CONSUMER BEHAVIOR IN SHOPPING CENTER CHOICE

Abstract

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 formed. 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.