Similarities and Differences in Pedestrian Shopping ...

Similarities and Differences in Pedestrian Shopping

Behavior in Emerging Chinese Metropolises

Wei ZHU ,De WANG ,Harry TIMMERMANS and Saburo SAITO

Abstract

To give a general impression on the fast development of Chinese retailing,this paper reports

a study on pedestrian shopping behavior in two city centers,East Nanjing Road and Wang Fujing

Street in Shanghai and Beijing.Similarities and differences in pedestrian profiles,activities and

movement patterns are generalized from a comparison of statistics from the two groups.

Although their social-physical backgrounds are similar,the results indicate similarities in pedes-

trian profiles and movement patterns but differences in activities,and reflect some fundamental

differences in the retail content and development stage of the two streets in during the moderniza-

tion process.

JEL classification:D12,R10

Keywords:Pedestrian Behavior,Similarities,Differences,Retailing,Shanghai,Beijing

Introduction

The study of pedestrian shopping behavior has found substantial interest in a variety of

disciplines over the last decades(see Bennison and Davis［2］,Borgers and Timmermans［4］,Lorch

and Smith［6］,Bitgood and Dukes［3］).Much of this research was motivated by the fact that inner

city areas have been pedestrianized or by the desire to predict the effects of major restructuring or

new transportation plans on pedestrian movement patterns and thereby on turnover level in

shopping streets for particular types of retailers.The latest“kids on the block”in this respect are

some of China’s major cities,such as Shanghai and Beijing.Retailing is becoming one of the most

active economic activities in China(see XinHuaNet［13］)as the result of macro economic growth,

accelerating urbanization,increasing discretionary income and more open economic environment.

Shanghai and Beijing,the two metropolises in Southern and Northern China,are also leading

cities of retailing in respective regions.The municipal governments of both metropolises have

planned to put great endeavor into building up a complete modern retailing system in central cities

before 2010(see Shanghai Huangpu District Government［9］,Beijing Dong Cheng District Govern-

ment［1］).It is usually believed that there exists some cultural-economic difference between

Southern and Northern China,which resides in every aspects of life including retailing and individ-

ual shopping behavior.Generally,Beijing is thought to be culturally stronger as it has been acting

145

Corresponding author,PhD Candidate,Urban Planning Group,Vertigo 08.16,Eindhoven Univer-sity of Technology,Den Dolech 2,Postbus 513,5600 MB Eindhoven,The Netherlands

Tel:0031-040-2472861 Fax:0031-040-2438488 E-mail:w.zhu＠tue.nlProfessor of Department of Urban Planning,Tongji University,Siping Road 1239,200092 Shangh-ai,China

E-mail:dewang＠mail.tongji.edu.cnProfessor of Urban Planning Group,Eindhoven University of Technology,The NetherlandsProfessor of Faculty of Economics,Fukuoka University,Japan

Received:7 June 2006 Accepted:25 March 2007Ⓒ日本地域学会（JSRSAI）2007

Studies in Regional Science,Vol.37,No.1,2007,145-156.

as the political heart of the country for a long history.Shanghai,on the contrary,is usually

thought to be more economically prosper also because of its historical leading role in China

economy since the late 19th century.However,globalization in these modern metropolises and

their mutual competition could have been making such difference less and less significant.

To derive a general impression on the latest situation of retailing development in China,we

report in this paper a study on pedestrian shopping behavior in East Nanjing Road(ENR)and Wang

Fujing Street(WFS),two major city centers of Shanghai and Beijing.Parts of the two streets still

have traditional retailing,but increasingly more blocks have recently seen the appearance of

modern stores,tailored according to a western image.Wang,et al.(［11］,［12］,［17］)have carried

out a series of pedestrian behavior studies on ENR.However,there is still no precedent on

comparative studies between ENR and WFS,at least in terms of pedestrian behavior,and generali-

zation is lacking.In this paper,similarities and differences in pedestrian profiles,activities and

movement patterns are generalized from comparing statistics of the two groups.The paper is

organized as follows.First,we will report the details of the data collection and describe some key

characteristics of the streets.This is followed by an overview of pedestrian profiles,their activ-

ities and movements with discussing the underlying mechanism.Discussions on the causes of these

similarities and differences are presented in the fourth section.Finally we will conclude the paper.

