Abstract
As past research in spatial modeling relies on aggregate-level data and ad hoc forms of analysis, this study presents a new approach to analyzing micro spatial behaviors in the retailing context. Incorporating a survey and a simple GIS (Geographic Information System) application, this study calibrates detailed individual-level data through Heckman’s two-stage selection model. From the spatial perspective, the results provide rich insights into the attractiveness of a place (among various alternative places). The analytical framework introduced here can help retailers in location/marketing decision making.
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© 2015 Academy of Marketing Science
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Huang, CY., Li, PC., Chen, HN. (2015). Proposing a New Approach to the Study of Micro Spatial Behaviors in the Retailing Context. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_66
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DOI: https://doi.org/10.1007/978-3-319-18687-0_66
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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