شناسایی عوامل فردی مؤثر در جذب مشتریان به مراکز خرید (مطالعۀ موردی: شهر تهران)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار دانشکدۀ مهندسی عمران و محیط‏ زیست، دانشگاه تربیت مدرس، تهران، ایران

2 دانشجوی دکتری مهندسی عمران، دانشگاه تربیت مدرس، تهران، ایران

3 استادیار دانشکدۀ مهندسی عمران و محیط ‏زیست، دانشگاه نیوساوث ولز، سیدنی، استرالیا

4 استاد دانشکدۀ مهندسی عمران و محیط ‏زیست، دانشگاه تربیت مدرس، تهران، ایران

چکیده

در دهۀ گذشته تغییر در نگرش‌ها، ارزش‌ها، عوامل اقتصادی‌ـ اجتماعی و فرهنگی سبب شد فرایند خرید به ‌فعالیتی اجتماعی و سرگرم‌کننده تبدیل شود. پژوهش‌های جدید به شناسایی عوامل فردی مؤثر در خرید پرداخته‌اند که کاربرد حمل‌ونقلی نیز دارد. بررسی پژوهش‌ها در خصوص رفتار مشتریان مراکز خرید نشان می‌دهد علاوه بر متغیرهای قابل مشاهده، متغیرهای رفتاری فردی پنهانی همچون نگرش، سبک زندگی، نوع خریدار نیز در تحلیل رفتار مشتریان مهم است که در پژوهش حاضر با انجام پرسشگری اینترنتی (213 نمونۀ سالم) به مدل‏سازی آن پرداخته می‌شود. با انجام تحلیل عاملی اکتشافی مقدار وزن مؤلفه‌ها برای استفاده در مدل‌های انتخاب گسسته به‌دست آمد. نتایج مدل انتخاب گسسته نشان داد متغیرهای پنهان سبک زندگی و نگرش در انتخاب برخی مقاصد معنا‌دار است که اثر این متغیرها را تأیید می‌کند، ولی متغیر نوع خریدار در انتخاب هیچ‌یک از مقاصد معنادار نبود و اثر این متغیر به تأیید نرسید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identification of effective personal factors in attracting customers to shopping centers– case of Tehran

نویسندگان [English]

  • Amir Reza Mamdohi 1
  • Alireza Mahpour 2
  • Taha Hossein Rashidi 3
  • Mahmoud Sfar Zadeh 4
1
2
3
4
چکیده [English]

In the recent decade, applications of discrete choice models have increased. Destination choice models are coupled with several challenges including large choice sets, complicated alternative specific attributes and the endogeneity problem. Determining the destination of trips with no fixed destinations such as shopping and recreational destinations has been the focus of researches. Nonetheless, the classic destination choice models have paid less attention to psychological and personal attributes of travelers. Several studies on consumer behavior in shopping centers revealed that in addition to observable demographic and socio- economic variables, latent constructs such as psychological variables, lifestyle and the orientation of the center are important indicators to be considered to capture the true behavior of travelers. This paper presents a comprehensive analysis on shopping behavior of travelers in major shopping centers in Tehran, Iran. An internet-based survey is conducted to collect the required data for the modelling exercise which included information of 213 individuals. By using factor analysis the weight of components for applying in discrete choice are conducted. Results showed that some latent variables such attitude and lifestyle are affective in shopping center choice and some others like shopping orientation is not effective.

کلیدواژه‌ها [English]

  • Attitude
  • personal factors
  • shopper behavior
  • Shopping center
  • Tehran
Banyte, J., Rutelione, A. & Jaruseviciute, A. (2015). Modelling of male shoppers behavior in shopping orientation context, Procedia - Social and Behavioral Sciences, 213, 694- 701.
Bigné, E., Llinares, C. & Torrecilla, C. (2016). Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study, Journal of Business Research, 69(4), 1423–1427.
Cervellon, M.C., Sylvie, J., Ngobo, P.V. (2015). Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape, Journal of Retailing and Consumer Services, 27, 31- 51.
Chebat, J.C., Gelinas-Chebat, C. & Therrien, K. (2005). Lost in a mall, the effects of gender, familiarity with the shopping mall and the shopping values on shoppers way finding processes. Journal of Business Research, 58 (11), 1590-1608.
Ding, C, Xie, B., Wang, Y. & Lin, Y. (2014). Modeling the Joint Choice Decisions on Urban Shopping Destination and Travel-to-Shop Mode: A Comparative Study of Different Structures. Discrete Dynamics in Nature and Society, 10- 20.
Haj-Salem, N., Chebat, J.C., Michon, R. & Oliveira, S. (2016). Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity, Journal of Business Research, 69, 1219- 1227.
Heydarzadeh, K. & Abqari, M. (2012). Evaluating the variety of shops and the internal and external atmosphere of shopping centers on customer satisfaction, Business management, 11, 7- 15. (in Persian)
Hurtubia, R., Nguyen, M.H., Glerum, A. & Bierlaire, M. (2014). Integrating psychometric indicators in latent class choice models, Transportation Research Part A, 64, 135- 146.
Kim, Y.K., Lee, M.Y. & Park, S.H. (2014). Shopping value orientation: Conceptualization and measurement, Journal of Business Research, 67, 2884- 2890.
Kuruvilla, S.J. & Joshi, N. (2010). Influence of demographics, psychographics, shopping orientation, mall shopping attitude and purchase patterns on mall patronage in India. Journal of Retailing and Consumer Services, 17, 259- 269.
Kusumowidagdo, A., Sachari, A. & Widodo, P. (2016). Visitors' perceptions on the important factors of atrium design in shopping centers: A study of Gandaria City Mall and Ciputra World in Indonesia, Frontiers of Architectural Research, 6(1), 52-62.
Maraz, A., Eisinger, A., Hende, B., Urbán, R., Kun, B., Kökönyei, G., Griffiths, M.D., Paksi, B. & Demetrovics, Z, (2015), Measuring compulsive buying behaviour: Psychometric validity of three different scales and prevalence in the general population and in shopping centers, Psychiatry Research, 225, 326- 334.
Pechey, R. & Monsivais, P. (2015). Supermarket Choice, Shopping Behavior, Socioeconomic Status, and Food Purchases, American Journal of Preventive Medicine, 49, 868– 877.
Sarantopoulos, P., Theotokis, A., Pramatari, K. & Doukidis, G. (2016), Shopping missions: An analytical method for the identification of shopper need states, Journal of Business Research, 69, 1043–1052.
Szakály, Z, Szente ,V., Kövér ,G., Polereczki, Z. & Szigeti, O. (2012). The influence of lifestyle on health behavior and preference for functional foods, Appetite, 58, 406- 413.
Tai, C.L., Hong, J.Y., Chang, C.M. & Chen, L.C. (2012). Determinants of consumer's intention to participate in group buying, Procedia - Social and Behavioral Sciences, 57, 396- 403.
Teller, C. & Elms J, (2010). Managing the attractiveness of evolved and created retail agglomeration formats. Marketing Intelligence & Planning, 28 (1), 25-45.
Teller, C. & Reutterer, T. (2008). The evolving concept of retail attractiveness: what makes retail agglomerations attractive when customers shop at them? Journal of Retailing and consumer service, 15 (3), 127-143.