Abstract
Huff's model, developed to predict shopping zone choices is theorized using a Logit model through behavioral aspect. However, this theory can only be determined for a certain assumption, when the utility of consumers include: the logarithm term for shopping zone size and the error term that follows the Gumbel distribution. For this paper, we introduce a new concept, which is a utility per one unit of good and prove the assumption can be defined by considering the maximum value distribution when it follows the logistic distribution. Then, we include parameters: the information incompleteness of the consumers on goods and the demanding number of goods, to establish an extension of the Huff's model.
