CONSUMER BEHAVIOR IN SHOPPING CENTER CHOICE
Osmangazi University, Eski^ehir, Turkey
This study was designed to research factors which consumers consider when choosing a shopping center and to develop a suggestion model for shopping center choice. First a questionnaire about choosing a shopping center was fonned. Then the questionnaire was given to 300 randomly chosen consumers and collected on the next day. Two hundred and sixty-two fully filled out questionnaires were analyzed. Besides demographic questions, effective factors determining people's shopping center choice were asked for 17 items. Four models related to latent variables assumed to affect choice of a shopping center were tested by using the LISREL computer program with Structural Equation Modeling (SEM). Features of materials sold and geographical location of shopping center play very important roles in choice of a shopping center.
Structural Equation Modeling (SEM) is a comprehensive statistical method used in testing hypotheses about causal relationships among observed and unobserved (latent) variables and has proved useful in solving problems in formulating theoretical constructions (Reisinger & Turner, 1999). Its function has been found to be better than those of other multivariate statistics techniques including multiple regression, path analysis and factor analysis. Other statistics techniques could not take into consideration the interaction effects among dependent and independent variables. Therefore, a method that can examine a series of dependence relationships simultaneously is helpful in addressing complicated managerial and behavioral issues. SEM also can expand the Veysel Yilmaz, Associate Professor, Statistics Department, Science and Literature Faculty, Osmangazi University, Esldjehir, Turkey, Appreciation is due to reviewers including: Professor Tulin Erdem, Haas...