چکیده:
In recent years, the construction of shopping Malls has been increasingly grown
across the country. But only some of them have been successful to accommodate
a large number of visitors while the other ones are constantly changing the
commercial units’ use. Meanwhile the lack of demand for commercial units in
form of multi-purpose complexes as well as recent general recession in
country’s business has aroused this situation. Research conducted on shopping
Malls are mostly focused on sale of place, marketing and financing as well as a
few studies on the factors associated with success of these complexes. So it is
necessary to discuss about the factors affecting the success of shopping Malls
which is a very new subject. The main issue of this research is to provide a
success model of shopping Malls considering the unique characteristics in Iran.
The method used for this research is qualitative one (grounded theory) and its
nature is applied-developmental. Data was collected through a deep interview
with professors, experts in construction, handover and operation of shopping
Malls and sale brokers for commercial real estate and sampling is done via
snowball method. Data has been collected by clarifying the subject and when it
reaches the saturation point, "open coding" is carried out. Then concepts are
extracted and the factors are completed after focusing on the subject and
finding links by “axial coding”. Finally, the specific dimensions and a
conceptual model called “success model for shopping Malls” have been
presented by “selective coding”.
خلاصه ماشینی:
"Most research in the field were focused on the sale of business units, marketing subtleties and financing and studying the success factors of shopping Malls is essential and yet can be considered as a very new and novel concept.
Thus according to the above characteristics about core category suggested by Strauss, the category of "a process to achieve success model in shopping Malls" has been regarded as core category and other issues such as causal conditions, intervening conditions, context and consequences will be defined for core category using produced category in open coding step and collected data.
Then categories are developed more in axial coding step which is relied on paradigm model focusing on process of success model for shopping Malls as a main theme and a relationship is created between them and core category.
However, the lack of asks for shopping Malls in multi-purpose forms as well as recent general downturn of business in country have caused that only some complexes become successful to comprise many visitors and other buildings are constantly changing their commercial units.
Table 4: Strategies for Increasing The Internal Validity of Grounded Theorizing Researches (رجوع شود به تصویر صفحه) 7- Summary and Conclusion This paper provides success model in shopping Malls with local approach.
In this text, there wasn’t a paradigm model based on grounded method in field of shopping Malls’ success in which causal, intervening and context conditions, core category, strategies, actions and consequences are seen altogether."