CONSUMER IMPULSIVE BUYING TENDENCY SCALE DEVELOPMENT USING MIXED METHODOLOGY

Yıl 2018, , 125 - 141, 01.12.2018

Ezgi Merdin Uygur

https://doi.org/10.14514/BYK.m.26515393.2018.6/2.125-141

Cited By: 2

Öz

In the domains of marketing and consumer behavior, there has been a paradigmatic shift from fully rational and mechanical human beings towards the dominance of feelings, irrationalities and impulses. Hence, there has been a growing demand for measurement tools capturing the multidimensional nature of buying processes. This study is an attempt to generate a reliable and valid scale to measure the impulsive buying tendency of customers. Impulse buying is of great importance with the technological developments and ease of purchasing. In this paper, the aim is to provide a comprehensive, valid and reliable impulse purchasing scale consisting of multiple dimensions. The steps included the analyses of existing scales, qualitative investigations i.e. focus groups and critical incidences , a small scale pilot study for internal reliability and validity and a large scale quantitative study for scale purification and scale fit. A tridimensional impulsive buying tendency scale has been presented to the literature

Anahtar Kelimeler

Impulse Buying, Scale Development, Multitrait Multimethod Matrix, Confirmatory Factor Analysis

KARMA YÖNTEM KULLANIMI İLE BİR DÜRTÜSEL SATINALMA ÖLÇEĞİ GELİŞTİRİLMESİ

Öz

Pazarlama ve tüketici davranışı yazınlarına bakıldığında, tamamen akılcı karar veren tüketici bireylerden hisleriyle, duygularıyla ve hatta dürtüleriyle karar veren tüketici bireye geçiş yaşanmıştır. Bu geçiş ise tüketicinin daha önce olmadığı kadar komplike ve karmaşık süreçler yaşadığını ortaya çıkarmıştır. Ölçüm yapmak bilimin temel vazifelerinden olduğuna göre deVellis, 2003 , tüketicinin bu karmaşık özelliklerini anlayabilmek de yeni ölçüm ve ölçeklere ihtiyacı arttırmıştır. Bu çalışma, tüketicilerin dürtüsel satınalma eğilimlerinin ölçülebileceği güvenilir ve geçerli bir ölçek sunmaktadır. Halihazırda bulunan ölçek maddeleriyle yetinilmeyerek, iki farklı nitel yöntem ile ölçek ifadeleri geliştirilmiş, pilot çalışmalar ve devamında model uygunluğunu test eden geniş ölçekli anket çalışmaları ile üç boyutlu bir ölçek sunulmuştur

Anahtar Kelimeler

Dürtüsel Satınalma, Ölçek Geliştirme, Çoklu Özellik-Çoklu Yöntem Modeli, Faktör Analizi

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