广州市零售商业中心的居民消费时空行为及其机制

doi:10.11821/dlxb201704004

Abstract

Abstract:

Although residents' spatial choice and its influencing factors of consumer behavior are traditional research topics in human geography. The existing literatures have paid little attention to temporal choice, decision-making process and the relationship between space and time. To reveal the spatio-temporal characteristics, influencing factors and their internal mechanism of interaction of consumer behavior, the spatio-temporal characteristics of consumer behavior in retailing centers have been analyzed based on Guangzhou residents' consumption survey data in 2016. An influencing factor structural equation modeling of consumer spatio-temporal behavior in Guangzhou retailing centers has been established to analyze their influencing factors and mechanism of consumer behavior, such as time, duration, travel distance and activity radius. The results are shown as follows. (1) There are obvious spatio-temporal differences in consumer behavior when residents are going to and in retailing centers. (2) By affecting consumer preferences, residents' social and economic attributes lead to the differences among consumers' spatial and temporal behavior. But residents' social and economic attributes do not affect consumers' assessment on commercial space attributes. Commercial space attributes can not only directly affect the consumers' spatial and temporal behavior, but also indirectly affect it by influencing consumer preferences. Consumer preference can directly affect the consumers' spatial and temporal behavior, and it can be the media of residents' social and economic attributes and commercial space attributes to influence the consumers' spatial and temporal behavior. (3) Among all residents' social and economic attributes, age, family structure, living time in Guangzhou, employment status, and family's month-earning significantly affect the consumers' spatial and temporal behavior. Every observed variable in commercial space attribute influences the consumers' spatial and temporal behavior to different degrees. Only two observed variables (travel traffic mode and travel time) in consumer preferences have significantly impacts on the consumers' spatial and temporal behavior. The conclusions of this paper can deepen the understanding of the influencing factors and mechanism of consumer behavior in retailing centers, give advice to local governments about commercial network planning and guide the transformation and upgrading of retailing center.

Key words: retailing center, consumer behavior, spatial and temporal behavior, SEM (structural equation model), Guangzhou

Chenhao FU, Suhong ZHOU, Xiaopei YAN, Lin LIU, Weishan CHEN. Spatio-temporal characteristics and influencing factors of consumer behavior in retailing centers: A case study of Guangzhou in Guangdong Province[J].Acta Geographica Sinica, 2017, 72(4): 603-617.

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潜变量	编号	观测变量	变量类型	潜变量	编号	观测变量	变量类型
社会经济属性	a1	年龄	连续变量	商业空间属性	a17	商品齐全度	等级变量
	a2	性别	等级变量		a18	商品质量	等级变量
	a3	家庭结构	等级变量		a19	餐饮设施条件	等级变量
	a4	在广州居住时间	等级变量		a20	休闲娱乐设施条件	等级变量
	a5	居住区位	等级变量		a21	价格水平	等级变量
	a6	就业状况	等级变量	消费偏好	a22	陪伴状态	虚拟变量
	a7	家庭月收入	等级变量		a23	消费结构(目的)	等级变量
	a8	是否有私家车	虚拟变量		a24	消费额	连续变量
	a9	商场知名度	等级变量		a25	出行路径类型	等级变量
	a10	商场卫生状况	等级变量		a26	出行交通方式	等级变量
商业空间属性	a11	商场布局舒适度	等级变量		a27	出行花费时间	连续变量
	a12	服务与售后	等级变量	时空行为	a28	消费出行距离	连续变量
	a13	停车条件	等级变量		a29	消费活动范围	连续变量
	a14	交通便捷性	等级变量		a30	消费时段	等级变量
	a15	附近商圈条件	等级变量		a31	消费时长	连续变量
	a16	商场综合性	等级变量

