This study aims to explain the difference of consumer shopping behavior to the shopping centers located in the city center and suburb, and to estimate the demand for centers. A shopping behavior model is derived from the maximization of consumers' utility. The model is a gravity type where the number of trips to shopping centers is explained by their attractiveness and the travel time. The parameters of model and the attractiveness are estimated by using shopping behavior data. As an application, the change of demand for shopping centers is estimated when the floor space of shopping center is enlarged.
