购物中心人流量相关外文文献翻译中英文.docx

购物中心人流量相关外文文献翻译中英文.docx

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购物中心人流量相关外文文献翻译中英文

外文文献翻译原文及译文

（节选重点翻译）

购物中心人流量相关外文文献翻译中英文

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