消费者对城市商业集聚形态的选择及其影响因素

Consumers' Choice of Commercial Agglomeration Form in Chinese City and Influential Factors

在问卷调查的基础上,使用离散选择模型实证分析消费者对城市商业集聚形态的选择行为及其影响因素。研究发现:购物方便性、综合设施、产品品类组合、产品价格显著影响消费者对创新型商业集聚形态的偏好,服务和质量因素并不显著影响消费者对城市商圈的空间偏好,年龄和性别对消费者选择创新型商业集聚形态的影响较为显著。结果表明,中国城市演化型商圈和创新型商圈之间服务差异化并不明显,城市创新型商圈的发展主要来自购物便利性、基础设施、产品品类组合产生的综合辐射效应。

Using discrete choice model, consumers＇ choice of the form of commercial agglomeration and influential factors are empirically analyzed based on the survey data. The empirical results show that shopping convenience, integrated facilities, category combination, price of the property in the commercial district bring significant impact on consumers＂ preference of innovative commercial agglomeration, service and quality of factors in commercial district property do not yield obvious marginal effect, and age and gen- der of consumers characteristic attributes yield greater marginal effect on the district selection probability. It shows that service difference in the China＇s urban district are not significant, the main factors in the expan- sion of the commercial district come from the comprehensive radiation effects which based on convenience, shopping facilities, format and category combination brought by the sitting and urban planning.