감성요소에 의한 시지각적 연속성에 관한 연구 -복합쇼핑몰의 진입공간을 중심으로-

Abstract

(Background and Purpose) In the current era of emotional consumption, the shopping mall complex is receiving attention as the newest public place for leisure and culture. As these shopping centers continue to become even larger and more complex, they also grow more difficult to navigate, causing confusion in visitors’ perception of access to consumption spaces and the primary target space. Therefore, continuous research in planning these spaces is required to keep up with shifting concerns. This study intended to analyze the visual-perceptual sequence, focusing on sensibility elements as a methodology for facilitating customers’ perception of access space in shopping complexes in order to determine which sensibility element is most important in designing similar spaces in the future. (Method) In this study, the author investigated the concept of the visual-perceptual sequence and sensibility elements, and identified expressive elements of the sequence through literature analyses. For sensibility elements influencing the sequence, the characteristic of each element was analyzed according to scholar Christian Mikunda’s theories on marketing to elicit emotional reactions in customers. Moreover, the author derived the concept and component elements of access spaces in shopping malls separately before subdividing these elements into internal and external components. Based on those criteria, analysis was confined to cases witnessed by the author, which corresponded to third-generation shopping complexes. Next, cases were analyzed by subdividing them by according to access space. Specifically, the author applied the sensibility elements presented in each space and conducted a correlation study showing how the visual-perceptual sequence and its elements can be directly expressed. (Results) Results showed, firstly, that emotional elements of “malling” and core attraction were found to be frequently expressed in external access spaces of shopping complexes. Additionally, expressions of movement and emphasis were particularly important in increasing accessibility for pedestrians. Second, malling and concept line elements were found to be frequently used in internal access spaces, while movement, emphasis, and rhythm were frequently expressed in the area of accessibility, leading to an overall perception of the space capable of offering a natural traffic flow pattern. (Conclusions) The results of this study suggest that sensibility elements in access spaces of shopping complexes hold key roles in continuous synchronization, inducing a natural sequence and spatial experience in physical space by stimulating the sensibility of visitors. In particular, as shopping mall spaces become increasingly multi-functional and over-sized, visitors need effective spatial recognition so as to ensure a comfortable environment and increase the likelihood they will revisit.