Tüketici Kibiri Ölçeğinin Türkiye ve Romanya’da Çapraz Kültürel Geçerliliği

Öz

Tüketici kibri, tüketici davranışı alan yazınında yeni bir kavramdır. Bununla birlikte, tüketici kibrinin çapraz kültürlerde aynı anlama sahip olup olmadığı hala belirsizdir. Bu yazının amacı tüketici kibri ölçeğinin, toplulukçu kültüre sahip olan ve gelişmekte olan ülkeler olarak kabul edilen Türkiye ve Romanya'da kültürler arası güvenilirliğini ve geçerliliğini test etmektir. Bunun için, 192 Türk ve 176 Romen üniversite öğrencisi üzerinde görgül bir çalışma yürütülmüştür. Ölçeğin kültürler arası geçerliliği, yapısal değişmezlik, metrik ve kovaryans yöntemleriyle test edilmiştir. Ölçüm teorisinin geçerliliğini test etmek için doğrulayıcı faktör analizi kullanılmıştır. Araştırma sonuçları, CA ölçeğinin her bir örneklemdeki verilerle istatistiksel olarak kabul edilebilir uyumu ve iki ülke arasındaki kültürel değişmezliği gösterdiğini ortaya çıkarmıştır. Ayrıca bulgular, CA ölçeğinin ikinci dereceden bir yapı olarak kurulabildiğini ve materyalizm tarafından tahmin edildiğini göstermektedir. Özetle, bu çalışmanın bulguları, ölçeğin Türkiye ve Romanya'daki tüketici kibrini ölçmek için kullanılabileceğini göstermektedir. 

A Cross-Cultural Validation of Consumer Arrogance Scale in Turkey and Romania

Öz

Consumer arrogance (CA) is a new notion in consumer behavior literature. However, it is still unclear if consumer arrogance has the same meaning in cross cultures. The purpose of this paper is to test the cross-cultural validation of the CA scale in Turkey and Romania, which are considered as collectivist cultures and developing countries. An empirical study was conducted on 192 Turkish and 176 Romanian university students. The cross-cultural validation tested via configural, metric and covariance methods. A confirmatory factor analysis was used to test the validity of the measurement theory. The current research demonstrates that CA scale an adequate fit to the data in each sample and across-cultural invariance among two countries. Also, the findings Show that CA scale can be established as a second order construct and it is predicted by materialism. In sum, the findings of this study show that scale can be used to measure consumer arrogance in Turkey and Romania. This paper is the first that examines the reliability and validity of CA scale in a collectivist cultural context by using a student samples.

Anahtar Kelimeler

• Arrogance,Consumer arrogance,Cross-cultural validity,Materialism

Kaynakça

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