Quantitative Measurement and Determinant Attributes of Attractiveness of Central Shopping District at City-level

Abstract

When consumer spatial behavior is analyzed, the shopping destination is often caught at either of three hierarchical levels, which is “Individual shop”, “Commercial accumulation”, and “City”. Today, importance of the trade area analysis at the City-level increases, for the consumer spatial behavior is extended by extension of traffic network and the motorization. When the trade area of central shopping district at city-level is analyzed, it is indispensable to understand “Attractiveness, which means power to attract the consumer” of city or central shopping district.
In this paper, I do an empirical study concerning a determinant Attributes of the attractiveness of a central shopping district in Tokyo using consumer's interaction data. First, a quantitative measurement of the attractiveness of a central shopping district (such as “Ginza” and “Shinjuku”) is done by Huffs type spatial interaction model using the empirical data concerning the consumer spatial interaction. Next, I analyze a regulated attribute of the attractiveness of a central shopping district by the regression analysis. As a result of the analysis, it becomes clear that the attractiveness of a central shopping district is composed of two Attributes. The first is “Retail selling area” by which the scale of a central shopping district is expressed. The second is “Accessibility” by which a relative location of a central shopping district is expressed. Moreover, when the residual is examined closely, it was suggested that a qualitative factor, like the image of a central shopping district influence the attractiveness of a central shopping district.