Research On The Perception Of Jinan Urban Commercial Space Based On SD Method

Urban commercial space is closely related to the development of urban economy and residents’ lives.With the development of economy and society,planning and design requirements for commercial space have changed from simply satisfying residents’ shopping,dining,and accommodation to satisfying the needs of experience,emotion,and entertainment,and the planning,design and management of urban commercial space emphasis on people-oriented more and more,paying more attention to people’s psychological feelings and emotional satisfaction.As the capital city of Shandong Province,Jinan has the representativeness and typicality of the study of big cities.Studying its commercial space from a perceptual perspective can not only provide new academic growth points for behavioral geography,economics and other related disciplines,but also it can provide guidance and decision-making reference for urban commercial space planning and commercial development in China,and has important theoretical and practical significance.Based on the research results at home and abroad,this paper uses the SD(Semantic Differential)method as the main research method to carry out research on the commercial space perception of Jinan.Firstly,the commercial development status of Jinan is analyzed through commercial indicators and regional comparison.The nuclear density analysis method is used to obtain commercial outlets a、commercial areas and commercial streets in Lixia District,Shizhong District,Huaiyin District,Tianqiao District,Licheng District and Changqing District,and further identified six business districts in Jinan.Secondly,select 18 pairs of positive and negative adjectives related to Jinan city commercial space as the SD semantic difference scale of the questionnaire.The city residents’ perception data of Jinan commercial space was obtained through the research and questionnaire analysis,and the overall evaluation of Jinan commercial space perception is carried out based on the obtained SD score table and evaluation curve,in addition,the factor analysis of sensory data is used to obtain the regional evaluation of commercial space perception in Jinan.Finally,the objective index data and subjective perception data are selected for correlation analysis to get the influencing factors and perceived thresholds of commercial space perception,then based on the research results and the status quo of Jinan commercial space.Then the commercial space optimization proposal is proposed according to the research results and the status quo and perception of Jinan commercial space.The study found that:(1)urban residents have a positive overall perception of Jinan’s commercial space,especially in terms of safety,brightness,cleanliness,commercial atmosphere and satisfaction;(2)urban residents generally have a prosperous degree for commercial space of the city is evaluated and analyzed in five aspects: commercial atmosphere,commercial appearance,business environment and commercial scale.The evaluation rankings of commercial space perception in the six districts of Jinan are from Lixia District,Shizhong District,Tianqiao District,Huaiyin District,Licheng District and Changqing District.(3)The commercial space perception characteristics of the six districts of Jinan are obvious,and the specific perceptions are quite different,and the six districts are prominent in different pairs of perceptual adjectives.(4)There are correlations between object indicators and psychological perception.Most of the urban object indicators selected in this paper are more or less related to the psychological perception of urban residents,and these correlations can be interpreted in a meaningful way.The various data of urban commercial space can be derived from the external of the city.Reflected or can be perceived by residents,but there is still a certain gap between the development status and the perception of urban residents.(5)Obtain the influencing factors and perceived thresholds of Jinan commercial space perception.The study found that the main factor affecting traffic perception is the per capita car ownership.The factor affecting fashion perception is fixed asset investment.The factors affecting scale perception are the total retail sales of social consumer goods,the total sales of commercial enterprises,the total purchase of commercial enterprises,and commercial enterprises.The quantity,the factors that influence the perception of the central sense are the per capita GDP and the retail outlet area.The objective indicators and thresholds that influence perception can provide a quantitative reference for urban commercial spatial planning.