کاربرد مدل‌های معادله ساختاری در تحلیل رفتار سفر مراجعین به بازار بزرگ تهران

نویسندگان

1 فارغ‌التحصیل دکتری برنامه‌ریزی حمل و نقل، دانشگاه تربیت مدرس، تهران، ایران. استادیار، مرکز تحقیقات راه، مسکن و شهرسازی، تهران، ایران.

2 دانشیار، دانشکده مهندسی عمران و محیط‌زیست، دانشگاه تربیت مدرس، تهران، ایران

چکیده

به منظور بررسی رفتار مراجعین به مراکز خاص همچون بازار یا مراکز خرید بزرگ یا تعیین نقش متغیرهای پنهان افراد مراجعه کننده به این مراکز، در سال­های اخیر مطالعات متعددی برای مدل­سازی این انتخاب ساخته شده است. در دهه اخیر مطالعات متعدد به صورت گسترده­ای پذیرفته­اند که ارزش­ها، نگرش­ها و به طور کلی متغیرهای پنهان فردی نقش اساسی در رفتار مشتریان و انتخاب­های آن­ها دارد. به دلیل اهمیت و جایگاه بازار تهران و نقش موثر متغیرهای پنهان در انتخاب مقصد در پژوهش جاری مدل انتخاب بازار بزرگ تهران به عنوان مقصد سفرهای خرید پوشاک مورد بررسی قرار می­گیرد. نقطه قوت مدل ساختاری ارائه­ی ساختار تصمیم­گیری افراد است و نشان می­دهد که متغیرهای پنهان چه تاثیری در انتخاب افراد دارند. نتایج مدل معادله ساختاری نشان می­دهد که فرضیه تاثیر متغیرهای نگرش، سبک زندگی و نوع خریدار بودن در مطلوبیت متغیرهای پنهان و متغیرهای اقتصادی- اجتماعی در مطلوبیت متغیرهای مشاهده­شده رد نشد. همچنین نتایج نشان می­دهد که مدل ساختاری 1/68 مشاهدات را درست پیش­بینی کرده است که 1/57 درصد کسانی هستند که بازار را انتخاب نکرده­اند و 4/16 درصد مراجعه­کننده به بازار هستند (35 مورد از 42 انتخاب بازار معادل 33/83 درصد از افراد انتخاب کننده­ی بازار). همچنین نگرش، سبک زندگی و نوع خریدار بودن افراد نسبت به مرکز خرید دارای تاثیر معنی­داری در مطلوبیت متغیرهای پنهان و انتخاب مرکز خرید پوشاک است. برخی ازمتغیرهای اقتصادی- اجتماعی نیز در مطلوبیت متغیرهای مشاهده­شده و انتخاب مرکز خرید پوشاک معنی­دار است به­طوری که مرد بودن و سفر با سواری شخصی باعث کاهش مطلوبیت و سفر با مترو باعث افزایش مطلوبیت سفر به مقصد بازار می­شود. افرادی با سطح 2 هزینه­کرد ماهیانه (هزینه­کرد ماهیانه 5/1 تا 2 میلیون تومان) نسبت به سایر سطوح هزینه­کرد تمایل بیشتری به مراجعه به بازار نسبت به سایر مقاصد دارند.
 
 

کلیدواژه‌ها


عنوان مقاله [English]

Application of Structure Equation Models in Trip Behavior Analysis of Tehran Bazar Trip Makers

نویسندگان [English]

  • A. R. Mahpour 1
  • A. R. Mamdoohi 2
1 Ph.D. Graduated, Department of Civil and Environmental Engineering, Tarbiat Modares University, Tehran, Iran. Current Address: Assistant Professor, Transportation Research Institute, Road, Housing and Urban Development Research Center, Tehran, Iran
2 Associate Professor‌, Department of Civil and Environmental Engineering, Tarbiat Modares University, Tehran, Iran
چکیده [English]

This paper examines the structure of traveler behavior and how it can be measured using a set of survey questions. In this context, senses of place factors were extracted using a three- tiered, structural equation model, which simultaneously estimated three factors: Attitude, Lifestyle and shopping orientation. Through this research we have been able to both transfer successful questions measuring well accepted behavior constructs and examine further place attributes contribution. However, it is necessary to further this research and the preliminary findings of this exploratory analysis. All three factors need to be verified in future studies for their ability to explain behavior, and should be examined in different everyday activity settings to compare the strength of the manifested factors across types of activities and settings. In parallel, qualitative analysis can be used to enhance the understanding of these concepts. Although several socio- demographic characteristics were shown to be attitudes, these indicators are only able to explain a small subset of the variation, and the rich nature of behavior may require more in-depth scrutiny of their formation as well as other determinants. This study is limited to behavior about one specific location studied (Bazar), and within a short period of a day’s activities. Future research should be conducted to determine if there are aspects of behavior and their development that might be predicted more completely using socio- demographic indicators. The idea of applying these variables in modeling the individual clothes shopping destination choice by using structure equation models was sourced from ethology studies on customers of shopping centers (novelty of paper). In this paper 213 samples are collected by internet- based questionnaire and individuals socio- economic, attitude, lifestyle and shopping orientation were asked. This integrated model is able to correctly predict the 68.1 percent of observation has the highest percent correct.
 

کلیدواژه‌ها [English]

  • Structure equation models
  • Shopping trip
  • behavior analysis
  • Bazar
  • Tehran

 

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