ANALYSIS OF THE FACTORS AFFECTING THE MOBILE PHONE PURCHASING DECISIONS OF UNIVERSITY STUDENTS IN TURKEY CITY OF ORDU EXAMPLE

Year 2016, Volume: 3 Issue: 1, 23 - 42, 29.01.2016

Derya Öztürk , Güngör Karakaş

https://doi.org/10.15637/jlecon.121

Abstract

The main objective of this study was to determine the factors that affect the mobile phone
purchasing behavior of university students between the ages of 18-25. In this regard, factor analysis was
applied to the data acquired via face-to-face survey method from 400 students enrolled at the Ordu
University Ünye Faculty of Economics and Administrative Sciences. Exploratory factor analysis,
reliability analysis and corrective factor analysis were carried out respectively for the construct validity
of the factor analysis. Kaiser – Mayer – Olkin and Bartlett criterion was used to test the suitability of the
variables in the factor analysis as well as to test the sample size (KMO;0,808;P<0.01). Measurement
results put froth that the samples were sufficient for factor analysis. Exploratory factor analysis put forth
a structure of 11 items and 4 factors. These factors explain 66,27% of the total variance. The Cronbach
Alpha coefficient obtained as a result of the reliability analysis carried out to test the consistency of the
exploratory factor analysis was calculated as 0.80 which put forth that the test was consistent. The factors
determined via exploratory factor analysis were tested using confirmatory factor analysis in order to test
the suitability between the hypothesis and factor structures. The consistency values obtained as a result of
confirmatory factor analysis were calculated as 3.036 for CMINDF, 0.070 for RMSEA, 0.94 for GFI and
0.93 for CFI. All factors were determined to be statistically significant and it was concluded as a result of
the fit indexes that the model has a good fit. In conclusion, the factors effective in the mobile phone
purchasing behavior of students were collected under four headings. These are the properties of the
mobile phone, service, brand and price factors.  

Keywords

Mobile phone, university students, the purchasing decision, confirmatory factor analysis

ANALYSIS OF THE FACTORS AFFECTING THE MOBILE PHONE PURCHASING DECISIONS OF UNIVERSITY STUDENTS IN TURKEY CITY OF ORDU EXAMPLE

Abstract

he main objective of this study was to determine the factors that affect the mobile phone
purchasing behavior of university students between the ages of 18-25. In this regard, factor analysis was
applied to the data acquired via face-to-face survey method from 400 students enrolled at the Ordu
University Ünye Faculty of Economics and Administrative Sciences. Exploratory factor analysis,
reliability analysis and corrective factor analysis were carried out respectively for the construct validity
of the factor analysis. Kaiser – Mayer – Olkin and Bartlett criterion was used to test the suitability of the
variables in the factor analysis as well as to test the sample size (KMO;0,808;P<0.01). Measurement
results put froth that the samples were sufficient for factor analysis. Exploratory factor analysis put forth
a structure of 11 items and 4 factors. These factors explain 66,27% of the total variance. The Cronbach
Alpha coefficient obtained as a result of the reliability analysis carried out to test the consistency of the
exploratory factor analysis was calculated as 0.80 which put forth that the test was consistent. The factors
determined via exploratory factor analysis were tested using confirmatory factor analysis in order to test
the suitability between the hypothesis and factor structures. The consistency values obtained as a result of
confirmatory factor analysis were calculated as 3.036 for CMINDF, 0.070 for RMSEA, 0.94 for GFI and
0.93 for CFI. All factors were determined to be statistically significant and it was concluded as a result of
the fit indexes that the model has a good fit. In conclusion, the factors effective in the mobile phone
purchasing behavior of students were collected under four headings. These are the properties of the
mobile phone, service, brand and price factors.  

Keywords

Mobile phone, university students, the purchasing decision, confirmatory factor analysis

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