Data

ENR is named“The No.1 shopping street in China”both for its historic position and its current

symbolic meaning for Chinese retailing.In the early 20th century when the area near ENR was

leased to British,several English retail department stores were established in ENR,followed by

hundreds of retailers opening their businesses before 1920s.This made ENR one of the most

famous places of shopping and entertainment at that time in the Far East.Many of these old brand

stores still exist today,adding much charm and sense of internationality to ENR,with many other

modern stores.It is also a famous tourism site so that there is a saying“You don’t really have been

in Shanghai if you haven’t been to Nanjing Road”.The latest estimation of the number of

pedestrians reported by the Research Center of Shanghai Commercial Economy(RCSCE)(［10］)is

680,000 per day on average in normal days.The number is 97% more in important holidays such

as May 1st and October 1st.Its attraction and importance continue to grow since part of ENR was

pedestrianized in 1999.The street is about 1,600 meters long,and 1,000 meters of this is pedestrian-

ized(Figure 1).People’s Square,a multifunctional place for gathering,leisure,shopping,museums

and public transportation terminus,is located at the western end of the street.The eastern end

locates the Bund,an internationally famous tourism site featured for buildings of the early 20th

century.Many public transport stops are located near the Bund.There are two metro stations in

the area,one near People’s Square,and the other at the eastern end of the pedestrian section,Mid

Henan Road.There are two most important metro lines running across these two stations,which

carry a huge number of passengers everyday.Most of the shops are located along both sides of the

street,shaping a linear shopping space.The west end locates 4 department stores,forming a strong

retail magnate.There are also several department stores along the pedestrian section but not in

the non-pedestrian section,which leads to much difference between their total retail floorspace

about 330,000 m to 25,000 m.

A survey was carried out in the area about 1.6 km around ENR on September 18th(Thursday)

and 20th(Saturday),2003.From 12 pm to 8 pm,20 students from Tongji University randomly

invited pedestrians who prepared to end their shopping trips to participate in the survey.Those

who agreed were asked for the following information:

(1) Personal information including gender,age,occupation,residential location,marital status

and monthly income;

(2) Information about their shopping trip in ENR.The students recorded,based on the

146 Wei ZHU et al.

respondents’memory,the stores/places where they stopped,the sequence of these stops,the

goods bought at every stop and the expenditure,the start and end time of the shopping trip,

and their means of transportation to ENR.

A total of 809 valid records were collected,406(50.2%)on Thursday and 403(49.8%)on

Saturday.

If ENR is the symbol of retailing in Southern China,WFS can be said the symbol of the North.

In the early 20th century,the area near WFS lived many royal house members,politicians and riches

who were the major customers of retailers in WFS.The beginning of retailing activities with

notable scale was in 1903,with the establishment of Dongan Market which was said the most

favorable place of Beijing people and now is redeveloped into a modern shopping mall,New Dongan

Market.Many other old brand stores are taking the similar strategy to have a modern appearance

while keeping the sense of nostalgia.Like ENR,WFS was also partly pedestrianized in the same

year.The latest estimation of the number of pedestrians is 250,000 per day on average in normal

days and 300,000 in holidays(see Beijing Dong Cheng District Government［1］).The street is

located in the historical center of Beijing city.The Forbidden City and Tianan Men Square is 1,000

meters to its west.To the north of the street,there locates many cultural facilities such as China

Fine Art Museum and Beijing People’s Art Theater.Public transportation concentrates at the

southern end of the street,including a metro station of two most important lines and several bus

stops.Some bus stops are also located in the middle section and northern end of the street.The

shopping space is linear too,stretching 1,200 m from south to north(Figure 1).The pedestrian

section is about 530 m,which,similar as ENR,is separated by a traffic road with the non-pedestrian

section.Large department stores are all located south to the northern end of the pedestrian

section,where there is about 320,000 m total retail floorspace.The rest about 37,000 m is

distributed in the section to the northern end of the pedestrian section.

The survey was carried out on May 17th(Monday)and 22nd(Sunday),2004,administrated by

20 students from Beijing University,from 11 am to 8 pm.The survey method and content were

similar to those applied in ENR and 760 valid records were collected(275(36.2%)on Monday and

485(63.8%)on Sunday)(if there is no specific notation,the contents of the two surveys relevant to

the analyses in this paper are the same).

