Kentsel Tüketimin Mekânsal Bir Yansıması Olarak Alışveriş Merkezlerinin Yapısal Eşitlik Modellemesi (YEM): Kuşak Grupları Perspektifi

Abstract

Bu araştırma, Ankara ve İstanbul'da seçilen alışveriş merkezlerinde mekânsal özelliklerinin X ve Y kuşağının alışveriş tercihlerine etkisini belirlemeyi amaçlamaktadır. Kullanıcı profillerinin belirlenmesi ve kuşaklar arası farklılıkların sorgulanması amacıyla anket tekniği kullanılarak veriler toplanmıştır. Elde edilen veriler sonucunda kuşak gruplarının tercihlerini etkileyen alışveriş merkezi özellikleri yapısal eşitlik modeli (SEM) ile araştırılmıştır. Model sonucunda tercihleri en çok etkileyen faktörün planlama olduğu tespit edilmiştir. Daha sonra X ve Y kuşaklarının alışveriş memnuniyeti ile davranışsal niyetleri arasındaki ilişki SPSS programında korelasyon analizi kullanılarak incelenmiştir. Alışveriş merkezlerini tercih etme ve memnuniyet düzeylerinde kuşaklar arasında anlamlı farklılıklar (p<0.05, p<0.01) olduğu tespit edilmiştir. Ankamall ve Zorlu Center'ın X Kuşağı tarafından daha çok tercih edildiği ve tercihlerinin erişilebilirlik, tasarım, personel, sadakat ve memnuniyet kriterlerinden etkilendiği sonucuna ulaşılmıştır. Y kuşağının Armada ve Mall of Center'ı daha çok tercih etmesi ve tercihlerini etkileyen kriterlerin planlama, tasarım, sadakat ve memnuniyet olması önemli bir sonuç olmuştur.

Keywords

• AMOS Modellemesi
• Alışveriş Merkezi Özellikleri
• Kullanıcı Memnuniyeti
• Kuşak Teorisi

Structural Equality Modeling (SEM) of Shopping Malls as a Spatial Reflection of Urban Consumption: A Perspective of Generation Groups

Abstract

This research aims to determine the effect of area characteristics on the shopping preferences of X and Y generations in shopping centers selected in Ankara and Istanbul. Data were collected using the survey technique to determine the profiles of the users and to question the differences between generations. As a result of the data obtained, the shopping mall characteristics affecting the preferences of the generation groups were investigated with the structural equation model (SEM). As a result of the model, it was determined that the factor affecting the preferences the most was planning. Then, the relationship between shopping satisfaction and behavioral intentions of the X and Y generations was examined by using correlation analysis in the SPSS software. There were significant intergenerational differences (p<0.05, p<0.01) in the preference for shopping malls and their satisfaction levels. It was concluded that Ankamall and Zorlu Center are preferred more by Generation X and their preferences are affected by accessibility, design, personnel, loyalty, and satisfaction criteria. An important result was that Generation Y preferred Armada and Mall of Center more, and the criteria affecting their preferences were planning, design, loyalty, and satisfaction.

Keywords

• AMOS modeling
• Shopping Malls Features
• User Satisfaction
• Generational Cohort Theory

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