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本文利用兰州市居民购物行为调查问卷,从不同类型商品和不同商业中心出发,分析影响居民购物决策的因素。一方面,通过构建购物信息渠道多样化指数、购物决策因子评价指数分析影响居民选购不同类型商品的因素;另一方面,通过构建商业中心地认知指数、购物因子评价指数,分析了影响居民选择不同购物中心的因素。研究结果显示:①购物信息的获取因商品等级不同而表现出不同的渠道,商品等级越高,购物信息渠道越单一;②影响居民选购不同类型商品的因素不同,各种因子评价指数因商品等级的提高而显示出递增或递减的规律性变化;购买不同类型商品的决策因子各不相同,随着商品等级的提高,商品知名度和质量指数也逐渐升高,而可达性因素逐渐降低,心理因素评价指数也随之提高;③居民对不同商业中心的认知水平不同,影响居民选择不同商业中心的决策因素不同,传统的商业中心由于交通、认知等优势,在兰州市居民购物决策活动占据主体地位。
Based on questionnaire of residents shopping behavior in Lanzhou City, this paper analyzes the factors that affect residents’ shopping decisions from different types of goods and different commercial centers. On the one hand, through building diversification index of shopping information channels and analysis of shopping decision-making factor index, the factors influencing residents’ purchasing of different types of products are influenced; on the other hand, by constructing the cognitive index and shopping factor evaluation index in commercial center, Choose different shopping center factors. The results of the study show that: (1) the acquisition of shopping information shows different channels due to different product grades, the higher the product level, the more single the shopping information channels; (2) the factors that affect residents to purchase different types of products are different, Level of increase shows regular or incremental changes; decision-making to buy different types of products vary, with the improvement of the level of goods, product awareness and quality index also gradually increased, and accessibility factors gradually decreased, The index of psychological factors also increases; ③The residents have different cognition levels to different commercial centers and different decision-making factors that affect residents to choose different commercial centers. Because of the advantages of traffic and cognition, Activities occupy the dominant position.