Spatial Shopping Behavior in a Multi-Channel Environment: A Discrete Choice Model Approach
Spatial Shopping Behavior in a Multi-Channel Environment: A Discrete Choice Model Approach
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DOI：
10.18335/region.v8i2.361
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发表时间：
2021-08
期刊：
影响因子：
1.2
通讯作者：
T. Wieland
中科院分区：
文献类型：
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作者：
T. Wieland
网上购物的空间影响是零售地理学中经常讨论的问题。在这里，网上购物通常被视为实体零售业及其所在地（如城镇中心或购物中心）竞争的核心驱动力。由于其高人气，跨渠道购物有时被认为是对实体零售的支持。然而，传统的零售区位理论没有考虑店内购物以外的购物渠道。此外，虽然网上购物是太重要了，不能被忽视，在研究消费者的空间购物行为，有一个明显的不足，在以往的文献中，将多渠道和跨渠道购物到商店选择模型。本研究的目的是确定商店选择的主要驱动因素的基础上，在商店和网上购物的替代品，以及跨渠道购物的机会。考虑到以前的文献中的实体店选择和多渠道购物，不同的购物交易成本（如旅行时间，送货费，或不确定性方面的商店的分类）的影响的假设。基于一个有代表性的消费者调查，真实的过去的购物决定在三个零售部门（杂货，消费电子[CE]，家具）收集。实证商店选择的计量经济学分析是使用嵌套logit模型，其中包括物理和在线商店。研究结果证实了经典零售区位理论的几个假设，以及以前的研究结果，从单一的企业研究和多渠道购物行为的选择实验。到实体店的旅行时间分别降低了消费者效用和商店选择概率。消费者对旅行时间的敏感度随着所需商品购买频率的降低而降低。送货费也降低了选择商店的可能性。跨渠道整合对商店选择的影响（假设消费者交易成本降低）远低于预期，并且在零售部门之间存在差异。虽然家具零售商从跨渠道购物中获利，但杂货和CE零售商没有这样的竞争优势。在边际效用递减的条件下，杂货店和CE商店的分类的积极影响得到了证实，但没有家具店。从理论角度来看，本研究表明，多渠道和跨渠道购物行为并不违背经典零售区位理论的主要思想。从实践的角度来看，这项研究是一个贡献，因为商店选择模型在商业选址规划和政府土地使用规划中都发挥了重要作用。
Spatial impacts of online shopping are discussed frequently in retail geography. Here, online shopping is mostly regarded as a central driver of competition for physical retailing and its locations, such as town centers or malls. Due to its high popularity, cross-channel shopping is sometimes considered to be a support for physical retailing. However, traditional retail location theory does not consider shopping channels other than in-store shopping. Furthermore, although online shopping is far too important to be neglected in examining consumer spatial shopping behavior, there is an obvious lack in the previous literature towards incorporating multi- and cross-channel shopping into store choice models. The present study aims to identify the main drivers of store choice on the basis that both in-store and online shopping alternatives are available, as well as the opportunity for cross-channel shopping. Taking into account previous literature on both physical store choice and multi-channel shopping, hypotheses on the impact of different shopping transaction costs (such as travel time, delivery charges, or uncertainty with respect to the stores' assortment) were derived. Based on a representative consumer survey, real past shopping decisions in three retail sectors (groceries, consumer electronics [CE], and furniture) were collected. The econometric analysis of empirical store choices was performed using a nested logit model which includes both physical and online stores. The results confirm several assumptions of classical retail location theory as well as previous findings from single-firm studies and stated choice experiments on multi-channel shopping behavior. Travel time to physical stores reduces consumer utility and store choice probability, respectively. Consumer sensitivity towards travel time decreases with decreasing purchase frequency of the desired goods. Delivery charges also decrease the likelihood of choosing a store. The impact of cross-channel integration on store choice (assuming the reduction of consumer transaction costs) is considerably lower than expected and differs between retail sectors. While furniture retailers profit from enabling cross-channel shopping, there is no such competitive advantage found for grocery and CE retailers. The positive effect of assortment on condition of diminishing marginal utility is confirmed for grocery stores and CE stores, but not for furniture stores. From a theoretical perspective, this study shows that multi- and cross-channel shopping behavior does not contradict the main thoughts of classical retail location theory. From a practical perspective, the study is a contribution as store choice models play a significant role in both business location planning and governmental land use planning.