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

Yıl 2018, Cilt: 7 Sayı: 3, 1940 - 1968, 30.09.2018

İnci Dursun , Cansu Gökmen Köksal Mehmet Tığlı

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

Cited By: 2

Öz

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. 

Anahtar Kelimeler

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

Kaynakça

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