개발업자 시각의 중국 쇼핑몰 유인력 결정모델에 관한 연구

The Development of Shopping Mall Attractiveness Model in China from the Developers’ Prospective

This study aims to explore the factors that determine the attractiveness of shopping mall locations for developers, from the perspective of those who want to open shopping malls in China, and to evaluate the relative importance of these factors. It also aims to establish a decision model of shopping mall attractiveness. The measurement variables for shopping mall attractiveness decision models from a developer’s perspective discussed in the literature review may be summarized as location, store, customer price fit, and mall image. Location was classified into tertiary trade area and proxi0mity. Four different measurement variables such as anchor store, tenant mix, number of stores, and size of shopping mall were used for stores. Shopping mall image was determined by the experience module of product, presentation, publication, and properties. The researchers applied this model tofour shopping mall in Beijing. Through the AHP analysis, the researchers found that the relative importance of the variables was in the following descending order: “store attractiveness”(0.339) > “goodness-of-fit between target market customers and prices” (0.287)> “shopping mall image” (0.212) > “location” (0.161).