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| STUDY ON CHANGES OF CONSUMER BEHAVIOR IN EAST NANJING ROAD——A Comparison of the Year 2001 and 2007 |
| CAI Jia-lu1, WANG De2, ZHU Wei2 |
1. Wuxi Urban Planning and Research Center, Wuxi 214072, China;
2. College of Architecture and Urban Planning, Tongji University, Shanghai 200092, China |
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Abstract The research on consumer behavior in East Nanjing Road in 2001 revealed the basic characteristics of consumer behavior quantitatively. This paper compares consumer behavior between the survey data of year 2001 and year 2007, and investigates the changes of consumer behavior in East Nanjing Road during these 6 years. The main changes of consumers' socio-demographics are:1) more young people, 2) more outlanders, and 3) less income. The main changes of consumers' spatial activities are:1) The main entrances of the street increased from two to three; 2) The original core of activity at the western end of the street where the gross consumption and pedestrian flow highly concentrated moved to the middle part of the street; 3) The spatial distribution of consumers' average expenditure was homogenized; 4) The highest average expenditure changed from blocks with professional stores to blocks with department stores. In the last part of this paper, we made a conclusion of the relationship between the changes of consumer behavior and the changes of macroscopic commercial environment by using a dynamic system analytical graph. The approach of getting data from questionnaires to perform mathematical statistical analysis and establishing discrete choice models in studying consumer behavior in commercial (pedestrian) street (space), through 30 years of development, has been improved. In 2001, this method is applied on the study of consumer behavior in the east Nanjing pedestrian street (Wang, 2003) and revealed consumer behavior characteristics and laws in the pedestrian street at that time successfully. This study compares the results of the two surveys on both consumer basic characteristics and spatial behavior characteristics to reveal the changes and the underlying mechanisms in East Nanjing road.
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Received: 21 February 2010
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2011, Vol. 26 
