Research On The Spatial Characteristics And Influencing Factors Of Online Shopping Behavior Of Changsha Residents

The rise of information technology is accompanied by the rapid expansion of the online retail market and the rapid popularization of online shopping.As an emerging business format,online retail is reshaping people’s consumption behavior,and it has an impact on urban retail business and even the entire urban economy.The research on the spatial characteristics and influencing factors of online shopping behavior will help to clarify the relationship between online shopping and traditional shopping,as well as the impact of online shopping on traditional shopping and urban retail business.In order to solve the problem of urban traffic congestion,urban business planning and how to transform and upgrade physical retailers,it also seeks ideas for the long-term development of electronic commerce.Based on the first-hand information and online data collection of the online shopping behavior questionnaire survey of residents in Changsha,preliminary analysis of the general characteristics of residents’ online shopping behavior,followed by distinguishing different survey areas,to study the characteristics of online shopping behavior of residents in different levels of commercial space Difference,and then analyze the impact of personal basic conditions,economic attributes,network usage and spatial attributes on residents’ online shopping behavior,and finally further discuss the spatial impact of online shopping behavior and coping strategies.The results show that: First,the frequency and cost of online shopping for residents in Changsha is generally higher,and the development of online shopping has reached a higher level in breadth,but the types of online shopping for residents are relatively single,and the depth of online shopping needs to be developed It has been further improved,and there are differences in the online shopping behavior of residents of different attributes;second,the online shopping behavior of residents is a complicated process.The online shopping activity of residents of different levels of commercial space,online shopping spending power,the types of frequently purchased products and online There is a significant difference in the tendency of shopping motivation;third,personal basic information,socio-economic attributes,network usage,and spatial attributes jointly restrict residents’ online shopping frequency and spending.However,there are differences in the impact of various factors on residents’ online shopping frequency and spending,and some assumptions need to be further confirmed;fourth,online shopping has a certain degree of impact on physical shopping behavior and commercial space organization.Finally,summarizing the research conclusions of the full text,the spatial characteristics and influencing factors of the online shopping behavior of residents in Changsha City are drawn,and the deficiencies of this article and the directions that need further research in the future are proposed.