Similarities and Differences in Pedestrian Shopping Behavior in Emerging Chinese Metropolises

Figure 1 Survey areas around ENR and WFS

147

We use the above two data to compare the pedestrian profiles and the activities between the

two streets.But for the analysis of movements in ENR,we used a datum collected in 2001 in stead

because a metro line was being built near the western end of the street during the 2003 survey,which

might affect normal movement patterns.Since the spatial structure of ENR didn’t change much

during the two years,the result is transferable to the situation in 2003.

Analyses and results

Pedestrian profiles

Gender The percentage of female pedestrians(54%)is a little bit larger than that of male pedestrians

(46%)in ENR.The gender composition in WFS is just the reverse,with 54% of male pedestrians

and 46% of female pedestrians.

Age Pedestrians were divided into three age groups,young(16-29),middle-aged(30-49)and old

(≧50).In ENR,55% are young pedestrians,34% are the middle-aged and 11% are the old.If

cross-analyzed with gender,the top three dominant groups are young female(34%),young male

(21%)and middle-aged male(20%).The age distribution in WFS is very close to that of ENR

(young 53%,middle-aged 34%,old 13%).Though young female is still the dominant group,its

percentage(28%)is 6 percentages less than that of ENR.In accordance,the percentage of young

male(25%)and middle-aged male(22%)increase.

Occupation

The four dominant occupations in ENR are:company staff(33%),student(19%),civil servant

(9%)and others(9%).They are also the dominant occupations in WFS with similar percentages

(company staff 31%,student 21%,civil servant 9%,others 9%).

Residence location

Seventy percent of the pedestrians in ENR live in Shanghai and the rest 30%came from out of

Shanghai,consistent with the latest report from RCSEC［10］.Differently,WFS seems more

attractive to outlanders as the percentage of pedestrians coming from out of Beijing(45%)is 15

percentages more.The rest 55% are local residents.

Monthly income

The average monthly income of pedestrians in ENR(1890 Yuan)is a little bit less than that of

WFS(2,154 Yuan).But their difference is insignificant from the Mann-Whitney test(Z＝－0.372,

Figure 2 Income distribution

148 Wei ZHU et al.

Sig.＝0.71).We can see from Figure 2 that largely the income distributions of the two streets are

similar and left-skewed,which means that both places attract more pedestrians with lower-middle

incomes.

Activities

Purpose

The major purpose of the pedestrian to shopping street is a single choice question in both

questionnaires.The purposes of pedestrians in ENR are:shopping(50%),leisure and entertain-

ment(39%),meal(2%),business(6%),and others(3%).The question for pedestrians in WFS was

a bit different with the additional option--tourism.It was because that in the ENR survey we

categorized tourism also into the leisure and entertainment option but latter found that it could be

better to distinguish.This improvement in the WFS survey lead to the following purpose distribu-

tion:shopping(26%),tourism(29%),leisure and entertainment(31%),meal(2%),business(9%),and

others(3%).If we group the tourism and leisure and entertainment options for the comparability

to ENR,we get 60% on this category.The difference is fairly clear.The major purpose of

pedestrians in ENR can be said consumption-oriented while that in WFS is non-consumption-

oriented,which could lead to different shopping behaviors.Surprisingly,there is no significant

relationship between residence location and purpose in either case.In ENR,the ratio between the

numbers of consumption-oriented and non-consumption-oriented pedestrians is slightly more than

1:1 within both the local and outlander group(χ＝0.005,df＝1,Sig.＝0.943).This ratio is slightly

Figure 3 Activities and expenditures

149 Similarities and Differences in Pedestrian Shopping Behavior in Emerging Chinese Metropolises

fewer than 1:2 in WFS(χ＝0.133,df＝1,Sig.＝0.715).

