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Ölçeklerin Türkçeye Uyarlama Süreci Örneği: E- Pazaryerinden Satınalma Niyetini Etkileyen Değişkenler

Yıl 2023, Cilt: 10 Sayı: 1-Prof. Dr. Feyzullah EROĞLU Armağan Sayısı, 191 - 207, 30.05.2023
https://doi.org/10.47097/piar.1265007

Öz

Küreselleşme ile birlikte, bir toplumda geliştirilen ölçeklerin başka toplumlarda da kullanılmasına ihtiyaç duyulmaya başlanmıştır. Bu uygulama, bilimin evrenselliği açısından her ne kadar doğal bir süreç olarak görülse de beraberinde yeni problemler getirmiştir. Ölçme araçlarının standartlaştırılma süreci bunlardan en önemlisidir. Geliştirilen bir ölçeğin başka bir topluma uyarlanmasında dil ve hatta kültür farklılığına bağlı engellerle karşılaşılması söz konusudur. Bu nedenle uyarlama süreci, araştırmanın temelini oluşturan önemli bir basamaktır. Uyarlama süreci 6 aşamadan meydana gelmektedir. Karar vermeyle başlar saha testi ile son bulur. Bu çalışmada farklı dil ve kültürlerde geliştirilmiş olan güven eğilimi ölçeği (Gefen ve Straub, 2004), geçmiş deneyim ölçeği (Pavlou ve Gefen, 2004), reklam değeri ölçeği (Ducoffe, 1995), ağızdan ağıza iletişim ölçeği (Shumann vd., 2010) ve satınalma niyeti ölçeğinin (Kim ve Park, 2013) Türkçeye uyarlama sürecindeki testlere yer verilmiştir. Uyarlamalar sonucunda geçmiş deneyim ve ağızdan ağıza iletişimin satınalma niyetini açıkladığı; satınalma niyetini açıklama açısından ağızdan ağıza iletişimin katsayısının, geçmiş deneyim katsayısının yaklaşık iki katı olduğu tespit edilmiştir. Yani tüketicilerin dijital platformlarda, çevresindekilerin öneri ve referanslarının satınalma kararlarında etkili olduğu söylenebilir.

Destekleyen Kurum

TÜBİTAK

Proje Numarası

122K017

Teşekkür

TÜBİTAK'a çalışmamıza verdiği katkılardan dolayı teşekkür ederim.

