Business & Management Studies: An International Journal
Yazarlar: Ümit DOĞRUL, Nida AKSAY
Konular:-
Anahtar Kelimeler:Hedonik Value,Utilitarian value,Satisfaction,Structional equation model Hedonik değer,Faydacı değer,Tatmin,Yapısal Eşitlik Modeli
Özet: LITERATURE RESEARCH SUBJECT The fact that individuals prefer shopping centres has led to the opening of many shopping centres and this situation brought with it competition between shopping malls. This situation revealed the necessity to determine the factors affecting the shopping centres preferences of the consumers. Studies are suggesting that the satisfaction of consumer from shopping centres is due to the utilitarian and hedonic shopping value (Babin et al.,1994; Babin et al., 2005; Babin and Darden, 1996). Kesari and Atulkar (2016), gathered the factors affecting the utilitarian value that consumers gained from shopping in four dimensions. These dimensions are monetary saving, selection, convenience and finding a customised product. Kesari and Atulkar (2016), gathered the factors affecting the hedonic value that consumers gained from shopping in four dimensions: entertainment, exploration, place attachment and social status. RESEARCH PURPOSE AND IMPORTANCE In this study, it is aimed to determine the dimensions of hedonic and utilitarian values that affect the satisfaction of consumers from shopping centres and to reveal the effect of satisfaction on the revisit intention and positive word of mouth communication. It is imperative to reveal the shopping values that affect the satisfaction of consumers from these centres, both in order to maintain the attraction of these centres for consumers and to understand consumer needs and expectations that change over time. CONTRIBUTION of the ARTICLE to the LITERATURE Although shopping malls are a critical factor of the economic system today, no study tests all the variables of this subject in our country. On the other hand, in the foreign literature, there are a limited number of studies examining the effect of hedonic and utilitarian motives on shopping mall preferences. This situation supported the need to investigate the issue. DESIGN AND METHOD RESEARCH TYPE An applied and descriptive study was conducted to test the research model and hypotheses related to the study. DATA COLLECTION METHOD The sample of the research consists of consumers visiting the shopping centres in Mersin. In the study, a total of 371 questionnaires were collected with an easy sampling method. QUANTITATIVE / QUALITATIVE ANALYSIS The reliability and validity of the scales of the variables related to the study were tested before testing the hypotheses of the study. Cronbach alpha values were calculated for the reliability of the scales. Confirmatory factor analysis was applied to test the suitability of the measurement model for structural equation model analysis and to test the construct validity of the scales related to the research. Structural equation modelling was used to test research hypotheses. RESEARCH HYPOTHESES H1: Saving in the shopping mall has a positive effect on utilitarian shopping value. H2: Selection in the shopping centre has a positive effect on utilitarian shopping value. H3: The convenience of the shopping centre has a positive effect on the utilitarian shopping value. H4: Access to customised products in the shopping mall has a positive effect on the utilitarian shopping value. H5: Entertainment in the shopping centres has a positive effect on the hedonic shopping value. H6: Exploration of different things in the shopping centre has a positive effect on the hedonic shopping value. H7: Place attachment to the shopping centre has a positive effect on the hedonic shopping value. H8: Social status perception that the person feels belonging to in the shopping centre has a positive effect on the hedonic shopping value. H9: Utilitarian shopping value obtained from shopping centres has a positive effect on satisfaction obtained from the shopping centre. H10: The hedonic shopping value obtained from the shopping centres has a positive effect on the satisfaction obtained from the shopping centre. H11: Satisfaction from shopping centres has a positive effect on the intention of positive word of mouth about the shopping centre. H12: The satisfaction obtained from the shopping centres has a positive effect on the revisit intention of the shopping centre. FINDINGS AND DISCUSSION FINDINGS as a RESULT of ANALYSIS According to the result of analysis, monetary saving (β=0,19, t=2,33, p<0,05), selection (β=0,29, t=3,52, p<0,01), convenience (β=0,20, t=2,06, p<0,05) and customized product (β=0,31, t=4,59, p<0,01) dimensions have a statistically positive effect on the utilitarian value. It is the customized