Study on Residents'' Shopping Location Preference and Shopping Location Choice: A Case on Xicheng and Haidian Districts of Beijing
北京城市居民消费区位偏好与决策行为分析——以西城区和海淀中心地区为例

Since the 1990s, commercial conditions in China including commercial environment, retail types, scale of retail enterprises, spatial structure of retail and shopping decision-making factors have changed. In order to keep up with these changes, commercial geography should set up new perspectives, theories and methods to analyze its internal mechanism and changing rules, and thus provide reasonable and practical scientific basis to commercial planning, location decision of retail enterprises and commercial environment construction. Taking Xicheng and Haidian Central Districts of Beijing as a research case, which is a sector region from city center to rural area, this paper selects 12 commercial centers as most important study objects of this sector. On the basis of the data from 1300 residents' questionnaires, the paper empirically analyzes the residents' shopping location preference and shopping location choice in two Logit models. Empirical results show that shopping behavior of residents is significantly and positively related to working in high-tech companies, high income and by car and is negatively related to high school diploma, by bus and subway. Furthermore, the residents' shopping location decision is significantly and positively related to leisure establishment and relative restaurant and entertainment establishment and negatively related to commercial location, commodity price, service quality and parking site. These empirical findings have important policy implications and marketing for policy-makers and retail developers.