Research on the Impact of New Retail on Consumer Behavior

Si-jie YAN, Xiao-ting QU, Yuan-yuan LAN


Retailing, as a basic industry, plays an important role in the national economy. In recent years, affected by macroeconomic environment and e-commerce, China’s traditional retail industry has been in a dilemma of development. Against this backdrop, the word "new retail" comes into being. The new retail is proposed by Jack Ma, which aims to integrate online platforms and offline stores with modern logistics closely through big data and artificial intelligence technologies. This paper specifically analyzes consumer behaviors in the new retail environment by means of modelling and questionnaires survey. It aims to provide feasible suggestions for retail companies to meet consumer’s demand, break through bottleneck and create more social wealth.


New retail, Consumer behavior, Consumer experience, Demand


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