競爭型選址決策中的店點營收預測：地理人口與品牌目標受眾適配度的調節作用

Abstract

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Effective location decision-making is crucial for business success, yet traditional models primarily focus on spatial and economic factors, neglecting demographic alignment. This study integrates Geodemographic-Brand Target Audience Fit (GBF) into the Extended Huff Model, assessing its role as both an independent variable and a moderating factor in site selection. By incorporating age, education, gender, and income, the model enhances predictive accuracy beyond conventional economic and spatial considerations.By integrating demographic compatibility into competitive location models, this study provides a comprehensive, data-driven framework for optimizing site selection and market expansion, ensuring better alignment between businesses and their target consumer base.