Published 2024-12-15
Keywords
- Shopping centers, commercial attraction, purchase decision, determining factors.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
Shopping centers as they are known today have been consolidated and have had an evolution given by the social, technological and behavioral changes of consumers, key strategies to optimize the influx of customers and influence the propensity to buy. The central objective of the research, based on the Theory of Purchasing Behavior and the Theory of Commercial Attraction, was to elucidate the determinants of the purchase decision in five intermediate cities in Colombia, using an explanatory-correlational quantitative methodology. The empirical results indicate that purchasing behavior is modulated by psychological, social and economic factors, while commercial attraction is driven by convenience, accessibility, service, product and communication. The existence of a significant direct and bidirectional correlation between these two sets of factors is concluded. Finally, based on these findings, strategic guidelines are proposed for shopping centers, aimed at optimizing commercial attraction and modulating consumer behavior.