The Effect of Store Image on Shopper Mobility: An Application in Bursa

Yıl 2018, Cilt: 21 Sayı: 40, 497 - 525, 15.12.2018

Barış Zengin Serkan Kılıç

https://doi.org/10.31795/baunsobed.492899

Öz

The
preference of shoppers to change or abandon the shops they use constantly and
shops from other stores leads the concept of shopper mobility. The main purpose
of the study is to examine whether or not the store image and variables that forming
the store image have a significant effect on shopper mobility. The study was
conducted by face-to-face survey method with the 390 shoppers who are over 20
years old in Bursa and it is assumed to do their shopping their own. The
questionnaire data was analyzed with SPSS and AMOS programs and the hypothesis
generated in the model was tested. With the direction of the findings it has
been found that the store image and the variables forming the store image which
are product/service variety and quality, sales personnel, price/value and store
atmosphre have a significant effect on the shoppers’ mobility.

Anahtar Kelimeler

Mobility, Shopper Mobility, Retail, Store, Store Image

MAĞAZA İMAJININ ALIŞVERİŞÇİ HAREKETLİLİĞİ ÜZERİNDEKİ ETKİSİ: BURSA İLİNDE BİR UYGULAMA

Öz

Alışverişçilerin
sürekli kullandıkları mağazaları değiştirme ya da bırakma yolunu tercih etmesi,
alışverişlerini başka mağazalardan yapması ve bunun için başka mağazalara
gitmesi alışverişçi hareketliliği kavramının oluşmasına sebep olur. Bu
çalışmanın temel amacı, mağaza imajının ve mağaza imajını oluşturan
değişkenlerin alışverişçi hareketliliği üzerinde anlamlı bir etkiye sahip olup
olmadığının incelenmesidir. Çalışma Bursa ilinde 20 yaşın üzerindeki ve
alışverişlerini kendilerinin yaptığı varsayılan 390 alışverişçi ile yüz yüze
anket yöntemiyle yapılmıştır. Anket verileri, SPSS ve AMOS programlarıyla
analiz edilmiş ve modelde oluşturulan hipotezin test edilmesi sağlanmıştır.
Bulunan sonuçlar doğrultusunda mağaza imajının ve mağaza imajını oluşturan
ürün/hizmet çeşitliliği ve kalitesi, satış personeli, fiyat/değer ve mağaza
atmosferinin alışverişçilerin hareketlilikleri üzerinde anlamlı bir etkiye
sahip olduğu görülmüştür.

Anahtar Kelimeler

Hareketlilik, Alışverişçi Hareketliliği, Perakende, Mağaza, Mağaza İmajı

Kaynakça

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