Abstract
This paper intends to express and analyze the dynamics of retail zones on virtual space from a viewpoint of consumers' choice behavior. Related to this study, there is a series of the representative previous studies established by Wilson A. G. which mainly deal with simplified consumers' choice behavior and retail zone. To improve them, the authors improve model in the two points shown below; 1. It considers consumers' trip-chaining behavior in addition to single choice behavior. 2. It distinguishes the several attributes of retail zone. To improve these models, the authors suggest the methods to create different choice set according to each consumer. In this study, the authors find the results which have not been discovered in previous studies by the above-mentioned model improvements. First, small retail zone tends to survive compared to the previous models. Second, each of the small retail zones belongs to the particular big retail zone and the consumers who choose two retail zones consume in small retail zones, therefore, small retail zones enable to survive.
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