Akademik Veri Yönetim Sistemi
International Journal of Commerce and Finance, cilt.6, ss.204-226, 2020 (Hakemli Dergi)
There are many shopping malls operating in recent years. In order to achieve success in a competitive environment, these shopping malls
should attract consumers and show their mall personality to differentiate from competition. This can be possible by revealing the attractive
features of the mall from the consumer perspective and understanding the consumer behavior. The purpose of this study is to examine the
relationships between mall attractiveness, mall personality and mall patronage intention, as well as revealing the mall attractiveness and
mall personality factors. In this context, data was collected with face-to-face survey method, from 414 people that visited the Trabzon
Forum Mall. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM)
were used to analyze the survey responses from 414 shopping mall patrons. The findings indicate that shopping mall attractiveness has
significant positive impact on mall patronage intention and mall personality has a full mediating effect between shopping mall attractiveness
and mall patronage intention.