The Effect of Store Image on Shopper Mobility: An Application in Bursa

The preference of shoppers to change or abandon the shops they use constantly and shops from other stores leads the concept of shopper mobility. The main purpose of the study is to examine whether or not the store image and variables that forming the store image have a significant effect on shopper mobility. The study was conducted by face-to-face survey method with the 390 shoppers who are over 20 years old in Bursa and it is assumed to do their shopping their own. The questionnaire data was analyzed with SPSS and AMOS programs and the hypothesis generated in the model was tested. With the direction of the findings it has been found that the store image and the variables forming the store image which are product/service variety and quality, sales personnel, price/value and store atmosphre have a significant effect on the shoppers’ mobility