46.7	56	53.3	105	7.5
	>1.5	10	20.4	39	79.6	49	3.5
职业	机关/事业单位人员	58	45.0	71	55.0	129	9.2
	企业员工	194	56.4	150	43.6	344	24.5
	私营业者	73	40.3	108	59.7	181	12.9
	在校学生	281	61.4	177	38.6	458	32.5
	自由职业者	50	47.6	55	52.4	105	7.5
	农民	3	9.7	28	90.3	31	2.2
	退休人员	7	8.9	72	91.1	79	5.6
	其他	31	39.2	48	60.8	79	5.6
居住区位	中心区	241	48.7	254	51.3	495	35.2
	近郊区	257	49.4	263	50.6	520	37.0
	远郊区	199	50.8	192	49.2	391	27.8
	合计	697	49.6	709	50.4	1 406	100

居民及购物渠道		月均购物频率/次					单次花费/元					时间
居民及购物渠道		0	1~4	5~10	≥11	合计	<20	20~50	50~100	>100	合计	工作日	周末	两者差不多	合计
不网购食品者	实体占比/%	2.6	47.8	29.4	20.2	100	15.5	38.1	32	14.4	100	6.2	32	61.8	100
网购食品者	实体占比/%	1	58.6	23.5	16.9	100	15.4	39.5	32	13.1	100	4.5	43.5	52	100
网购食品者	网络占比/%	0	89.1	9.8	1.1	100	13	40	35.4	11.6	100	5.2	21.9	72.9	100

常网购食品类型	频数/次	比例^*/%
休闲零食	577	83.6
生鲜食品	44	6.4
粮油调味	53	7.7
饮料冲饮	217	31.4
保健品类	66	9.6
烟酒	21	3
地方特产	115	16.7
进口食品	279	40.4
其他	2	0.3

购买地点	不网购食品者	网购食品者	合计
购物网站	0	25.2	13.8
居住地周边商店	96.7	70.5	82.4
商业区	3.3	4.3	3.8

区域类型	月均网购频率/次				单次花费/元					时间
区域类型	1~4	5~10	≥11	合计	<20	20~50	50~100	>100	合计	工作日	周末	两者差不多	合计
中心区	88.0	11.2	0.8	100	11.0	33.7	40.1	15.2	100	5.5	19.9	74.6	100
近郊区	89.1	10.1	0.8	100	10.5	49.3	32.4	7.8	100	6.3	17.7	76.0	100
远郊区	90.5	7.5	2.0	100	18.8	35.5	33.5	12.2	100	3.6	29.6	66.8	100