Roles of City Center Cafés and Their Economic Effects on City Center: A Consumer Behavior Approach Focusing on Kaiyu
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.
KeywordsKaiyu Open café City center Shop-around Attractiveness Economic effect Increase in shop-around step Role of café
- 1.Saito S (1983) Present situation and challenges for the commercial districts in Nobeoka area. In: The report of regional plan for modernizing commerce: Nobeoka area. Committee for Modernizing Commerce Nobeoka Region Section, pp 37–96. (in Japanese)Google Scholar
- 2.Saito S (1984) A disaggregate hierarchical Huff model with considering consumer’s shop-around choice among commercial districts: developing SCOPES (Saga Commercial Policy Evaluation System). Plan Public Manag 13:73–82. (in Japanese)Google Scholar
- 3.Saito S, Ishibashi K (1992) Forecasting consumer’s shop-around behaviors within a city center retail environment after its redevelopments using Markov chain model with covariates. Pap City Plan 27:439–444. (in Japanese)Google Scholar
- 5.Saito S, Yamashiro K (2001) Economic impacts of the downtown one-dollar circuit bus estimated from consumer’s shop-around behavior: a case of the downtown one-dollar bus at Fukuoka city. Stud Reg Sci 31:57–75. (in Japanese)Google Scholar
- 6.Saito S (2000) Report on the survey of Kaiyu behaviors at city center of Fukuoka, Japan 2000: with focusing on underground space and comparison of city attractiveness between Japan and Korea. Fukuoka Asia Urban Research Center, Fukuoka. (in Japanese)Google Scholar
- 7.Maruki T, Kusaba K, Yoshiya Y, Morishita Y, Ushijima K, Kimura S (2001) The economic effects of midtown cafes based on behaviors of cafe users. In: Proceedings for the 2nd survey research conference on marketing for urban development at city center of Fukuoka, Japan. Fukuoka, pp 56–59. (in Japanese)Google Scholar
- 8.Yoshiya Y, Morishita Y, Ushijima K, Maruki T, Kusaba K, Kimura S (2001) Some features of location dynamics of midtown cafes and behaviors of cafe users. In: Proceedings for the 2nd survey research conference on marketing for urban development at city center of Fukuoka, Fukuoka, pp 49–55. (in Japanese)Google Scholar
- 9.Saito S, Kakoi M, Nakashima T, Igarashi Y, Kiguchi T (2008) A consumer behavior approach to estimating the economic effects of open cafes at city center retail district: how further do those open cafes accelerate the shop-around behavior of their customers? Fukuoka Univ Rev Econ 52:435–458. (in Japanese)Google Scholar
- 10.Saito S, Kiguchi T, Kakoi M, Nakashima T (2002) 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. (in Japanese)Google Scholar
- 11.Saburo Saito, Tomoyuki Kiguchi, Masakuni Kakoi, Takaaki Nakashima (2003) The economic effect and function of city center café from the viewpoint of consumer shop-around behavior. 2003 Fall Natl Conf Opera Res Soc Japan Abstr:218–219. (in Japanese)Google Scholar