| Title |
Effect Analysis of Container Pop-Up Mall Placeness on Malling Experience - Focused on Common Ground in Gwangjin-Gu, Seoul |
| Authors |
유민태(You, Min-Tae) ; 박태원(Park, Tae-Won) |
| Keywords |
컨테이너 ; 팝업 몰 ; 장소성 ; 몰링 ; 몰링체감 Container ; Pop-Up Mall ; Placeness ; Malling ; Malling Experience |
| Abstract |
This study empirically analyzed the effect of the placeness of ‘Common Ground’, a container pop-up mall developed according to the recent consumer culture, has on malling, consumption experience of visitors. 10 factors were derived through factor analysis of the variables derived based on visitor interviews, SNS search, etc. Using the derived factors and variables such as demographic characteristics and satisfaction level, regression analysis was conducted with malling experience as a dependent variable. The results of the analysis are as follows. First, it has turned out that factors such as amenity, accessibility, F&B distinctiveness, recognizability, trendiness, event and leisureness have a significant effects on emotional malling. Second, it has turned out that diversity, publicity and aesthetic do not have a significant effect on consumer malling. Third, satisfaction level toward spatial composition has turned out to have a significant effect. The implications of this study are that even in the case of the pop-up mall consisting of 200 containers, which was selected for this study, the characteristics of container architecture comprised placeness, and this fact affects malling. |