Investigating the effect of geometric aesthetics on the shopping behavior of visitors to commercial complexes based on recognizing the role of personality types (Case study: Chabahar commercial complexes)

The present study includes two objectives to investigate the effect of architectural geometric aesthetics on visitors' shopping behavior by considering the role of personality types in Chabahar commercial complexes and to validate the model extracted from the qualitative part. Following the objectives, two questions, including the effect of geometric aesthetics of architecture on the shopping behavior of visitors, taking into account the role of personality types of Chabahar commercial complexes, and to what extent the extraction model is valid? The population in the present study is all visitors to 5 commercial complexes in Chabahar with the names of Salehiar, Pardis, Ferdows, Sadaf and Abrisham. The questionnaires consisted of 4 parts that assessed personality types, perceptions of building characteristics, response to aesthetics and purchasing behavior, and finally reached a sample size of 50 people, approximately 10 interviewees from each complex. The data obtained from the demographic section were statistically analyzed by SPSS software and other analyzes of the interview questions were provided by Smart PLS software. Finally, it was shown that judgmental women spent much less time shopping but more often than perceptive women. Chemistry-sensory people were confirmed with general pleasure of the impact of aesthetics and shopping behavior that the emotional intellectual dimension on the aesthetic aspects of architecture and stimulation of shopping behavior is more successful. Those with an extroverted personality are more likely to shop emotionally and unreasonably.