Explaining the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers (Case study: Megamall Ekbatan, Tehran)

Subject Areas : Urban planning

Mehdi  Moradi ¹ (Ph.D. student, Department of Urban Planning, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran.)
Kianoosh  Zakerhaghighi ² (Professor, Department of Urban Planning, Hamedan Branch, Islamic Azad University, Hamedan, Iran.)
Keramatollah  Ziari ³ (Professor, Department of Geography and Urban Planning, Faculty of Geography, University of Tehran, Tehran.)

Received: 2023-01-02 Accepted : 2023-03-01 Published : 2023-04-21

Keywords: Consumer behavior, contemporary era, Urban Spaces, Megamall Ekbatan, large-scale shopping centers,

Abstract :

With the arrival of modernism in the cities of Iran and in parallel with the development process of globalization, commercial spaces have found a new structure and replaced the commercial space in the form of malls (large-scale shopping centers). Also, the behavior of space users according to the changing role of A city has been transformed and consumption behavior is considered as one of the behaviors of society. so; Identifying the components of the formation of urban spaces in large-scale shopping centers with an emphasis on the consumption behavior of the contemporary era is the main goal of this article. The nature of the topic and research objectives, the ruling approach of this research is "descriptive-explanatory" and "fundamental". The research method is qualitative. According to data collection, a survey method has been used, and interviews have been used as the main tool for data collection. The statistical population includes all users of the space in Ekbatan Megamall, Tehran. According to the theoretical saturation level, the sample size was 30 people in the form of focus groups of 5-6 people randomly. The results of the research indicate that the difference in behavior compared to the past and also compared to the styles of behavior in other traditional markets was considered as another characteristic of megamalls and malls, so that the effects of the malls' space on the nature and quality of the movements and gestures of young people can be seen. And it is a space that encourages consumption and reproduces and organizes this kind of exercise of power within wanderings and unwritten rules by means of the mass volume of showcases, commercial advertisements.Extended AbstractIntroduction:Today, urban spaces have undergone changes due to the change in the lifestyle of citizens on the one hand and the introduction of modernity into urban planning on the other hand, and this is the case that knowing the values, abilities and potentials of contemporary urban spaces can lead to the development and improvement of economic conditions., social, cultural and physical of the city and citizens. Also, New approaches to shopping and consumption as a form of leisure have caused new structures of commercial, service-entertainment spaces in the world, one of which is large-scale commercial centers (megamalls). On the other hand, with the arrival of modernism in the cities of Iran and in parallel with the development process of globalization, the commercial spaces have been extended from the market to the street and gradually transformed into arcades next to the commercial streets, and then hypermarkets with greater concentration and variety. In order to attract different groups of people, they came to work and now this transformation has found a new structure and replaced the commercial space in the form of goods. Therefore, the purpose of this research is to explain the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers, and in this regard, the main question of the research is as follows: "What are the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers?"Methodology:The present research, in terms of method, is "descriptive-explanatory”. The research method is qualitative. According to data collection, survey and interview methods have been used as the main tools. The statistical population includes all the users of the space in Megamall, Ekbatan, Tehran. For the purpose of interviews, for the qualitative analysis of the data, the random sampling method was used, and the sample size was 30 people according to the theoretical saturation level in the form of focus groups. 5-6 people have been selected. The analysis has been done based on Carspecken analysis in the following stages: compilation and initial registration of data; analysis and preliminary restorative analysis of data; Dialogue-oriented data production: description of structural relationships; description and explanation of structural relationships obtained from the findings.Results and discussion:Qualitative findings showed that Ekbatan Megamall, as one of the modern commercial spaces, has provided a platform for space users whose age range is 18-35 years, where "showing themselves" and "roaming" are among their obvious goals. The existence of malls and megamalls in cities leads to It has created a new kind of cultural, social and economic experience of the space, which will also cause the development of the consumerism pattern. Also, Megamall Ekbatan commercial complex as a case study in this thesis can be referred to as a consumption space in which the lifestyle, the desires, thoughts and ideals of different space users are idols of traditional commercial spaces and even arcades and can define a new identity of urban spaces in which the needs of users and their presence are different from other spaces. The production of commercial consumption spaces based on the new needs of users, emphasizing the large-scale commercial complex of Ekbatan, is described as follows: this commercial space is a space not for production but for consumption, and as a modern urban space where fashion is one of the characteristics Space users in a way that makes the representational space of "users' experience area or youth roaming" full of power and procedures contrary to the behavioral pattern of users in other commercial spaces, can be discussed and investigatedConclusion:Concluding remarks of this study, Malls and mega-malls provided an arena for the presence and expression of modern citizens' behaviors, which are similar to things like loitering (showing boys and girls to attract attention, walking calmly and rhythmically without a goal, spending free time), consumer images (signs encouraging consumption, bank banners). investment incentive, this is the same as happiness and bank profit, boutique window decorations), and fashionism (different clothing of users in this space, use of brand and different clothes in these spaces, desire and pretending to buy, desire to use different makeup in girls, The tendency to use different hairstyles in boys, fashionable clothes) that these factors caused the creation of contemporary urban spaces with an approach beyond economic and behavioral exchange.

