Roles of City Center Cafés and Their Economic Effects on City Center: A Consumer Behavior Approach Focusing on Kaiyu

  • Saburo SaitoEmail author
  • Masakuni Iwami
  • Kosuke Yamashiro
Part of the New Frontiers in Regional Science: Asian Perspectives book series (NFRSASIPER, volume 19)


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.


Kaiyu Open café City center Shop-around Attractiveness Economic effect Increase in shop-around step Role of café 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  • Saburo Saito
    • 1
    • 2
    Email author
  • Masakuni Iwami
    • 2
  • Kosuke Yamashiro
    • 3
  1. 1.Faculty of EconomicsFukuoka UniversityFukuokaJapan
  2. 2.Fukuoka University Institute of Quantitative Behavioral Informatics for City and Space Economy (FQBIC)FukuokaJapan
  3. 3.Department of Business and EconomicsNippon Bunri UniversityOita CityJapan

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