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

Document Type: Research Paper

Authors

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

Abstract

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.

Keywords

Main Subjects


Article Title [Persian]

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

Authors [Persian]

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

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 [Persian]

  • الگوی موفقیت
  • بازاریابی
  • مجتمع تجاری
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