| Title |
A Study on the Effect of Exterior Design of Buildings on Choice of Shopping Malls |
| Authors |
Lee Dong-Joo ; Ko Eun-Hyung |
| Keywords |
Exterior Design ; Beauty ; Aesthetic Value ; Action ; Behavior |
| Abstract |
The purpose of this study is to analyze the effect of exterior design of buildings on choice of shopping malls. For this study, we designed three types of questionnaire according to shopping experience at SeWoon shopping mall designed by Rem Koolhaas and YoungSan shopping mall to analyze the relationship between architectural aesthetic and decision-making factors for choice of shopping mall through logistic regression. The results of this study are as follows: first, each Exp(β) value of factors is 256.35(the variety and quantity of stored electronic products), 161.81(the fatigue caused by traffic and transfer), 27.61(the occupation of the respondents), 7.77(the travel time to the shopping mall), 7.60(the discount and the service) and 6.37(the quality of the interior space) at the significance level of 0.05 (P<0.05); second, the Exp(β) value of exterior design of the building is 0.06 at the significance level of 0.05 (P<0.05), which means, if the preference for exterior design of the building was changed, only 6 people would be willing to change the previous choice, while 100 people would not; third, the Exp(β) value of interior design of the building is 6.377 at the significance level of 0.05 (P<0.05), which means the influence of that is strong. |