YERLİ FAST-FOOD RESTORANLARIN TERCİH NEDENLERİNE İLİŞKİN ÖLÇEK GELİŞTİRME

Öz

Bu araştırmanın amacı Yerli Fast-Food (YFF) restoranlarının tercih nedenlerine ilişkin bir tutum ölçeği geliştirmektir. 705 geçerli anket rastgele olarak ikiye bölünerek kullanılmıştır. İlk olarak, birinci veri seti üzerinde (n1=350) Paralel Analiz Testi ve Açıklayıcı Faktör Analizi (AFA) uygulanmıştır. Communalities değerleri 0,50’den küçük olan ve faktör yükü almayan 11 ifade ölçekten çıkartılmıştır. Ölçekte kalan 10 ifade dört faktör altında toplanmıştır. Paralel Analiz Yöntemi ile boyut sayısının araştırılması yapılmış, boyut sayısı AFA ile test edilerek doğrulanmıştır. Her bir Faktör için AFA ile genel değerlendirme yapılmıştır. Bu faktörler “menü”, “hizmet”, “yöresellik” ve “porsiyon” dur. İkinci olarak, ikinci veri setine (n2=355) Doğrulayıcı Faktör Analizi (DFA) uygulanmıştır. Değişkenlerin t değerinin ±1,96’dan büyük olmasından dolayı bütün faktörlerin ilgili değişkenler tarafından açıklandıkları belirlenmiştir. Son olarak ise Ölçme Değişmezliğinin belirlenmesi için DFA ile şekilsel, metrik-zayıf, ölçek, katı ve kısmi değişmezlik analizleri yapılarak modellerin karşılaştırılması yapılmıştır. Analizlerde bu olumsuz ifadelerin ters kodlamasının yapılması gerekmektedir. Bu 10 ifadenin faktörleşmesinin geçerlilik ve güvenilirliklerinin sağlandığı, YFF ürün ve restoran tercihleriyle ilgili gelecekte yapılacak araştırmalarda da kullanılabileceği belirtilebilir.

Anahtar Kelimeler

• Yerli fast food
• restoran seçimi
• ölçek geliştirme
• tüketici tutumları

A SCALE DEVELOPMENT STUDY FOR PREFERENCES OF LOCAL FAST-FOOD RESTAURANT

Öz

This research aims to develop an attitude scale towards preferences of Local Fast- Food (LFF) restaurants. 705 valid questionnaires were used randomly divided into two. At first, Parallel Analysis test and Explanatory Factor Analysis (EFA) were applied to the primary data set (n1=350). 11 items with communalities values less than 0.50 and without factor load were ejected from the scale. The remaining 10 items in the scale were grouped under four factors. The number of dimensions was investigated with the Parallel Analysis method, and the number of dimensions was verified by testing with EFA. These dimensions are “menu”, “service”, “locality” and “portion”. Secondly, Confirmatory Factor Analysis (CFA) was applied to the secondary data set (n2=355). Because the t value of the variables is greater than ±1.96, it was determined that all factors are explained by the relevant variables. Finally, as for that, to determine the measurement invariance, the models were compared by performing configural, metric-weak, scale, solid, and partial invariance analysis with CFA. Negative items should be reverse coded in the analysis. It can be stated that the factorization of these 10 statements ensures reliability and validity and can be used in future research.

Anahtar Kelimeler

• Local fast-food
• restaurant choice
• scale development
• consumer attitudes

Kaynakça

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