Abstract:

Consumer interests towards events organized in the shopping malls have been increasing rapidly, therefore these kind of events gain importance both quantitatively and qualitatively. In this research, the impact of the shopping malls events on consumer attitudes has been examined. The research model corporates event image, event satisfaction, customers’ shopping enjoyment, desire to stay and patronage intention constructs. Research participants have been identified as shopping mall consumers who have participated in shopping mall events in Turkey. The results reveal that event image has a positive effect on shopping enjoyment, and the enjoyment of the event is an important driver of customers’satisfaction with an event. It has also been determined that event satisfaction has a positive impact on patronage intention as well as desire to stay. Keywords: Shopping Mall Events, Event Image, Event Satisfaction, Shopping Enjoyment, Desire to Say, Patronage Intention  

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