Shopping Center Atrium Rate In The Context Of Experiential Consumption And Its Influencing Factors

With the advent of experiential consumption,people’s consumer psychology and consumer behavior have undergone tremendous changes.Consumers are increasingly pursuing a shopping environment with spatial interest and individual experience,which directly promotes the development of experiential shopping malls.As the most distinctive and dynamic shared space in the shopping center,the Atrium has become the “standard” for the design of major shopping centers.Domestic research on shopping center atriums mostly stays in the study of individual atrium theories and cases.The description of the atrium does not have an overall quantitative indicator.Moreover,due to the different opening time,project location,commercial positioning,building scale,and business planning of each research object,it is difficult to scientifically guide the research project in the atrium.Therefore,the research on the atrium rate of shopping malls can not only provide the design reference value of the proportion of the shopping center atrium in the future,but also related to the tenant combination,dynamic organization,space evaluation,rental income and fire protection design strategy of the shopping center,which is very practical.This paper studies the shopping center atrium rate in the context of experiential consumption.Firstly,it analyzes the background of research topics and the status quo at home and abroad,and systematically combs related theories such as consumer psychology,consumer behavior and experiential consumption.Secondly,according to the understanding of the shopping center and the atrium,the concept of Atrium rate is proposed to study the influence of different opening time,city location,building scale,commercial positioning,building layer and other factors on the atrium rate of the shopping center.Finally,through targeted targeting to Beijing 31 shopping in Shanghai,Guangzhou,Shenzhen,Hong Kong and other places for on-the-spot investigation,combined with 57 excellent practice cases at home and abroad,analysis of shopping center atrium rate in tenant portfolio,moving line organization,space evaluation,rental income and fire protection design Five aspects of the application of the strategy.This paper hopes to provide a new method for the comparative study between shopping centers through the study of the atrium rate of shopping centers,and optimize the design of the shared space of the shopping center atrium to provide reference for the creation of the experience space atmosphere.