北京城市居民消费区位偏好与决策行为分析——以西城区和海淀中心地区为例
收稿日期: 2005-12-30
修回日期: 2006-05-15
网络出版日期: 2006-10-25
基金资助
国家自然科学基金项目 (40571048)
Study on Residents' Shopping Location Preference and Shopping Location Choice: A Case on Xicheng and Haidian Districts of Beijing
Received date: 2005-12-30
Revised date: 2006-05-15
Online published: 2006-10-25
Supported by
National Natural Science Foundation of China, No.40571048
以居民消费行为与商业区位选择为研究目的,从消费者属性和商业环境双重视角,构建计量经济模型分析居民消费区位偏好和区位决策行为。研究表明,教育程度、职业类型、收入水平、交通出行方式和购物出发点等居民属性特征显著影响着居民消费区位的偏好,居民对区位、商品价格、服务质量、休息场所、配套设施、停车场等商业环境满意度的评价水平明显影响着居民的消费区位决策,但居民对交通条件、商业规模和商业氛围等满意度的评价水平对消费者区位选择决策的影响并不显著。因此,针对不同消费者要开发和建设不同类别的商业区,以满足不同层次居民的消费需求;另外,良好的商业区位、多元化商品价格、高质量服务水平、完善的休息场所和配套设施、充足的停车场设施等是吸引居民消费的重要条件,也应该是商业区环境建设的重点内容。
张文忠,李业锦 . 北京城市居民消费区位偏好与决策行为分析——以西城区和海淀中心地区为例[J]. 地理学报, 2006 , 61(10) : 1037 -1045 . DOI: 10.11821/xb200610003
Since the 1990s, commercial conditions in China including commercial environment, retail types, scale of retail enterprises, spatial structure of retail and shopping decision-making factors have changed. In order to keep up with these changes, commercial geography should set up new perspectives, theories and methods to analyze its internal mechanism and changing rules, and thus provide reasonable and practical scientific basis to commercial planning, location decision of retail enterprises and commercial environment construction. Taking Xicheng and Haidian Central Districts of Beijing as a research case, which is a sector region from city center to rural area, this paper selects 12 commercial centers as most important study objects of this sector. On the basis of the data from 1300 residents' questionnaires, the paper empirically analyzes the residents' shopping location preference and shopping location choice in two Logit models. Empirical results show that shopping behavior of residents is significantly and positively related to working in high-tech companies, high income and by car and is negatively related to high school diploma, by bus and subway. Furthermore, the residents' shopping location decision is significantly and positively related to leisure establishment and relative restaurant and entertainment establishment and negatively related to commercial location, commodity price, service quality and parking site. These empirical findings have important policy implications and marketing for policy-makers and retail developers.
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