Impacts Of Physical Characteristics Of Commercial Complexes On Visitors Behavior In Hangzhou China

China is a country that has been developed rapidly since the beginning of the 90s.Especially,it has got a remarkable increasing investment in the real estate industry because of the rapid growth of the economy and the demand for higher living standards from the growing population.Commercial complexes are steadily expanding in size and function.The retailing and surrounding environment play a key role in provoking visitors towards commercial complexes.This study aimed to investigate the interior environment of a commercial complex that inclined visitors,the role of commercial complexes as quasi-public spaces,and the impact of physical patterns on commercial complexes in Hangzhou city,China.Several sources of data and methods were used in this study:a questionnaire survey,personal observation,data extracted from big data(Dianping and Sina Weibo),and secondary data sources were used.The comprehensive literature was carried out in light of the study objectives.The data was conducted on commercial complexes at Hangzhou,which is the capital city of the Zhejiang province,China.A 500 sample size,with mall intercept technique,was used to fill the questionnaire from three prominent complexes(Wanda plaza,Intime city,and Western city square).Structural equation modeling and confirmatory factor analysis were used to measure the hypotheses.The empirical results of this dissertation found a positive and significant relationship among ambience,entertainment,built environment,and consumption.Moreover,the most interesting finding of this study is the significant mediating effects of built environment and entertainment on the relationship between ambience and consumption which can help to achieve sustainable development and inclined shoppers towards commercial complexes.This study has investigated the role of quasi-public spaces in contemporary commercial complexes.Confirmatory factor analyses with the ordinary least square(OLS)was used to examine the role of quasi-public spaces in commercial complexes.The study results present that features in commercial complexes have a positive impact on quasi-spaces and sociability-Complexes provide a high-quality atmosphere and varieties of different activities under one roof.In complexes,the creation of vibrant but frenetic and highly programmed festival spaces in which designers employ an array of techniques,tools,and activities to manipulate and program the use of,and behavior within,such spaces.These spaces provide a secure and well-maintained environment;restaurants,game areas,entertainment activities,children facilities,and comfortable-appearing furniture.Consequently,these facilities create socialization,playful conversations take place freely and also increase consumption.These facilities may have a positive impact on the physiological,cognitive,and emotions of visitors in complexes.However,the emergence of quasi-public spaces is not leading to end public spaces in China.Moreover,to investigate the impact of physical patterns,social media data was used.A locative social media network is an open-source of data that allows scholars,professionals,and urban planners to recognize which city places are preferred,used and most livable.The impact of physical patterns(density,diversity,intersection density,distance to transit,and destination accessibility)on the commercial complexes through two location-based social media networks,Dianping and,Sina Weibo was examined.All the information was gathered with the geographic location data from the corresponding Application Programming Interface(API)platform.A km buffer was created around forty-one commercial complexes in six old urban districts of Hangzhou,to assess the impact of physical patterns on the commercial complex.The results revealed that physical patterns have a significant positive impact on the commercial complex.The outcome of this study contributes to a holistic understanding that will be of future value in choosing where commercial complex should be located and will help to achieve sustainable development goals.These findings theoretically and empirically introduce a comprehensive understanding of how a commercial complex environment,services,quasi-spaces,and physical patterns affect and provoke visitors.Practically,the findings also have the potential to inform urban policy in China.The dissertation outcome is also important for real estate developers,architects,urban designers,complex managers,and operators;how complex should be designed,located and complex environment can be best utilized to enrich the shopping experience of customers.Future research and limitation are also discussed.