Conspicuous Consumption Orientation (CCO) Scale to Turkish: A Validity and Reliability Study

Abstract

Conspicuous consumption is individuals' showing their wealth, social status and images through observable products what they consume. Conspicuous Consumption Orientation Scale (CCO) was developed to measure individual differences about consumption by Chaudhuri, Mazumdar and Ghosal (2011). The purpose of the present study is to investigate the reliability and validity of the Turkish version of the Conspicuous Consumption Scale. 484 university students (336 female, 148 male) participated in the study. In order to determine the construct validity of The Conspicuous Consumption Orientation (CCO) scale, exploratory and confirmatory factor analysis was conducted. The factor analysis resulted in one dimension. The Cronbach’s alpha for the CCO scale was .88. The computed test re-test reliability coefficient for the CCO scale was .86. Analysis demonstrated that Conspicuous Consumption Scale (CCO) has a satisfactory level of reliability and validity in university students.

Keywords

• Conspicuous consumption
• Scale
• Validity
• Reliability

Gösterişçi Tüketim Eğilimi Ölçeği’nı̇n (GTE) Türkçe Uyarlaması: Geçerlik ve Güvenirlik Çalışması

Öz

Gösterişçi tüketim bireylerin, tükettikleri görsel olarak gözlemlenebilir ürünler aracılığıyla servetlerini, sosyal durumlarını ve imajlarını göstermesidir. Bu amaçla ortaya koyulan Gösterişçi Tüketim Eğilimi ölçeği, tüketim konusunda kişiler arasındaki bireysel farklılıkların anlamlandırılabilmesi amacıyla Chaudhuri, Mazumdar ve Ghosal (2011) tarafından geliştirilmiştir. Bu çalışmanın amacı, Gösterişçi Tüketim Eğilimi (GTE) ölçeğinin Türkçe formunun geçerlik ve güvenirliğini incelemektir. Araştırmaya 484 üniversite öğrencisi (336 kadın, 148 erkek) katılmıştır. Gösterişçi Tüketim Ölçeği’ne, açımlayıcı ve doğrulayıcı faktör analizi yapılarak faktör yapısını ortaya koyulmaya çalışılmıştır. Faktör analizi sonuçları ölçeği özgün formundaki gibi tek boyutlu bir yapıda olduğunu ortaya koymuştur. Gösterişçi Tüketim Ölçeği için Cronbach Alpha iç tutarlık katsayısı 0,88, test tekrar-test güvenirlik katsayısı ise, 0,86 olarak bulunmuştur. Analizler, GTE ölçeğinin üniversite öğrencileri üzerinde yeterli düzeyde geçerlik ve güvenirlik değerlerine sahip olduğunu göstermiştir.

Anahtar Kelimeler

• Gösterişçi tüketim
• Ölçek
• Geçerlilik
• Güvenirlik

Kaynakça

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