Kaynakça

  • Almousa, M. (2011). Perceived risk in apparel online shopping: a multi dimensional perspective, Canadian Social Science, 7(2), 23-31.
  • Anderson, E. W. (1998). Customer satisfaction and word of mouth, Journal of Service Research, 1(1), 5-17.
  • Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms, Marketing Science, 12(2), 125-143.
  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product, Journal of Marketing Research, 4(3), 291-295.
  • Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior, Social Psychology Quarterly, 178-204.
  • Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: evidence from chinese online visitors, International Journal of Hospitality Management, 27(3), 391-402.
  • Çakır, V., & Çakır, V. (2012). Televizyon reklamlarının algılanan değeri ve reklam tutumu ilişkisi: bir yapısal eşitlik modeli, İstanbul Üniversitesi İletişim Fakültesi Dergisi, (30).
  • Chahal, H., & Dutta, K. (2015). Measurement and impact of customer experience in banking sector, Decision, 42(1), 57-70.
  • Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: motivations behind consumers' online shopping cart use, Journal of Business Research, 63(9-10), 986-992.
  • Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension, Journal of Marketing, 56(3), 55-68.
  • DeVellis, R. F. (2017). Ölçek geliştirme kuram ve uygulamalar, Ankara: Nobel Akademik Yayıncılık.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations, Journal of Marketing Research, 28(3), 307-319.
  • Ducoffe, R. H. (1995). How consumers assess the value of advertising, Journal of Current Issues & Research in Advertising, 17(1), 1-18.
  • Ducoffe, R. H., & Curlo, E. (2000). Advertising value and advertising processing, Journal of Marketing Communications, 6(4), 247-262.
  • East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: a multi-category study, International Journal of Research in Marketing, 24(2), 175-184.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: an introduction to the theory and research, Addison: Wesley Publications.
  • Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A typology of individual search strategies among purchasers of new automobiles, Journal of Consumer Research, 10(4), 417-431.
  • Gefen, D. (2000). E-commerce: the role of familiarity and trust, Omega, 28(6), 725-737.
  • Gefen, D., & Straub, D. W. (2004). Consumer trust in b2c e-commerce and the importance of social presence: experiments in e-products and e-services, Omega, 32(6), 407-424.
  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer, European Management Journal, 25(5), 395-410.
  • Halim, W. Z. W., & Hamed, A. B. (2005). Consumer purchase intention at traditional restaurant and fast food restaurant, In Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Australia, 107-112.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?, Journal of Interactive Marketing, 18(1), 38-52.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: a cross-cultural validation, Journal of Computer-Mediated Communication, 5(2).
  • Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an internet store, Information Technology and Management, 1(1), 45-71.
  • Johnson, T. P. (1998). Approaches to equivalence in cross-cultural and cross-national survey research, DEU, 1-40.
  • Joo, J. (2014). Exploring korean collegians' social commerce usage: extending technology acceptance model with word-of-mouth and perceived enjoyment, Journal of Digital Convergence, 12(8), 147-155.
  • Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance, International Journal of Information Management, 33(2), 318-332.
  • Kimmel, A. J., & Kitchen, P. J. (2014). WOM and Social Media: Presaging future directions for research and practice, Journal of Marketing Communications, 20(1-2), 5-20.
  • Klaus, P. P., & Maklan, S. (2013). Towards a better measure of customer experience, International Journal of Market Research, 55(2), 227-246.
  • Kottman, E. J. (1977). The parity product—advertising's achilles heel, Journal of Advertising, 6(1), 34-39.
  • Lee, M., & Youn, S. (2009). Electronic word of mouth (ewom) how ewom platforms influence consumer product judgement, International Journal of Advertising, 28(3), 473-499.
  • Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things?, International Journal of Market Research, 53(6), 771-772.
  • Mao, Z. E., Jones, M. F., Li, M., Wei, W., & Lyu, J. (2020). Sleeping in a stranger's home: a trust formation model for airbnb, Journal of Hospitality and Tourism Management, 67-76.
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust, Academy of Management Review, 20(3), 709-734.
  • McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology, International Journal of Electronic Commerce, 6(2), 35-59.
  • Meyer, C., & Schwager, A. (2007). Understanding customer experience, Harvard Business Review, 85(2), 116.
  • Mowzer, Z. (2016). The Impact of Electronic Word-of-Mouth in Social Networking Sites on a High-Involvement Purchase: an Empirical Study of South African Brides' Intention to Purchase the" Once-in-a-Lifetime" Wedding Dress,(Master's thesis, University of Cape Town).
  • Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust, Information Systems Research, 15(1), 37-59.
  • Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: brand trust as a moderating factor, Journal of Internet Commerce, 16(4), 364-384.
  • Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising, Journal of Marketing, 57(3), 99-114.
  • Reid, L. N., & Soley, L. C. (1982). Generalized and personalized attitudes toward advertising's social and economic effects, Journal of Advertising, 11(3), 3-7.
  • Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust 1, Journal of Personality, 35(4), 651-665.
  • Sandage, C. H., & Leckenby, J. D. (1980). Student attitudes toward advertising: institution vs. instrument, Journal of Advertising, 9(2), 29-44.
  • Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-offit measures, Methods of Psychological Research Online, 8(2), 23-74.
  • Schumann, J. H., Wangenheim, F. V., Stringfellow, A., Yang, Z., Blazevic, V., Praxmarer, S., & Jiménez, F. R. (2010). Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange, Journal of International Marketing, 18(3), 62-80.
  • Sen, S., & Lerman, D. (2007). Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web, Journal of Interactive Marketing, 21(4), 76-94.
  • Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions, Journal of Current Issues & Research in Advertising, 26(2), 53-66.
  • Stigler, G. J. (1961). The Economics of Information, Journal of Political Economy, 69(3), 213-225.
  • Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes, Journal of Marketing Research, 24(3), 258-270.
  • Whitlark, D. B., Geurts, M. D., & Swenson, M. J. (1993). New Product Forecasting with a Purchase Intention Survey, The Journal of Business Forecasting, 12(3), 18.

