基于消费者搜寻成本的商圈形成机理研究

基于Nelson搜寻成本节约相关理论,通过引入购物成本、品味搜寻成本Ι、品味搜寻成本ΙΙ以及区位搜寻成本等概念,在深入阐释消费者搜寻与购物行为基础上,构建了消费者商圈搜寻期望经济学模型。研究结果表明:第一,商圈商品所能提供的满意度随消费者对商品要求提高或商圈内搜寻新店成本减小而增加;第二,孤立企业商品所能提供的满意度随消费者对商品要求提高、商圈内企业数量增加或商圈内搜寻新店成本减小而增加;第三,商品的区位搜寻成本,以及商圈到孤立企业间距离的影响则由商圈与孤立企业各自所能提供商品的满意度比较情况而决定。同时,结合徐家汇商圈形成案例的分析对以上结论进行了进一步探讨与分析。

Research on Formation Mechanism of Commercial Circle Based on Consumer Searching Cost

Based on Nelson's searching cost saving related theory, through introducing concepts of shopping cost, taste searching cost, taste searching cost, and location searching cost, explaining consumers' behavior of searching and shopping in depth, the spatial economic model on consumers searching expect within commercial circle is constructed. The results of the study show that: first, the satisfaction provided by Commercial Circle goods increases with the improvement of consumer demand and the reduction of searching cost for a new store within commercial circle; second, the satisfaction provided by isolated enterprise goods increases with the improvement of consumer demand, the increase in the numbers of enterprises within commercial circle and the reduction of searching cost for a new store within commercial circle; third, the influence of location searching cost of goods and distance between commercial circle and isolated enterprise is decided by satisfaction comparison of goods provided respectively by commercial circle and isolated enterprise.