Psychological Study of the Market Environment from the Perspective of Behavior in Traditional and Modern Markets (Case Study of Khorramabad City Markets)
<p style="text-align: left;">The market, as an urban element, is a spatial institution with a long-standing history that has played a crucial role since the dawn of urbanization. Markets have served not only as centers of trade but also as scenes of revolutions, religious gatherings,...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Islamic Azad University
2025-06-01
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| Series: | طراحی و برنامه ریزی در معماری و شهرسازی |
| Subjects: | |
| Online Access: | https://sanad.iau.ir/journal/dpau/Article/1045665 |
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| Summary: | <p style="text-align: left;">The market, as an urban element, is a spatial institution with a long-standing history that has played a crucial role since the dawn of urbanization. Markets have served not only as centers of trade but also as scenes of revolutions, religious gatherings, and social interactions, deeply influencing the behaviors of those present. Numerous studies have examined the interplay between human behavior and the environment, highlighting their mutual influences. The present research adopts a qualitative approach concerning the collection of theoretical sources and a quantitative approach based on the statistical data analyzed. The objective of this study was to investigate how the environment shapes individual behaviors within both modern and traditional market settings. Specifically, the research focused on the traditional market of Khorramabad (Gap Square) and the modern arcades along the eastern Shohada Street. Data were collected through a researcher-designed questionnaire using a Likert scale. The statistical validity and reliability coefficient was calculated at 0.785, and Pearson’s correlation coefficient was used to assess the relationships among variables. Findings revealed a moderate, significant, and positive relationship between key components (correlation coefficient: 0.417). Descriptive statistics were conducted using SPSS 21. Among the 38 participants (20 female, 18 male), the majority were single, aged between 20 and 30 years, and 55% held a master’s degree. According to the frequency analysis, interaction was identified as the most prominent component within traditional market spaces, whereas spatial attractiveness ranked highest for modern markets. Conversely, urban furniture ranked lowest in the traditional market category, highlighting deficiencies in this area in Khorramabad. Overall, despite the allure of modern market spaces, the study concludes that traditional markets elicit greater social interaction and a stronger sense of security—two critical factors demonstrating the powerful feedback of spatial and environmental design on human behavior.</p> |
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| ISSN: | 3060-6608 |