Example of the Adaptation Process of the Scales to Turkish: Variables Affecting the Intention to Purchase from E-Marketplace

Yıl 2023, Cilt: 10 Sayı: 1-Prof. Dr. Feyzullah EROĞLU Armağan Sayısı, 191 - 207, 30.05.2023
https://doi.org/10.47097/piar.1265007

Öz

As one of the results of globalization, the need for the scales developed in one society to be used in other societies has begun. Although this practice is seen as a natural process in terms of the universality of science, it has brought new problems with it. The process of standardizing measurement instrument is the most important one. In adapting a developed scale to another society, it is possible to encounter barriers due to language and even cultural differences. Therefore, the adaptation process is an important step that forms the basis of the research. The adaptation process consists of 6 stages. It starts with decision making and ends with field testing. In this study, trusting disposition scale (Gefen & Straub, 2004), past experience scale (Pavlou & Gefen, 2004), advertising value scale (Ducoffe, 1995), word-of-mouth communication scale (Shumann et al., 2010) developed in different languages and cultures and tests in the process of adapting the purchase intention scale (Kim & Park, 2013) into Turkish. Past experience and word-of-mouth communication as a result of adaptations explain purchasing customers; it has been determined that the value of word-of-mouth communication in terms of explaining purchasing consumption is approximately twice the value of past experience. In other words, it can be said that consumers' suggestions and references on digital platforms are effective in their purchasing decisions.

