Research On Spatial Patterns Of Consumer Behavior In Ningbo Shopping Center

Since the reform and opening up, China's economy develops gradually, the power of residents consumption grows continuously, and consumers'ideas and consumption demand changes gradually.Market-oriented consumption economy is changing to the paradigm of human (consumers)-oriented, the society focuses on the diversified development and diversification of human needs. With the revival of the Western behavioral geography, both in-depth exploration of social micro-level and the reveal of the individual behavior laws are increasingly attracting the majority of geographical researchers'interests. Shopping Center provides an important supporter for the Studies of consumer behavior.This study takes Tianyi Square shopping center as a case, first reviews the development and position of Tianyi Square ,and then builds the shopping center theoretical framework of public spatial attributes, according to the theoretical framework, the author discusses Tianyi Square Public spatial attributes from the consumer's preferences and the levels of acceptance, to understand which is the spatial attribute of Tianyi Square to impact on consumers greatly, and the different spatial attributes impact the different characteristics of consumer groups. The results show: "Entertainment" attributes is the most important attributes factor of Tianyi Square public space impacting the consumers, from the consumer view, Tianyi Square, to be first as a leisure and entertainment of public places, followed by the shopping center Function.By visiting location of the consumers, the author does clustering analysis, and then gets five spatial types of consumers in Tianyi Square: "leisure&shopping type ","Sunshine&recreation type", "shopping&social interaction type", "wanderlust type " "Cultural attraction type" .through the characterization on each type and attributes from the interpretation of consumer behavior from the characteristics of visiting sites, the author summarizes the law of space on consumer behavior of Tianyi Square, and then concludes the Tianyi Square spatial model of consumer behavior, which reveals the five types of consumers in the relationship of "visit sites" and "visit times": both "Sunshine & recreation type" and "leisure & shopping type" Consumers are less types of sites-visited, the former visit less times, but the latter more; both "shopping &social interaction type" and "Cultural attraction type" visit the sites in the general number, and no difference in the "visit times"; the "wanderlust type" consumers visit the Most sites, and not impacted by "visit times".