Driving Factors Behind the Social Role of Retail Centers on Recreational Activities 

Driving Factors Behind the Social Role of Retail Centers on Recreational Activities  | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Driving Factors Behind the Social Role of Retail Centers on Recreational Activities Sepideh Baghaee, Saeed Nosratabadi, Farshid Aram, Amir Mosavi This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-324368/v1 This work is licensed under a CC BY 4.0 License Status: Published Journal Publication published 01 Jan, 2021 Read the published version in Cogent Business & Management → Version 1 posted You are reading this latest preprint version Abstract Retail centers can be considered as places for interactional and recreational activities and such social roles of retail centers contribute to the popularity of the retail centers. Therefore, the main objective of this study was to identify effective factors encouraging customers to engage with interactional activities and measure how these factors affect customer behavior. Accordingly, two hypotheses were raised illustrating that the travel time (i.e., the time it takes for a customer to reach the retail center) and the variety of shops (in a retail center) increase the percentage of people who spend their leisure time and recreational activities retail centers. Two case studies were conducted in two analogous retail centers, one in Tehran, Iran, and the other in Madrid, Spain. According to the results, there is an interaction between the travel time and the motivation for the presence of people in the retail center. Furthermore, the results revealed that half of both retail center goers who spend more than 10 minutes to reach the retail centers prefer to do leisure activities and browsing than shopping. In other words, the longer it takes a person to get to the center, the more likely he/she is to spend more time in the mall and do more leisure activities. It is also found that there is a significant relationship between the variety of shops in a retail center and the motivation of customers attending a retail center that encourages people to spend their leisure time in retail centers. Marketing City Management and Urban Policy Urban Studies Retail centers interactional activities recreational activities urban social sustainability social sustainability Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Figure 9 Full Text Cite Share Download PDF Status: Published Journal Publication published 01 Jan, 2021 Read the published version in Cogent Business & Management → Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-324368","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":16375652,"identity":"852f0756-68f6-46f9-adb1-d3b2b4816cf5","order_by":0,"name":"Sepideh Baghaee","email":"","orcid":"","institution":"Universidad Politécnica de Madrid-UPM","correspondingAuthor":false,"submittingAuthor":false,"prefix":"","firstName":"Sepideh","middleName":"","lastName":"Baghaee","suffix":""},{"id":16375653,"identity":"10a24af6-9ce0-42fe-8d92-866b114ea8b8","order_by":1,"name":"Saeed Nosratabadi","email":"","orcid":"","institution":"Hungarian University of 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