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Abstract The optimization of urban infrastructure can have positive effect on the 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 by improving infrastructure can also help the retailing industry adapt to the changing age structures of family members. The above conclusions show that improving infrastructure and promoting channel coordination will play a positive role in optimizing overall consumer experience and improving the residents’consumption level.
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Received: 26 November 2019
Published: 15 March 2020
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Corresponding Authors:
ZHANG Hao
E-mail: zhh24816@163.com
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2020, Vol. 40 
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