Investigating the Effect of Geometric Aesthetics on the Shopping Actions of Customers of Commercial Complexes Based on the Recognition of Personality Types (Case Example: Chabahar Commercial Complexes

Document Type : Original Article

Authors

1 P. H. D., student in Architecture, Department of Architecture and Urban Planning, Faculty of Arts, Kerman Branch, Islamic Azad University, Kerman, Iran.

2 P. H. D,, Assistant Professor of Architecture, Department of Architecture and Urban Planning, Faculty of Arts, Kerman Branch, Islamic Azad University, Kerman, Iran.

3 P. H. D., Assistant Professor of Architecture, Department of Architecture and Urban Planning, Faculty of Arts, Kerman Branch, Islamic Azad University, Kerman, Iran.

10.22034/ias.2021.289720.1626

Abstract

The psychological connection of people with their surroundings is a central category in many styles of architecture. Commercial complexes, as one of the most visited public places, have exceptional designs. Recognizing personality types and its relationship with geometric aesthetics in commercial complexes can play a vital role in the consumers' behavior. The present research examines the subject in a descriptive and analytical way whilst relying on statistical and library data in a quantitative and qualitative approach. The studied community in the current research is all customers of five commercial complexes in Chabahar, Iran; the complexes are called: Salehiar, Pardis, Ferdous, Sadaf and Abrisham. The questionnaires include four parts in which personality types, perceptions of building features, response to aesthetics and shopping behavior were measured. Finally, a sample size of 50 people was reached, and ten candidates were interviewed from each complex. The data obtained from the demographic section has been statistically analyzed by SPSS software and other analyzes of the interview questions have been presented by Smart PLS software. Finally, it was shown that judgmental women spent much less time shopping compared to perceptive women. Somatic-sensory people with general enjoyment of the effect of aesthetics and shopping behavior confirmed that the intellectual-emotional dimension acted more successfully on the aspects of architectural beauty and stimulated shopping behavior; and finally those with an extroverted personality enjoyed emotional shopping and with no practical reason.

Research aims:
1. Investigating the significant relationship between geometric aesthetics on the shopping actions of customers to commercial complexes in Chabahar.
2. Exploring the significant relationship between the perception of building features on the shopping actions of customers to commercial complexes in Chabahar.

Research questions:
1. Do geometric aesthetics have a significant relationship on the shopping behavior of customers to commercial complexes in Chabahar?
2. Does the perception of building characteristics have an effect on the buying behavior of customers to Chabahar commercial complexes?

Keywords

References

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Islamic Art Studies
Volume 18, Issue 44
February 2021
Pages 274-284

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