A Study Of Place Attachment To Subcultural Consumption Space

Place attachment theory is an effective theoretical tool used to explain the objective phenomenon of special link between people and places,and has received great attention from scholars in various subject such as human geography,environmental psychology and sociology.However,few studies have focused on consumer space,and even fewer have focused on how the involvement of subcultural elements in space can change people’s sense of attachment.Therefore,this study will focus on the specificity of microspaces such as subcultural consumption spaces based on a geographic research perspective,and on the phenomenon of place attachment between consumers and subcultural consumption spaces.In view of the fact that POPMART is a typical representative of the subculture industry with a large scale of development and obvious subcultural traits,this study chooses POPMART store as a case study.First,five POP MART stores in Dalian are taken as a case,and first-hand data are collected from observation and interviews,and then using grounded theory to refine the dimensions of place attachment to subcultural consumption.The concepts and categories are then operationalized and survey scales are designed on this basis.Quantitative data were collected through questionnaires,and quantitative methods such as mean value analysis and one-way analysis of variance were used to study the place attachment characteristics of consumers in Pavilion’s POP MART store.Finally,based on the results of the previous study,management insights for place attachment of subcultural consumption space are proposed.The main findings of this study are as follows: Theoretical model of place attachment in subcultural consumption space conclude subcultural style,cultural aesthetics,consumption space,leisure time,and social interaction five dimension,and conclude cultural,social,and geographic tripartite structure;Consumers of Pavilion’s POP MART store have a certain sense of place attachment,most focused on leisure time factors,slightly focused on subcultural style factors,cultural aesthetics factors,consumption space factors,the social interaction factors are in a subordinate position;Place attachment,and the dimensions under it,differ significantly among consumers with different occupations,education levels,monthly disposable amounts,and gender;Five categories of marketing service factors have a significant impact on consumers’ place attachment,i.e.,product price,product quality,product update frequency,store staff service,discount frequency;Consumers’ experience in art toy,frequency of visiting,and degree of browsing of online information will affect their sense of attachment on the store;There is a very close correlation between consumer’s loyalty and place attachment;Shaping distinctive subcultural symbols is an important ways to stabilize the market and achieve long-term development of subcultural consumption space.Youth is a group that needs special attention in the management and operation of subcultural consumption space.In addition,it is necessary to take into account the online platform and achieve mutually beneficial co-development.