When we plan and construct business districts, roadways, sidewalks, the most important priority is to understand pedestrian excursion behavior. Furthermore, we can integrate ìactivityî and ìdemandî and distribute public equipment and stores properly, to improve the consumer experience and development of business districts. This study first investigates and classifies the shopping behavior and excursion behavior of consumers by using factor analysis and cluster analysis. Secondly, stated preference or conjoint analysis will be used to compare whether excursion behavior in different districts would be the same or not, and probability of particular excursion choices will be evaluated. The qualitative variables and probabilities will be the independent variables in the Multinomial Logit Model (MNL) by using the Analysis of Hierarchy Process (AHP). Finally, a segmentation model will be constructed, considering the risk profile of individual and classification of excursion behavior. This study analyzes the uncertainty of pedestrians and models their behavior. The conclusion can be used as references for development and renewal of business districts.