Abstract
Recently, at the city center of Fukuoka City, Japan, new kinds of coffee shops such as “Doutor” and “Starbucks” and so on, which we call city center cafés, have opened one after another. Unlike the conventional coffee shops, these cafés provide cheap coffee and fashionable shop space with a form of open café with open-air seats.
The attractiveness of city center retail environment clearly consists in the mixed location of different types of shops or establishments such as department stores, restaurants and movie theaters, and so on. Apparently these new cafés add a new element to the attractiveness of city center. However, no research has been done to clarify to what extent each kind of shops, cafés in particular, enhances the attractiveness of city center retail environment.
We have been conducting studies to evaluate city center retail environment from the viewpoint of consumer shop-around behaviors or Kaiyu: the more the consumer shop-arounds or Kaiyu, the better the city center retail environment. From this viewpoint, the function of city center cafés might be evaluated by their effect on the consumer shop-around behaviors (Kaiyu). With this in mind, we conducted the sixth survey of consumer shop-around behaviors at city center of Fukuoka City in June 2001.
Based on this survey, the purpose of this paper is to clarify consumer’s behaviors of using city center cafés and to estimate the economic effects of the city center café from its effect on increasing the number of shop-around (Kaiyu) steps.
This chapter is based on the paper by Saburo Saito, Tomoyuki Kiguchi, Masakuni Kakoi, and Takaaki Nakashima [10], “Roles of open cafés and their economic effects on city center: Based on consumer behavior using open cafés located at city center,” in Collected Papers for Presentation in The 39th Annual Meeting of Japan Section of Regional Science Association International (JSRSAI), pp. 417–424, 2002 (in Japanese), which is modified for this chapter.
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Notes
- 1.
- 2.
The places to visit during Kaiyu consist of two kinds of nodes: the attraction nodes such as commercial facilities and the transportation nodes for getting on and off transport means.
- 3.
In this study, we only analyze Kaiyu behavior between attraction nodes with excluding transportation nodes.
- 4.
In this case, the p-value is 0.085, which means statistically significant at the 10% level.
- 5.
Here, the number of Kaiyu steps does not include the stops at city center cafes visited and the stops at commercial facilities for the purpose of passing or transit, either.
- 6.
The data include high expenditure (nonuser of city center cafes: 500,000 yen). The average expenditure calculated here excluded this sample.
- 7.
See Sect. 3.1.
References
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Saito, S., Iwami, M., Yamashiro, K. (2018). Roles of City Center Cafés and Their Economic Effects on City Center: A Consumer Behavior Approach Focusing on Kaiyu. In: Saito, S., Yamashiro, K. (eds) Advances in Kaiyu Studies. New Frontiers in Regional Science: Asian Perspectives, vol 19. Springer, Singapore. https://doi.org/10.1007/978-981-13-1739-2_11
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