购物中心设计外文翻译

购物中心设计外文翻译内容摘要：

opper, the Ethical Shopper, and the Apathetic Shopper. Economic Shoppers are those who shop with careful attention to product quality and value. Personalizing Shoppers are those who buy on the basis of a relationship with service personnel. Ethical Shoppers are those who shop for ethical reasons, like saving smaller stores. And last, Apathetic Shoppers are those who feel obligated to shop. These four types are still valid in the contemporary retail world (Stone, 1954). But Bellenger, Robertson and Greenberg added one more category: the Recreational Shopper. Recreational Shoppers are those who enjoy the act of shopping itself. They do not need to have a goal or purpose to buy something. They just enjoy browsing and sometimes buying (Bellenger, Robertson etal., 1977). Although people go shopping for different reasons, people do so more frequently than ever. As shopping center pioneer Victor Gruen identified the phenomenon, shopping is an experience acplished through the luxury of time and money. It is a type of leisure (Gruen, 1960). But, how do shoppers choose where to shop? This question is discussed in the next section. In order to attract shoppers, quite a bit of research has been done on customer satisfaction in the shopping space. Anselmsson (2020) developed a prehensive framework for satisfaction in shopping malls. He revealed eight factors that influence customer satisfaction: selection, atmosphere, convenience, performance of the sales personnel, refreshments (cafe and restaurant service), location, promotional activities and merchandise policy. Ng (2020) further examined customer satisfaction regarding different styles of shopping space from public markets to cyber malls. Assuming that satisfaction is based on the match between needs and supply, she identified three needs for shopping space to satisfy: 1) the cognitive needs for information and for a readable environment。 2) the physical needs for safety, fort and sensory simulation。 and 3) the social needs for affiliation and interaction. Ng focused on the relationship between environment and shopper. She reviewed how the basic sensory stimulations, such as lighting, color, music, noise, odor, temperature, and crowding, influence customer satisfaction and expand to physical needs, such as safety, fort and convenience, and social needs such as affiliation and interaction. According to Ng, different factors work efficiently to satisfy visitors in different types of shopping spaces. For instance, a strong odor of food satisfies the customers in public markets. Architectural design and tenant mix are essential in shopping malls. Compared to the other two needs, the need for social interaction and affiliation has hardly been explored sufficiently yet, although shopping is recognized as a social activity (Sommer, Wynes et al., 1992). There are so many types of shoppers, and they behave very differently when they go shopping. A lot of research has been done in the field of marketing on the purchasing behavior of different types of shoppers. In other fields, more research has been conducted on how activities other than shopping can be seen in contemporary shopping spaces like shopping malls. Bloch, Ridgway and Dawson conducted a largescale survey of visitors39。 activities in several shopping malls in different regions. The results showed that over 70% of respondents engaged in activities related to the purchase of goods More than half of the visitors consumed food during their visit. Around 25% walked for physical exercise and over 60% of visitors browsed. A lot of visitors socialized, too. Besides these research results, we know that shopping spaces are instant expositions of fashion and goods. Shopping spaces are spaces in which people see and are seen. Because shopping requires some sort of decisionmaking process, people always look for good direct and indirect advice from service personnel and other customers. People carefully watch what other people have, wear and purchase and take lessons from that. Shopping spaces offer various activities and insights into the behaviors of people other than those involved in selling and buying (Bloch, Ridgway etal., 1994). iii. Sunvalley Shopping Center History of Sunvalley Shopping Center In 1969, Sunvalley Shopping Center was built on a 72acre marshland site. The project began in 1961 when the site was sold by Mrs. Hope Belloc to developers. Initial planning was affected by concerns about how the new shopping center, to be located at the edge of the city, would affect the deteriorating downtown. With strong support from Mayor Robert Nelson and the Chamber of Commerce, the project smoothly progressed despite opposition from several downtown businessmen. When the site needed to be rezoned from planned industrial to unclassified to enable the acquisition of a building permit, the city and the city council immediately agreed and changed the designation (Unknown, 1963). Anticipation about the new giant shopping center began to expand among political and business people in the city. City Council member Rossalie Sher said, it39。 s a great pleasure to be part of this momentous occasion. Concord is truly rushing ahead, paring the city to San Diego, whose slogan at the time was City on the move. She was not the only enthusiastic person. This is。