Activities and expenditures

Bars in the right side of Figure 3 show the top ten ratios between the number of pedestrians who

performed certain activities and the sample size.To its left,the mean expenditures on certain

activities are displayed.These activities can be categorized as consumption-based and non-

consumption-based.In the consumption-based activities,clothing and food related activities are

major components.The ratios and expenditures of clothing shopping in ENR are both more than

those in WFS.The unique consumption-based activities in the top ten of ENR which do not appear

in WFS are shoes and cosmetic,while the latter has book as its unique activity due to the fact that

there are two large book stores and other smaller ones in WFS but only one in ENR.In the non-

consumption-based activities,rest is the first in both streets,with the one in WFS 9 percentages

more than that in ENR.The second activity in this category is no purpose in ENR while it is

visiting in WFS.

Individual gross expenditure

The individual gross expenditure is the sum of expenditures on every activity for each pedes-

trian.The mean individual gross expenditure of pedestrians in ENR is 419 Yuan and for the

pedestrians in WFS is 221 Yuan.The difference is significant(Z＝－10.921,Sig.＝0.000)and can be

more clearly viewed in categorized distributions(Figure 4).Except on the expenditure levels less

than 100 Yuan,the percentages of higher expenditure levels of pedestrians in ENR are all larger

than those in WFS,especially on the more than 1000 yuan level.This reflects the fact that the

retailing in ENR is more economically prosperous than that in WFS.

Means of transportation

The three dominant means of transportation for pedestrians in ENR are:bus(38%),metro

(32%)and taxi(15%).The WFS case has the similar distribution:bus(36%),metro(31%),and

taxi(12%).For such high reliance on public transportation,the locations of bus or metro terminus

could largely affect the movement patterns of pedestrians so as to the spatial structures of shops,

which will show in detail later.

Time use

The time which pedestrians stay in the shopping streets is different between the two streets.In

ENR,the mean time is 298 min,nearly 5 hr.While the mean time for WFS is 263 min,approximate-

ly 0.5 hr less than the former.The difference is significant(F＝23.143,df＝1,Sig.＝0.000).In

Figure 5,since the time use over 4 hr,the percentages for the pedestrians in ENR start to exceed

Figure 4 Individual gross expenditure distribution

150 Wei ZHU et al.

those for the pedestrians in WFS.We may tentatively conclude that ENR is more attractive to

hold pedestrians staying longer.

Pedestrian movements

Aggregate movement

Two locations were identified as major entry points based on the number of pedestrians

entering each location in ENR.The entry point with the highest number is People’s Square where

50% of the pedestrians entered.The second most important entry point is the Bund where 18%of

pedestrians entered.The major exit points where pedestrians left the survey area are completely

same as the entry points,suggesting that most pedestrians walked back to their start locations.

For the entry points in WFS,the mode of pedestrian distribution is similar to that in ENR.The

most important entry point is the southern end of the street,the percentage of pedestrians is 59%.

The second most important entry point is the northern end of the street where 11% of the pedes-

trians entered.

After the pedestrians entered the shopping street,they started their activities and stopped in the

first place.This is the entry stage we define.Figure 6 shows the aggregate movements of

pedestrians(Only the numbers larger than 5 are shown).Several similar patterns can be identified.

First,the numbers of movements of shorter distances are more than those of longer distances.

Second,longer movements are usually pointing to blocks with large stores.The attraction of these

stores providing large amount of assortments and multifunctional shopping environment could

compensate the cost of distance.Third,some blocks were skipped by the pedestrians who went

directly into the pedestrian street.

After the entry stage,the pedestrians sequentially stopped in places in the shopping street until

they ended the shopping trip.This is the multistop stage we define.In Figure 7,pedestrian

movements in both streets show some common features(only numbers larger than 10 are shown).

The numbers of movements between blocks with large shops are much larger than those between

blocks with small shops.Activities in the non-pedestrian section are much fewer than those in the

pedestrian section.Compared to the distances of movements in the entry stage,the distances of

movements in the multistop stage are much shorter.Movements between adjacent blocks are

apparently more than those“jumping”through in-between blocks.The major direction of pedes-

trian flows is from west to east in ENR and from south to north in WFS because of the locations

of major entrances.

Figure 5 Time use distribution


Mechanisms

Previous research has indicated by the probability of consumers choosing a particular retail

block is positively correlated with the amount of retail floorspace in that block(see Borgers and

Timmermans［5］,Oppewal［7］,Saito and Ishibashi［8］).The analysis conducted for ENR indicat-

ed that the strength of this relationship is quite high as indicated by a Pearson correlation coeffi-

cient of R＝0.798,Sig.＝0.000.A similar outcome is derived for WFS with R＝0.548,Sig.＝0.023.It

seems that retail floorspace could exert more attraction to pedestrians in ENR than in WFS.

