以效用函數為基礎之購物行為模式研究：以台南都會區為實證

A STUDY OF SHOPPING BEHAVIOR MODEL BASED ON UTILITY FUNCTION － A CASE STUDY OF TAINAN METROPOLIS

本研究試圖建立一消費者購物行為模式，並以該模式說明購物地區的選擇與地區之間消費金額流動情形。本研究立基於效用最大化理論，利用重力模型發展出購物行為模式，以台南地區為研究範圍，分別就不同商品類型進行分析。購物地區的吸引力係以各分區的商店數為指標，而後分別針對各種商品類型進行模式校估。實證結果指出，不同類型商品的消費行為會有差異，但整體而言，地區間消費金額流動會與「時間距離」成反比，而與購物地區的魅力度成正比。

This study aims to develop a theoretical consumer behavior model of shopping and then apply this model to explain the choice of shopping district and money flow. The research approach in this paper is based on the utility maximization theory, and a gravity-type model is developed as a model of shopping behavior. This study chooses the Tainan area as the target area, and shopping behavior is divided into several groups based on the types of goods. The attractiveness of a shopping district is explained by the index of retailing. Also, money flow is explained in each of the shopping behavior groups. It shows that the shopping behaviors of various types of goods are different, but money flow from resident district to shopping district is positively changed with the 'time distance' and negatively changed with the attractiveness of shopping district.