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文献出处:
LectureNotesinComputerScience,vol1,2018:
pp307-311
译文字数:
3300多字
英文
AnalysisofActivityPopulationandMobilityImpactsofaNewShoppingMallUsingMobilePhoneBigdata
Kwang-SubLee
Abstract
Thispaperisanexplorativeresearch,examiningtheimpactofthenewshoppingmall,Hyundai,inSeongnamcityofKorea.Thefocusesareontheactivitypopulationandmobilityaroundthemajorshoppingmallsinthecity,includingthreepre-existingmajorshoppingmalls.Forthispurpose,weanalyzedmobilephonerecordsin2015and2016,beforeandafterthenewshoppingmall.ThedatarepresenttotalmobileusersinKorea.ThenumberofactivitypopulationintheHyundaimallincreasedby103%.Thenewshoppingmallnegativelyimpactedthenearestshoppingmall,AK,decreasingactivitypopulationby3%.InternalandexternalmobilityshowedthatvisitorscomingfromallregionstotheHyundaimallwereincreased,whileinternalpopulationvisitingtotheSKmallshowedmixedresults.Localgovernmentandurbanplannerswillfindthiscasestudytobeofinterestwithregardstomitigatingtheimpactsofanewshoppingmalldevelopmentinsimilarurbansituations.
Keywords:
Impactanalysis,Shoppingmall,Activity
population,Mobility1Introduction
Shoppingmallsareoneormorebuildingsfromacomplexofshopsrepresentingmerchandiserswithinterconnectingwalkwaysthatenablecustomerstowalkfromunittounit(Wikipedia).Nowadaystheyarenotjustforshopping,butareplaceswhereconsumersvisitfordoingdiverseactivitiesforsociallife,economicactivities,entertainment,recreational,andculturalfunctions.Shoppingmallshavebecomeaninseparableelementofspatialfunctionsinlargecities.Inparticular,mosturbancitiesinKoreahavemixeduseddevelopments,andshoppingmallsofferconsumerswithanattractiveandintegratedcommunityinwhichtolive,workandshop.
Shoppingmallsattractbuyers,sellersandcustomers.Theychooseashoppingmallbasedonstoreassortment,convenience,distancetomalls,economicadvantageandleisurefacilities(Rajagopal2009).Previousstudiesoftheimpactsofshoppingmallshavefocusedontheeconomicimpacts(ICSC2013;
McGreevy2016),thesocialimpactonacity(HeffnerandTwardzik2014),thechangeofthefunctionalstructureofcity(DickinsonandRice2010),andthechoiceofshoppingmalls(Borgersetal.2013;
Rajagopal2009).Itisinevitablethattheopeningofanewshoppingmallhasanimpactonpre-existingshoppingmallsaswellasonactivitypatternsinthesurroundingareaofshoppingmalls.
Thepurposeofthispaperistoexaminetheimpactofamegashoppingmall,HyundaiPangyodepartmentstoreinSeongnamcityof
Korea,onthesurroundingbusinessdistrict,andthepre-existingandcompetitiveshoppingmallslocatedinthecity.Thefocusesareontheactivitypopulationaroundthemajorshoppingmallsinthecity,andonthespatialimpactsandmobilityofthevisitorstothearea.Thisstudyisanexplorativeresearch,andattemptstoaddressthoseissuesbyexaminingmobilephonebigdatabeforeandaftertheopeningofthenewshoppingmall.Althoughwhenusingmobilephonedataitishardtopreciselydistinguishshoppersorvisitorsinsidethemallfromthoseoutsidethemall,ananalysisofchangesinthenumberofactivitypopulationandmobilitycanprovidevaluableinformationontheplanningissuesthatemergefromsuchmajorshoppingmalldevelopments.
Thepaperreviewsthestudyareaandthedatasetinthenextsection.Itthenpresentstheanalysisofactivitypopulationandmobilitysurroundingfourmajorshoppingmallsinthecity.Conclusionsandfutureresearchesarediscussedinthefinalsection.
2StudyAreaandMobilePhoneBigdata
2.1StudyArea
SeongnamisthesecondlargestcityinKorea’sGyeonggiProvinceandthe10thlargestcityinthecountry.Itsareais141.72km2andpopulationisaboutonemillion.SeongnamisasatellitecitylocatedimmediatelysoutheastofSeoul,andlargelyaresidentialcity.Bundang,oneofthreedistrictsinSeongnam,isaplannedcityandwasdevelopedin
the1990stoacceleratethedispersionofSeoul’spopulationtoitssuburbsandrelievethecongestedSeoulmetropolitanarea.AllfourmajorshoppingmallsanalyzedinthispaperarelocatedintheBundangdistrictofSeongnam.
TheHyundaishoppingmallhasopenedinAugust,2015.Itisabig,complexshoppingmallwithabout900shopunits,210brands,100restaurants,andparkingspacefor2,700cars.Thebuildinghas13floorsabovegroundand6underground.Thetotalfloorareaisabout233,518m2.Thelotareaisabout22,905m2,whichisequivalenttotwosoccerfields.BeforetheopeningoftheHyundaishoppingmall,therewerebigthreeshoppingmalls,includingAKPlaza,Lotte,andNC,inBundang-gu.Activitypopulationandmobilityoffourshoppingmallsarecomparedinthispaper.
