طراحی فضای داخلی فروشگاه‌ها بر اساس شبیه‌‌سازی الگوی حرکتی افراد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 استاد گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

3 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

4 استادیار گروه عمران، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران

چکیده

هدف پژوهش طراحی فضای داخلی فروشگاه‌‌ها براساس شبیه‌‌سازی الگوی حرکتی افراد است. جامعه آماری پژوهش شامل مشتریان فروشگاه هایپرمارکت ققنوس در شهر سمنان است. داده‌‌ها از طریق فیلم‌‌های دوربین مدار بسته فروشگاه گردآوری و برای طراحی فضای داخلی چندین گام طی شد. در گام اول با استفاده از تکنیک طرح همدلی، رفتار مشتریان درون فروشگاه آنالیز شد. در گام دوم با استفاده از نرم‌‌افزار طراحی اتوکد فضای فروشگاه با چیدمان‌‌های قالب استاندارد و با استفاده از روش گروه کانونی، چیدمانی بر اساس نظرات مشتریان طراحی شد. در گام سوم با استفاده از روش شبیه‌‌سازی فضای فروشگاه با چیدمان‌‌های مختلف طراحی و الگوی حرکتی افراد در آن شبیه‌‌سازی شد و در گام آخر با استفاده از روش رگرسیون خطی، تعداد اقلام خریداری شده برای هر سناریوی تعریف شده، پیش‌‌بینی و با هم مقایسه شدند. نتایج تحلیل رگرسیون نشان داد که مسافت طی شده، سرعت حرکت، زمان خرید و نوع رفتار مشتریان عوامل موثر بر پیش‌‌بینی تعداد اقلام خریداری شده، هستند و نتایج مقایسه سناریوهای طرح‌‌بندی فروشگاه نشان داد که بعد از چیدمان با مسیر اجباری، چیدمان طراحی شده با مشارکت مشتریان، بیشترین تغییرات را در افزایش زمان خرید (12%)، مسافت طی شده (22%) و تعداد اقلام خریداری شده (18%) دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing Interior Stores’ Space Based on Simulating Individuals’ Movement Patterns

نویسندگان [English]

  • Mehri Shahriari 1
  • Davood Feiz 2
  • Azim Zarei 3
  • Ehsan Kashi 4
1 Ph.D. Candidate in Business Administration (Marketing Management), Semnan University, Semnan, Iran
2 Professor in Business Management, Semnan University, Semnan, Iran
3 Associate Professor in Business Administration, Semnan University, Semnan, Iran
4 Assistant Professor, Department of civil engineering, Shahrood Branch, Islamic Azad University, Shahrood, Iran
چکیده [English]

The main purpose of this study is to designing interior stores’ space based on simulating individuals’ movement patterns. On this basis, it is exploratory in terms of objective and applied in terms of results. The statistical population of the study included customers of Ghoghnoos hypermarket in Semnan and data collected using CCTV films of a hypermarket. Several steps were taken to design the interior. In the first step, the in-store customer behavior was analyzed using empathic design techniques. In the second step, using AutoCAD design software, the store space was designed with standard template layouts and, using the focus group approach, a layout based on customer feedback was designed. In the third step, using the simulation method, different store layouts were designed and the people's movement pattern was simulated and Finally, using linear regression, the number of sales items for each scenario was defined, predicted and compared. The results of linear regression analysis showed that distance traveled, speed of movement, shopping time and type of customer behavior are factors influencing basket size forecasting. The results of comparing different store layout scenarios showed that after forced-path layout, layout designed with customer involvement, had the highest percentage of changes in increasing purchase time (12%), distance traveled (22%) and basket size (18%).

کلیدواژه‌ها [English]

  • Designing the Stores’ Space
  • Interior Stores’ Space
  • Simulating Movement Patterns
  • Semnan

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 24
اسفند 1399
صفحه 425-445

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