Adaptation of The Motivation to Avoid Duping Scale into turkish

Year 2025, Volume: 15 Issue: 1, 331 - 345, 27.03.2025

Mertcan Taşçıoğlu

https://doi.org/10.30783/nevsosbilen.1622495

Abstract

As consumers are becoming more aware of deceptive marketing practices, it has become increasingly important to understand and measure this behavior. This study aims to adapt the Motivation to Avoid Duping Scale into Turkish to provide a reliable tool to measure Turkish consumers' sensitivity to deceptive marketing practices. In the adaptation process, it was important to consider the context rather than just a literal linguistic translation. Accordingly, the process of translating the scale from the original English text into Turkish was meticulously carried out with the help of certified translators, linguistic academics and Turkish Language and Literature expert, and the process was enriched with their suggestions. The research was conducted with 222 participants through online survey method. Confirmatory Factor Analysis (CFA) results revealed that the original factor structure of the scale retained the same robustness in the Turkish context. Reliability tests proved that the scale has high internal consistency, while validity analyses showed that it effectively measures consumers' motivations to avoid duping. This scale has not only made a significant contribution to the academic literature, but also paved the way for businesses to develop ethical strategies to increase consumer trust. The final version of the scale adapted into Turkish is a valuable resource for both researchers and practitioners as a critical tool for understanding consumers' conscious and self-protection-oriented approaches.

Keywords

Scale Adaptation, Online Consumer Behavior, Motivation to Avoid Duping

Tüketicilerin Aldatılmayı Önleme Motivasyonu Ölçeği'nin türkçeye uyarlanması

Abstract

Tüketiciler, aldatıcı pazarlama uygulamalarına karşı daha bilinçli bir duruş sergilerken, bu davranışı anlamak ve ölçmek gün geçtikçe daha önemli hale gelmiştir. Bu çalışma, Tüketicilerin Aldatılmayı Önleme Motivasyonu Ölçeği’ni Türkçeye uyarlayarak, Türk tüketicilerinin bu konudaki hassasiyetlerini ölçmek için güvenilir bir araç sunmayı hedeflemektedir. Uyarlama sürecinde, yalnızca birebir dilsel çeviriden ziyade bağlamın da dikkate alınmasına önem verilmiştir. Bu doğrultuda ölçeğin İngilizce orijinal metninden Türkçeye çevirisi sürecinde, yeminli tercüman ve dil uzmanı akademisyenler ve Türk Dili ve Edebiyatı uzmanından yardım alınarak süreç titizlikle yürütülmüş ve önerileriyle zenginleştirilmiştir. Araştırma, çevrim içi anket yöntemiyle 222 katılımcıyla gerçekleştirilmiştir. Doğrulayıcı Faktör Analizi (DFA) sonuçları, ölçeğin orijinal faktör yapısının Türkçe bağlamında da aynı sağlamlığı koruduğunu ortaya koymuştur. Güvenilirlik testleri, ölçeğin yüksek iç tutarlılığa sahip olduğunu kanıtlarken, geçerlilik analizleri tüketicilerin aldatılmayı önleme motivasyonlarını etkili bir şekilde ölçtüğünü göstermiştir. Bu ölçek, yalnızca akademik literatüre önemli bir katkı sunmakla kalmamış, aynı zamanda işletmelerin tüketici güvenini artırmaya yönelik etik stratejiler geliştirmesine zemin hazırlamıştır. Türkçeye uyarlanan ölçeğin son hali tüketicilerin bilinçli ve kendilerini koruma odaklı yaklaşımlarını anlamak için kritik bir araç olarak hem araştırmacılar hem de uygulayıcılar için değerli bir kaynak oluşturmaktadır.

Keywords

Ölçek Uyarlama, Çevrim içi Tüketici Davranışı, Aldatılmayı Önleme Motivasyonu

Ethical Statement

Çalışmada etik dışı bir husus bulunmadığını, araştırma ve yayın etiğine özenle uyulduğunu beyan ederim.

Supporting Institution

Yazar bu makalenin araştırılması, yazılması ve/veya yayınlanması için herhangi bir mali destek almamıştır.

Thanks

Bu çalışma kapsamında ölçeğin İngilizce ve Türkçe çevirilerinde ve Türkçe dil uygunluğunun değerlendirilmesinde verdikleri destekle katkı sağlayan Dr. Öğr. Üyesi Rıfgı Buğra Bağcı, Umut Ünal ve Ercan Saraçoğlu'na teşekkürlerimi sunarım.

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