The effect of markets on the behavioral patterns of citizens in a dynamic city (case study: Panzdeh Khordad Bazaar and Iran Mall)

Article Type:
Case Study (دارای رتبه معتبر)

The behavior patterns of individuals in contemporary urban spaces are connected with their understanding of the environment, personal motivations, and demands. This paper highlights the relationship between market-places and public behavioral patterns, specifically in 15 Khordad Bazaar and the Iran-Mall, as two prominent markets in Tehran. The article adopts both the survey technique and descriptive-analytical method in order to represent the purpose that has been applied for the study. Data collection is conducted through two questionnaires (35 experts and 250 citizens) employing the Cochran formula and the Likert scale. The data analysis for urban experts, scrutinized based on the factor analysis and regression testing, while the practice conducted for city residents based on two-sample t-test and Pearson with softwares naming Spss, Lisrel. Not to mention that the content questionnaire's validity is established through Cronbach's alpha. The statistical analysis reveals five significant features naming; “Semantics, Behavioral Patterns, Activity and Performance, Physicality, and also Comfort and Convenience” with factor loadings above 0.4, Which verified by the Confirmatory Factor Analysis. The percentage of 61 for variance in the behavioral pattern has been predicted through Adjusted Coefficient of Determination in the Regression Testing process. The study shows that “Semantics” was identified as the most effective factor, with the highest variance modulus (0.779), while Comfort and Convenience represented the lowest influence (0.621). The two-sided t-test highlights significant disparities across the five features. Furthermore, the Pearson analysis reveals that physicality plays a significant role in Iran Mall, while activity and performance are prominent in 15 Khordad Bazaar. In conclusion, a wide range of significant direct influences on the society's behavioral patterns in market places have been found, which hold a straight connection with space quality of public markets, which differs the citizen's environmental perception

Journal of Future Cities vision, Volume:4 Issue: 4, 2023
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