Empirical Testing on User Behavior and Consumption Expenditure on Downtown Commercial Supremacy; Focused on Asan City

Abstract

This study was conducted as it is determined that the activation of commercial supremacy is important to restore the degenerating downtown of Asan; and that the analysis of user behavior and consumption expenditure is important for the activation of commercial supremacy. The results are as follows: First of all, 47.7% of Asan citizens tend to go to Asan s downtown for daily shopping and cultural activities while 40.1% of them go to Cheonan-si, which is an adjacent city center. Secondly, the main consumers of downtown Asan with high consumption expenditure are young men in their 30s and 40s whose occupations are government officials or professionals. In contrast, young women under 20s exhibit a relatively lower frequency and expenditure in downtown Asan. The analytical results show the following points. First, the fundamental consideration of the role of downtown Asan and its desirable urban city structure as the downtown s commercial supremacy is now shifting to its neighboring city - Cheonan-si. Second, considering that the main consumers of urban downtowns are young women, downtown Asan does not seem to attract the typical target audience that it is supposed to. Thus, setting the target audience of Asan s downtown commercial supremacy is very significant.