The survey found that the online shopping experience satisfaction rate is positively related to the level of education. The higher the level of education, the higher the online shopping experience satisfaction rate. Among them, the highest satisfaction rate for masters and above is 97.5%, which is 13.9 higher than junior high school and below users. percentage point.
From the point of view of consumers choosing online shopping, convenient, affordable, and abundant products are the main factors attracting consumers to make online purchases. 78.5% of users said that they can leave their homes online and save time; 39.2% of users can Shopping anywhere, anytime, regardless of space and time; 22.4% of users said that the delivery of goods is more convenient, home delivery to save the burden of mobile shoulder. Second, online shopping prices affordable, more than 80% of users reflect online products (services) The overall price is more than 5% cheaper than physical stores, 40% or more users reflect more than 10% cheaper than physical stores, 63.3% of users choose online shopping because online shopping prices are cheaper than physical stores.
At the same time, the data shows that online shopping has stimulated consumption and changed residents’ daily consumption habits. The survey results show that over 80% of users shop online twice a month. In 2017, online shopping users in Beijing averaged 5.1 online purchases per month, which is an increase from 2016. 0.4 times. 87.7% of users averaged 2 or more online purchases per month, which represents an increase of 1.1 percentage points over 2016. Of these, 51.9% of users purchased online 2-5 times per month, 23.0% of users purchased online 6-10 times per month. 12.8% of users monthly online purchases reached more than 10 times.
The "Report" also stated that through the measurement of online shopping substitution rates, it was found that online shopping users' consumer behaviors became more rational and demand became increasingly diverse. In 2017, the online shopping customer online shopping replacement rate in Beijing was 84.8%, that is, 84.8% of the total online shopping purchases. It was originally necessary to purchase. In addition, when asked about the impact of online shopping on life, 41.9% of users said that the impact of online shopping on the number of purchased goods (or services) remained basically unchanged, 42.4% of users said that online shopping for consumer spending The impact remains basically unchanged. 47.5% of users expect that the ratio of online shopping spending to total household consumption expenditure will remain basically unchanged, all exceeding 40%. The above data shows that consumers can behave more rationally with online shopping and can satisfy their own utility satisfaction level. Make choices and make reasonable consumption judgments.