路径	估计值	S.E.	C.R.	P值
H3：社会经济属性?消费偏好	-0.368	0.085	-4.316	0.000^***
H4：商业空间属性?消费偏好	-0.103	0.036	-2.846	0.004
H5：商业空间属性?时空行为	0.527	0.074	7.108	0.000^***
H6：消费偏好?时空行为	-0.084	0.036	-2.357	0.018
社会经济属性?a1	2.683	0.467	5.743	0.000^***
社会经济属性?a3	0.960	0.159	6.045	0.000^***
社会经济属性?a4	1.000	-	-	-
社会经济属性?a6	-1.252	0.344	-3.638	0.000^***
社会经济属性?a7	0.470	0.113	4.165	0.000^***
商业空间属性?a9	1.000	-	-	-
商业空间属性?a10	0.720	0.064	11.336	0.000^***
商业空间属性?a11	0.919	0.070	13.044	0.000^***
商业空间属性?a12	0.768	0.061	12.568	0.000^***
商业空间属性?a13	0.956	0.109	8.742	0.000^***
商业空间属性?a14	0.698	0.062	11.195	0.000^***
商业空间属性?a15	0.799	0.065	12.356	0.000^***
商业空间属性?a16	0.992	0.078	12.636	0.000^***
商业空间属性?a17	0.869	0.066	13.082	0.000^***
商业空间属性?a18	0.984	0.080	12.376	0.000^***
商业空间属性?a19	0.910	0.075	12.178	0.000^***
商业空间属性?a20	0.826	0.073	11.259	0.000^***
商业空间属性?a21	0.912	0.069	13.172	0.000^***
消费偏好?a26	1.652	0.223	7.424	0.000^***
消费偏好?a27	1.000	-	-	-
时空行为?a28	1.000	-	-	-
时空行为?a29	0.778	0.114	6.796	0.000^***
时空行为?a30	0.248	0.123	2.014	0.044
时空行为?a31	0.212	0.060	3.505	0.000^***

适配指标	判定标准	修正后拟合值	拟合评价
χ²/df	<3	2.442	理想
GFI	>0.90	0.959	理想
AGFI	>0.90	0.949	理想
NFI	>0.90(>0.8可接受)	0.840	接受
CFI	>0.90(>0.8可接受)	0.898	接受
TLI	>0.90	0.883	接近
IFI	>0.90(>0.8可接受)	0.899	接受
PGFI	>0.50	0.767	理想
PNFI	>0.50	0.731	理想
RMR	<0.05	0.002	理想
RMSEA	<0.05	0.036	理想

路径(总效应)	直接路径(直接效应)	间接路径(间接效应)
社会经济属性?消费偏好(0.274)	社会经济属性?消费偏好(0.274)
社会经济属性?时空行为(0.134)		社会经济属性?消费偏好?时空行为(0.134)
商业空间属性?消费偏好(0.129)	商业空间属性?消费偏好(0.129)
商业空间属性?时空行为(0.160)	商业空间属性?时空行为(0.097)	商业空间属性?消费偏好?时空行为(0.063)
消费偏好?时空行为(0.488)	消费偏好?时空行为(0.488)

Spatio-temporal characteristics and influencing factors of consumer behavior in retailing centers: A case study of Guangzhou in Guangdong Province

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编号	调研点暨商场名称	频率 (份)	编号	调研点暨商场名称	频率 (份)
1	广百百货	29	21	太古汇	32
2	名盛广场	33	22	摩登百货	23
3	五月花商业广场	23	23	东方宝泰广场	33
4	广州友谊商店	32	24	高德置地春商场	22
5	新大新东山广场	24	25	太阳新天地	25
6	中华广场	25	26	高德汇奥体店	45
7	王府井百货	24	27	天河城欧莱斯店	24
8	荔湾广场	25	28	海印又一城	25
9	恒宝广场	25	29	番禺万达广场	25
10	新光城市广场	25	30	钻汇广场	17
11	西城都荟	24	31	永旺梦乐城	22
12	东百花地湾百货	17	32	奥园广场	25
13	丽影广场	20	33	荔园新天地	25
14	万国广场	33	34	白云万达广场	33
15	广百新一城	25	35	百信广场	33
16	乐峰广场	33	36	五号停机坪广场	40
17	江燕路万科派	23	37	凯德广场云尚	24
18	正佳广场	42	38	嘉裕太阳城广场	31
19	天河城	36	39	萝岗万达广场	49
20	广百百货天河店	25	总计		1096

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