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虚拟空间电子口碑对实体商业中心服务范围竞争实效的影响
康宁1,2, 张佶3, 钮心毅1,2
1.同济大学建筑与城市规划学院;2.自然资源部国土空间智能规划技术重点实验室;3.广州市城市规划勘测设计研究院有限公司,广东省城市感知与监测预警企业重点实验室,广州市资源规划和海洋科技协同创新中心
摘要:
在移动互联网蓬勃发展的时代背景下,移动端应用软件显著推动了零售商业虚拟空间的迅猛扩展。本研究从消费行为需求端出发,使用互联网位置服务数据测度实体商业中心服务范围,探究实体商业中心的竞争实效及其影响因素。研究选取了上海主城区内29个实体商业中心为研究对象,以电子口碑表征虚拟空间的属性,以建成环境表征实体空间的属性,以竞争实效表示实体商业中心服务范围竞争的实际效用。探究电子口碑和建成环境对其的影响。研究发现,实体商业中心的竞争实效不仅受到实体空间的影响,也受到虚拟空间的影响。在建成环境的影响因素中,业态混合度和停车场数量仍起到重要的作用。在电子口碑的影响因素中,优质口碑数量能够显著提升商业中心的竞争实效。时空大数据用于探索虚拟空间属性与实体空间属性相互影响,为适应当前虚实共存的城市商业空间,提升规划决策的科学性和有效性提供了支持。
关键词:  实体商业中心、虚拟空间、电子口碑、服务范围、互联网位置服务数据、上海
DOI:
分类号:TU98
基金项目:国家自然科学基金项目(面上项目,重点项目,重大项目)
The Influence of Virtual Space eWoM on the Competitive Effectiveness of Service Area in Physical Commercial Centers: A Case Study of Shanghai Main City Area
Kang Ning,Zhang Ji,Niu Xinyi
Abstract:
s: In the era of flourishing mobile internet development, mobile application software has significantly propelled the rapid expansion of virtual space in retail businesses. This study, starting from the demand side of consumer behavior, utilizes internet location service data to measure the service area of physical commercial centers, exploring the competitive effectiveness of physical commercial centers and its influencing factors. The study selected 29 different grades of physical Commercial Centers in the main urban area of Shanghai as the research objects, with electronic word-of-mouth representing the attributes of virtual space, built environment representing the attributes of physical space, and competitive effectiveness representing the actual utility of the competition of service area of physical Commercial Centers. It investigates the influence of electronic word-of-mouth and built environment on competitive effectiveness. The study found that the competitive effectiveness of physical Commercial Centers is not only influenced by physical space but also by virtual space. Among the factors affecting the built environment, the diversity of business formats and the number of parking spaces still play important roles. In terms of the factors influencing electronic word-of-mouth, the quantity of high-quality word-of-mouth can significantly enhance the competitive effectiveness of Commercial Centers. The use of spatiotemporal big data to explore the mutual influence between the attributes of virtual space and physical space provides support for adapting to the current coexistence of virtual and physical urban commercial spaces and enhancing the scientificity and effectiveness of planning decisions.
Key words:  Physical  Commercial Centers, Virtual  Space, Electronic  Word-of-Mouth, Service  Area, Internet  Location-based  Service Data, Shanghai