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This study aims to evaluate the attributes of environmental characteristics which provide the visitors with pleasant sensory stimulations so that select optional store in many urban entertainment center. The survey research was carried out to examine the visitors’ perceived satisfaction and importance about the environmental characteristics. The respondents were male and females with ages ranging from the 10’s to the 60’s, visited 4 UECs in Seoul. The respondents were divided into three groups – neighborhood shopper, regional shopper, long-distance shopper – according to the distance from residence area to UEC. The result are as follows : ⑴ store selection variables for urban entertainment center were reclassified as 9 non-physical environment factors and 15 physical environment factors. ⑵ The store selection factors were divided into four realms by IPA analysis: the major design realm(1st quadrant), the intensive design realm(2nd quadrant), the tactical design realm(3rd quadrant), and sufficient design realm(4th quadrant). ⑶ Directly affective factors to the visitors’ importance-satisfaction such as product quality, density, ease of approach to destination, ease of wayfinding, parking space, proximity, lounge space were settled on the major and intensive design realms. ⑷ Physical environment factors such as green space, amenity, ease of horizontal circulation use, ease of vertical circulation use were also settled on the tactical design realms.