A RESEARCH ON THE REASONS WHY CONSUMERS PREFER SHOPPING MALLS: THE EXAMPLE OF ÇANAKKALE 17 BURDA SHOPPING MALL
نویسندگان
چکیده
Bu çalışma alışveriş merkezi müşterilerinin bu mekanları tekrar tercih etme nedenlerini tespit etmek ve bunlar arasındaki istatistiksel ilişkileri bulmayı amaçlamaktadır. doğrultuda geliştirilmiş olan araştırma modelindeki ölçmek için AVM’leri ziyaret eden 219 tüketiciden elde edilen veriler SmartPLS paket programı aracılığıyla analiz edilmiş raporlanmıştır. Yapısal eşitlik modeli kullanılarak yapılan hipotez testlerinin sonuçlarına göre 7 hipotezin hepsinin desteklendiği edilmiştir. Sonuç olarak tüketicilerin üzerinde hedonik değer, faydacı işlem değeri sosyal etkileşim değişkenlerinin etkisinin ziyaretlerinde etkili olduğu belirlenmiştir. Ayrıca değişkenlerden değer aracılığı ile etmeye etkisi ölçülmüş aracılık etkilerinin anlamlı düzeyde görülmüştür.
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ژورنال
عنوان ژورنال: Yönetim Bilimleri Dergisi
سال: 2021
ISSN: ['2147-9771', '1304-5318']
DOI: https://doi.org/10.35408/comuybd.685055