A Study on Evaluation of Circulation in Shopping Behavior

Focusing on the Shopping Areas in Front of Kichijoji, Tachikawa, and Hachioji Stations

Abstract

While online shopping, progressing in recent years, allows visitors to easily compare products, it is important in commercial clusters to increase the diversity of comparison and experience by increasing the level of circulation. Based on this, this study aimed at finding the factors that produce circulation in shopping behavior by analyzing the circulation situation in commercial clusters from the viewpoint of spatial characteristics and visitors' psychological aspects. For this purpose, the time spent by visitors in the shopping areas in front of Hachioji, Tachikawa, and Kichijoji stations, obtained through a web-based survey, was analyzed from the spatial characteristics of the areas and from the respondents' attributes and psychological aspects. The results indicated that the number of stores alone does not necessarily increase circulation, and that there are factors among area characteristics, store types, and individual attributes of visitors that are highly likely to be related to the time spent in the area.