옴니채널 신선식품 소매점 입지 결정요인 분석: 상하이 Freshippo 사례를 중심으로

초록

This study conducts an empirical analysis based on spatial data to identify key factors influencing site selection for omni-channel fresh food retail stores, using Freshippo locations in Shanghai as a case study. A 1km × 1km spatial grid framework was developed to integrate fine-resolution, micro-level data from multiple sources, covering economic activity, infrastructure, and digital consumption behavior. A Binary Logistic Model (BLM) was applied to evaluate the significance of spatial determinants. The results indicate that nighttime light intensity, parking facility density, and online consumption preference (OCPI) positively influence store presence, whereas telecom infrastructure density is negatively associated. These findings highlight the complex interplay between urban infrastructure and digital behavior in shaping retail location outcomes. This study offers data-driven insights for strategic site selection and contributes to urban planning in the context of omni-channel retail transformation.