프리미엄 아울렛 몰의 공간구조 비교분석에 대한 연구 - 국내 사례를 중심으로 -

Abstract

A new type of shopping mall, called "premium outlets", has been introduced in Korea since 2007. Since then, it has been increasing in number and developing its distinctive shopping environment as a place not only for purchasing low-priced goods but for enjoying outdoor family outing as well. The purpose of this study is to analyse current spatial structure of the premium outlets in Korea and find out which spatial factors should be considered for improving shopping environment. The scope of this study is limited to three premium outlets(Yeoju, Paju, & Busan branches) developed by ShinsegaeSimon. The results of the research show the followings: first, it is advised to form spatial structure that has similarly high integration value per level. The survey conducted showed that most visitors tend to wander around outdoor facilities long hours and purchase goods on impulse. In addition, integration value of Space Syntax analysis turned out to match visitors' preference. With this condition, similar integration value per level could maximize visitors' shopping trip. Secondly, improvement of attraction factors by properly disposing most popular line of goods with proper anker stors should be considered when particular sales area, especially with relatively low integration and connectivity values, is turned away by visitors.