Çevrim içi Müşteri Hassasiyeti Ölçeği'nin Türkçe'ye Uyarlanması

Abstract

Çevrim içi alışveriş deneyimlerinde müşterilerin hassasiyetlerini doğru bir şekilde ölçmek, işletmelerin stratejik kararlarında ve akademik çalışmalarda giderek daha büyük bir rol oynamaktadır. Bu çalışmada, Çevrim içi Müşteri Hassasiyeti Ölçeği’nin Türkçe’ye uyarlanması ve bu bağlamda geçerlilik ve güvenilirliğinin test edilmesi hedeflenmiştir. Uluslararası geçerliliği olan bir ölçeğin Türk tüketicileri bağlamında kullanılabilir hale getirilmesi için dilsel ve bağlamsal uyarlama süreçleri dikkatle yürütülmüştür. Ölçek maddeleri uzmanların görüşleriyle geri-çeviri yöntemiyle Türkçeleştirilmiş, ardından dil ve anlam eşdeğerliğini değerlendirilip ölçeğin son uyarlanmış hali oluşturulmuştur. Araştırma verisi, çevrim içi alışveriş deneyimi olan 257 katılımcıdan toplanmış ve Doğrulayıcı Faktör Analizi (DFA) kullanılarak ölçeğin faktör yapısı incelenmiştir. Bulgular, ölçeğin orijinal yapısını koruduğunu ve Türkçe Çevrim içi Müşteri Hassasiyeti Ölçeği'nin çevrim içi alışveriş davranışlarının incelenmesinde güvenilir ve geçerli bir araç olarak kullanılabileceğini göstermektedir. Çalışma, pazarlama literatürüne Türkçe ölçüm araçlarının eklenmesine katkı sağlamakta ve çevrim içi müşteri davranışlarının daha derinlemesine araştırılmasına olanak tanımaktadır.

Keywords

• Ölçek Uyarlama
• Çevrim içi Tüketici Davranışı
• Müşteri Hassasiyeti

Adaptation of the Online Susceptibility Scale into Turkish

Abstract

Accurately measuring customer susceptibility to online shopping experiences plays an increasingly large role in businesses' strategic decisions and academic studies. This study aims to adapt the Online Susceptibility Scale into Turkish and test its validity and reliability in this context. Linguistic and contextual adaptation processes were carefully carried out to make an internationally valid scale usable in the context of Turkish consumers. The scale items were back-translated into Turkish with the opinions of experts, and then the final adapted version of the scale was created by evaluating the linguistic and semantic equivalence. The research data was collected from 257 participants with online shopping experience, and the factor analysis of the scale was analyzed using the Confirmatory Factor Analysis (CFA). The findings indicate that the scale retains its original structure and that the Turkish Online Susceptibility Scale can be used as a reliable and valid instrument to examine online shopping behaviors. The study contributes to the addition of a Turkish scale to the marketing literature and allows for a more in-depth investigation of online shopper behaviors.

Keywords

• Scale Adaptation
• Online Consumer Behavior
• Customer Susceptibility

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