Titiz Müşteri Ölçeğinin Türkçe Diline Uyarlanması: Geçerlilik ve Güvenirlik Çalışması

Yıl 2024, Cilt: 26 Sayı: 3, 1181 - 1194, 27.09.2024

Murat Fatih Tuna , İbrahim Yemez

https://doi.org/10.32709/akusosbil.1211739

Öz

Tüketicilerin sahip oldukları bireysel özellikler ve tüketim alışkanlıkları onların satın alma davranışları üzerinde önemli bir etkiye sahiptir. Pazarlamacılar için de tüketicilerin bu özelliklerinin bilinmesi, onlara uygun pazarlama karmasının geliştirilmesi açısından önem arz etmektedir. Dolayısıyla bu çalışmada Cheng, Baumgartner ve Meloy (2021a) tarafından geliştirilen ve 10 ifadeden oluşan Kıl Müşteri Ölçeğinin Türkçeye uyarlanması ve geçerlilik ile güvenirliğinin test edilmesi amaçlanmıştır. Bu amaçla 1-30 Mayıs 2022 tarihlerinde kolayda örnekleme yöntemiyle belirlenmiş, 18 yaşından büyük toplam 237 kişiden online anket tekniği ile veriler toplanmıştır. Verilere ilk olarak SPSS programı aracılığıyla frekans analizi yapılmış ve katılımcıların demografik özellikleri ortaya konulmuştur. Daha sonra SPSS programı ile Açıklayıcı Faktör Analizi yapılmış ve ölçeğin beşer ifadeden oluşan “Kabul Ederek Seçicilik” ve “Reddederek Seçicilik” adlı iki faktörlü yapısı ortaya konulmuştur. AFA sonucunda ölçekte binişi madde ve düşük yük değerli madde olmadığı görülmüştür ve diğer analizler 10 maddelik ölçek üzerinden gerçekleştirilmiştir. Daha sonra AMOS programıyla Doğrulayıcı Faktör Analizi yapılmış ve uyum iyiliği değerleri , X2/df: 1,975 ; GFI=0,949 ; IFI=0,956 ; CFI=0,955 ; RMSEA=0,064 ve RMR=0,061 şeklinde bulunmuş ve ölçeğin verilerle mükemmel derecede iyi uyum gösterdiği ortaya konulmuştur. Son aşamada ise ölçeğe ve faktörlere ait AVE, CR ve Cronbach α katsayılarının istenen aralıklarda skorlara sahip olduğu ortaya konulmuş ve Türkçeye uyarlanan ölçeğin uyum geçerliliği ile ayrışma geçerliliğini sağladığı ve güvenilir olduğu kanıtlanmıştır.

Anahtar Kelimeler

Seçicilik, AFA, DFA, Titiz Müşteri Ölçeği

Adaptation of the Picky Customer Scale to Turkish Language: A Validity and Reliability Study

Öz

The individual characteristics and consumption habits of consumers have a significant impact on their purchasing behavior. For marketers, knowing these characteristics of consumers is important in terms of developing the appropriate marketing mix for them. Therefore, in this study, it was aimed to adapt the Hair Customer Scale, which consists of 10 statements and developed by Cheng, Baumgartner, and Meloy (2021a), into Turkish and to test its validity and reliability. For this purpose, data were collected by online survey technique from 237 people over 18 years of age, who were determined by convenience sampling method on 1-30 May 2022. Frequency analysis was first performed on the data through the SPSS program and the demographic characteristics of the participants were revealed. Then, Explanatory Factor Analysis was performed with the SPSS program, and the two-factor structure of the scale, "Selectivity by Accepting" and "Selectivity by Rejecting", consisting of five statements each, was revealed. As a result of EFA, it was observed that there was no overlapping item and low-load item in the scale, and other analyzes were carried out on a 10-item scale. Then, Confirmatory Factor Analysis was performed with the AMOS program and the goodness of fit values were X2/df: 1,975 ; GFI=0,949 ; IFI=0,956 ; CFI=0,955 ; RMSEA=0,064 and RMR=0,061 it was revealed that the scale fits perfectly well with the data. At the last stage, it was revealed that the AVE, CR and Cronbach α coefficients of the scale and the factors had scores in the desired ranges, and it was proven that the scale adapted to Turkish provided concordance validity and discriminant validity and was reliable.

Anahtar Kelimeler

Choosiness, Picky Shopper Scale, AFA, CFA

Kaynakça

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