| 我国消费者网络购物商品偏好的区域差异研究 |
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| 引用本文： | 薛阳阳,陈梅梅,董,平军.我国消费者网络购物商品偏好的区域差异研究[J].现代情报,2014,34(8):7-13. |
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| 作者姓名： | 薛阳阳 陈梅梅 董 平军 |
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| 作者单位： | 东华大学旭日工商管理学院, 上海200051 |
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| 基金项目： | 国家自然科学基金项目“网络环境下短生命周期产品混合双渠道供应链协调策略研究”（项目编号：71172174）. |
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| 摘 要： | 本文从商品品类的角度分析了我国大陆消费者网络购物的偏好，采用聚类分析的方法将我国大陆31个省市重新划分为八个区域，进而对这八大区域及不同群体特征的消费者网络购买行为的商品偏好进行分析。结果表明：各区域消费者对化妆及护理用品、母婴用品/玩具、家居/建材、食品/保健品、汽车/车饰/配件及文化/娱乐/服务等商品表现出显著的区域差异性，且不同群体特征的消费者网购偏好不同，并随区域而异。
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| 关 键 词： | 消费者 网络购物 商品偏好 区域差异 |
Research on the China Regional Differences onConsumers Online Shopping Preferences |
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| Authors: | Xue Yangyang Chen Meimei Dong Pingjun |
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| Institution: | Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China |
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| Abstract: | Chinese consumers＇ preferences of online shopping was analyzed from product perspective in this paper. First of all, 31 provincial eities in China Mainland were resubdivided into eight regions based on dnstefing analysis method as well as a multidimensional approach. Then,commodity preferences of consumers online shopping behavior was statistically analyzed on these eight regions and on characteristics of different population groups. Resuh showed that there was outstanding regional differences on the regional consumer preferences for cosmetics and care products, baby products/toys, building materials, food/health care products, automotive and their accessories, eultmml/entertainment/service and their products. In addition, it was found that characteristics of different population groups led to varied consumers online shopping preferences even within the same region. |
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| Keywords: | consumer online shopping product preferences regional differences |
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