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《Journal of Geo-Information Science》 2016-11
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Factor Analysis of Shopping Center Attractiveness Based on Principal Component Logistic Model

YAO Lizhen;YUE Yang;College of Civil Engineering, Shenzhen University;Baidu(Shezhen) International Co.Ltd;Shenzhen Key Laboratory of Spatial Smart Sensing and Services;  
As one of the most classical geography models, Huff model has been widely used in explaining and predicting the movement of human, goods, transport, and currency. In determining trade area for shopping centers, the size of the shopping center is the most commonly used parameter to reflect its attractiveness. However, the attractiveness of a shopping center is usually determined by many other factors, such as price, services, accessibility and environment. Therefore, using size as the measurement of shopping center attractiveness could cause misleading results. To obtain the actual attractiveness factors that should be used in Huff model, this study conducted a questionnaire on five representative shopping malls in one of the largest city in Shenzhen,China, and identified six factors using factor analysis. Then, we used principal component Logistic model to obtain their level of significances and corresponding weights. The results of this study could be helpful to parameter selection of Huff model and thus improve the accuracy of model prediction.
【Fund】: 深圳市科技计划项目(JCYJ20130329144141856);; 国家自然科学基金项目(41671387)
【CateGory Index】: F710
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