Shopping Mall Design for Generation Z as Hedonic Consumers A Design Guide Proposal

Reyhan Çetin; Serhat Anıktar

Makale detayları

Shopping Mall Design for Generation Z as Hedonic Consumers A Design Guide Proposal

Yazarlar:

Reyhan Çetin | Serhat Anıktar

Yayıncı:

Ankara Yildirim Beyazit University

Ana Başlıklar:

İç Mimarlık | Mimari Tasarım

Dergi:

Digital international journal of Architecture Art Heritage Vol.4 Issue 1, pp.33-52

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001355278

pISSN:

2822-437X

Anahtar kelimeler:

Özet:

 In todays consumer society, shopping malls are not only places where needed goods are purchased, but also complexes where social relations are established. In the context of consumption, utilitarian consumption, which was dominant in previous generations, has now been replaced by hedonic consumption. Generation Z, which has a hedonic consumer behavior where the primary purpose of consumption is to feel pleasure, visits shopping malls not only as a place where they buy their needs and go out, but also for purposes such as having fun, spending time with friends, and gaining new experiences. Research shows that Generation Z constitutes a significant segment of people who spend time in todays shopping malls. Within the scope of this evaluation, firstly, the hedonic consumption motivations that lead Generation Z to hedonic consumption and the purchasing decision-making styles that encourage Generation Z to purchase were investigated. The findings obtained from the literature were asked again to the Generation Z group consisting of 350 people, and the concept set that forms the hedonic consumption perception of Generation Z was reached. In the continuation of the study, the shopping center design parameters that have been put forward in the literature so far were researched and synthesized, and the prominent parameters were reached by examining 10 new generation shopping centers. By asking these parameters to the same survey group of 350 people, the parameters that are important for Generation Z were obtained. The resulting parameters were evaluated in the context of consumption concept map outputs and a design guide proposal was created.

 In todays consumer society, shopping malls are not only places where needed goods are purchased, but also complexes where social relations are established. In the context of consumption, utilitarian consumption, which was dominant in previous generations, has now been replaced by hedonic consumption. Generation Z, which has a hedonic consumer behavior where the primary purpose of consumption is to feel pleasure, visits shopping malls not only as a place where they buy their needs and go out, but also for purposes such as having fun, spending time with friends, and gaining new experiences. Research shows that Generation Z constitutes a significant segment of people who spend time in todays shopping malls. Within the scope of this evaluation, firstly, the hedonic consumption motivations that lead Generation Z to hedonic consumption and the purchasing decision-making styles that encourage Generation Z to purchase were investigated. The findings obtained from the literature were asked again to the Generation Z group consisting of 350 people, and the concept set that forms the hedonic consumption perception of Generation Z was reached. In the continuation of the study, the shopping center design parameters that have been put forward in the literature so far were researched and synthesized, and the prominent parameters were reached by examining 10 new generation shopping centers. By asking these parameters to the same survey group of 350 people, the parameters that are important for Generation Z were obtained. The resulting parameters were evaluated in the context of consumption concept map outputs and a design guide proposal was created.

 In todays consumer society, shopping malls are not only places where needed goods are purchased, but also complexes where social relations are established. In the context of consumption, utilitarian consumption, which was dominant in previous generations, has now been replaced by hedonic consumption. Generation Z, which has a hedonic consumer behavior where the primary purpose of consumption is to feel pleasure, visits shopping malls not only as a place where they buy their needs and go out, but also for purposes such as having fun, spending time with friends, and gaining new experiences. Research shows that Generation Z constitutes a significant segment of people who spend time in todays shopping malls. Within the scope of this evaluation, firstly, the hedonic consumption motivations that lead Generation Z to hedonic consumption and the purchasing decision-making styles that encourage Generation Z to purchase were investigated. The findings obtained from the literature were asked again to the Generation Z group consisting of 350 people, and the concept set that forms the hedonic consumption perception of Generation Z was reached. In the continuation of the study, the shopping center design parameters that have been put forward in the literature so far were researched and synthesized, and the prominent parameters were reached by examining 10 new generation shopping centers. By asking these parameters to the same survey group of 350 people, the parameters that are important for Generation Z were obtained. The resulting parameters were evaluated in the context of consumption concept map outputs and a design guide proposal was created.