In addition to floorspace,previous work has concluded that especially department stores act as

anchors in pedestrian movement patterns.For the ENR case,the mean number of visits on blocks

with large retail facilities is 291 persons,whereas this number is only 63 persons on those blocks

without any large scale retail development.This difference is significant(F＝73.263,df＝1,Sig.＝

Figure 6 Pedestrian movements in the entry stage

Figure 7 Pedestrian movements in the multistop stage

152 Wei ZHU et al.

0.000).The difference for the WFS case is also significant(F＝5.099,df＝1,Sig.＝0.039),where the

mean numbers of visits on blocks with and without large retail facilities is 251 persons and 109

persons respectively.Again,the pedestrians in ENR seem more sensitive to this shopping factor.

The effect of pedestrianization is also significant for both streets.For the ENR case,the mean

number of visits on the blocks along the pedestrian section is 157 persons,whereas that on the blocks

along the non-pedestrian section is only 39 persons(F＝5.373,df＝1,Sig.＝0.031).For the WFS

case,the mean number of visits on the blocks along the pedestrian section is 268 persons and that

on the blocks along the non-pedestrian section is only 78 persons(F＝13.332,df＝1,Sig.＝0.002).

This time the sensitivity of pedestrians in WFS exceeds that of pedestrians in ENS.

Discussion

ENR and WFS share very similar physical conditions in terms of the location in the city,

vicinity to cultural facilities and tourism sites,partial pedestrinization in the same year,amount of

retail floorspace and its distribution,spatial form and the arrangement of public transportation.In

addition,they both have been keeping the fame as the regional shopping and tourism center for a

long time.This socio-physical background provides a valid and common base for our comparison

of pedestrian behavior.

Because of this common base,it is not surprising to have more similarities than differences,in

general,between pedestrian behaviors in the two streets,as can be summarized from the above

analyses.First,as for who go to the center,pedestrians in ENR and WFS are similar in age,

occupation and income,but different in gender and residence location.Due to the modernization

of retail content in favor of the younger generation since the pedestrinization,the two streets are

attracting more young visitors,which can be said a successful endeavor.Young faces and fashion

goods can bring vitality to the shopping environment,which is helpful to promote atmosphere or

even economic benefit.The noticeable portion of student is directly related to this dominance of

young pedestrians,which however,could also limit the income level of the population.Tradition-

ally,the target consumer groups in ENR and WFS are thought to be lower-mid level which is also

told by the data.It is reasonable that a popular place must also give a popular price for the popular

customer.Attracting lower-mid level income visitors will still be the characteristic or even should

be the aim of both ENR and WFS during the steady process of modernization.Another traditional

view that both streets are for outlanders can be discarded as the portion of local residents are more

than outlands in both cases.Such relationship is stronger in ENR than WFS.This does not

necessarily mean that ENR is less attractive to outlanders,but might be more attractive to local

residents.Under the similar retail scale there could be quite different retail structure between the

two streets.It seems that the shopping and service function of ENR are given more emphasis and

better managed,which apparently can serve the local more frequent needs and bring economic

prosperity.That the number of visitors in ENR is more than double of that in WFS partially

illustrates this point.

The activities of pedestrians show more differences than similarities between the two streets,

which may arouse more interests.The similar transportation usage mode where public transporta-

tion is dominant could be the major reason that leads to the similar spatial structure of the two

streets.“Location,location,location!”is almost a golden rule in retailing around the world which

emphasizes the importance of store location such as being close to the terminal of public transporta-

tion.There is no doubt that the department store cluster at the western end of ENR and two

shopping malls at the southern end and the northern end of the pedestrian section of WFS are both

results of this rule.It is very interesting that the purpose of the pedestrians has much difference

as consumption-oriented pedestrians are dominant in ENR and non-consumption-oriented pedes-

trians are dominant in WFS.Since residence location,which was expected as a reason,is not

statistically correlated to purpose,there muse be something more fundamental in the content of


retailing that guides pedestrian’s motivation.This has been tentatively discussed in the previous

