공간 데이터 기반의 옴니채널 소매점 입지 영향 요인 실증 분석

초록

This study aims to empirically analyze the location determinants of omni-channel retail stores based on spatial data. With the rapid development of the omni-channel retail model, which integrates online and offline channels, the spatial characteristics of store location decisions have attracted increasing attention. This study constructs a multi-dimensional spatial variable system from four perspectives: demographic factors, economic and business environment factors, transportation accessibility factors, and omni-channel retail-specific factors. A Multinomial Logit Model (MNL) is employed to systematically analyze the factors influencing the location of omni-channel retail stores in Shanghai. The findings of this study are expected to reveal the spatial logic behind store location decisions in omni-channel retail, provide data-driven support for strategic location planning, and expand the application of spatial data analysis in retail location research.