Immersive Virtual Reality-Aided Conjoint Analysis of Urban Square Preference by Living Environment

Though several studies have explored the ways in which people perceive the qualities of urban squares, the influence of living environments on such perceptions has received little attention. To fill this gap, this study examined differences in preferences for urban square design elements, particularly, the ratio of the width of a public space to the height of the surrounding buildings (D/H ratio), square size, and façade details, among people with different living environments. Virtual reality simulation techniques were used in controlled experiments with 100 participants of various nationalities, mostly Koreans, and conjoint analysis was applied to determine what combination of design elements most influenced urban square preferences. Participants experienced eight virtual squares designed with different combinations of the three design elements and assessed them based on five indicators of the quality of urban squares. Among the three design elements, the D/H ratio most significantly influenced the perceptions of quality, regardless of participants’ living environments. We conclude that the level of experience in various urban environments may affect people’s familiarity with these environments and their spatial perception and preferences. We thus suggest that socio-cultural differences related to users’ living environments should receive more attention in urban design practice. We also demonstrate that the emerging combination of immersive virtual reality technology and conjoint analysis can function as a useful tool for urban design research.