商业经济与管理

优化城市基础设施对于提升居民消费水平具有积极意义。交通与通讯两类基础设施对居民线上、线下消费的影响存在差异。在普及网购的同时改善城市居民出行条件,使实体店在展示产品、现场体验等方面与电商形成互补,将有助于实现线上、线下渠道的积极互动。以2011—2016年全国近300个地级市构建的面板数据进行计量分析,验证了基础设施对居民消费的促进作用,并发现当前交通、通讯两类设施的交互作用主要体现为协同效应。进一步的研究表明,以完善基础设施支持线上、线下渠道共同发展,还能够适应居民家庭年龄结构变化的新特点。上述结论说明,以完善基础设施促成渠道协同,将对全面优化消费者体验、提升居民消费水平产生重要作用。

The optimization of urban infrastructure can have positive effectonthe residents' consumption level. Brick-and-mortar stores can complement e-commerce in displaying products, on-site experience, etc. Therefore, improving the travel conditions for urban residents while popularizing online shopping, can increase consumption through offline channels, which leads to collaborative promotion effect. Using an econometric model based on a panel data set of nearly 300 prefecture level cities in China from 2011 to 2016, this paper proves the promotion effect of infrastructure on residents' consumption, and finds that the interaction of transportation and communication facilities is mainly reflected in synergy effect. Further research shows that supporting the online and offline channels coordination byimproving infrastructurecan also help the retailing industry adapt to the changing age structures of family members. The above conclusions show thatimproving infrastructure and promoting channel coordination will play a positive role in optimizing overall consumer experience and improving the residents' consumption level.