A Study on Commercial Streetscape Preferences and Emotional Experience in Taichung City

• Main Authors: ThiHai-Dung Tran, 陳氏海蓉
• Other Authors: Ying-Hung Li
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/89652492565532281291

碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 99 === Abstract Cities in Taiwan have Commercial Streetscape of gathering places. However in order to create a distinctive Commercial Streetscape with attraction, it must have several elements to constitute a Commercial streetscape integration. In the field of scenic beauty measurement, Kaplan & Kaplan''s Environmental Preference Matrix and Russell(1980) of 28 emotional adjectives has been widely used in psychological modeling. Therefore, the purpose of this study is to examine the environmental preference matrix (“coherence”, “legibility”, “complexity”, “mystery”) and the emotional experience of the four dimensions ("F1-high Arousal and low Pleasure", " F2-high Arousal and high Pleasure", " F3-low Arousal and low Pleasure", " F4-low Arousal and high Pleasure ") for the Commercial streetscape of landscape preferences. The study sites focus on 10 streets in Taichung City, using a total of 50 pictures. By way of Hitomi Bit Tracker and questionnaire, there were total of 30 subjects in this study. The Commercial Streetscape photos analysis shows that the environmental preference matrix of “coherence”, “legibility”, “mystery” and the emotional experience have highest score on the Jing Ming Commercial District, Art Park Commercial District, Da Long Commercial District. These Commercial Districts show the impact of positive emotions (" F2-high Arousal and high Pleasure", " F4-low Arousal and high Pleasure ") , the average value of all points is between 3 to 5. Preference with the effect of positive emotion was significantly correlated, so the preference of the highest score are on Yi Zhong Commercial district, Art Park Commercial district, and Da Long Commercial district . Stepwise regression analysis showed the “coherence”, “legibility”, and “mystery” have significant explanation on landscape preferences .The Commercial District gives more the feeling of “coherence”, “legibility”, “mystery”, the people will have a higher preference for this landscape. In the emotional experience of the four demensions, " F4-low Arousal and high Pleasure "," F3-low Arousal and low Pleasure "," F2-high Arousal and high Pleasure " are significant to affect landscape preference. " F4-low Arousal and high Pleasure " is the highest, expressed the degree Landscape preference’s explanation best, " F3-low Arousal and low Pleasure" of the impact is negative impact. Therefore, the Commercial streetscape has higher emotional pleasure, and then people will have positive preference. Conversely, if the Commercial streetscape with low Arousal and low pleasure, it will reduce the preference evaluation. Finally, “hot spot” analysis by tracking pupil places, the results show that subjects viewed the Commercial streetscape composition of the main elements are buildings, planting, signage, pavement, visual extinction point, sky, vehicles. The most concentrations are in the planting and advertising signs. So the results show that if “hot spots” focus more on planting, the preference value will be more higher, and the positive impact of emotional will be greater.