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Open Access Article
1 - Reading Gender Components in Shopping Centers design in Tehran (Case Studies : Palladium , Koroush , Tirāgeh-2 Shopping Center, and kuwatihaie Reza Passage)
reyhaneh khorrami rouz M ohammad Mnsour Falamaki vida nourouzSocial contexts are the most important areas for space users, and factors such as age, gender, and social class can be studied in this regard. Gender is a social category that has always been influenced by the culture of the community and changes over time and thus diff MoreSocial contexts are the most important areas for space users, and factors such as age, gender, and social class can be studied in this regard. Gender is a social category that has always been influenced by the culture of the community and changes over time and thus differs from the term sex, which refers to this from the point of view of biological and physical differences. Considering the sociality of gender, this paper seeks to study the relationship between gender and space along with the quality surveys of shopping malls as a public urban space so that it is possible to introduce a space with specific components, and also these components can be used in architectural design and as well as the needs of all gender groups in this space can be met. Since studies show that women’s needs are more important because of their responsibilities and limitations and because of their sensitivities, the space they deserve is suitable for both sexes. Therefore; this study focuses on the needs and perceptions of this group.The research method used is a qualitative research method in the form of case studies where Palladium Shopping Center in northern Tehran, Cyrus Shopping Center in the west of Tehran, Tirāgeh-2 Shopping Center in the east of Tehran and Reza Kuwaitis Passage in the south of Tehran have been investigated and observed. These shopping centers were selected in four geographical locations of Tehran for the reason that the results could be generalized to the whole city of Tehran.The results of the analysis of shopping malls space in Tehran provide some indicators that have been considered as effective factors in measuring the desirability and undesirability of space and measuring the effectiveness of space design. This level of space efficiency is one of the qualitative criteria for measuring space because each person seeks to meet their needs in the environment and when the environment provides the right conditions and the individual can do less effort to achieve his goals, it is a satisfaction and desirability for him/her, and the achievement of this feeling in the environment is the expectation that each person expects the space s/he desires.The results indicate that the qualitative components referred to, will cause different users to have different uses of space in terms of gender. But surveying shopping centers in Tehran shows that women are not passive while using space, and sometimes they resist the loss of their rights in urban areas and sometimes actively produce their own items. To create their needed security, they ignore some routes, choose other routes or visit the shopping center in a group. Whether they need to rest in spaces where this need is not foreseen, they use side steps or platforms next to space. These behaviors can be interpreted as the redefinition of space, which varies from person to person depending on their perception of space and their needs. Finally, if space is not reproducible and flexible for necessary uses, they will avoid attending the space. Manuscript profile -
Open Access Article
2 - Explaining the effects of contemporary consumption behavior in the formation of urban spaces in large-scale shopping centers (Case study: Megamall Ekbatan, Tehran)
Mehdi Moradi Kianoosh Zakerhaghighi Keramatollah ZiariWith 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 s MoreWith 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. Manuscript profile -
Open Access Article
3 - Optimal Localization of Shopping Centers Using Metaheuristic Genetic Algorithm
Mahmoud Samadi Mahmoud Nouraei Mohammad Mahdi Mozaffari Babak Haji Karimi -
Open Access Article
4 - Neurological Analysis of Consumer Behavior in Shopping Malls Using EEG
Mahmoud Samadi Mohammad Mahdi Mozaffari Jafar Shaghaghi -
Open Access Article
5 - The evolution of the Tehran Bazaar after the Islamic revolution; Social analysis of urban policies
Masumeh Ahmadi Fatemeh Dousti Seyyedaboulhasan RiaziTehran Bazaar is one of the traditional and local institutions of Iranian society. During the Pahlavi period, Iran's political system, relying on a kind of modernist ideology, undertook policies that weakened Tehran's Bazaar, but with the occurrence of the Isl MoreTehran Bazaar is one of the traditional and local institutions of Iranian society. During the Pahlavi period, Iran's political system, relying on a kind of modernist ideology, undertook policies that weakened Tehran's Bazaar, but with the occurrence of the Islamic Revolution, it was expected that in the light of the ideology of the Islamic Republic system, which emphasized a kind of local modernity, the Bazaar would take the path of strengthening and revitalization. Therefore, this article studies the consequences of urban policies on the status and position of the Bazaar in Tehran in the post-revolutionary period. In this study, a combination of interviews with experts and document study was used, and the data were analyzed and summarized using content analysis. Urban policies implemented and affecting Tehran Bazaar have been examined under the three main categories of "Transferring the functions of the Tehran Bazaar to commercial centers", "Strengthening the tourism function of the Tehran Bazaar and "Protecting and revitalizing the Tehran Bazaar". The overall result of these policies has been to weaken the Bazaar in most functions and to intensify the process of transforming the Tehran Bazaar from a multifunctional social institution to a purely commercial institution. Manuscript profile -
Open Access Article
6 - Examining the safety status of sidewalks adjacent to shopping centers with emphasis on walkability (A case stuy of Sari)
S. abbasi S. lotfi M. ghadamiPlanning and design of cities based on the needs of pedestrians is one of the new approaches which are paid less attention in planning of the Iranian cities. In most cases priority is given to passing vehicle that jeopardize the safety of the citizens. Safety and securi MorePlanning and design of cities based on the needs of pedestrians is one of the new approaches which are paid less attention in planning of the Iranian cities. In most cases priority is given to passing vehicle that jeopardize the safety of the citizens. Safety and security are very crucial in continues presence and collective life in urban space. So the present research aims to examine safety of sidewalks adjacent to shopping centre with emphasis on walkability. The samples are selected from all beneficiaries of two main street of Sari city as Garan and Farhang by conducting a field work to complete the given questionnaires. The collected data are analyzed using SPSS20 and also different statistical such as factor analysis, Freidman and one tailed T test. The results showed that the means of respondents has not essential difference with theoretical mean of 3. So it showed that the citizens have no sufficient safety against vehicles. The results of factor analyses revealed that in general two factors of safety -security and the impact of removing roadway system included about 53.9 percent of total variability of variables. Finally; the ranking of sidewalk safety components showed that creating cultural activities could increase the security and safety of the streets with mean rank of 7.38. The second priority was give to the removing of roadway system with mean of 5.97. So it can be concluded that separation of vehicle system from pedestrian in main shopping centers can help to safety and security. Manuscript profile -
Open Access Article
7 - Social Analysis and Presentation the Indigenous Model of the Impact of Tehran Shopping Centers Brand Image on Female Consumer Behavior
mona manian bahram kheiriDue to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping MoreDue to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping Centers Brand Image to use for editing invasion strategies by these mall shopping owners. This study try to present a theory on behavior of female customers in shopping centers in Tehran, using a communication approach focusing on culture and social contexts. Herein, background theory research and deep interviewing has been used. Results were explained in 6 main dimensions of shopping centers brand image, attitudes towards shopping centers, customer intentions, consumer behavior, social environment and demographic characteristics and 31 internal components. Finally, a comprehensive and localized model is developed to achieve a proper understanding of customer behavior. Manuscript profile
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