网上购物对实体零售的影响——基于上海南方商城商业中心的调查

In the Internet era, the impact of new information technologies on commercial centers is becoming more obvious, which has become the concentrated embodiment of the spatial effects of new economy in the urban areas. Taking Nanfang commercial center as a case, this paper explores the impact of online shopping on in-store shopping via consumer questionnaires and semi-structured interviews. Overall, the influence of online shopping frequency on in-store shopping is in the form of normal distribution. High-frequency and low-frequency online shoppers are less likely to carry out high-frequency in-store shopping, while medium-frequency online shoppers have higher in-store shopping frequency. Through the analysis of consumers' internal decision process, we can see that online shopping decreased the satisfaction of shopping mall, but stimulated the demand of consumers so that brought more entertainment consumption. Therefore, the impact of online shopping on in-store shopping is complex. In the process of shopping decision-making, online shopping has different impacts in different aspects. Finally, the article also discusses the countermeasures of commercial centers.