Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 2149-3871 Nevşehir Hacı Bektaş Veli Üniversitesi 10.30783/nevsosbilen.1622495 Consumer Behaviour Tüketici Davranışı Tüketicilerin Aldatılmayı Önleme Motivasyonu Ölçeği'nin türkçeye uyarlanması Adaptation of The Motivation to Avoid Duping Scale into turkish https://orcid.org/0000-0003-4024-2453 Taşçıoğlu Mertcan İSTANBUL MEDENİYET ÜNİVERSİTESİ 03 27 2025 15 1 331 345 01 18 2025 03 06 2025 Copyright © 2011, Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 2011 Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi

Tüketiciler, aldatıcı pazarlama uygulamalarına karşı daha bilinçli bir duruş sergilerken, bu davranışı anlamak ve ölçmek gün geçtikçe daha önemli hale gelmiştir. Bu çalışma, Tüketicilerin Aldatılmayı Önleme Motivasyonu Ölçeği’ni Türkçeye uyarlayarak, Türk tüketicilerinin bu konudaki hassasiyetlerini ölçmek için güvenilir bir araç sunmayı hedeflemektedir. Uyarlama sürecinde, yalnızca birebir dilsel çeviriden ziyade bağlamın da dikkate alınmasına önem verilmiştir. Bu doğrultuda ölçeğin İngilizce orijinal metninden Türkçeye çevirisi sürecinde, yeminli tercüman ve dil uzmanı akademisyenler ve Türk Dili ve Edebiyatı uzmanından yardım alınarak süreç titizlikle yürütülmüş ve önerileriyle zenginleştirilmiştir. Araştırma, çevrim içi anket yöntemiyle 222 katılımcıyla gerçekleştirilmiştir. Doğrulayıcı Faktör Analizi (DFA) sonuçları, ölçeğin orijinal faktör yapısının Türkçe bağlamında da aynı sağlamlığı koruduğunu ortaya koymuştur. Güvenilirlik testleri, ölçeğin yüksek iç tutarlılığa sahip olduğunu kanıtlarken, geçerlilik analizleri tüketicilerin aldatılmayı önleme motivasyonlarını etkili bir şekilde ölçtüğünü göstermiştir. Bu ölçek, yalnızca akademik literatüre önemli bir katkı sunmakla kalmamış, aynı zamanda işletmelerin tüketici güvenini artırmaya yönelik etik stratejiler geliştirmesine zemin hazırlamıştır. Türkçeye uyarlanan ölçeğin son hali tüketicilerin bilinçli ve kendilerini koruma odaklı yaklaşımlarını anlamak için kritik bir araç olarak hem araştırmacılar hem de uygulayıcılar için değerli bir kaynak oluşturmaktadır.

As consumers are becoming more aware of deceptive marketing practices, it has become increasingly important to understand and measure this behavior. This study aims to adapt the Motivation to Avoid Duping Scale into Turkish to provide a reliable tool to measure Turkish consumers' sensitivity to deceptive marketing practices. In the adaptation process, it was important to consider the context rather than just a literal linguistic translation. Accordingly, the process of translating the scale from the original English text into Turkish was meticulously carried out with the help of certified translators, linguistic academics and Turkish Language and Literature expert, and the process was enriched with their suggestions. The research was conducted with 222 participants through online survey method. Confirmatory Factor Analysis (CFA) results revealed that the original factor structure of the scale retained the same robustness in the Turkish context. Reliability tests proved that the scale has high internal consistency, while validity analyses showed that it effectively measures consumers' motivations to avoid duping. This scale has not only made a significant contribution to the academic literature, but also paved the way for businesses to develop ethical strategies to increase consumer trust. The final version of the scale adapted into Turkish is a valuable resource for both researchers and practitioners as a critical tool for understanding consumers' conscious and self-protection-oriented approaches.

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