سنجش کیفیت معنایی نمای مجتمع‌های تجاری بر اساس خوانش ادراکات ذهنی مخاطبان (بانوان) آشنا و ناآشنا با محیط با کاربست نظریه زمینه‌ای (مطالعه موردی: شهر قزوین)

Introduction
The current research aims to find the subjective perception of familiar and unfamiliar audiences (women) about the semantic quality of the architectural facades of commercial complexes and to investigate the difference in the quality of the subjective perception of the audience under the influence of memories and mentalities from the façade of commercial buildings in Qazvin city. The research question is what is the subjective perception of familiar and unfamiliar audiences about the semantic quality of architectural facades of commercial complexes in Qazvin city?”. What effect will the memories and mentalities of the audience familiar and unfamiliar with the commercial building of Qazvin city have on the difference in the quality of mental perception of the facade of the building? The research method is a combination of descriptive-analytical methods and grounded theory. The steps of the second method include sampling and conducting interviews until reaching theoretical saturation, categorizing the results through categorization, open coding, and axial coding until the stage of forming the core category of the research. Data collection has been done with the semi-structured interview tool in two preliminary and final stages from the users and observers of these views and the general public. The sample population was randomly selected into two groups: Qazvin citizens (acquainted addressee) and unacquainted addressee with the studied complexes. The unacquainted addressee was selected from residents of Rasht and Tehran. The reason for choosing these two cities was to find possible differences in the answers of these two groups according to the difference in the scale of the city and the expectations and backgrounds of the residents of these two cities. The commercial buildings in question include all 13 commercial complexes in Qazvin. The results show that the mental perception of acquainted and unacquainted people about the semantic quality of the architectural facades of commercial complexes in Qazvin has significant differences and similarities. The differences are mainly related to the emotional and then functional aspects, and the similarities in mental perceptions are related to the physical characteristics of the facades. Finally, among the sub-sections of semantic qualities, although emotional qualities are influential in modulating negative attitudes and undesirable mental perceptions of commercial views for acquainted people, physical and then functional qualities are more critical and general factors in the mental perception of acquainted and unacquainted people, that its result will be desirable emotional qualities. 
Materials and Methods
This research adopted three stages of coding, including open, axial, and selective coding. In the first step (open coding), the text of all interviews was studied separately and in full detail. Its concepts and categories were extracted and compared with each other and with the categories of other interviews. If necessary, subcategories, characteristics, and dimensions were defined. Then, in the selective coding stage, the categories and their dimensions were compared and integrated, and the final classification was obtained. In this step, the necessary information was obtained to extract the conceptual model of the data. The sample population was randomly selected into two categories: Qazvin citizens (familiar audiences) and unfamiliar audiences with the investigated complexes. Unfamiliar audiences were selected from residents of two cities, Rasht and Tehran. The reason for choosing these two cities was to find possible differences in the responses of these two groups based on the difference in city scale, expectations, and backgrounds of the residents of these two cities. The commercial buildings in question include 13 commercial complexes in Qazvin city. In this study, an attempt has been made to develop the model obtained from the data in the framework of the contextual theory in relation to the semantic quality of the facade and subjective perceptions (especially regarding commercial facades and also to expand the discussion by comparing the perceptions of different groups of users in terms of the influence of mental background and place of their residence) to be drawn, described and explained. 
Findings
Prioritization of commercial complexes’ facades includes Niayesh, Noor, Khalije-Fars, Alborz, Mehr and Mah, Iranian, Narvan, Touba, Dariush, Ferdowsi, Al Ghadir, Setareshahr, Pars. In unfamiliar people, metaphorical associations are more than in familiar people. Some commercial complexes, such as Noor, have the most metaphorical associations, such as a castle, submarine, space station, and cabin in front of the train. In these complexes, compared to other commercial complexes, purer volumes such as cylinders and cubes have been used. In contrast to other commercial complexes, they have a combination of volumes. Recognizing pure volumes in this complex allows the viewer to create a metaphorical association. One of the most critical factors for evaluating the semantic quality of commercial complexes for familiar people is to pay attention to the sociable spaces of the entrances, including setbacks, furniture, and green spaces. Furthermore, paying attention to the pedestrian view and the sociability of the entrance space were evaluated as the most critical factors. So that some complexes were not significant in terms of the body, but they were assessed very well in terms of entrance function. The most important factors that caused the lack of desirability of commercial facades are inappropriate colors and materials, irregular geometry, ambiguity, lack of identity, additional, and adjoint elements. By analyzing the pictures drawn by the respondents, the most important factors are color, geometry, variety of forms, attention to detail, extensive use of glass, attention to the entrance, and repeated horizontal and vertical lines.
Conclusion
The results show that the three physical, functional and emotional characteristics have influenced the subjective perception of the audience about the semantic quality of the facade of commercial complexes in different ways. In this way, the mental perception of familiar audiences is influenced by all three groups of emotional, physical, and functional characteristics. Also, the perception of unfamiliar audiences in both the scales of large and medium cities about the semantic quality of the facade of commercial complexes has been affected by physical and functional characteristics. The final result is that among the subsections of semantic qualities. However, emotional qualities have been effective in balancing negative attitudes and unfavorable mental perceptions of commercial facades for familiar audiences. However, physical qualities and then functional qualities are more critical and general factors in the favorable mental perception of familiar and unfamiliar audiences, which will result in favorable emotional qualities.