Alışveriş Merkezlerinde Deneyimsel Değer: Tanımı, Boyutları ve Ölçümü

İnci Dursun; Cansu Gökmen Köksal; Mehmet Tığlı

doi:10.15869/itobiad.443677

EN TR

Experiential Value at Shopping Malls: Definition, Dimensions, and Measurement

Abstract

Flourishing competition compels shopping malls to increase the value provided to consumers by creating unique and memorable experiences. Therefore, it is vital for managers to measure and manage the elements that comprise the shopping mall experiential value. The research aims to offer a comprehensive, valid and reliable scale for the measurement of the shopping mall experiential value in Turkey. The data was collected through a survey of 739 consumers living in 20 different cities in different geographical regions of Turkey and visited about 90 different shopping mall. A multi-step analysis process revealed that shopping mall experiential value is mainly measured by “emotional value” with four sub-dimensions and “cognitive value” with five sub-dimensions. The emotional and cognitive dimensions, which strongly interrelated, were found to have strong supportive effects on the shopping mall loyalty indicators.

Keywords

Experience , Emotional Value , Cognitive Value , Shopping mall , Experiential Value Scale

Alışveriş Merkezlerinde Deneyimsel Değer: Tanımı, Boyutları ve Ölçümü

Öz

Günümüzün artan rekabet ortamı AVM’lerin eşsiz ve unutulmaz deneyimler yaratarak tüketiciye sağladıkları değeri artırmalarını zorunlu kılmaktadır. Bunun için AVM yöneticilerinin deneyimsel değeri oluşturan unsurları ölçmesi ve yönetmesi gerekmektedir. Bu araştırmanın amacı Türkiye’de AVM deneyimsel değerinin ölçümüne imkân verecek kapsamlı, geçerliliği ve güvenilirliği kanıtlanmış bir ölçek önerisinde bulunmaktır. Bu amaç doğrultusunda, Türkiye’nin farklı coğrafi bölgelerindeki 20 farklı şehirde yaşayan, yaklaşık 90 farklı AVM’yi ziyaret eden 739 tüketiciden anket yöntemi veri toplanmıştır. Yürütülen çok aşamalı analiz sürecinin bulguları AVM deneyimsel değerinin temelde 4 alt boyuta sahip “duygusal değer ” ile 5 alt boyuta sahip “bilişsel değer” boyutları aracılığıyla ölçülmesinin uygunluğuna işaret etmiştir. Aralarında güçlü bir ilişki olan duygusal değer ve bilişsel değer boyutlarının; alışveriş merkezine bağlılık göstergeleri üzerinde güçlü destekleyici etki gösterdiği bulunmuştur.

Anahtar Kelimeler

Deneyim , Duygusal Değer , Bilişsel Değer , Alışveriş Merkezi , Deneyimsel Değer Ölçeği

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

İnci Dursun
0000-0002-9856-3914

Cansu Gökmen Köksal ^* This is me
0000-0001-9139-0451

Mehmet Tığlı

Publication Date

September 30, 2018

Submission Date

July 13, 2018

Acceptance Date

September 12, 2018

Published in Issue

Year 2018 Volume: 7 Number: 3

DOI

https://doi.org/10.15869/itobiad.443677

IZ

https://izlik.org/JA72NL83EU

APA

Dursun, İ., Gökmen Köksal, C., & Tığlı, M. (2018). Alışveriş Merkezlerinde Deneyimsel Değer: Tanımı, Boyutları ve Ölçümü. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 7(3), 1940-1968. https://doi.org/10.15869/itobiad.443677

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