 Günümüz tüketim toplumunda, alışveriş merkezleri sadece ihtiyaç duyulan malların satın alındığı yerler değil, aynı zamanda sosyal ilişkilerin de kurulduğu komplekslerdir. Tüketim bağlamında, önceki kuşaklarda baskın olan faydacı tüketim, artık hedonik tüketimle yer değiştirmiştir. Tüketim eylemini gerçekleştirirken birincil amacın haz duymak olduğu hedonik tüketici davranışına sahip olan Z kuşağı alışveriş merkezlerini sadece ihtiyaçlarını satın alıp çıktıkları bir mekan olarak değil eğlenme, arkadaşlarıyla vakit geçirme, yeni deneyimler edinme gibi amaçlarla da ziyaret etmektedir. Yapılan araştırmalar, Z kuşağının günümüz alışveriş merkezlerinde vakit geçiren önemli bir kesimi oluşturduğunu göstermektedir. Bu değerlendirme kapsamında öncelikle Z kuşağını hedonik tüketime yönlendiren hedonik tüketim motivasyonları ve Z kuşağını satın almaya teşvik eden satın alma karar verme tarzları araştırılmıştır. Literatürden edinilen bulgular 350 kişiden oluşan Z kuşağı grubuna yeniden sorularak Z kuşağının hedonik tüketim algısını oluşturan kavram setine ulaşılmıştır. Çalışmanın devamında literatürde şimdiye kadar ortaya konmuş alışveriş merkezi tasarım parametreleri araştırılarak sentezlenmiş ve 10 adet yeni nesil alışveriş merkezi üzerinden incelenerek öne çıkan parametrelere ulaşılmıştır. Bu parametreler 350 kişilik aynı anket grubuna sorularak Z kuşağı için önemli olan parametreler elde edilmiştir. Sonuçta bulunan parametreler tüketim kavram haritası çıktıları bağlamında değerlendirilerek bir tasarım kılavuzu önerisi oluşturulmuştur.

Makale detayları

Shopping Mall Design for Generation Z as Hedonic Consumers A Design Guide Proposal

Yazarlar:

Reyhan Çetin | Serhat Anıktar

Yayıncı:

Ankara Yildirim Beyazit University

Ana Başlıklar:

İç Mimarlık | Mimari Tasarım

Dergi:

Digital international journal of Architecture Art Heritage Vol.4 Issue 1, pp.33-52

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001355278

pISSN:

2822-437X

Generation Z

Hedonic Consumption

Consumer Behavior

Shopping Mall Design

Shopping Mall Design Parameters.Z Kuşağı

Hedonik Tüketim

Tüketici Davranışı

Alışveriş Merkezi Tasarımı

Alışveriş Merkezi Tasarım Parametreleri

Sayı

Makale detayları

Yazarlar: Reyhan Çetin | Serhat Anıktar

Yayıncı: Ankara Yildirim Beyazit University

Ana Başlıklar: İç Mimarlık | Mimari Tasarım

Dergi: Digital international journal of Architecture Art Heritage Vol.4 Issue 1, pp.33-52

Belge Tipi: Makale

Yayın Tarihi: 7/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001355278

pISSN: 2822-437X

Sayı

Yazarlar:

Reyhan Çetin | Serhat Anıktar

Yayıncı:

Ankara Yildirim Beyazit University

Ana Başlıklar:

İç Mimarlık | Mimari Tasarım

Dergi:

Digital international journal of Architecture Art Heritage Vol.4 Issue 1, pp.33-52

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001355278

pISSN:

2822-437X