Passage in Our Mind : The Social Psychological Functions of the Traditional Shopping Street in Japan

在这项研究中，我们关注的是购物街本身，住在那里的人以及在日常生活中去那里的人。研究了购物街给我们的社会带来或曾经带来了什么。分析商业街对我国社会和人民群众所发挥的社会心理作用，可以发明一种新型的商业街再激活方案。人们在成长过程中形成的购物街的形象，也就是我们脑海中的通道，本研究试图在现实社会中再现它们。(1)根据社会调查方法的结果，澄清了以下几点。商业街的使用意向和使用频率直接提高了区域依恋感。同时，经常光顾购物街的人通过在购物街的聊天或个人接触等交流，间接地提高了小区依恋。购物街的使用直接提高了个人的社会资本，也通过交谈或聊天的需要间接提高了个人的社会资本。(2)在研究的第二部分，我们分析了2001年存在的购物街主页在8年后的变化。截至2001年8月，对463个主页进行了研究和分析。其中四分之一消失或关闭，其中四分之三在2009年1月继续向公众开放。通过对互联网上的购物街主页的分析表明，要想在现实世界中发展和认可购物街，必须要求在购物街中有一个单独的商店存在的理由，零售商店的所有者和顾客之间在个人层面的互动是必不可少的。

In this research, we focused on the shopping street itself, people who lived there and people who visited there in daily life. What the shopping street brings or had brought to our society is researched. Analyzing a social psychological function that the shopping street carried out to our society and people, it becomes possible to invent a new type of the re-activation plan of the shopping street. The images of shopping street formed through people's growth, that is, the passage in our mind, this research is an attempt to reproduce them in the real society.(1) The following was clarified from the results of the social investigation method. Use intention and usage frequency of shopping street improves directly the feeling of district attachment. At the same time the person who visit often to the shopping street improves indirectly the district attachment through the communication such as chatting or personal contact there. The usage of the shopping street improves directly the personal social capital and also indirectly improves it mediated through the need for talking or chatting.(2) In the second part of the research we analyzed how the shopping street homepages that had existed in 2001 changed after eight years later. At the time of August 2001, 463 homepages were researched and analyzed. One quarter of them disappeared or closed, and three quarters of them continue to open to the public January, 2009.It is shown from the analysis of the shopping street homepages on the Internet that in order to develop and approve the shopping street in real world, the raison d' etre of an individual shop among the shopping street must be required, and the interaction at the individual level between the owner of retail store and the customer is indispensable.