A model of multi-purpose shopping trip behavior

Existing utility-based models of complex choice behavior do not adequately deal with the interdependencies of chained choices. In this paper, we introduce a model of multi-purpose shopping which is aimed at overcoming this shortcoming. In the proposed model, dependencies between choices within as well as between trips are covered by a recursive definition of trip utility. The standard log-likelihood estimation procedure is used to calibrate the model. Simulation experiments show that estimation results are satisfactorily accurate and robust. Comparison of the model to a conventional choice model using simulated data indicates that even low tendencies to make multi-purpose trips have a significant influence on predicted destination choice. Furthermore, it is shown that conventional models do not satisfactorily predict simulated multi-purpose behavior