ALIŞVERİŞ YÖNELİMİNİN ALIŞVERİŞ MEMNUNİYETİ ÜZERİNE ETKİSİ

Abstract

Shopping orientation is a marketing term, which tries to understand consumers' motivation in taking their buying behavior and purchase. In this study that try to measure the impact of consumer's shopping orientation on shopping satisfaction; the main goal is to make contribution to academic studies and administrative applications. In accordance with this purpose, 120 questionnaires were surveyed via face to face at shopping mall in İstanbul, Ankara, İzmir and Adana by using convenience sampling. Hypotheses were tested by using multiple regression analysis. The findings of the research indicate that five dimensions of shopping orientation (recreational shopping tendency, store loyalty, price consciousness and frugality, brand consciousness and shopping confidence) had a positive impact on shopping satisfaction but three dimensions of shopping orientation (shopping antipathy, confused by over choice, brand loyalty) had no positive impact on shopping satisfaction. (English) [ABSTRACT FROM AUTHOR]