복합상업시설 활성화의 구조형성에 관한 연구 - 판매자의 관점에서 -

Abstract

Mixed-use commercial facilities aim to profit from rents through long-term operation rather than terminating their business simultaneously with completed building sales unlike general shopping malls. For this reason, considering how to activate such facilities from seller’s perspective is very important in the long run. Accordingly, this study aims to identify the structural formation of activated mixed-use commercial facilities from seller’s perspective by drawing the causal relationship between mixed-use commercial facilities and their activation and relevant important factors among sellers unlike previous studies. At the same time, it aims to reveal how there is a difference in user’s perspective. Next, it analyzes the structural formation of activated districts related to mixed-use commercial facilities whose hinterlands are distinctly different, from seller’s perspective and draw relevant policy implications. As a result of empirical analysis, first, five hypotheses set up from the structure formation path analysis of the entire models were all adopted, and attraction, physical, entertainment, and accessibility factors all had a direct impact on the activation of mixed-use commercial facilities and simultaneously formed a virtuous cycle that led to seller’s behavior intention. Second, as a result of region-specific comparison, in Time Square, attraction factor related to sales and physical factor only formed a causal relationship, whereas in COEX Mall, all factors did. This result seems to reflect the regional characteristics of two targets because Time Square and COEX Mall were based on mixed-use commercial facilities with different regional characteristics: for example COEX Mall was located at the top 3 areas in Seoul Urban Master Plan, whereas Time Square was surrounded by the shopping district of Yeongdeungpo, a secondary center of city and residential area. In conclusion, it was found that sellers thought the fusion and convergence of mixed-use commercial facilities more important than simply sales and that the factors that reflected the regional characteristics well contributed to activating the mixed-use commercial facilities.