CAJ | 학술논문

本文从商品品类的角度分析了我国大陆消费者网络购物的偏好，采用聚类分析的方法将我国大陆31个省市重新划分为八个区域。进而对这八大区域及不同群体特征的消费者网络购买行为的商品偏好进行分析。结果表明：各区域消费者对化妆及护理用品、母耍用品／玩具、家居／建材、食品／保健品、汽车／车饰／配件及文化／娱乐／服务等商品表现出显著的区域差异性，且不同群体特征的消费者网购偏好不同，并随区域而异。
본문종상품품류적각도분석료아국대륙소비자망락구물적편호，채용취류분석적방법장아국대륙31개성시중신화분위팔개구역。진이대저팔대구역급불동군체특정적소비자망락구매행위적상품편호진행분석。결과표명：각구역소비자대화장급호리용품、모사용품／완구、가거／건재、식품／보건품、기차／차식／배건급문화／오악／복무등상품표현출현저적구역차이성，차불동군체특정적소비자망구편호불동，병수구역이이。
Chinese consumers＇ preferences of online shopping was analyzed from product perspective in this paper. First of all, 31 provincial eities in China Mainland were resubdivided into eight regions based on dnstefing analysis method as well as a multidimensional approach. Then,commodity preferences of consumers online shopping behavior was statistically analyzed on these eight regions and on characteristics of different population groups. Resuh showed that there was outstanding regional differences on the regional consumer preferences for cosmetics and care products, baby products/toys, building materials, food/health care products, automotive and their accessories, eultmml/entertainment/service and their products. In addition, it was found that characteristics of different population groups led to varied consumers online shopping preferences even within the same region.