MODA ODAKLI KARAR VERME STİLİNİN ALIŞVERİŞ MERKEZİ SADAKATİ İLİŞKİSİNDE ALIŞVERİŞ MERKEZİ TEKNOLOJİK DONANIM TERCİH NEDENİ ROLÜ11

Alışveriş merkezleri tüketicilerin yaşamlarındaki değişken yaşam stillerinin gösterildiği tüketim ve sosyal paylaşım alanları olarak önemli rol oynamaktadır. Aynı zamanda, postmodern dönemlerin ortak alanları olan alışveriş merkezleri, kentlere hızla yeni yatırımlar yapmaya devam etmektedir. Tüketicilerin alışveriş merkezlerine olan sadakati, yeni alışveriş merkezlerinin etkinleştirilmesi ve rekabetin artmasıyla zorlaşmaktadır. Alışveriş merkezlerinin hedef gruplarını belirlemede tüketici kararverme stillerinin belirlenmesi, sadık ziyaretçilerin oluşturulması konusundaki dinamikleri belirlemede yardımcı olmaktadır. Bu doğrultuda, karar verme stillerine sahip olan tüketicilerin alışveriş merkezi sadakatinin gerçekleşmesi hedeflenmektedir. Çalışmada, tüketici karar verme stillerinden moda odaklı karar verme stili ve alışveriş merkezi sadakati arasındaki ilişki İncelenmiş ve bu ilişkide alışveriş merkezi tercih nedenlerinden teknolojik donanım tercih nedenininaracı rolü incelenmiştir.

THE ROLE OF TECHNOLOGİCAL HARDWARE OF SHOPPING MALL CHOICE ON THE RELATIONSHIP BETWEEN BRAND CONSCIOUSNESS OF DECISION MAKING STYLES AND SHOPPING MALL LOYALTY

Shopping malls have important roles in the lives of consumers as the consumption and social sharing areas, in which that the variable life practices of consumers are displayed. At the same time, shopping malls, which are the public areas of postmodern periods, continue to make new investments in the cities rapidly. Loyalty of the consumers to the shopping malls is getting harder with the increasing competition by the activation of new shopping centers. Considering the decision making styles for classifyingthe consumers of shopping malls’ target group, will be helpful to determine the factors that will assist for the consumers to be loyal. In this direction, it is aimed to realize the shopping mall loyalty of consumers who have the decision—making styles. This study aims to examine the relationship between the fashion consciousness of consumer decision making styles and shopping mall loyalty and also the mediator role of technological hardware of the shopping center choice of this relationship.

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