苏州观前商业街区消费者行为模型构建与应用  

ESTABLISHMENT AND APPLICATION OF CONSUMERS' BEHAVIOR MODEL IN GUANQIAN COMMERCIAL STREET,SUZHOU

作　　者：王德[1] 李光德[2] 朱玮[1] 王灿[1] 范凌云[3,1] 

机构地区：[1]同济大学建筑与城市规划学院 [2]荷兰埃因霍温科技大学 [3]苏州科技学院城市规划系

出　　处：《城市规划》2013年第9期28-33,66,共7页City Planning Review

基　　金：国家自然科学基金:我国商业步行街消费者行为研究的部分成果(批准号:40871080)

摘　　要：为揭示面状商业街区内消费者路径选择行为的规律,运用统计学方法对苏州观前街地区消费者行为进行了分析,包括消费活动的空间分布、地块间消费者流动、消费者路径选择行为等。进而运用分对数模型分析了消费者在交叉口的方向选择行为,发现不同方向上的营业面积、趋近于观前街、趋近于小公园、趋近于玄妙观、道路宽度、步行化等要素对方向选择有显著作用。最后,运用模型对人民路步行化、交叉口改造和小公园改变用途后的消费者行为的对应变化进行了模拟,以预估规划方案的实施效果并评价规划变更的影响。In order to discover the rules of consumers＇ route choice behavior in the commercial street, this paper employs statistical methods to analyze the space-time characteristic of the consumers＇ behavior in Guanqian Street of Suzhou, including the spatial distribution of consumption activities, consumer flow between different sites, consumers＇ route choice behavior, etc. Following the basic analysis, the paper uses Logit model to analyze the consumer＇s choice of direction at the crossings, finding that the factors such as the business area, closeness to Guanqian Street, closeness to the small park, closeness to Xuanmiao Temple, road width, and pedestrian-friendliness in different directions play a significant role in the choice of direction. In the end, the paper uses the behavior model to simulate the changes in the consumers＇ behavior after the pedestrianization of Renmin Road, the renovation of crossings, and the shift of the use of the small park, so as to predict the implementation effect of the planning scheme and evaluate the influence caused by the change of the planning.

关 键 词：消费者行为 LOGIT模型 方向选择 观前街 

分 类 号：F727[经济管理—产业经济] TU984.13[建筑科学—城市规划与设计]