Determination of Factors Affecting the Preferences of Youth for Purchasing New Products: Application of Confirmatory Factor Analysis

Year 2020, , 195 - 225, 31.08.2020

Mehmet Emin Yaşar , Abdulvahap Baydaş Şenol Çelik

https://doi.org/10.33399/biibfad.743659

Cited By: 1

Abstract

Bu çalışma gençlerin yeni ürün satın alma tercihini belirleyen değişkenlerin neler olduğunu belirlemek amacıyla yapılmıştır. Araştırma kolayda örneklem yöntemi ile Türkiye’nin Bingöl ilinde 393 genç ile yapılmıştır. Aştırmada önce açımlayıcı faktör analizi yapılmıştır. Doğrulayıcı faktör analizi (CFA) uygulanarak ölçeğin geçerliliği denenmiştir. CFA sonucu model iyi uyum değerleri göstermiştir. Modifikasyon işlemi uygulanarak faktörler arasındaki ilişkiyi gösteren en uygun CFA yöntemi belirlenmiştir. Açımlayıcı faktör analizi sonucunda; ürünün kalite ve konforü, duygusal faktör, ürün şekil faktörü, pazarlama iletişim faktörü ve sadakat faktörü şeklinde beş faktör belirlenmiştir. Ankete katılanları alışverişe etkileyen en büyük etkenin "ihtiyaç" olduğu gözlenmiştir. Kalite ve fiyatın satın alma davranışı üzerinde önemli bir etkisi olduğu söylenebilir. Ayrıca katılımcıların önemli bir bölümünün lagarlardan oluştuğu söylenebilir.

Keywords

Yeni ürün, tüketicinin satın alma davranışı, doğrulayıcı faktör analizi

DETERMINATION OF FACTORS AFFECTING THE PREFERENCES OF YOUTH FOR PURCHASING NEW PRODUCTS: APPLICATION OF CONFIRMATORY FACTOR ANALYSIS

Abstract

This study was conducted in order to identify the variables that determine the preferences of youth for buying new products. The research was conducted with a sample of 393 youth in the Bingol province of Turkey by using the convenience sampling method. Prior to the research, the exploratory factor analysis was conducted. The validity of the scale was tested, by applying the confirmatory factor analysis (CFA). As the result of the model showed good fit values. The most appropriate CFA method showing the relationship between the factors was determined by applying the modification process. As a result of exploratory factor analysis; five factors were determined as “product quality and comfort”, “emotional factor”, “product form factor”, “marketing communication factor” and “loyalty factor”. It was observed that the biggest factor affecting the participants of the survey for shopping is "need". It can be stated that quality and price have a significant effect on purchasing behavior. In addition, it can be stated that an important part of the participants consists of laggards. 

