Tüketici Kibiri Ölçeğinin Türkiye ve Romanya’da Çapraz Kültürel Geçerliliği

Year 2019, Volume: 19 Issue: 4, 411 - 424, 26.10.2019

Betul Balıkçıoğlu , Müzeyyen Arslan

https://doi.org/10.21121/eab.476419

Cited By: 1

Abstract

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

Abstract

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.

Keywords

Arrogance, Consumer arrogance, Cross-cultural validity, Materialism

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