Futuristic Studies Of Mental Image In large Shopping centers

In the modern era, many of the social and cultural functions of Bazar are reproduced and responded to in shopping malls, which are a kind of new urban spaces. While the effects that the key driving forces have on future condition of mental image in large shopping centers, have caused serious concerns, which necessitates futuristic studies. The purpose of this research is to investigate the future condition of mental image in large shopping centers using the scenario writing approach. Therefore, it asks this question that "considering the inevitability of creating large shopping centers as an emerging urban space, the change in the future condition of the mental image of large shopping centers is caused by which drivers or factors?" In order to answer this question, the exploratory futuristic approach with combined method has been used At first, method of content analysis and documentary studies tools; Then, the method of grounded theory with the interview tool of 15 experts; and NVIVO 11 software, The primary drives and then the main drives are extracted. then identification and analysis of effective key drivers, with Delphi technique, survey method and questionnaire tool from 15 experts ; and interaction analysis technique was used with MICMAC software. The findings of the research indicate that first 68 primary factors were identified in the three dimensions of time, place and social culture, through literature review and interviews with experts, and twenty-five main factors were identified using NVIVO 11 interview analysis software. And finally, after surveying experts with a questionnaire and using data in MICMAC software, 15 effective key drivers were extracted. All in all, the scores of direct and indirect effects of determining factors were ranked And the scenario of probable future state of the mental image of large shopping malls was presented.