Research On Space Design Of Shopping Center Under The Background Of Consumer Behavior Transformation

Since the reform and opening up,shopping centers have gradually risen in all parts of our country,and have shown a rapid development trend in this century.Under the background of globalization,the rapid development of China's economy not only promotes the rapid improvement of people's living standards,but also promotes the transformation of people's consumption behavior.At present,shopping centers in China are not only facing the development opportunities brought by the rapid economic development,but also facing the challenges brought by the change of consumer behavior.In particular,the lack of space environment atmosphere in shopping centers the homogenization of spatial composition and beautification decoration,the lack of innovation in the business layout and so on.Based on the social background of rapid economic development and business model innovation in China,based on the theory of consumer behavior and environmental behavior,this paper deeply analyzes the causes and influencing factors of the transformation of people's consumption behavior,and summarizes the characteristics of the transformation of consumption behavior.From the perspective of the transformation of consumer behavior,this paper studies the characteristics of commercial space from the founding of the people's Republic of China to the reform and opening up,and the evolution of the spatial form of shopping centers after the reform and opening up.Shopping centers in China experienced the evolution of spatial form of open shelf,open shop,open commercial street,inner street and centralized in the early stage.The spatial form in different stages was the result of adapting to the consumption behavior at that time,and the process of morphological evolution also reflected the process of people's consumption behavior to a certain extent.This paper selects three cases: Suzhou Central Shopping Center,Suzhou Longhu Shishan Tianjie Shopping Center and Nanjing Jinying World Shopping Center,and studies their respective spaces from the aspects of functional layout,spatial organization,appearance image and so on,and analyzes the consumption behavior through field observation and questionnaire investigation.According to the analysis results,it summarizes the characteristics of the transformation of contemporary consumption behavior in our country.Therefore,it is necessary to increase the sense ofspatial belonging,construct compound space,enhance spatial entertainment,enhance spatial communication and improve the function of spatial guidance in shopping centers.Based on the process of consumer behavior transformation,combined with the characteristics of contemporary consumer behavior transformation and the demand for shopping center space,this paper puts forward the design strategy of shopping center space from five aspects: spatial design theme,spatial function recombination,spatial form individualization,strengthening spatial interaction and promoting spatial guidance.