تحلیل چندبُعدی تأثیر ابعاد زیباشناختی و پایداری محیطی در طراحی نمای مراکز تجاری بر ادراک و ترجیحات کاربران (موردپژوهی: کلان‌شهر تهران)

دوره 22، شماره 144
خرداد 1404
صفحه 33-48

نوع مقاله : مقالۀ پژوهشی

نویسندگان

گروه معماری، واحد بم، دانشگاه آزاد اسلامی، بم، ایران.

چکیده
بیان مسئله: تاکنون، بسیاری از پژوهش‌های مرتبط با نمای مراکز تجاری یا بر ابعاد زیبایی‌شناختی تمرکز داشته‌ یا معیارهای عملکردی (به‌ویژه پایداری محیطی) را مدنظر قرار داده‌اند. ازاین‌رو، خلأ پژوهشی در ایران پیرامون رویکردی ترکیبی احساس می‌شد که همزمان جنبه‌های فنی (نظیر ضریب انتقال حرارت، پوشش سبز، کنترل تابش) و بُعد ادراکی-فرهنگی (ازجمله انتظارات کاربران شهری و سازگاری با هویت محلی) را تحلیل کند.
هدف پژوهش: این پژوهش با هدف پرکردن این شکاف، می‌کوشد تا با رویکردی کمّی-کیفی، چگونگی تأثیر عوامل بصری و محیطی طراحی نمای ساختمان‌های تجاری بر ترجیحات و ادراکات مخاطبان در کلان‌شهر تهران را بررسی کند.
روش پژوهش: در گام نخست، با شبیه‌سازی انرژی و تحلیل داده‌های کالبدی (شاخص‌های حرارتی و نور روز)، توان عملکردی چهار نمونۀ مرکز تجاری ارزیابی شد. سپس، از طریق مصاحبه‌های نیمه‌ساختاریافته و پرسشنامه، رویکرد کیفی درک و ترجیحات کاربران در ابعاد زیبایی‌شناختی و فرهنگی جمع‌آوری شد.
نتیجه‌گیری: نتایج نشان داد نماهایی که ضمن کاهش مصرف انرژی، دارای جلوه‌های بصری و نشانه‌های فرهنگی آشکار هستند، در شکل‌گیری حس مثبت و تمایل کاربران به استفاده از آن فضا موفق‌تر عمل می‌کنند. این مطالعه، برخلاف اغلب پژوهش‌های پیشین که صرفاً بر یکی از ابعاد (زیبایی‌شناختی یا عملکردی) تأکید داشتند، الگوی تلفیقی کمّی-کیفی ارائه و شکل‌گیری پیوند میان عوامل محیطی و دریافت‌های روانی کاربران را به‌صورت نظام‌مند نشان می‌دهد. می‌توان از این چارچوب در راستای طراحی نماهایی بهره برد که همزمان، منافع زیست‌محیطی و رضایت ادراکی جامعۀ هدف را تأمین می‌کنند.

کلیدواژه‌ها

عنوان مقاله English

Multidimensional Analysis of the Aesthetic and Environmental Sustainability Aspects of Commercial Façade Design on User Perception and Preferences (Case Study: Tehran Metropolis)

نویسندگان English

Nasibeh Shahabi Maskoun
Mansour Nikpour
Mohsen Ghasemi
Ph.D. Candidate, Department of Architecture, Bam Branch, Islamic Azad University, Bam, Iran.
چکیده English

Problem statement: To date, many studies concerning the façades of commercial centers have tended to focus either on aesthetic dimensions or on performance-based criteria—particularly environmental sustainability. Consequently, a notable research gap persists in Iran regarding integrative approaches that simultaneously examine both technical aspects (such as thermal transmittance, green cladding, and solar radiation control) and perceptual-cultural dimensions (including urban users’ expectations and compatibility with local identity).
Research objective: Addressing this gap, the present study adopts a mixed-method approach—quantitative and qualitative to explore how visual and environmental features of commercial building façades influence the preferences and perceptual experiences of users in the Tehran metropolis.
Research method: In the initial phase, energy simulations and analysis of physical data (including thermal and daylighting indices) were conducted to evaluate the environmental performance of four selected commercial complexes. Subsequently, qualitative data were gathered through semi-structured interviews and perceptual questionnaires to assess user preferences concerning aesthetic and cultural dimensions.
Conclusion: The results indicate that façades which simultaneously reduce energy consumption and exhibit strong visual presence along with discernible cultural cues are significantly more effective in eliciting positive emotional responses and encouraging user engagement. Unlike most previous studies—often limited to either aesthetic or technical aspects—this research introduces an integrated mixed-method framework that systematically demonstrates the interrelation between environmental parameters and users’ psychological reception. This framework offers a strategic model for designing façades that fulfill both ecological goals and perceptual satisfaction among the target community.

کلیدواژه‌ها English

  • Aesthetics
  • Environmental Sustainability
  • User Preferences
  • Commercial Façades
  • Tehran Metropolis
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