Research on the Differences of Location Characteristics between Offline and Online Catering Spaces Under O2O E-Commerce

Abstract

The development of O2O (online to offline) e-commerce and instant delivery has not only made it easy to access information, but also it has overcome the limitation of walking distance, promoting the transformation of traditional commercial space and making online catering a common form of food consumption. Studying the spatial distribution of urban catering industry under new technologies is helpful to understand the current development of the catering industry, which is of great significance for guiding the development of the catering industry. However, the trend and mechanism of changes need to be further studied. Based on the spatial distribution of urban catering industry, this study establishes a framework for analysing offline and online catering spaces. In this framework, big data are used to conduct GIS kernel density analysis and spatial autocorrelation analysis to investigate the spatial distribution laws of the catering industry, and multinomial logistic regression analysis is applied to explore the main factors influencing location selection of offline and online catering spaces. The main results include the following: (a) the new pattern of catering space still follows the traditional location selection theory and (b) population density and road network density are the main factors affecting the catering space in Shenzhen.