中文摘要：

网络零售一直都被认为不受传统零售商圈限制，拥有无限的潜在顾客。然而近年来，越来越多的学者发现，和传统零售一样，网络零售商能够吸引到的实际顾客数量依旧在很大程度上受消费者所在地域位置的影响。有鉴于此，本文聚焦于消费者视角，基于消费者渠道迁徙理论、社会互动理论和长尾理论，综述了目前国内外关于网络零售地域影响因素的研究成果，并相应地总结了现有研究针对相关影响因素给网络零售企业提出的营销策略建议，最后展望了该领域的未来研究方向，以期为相关研究和管理实践提供借鉴。

英文摘要：

It has been considered that internet retailing is not restricted by traditional retailers cir- cles and has unlimited potential clients. However, in recent years, more and more scholars find that, like traditional retailing,the number of real consumers attracted by internet retailers still depends on the geographic locations of consumers to a great extent. In view of this phenomenon,from a consumer perspective,this paper reviews the research achievements with regard to the geographic factors of in- ternet retailing based on consumer channel migration theory, social interaction theory and long tail theory and correspondingly summarizes marketing strategy suggestions proposed by current research to internet retailers. Finally,it points out the directions in future research in order to provide the refe- rence for related research and management practice.