* 文创商业综合体的空间消费吸引特征研究
——以诚品书店苏州店为例
Research on the Spatial Consumption Attraction Features of Cultural and Creative-themed Commercial Complex: A Case Study of Eslite Bookstore in Suzhou
毛媛媛1，刘思婕 2，王 灿3，李文超 4，王 德毛媛媛，刘思婕，王灿，等．文创商业综合体的空间消费吸引特征研究——以诚品书店苏州店为例[J]．南方建筑，2024（2）：01-09．
MAO Yuanyuan，LIU Sijie，WANG Can，et al．Research on the Spatial Consumption Attraction Features of Cultural and Creative-themed Commercial Complex: A Case Study of Eslite Bookstore in Suzhou[J]．South Architecture， 2024(2)：01-09．
摘要 基于消费者行为视角，选取“诚品书店苏州店”为研究对象，运用社会网络分析方法研究了文创主题类商业综合体中消费者的空间使用特征。研究结果表明：文创主题类、部分餐饮类店铺和公共空间在诚品商场中消费吸引力高，位于高层时可有效增强整个商场的消费吸引价值，其他类型店铺的消费吸引力一定程度上会受此类店铺的影响。因此在文创类商业空间布局时，将不同消费吸引力的店铺进行组合配置，强化各店铺影响关联的同时提高其他店铺的消费吸引力，达到商场整体体验效益与消费效益的不断优化。
关键词 商业综合体；消费者行为；空间评价；体验经济；社会网络分析
*基金项目国家自然科学基金青年基金项目（52208078）：基于偏好分析和行为模拟的城市养老机构布局规划研究；国家自然科学基金资助项目（41771170）：基于手机信令数据的居民行为空间结构与模式研究。
中图分类号 TU-02; TU2文献标志码 A
DOI 10. 3969/j. issn. 1000-0232. 2024. 02. 001文章编号 1000-0232（2024）02-0001-09
作者简介1 副教授；2硕士研究生；3 副教授，通讯作者，电子邮箱：canwang@tongji.edu.cn；1&2&3 苏州大学建筑学院；4香港科技大学（广州），
博士研究生；5同济大学建筑与城市规划学院，教授
ABSTRACT Cultural and Creative-themed Commercial Complexes represent diverse shared architectural spaces in urban settings, integrating cultural elements with commercial principles. These spaces not only cater to urban residents' daily needs and offer experiential consumption in the era of experience-based economies but also urban development pathways. However, research on commercial complexes from the perspective of consumer behaviors hardly represents cultural and creative-themed complexes. Additionally, there is limited research on consumption characteristics resulting from the combination of physical bookstores within commercial spaces. Overall, the relationship between urban commercial consumption and cultural elements remains ambiguous. Therefore, a case study based on "Suzhou Eslite Bookstore" was carried out in this study. Individual behavioral patterns and spatial usage characteristics of consumers within cultural and creative-themed commercial complexes were studied through the social network analysis method based on consumer activity pattern data. The social network analysis method visualizes consumer behaviors, commercial spaces and spatial formats into a social network model, which is convenient for comprehending consumer demands and organizational relationships among different spatial nodes. Some research conclusions could be drawn as: (1) Spaces highly associated with consumer activities are predominantly shops with explicit cultural and creative themes, high brand recognition, and good spatial accessibility. (2) Shop nodes within the complex's network layout exhibit noticeable consumer attraction characteristics. Cultural and creative-themed shops, certain dining venues and public spaces are vital spatial nodes influencing consumers' experience and consumption in the complex. When situated on higher floors, these spatial nodes can effectively enhance the overall consumer appeal of the complex and influence consumer attraction to other types of shops to some extent. These nodes can be separated and combined with other shops in layout, aiming to strengthen interrelations among shops and enhance the overall effectiveness of commercial spaces based on the maximum radiation range of consumer attraction. (3) Within cultural and creative-themed commercial spaces, the following five types of spatial nodes can be organized based on the above findings: core-type nodes, close-type nodes, cohesive-type nodes, dispersed-type nodes, and isolated-type nodes. The core-type and close-type spatial nodes shall be set with cohesive-type and dispersedtypes to properly utilize their consumer attraction capabilities, radiation and driving effects to other nodes. The spatial locations, business types and functions of dispersed-type and isolated-type spatial nodes shall be analyzed according to their formation reasons and changed accordlingly. This study extends research ideas on commercial spatial layout while providing scientific references for urban commercial spatial design concepts and guidelines. On the other hand, it promotes the overall development of commercial spaces while seeking experiential and economic benefit pathways for cultural and creative-themed commercial complexes and physical bookstores. Future research can optimize conclusions by studying more cases, comparing consumer behaviors in the post-pandemic era and further validating consumer attraction characteristics.
KEY WORDS commercial complex; consumer behavior; spatial evaluation; experience economy; social network analysis