Analysis of environmental quality impacts dimensions on citizen presence in commercial spaces. Case study: Rahnamayee Commercial Street, Mashhad

Extended Abstract

1. Introduction

Human beings needs to presence in urban areas. One of the most important types of psychological needs is communication and social interaction. Social interactions in life, Due to the importance, can be an asset for the individual and society. Therefore, human presence occurs when its external environment condition is in favorable state and so, prepares space for such interactions to increase the number of citizens. On the other hand, commercial streets have an important role to contribute to creating and sustaining social interaction citizens greatly. But, in today urban areas, shopping malls and commercial spaces do not appeal much to citizens and so, too, constructive social interaction doesn't form in them.

2- Theoretical bases

The citizen and the urban space have inevitable mutual relationship with each other. So that the activities of citizens is ambient of environment, conditions and their qualities. For many members of the community and many individual activities and social satisfaction from quality of urban spaces, is an important key to determine the use or non-use of urban spaces. Thus, to achieve the quality of urban spaces, a quick and summary look at the quality of the urban environment theorists and researchers on criteria and indicators; at First. Then, according to various models witch offered by theorists, can conclude advantage and strengths dimensions of the desired environmental quality models:

§   The physical dimension (those indices that have been raised and dealt with structure and exterior space).

§   The environmental dimension (environment and urban spaces that contribute to space sustainability).

§   The functional dimensions (this aspect of urban spaces to meet the different needs and depends on a variety of citizens by available space)

§   The perceptual dimensions (taken from the indices witch meaning and understanding by human beings).

3. Discussion

First, the aim of this study is examining the quality of environmental aspects affecting on citizens presence in urban areas. Then, another aim is to indicate and assessment of commercial spaces quality and its effects and dimension on presence. This research is a descriptive analysis and used questionnaire method for following objectives. Collected data analyzed by using SPSS statistical software. The case study consisted of three groups of citizens, residents, workers at Rahnamayee Commercial Street, in Mashhad urban area. The sample of study is 300 people in each of citizen groups which have been completed 100 questionnaires. The linear regression analysis was used In order to explain the role and importance of the qualitative aspects of the environment on the presence of citizens in commercial spaces. Accordingly, the findings show that about 28 to 31 percent of the citizen dependent variable explained by the independent quality of the environment variables and other variables indicated about 65 percent of other changes. Among the qualitative aspects, the perceptual indicators has distinctive role on citizens behavior and then, functional and the physical dimensions, have the least roles. While, according to significance factor, the of perceptual and functional parameters are meaningful dimensions. Thus it can be said that the perceptual and functional parameters have a distinctive role in environmental quality and other aspects (physical and environmental) haven’t determination role in such areas.

4. Conclusion

From the past to the present, purpose of commercial spaces and refer people to them is to fixe human needs, However, the shopping is a "recreational activity", today. So today there is no accommodation between the objectives and functions of commercial space. The most significant variables that have changed over time: first and foremost, human needs, and secondly, is the performance of commercial space. What people today towards commercial spaces, touching atmosphere due to human emotions, pleasure, joy, peace, walking, seeing and being seen, and etc, and all of them referred and returned to psycho-spiritual needs of human communication. Therefore, increasing the satisfaction of citizen's outcome can be attributed qualities of urban spaces. There are also qualities of space, resourced from components of urban space parameters, such as: the physical, environmental dimension, the functional and perceptual sense dimensions. Thus, the findings indicate that the qualitative aspects that influence the presence in commercial spaces, primarily due to the perceptual sense, then, are the functional properties. This means that man be entered to where the space that be understood, and the next time the priority place related to function and fixed his needs.

Finally, such as true defined spaces and management could improve environmental quality and citizen satisfaction, and are encouraged to attend the much more citizen's presence.