A study of the importance of generalized attributes in shopping choice behaviour
The research reported in this paper focuses upon the qualitative characteristics associated with a traveler's shopping activity, and examines the role which these factors have in determining destination choice behaviour. By exploiting factor analytic methods to generate a set of qualitative or generalized attribute indices, interest is centred not only upon the significance of these indices, but also upon the components of each index. With data obtained from a San Francisco Bay Area Travel Survey, multinomial logit analysis is employed to estimate the model. Moreover, to identify the differential influence of generalized attributes, the model is separately estimated for suburban and central city subsamples and, in the latter case, a simultaneous destination - mode choice model is developed. The results demonstrate that generalized attributes derived from attitudinal information are significant inputs into an individual's choice of shopping area. In addition, policies which focus upon the time, safety, and parking availability components vis-à-vis comfort aspects of the shopping excursion will be more effective in obtaining desired changes in the existing pattern of travel.
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