ISA 기법을 활용한 복합상업시설 환경요인 분석

Abstract

This study aims to evaluate the environmental characteristics which provide visitors with pleasant sensory stimulations so as to help them in selecting a store. The survey research was carried out to examine the visitors’ perceived importance and satisfaction on the environmental characteristics. Store selection variables for urban entertainment center were reclassified as 9 non-physical environment factors and 15 physical environment factors. Results are as follows: First, In consumption modes, entertainment, retail, and dining are considered as more important in this sequential order. Second, visitors were of the opinion that public transport, way finding, and resting places are also important. In particular, way finding is highly important, but most of the time visitors are unsatisfied. Thus it is necessary to consider this when coming up with construction plans. Third, single layer type requires more concentrated planning, as a result of ISA, proximity, crowded space, approach to destination, wayfinding, and resting place, are of great importance, but low in their satisfaction. And in multi-layer type, it is necessary to produce more intensive plans for parking lot, crowdedness of space, wayfinding, and resting place which are not satisfactory even if they are highly important. Fourth, it was found that when planning Urban Entertainment Center, non-physical environment factors such as product and service are important, but physical environment factors need to be considered first.