南京东路消费者入口行为

14PlanningStudiesENTRANCESHOPPINGBEHAVIOROFCON-SUMERSONEASTNANJINGROADZHUWei;WANGDe;SABUROSaitoTheentranceshoppingbehaviorofcon-sumersisfirstanalyzedusingsampledatafromEastNanjingRoadsurveyinShanghai.Thenanentranceshoppingmodelisconstructedbasedonthemultino-miallogitmodel,whichgetsapleasantgoodness-of-fit.Parametersestimatedbythemodelarealsodis-cussedfordifferentconsumergroups,whichshowtheapplicabilityofusingmodelingmethodfortheresearchaswellasthecomplexityofconsumerbehavior.consumer;entranceshoppingbehavior;commercialspace;multinomiallogitmodel;EastNanjingRoad15Fig.1SurveyareaandinterviewlocationsFig.2Spatialmovementofconsumers16PlanningStudiesTab.1ShoppingbehaviorofconsumersatdifferentstagesTab.4Purposeandconsumptionatendstage(unit:person)Tab.2Purposeandconsumptionatstartstage(unit:person)Tab.3Purposeandconsumptionatmiddlestage(unit:person)17Fig.5SelectedstartblockforresearchFig.3ConsumersdistributionatentranceblockFig.4Consumersdistributionatstartblock18PlanningStudiesFig.6Estimatedandobservednumberofconsumer19Tab.5CalibrationresultofthechoicebehaviormodelTab.6Calibrationresultfordifferenttypesofconsumers20PlanningStudies21