The effect of interstate highway on driving times and regional shopping center drawing power
Richard T. Hise D.B.A., Jan P. Muczyk D.B.A.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
Previous studies of the driving times of shopping center patrons have not examined the effect of limited access highways. This study analyzed the impact of interstate highways on the driving times of 204 shoppers at three medium-sized regional shopping centers. Those shoppers indicating usage of interstate highways to reach their shopping destinations were significantly more likely to incur travel times greater than fifteen and twenty minutes than those not using the available interstate roads. In predicting the drawing power of these shopping centers, factors besides mass were found to be useful. These include square footage of shopping goods, stores, and number of parking places.
Keywords
Parking Place, Shopping Center, Interstate Highway, Variety Store, Driving Time
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