摘要
"夜间消费"作为现代服务业的重要组成部分,其繁荣程度是衡量一座城市经济发展、开放程度的重要指标。自国务院办公厅《关于加快发展流通促进商业消费的意见》印发以来,将"夜间消费"作为国家层面促进消费的20条意见之一,各地相继出台相关政策措施,提高夜间消费便利度和活跃度,促进消费不断升级,激发都市魅力、活力。本文在梳理上海市夜间消费发展现状的基础上,使用问卷调查法从消费者行为特征、消费者个体特性、消费环境等多方面探究上海市夜间消费意愿的影响因素并进行实证分析。还对消费者夜间消费意愿进行异质性分析,研究发现出于不同目的进行夜间消费的影响因素、影响程度均有一定差异。基于以上分析,本文提出了产品差异化、业态多元化、人际间传播、政府规划、多方配合等建议。
As an important part of the modern service industry,whether Night-time consumption is prosperous is an important index measuring economic development and opening degree.Since"Views on Accelerating Circulation and Promoting Commercial Consumption",which listed"night-time consumption"as one of article 20 to promote consumption at national level,was issued by the General Office of the State Council,local governments have issued relevant policies and measures to increase convenience and activity and promote consumption grows.First of all,this study designed questionnaire and surveyed on Shanghai residents after combing the current state of nighttime consumption.What’s more,the willingness to pay at night was investigated from several aspects such as consumer behavior,scene of consumption and consumer characteristics.According to the difference of consumption purpose,heterogeneity analysis was included in the study.Every kind of consumption purposes would be influenced by some specific factors.Last but not least,some suggestions such as product differentiation,business diversification,interpersonal communication,government planning and multilateral cooperation were given for reference.
作者
江歌东
桑瑞聪
Jiang Gedong;Sang Ruicong(International School of Economics and Trade,Shanghai Lixin University of Accounting and Finance,Shanghai 201209,China)
出处
《上海经济》
2020年第3期62-76,共15页
Shanghai Economy
关键词
上海市夜间消费意向
异质性分析
消费升级
Willingness-to-pay for Nightlife in Shanghai
Heterogeneity Analysis
Consumption Structure Upgrade
