Volume 13, Issue 49 (12-2024)
Haft Hesar J Environ Stud 2024, 13(49): 81-94 |
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Moradi M, Zakerhaghighi K, Ziari K. Explaining the effect of the characteristics of the contemporary consumer
society on the use of large-scale shopping centers
(Case study: Megamall Ekbatan). Haft Hesar J Environ Stud 2024; 13 (49) :81-94
URL: http://hafthesar.iauh.ac.ir/article-1-2142-en.html
URL: http://hafthesar.iauh.ac.ir/article-1-2142-en.html
Abstract: (99 Views)
Introduction: New approaches to shopping and consumption as a form of leisure have caused new structures of commercial, service-entertainment spaces in the world, one of which is large-scale commercial centers (megamalls), and with the expansion and change of the behavior pattern of citizens based on consumerism in Cities and the construction of malls and mega malls as spaces that provide a platform for the development of consumer behavior patterns. In this regard, it is important to explain the effect of the characteristics of contemporary consumer society on the use of large-scale shopping centers and people's preferences in using these spaces, which is the main goal of this article.
Methodology: According to the investigated components, the nature of the subject, and the research objectives, the ruling approach of this research was "descriptive-analytical" and "fundamental". The research method was quantitative, SPSS and AMOS statistical analysis software were used for data analysis, and the data analysis method is exploratory factor analysis and structural equations. Considering the data collection, a survey method was used. A questionnaire had been used as the main tool to collect data. The statistical population includes all the users using the space in Megamall Ekbatan, Tehran, and the sample size of the users using the space according to Cochran's formula. The unknown number of the statistical population was calculated as 384 people who were asked randomly.
Results: The results of the research indicated that the behavioral characteristics of the consumer society, which included indicators of the extent to which they showed themselves and others based on purchases from large-scale shopping centers, the tendency to use different clothing and behaviors to show themselves, a sense of superiority when shopping and referring to Large-scale shopping centers, the tendency to dress stylishly when visiting large-scale shopping centers, the more modern and contemporary nature of large-scale shopping centers, the amount of visits to shopping centers in prosperous areas of the city, the use of luxury goods when visiting large-scale shopping centers, the cost to meet the unnecessary needs and variety of goods has been large-scale shopping centers, it had the greatest effect on the use of large-scale shopping centers.
Conclusion: in the analysis of the structural equations of the influence coefficient of the use of Megamall Ekbatan, the most direct effects on the use of space in Megamall Ekbatan were related to the social and consumer society indicators, and indirectly to the economic and cultural indicators.
Type of Study: Research |
Received: 2023/12/2 | Accepted: 2024/02/2 | Published: 2024/12/30
Received: 2023/12/2 | Accepted: 2024/02/2 | Published: 2024/12/30
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