Consumer Culture Analysis and Modern Attractions: Influential Factors on Women's Strolling Behavior in Commercial Spaces
Subject Areas :
Alireza Pahlavan
1
,
Keyvan Ahzan
2
,
Mahdi Fallahi
3
1 - Assistant Professor, Department of Architecture, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2 - Assistant Professor, Department of Civil Engineering, Islamic Azad University, Shahre Qods Branch, Tehran, Iran.
3 - Master of Architecture, Faculty of Architecture and Urban Planning, Tehran University of Art, Tehran, Iran.
Keywords: Women's Strolling, Consumer Culture, Psychological Security, Modern Attractions, Gender Equity.,
Abstract :
Women's strolling behavior in commercial spaces, as a socio-cultural phenomenon, is influenced by various factors, including consumer culture, modern attractions, psychological security, and social interactions. Modern commercial spaces, due to their innovative architectural designs and safe environments, provide a setting for social interactions and the redefinition of women's social identity. However, the structural and psychological factors affecting this behavior have received limited comprehensive analysis. This study aims to examine the impact of consumer culture and modern attractions on women's strolling behavior in commercial spaces.To achieve this goal, the research explores questions such as "Which factors have the most significant influence on women's strolling behavior?" and "What is the role of psychological security and gender equity in enhancing women's experiences in these spaces?" A nested mixed-methods approach was employed in this study. Initially, a systematic review of primary sources was conducted to identify the relevant variables. Subsequently, the Delphi technique was used to extract and refine key components related to consumer culture and modern attractions. Finally, quantitative data were collected through a Likert-scale questionnaire and analyzed using Spearman correlation and multiple regression tests.The findings indicate that psychological security and modern attractions, with correlation coefficients of 0.865 and 0.821, respectively, have the highest impact on women's strolling behavior. Conversely, spiritual-cultural variables had the least effect on this behavior. Moreover, gender equity was identified as a crucial factor in increasing women's participation in these environments by reducing inequalities and promoting equal access. The results suggest that the design of commercial spaces should focus on enhancing security, visual appeal, and social interactions to create a more favorable experience for women.
