Explaining and Testing the Aboriginal Model of Shopping Malls’ Success: (Case Study: Shopping Malls in Tehran)

Document Type : Research Paper


Faculty of Management & Economic, Tarbiat Modares University, Tehran, Iran


In recent years, the construction of shopping malls is rising across the country. But only some of them were successful to accommodate a large number of visitors while the other ones are constantly changing the commercial units’ use. while the decline in demand for commercial units in form of multi-purpose complexes as well as the country recession have aroused this situation. Therefore, in this research proposed qualitative model for the shopping malls’ success is tested. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. The sample members were selected among the customers of five malls in Tehran, and the model dimensions and their relationships are tested based on Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The findings indicate a significant impact of the variable of causal conditions on the process of achieving success model in shopping malls. Also, the study results indicate that the variables of intervening conditions and context conditions affect on the variable of strategies and related actions and this variable has impact on the variable of consequences.


Main Subjects

Article Title [فارسی]

تبیین و آزمون الگوی بومی موفقیت مجتمع‌های تجاری (مورد مطالعه: مجتمع‌های تجاری در شهر تهران)

Authors [فارسی]

  • علیرضا بخشی زاده
  • اسداله کردنائیج
  • سیدحمید خداداد حسینی
  • پرویز احمدی
دانشکدة مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
Abstract [فارسی]

در سال‌های اخیر، شاهد رشد فزایندة ساخت و راه‌اندازی مجتمع‌های تجاری در سراسر کشور بوده‌ایم. اما، علی‌رغم رشد روزافزون تعداد این مجتمع‌ها، فقط برخی از آن‌ها موفق شده‌اند تا تعداد زیادی بازدیدکننده را در خود جای ‌دهند. سایر مجتمع ها، دائم در حال تغییر کاربری واحدهای تجاری هستند. این در حالی است که کمبود تقاضای واحدهای تجاری در قالب مجتمع‌های چندمنظوره به‌همراه رکود فراگیر فضای کسب‌وکار کشور در سال‌های اخیر به این امر دامن زده‌ است. بنابراین، در این پژوهش مدل کیفی پیشنهادشده برای موفقیت مجتمع‌های تجاری به‌صورت کمّی آزمون شده است. پژوهش حاضر از نوع توصیفی است. به‌منظور جمع‌آوری داده‌های مورد نیاز از پرسشنامه و برای تعیین روایی و پایایی آن از پیش‌آزمون استفاده شد. اعضای نمونة آماری از بین مشتریان و مراجعان پنج مجتمع تجاری در شهر تهران انتخاب شد. ابعاد مدل و ارتباط بین متغیرها بر اساس تحلیل عاملی تأییدی و مدلسازی معادلات ساختاری آزمون شد. یافته‌های تحقیق نشان داد که شرایط علّی نقشی حیاتی در فرایند دستیابی به مدل موفقیت مجتمع‌های تجاری دارد. همچنین، نتایج پژوهش نشان داد که متغیرهای شرایط مداخله‌گر و زمینه‌ای بر متغیر راهبردها و اقدامات مرتبط و این متغیر بر متغیر پیامدها تأثیر مثبت معنادار دارد.

Keywords [فارسی]

  • الگوی موفقیت
  • بازاریابی
  • مجتمع تجاری
Ahmed, Z. U., Ghingold, M., & Dahari, Z. (2007). Malaysian shopping mall behavior: An exploratory study. Asia Pacific Journal of Marketing and Logistics,19(4), 331-348.‏
Alexander, A. A., & Muhlebach, R. F. (1992). Shopping center management. Institute of Real Estate Management. ‏
Bakhshizadeh, A., kordnaeij, A., Khodadad Hosseini, H., & Ahmadi, P. (2016). Explanation and design of a success model for commercial complexes with local approach based on grounded theory. International Journal of Humanities, ‏ 24(4), xxxx.
Barclay, D., Higgins, C., & Thompson, R. (1995). The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies2(2), 285-309.
Bellenger, D. N., Robertson, D. H., & Greenberg, B. A. (1977). Shopping center patronage motives. Journal of Retailing, 53(2), 29-38.‏
Bloch, P. H., Ridgway, N. M., & Nelson, J. E. (1991). Leisure and the shopping mall.  Advances in Consumer Research,18(1).
Bozdoğan, D. (2015). MALL revisited: Current trends and pedagogical implications. Procedia-Social and Behavioral Sciences, 195, 932-939.
Cai, Y., & Shannon, R. (2012). Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers. Australasian Marketing Journal (AMJ), 20(1), 37-47.‏
Carter, C. (2009). Review articles: What we know about shopping centers. Journal of Real Estate Literature, 17(2), 163-180.
Chan, L., & Kwan, M. (2003). Management of shopping centres.  Hong Kong University Press.
El Hedhli, K., Chebat, J. C., & Sirgy, M. J. (2013). Shopping well-being at the mall: Construct, antecedents, and consequences. Journal of Business Research, 66(7), 856-863.
Erkip, F. (2003). The shopping mall as an emergent public space in Turkey. Environment and Planning A35(6), 1073-1093.‏
Erkip, F., & Ozuduru, B. H. (2015). Retail development in Turkey: An account after two decades of shopping malls in the urban scene. Progress in Planning, 102, 1-33.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.‏
Hosseinzadeh Shahri, M., & Khosravi, M. (2013). The Impact of store image on patronage intention and customer loyalty: The case of Hyper Star store. Journal of Business Management, 5(3), 39-56.‏
Kantsperger, R., & Kunz, W. H. (2010). Consumer trust in service companies: A multiple mediating analysis. Managing Service Quality: An International Journal, 20(1), 4-25.‏
Keng, C. J., Huang, T. L., Zheng, L. J., & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management, 18(4), 349-367.‏
Kim, J. W., Lee, F., & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62-76.
McGoldrick, P. J., & Thompson, M. G. (1992). Regional shopping centers: Out-of-town vs. in-town. Aldershot: Avebury. ‏
Pentecost, R., & Andrews, L. (2013). The importance of importance: Its impact on decision-making in mall retail categories during an economic downturn. Journal of Retailing and Consumer Services20(5), 463-470.
Rahman, O., Wong, K. K. K., & Yu, H. (2016). The effects of mall personality and fashion orientation on shopping value and mall patronage intension. Journal of Retailing and Consumer Services, 28, 155-164.‏
Reikli, M. (2012). The key of success in shopping centers, composing elements of shopping centers and their strategic fit (Doctoral dissertation). Doctoral School of Business Administration.
Sirgy, M. J., & Lee, D. J. (2006). Macro measures of consumer well-being (CWB): A critical analysis and a research agenda. Journal of Macromarketing, 26(1), 27-44.
Yiu, C. Y., & Yau, Y. (2006). An ecological framework for the strategic positioning of a shopping mall. Journal of Retail & Leisure Property, 5(4), 270-280.
Zhang, D., Zhu, P., & Ye, Y. (2016). The effects of E-commerce on the demand for commercial real estate. Cities, 51, 106-120.