Consumer's Behavior In Wangfujing Street And Its Relationship With Retail Location

The study focuses on the influences of the commercial space factors to the consumer behavior in the interest of commercial space planning decision support. As an empirical research, the study using theories and methods which are frequently used by foreign researchers. And the research on consumers' behaviors in East Nanjing Road, Shanghai by Zhuwei laying the foundation for this study. The purpose of this paper is finding out how commercial space factors in Wangfujing Street influence consumers' movement, and try to explore some new method in this area.The study mainly base on a survey in Wangfujing Street in may 2004. The paper is composed of four parts. The first part is to know the basic characteristics of the consumer in Wangfujing Street. And the second parts analyses the relativity of the commercial space factors and the consumer behavior. With the result of the result of the second part, discrete model is used in the third part to discuss behavior mechanism under influences of spatial factors. The model reappearance the individual movement and the aggregate movement successfully. As the end, the fourth part provide optimization methods for locating commercial space, and predict changing on consumers' movement under a supposed plan.