Example of the Adaptation Process of the Scales to Turkish: Variables Affecting the Intention to Purchase from E-Marketplace

Öz

As one of the results of globalization, the need for the scales developed in one society to be used in other societies has begun. Although this practice is seen as a natural process in terms of the universality of science, it has brought new problems with it. The process of standardizing measurement instrument is the most important one. In adapting a developed scale to another society, it is possible to encounter barriers due to language and even cultural differences. Therefore, the adaptation process is an important step that forms the basis of the research. The adaptation process consists of 6 stages. It starts with decision making and ends with field testing. In this study, trusting disposition scale (Gefen & Straub, 2004), past experience scale (Pavlou & Gefen, 2004), advertising value scale (Ducoffe, 1995), word-of-mouth communication scale (Shumann et al., 2010) developed in different languages and cultures and tests in the process of adapting the purchase intention scale (Kim & Park, 2013) into Turkish. Past experience and word-of-mouth communication as a result of adaptations explain purchasing customers; it has been determined that the value of word-of-mouth communication in terms of explaining purchasing consumption is approximately twice the value of past experience. In other words, it can be said that consumers' suggestions and references on digital platforms are effective in their purchasing decisions.

Anahtar Kelimeler

• Scale Adaptation
• Purchase Intention
• E-Marketplace

Ölçeklerin Türkçeye Uyarlama Süreci Örneği: E- Pazaryerinden Satınalma Niyetini Etkileyen Değişkenler

Öz

Küreselleşme ile birlikte, bir toplumda geliştirilen ölçeklerin başka toplumlarda da kullanılmasına ihtiyaç duyulmaya başlanmıştır. Bu uygulama, bilimin evrenselliği açısından her ne kadar doğal bir süreç olarak görülse de beraberinde yeni problemler getirmiştir. Ölçme araçlarının standartlaştırılma süreci bunlardan en önemlisidir. Geliştirilen bir ölçeğin başka bir topluma uyarlanmasında dil ve hatta kültür farklılığına bağlı engellerle karşılaşılması söz konusudur. Bu nedenle uyarlama süreci, araştırmanın temelini oluşturan önemli bir basamaktır. Uyarlama süreci 6 aşamadan meydana gelmektedir. Karar vermeyle başlar saha testi ile son bulur. Bu çalışmada farklı dil ve kültürlerde geliştirilmiş olan güven eğilimi ölçeği (Gefen ve Straub, 2004), geçmiş deneyim ölçeği (Pavlou ve Gefen, 2004), reklam değeri ölçeği (Ducoffe, 1995), ağızdan ağıza iletişim ölçeği (Shumann vd., 2010) ve satınalma niyeti ölçeğinin (Kim ve Park, 2013) Türkçeye uyarlama sürecindeki testlere yer verilmiştir. Uyarlamalar sonucunda geçmiş deneyim ve ağızdan ağıza iletişimin satınalma niyetini açıkladığı; satınalma niyetini açıklama açısından ağızdan ağıza iletişimin katsayısının, geçmiş deneyim katsayısının yaklaşık iki katı olduğu tespit edilmiştir. Yani tüketicilerin dijital platformlarda, çevresindekilerin öneri ve referanslarının satınalma kararlarında etkili olduğu söylenebilir.

Anahtar Kelimeler

• Ölçek Uyarlama
• Satınalma Niyeti
• E- Pazaryeri

Kaynakça

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