The Impact of Architectural Facade Attributes on Shopping Center Choice: A Discrete Choice Modeling Approach

This study, performed in an Iranian context, explores how specific architectural attributes of shopping centers can influence public preferences, with the aim of supporting the development of more sustainable and user-oriented urban environments. A discrete choice experiment involving 260 participants was conducted to assess preferences across seven architectural variables, each presented at varying levels: entrance position, openness (i.e., transparency through windows), architectural style, materials, window shape, scale, and symmetry. Participants evaluated paired facade images and selected their preferred designs, enabling an analysis of how these attributes impact consumer choices. The findings indicate that most variables significantly influenced facade preferences, except for arched windows and low levels of openness. In contrast, high openness emerged as the strongest positive predictor of preference. Participants also showed a marked preference for large-scale (inhumanly scaled) facade attributes, rectangular windows, extruded entrances, asymmetrical compositions, and concrete materials. Moderate preferences were observed for symmetrical designs, mixed window shapes, contemporary and postmodern styles, and brick materials. Conversely, neoclassical style, recessed entrances, stone material, and smaller-scale (humanly scaled) facades received the lowest preference ratings. These results might offer valuable insights for architects and urban planners and guide the creation of more attractive and functional shopping centers, ultimately enhancing the quality of urban life.