References:

• Aderemi, B. D., Olonade, O. Y., & Femi, A. F. (2019). Megamalls as site for social interaction: A case study of Shoprite and Ventura, Ibadan, Nigeria.


• Ageev, I., Nikolaeva, A., & Rumyantsev, P. P. (2016). Social and economic well-being in the conditions of the urban space: the evolution of methodological approaches in the historical urban studies.


• Ahor, Iran. Jajarmi, Kazem. Nazarian, Asghar. Moshieri, Seydarhim. (2012). From Bazaar to Big Bazaar (Megamal). Environment preparation. 6(20): 145-176.


• Asgari, Ali, Nasir Salami, Seyed Mohammad Reza, Sultanzadeh, Hossein, Hashem Nejad Shirazi, Hashem. (2017). consumption architecture; A semantic analysis on the phenomenon of consumption in large urban shopping centers. Bagh Nazar, 15(59), 17-28.


• Beiró, M. G., Bravo, L., Caro, D., Cattuto, C., Ferres, L., & Graells-Garrido, E. (2018). Shopping mall attraction and social mixing at a city scale. EPJ Data Science, 7(1), 28.


• Brenner, N. (2019). New urban spaces: Urban theory and the scale question. Oxford University Press.


• Bugaric, B. (2010). Active urban scenes. Little, Brown.


• Cox, N., Ganong, P., Noel, P., Vavra, J., Wong, A., Farrell, D., & Greig, F. (2020). Initial impacts of the pandemic on consumer behavior: Evidence from linked income, spending, and savings data. University of Chicago, Becker Friedman Institute for Economics Working Paper. - Tang, S., Hao, P., & Feng, J. (2020). Consumer behavior of rural migrant workers in urban China. Cities, 106, 102856.


• De Magalhaes, C., & Trigo, S. F. (2017). Contracting out publicness: The private management of the urban public realm and its implications. Progress in Planning, 115, 1-28.


• Fani, Zahra. (2013). Studies and contemporary urban geography (fundamental concepts and perspectives), Tehran, Samt Publications.


• Farrag, Dalia A. & El Sayed, Ismail M. & Belk, Russell W. (2010) Mall Shopping Motives and Activities: A Multimethod Approach, Journal of International Consumer Marketing, Vol.22, pp. 95-115.


• Grabkowska, M. (2018). Urban space as a common in print media discourse in Poland after 1989. Cities, 72, 122-129.


• Habibi, Leila, Pati, Farzin. (2016). From the market to the arcade: an analysis of the evolution of modern commercial spaces in Tehran. Bagh Nazar, 14(49), 45-56.


• Izadpanah, Mehbobe, Habibi, Mitra. (2017). Analysis and evaluation of the position of goods as a public space, case study: Tehran Palladium shopping center. Shahr Paydar Quarterly, 1(4), 37-56.


• Jäger, Philipp Frank. (2016) Where the whole city meets: youth, gender and consumerism in the social space of the MEGA shopping mall in Aktobe, western Kazakhstan, Journal of Central Asian Survey, 35)2(:178-194.


• Kazemi, Abbas (2016), "Financialization" of the city and the political economy of space, Narrative Analytical Cultural Journal, From Yesterday's Passages to Today's Things, The Road of Destruction or the Pavement of Redemption, number seven, under the supervision of the Policy Council, Farvardin, Tehran.


• Khademi, Shahrazad, Alipour, Sara. (2016). Property, today's manifestation of public space in Tehran? Manzar Scientific Journal, 9(40), 42-53.


• Kwun, J. Lee, S. (2013), Optimized Exit Location Planning in an Underground Mega Mall Based on Mathematical Model of Algorithm, JAABE, vol.12, no.2, 253-260.


• Mittal, A. Jhamb, D. (2016). Determinants of Shopping Mall Attractiveness: The Indian Context, Procedia Economics and Finance, 37, 386 – 390.


• Najoomian, Amir Ali (2015), Property as a Narrative, theses about the concept of "property" and its functions and implications, Narrative Analytical Cultural Journal, From Yesterday's Passages to Today's Property, The Road of Destruction or the Pavement of Salvation, number seven, under the supervision of the Council Policy, Farvardin, Tehran.


• Ozorhon, Guliz. & Ozorhon, Ilker Fatih. (2014) Investigation of the change of the shopping mall’s space organization in Istanbul, Journal of Architecture and Urbanism, Vol.38, No.2, pp.120-129.


• Sarafi, Mozafar (2014), urban spatial development planning, Shahid Beheshti University, Tehran.


• Weitz, A. B., Levy, M., & Grewal, D. (2012). Retailing management, New York: McgrawHill.


• Xiao-rong, L., & Hai-xiao, P. (2017). The effects of the integration of metro station and mega-multi-mall on consumers’ activities: a case study of Shanghai. Transportation research procedia, 25, 2574-2582.