Proje Numarası

122K017

Kaynakça

  • Almousa, M. (2011). Perceived risk in apparel online shopping: a multi dimensional perspective, Canadian Social Science, 7(2), 23-31.
  • Anderson, E. W. (1998). Customer satisfaction and word of mouth, Journal of Service Research, 1(1), 5-17.
  • Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms, Marketing Science, 12(2), 125-143.
  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product, Journal of Marketing Research, 4(3), 291-295.
  • Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior, Social Psychology Quarterly, 178-204.
  • Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: evidence from chinese online visitors, International Journal of Hospitality Management, 27(3), 391-402.
  • Çakır, V., & Çakır, V. (2012). Televizyon reklamlarının algılanan değeri ve reklam tutumu ilişkisi: bir yapısal eşitlik modeli, İstanbul Üniversitesi İletişim Fakültesi Dergisi, (30).
  • Chahal, H., & Dutta, K. (2015). Measurement and impact of customer experience in banking sector, Decision, 42(1), 57-70.
  • Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: motivations behind consumers' online shopping cart use, Journal of Business Research, 63(9-10), 986-992.
  • Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension, Journal of Marketing, 56(3), 55-68.
  • DeVellis, R. F. (2017). Ölçek geliştirme kuram ve uygulamalar, Ankara: Nobel Akademik Yayıncılık.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations, Journal of Marketing Research, 28(3), 307-319.
  • Ducoffe, R. H. (1995). How consumers assess the value of advertising, Journal of Current Issues & Research in Advertising, 17(1), 1-18.
  • Ducoffe, R. H., & Curlo, E. (2000). Advertising value and advertising processing, Journal of Marketing Communications, 6(4), 247-262.
  • East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: a multi-category study, International Journal of Research in Marketing, 24(2), 175-184.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: an introduction to the theory and research, Addison: Wesley Publications.
  • Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A typology of individual search strategies among purchasers of new automobiles, Journal of Consumer Research, 10(4), 417-431.
  • Gefen, D. (2000). E-commerce: the role of familiarity and trust, Omega, 28(6), 725-737.
  • Gefen, D., & Straub, D. W. (2004). Consumer trust in b2c e-commerce and the importance of social presence: experiments in e-products and e-services, Omega, 32(6), 407-424.
  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer, European Management Journal, 25(5), 395-410.
  • Halim, W. Z. W., & Hamed, A. B. (2005). Consumer purchase intention at traditional restaurant and fast food restaurant, In Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Australia, 107-112.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?, Journal of Interactive Marketing, 18(1), 38-52.
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: a cross-cultural validation, Journal of Computer-Mediated Communication, 5(2).
  • Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an internet store, Information Technology and Management, 1(1), 45-71.
  • Johnson, T. P. (1998). Approaches to equivalence in cross-cultural and cross-national survey research, DEU, 1-40.
  • Joo, J. (2014). Exploring korean collegians' social commerce usage: extending technology acceptance model with word-of-mouth and perceived enjoyment, Journal of Digital Convergence, 12(8), 147-155.
  • Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance, International Journal of Information Management, 33(2), 318-332.
  • Kimmel, A. J., & Kitchen, P. J. (2014). WOM and Social Media: Presaging future directions for research and practice, Journal of Marketing Communications, 20(1-2), 5-20.
  • Klaus, P. P., & Maklan, S. (2013). Towards a better measure of customer experience, International Journal of Market Research, 55(2), 227-246.
  • Kottman, E. J. (1977). The parity product—advertising's achilles heel, Journal of Advertising, 6(1), 34-39.
  • Lee, M., & Youn, S. (2009). Electronic word of mouth (ewom) how ewom platforms influence consumer product judgement, International Journal of Advertising, 28(3), 473-499.
  • Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right things?, International Journal of Market Research, 53(6), 771-772.
  • Mao, Z. E., Jones, M. F., Li, M., Wei, W., & Lyu, J. (2020). Sleeping in a stranger's home: a trust formation model for airbnb, Journal of Hospitality and Tourism Management, 67-76.
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust, Academy of Management Review, 20(3), 709-734.
  • McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology, International Journal of Electronic Commerce, 6(2), 35-59.
  • Meyer, C., & Schwager, A. (2007). Understanding customer experience, Harvard Business Review, 85(2), 116.
  • Mowzer, Z. (2016). The Impact of Electronic Word-of-Mouth in Social Networking Sites on a High-Involvement Purchase: an Empirical Study of South African Brides' Intention to Purchase the" Once-in-a-Lifetime" Wedding Dress,(Master's thesis, University of Cape Town).
  • Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust, Information Systems Research, 15(1), 37-59.
  • Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: brand trust as a moderating factor, Journal of Internet Commerce, 16(4), 364-384.
  • Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising, Journal of Marketing, 57(3), 99-114.
  • Reid, L. N., & Soley, L. C. (1982). Generalized and personalized attitudes toward advertising's social and economic effects, Journal of Advertising, 11(3), 3-7.
  • Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust 1, Journal of Personality, 35(4), 651-665.
  • Sandage, C. H., & Leckenby, J. D. (1980). Student attitudes toward advertising: institution vs. instrument, Journal of Advertising, 9(2), 29-44.
  • Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-offit measures, Methods of Psychological Research Online, 8(2), 23-74.
  • Schumann, J. H., Wangenheim, F. V., Stringfellow, A., Yang, Z., Blazevic, V., Praxmarer, S., & Jiménez, F. R. (2010). Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange, Journal of International Marketing, 18(3), 62-80.
  • Sen, S., & Lerman, D. (2007). Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web, Journal of Interactive Marketing, 21(4), 76-94.
  • Spears, N., & Singh, S. N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions, Journal of Current Issues & Research in Advertising, 26(2), 53-66.
  • Stigler, G. J. (1961). The Economics of Information, Journal of Political Economy, 69(3), 213-225.
  • Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes, Journal of Marketing Research, 24(3), 258-270.
  • Whitlark, D. B., Geurts, M. D., & Swenson, M. J. (1993). New Product Forecasting with a Purchase Intention Survey, The Journal of Business Forecasting, 12(3), 18.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Fatımanur Ovaz 0000-0002-1321-0838

Selçuk Burak Haşıloğlu 0000-0003-4512-6531

Proje Numarası 122K017
Yayımlanma Tarihi 30 Mayıs 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 10 Sayı: 1-Prof. Dr. Feyzullah EROĞLU Armağan Sayısı

Kaynak Göster

APA Ovaz, F., & Haşıloğlu, S. B. (2023). Ölçeklerin Türkçeye Uyarlama Süreci Örneği: E- Pazaryerinden Satınalma Niyetini Etkileyen Değişkenler. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(1-Prof. Dr. Feyzullah EROĞLU Armağan Sayısı), 191-207. https://doi.org/10.47097/piar.1265007

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