A Study On The Influence Of "Internet +" On The City Business Of Shijiazhuang City

"Internet +" to the Internet can be connected to any industry in the real world,it is connected with all the way to transform traditional industries,by eliminating the intermediate links,the reconstruction of commercial circulation chain.Rely on the power of asymmetric information and high profits of the city's real business has been a huge impact.In the past five years,the growth rate of the total retail sales of social consumer goods in Shijiazhuang showed a downward trend,substantial commercial sales fell significantly,there are many stores are barely maintained.How real business background of the "Internet +" for living space and the new competitive advantage is an important research topic in this paper.On the basis of expounding the present situation of city commercial in Shijiazhuang City,this paper analyzes the influence of "Internet +" on the city commercial and urban space of Shijiazhuang City.It is believed that the development of "Internet +" has shrunk the commercial entity of Shijiazhuang City,and the integration of entity business with "O2O",the transformation of the internal space of the entity space,the change of the city center and the urban functional area are more compatible.Then,based on the empirical model of TAM technology acceptance model,this paper constructs the analysis model of the relationship between Internet consumption and commercial consumption of urban entity combined with consumer behavior theory.Using 818 questionnaires as the data source,the questionnaire was used to measure the questionnaire data using the Likert five scale,and the data were analyzed by factor analysis and regression analysis using SPSS 20.0 software.The results show that the relative convenience and relative preference coefficient are 0.314 and 0.343 in the use of motivation,which is the two common factors which have the greatest influence on the transfer attitude,which has a great influence on the consumers' choice of Internet consumption.While the relative perceived usefulness and relative perceived ease of use affect the coefficient is not high,both 0.164 and 0.118,respectively,for consumers to choose the physical business has a greater impact.In the consumer behavior,the consumer's attitude of the transfer of more impact on the consumer's "balanced trend",the impact coefficient of 0.364,indicating that the current consumption of Shijiazhuang City,the dominant consumer structure is more stable.But the transfer attitude for the consumer's "price-sensitive" behavior is low,the impact coefficient is only 0.141,that is,through a certain price promotion advantage,can affect the consumer in the Internet and city entities business between the consumer behavior choice.Finally,combined with the results of the analysis of the city of Shijiazhuang City,the commercial development of the entity to enhance the value of business experience,the use of beacon technology to improve operational efficiency,the implementation of passive marketing strategies and increase preferential efforts to increase consumption of four specific recommendations.