paragraph that the better shopping and service functions could be the major reason which makes

the pedestrian to expect more satisfaction from consumption,given that tourism and cultural

environments are similarly attractive in both places.Motivation determines behavior,which is

also true for shopping.The rest differences in pedestrian activities might all start from the

purpose.The dominance of pedestrians with the consumption-oriented purpose,as in ENR,might

lead to higher ratios of consumption-based activities,more expenditure(note that the income factor

can be ignored as there is no significant difference),more time to stay in the shopping street,and

finally,more economic prosperity for the street.On the other hand,if the pedestrians’major

purpose is non-consumption-based,as in WFS,their consumption-based activities are more prob-

ably less intensive with fewer expenditures;their behaviors are more leisure and energy-saving,e.g.,

more rest,less time usage,more interests in visiting or sight-seeing.There is a recursive relation-

ship between the functionality of a city center and the purpose of visitors,or in a similar sense,

market segmentations.WFS is used to be thought as a culturally-featured place(as the meaning

of the name itself,a well of the royal house,implies this)with special local products and souvenirs

for tourists.However,as the appearance and retail content are becoming more and more modern-

ized,this feature is gradually diminishing.This possible unfit,maybe only temporary during the

modernization process,between what the street can provide and the what the visitors demand could

be responsible for the less attractiveness of WFS compared to ENR which,one the contrary,can

profit more from modernization as it is always featured for shopping of the latest trend(so the

saying“No.1 shopping street in China”).

The aggregate movement pattern of pedestrians in both streets seems largely determined by the

spatial structure of the environment.The difference is little.The relationship between the

distribution of entry points and vicinity to public transportation and tourism sites is crystal clear.

Furthermore,that most pedestrians started from either end of the street is partially a consequence

of transportation planning,but is also partially reflective of the habit of one-way shopping,at least

in a linear shopping space.The longer distance movements in the entrance stage probably reflect

stronger goal-oriented behavior.As time goes by and predefined goals are more probably realized

in earlier stages,the movements in the multistop stage appear local with shorter distances.

Analyses on mechanisms show a facial relationship between movement patterns and spatial condi-

tions.The results are not extraordinary,but rather confirm the classical proposition of influences

from retail floorspace,anchor stores and walking environment on spatial movement.It is reason-

able to argue that,in the level of pedestrian movement,the mechanism is fairly stable.This is

empirically useful as some extent of transferability can be guaranteed when predictions are carried

out in new environment with knowledge from known environment.Nevertheless,there are still

identifiably traces of motivational effects as more consumption-oriented ENR pedestrians were

more attracted by floorspace and department stores,while more non-consumption-oriented WFS

pedestrians were in more favor of the pedestrian street.Due to the correlation among spatial

factors and limitation in aggregate analysis,a more elaborate way of studying pedestrian movement

is through building individual movement models.Such analyses have been carried out in ENR by

Zhu,et al.(［14］,［15］,［16］).A similar research framework will also be applied in WFS,which can

provide more interesting comparative results on pedestrian decision processes.

Conclusion

The retailing in China is entering a new era under the fast developing national economy and

more open retail environment.Shanghai and Beijing,as two metropolises in Southern and

Northern China,are also leading cities of retailing development in respective regions.To derive

the impression on the latest situation of Chinese retailing,we generalized the similarities and

differences in pedestrian shopping behavior in two city centers,East Nanjing Road and Wang

154 Wei ZHU et al.

Fujing Street.

The study cannot give a complete view of Chinese retailing since it is as multi-leveled as

everywhere else in the world,however,it at lease includes a broad lower-mid level Chinese

consumption group who are major visitors of ENR and WFS.Because that ENR and WFS have

many in common in the socio-physical background,we find more similarities in pedestrian profiles

and aggregate movement patterns but more differences in their activities.The latter,mostly can

be explained by the pedestrian’s purpose to visit the street,is reflective on the inherent difference

in retail structure between the two streets and their successfulness as well as the stage on the road

from a traditional shopping center to a modern one starting from relatively different cultural-

economic status.These findings can be used to support retailers,developers and planners to

develop informed location,marketing and merchandising strategies in a local shopping environment

facing the ever-changing pedestrian behavior.

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