中国・上海における消費者の買物行動特性 : 消費者行動ダイアリー調査(2001. 3)にもとづく実証分析

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Though faced with the Asian currency crisis in 90s, China keeps the high economic growth rate. In Shanghai, the most modernized region in China, many urban redevelopment projects are under way. They include the Pudong district, which is famous for its newly developed huge New Town with a city center of skyscrapers, and many urban renewal programs at the old city center area near Nanjing Road, which has been recently renovated as the pedestrian walkway with colored tiled pavement. Many parts of Shanghai, whether they are new or old, are drastically changing their physical figures.On the other hand, retail business categories such as convenience store, supermarket, and hypermarket, which are new for China, have emerged and spread out rapidly. In fact, the first convenience store opened just three years ago, but now more than 1, 000 convenience stores are running. Consumers in Shanghai have adapted to these rapidly changing retail environments. It is no exaggeration to say that the future spatial structure of urban retail system will hinge on the course of the changes of consumer behaviors.Few studies, however, have been carried out to empirically clarify the actual behavior of consumers at urban China. With this in mind, for the first time we have conducted two surveys on consumer behaviors in Shanghai. One is the on-site survey on consumer shop-around behavior at the city center retail environment near Nanjing Road and the other the home-based diary survey on shopping behavior of consumers at suburban residential areas.Based on the latter diary survey, this paper tries to clarify the characteristics of consumers shopping behaviors. We first classify shopping destinations into three categories: neighborhood shopping street, suburban shopping center, and central commercial district. Then we analyze how consumers allocate their shopping trips and expenditure among these three categories.Using above micro-data of consumers behavior, we have shown that the central commercial district is characterized by less frequent with high expense shopping behavior and the neighborhood shopping street by high frequent with less expense shopping behavior. We also have shown that the difference of the age and income of consumers leads to different allocation patterns of shopping trip and expenditure among three destinations. In particular, we have shown that the shopping behavior of the age group of lOs to 20s is quite different from other age groups above 30 since they are much oriented to central commercial district in contrast to the other age groups oriented to neighborhood shopping street.
日本地域学会の論文

中国・上海における消費者の買物行動特性 : 消費者行動ダイアリー調査(2001. 3)にもとづく実証分析

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