Disaggregating the travel components in shopping centre choice. An agenda for valuation practices
| DOI | https://doi.org/10.1108/14635780210433508 |
| Pages | 277-294 |
| Date | 01 June 2002 |
| Published date | 01 June 2002 |
| Author | Muhammad Faishal Ibrahim |
| Subject Matter | Property management & built environment |
Academic papers:
Shopping centre
choice
277
Journal of Property Investment &
Finance, Vol. 20 No. 3, 2002,
pp. 277-294. #MCB UP Limited,
1463-578X
DOI 10.1108/14635780210433508
ACADEMIC PAPERS
Disaggregating the travel
components in shopping centre
choice
An agenda for valuation practices
Muhammad Faishal Ibrahim
Department of Real Estate, National University of Singapore, Singapore
Keywords Shopping centres, Transport, Valuations
Abstract Transport mode attributes have often been neglected in the retailing and
transportation literature in retail outlets choice studies. Most of the retailing and
transportation l iterature has only a dopted the traditi onal measures of det errence, namely,
travel time, distance and/or travel cost. Similar phenomena exist in real estate research,
particularly in real estate market analysis and valuation. However, a few studies have shown
that other attribu tes of the travel comp onent, such as comfor t, reliability of t ransport mode,
etc., are significant in affecting shopping centres' patronage. With the heightening of issues
such as sustainabl e development and env ironmental pollu tion, many govern ments are gearing
to provide greater choices and better quality public transport modes to shopping centres.
Therefore, with more transport options, shoppers are likely to consider the characteristics of
each transport option in greater detail in their choice of shopping centres. Therefore, in view of
this widespread phe nomenon, it is tim ely to provide great er understanding o f the travel
components in shopping trips. In the light of the above development, this paper aims to
disaggregate the t ravel components in s hopping centre cho ice. By way of princi pal component
analysis, it presents the salient dimensions of transport attributes and shopping centre
characteristics in shopping centre choice. Using the weighted factor rating, it found that, in
addition to the shopping centre attributes, as well as the conventional measures of travel
components, shoppers consider other travel factors in their choice of shopping centres. This in
turn has implicati ons on valuation pra ctices.
Introduction
The review of past and present retailing, transportation and real estate
literature highlights an apparent inadequacy in accounting for and
understanding of transport mode/travel attributes in retail centre/store choice,
particularly shopping centres. In most of these studies, travel attributes are
referred to as an unpleasant (deterrent) feature of a journey. The majority of
these studies have adopted travel time, travel cost and/or distance to represent
the transport mode/travel component (for example, Richards and Ben-Akiva,
1974; Spiggle and Sewall, 1987; Kitamura et al., 1998; Sim and Goh, 1998; Bell,
1999). Other qualitative transport mode/travel factors, such as attributes
relating to the tension, effort, comfort, etc. of the shopping trips, are often
ignored (for example, Bleich, 1994) or assumed to be included in other factors,
such as travel time or distance (for example, Huff, 1962, 1963).
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Recently, the adverse effects of retail decentralisation, as well as the greater
awareness in environment issues, such as sustainable development, have
resulted in a trend towards a provision of wider choices and better quality
public transport modes to retail developments (Lord, 1988; Pickup, 1988;
McLaughlin, 1989; Ploeger and Baanders, 1995; Cheung and Hoen, 1996; Land
Transport Authority, 1996; Spaethling, 1996; Kockelman, 1997; Marshall and
McLellan, 1998). This trend implies that shoppers will, in the future, have more
and better quality transport mode options in their choice of shopping centres.
Thus, the shoppers are likely to consider the attributes of each transport option
in their shopping trips. However, there has been little understanding of the
transport mode components in shopping trips. Therefore, this paper has been
motivated by the dire need to achieve greater understanding of transport mode/
travel attributes in shopping centre choice.
In the light of the above developments, as well as the apparently large gap in the
literature relating to the understanding of transport mode attributes in shopping
retail outlets studies, this paper aims to unveil the salient image dimensions of the
travel component, as well as their relative importance in shopping trips. Following
this, implications on valuation practices will be highlighted.
Shopping and transport behavioural studies
Table I shows that the majority of conceptual models and image studies in the
retailing literature have ignored the transport mode/travel attributes. On the
other hand, the spatial models, such as central place and spatial interaction
theories, have only adopted the traditional measures of distance and travel
time. Although the Huff model and the general attraction models, such as
Table I.
Treatment of transport
mode/travel factors in
the retailing and
transportation
literature
Author(s)/date Treatment of transport mode attributes
Reilly (1931) Distance
Christaller (1933) Distance
Huff (1962) Travel time
Richards and Ben-Akiva (1974) In-vehicle travel time, out-of-vehicle travel time and
out-of-pocket travel cost
Recker and Kostyniuk (1978) Ease of getting home from store, ease of getting to
store from work, ease of getting to store from home
Nevin and Houston (1980) Disregarded
Timmermans (1982) Disregarded
Sheth (1983) Disregarded
Kitamura (1984) and
Kitamura et al. (1998) Travel time
Guy (1987) Disregarded
Barnard and Hensher (1992) Travel time
McGoldrick and Thompson (1992) Accessibility
Laaksonen (1993) Disregarded
Bleich (1994) Disregarded
Bell (1999) Convenience
Raijas (1997) Distance and time
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