地理科学进展

地理科学进展 ›› 2010, Vol. 29 ›› Issue (12): 1470-1478.doi: 10.11820/dlkxjz.2010.12.002

• 研究综述 • 上一篇    下一篇

商业空间消费者行为模型研究综述

朱玮, 王德   

  1. 同济大学城市规划系|上海200092
  • 收稿日期:2010-06-01 修回日期:2010-07-01 出版日期:2010-12-25 发布日期:2010-12-25
  • 作者简介:朱玮(1978-)|男|讲师|主要研究方向为决策和行为建模|消费者空间行为|模型方法在城市规划、交通、零售业等领 域的应用。E-mail: weizhu@tongji.edu.cn
  • 基金资助:

    国家自然科学基金项目(40871080)；高密度人居环境生态与节能(同济大学)教育部重点实验室支持项目。

A Review on the Models in Research of Consumer Behavior in Commercial Space

ZHU Wei, WANG De   

  1. Tongji University, Shanghai 200092, China
  • Received:2010-06-01 Revised:2010-07-01 Online:2010-12-25 Published:2010-12-25

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被引次数

36 | 4

摘要：

本文综述商业空间中消费者行为者研究中应用的主要模型方法。从模型发展历史将其分为集合模型和个体模型阶段；从空间尺度视角分别在宏观、中观、微观层面总结模型的应用。集合模型首先介绍以空间相互作用理论为基础的重力模型，其中包括基本的模型形式、制约的模型形式，以及竞争目的地模型。集合模型的第二部分介绍描述消费行为动态的马尔科夫链模型，着重于从恒定转移概率到变化转移概率的发展和应用。个体模型首先介绍以随机效用理论为基础的离散选择模型，将被广泛应用的多项分对数模型和嵌套分对数模型作为重点。最后介绍作为模拟手段的多代理人技术。综述包括模型的基本原理、相关文献，以及各自特点。总体上认为，模型的选用需要与研究的特性相符合。集合模型的优点是能够把握整体的趋势，缺点是不能满足对异质性高的行为作深入探索；个体模型的优势在于对行为多样性的灵活把握能力，但要通过自下而上的方式逼真地模拟集合现象仍需要深入研究个体间的互动规律。

关键词: 模型, 商业空间, 消费者行为, 综述

Abstract:

This paper reviews the main models used in the research of consumer behavior in commercial space. It takes a historical perspective, divides the development of the models into the stages of aggregate models and individual models, and classifies the model application into macro, meso, and micro scales. For the aggregate models, the paper firstly introduces gravity models based on spatial interaction theory, including the basic model form, constrained forms, and the competing destination model. The second part for the aggregate models section introduces Markov Chain models for describing dynamic consumer behavior, with the emphasis on the development and applications from static transition probabilities to varying transition probabilities. The individual model section introduces discrete choice models based on random utility theory, with the emphasis on the widely applied multinomial logit and nested logit models. This is followed by an introduction to multi-agent technology as a simulation tool. The review includes the fundamentals of underlying theories of the models, related literatures and model features. It is considered that the fitness between the model and the nature of the research is important for model selection. Aggregate models have the advantage of grasping the overall regularities, but are limited in exploring highly heterogeneous behavior. The advantage of individual models is the flexibility to represent heterogeneous behavior, while the idea of bottom-up simulation to form aggregate behavior requires deeper understandings of inter-individual interactions.

Key words: commercial space, consumer behavior, model, review