Evaluation of perceived value and behavioral intentions of citizens in Chinese commercially open communities: A case study of Liuyun Community

Abstract

As urban development shifts from the incremental era to the stock era, urban design is becoming increasingly focused on high-quality living and human needs. However, the opening of traditional communities has been insufficiently examined. This study took Liuyun Community, a typical open community in Guangzhou (China) that has undergone a transformation from residential to commercial use, as its research object. First, more than 300 residents, tourists, and merchants were surveyed via questionnaires administered in field investigations and interviews. Next, the data from the completed questionnaires were used to construct a structural equation model consisting of five dimensions, namely commercial service value, cost value, risk value, perceptual value, and social value. The data were then analyzed to determine the correlations between perceived value and behavioral intention, satisfaction, and other psychological attributes. The following results were obtained: (1) As commercial activities in the community increased, the influence of social value, cost value, and commercial service value on behavioral intention decreased. (2) The open community inevitably had negative impacts on its citizens. However, these negative impacts were mitigated to some extent by high levels of social value. (3) Perceptions of commercial service value varied between groups.