根据对北京市王府井大街消费者调查所获数据的分析,以地块为分析单位从空间角度探讨消费者的行为特征,包括人流、停留人次、消费金额、人均消费金额等要素的空间分布的基本特征以及入口、回游、出口各阶段的空间特征,以认识消费行为的复杂性和影响因素的多样性。
研究发现:总消费额与消费者人数的相关性远高于人均消费,显示了商业街经济活动以量取胜的现实;是否位于步行街区域及是否设有大型百货公司的影响在每个层面都得到了很明显的体现;另外由于公共交通所决定的出入口区也影响到了附近地块的商业表现。对出入口位置以及起始、回游、结束三地块消费者的人流分布的分析表明:位于起始消费阶段的消费者的人均消费额要远高于其他阶段。消费者的回游流动特点:①具有沿步行街区域由南向北的明显方向性;②相邻地块回游较为频繁;③步行街内部回游频繁,以外地区,特别是离主要出入口较远的北部区域鲜有人的活动;④大型百货之间的回游,特别是对面地块之间的互串较为频繁,最大的回游出现在新东安市场-北京市百货大楼。

The spatial characteristic analysis of consuming behavior is based on the analyst units of blocks and through spatial aspect of view to understand consumers' behavior characteristics. The consumers' basic spatial behaviors include:distribution of flow, stop times, money consumed, and money consumed per capita and spatial phase characteristics. It provides decision making support for the commercial space development planning through the combination of single consumer objected data statistics and the analyses of certain blocks and spaces. Based on the survey made at Wangfujing Street in Beijing, the paper analyzes the consumer behavior characteristics on Wangfujing Street, revealing quantity superiority phenomenon of the economic activities on pedestrian streets of Wangfujing. Besides, the analysis of multi-stop consumer flow characteristics of Wangfujing Street leads to these conclusions:1) obvious directivity from south to north within pedestrian area; 2) more frequent multi-stop activities within neighboring blocks; 3) more frequent multi-stop activities within pedestrian street but less human activities at the northern part which is far from main entrances and exits; 4) frequent multi-stop activities between shopping malls, especially cross block activities between facing blocks and the most frequent multi-stop activities occur within the area between New Dong-an Market and Beijing Department Store. The complexity of consumer behavior and the plurality of its influencing factors are fully manifested in this survey analysis.