AVM ZİYARET SEBEBİ, DENEYİMİ VE SADAKATİ: RİZE ÖRNEĞİ

Perakende pazarında rekabet düzeyi oldukça yüksektir ve alışveriş merkezlerinin (AVM) uygun şekilde yönetilmesi ve ziyaretçi çekebilmesi için, tüketici ziyaretlerinin ana nedenlerinin anlaşılması gerekmektedir. Bu çalışmanın amacı, AVM ziyaret motivasyonlarının analiz edilmesi, demografik özelliklere göre farklılık gösterip göstermediğinin belirlenmesidir. Ahmed ve diğerlerinin (2007) Malezyalı tüketiciler için uyguladığı anket ifadelerinin yer aldığı “estetik, kaçış, akış, keşif, kolaylık” boyutları alınıştır. Arnold ve Reynolds (2003) tarafından geliştirilen hedonik tüketim ölçeğinden “sosyalleşme” boyutu eklenerek, toplam altı boyut bu çalışmaya konu edilmiştir. Google Formlar aracılığıyla hazırlanan çevrimiçi anket formunun linki, 2023 Mart ayında tesadüfi olmayan örnekleme yöntemi olan kolayda örnekleme ile, Rize Merkez ilçede yaşayan on sekiz yaş üzeri, Rize’deki Şimal AVM’yi en az bir kere ziyaret etmiş kişilerle paylaşılmıştır. 384 katılımcının verdiği cevaplar neticesinde elde edilen sonuçlara göre, Rize’de yaşayan AVM ziyaretçilerinin ziyaret motivasyonlarının başında “kolaylık” faktörü gelmektedir. Bunu “sosyal, kaçış, keşif, akış ve estetik” faktörleri takip etmektedir. Kadınlar erkeklere, evliler bekarlara, eğitim ve gelir seviyesi yüksek tüketiciler diğer demografik gruplara kıyasla, AVM ziyaret motivasyonlarından “estetik” unsurlardan etkilenmektedir. Bekarlar evlilere, çalışmayanlar çalışanlara ve genç tüketiciler ise diğer demografik gruplara kıyasla, AVM’ye çoğunlukla “sosyalleşmek” amacıyla gitmektedir. Ayrıca, sonuç kısmında yer alan, İngilizceden Türkçeye çevirisi yapıldıktan sonra, geçerlilik ve güvenilirlik analizleri ile elde edilen toplam 6 boyut ve 17 ifadeden oluşan “AVM Ziyaret Motivasyonu Ölçeği”, bundan sonraki çalışmalarda Türkiye’deki AVM ziyaretçilerinin motivasyonları ölçmede kullanılabilecektir.

Anahtar Kelimeler:

AVM, AVM Ziyaret Motivasyonu Ölçeği, Rize, Şimal AVM, Türkiye

MALL VISIT REASONS, EXPERIENCE, AND LOYALTY: THE CASE OF RIZE

The level of competition in the retail market is quite high, and in order to manage shopping malls effectively and attract visitors, it is essential to understand the main reasons for consumer visits. The aim of this study is to analyze the motivations behind mall visits and determine if they vary according to demographic characteristics. The dimensions “aesthetics, escape, flow, discovery, and convenience,” which were used in the questionnaire applied by Ahmed et al. (2007) for Malaysian consumers, were included. Additionally, the “socialization” dimension from the hedonic consumption scale developed by Arnold and Reynolds (2003) was added, making a total of six dimensions subject to this study. The link to the online survey form, prepared via Google Forms, was shared with individuals aged 18 and above living in the Central District of Rize, who had visited the Şimal Mall in Rize at least once, using non-random convenience sampling in March 2023. Based on the responses of 384 participants, the results revealed that the primary motivation behind Mall visits for residents of Rize is the “convenience” factor. Following this, the “social, escape, discovery, flow, and aesthetic” factors are observed as secondary motivations. Women are more influenced by “aesthetic” elements compared to men, while married individuals and consumers with higher education and income levels are more influenced by these factors compared to singles and other demographic groups, respectively. Singles are more likely to visit the mall for “socialization” purposes compared to married individuals, non-working individuals compared to working ones, and young consumers compared to other demographic groups. Furthermore, after the translation from English to Turkish and the validity and reliability analyses, the “Mall Visit Motivation Scale,” consisting of 6 dimensions and 17 statements, can be effectively used in future studies to measure the motivations of mall visitors in Türkiye.

Keywords:

Shopping Mall, Mall Visit Motivation Scale, Rize, Şimal Mall, Türkiye,

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