Keywords

New product, consumer purchasing behavior, confirmatory factor analysis

References

• Albayrak, M. (2000). A Research On Measuring The Level Of Consciousness Of Consumers About Food Packaging And Labeling Information In Ankara. Foodstuff Purchase Locations and Packaging Preferences, Turkey Union of Chambers of Agriculture Publications, ISBN 975-93976-4-1, Ankara.
• Albright, J.J. & Park, H.M. (2009). Confirmatory Factor Analysis Using AMOS, LISREL, Mplus and SAS/STAT CALIS: The University Information Technology Services (UITS) Center for Statistical and Mathematical Computing, Indiana University.
• Al-Gahaifi, T.H. & Světlík, J. (2011). Factors influencing consumer behaviour in market vegetables in Yemen. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, LIX (2), 17-28.
• Al-Ghaith, W., Sanzogni, L. & Sandhu, K. (2010). Factors influencing the adoption and usage of online services in Saudi Arabia. The Electronic Journal of Information System in Developing Countries, 40 (1), 1-32.
• Aytaç, M., Öngen, B. (2012). Doğrulayıcı faktör analizi ile yeni çevresel paradigma ölçeğinin yapı geçerliliğinin incelenmesi. İstatistikçiler Dergisi, 5, 14-22.
• Aytop, Y. & Akbay, C. (2018). Determination of Maraş pepper production satisfaction with structural equation model. KSU Journal Of Agrıculture And Nature, 21(5), 725-737.
• Barnes, J., Cote, J., Cudeck, R. & Malthouse, E. (2001). Factor analysis-checking assumptions of normality before conducting factor analysis. Journal of Consumer Psychology, 10(1, 2): 79-81.
• Baydaş, A. ve Aydın, S. (2017). Marka sadakatinin tüketicilerin satın alma davranışı üzerindeki etkisinin belirlenmesine yönelik ampirik bir çalışma. Bingöl Üniversitesi İİBF Dergisi, 1(1), 61-90.
• Bilal, M. & Ali, T. (2013) Factors influencing consumers purchase intentions towards private brands. JISR-MSSE, 11(2), 17-28.
• Bond, J.K., Thilmany, D. & Bond, C. (2009). What influences consumer choice of fresh produce purchase location?. Journal of Agricultural and Applied Economics, 41(1), 61-74.
• Brown, T.A. (2006). Confirmatory Factor Analysis for Applied Research. The Guilford Press, New York.
• Bucatariu, M., Nicolescu, A.I. and Taşnadı, A. (2017) Consumer behaviour towards new products, Proceedings of the 11th International Conference on Business Excellence, DOI: 10.1515/picbe-2017-0096, pp. 904-915, ISSN 2558-9652.
• Byrne, B.M. (2013). Structural equation modeling with AMOS: basic concepts, applications, and programming. Routledge, New York.
• Çakır M., Çakır, F. & Usta, G. (2010) To determine the factors that affecting consumption preferences of university students. Journal of Organization and Management Sciences, 2(2), 87-94.
• Çiftyıldız, S.S. & N. Sütütemiz, (2007), The effect of consumer interest on brand loyalty. Kocaeli University Journal of Social Sciences Institutes, 13(1), 37-55.
• Demirel, Y. & Yoldaş, M.A. (2005). Factors affecting consumer purchasing behavior in the new economy. Journal of Marketing World. 3, 60-64.
• Devrani, T.K. (2009) The antecedents of customer loyalty: a study in women employees consumption of the cosmetic products. Suleyman Demirel University The Journal of Faculty of Economics and Administrative Sciences, 14(3), 407-421.
• Eren, S.S. & Erge, A. (2012) The effects of brand trust, brand satisfaction and customer value on brand loyalty of customers. Journal of Yasar University 26(7), 4455–4482.
• Farrell, A. M. & Rudd, J. M. (2009). Factor Analysis and Discriminant Validity: A Brief Review of Some Practical Issues. IN: ANZMAC 2009 conference proceedings. Tojib, Dewi (ed.) AUS: ANZMAC.
• Gani, M.O., Perves, M.M. & Ali, H. (2016) Factors influencing consumer usage of luxury brand: empirical evidence from Bangladesh, proc. of the fifth intl. conf. on advances in economics. Social Science and Human Behaviour Study – ESSHBS, ISBN: 978-1-63248-107-8 doi: 10.15224/ 978-1-63248-107-8-41.
• Gürbüz, A. ve Doğan, M. (2013) Indicating the relationship between the brand loyalty and consumer trust. Int. Journal of Management Economics and Business, 9(19), www.ijmeb.org ISSN:2147-9208 E-ISSN:2147-9194 http://dx.doi.org/10.11122/ijmeb.2013.9.19.345.
• Hooper, D., Coughlan, J. & Mullen, M.R. (2008). Structural equation modeling: guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
• Hu, L.T. & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6 (1), 1-55.
• Huang, J. & Zhang, D. (2008), Customer Value and Brand Loyalty: Multi- Dimensional Empirical Test, International Seminar on Future Information Technology and Management Engineering, 102-106.
• Işıldar, G. (2008), Meslek yüksek okulları boyutunda çevre eğitimi’nin çevreci yaklaşımlar ve davranışlar üzerindeki etkilerinin değerlendirilmesi, Journal of Turkish Educational Sciences 6(4): 759–778.
• Kabadayı, E.T. & Aygün, İ. (2007), Determinants of brand loyalty and the link between brand loyalty and price tolerance, Boğaziçi Journal, 21 (1-2), 21-35.
