근린 토지이용 특성이 근린 내·외부 쇼핑 및 여가시설 선택에 미치는 영향

Abstract

Shopping and leisure activities of the residents have gained attention due to the change of life styles with the increase of income level, spread of personal mobiles as well as longer holidays. Academic researches on consumers’ shopping behavior in the mixed land use condition are rare. Previous studies have primarily focused on such big retailers as department stores and discount stores. The purpose of this study is to examine the influence of land use characteristics in neighborhood on the residents’ choices of shopping and/or leisure facility, assuming that the consumers’ behavior is affected not only by the location and physical characters of the commercial facilities but also by the attributes of the residential community including mixed land use index and the size of such facilities. The 1,600 responses from the survey throughout Seoul are geo-coded to link neighborhood land use data. We have the evidence that RNR (Residential and Non-Residential balance) index, a proxy to measure the extent of mixed use development, as well as the sizes of shopping and leisure facilities influences consumers’ choice for shopping sites. The more neighborhood shopping and/or leisure facilities are provided, the more residents use them in the area rather than hunt in outer shopping spots.