RESEARCH ON THE INFLUENCE FACTORS OF FRESH STORE LAYOUT ON CONSUMERS' BEHAVIOR IN BEIJING
Authors: Guo Xinmei , Rong Bo , Cheng Yang , Zhang Xiaofeng 
Published: July 2022

Abstract

Background
In recent years, the development of online retail has faced difficulties, intensified competition and reduced dividends. At the same time, the development situation of offline retail is still grim, retail enterprises are forced to transform, and the new retail format of deep integration of online and offline has developed rapidly in China. Fresh hippo is its typical representative. It implements the sales model of “supermarket + catering”, and stores provide fresh retail, processing and takeout services. Studying the spatial layout of fresh HEMA store can provide a scientific reference for the location of new retail enterprises. This study examines the influence mechanism of consumer emotion and emotion from the perspective of consumer psychology.

Subjects and methods
Using the POI data of 2021 Beijing fresh blood horse store, the spatial distribution of fresh blood horses was described by standard deviation ellipse analysis, buffer analysis, kernel density estimation and average nearest neighbor index. Combined with consumer psychology, this paper discusses the factors affecting their location choice, and uses binary logistic model to verify it. At the same time, in order to verify the impact of spatial layout on consumers' emotion, this study uses relevant scales to investigate. (1) Positive emotion scale. The Panas emotion scale developed by Wason and others is widely used to measure emotion. The scale includes two dimensions of positive emotion and negative emotion as measurement indicators. There are 6 questions in this dimension, which are scored by Likert 5 points (1 means “very inconsistent”, 5 means “very consistent”, the same below). In this study, the clonbach coefficient of the questionnaire is 0.90. (2) Motivation scale. The topic of measuring motivation mainly refers to the entrepreneurial motivation scale compiled by Phan, which has 8 questions and adopts Likert's 5-point scoring. (3) Social support scale. The scale is adapted from the social support scale prepared by Ye Yuemei and others. It has 8 questions and is scored by Likert 5 points. Clone Bach of the scale α the coefficient is 0.87. (4) Behavioral propensity scale. Entrepreneurial orientation dimension in intention measurement [4]. The scale has 6 questions and is scored by Likert 5 points. The clonbach coefficient of the scale is 0.95.

Results
The fresh blood horse shop was distributed in the Northeast southwest direction around the center of Beijing, with a low high low radial distribution; Its high-value core density area is located between the second ring road and the Fourth Ring Road in Beijing, close to large commercial areas or communities, presenting a multi center structure. The distribution of stores is mutually exclusive and scattered. In urban areas, the location of stores is greatly affected by the population, subway traffic environment and store rent level, while the distribution of traditional retail competitors has little impact, which can meet the convenience needs of consumers

Conclusions
“Supermarket + catering” new retail stores should increase the layout of residents' activity places such as main business districts and office buildings, and launch convenience stores that more meet the needs of the site; Strengthen the layout of the suburbs and reduce the operation cost of stores while occupying the new retail market in the suburbs; Increase the layout in areas with convenient transportation, take advantage of transportation advantages, expand the distribution scope, consider the distribution of competitors in space, and avoid excessive competition, so as to optimize the layout of stores and expand enterprise profits. The suggestions of this paper can not only provide reference for the spatial layout and location improvement of “supermarket + catering” new stores, but also provide reference for the layout of other new stores, which has certain practical significance. However, the research scope of this paper is relatively small. This will be improved in future research. In short, the important influence of spatial layout design factors on consumers' emotions should be fully taken into account, the changes of their psychological emotions and behaviors and their impact on positive and active behaviors should be actively concerned, and efforts should be made to tune builders, managers, coordinators and collaborators.

Acknowledgments
Supported by a project grant from the key project of Beijing Municipal Education Commission’s Social Science Program “Research on the Reasonable Utilization of Space for Evacuation and Retreat in Beijing” (SZ201910011004), the key project of the National Social Science Fund “Study on the extended trend, structural causes and countermeasures of currency fluctuations in the new era”; and Beijing Philosophy and Society Phased Achievements of Scientific Capital Circulation Industry Research Base (JD-YB-2021-40).