product that affects the utilitarian value the most (β=0,31). In addition, savings, selection, convenience and customized product sizes explain %82 of the change in utilitarian shopping value. In the study, the dimensions affecting the hedonic shopping value were examined. According to the results of the research, while entertainment (β=0,13, t=2,49, p<0,05), exploration (β=0,38, t=5,15, p<0,01) and social status (β=0,35, t=4,91, p<0,01) dimensions have a statistically positive effect on the hedonic value, the place attachment (β=0,13, t=1,40, p>0,10) has no statistically significant effect on the hedonic value. Besides, the dimensions of entertainment, exploration, place attachment and social status explain %79 of the change in hedonic shopping value. Besides, in the study, the effect of utilitarian and hedonic value on the satisfaction obtained from the shopping malls is explained. According to the results of analysis, the utilitarian (β=0,53, t=12,55, p<0,01) and hedonic values affect (β=0,45, t=10,66, p<0,01) satisfaction positively in a statistically significant way. Utilitarian and hedonic shopping values explain %68 of the change in satisfaction obtained from shopping centres. Finally, the effect of satisfaction obtained from shopping centres on positive word of mouth and revisiting was investigated. According to results of the research, it is determined that the satisfaction affects positive word of mouth (β=0,83, t=19,59, p<0,01) and revisit intention to the shopping centre (β=0,81, t=17,52, p<0,05) statistically significantly and positively. While the size of satisfaction explains %69 of the change in positive word of mouth communication, it explains %66 of the change in revisit intention to the shopping mall. HYPOTHESIS TEST RESULTS According to this result, while H1, H3, H5 hypotheses are accepted et the level of 0,05 significance, H2 and H4, H6, H8, H9, H10, H11 and H12 hypotheses are accepted at the level of 0,01 significance. H7 hypotheses were rejected. DISCUSSING the FINDINGS with the LITERATURE These results partially support the results of the study by Kesari and Atulkar (2006). In the study of Kesari and Atulkar (2006), it has been determined that monetary savings, convenience and selection have a positive effect on utilitarian value but the effect of finding a customised product has not been determined. In the same study, it was found that entertainment, exploration and place attachment have effects on hedonic value. In their study, Chakraborty ve Soodan (2019) suggested that convenience, monetary savings and selection affect the utilitarian value positively and entertainment and social status affect the hedonic value positively. In another study, Yu et al. (2018) found that convenience, selection and monetary saving affects the utilitarian value positively. In the study, it was determined that hedonic and utilitarian values affect satisfaction positively. This result is in line with many studies in the literature (Babin et al., 1994; Babin and Darden, 1995; Wakefield and Baker, 1998). CONCLUSION, RECOMMENDATION AND LIMITATIONS RESULTS of the ARTICLE Considering the findings related to the research, it is observed that monetary savings, selection, convenience and customised product dimensions affect the utilitarian value positively and entertainment, exploration and social status dimensions affect the hedonic value positively. In the study, it was also determined that hedonic and utilitarian values affect satisfaction positively. In the research, it has also found that satisfaction affects the intention to positive Word of mouth and revisit intention. SUGGESTIONS BASED on RESULTS Increasing activities, competitions, sweepstakes, entertaining presentations and promotional activities for consumers will help them increase their visits to shopping centres by responding more to the expectations of consumers engaged in hedonic consumption activities. Shopping centre managers should organise activities and present them to the customers to make them feel belonging to that mall. The level of satisfaction of the consumer who is positively affected will increase, and the satisfied consumer will share this satisfaction with his/her environment. Thus, potential consumers will be gained, and their loyalty to the business will be ensured. As long as shopping mall managers consider these suggestions, consumers will shop more and visit shopping centres more frequently. Also, shopping mall managers can develop various strategies based on this study. LIMITATIONS of the ARTICLE Because the research universe is vast, it is a primary constraint to limit the research to Mersin province considering using easy sampling method, time insufficiency of the sample and cost factors.