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| APPROACH ON CONSUMERS' SPATIAL BEHAVIOR ON WANGFUJING STREET IN BEIJING |
| WANG De1, ZHANG Zhao2, CAI Jia-lu1, ZHU Wei3 |
1. College of Architecture and Urban Planning, Tongji University, Shanghai 200092, China;
2. Tongji Urban Planning and Design Institute, Shanghai 20009, China;
3. College of Architecture, Building and Planning, University of Technology, Eindhoven 5612 AZ |
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Abstract 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.
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Received: 30 May 2008
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2009, Vol. 24 
