| Title |
A Study on Spatial Structure of Sales Space and Customers' Traffic Line in Duty-Free Shops - Cases of Duty-Free Shops in Jeju Special Self-governing Province - |
| Authors |
Moon Jung-Eun ; Kim Bong-Ae |
| Keywords |
Sales Space ; Spatial Structure ; Customers' Traffic Line ; Depthmap ; Visual Graphic Analysis ; Multiple Regression |
| Abstract |
This study is to analyze the spatial structure for sales in duty-free shops based on the theory of visual perception, examine the relation to customers’ traffic line and suggest how to induce an efficient traffic line and how to arrange each shop according to products. As for research methods, in order to investigate quantitatively the visual characteristics of spatial structure in duty-free shops, VGA (Visual Graphic Analysis) was conducted using Depthmap, spatial network analysis software, and in order to draw flow analysis indexes, tracking research was carried out. As a result the researcher was able to deduct spatial analysis indexes such as visual integration, visual connectivity, visual intelligibility and visual mean depth, and traffic line analysis indexes such as total stay time, number of spots where customers stop, number of stop spots in 15 individual areas according to products, stop time and tracking frequency. Field research was performed on 73 customers over 20 years old selected at random, focusing on sales places in six duty-free shops located in Jeju Special Self-Governing Province, and a survey on reasons to stop at a particular spot was also conducted simultaneously. The study period was from February 19 to March 15, 2010. With regard to analysis methods, first, the results of tracking research were made out by overlapping users’ movements, which were matched again with the product domain map, and the general flow of customers’ traffic line was investigated. Meanwhile, in the analysis of each domain depending on products, quantitative data collected from the investigation into the spatial structure and field research statistically treated through SPSS 12.0 for Windows, and regression analysis and correlation analysis were carried out. As a result, influences of visual perception-based spatial structure indexes to construct customers’ traffic line in an efficient way on each duty-free shop and each product domain were verified. Also, specific suggestions were made on how to arrange shops using these results. |