Mağaza İmajı ve Mağaza İmajı Boyutları Arasındaki İlişkilerin Yapısal Eşitlik Modeli ile İncelenmesi

Rekabetin yoğun olarak yaşandığı perakendecilik sektöründe, mağaza imajı perakendecilere rekabet üstünlüğü sağlayabilecek stratejik bir pazarlama aracıdır. Bu nedenle, tüketicilerin mağazayı nasıl algıladıklarının bilinmesi ve mağaza imaj mm oluşumunda mağaza imajı boyutlarmm ağırlıklarının bilinmesi perakendecilerin konumlandırma kararlarında önemli rol oynamaktadır. Mağaza imaj mm oluşumunda mağaza imajı boyutlarmm ağırlıklarının belirlenmesine yönelik olarak yapılan bu araştırmada veriler, 600 tüketici ile yüz yüze görüşme yöntemi İle toplanmıştır. Araştırma kapsamında öncelikle kullanılan ölçeklerin güvenilirlikleri alfa katsayısı yöntemi ile, ölçeklerin geçerlilikleri ise faktör analizi aracılığı ile test edilmiştir. Mağaza imajı boyutlarının ağırlıkları ise yapısal eşitlik modeli aracılığı ile ortaya konulmuştur.

Relations Between Store Image and Store Image Constructs

In retailing sector where there is an intense competition, store image is a strategic tool that provides the competitive advantage to retailers. Thus, knowing how consumers perceive the store and how the store image dimensions weight on the store image play a key role on the retailers' positioning decisions. In this study it is aimed to determine the weights of the store image dimensions on the store image, the data is collected from 600 consumers by face to face interview. In the scope of the research, first the reliabilities of the scales, tested by alpha coefficient and then the validities of the scales are tested by factor analysis. Lastly, the weights of the store image dimensions are determined by structural equation modeling.

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