Succession of Shopping Style of Shanghai Residents Based on E-Shopping Preference

Abstract:

Researchers can rarely answer the question of how people choose between in-store shopping and e-shopping， let alone predict future changes in retail market. Thus， this paper aims to find an approach to explain the mechanism of shopping channel preference of residents and simulate scenarios in the future. 512 residents in Shanghai were investigated and 4 608 virtual shopping channel choices were made in total. The discrete choice model can well explain how people choose a certain channel in specific shopping situations. The five factors considered in the questionnaire include the price， quality， shopping time， travelling time， and the type of stores， which significantly affect the choice of shopping style. The shopping attractiveness evaluation indicates that e-shopping is more attractive than in-store shopping in general in recent years in Shanghai. Based on the simulation results of three probable future scenarios， it is speculated that e-shopping is likely to continue to experience a period of rise in the near future and then experience a certain cooling-off and eventually reach a relatively stable state.