Abstract
This study defines malling as a phenomenon of commercial facilities designed with symbolic theme, style, arrangement of pathways and diverse range of tenants to stimulate consumption. An empirical analysis of TIME SQUARE and D-CUBE CITY visitors was conducted using dependent variables; the levels of consumer preferences of tenants, the spatial perception of the facility structure and the impression of the facility atmosphere. The main research methods include factor analysis and multiple regression analysis and the results are summarized as follows: Firstly, fashion retail stores have a significant effect on malling. Other tenants showed variations in respect to the composition of tenants on site. Secondly, comfort and fantasy derived from the impression of the facility has a direct effect on the stay time and emotional consumption. Lastly, with regards to the physical components, positive and negative effects were distinctively displayed according to the architectural style and interior constructions on site. It showed that human factor and landscape facilities have negative effects of malling on both sites. It is expected that results of this study, which comprehensively analyzes the components of shopping mall complex designed by utilizing urban planning factors, will provide implications in urban planning.
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