南京东路消费者的空间选择行为与回游轨迹

首先使用多项分对数模型解释消费者的空间选择行为;然后基于模型进行模拟,再现个体消费者最可能实施的回游轨迹,发现消费者在南京东路中的顺游行为、折返行为、跨越行为等行为特征,以及在回游过程中易被忽略或易使行为不稳定发生的空间问题;探讨影响消费者停留的多种空间原因。最后在南京东路"金三角"地区大规模开发以及假设河南中路以东段步行化两种空间结构改变的情形下,预测消费者回游轨迹的变化。

SPACE CHOICE BEHAVIOR AND MULTI-STOP TRACKS OF CONSUMERS IN EAST NANJING ROAD

In this paper the multinomial logit model is calibrated to explain consumers’ space choice behavior; the multi-stop tracks of individuals are derived through model simulation, which helps to find some behavioral characteristics such as forwarding, back-turning, and spanning as well as spatial problems that may make some space ignored and cause unstable behavior; spatial reasons that influence consumers’ visits are discussed. Finally, changes of the multi-stop tracks under the situations of the development of the "Golden Triangle" area and imagined pedestrianization of the currently non-pedestrian section are predicted and presented.