Big geo-data unveils influencing factors on customer flow dynamics within urban commercial districts

Abstract

Commercial districts, as the epicenters of urban commerce and economic activity, largely reflect an area’s prosperity through their customer flow. However, previous research, which often relied on statistical and survey data, has typically not captured the full scope of customer flow dynamics throughout urban commercial districts and has not adequately measured the specific impacts of business district locations and their surrounding communities on customer flow. To bridge these gaps, this study utilizes multidimensional big geo-data resources, including mobile phone signaling data, Points of Interest (POI) data, and transportation network data, to uncover the underlying factors that influence customer flow within urban commercial districts. The findings suggest that several factors—the size of the commercial district, the diversity of business formats, the convenience of parking, the working and residential population in surrounding communities, and the proximity to urban centers—significantly influence the customer flow. Consumers show a preference for larger-scale, centrally-located commercial districts that offer convenient parking options, while a homogenized and uncharacteristic business format may reduce a commercial district’s appeal. Furthermore, the study reveals that industrial parks and mixed-use complexes within the 15-minute living circle surrounding the commercial district have a stronger attraction to customer flow than residential neighborhoods do. The insights from this research not only guide the strategic placement of new commercial centers but also provide a robust framework for enhancing the layout of urban commercial spaces and for the revitalization and advancement of established commercial districts.