Sporda Hedonik Tüketim Tutum Ölçeğinin (SHTÖ) Geliştirilmesi; Geçerlilik ve Güvenirlik Çalışması

Year 2023, Volume: 6 Issue: 3, 928 - 938, 28.09.2023

Ömer Faruk Tutar

https://doi.org/10.38021/asbid.1325928

Abstract

Araştırmanın amacı spor ile ilgilenen alışveriş tutkunu bireylerin yapmış oldukları alışveriş alışkanlıklarının hedonik tüketim düzeylerini ölçebilmek adına geçerlilik ve güvenirliği kanıtlanmış bir ölçme aracını geliştirmektir. Metodolojik araştırma tipine sahip olan araştırmada sporda hedonik tüketim tutum ölçeğinin (SHTÖ) geliştirilmesi amacıyla 18 yaş üstü sporla ilgilenen yetişkin bireylerden oluşan 1530 katılımcının katılımı ile gerçekleştirilmiştir. Açımlayıcı faktör analizi için 1224, doğrulayıcı faktör analizi için ise 306 katılımcıya ulaşılmıştır. Açımlayıcı faktör analizi sonucunda ölçeğin KMO değeri ,886 toplam açıklanan varyansı 61,144 ve genel cronbach’s alpha değeri ise ,896 olarak tespit edilmiştir. SPSS 24 kullanılarak açıklayıcı faktör analizi yapılarak ölçeğe ait madde faktör yapısı ve ölçek maddeleri belirlenmiştir. Ardından uygun ölçek maddeleri IBM AMOS programı aracılığıyla doğrulayıcı faktör analizi yapılarak ölçeğin uyum iyiliği indeksleri ile ölçeğin faktör yapısının uygunluğu tespit edilmiştir. Yapılan analizler sonucunda 18 madde 3 alt boyuttan oluşan geçerlilik ve güvenirliği kanıtlanmış sporda hedonik tüketim tutum ölçeği (SHTÖ) geliştirilmiştir.

Keywords

: Spor, Hedonik Tüketim, Faydacı Tüketim, Tutum

Development of Hedonic Consumptıon Attıtude Scale in Sports; Validity and Relıability Study

Abstract

The study aims to develop a measurement tool with proven validity and reliability to measure the hedonic consumption levels of shopping habits made by shopping enthusiasts interested in sports. The research, which has a methodological research type, was carried out with the participation of 1530 participants consisting of adult individuals over the age of 18 who are interested in sports to develop the hedonic consumption attitude scale in sports. 1224 participants were reached for exploratory factor analysis and 306 participants for confirmatory factor analysis. As a result of exploratory factor analysis, the KMO value of the scale was determined as .886, the total announced variance was 61.144 and the overall Cronbach's alpha value was .896. Explanatory factor analysis was performed using SPSS 24 and the item factor structure and scale items of the scale were determined. Afterward, the IBM AMOS program performed a confirmatory factor analysis of the appropriate scale items. The appropriateness of the scale's factor structure was determined by the goodness of fit indices of the scale. As a result of the analysis, a hedonic consumption attitude scale in sports consisting of 18 items and 3 sub-dimensions with proven validity and reliability was developed.

Keywords

Sports, Hedonic Consumption, Utilitarian Consumption, Attitude

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