信息时代我国电子商铺区位取向的实证分析

随着电子商铺的日益发展,信息时代地理区位的重要性成为地理学所关注的重要问题。以我国淘宝网电子商铺为例,解剖网购交易完成的全过程中所涉及的服务空间、物质往来以及资金交付等,从微观角度对互联网下电子商铺的区位取向进行实证研究。研究表明电子商铺有明显的区位取向,互联网应用技术与普及环境、配送空间的易接近性、第三方支付体系是影响其区位的三个主要因素。区别于传统的商业模式,电子商铺依托于发达的互联网上,不再受实体地理空间限制,但其网络结构式的经营模式使其仍依赖传统的地理区位。

EMPIRICAL RESEARCH ON LOCATION SELECTION OF E-SHOPS IN INFORMATION AGE

The application of information technology is changing the mode, process and custom in commercial economy. E-shops are the outcome in such circumstances. With the increasing development of e-shops, the importance of location has been a highlight of geographers in the information age. Traditional location theory is established with general factors of production. When information becomes general factor and web sites can pass along information without being affected by time and distance, what is location choice for e-shops? And what are the new factors affecting e-shops' location? Take Taobao for an example, based on the analysis of service space, logistics and payment involved in the whole process of e-shopping, the paper makes an empirical study on location selection of e-shops and its influential factors from micro-scale angle. The paper mainly makes use of relevant data of regions in China, such as the number of e-shops, internet users and cities covered by offline payment outlets. The results indicate e-shops have clear location orientation. E-shops mainly distribute in the eastern coastal areas of China where the environment of e-shopping is good. Favorable Internet condition, relatively perfect logistics system and fairly good third-party payment platform are the common characteristics of these areas. The results also show that Internet technology and application, widely accessible shipping space and the third-party payment platform are three main influencing factors of e-shops' location. Being different from traditional business services, e-shops depend on well-developed internet and are no longer restricted by physical space of geography. But they still depend on traditional location because of its network structure operating model. Achievement of shipping and payment in shopping online industry chain depend on the location of other traditional service outlets. Furthermore, the article mentions three strategies for cities to make a good environment for the operation of e-shops. Firstly, they should develop the internet actively because it is the best means to increase e-shopper and the stability and reliability of internet is foundational base for e-shops. Secondly, they should expand urban logistics system to promise shipping. Thirdly, they should perfect the third-party platform to protect the benefit between e-retailer and e-shopper.