Research on the Spatial Consumption Attraction Features of Cultural and Creative-themed Commercial Complex:A Case Study of Eslite Bookstore in Suzhou
Cultural and Creative-themed Commercial Complexes represent diverse shared architectural spaces in urban settings,integrating cultural elements with commercial principles.These spaces not only cater to urban residents'daily needs and offer experiential consumption in the era of experience-based economies but also urban development pathways.However,research on commercial complexes from the perspective of consumer behaviors hardly represents cultural and creative-themed complexes.Additionally,there is limited research on consumption characteristics resulting from the combination of physical bookstores within commercial spaces.Overall,the relationship between urban commercial consumption and cultural elements remains ambiguous.Therefore,a case study based on"Suzhou Eslite Bookstore"was carried out in this study.Individual behavioral patterns and spatial usage characteristics of consumers within cultural and creative-themed commercial complexes were studied through the social network analysis method based on consumer activity pattern data.The social network analysis method visualizes consumer behaviors,commercial spaces and spatial formats into a social network model,which is convenient for comprehending consumer demands and organizational relationships among different spatial nodes.Some research conclusions could be drawn as:(1)Spaces highly associated with consumer activities are predominantly shops with explicit cultural and creative themes,high brand recognition,and good spatial accessibility.(2)Shop nodes within the complex's network layout exhibit noticeable consumer attraction characteristics.Cultural and creative-themed shops,certain dining venues and public spaces are vital spatial nodes influencing consumers'experience and consumption in the complex.When situated on higher floors,these spatial nodes can effectively enhance the overall consumer appeal of the complex and influence consumer attraction to other types of shops to some extent.These nodes can be separated and combined with other shops in layout,aiming to strengthen interrelations among shops and enhance the overall effectiveness of commercial spaces based on the maximum radiation range of consumer attraction.(3)Within cultural and creative-themed commercial spaces,the following five types of spatial nodes can be organized based on the above findings:core-type nodes,close-type nodes,cohesive-type nodes,dispersed-type nodes,and isolated-type nodes.The core-type and close-type spatial nodes shall be set with cohesive-type and dispersed-types to properly utilize their consumer attraction capabilities,radiation and driving effects to other nodes.The spatial locations,business types and functions of dispersed-type and isolated-type spatial nodes shall be analyzed according to their formation reasons and changed accordlingly.This study extends research ideas on commercial spatial layout while providing scientific references for urban commercial spatial design concepts and guidelines.On the other hand,it promotes the overall development of commercial spaces while seeking experiential and economic benefit pathways for cultural and creative-themed commercial complexes and physical bookstores.Future research can optimize conclusions by studying more cases,comparing consumer behaviors in the post-pandemic era and further validating consumer attraction characteristics.
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