Cilt 8 Sayı 4 (2020): Business & Management Studies: An International Journal
Makaleler

ALIŞVERİŞ MERKEZİ SEÇİMİNDE HEDONİK VE FAYDACI DEĞERLER

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  • Ümit DOĞRUL,
  • Nida AKSAY
Ümit DOĞRUL
Dr. Öğr. Üyesi, Mersin Üniversitesi
Nida AKSAY
Doktora Öğrencisi, Mersin Üniversitesi
DOI: https://doi.org/10.15295/bmij.v8i4.1573

Yayınlanmış 2020-12-10

Anahtar Kelimeler

  • Hedonik Value,
  • Utilitarian value,
  • Satisfaction,
  • Structional equation model
  • Hedonik değer,
  • Faydacı değer,
  • Tatmin,
  • Yapısal Eşitlik Modeli

Nasıl Atıf Yapılır

DOĞRUL, Ümit, & AKSAY, N. (2020). ALIŞVERİŞ MERKEZİ SEÇİMİNDE HEDONİK VE FAYDACI DEĞERLER. Business & Management Studies: An International Journal, 8(4), 579–606. https://doi.org/10.15295/bmij.v8i4.1573

Telif Hakkı (c) 2020 Business & Management Studies: An International Journal

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Dünyada alışveriş merkezi sayıları hızlı bir şekilde artış göstermiş ve bu hızlı artış ise rekabeti beraberinde getirmiştir. Bu durum tüketicilerin alışveriş merkezi tercihlerinde etki eden faktörlerin belirlenmesi gerekliliğini ortaya çıkarmıştır. Bu çalışmanın amacı da tüketicilerin alışveriş merkezlerinden elde ettikleri tatmine etki eden hedonik ve faydacı değerlerin boyutlarını ortaya çıkarmaktır. Bu kapsamda, oluşturulan anketler 371 kişiye uygulanmış ve çalışma hipotezleri yapısal eşitlik modeli ile test edilmiştir. Analiz sonuçlarına göre, parasal tasarruf, seçim, elverişlilik ve özelleştirilmiş ürün faydacı değerleri; eğlence, keşfetme ve sosyal statü ise hedonik değerleri olumlu yönde etkilemektedir. Faydacı ve hedonik değerler ise tüketicilerin alışveriş merkezlerinden aldıkları tatmini olumlu yönde etkilemektedir.  Ayrıca çalışmada, tatminin olumlu ağızdan ağıza iletişim ve alışveriş merkezini tekrar ziyaret etme niyetini olumlu yönde etkilediği sonucu da ortaya çıkmıştır.

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