2.2DescriptionofMobilePhoneData
Asof2014,about57millionpeopleownedmobilephonesinKorea,whichisequalto1.13mobilephonesperpersononaverage.Thus,mostofadultsandteenagershaveamobilephone.Forthisanalysis,weusedtheSKT’smobilephonedata.TheoriginalmobilephonerecordswerecollectedandpreprocessedbySKT.First,everymobilephonesignalisreceivedbyanearbycellulartower,andtheexistinglocationandtimeinformationisstoredinaserver.Mobiletrafficisidentifiedbyphonecalls,SMSmessages,notificationsorupdatesfromapps,orInternet
connections.Alocationofmobilephoneisinitiallyidentifiedbyacellulartower,albeitcoveringalargeareaofatleast2,500m2.Thus,SKTfurthersegregatedtheidentifiedlocationintoasquarecellarea(50mby50m),basedonaspatialcorrelationoflanduseandtheweightsofthetotalfloorareasofbuildingtypes.SKT,oneofthreemobilephonetelecommunicationoperatorsinKorea,consistentlyheldabouthalfofthecountry’stotalmobilephonememberships.Beforeprovidingthedataset,SKTfurtherexpandedtheirmobilephonerecordstoincludethetotalmobilephoneusersinKorea,usingthecountry’smarketsharerate.Thisisahugeadvantageforthepopulationandmobilityanalysisbecausethedatasetrepresentsthetotalpopulationofmobilephoneusers.
Thedailyrecordsconsistof16columns.Thedataincludeinformationonthenumberofusersateachcellgroupedbyageandgenderofusers,thecoordinatesofthecelllocation,andtheuser’shomelocation.Itshouldbenotedthatitisadaily-basedrecords,anddoublecountsarenotallowedinthesamecellinthesameday.Thedatadonotstoreapersonlogsinordertoprotectprivacy.Forthisstudy,weanalyzedtwoweeksofdataintwoyears(March16–22,2015andMarch14–20,2016).Thedatasetincludeabout160millionrecordsperdayonaverage.
3Analysis
3.1ChangesofActivityPopulation
Weanalyzedoneweekofmobilephonedataineachyearof2015
and2016.Activitypopulationisdefinedasthenumberofmobilephoneusersinthispaper,whoarelocatedina50mcell.Tocompareactivitypopulationbeforeandaftertheopeningofanewshoppingmall,weneedthenumberofpopulationvisitingtoashoppingmall.However,whenusingmobilephonedata,itisverydifficulttoidentifywhetherpeopleareinsideashoppingmallwithpurposesofvisingthemall,becausethedatadoesnothaveanactivityortrippurposeandtheexactdestination.Thus,weextractthenumberofactivitypopulationlocatedwithinacertaincatchmentareainsteadofinacell.Thisstudyspecificallyinterestedinthecomparisonofchangesofactivitypopulation,includingshoppersinthemallaswellasvisitorsaroundthemall.Forthisreason,weanalyzedactivitypopulationincatchmentareasrangedfrom100mto300mwithanintervalof50m,andwedetermined300masthereasonablecatchmentareainthispaper.
First,weexaminedactivitypatternsbydayoftheweek,andfoundthattheywereverysimilartoallshoppingmalls.ThenumberofactivitypopulationgraduallyincreasedfromMondaytoFriday,anddroppedonweekends.ThepeakactivitypopulationwasappearedonFriday.However,activitypatternsin2016showedslightlydifferentpatternsin2015.ThenumberofactivitypopulationonSaturdaywaslowerthanthatofMondayin2015.However,thenumberofpopulationonSaturdaywasverysimilarthatofMondayin2016.Allshoppingmallsshowedthese
patterns.
Wecomparedaveragedailyactivitypopulationinfourmallsin2015and2016.Wecomparedaveragedailyactivitypopulationwithin300mbeforeandafterthenewshoppingmall.ActivitypopulationintheHyundaishoppingmallincreasedby103%in2016,whilethatoftheAKshoppingmallslightlydecreasedby3%.TheAKmallisthenearestshoppingmallfromtheHyundaimall,locatingin1.3kmawayfromtheeast-southoftheHyundaimall.Thus,theopeningoftheHyundaimallnegativelyimpactedtheAKmall.Ontheotherhand,activitypopulationinbothLotteandNCmallsincreasedby8%and78%,respectivelyin2016.Thedistancesare1.6kmand2.4km,respectively,awayfromtheHyundaimall.So,itisinterestingthattheNCmallwasnotnegativelyimpactedbytheHyundaimall.
Weanalyzedshowsthepopulationdifferencesofthreeshoppingmallsineachcatchmentareas.Inallcatchmentareas,activitypopulationin2016intheAKmallweredecreasedcomparedtothosein2015,whilethoseintheHyundaimallwereincreased.TheactivitypopulationintheLottemalldecreasedwithin250m,whiletheyareincreasedwithin300m.
3.2ChangesofMobility
Shoppersarewillingtosacrificelongerdistancesandtraveltimesinordertogotolargershoppingmallswithmoreoptions.Accordingtothesp