替代抑或补充:网上购物与传统购物出行的关系研究

有关网上购物与传统购物的关系问题是当前电子商务领域的研究热点之一,但研究结论还不尽一致。许多人认为网上购物将替代传统购物方式,但是也有其他的观点表明应是一种促进或者补充的关系,甚至有人觉得这种影响是很小的。本文通过对大学生购书行为的调查,采用统计方法分析了网上购物对传统购物出行的影响作用。结果表明:总体上,网上购物对消费者传统购物出行的影响并不显著,网上购物还只是作为消费者原有购物出行的一种补充方式,并不会对大多数消费者的传统出行频率和出行距离造成明显的影响。一方面,网上信息浏览和网上购物对传统日常购物出行的影响主要表现为消费者日常出行频率和距离的缩减以及多目的出行频率的上升。另一方面,网上行为可能使消费者非日常出行频率增加,单次出行距离增长。总之,网上购物与传统购物出行的关系并不是简单的替代或者补充,而是要复杂地多。

SUBSTITUTION OR COMPLEMENTARITY: ONLINE SHOPPING AND ITS RELATIONSHIP WITH TRADITIONAL SHOPPING BEHAVIOR

With the rapid popularization of Internet technology,the online retailing market has been maintaining a rapid growth in the past few years in China.There is a prevailing allegation recently that E-commerce would replace the traditional retailing market,but it’s shored by little evidence.The relationship between online shopping and traditional shopping is currently one of the most popular topics in E-commerce researches.However,it is not yet clear that how online shopping will influence traditional shopping behavior.The studies’ results turned out to be contradictory.Many studies considered online shopping as a substitution,while others go for enhancement and/or complement.Some even thought that physical shopping is more likely to be impervious.Based on a shopping behavior survey of college students,this paper dissects how online shopping impacts on the travel of traditional shopping.Results indicate that generally,online shopping is unlikely to infect consumers’ shopping travels.On one hand,the impact of Internet surfing and online shopping on the traditional daily shopping travels mainly bring about a reduction in the frequency and distance of daily travels but an increase in the frequency of multi-purpose outgoings.By comparison,the results show that some consumers will decrease the shopping travel distance after online search and shopping activities.But this kind of the consumers is still mostly favor traditional shopping style,so the overall shopping behavior doesn’t change greatly.On the other hand,online shopping behavior may increase the frequency of consumer’s non-routine shopping travels and the distance of a single trip.Online shoppers tend to purchase most commodities on Internet,and probably travel a longer distance to make a purchase because they search the information for certain special products online.In short,the relationship between online shopping and traditional shopping is complex,neither a substitution nor a complement.