Evaluating Trade Areas Using Social Media Data with a Calibrated Huff Model

摘要: Delimitating trade areas is a major business concern. Today, mobile communication technologies make it possible to use social media data for this purpose. Few studies however, have focused on methods extract suitable samples from area delimitation. In our case study, we divided Beijing into regular grid cells and extracted activity centers each user. Ten sample sets were obtained by selecting users based the retail agglomerations they visited aggregating user cell. We calculated distance visitation frequency attributes The value of cell average in agglomeration. refers count visits attribute values 10 input Huff model delimitated evaluated. Results show that better delimitating effect than without aggregation. Differences distribution intensity also became apparent.