AVM ZİYARET SEBEBİ, DENEYİMİ VE SADAKATİ: RİZE ÖRNEĞİ
MALL VISIT REASONS, EXPERIENCE, AND LOYALTY: THE CASE OF RIZE

Summary/Abstract: 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.

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