This study aims to develop a theoretical consumer behavior model of shopping and then apply this model to explain the choice of shopping district and money flow. The research approach in this paper is based on the utility maximization theory, and a gravity-type model is developed as a model of shopping behavior. This study chooses the Tainan area as the target area, and shopping behavior is divided into several groups based on the types of goods. The attractiveness of a shopping district is explained by the index of retailing. Also, money flow is explained in each of the shopping behavior groups. It shows district to shopping district is positively changed with the “time distance” and negatively changed with the attractiveness of shopping district.
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