The commercial use of underground space in urban area has increased to coincide with the subway construction due to technological development. The pioneer of underground shopping arcade is Kukje shopping street in Busan. The magnitude of underground shopping arcade(underground shopping street, underground shopping mall(center)) has been enlarged and the development types have also varied as time passes by. Rapid urbanization brought a sharp upturn of land price in downtown and traffic condition in CBD(Central Business District) was worsened. Accordingly, the use of underground spaces took its natural course.
In the earnest, the underground shopping arcade began to be constructed in accordance with opening of subway in Busan. Eight underground shopping arcades are now in operation; three shopping arcades(Nampo, Goangbok, Kukje) within Nampo Station area, three shopping arcades(Seomyon, Daehyun, Lotte World) within Seomyon Station area, Busan Station underground shopping arcade and Deokchon underground shopping arcade. Several underground shopping arcades are in planning stage. So, the number of underground shopping arcade in Busan is expected to increase in the future.
The aim of this study is to compare profitability factors by commercial power(trade) and supervisory authority, to empirically analyze the factors influencing on rent level through management, environment and locational characteristics, and to analyze preference about supervisory authority of the underground shopping arcade through management and environment characteristics in Busan metropolitan city. This study deals with 602 questionnaire data and field investigation data to analyze. The analysis program is SAS program.
The major findings on analysis of underground shopping arcade are as follows; First, as the result of ANOVA model to compare profitability factors, the all variables(fifteen variables)-'open sense', 'temperature', 'ventilation', 'prevention against disaster', 'hygiene', 'illumination', 'noise', 'profitability', 'rent', 'total satisfaction', 'satisfaction comparing to ground shop', 'satisfaction with supervisory authority', 'average sales per month', 'present earning rate compared with last year', 'prospect of earning rate'-were statistically significant. The satisfaction about Nampo and Goangbok shopping arcade was higher than that of other shopping arcades. Tenants(retailers) prefer public enterprise(Busan Infrastructure Corporation) to other management companies as management agency in the respect of environment characteristics.
Second, as the result of Ordered logit model for analysis of the factors influencing on rent level, the effective variables are divided into such three groups as management, environment and position characteristics. Significant variables concerning to management characteristics are 'operation term', 'business type2', 'store size', 'sex', 'customer age'. The significant variables on environment characteristics are 'prevention of disaster', 'hygiene', 'noise', 'profitability', 'satisfaction comparing to ground shop', 'satisfaction with supervisory authority'. Also, the significant variables on position characteristics are 'number of store', 'vacancy rate of business', 'number of regular bus route', 'subway users', 'appraised value of land', 'rent of ground store'.
Third, variables of analysis for preference about supervisory authority are divided into such two groups as management and environment characteristics. As the result of Multinomial logit model for analysis of preference about supervisory authority of the underground shopping arcade through management characteristics, significant variables are 'operation term', 'number of laborer', 'business size', 'average buying amount of money', 'proprietor age', 'school career', 'customer age'. Significant variables on environment characteristics are 'open sense', 'hygiene', 'illumination', 'noise', 'profitability', 'satisfaction with supervisory authority'. The result means that the preference about supervisory authority of the underground shopping arcade is higher in Busan Infrastructure Corporation than in others.
We obtain several informative suggestions to rise sales of underground shopping arcade through this analysis. Especially, when the shopping is to be remedied or we plan to construct new shopping arcade, we would consider the analysis result to promote public interests. It helps profitability rise. In other words, the result suggests that supervisory authority upgrade the satisfaction on environment characteristics.