Alışveriş merkezlerinde çocuklara yönelik düzenlenen etkinliklerin plansız satın alma üzerinde etkisi/Çorum örneği
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Dosyalar
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Hitit Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Geleneksel alışveriş merkezleri (AVM) sadece alışveriş yapmak için ziyaret edilen yerler olmalarının yanı sıra çeşitli sosyal aktivitelerin düzenlenerek tanıtım ve pazarlama faaliyetlerinin gerçekleştirildiği ortak paylaşım alanları haline gelmiştir. Alışveriş merkezleri günümüz tüketicileri tarafından eğlenceli ve güzel vakit geçirilebilen mekanlar olarak algılanmaktadır. Bu durum alışveriş merkezlerinin toplumun sosyal dokusunda önemli yere sahip olduğunu göstermektedir. Dolayısıyla tüketicilerin ilgi alanları, yaşam tarzları ve beklentileri değiştikçe alışveriş merkezleri de kendilerini bu değişimlere uyum sağlayacak şekilde yenilemektedir. Bu yeniliklerin başında AVM'de çocuklara yönelik düzenlenen faaliyetler gelmektedir. Çocuğun tüketim toplumunda önemi arttıkça alışveriş merkezleri de onlara yönelik faaliyetlerini artırmaktadır. Çocuklar hem doğrudan tüketici olarak hem de ailelerin satın alım kararlarına etki etmektedir. AVM yönetiminin gözden kaçıramayacağı hedef kitlelerin başında çocuk tüketiciler yer almaktadırlar. Böylece çocuklara yönelik düzenlenen etkinlikler aileleri AVM'ye çekmektedir. Ebeveynler çocukların eğlendiği bir ortamda plansız satın alma yapabilir ve diğer AVM hizmetlerinden faydalanabilmektedir. Bu araştırmada, alışveriş merkezlerinde çocuklara yönelik düzenlenen etkinliklerin plansız satın alma üzerinde etkisini incelenmektedir. Araştırmanın amacını ulaşabilmek için Ögel (2014)' in geliştirdiği etkinlik ölçeğinden faydalanılmıştır. Çalışmada veri toplama aracı olarak anket yöntemi kullanılmıştır. Bu amaçla söz konusu anket çalışması Çorum ilinde yaşayan 18 yaş üstü 394 tüketici üzerinde uygulanmıştır.
In addition to being places visited only for shopping, traditional shopping centers have become common sharing areas where various social activities are organized and promotion and marketing activities are carried out. Shopping malls are perceived by today's consumers as places where entertainment and good times can be had. This shows that shopping malls have an important place in the social fabric of society. Therefore, as consumers' interests, lifestyles and expectations change, shopping malls renew themselves to adapt to these changes. The most important of these innovations are the activities organized for children in the shopping centre. As the importance of children increases in the consumer society, shopping centers also increase their activities for them. Children are both direct consumers and influence the purchasing decisions of their families. Child consumers are among the main target groups that shopping center management cannot overlook. Thus, events organized for children attract families to the shopping center. Parents can make unplanned purchases and benefit from other shopping center services in an environment where children have fun. This research examines the effect of events organized for children in shopping malls on impulsive purchasing. In order to achieve the purpose of the research, the activity scale developed by Ögel (2014) was used. The survey method was used as a data collection tool in the study. For this purpose, the survey was conducted on 394 consumers over the age of 18 living in Çorum province. The data obtained was analyzed using the SPSS 20 package program. Reliability analysis, independent sample t test, one-way ANOVA test, correlation and regression analyzes were performed. As a result of the research, it was revealed that the activities organized for children in shopping malls have a significant and positive relationship / impact on unplanned purchasing.
In addition to being places visited only for shopping, traditional shopping centers have become common sharing areas where various social activities are organized and promotion and marketing activities are carried out. Shopping malls are perceived by today's consumers as places where entertainment and good times can be had. This shows that shopping malls have an important place in the social fabric of society. Therefore, as consumers' interests, lifestyles and expectations change, shopping malls renew themselves to adapt to these changes. The most important of these innovations are the activities organized for children in the shopping centre. As the importance of children increases in the consumer society, shopping centers also increase their activities for them. Children are both direct consumers and influence the purchasing decisions of their families. Child consumers are among the main target groups that shopping center management cannot overlook. Thus, events organized for children attract families to the shopping center. Parents can make unplanned purchases and benefit from other shopping center services in an environment where children have fun. This research examines the effect of events organized for children in shopping malls on impulsive purchasing. In order to achieve the purpose of the research, the activity scale developed by Ögel (2014) was used. The survey method was used as a data collection tool in the study. For this purpose, the survey was conducted on 394 consumers over the age of 18 living in Çorum province. The data obtained was analyzed using the SPSS 20 package program. Reliability analysis, independent sample t test, one-way ANOVA test, correlation and regression analyzes were performed. As a result of the research, it was revealed that the activities organized for children in shopping malls have a significant and positive relationship / impact on unplanned purchasing.
Açıklama
Hitit Üniversitesi, Lisansüstü Eğitim Enstitüsü
