Research On Consumers's Image Space Of Shopping Mall's Micro Space

This study draws on the theory of urban image to analyze the internal space structure of shopping mall, break the traditional research methods to explain the business structure of space theory; we will focus on the individual behavior influenced by commercial space, and grasp the internal structure of commercial space from the consumers' perception image. The traditional urban image theory focus on large scale space, study image of consumer space of shopping mall center can be reduced to the concrete, and the study is more close to the reality of consumer's life, to make a more practical research provide a reference for the micro space layout of shopping mall.We reference the theories and concepts of urban image theory, human geography, behavioral geography and behavioral psychology, using in-depth interviews, cognitive maps, questionnaires and other methods to collection the data, using excel2010, spss19.0, Argis10.2 and other mathematical software to analyze the data, explore the consumer's image space perception of shopping mall, drawning the image space map according to the image elements different frequency, and reveals structural features of the consumer image of shopping mall space;drawing the four-quadrant diagram according to different perception and the satisfaction score, analysis the consumer's image space evaluation features of shopping mall, to reveal the problems in the consumer image space of shopping mall, and propose some suggestions for optimization. Research results show that:(1) The shopping mall as a micro spatial scale has the same "imaginability" as a large city;(2) Consumer cognitive maps are divided into sequential, spatial and haplotype, and in terms of the development stage of space perception, the most consumers are in the low level of spatial cognition;(3) Consumer image spatial map has a feature of strong boundary perception and weak feature zoning;(4) Different image elements has different characteristics in consumer's cognition evaluation;(5) Different structure layout, format combination and landscape construction of Shopping mall lead to the same image elements in the consumer cognitive evaluation has different combination of features.