• Kaiser, H.F. (1958). The varimax criterion for analytic rotation in factor analysis. Psychometrika, 23, 187-200.
• Khan, S. and Rohi, S. (2013) Investigating the factors affecting youth brand choice for mobile phones purchase–a study of private universities students of Peshawar. Management & Marketing Challenges for the Knowledge Society, 8( 2), 369-384.
• Kline, P. (1994). An Easy Guide to Factor Analysis, New York: Routledge.
• Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling. The Guilford Press, Third Edition, New York.
• Kurtoğlu, R. & Sönmez, A.T. (2016) The effect of brand image and brand utility on brand loyalty and positive Word of Mouth (WOM). Süleyman Demirel University The Journal of Faculty of Economics and Administrative Sciences, 21(4), 1127-1138.
• Ling, C.Y. (2013). Consumers’ purchase intention of green products: an investigation of the drivers and moderating variables. Elixir International Journal, 1, 14503-14509.
• Netemeyer, R.G., Bearden, W.O. & Sharma, S. (2003). Scaling Procedures: Issues and Applications. Sage Publications, London.
• Önen, V. (2018) Analysis of associations between brand trust brand loyalty and brand preference: stationery industry application. Journal of Business Research-Türk, 10(2), 609-626.
• Onurlubaş, E. Yıldız, E. Yıldız, S. and Dinçer, D. (2017) Determining The Factors Affecting Consumers' Green Purchasing Behaviors: The Case of Bursa Province, III. IBANESS Congress Series –Edirne/Turkey, March 04-05, 2017, 282-297.
• Özaltın Türker, G. & Türker, A. (2013) Determining the factors effecting customer loyalty in GSM operators sector: an application among the university students. Electronic Journal of Vocational Colleges, 49-67.
• Özdamar, K. (2003). Modern Scientific Research Methods. Kaan Bookstore, Eskişehir.
• Öztürk, D. and Karakaş, G. (2016) Analysis of the factors affecting the mobile phone purchasing decisions of university students in Turkey city of Ordu example. Journal of Life Economics, DOI: http://dx.doi.org/10.15637/jlecon.121, 23-41.
• Raykov, T. & Marcoulides, G.A. (2000). A First Course In Structural Equation Modeling. Lawrence Erlbaum Associates, Inc.
• Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23–74.
• Sekeran, U. (2003). Research Methods for Business A Skill Building Approach, 4. Edition, Hermitage Edition.
• Selvi, S. (2007), Customer Loyalty, First Edition, Ankara: Detay Publishing
• Şimşek, G.G. & Noyan, F. (2009). A model of brand loyalty in Turkish cellular phone market. METU Studies in Development, 36, 121-159.
• Stewens, J. (1996). Applied Multivariate Statistics For The Social Science (Third Edition). New Jersey: Lawrence Erlbaum Associates.
• Tabachnick, B.G. & Fidell, L.S. (2007). Using Multivariate Statistics. Fifth Edition Pearson Education. Inc.
• Tinne, W.S. (2011). Factors affecting impulse buying behavior of consumers at superstores in Bangladesh. ASA University Review, 5(1), 209-220.
• Tsao, H. & Chen, L. (2005). Exploring brand loyalty from the perspective of brand switching costs. International Journal of Management, 33(3), 436-41.
• Ünal, S., Deniz, E. & Akın, N. (2019) Determining the factors that influence the intention to purchase luxury fashion brands of young consumers. Ege Academic Review, 19(2), 221-236, Doi: 10.21121/eab.511806.
• Vieira, A. L. (2011). Interactive LISREL In Practice: Getting Started With A SIMPLIS Approach. London: Springer Heidelberg Dordrecht.
• Wahyudi, A., Kuwornu, J.K.M., Gunawan, E., Datta, A. & Nguyen, L.T. (2019) Factors influencing the frequency of consumers’ purchases of locally-produced rice in Indonesia: a poisson regression analysis. Agriculture, 9, 117, 1-17; DOI:10.3390/agriculture9060117.
• Yakup, D. & Jablonsk, S. (2012). Integrated approach to factors affecting consumers purchase. Global Journal of Management and Business Research, 12(15), 60-87.
• Yayla, H.E. & Cengiz, E. (2006). A suggestion of structural model on satisfaction level of clients and perceived service quality from accounting bureaus–II. Journal Accounting and Finance, 31: 175-183.
• Yılmaz, E., Oraman, Y. & İnan, İ.H. (2009). Determination of consumer behaviour dynamics relating to food products: “Trakya region example”. Journal of Tekirdag Agricultural Faculty, 6, (1), 1-10
• Yılmaz, H. (2019). Adaptation of spitefulness scale to Turkish culture and relationship of vengeance with demographic factors, E-International Journal of Educational Research, 10(1), 50-66, DOI: 10.19160/ijer.533654.
• Yu, T. & Richardson, J.C. (2015). An exploratory factor analysis and reliability analysis of the Student Online Learning Readiness (SOLR) Instrument. Online Learning, 19(5), 120-141.
• Yücel, N. (2010). Mağaza markalı ürünlere yönelik tüketicilerin satın alma davranışları üzerine bir araştırma. KMÜ Sosyal ve Ekonomik Araştırmalar Dergis, 12 (19), 95-105.
• Yüksel, H.F. (2016). Factors affecting purchase intention in youtube videos. Bilgi Ekonomisi ve Yönetimi Dergisi, 11(2), 33-47.