Structural Equality Modeling (SEM) of Shopping Malls as a Spatial Reflection of Urban Consumption: A Perspective of Generation Groups

Authors : Sevgi Öztürk, Öznur Işınkaralar, Dilara Yılmaz, Feyza Kesimoğlu

Pages : 280-307

Doi:10.46849/guiibd.1515472

View : 31 | Download : 54

Publication Date : 2024-12-31

Article Type : Research Paper

Abstract :This research aims to determine the effect of area characteristics on the shopping preferences of X and Y generations in shopping centers selected in Ankara and Istanbul. Data were collected using the survey technique to determine the profiles of the users and to question the differences between generations. As a result of the data obtained, the shopping mall characteristics affecting the preferences of the generation groups were investigated with the structural equation model (SEM). As a result of the model, it was determined that the factor affecting the preferences the most was planning. Then, the relationship between shopping satisfaction and behavioral intentions of the X and Y generations was examined by using correlation analysis in the SPSS software. There were significant intergenerational differences (p<0.05, p<0.01) in the preference for shopping malls and their satisfaction levels. It was concluded that Ankamall and Zorlu Center are preferred more by Generation X and their preferences are affected by accessibility, design, personnel, loyalty, and satisfaction criteria. An important result was that Generation Y preferred Armada and Mall of Center more, and the criteria affecting their preferences were planning, design, loyalty, and satisfaction.
Keywords : AMOS Modellemesi, Alışveriş Merkezi Özellikleri, Kullanıcı Memnuniyeti, Kuşak Teorisi