Adaptation of Online Shopping Convenience Scale into Turkish: A Study on Validity and Reliability

Yıl 2024, , 99 - 116, 21.03.2024

Ebru Erdoğan

https://doi.org/10.17753/sosekev.1432640

Cited By: 1

Öz

The purpose of this study is to adapt the Online Shopping Convenience Scale developed by Jiang et al. (2013) into Turkish. The study group for the research consists of 732 consumers who have engaged in online shopping in the last 6 months. Exploratory and confirmatory factor analysis techniques were employed to test the construct validity of the scale. In terms of reliability analysis, Cronbach's alpha and McDonald's omega (ω) reliability coefficients were calculated. Exploratory factor analysis revealed that the items in the online shopping convenience scale were grouped into five factors, similar to the original form, with item factor loadings ranging from .57 to .86. Additionally, the total variance explained by the five factors is 65.61%. In the confirmatory factor analysis, fit indices were calculated to assess the model-data fit, resulting in χ2= 358.12, sd = 109, p <.05; CFI = .956; TLI = .954; RMSEA = .057, [%90 GA- 0.051, 0.064]; SRMR = .041. It was found that the standardized factor loadings of the items in the five-factor online shopping convenience scale ranged from .585 to .828. In addtion, the average variance extracted (AVE) values of the factors were found to range from .50 to .59. In terms of reliability analysis, Cronbach's alpha coefficients ranged from .736 to .841, and McDonald's omega composite reliability coefficients ranged from .746 to .855. As a result of the research, it was concluded that the Turkish version of the Online Shopping Convenience Scale is a valid and reliable instrument that can be used to assess consumers' perceptions of the convenience of online shopping.

Anahtar Kelimeler

Online shopping convenienve, Online shopping, Factor analysis, Scale adaptation

ONLİNE ALIŞVERİŞ KOLAYLIĞI ÖLÇEĞİNİN TÜRKÇEYE UYARLANMASI: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI

Öz

Bu araştırmanın amacı Jiang vd. (2013) tarafından geliştirilen Online Alışveriş Kolaylığı Ölçeğini Türkçeye uyarlamaktır. Araştırmanın çalışma grubu son 6 ay içerisinde online alışveriş yapan toplam 732 tüketiciden oluşmaktadır. Ölçeğin yapı geçerliğini test etmek amacıyla açımlayıcı ve doğrulayıcı faktör analizi teknikleri kullanılmıştır. Güvenirlik analizleri kapsamında Cronbach alfa ve McDonald omega (ω) güvenirlik katsayıları hesaplanmıştır. Birinci çalışma grubundan elde edilen verilerle yapılan açımlayıcı faktör analizi sonucunda online alışveriş kolaylığı ölçeğinde yer alan maddelerin orijinal formunda olduğu gibi beş faktör altında toplandığı görülmüştür. Ayrıca beş faktör tarafından açıklanan toplam varyansın %65.61olduğu ve madde faktör yüklerinin .57 ile .86 arasında değiştiği tespit edilmiştir. İkinci çalışma grubundan elde edilen verilerle yapılan doğrulayıcı faktör analizi sonucunda, model veri uyumunu değerlendirmek amacıyla hesaplanan uyum indekslerinin χ2= 358.12, sd =109, p <.05; CFI = .956; TLI = .954; RMSEA = .057, [%90 GA- 0.051, 0.064]; SRMR = .041 olduğu görülmüştür. DFA sonucunda beş faktörlü online alışveriş kolaylığı ölçeğinde yer alan maddelerin standartlaştırılmış faktör yüklerinin .585 ile .828 arasında değiştiği tespit edilmiştir. Ayrıca, faktörler tarafından açıklanan ortalama varyans değerlerinin (AVE) .50 ile .59 arasında değiştiği belirlenmiştir. Güvenirlik analizleri kapsamında hesaplanan Cronbach alfa katsayılarının .736 ile .841 arasında, McDonald omega bileşik güvenirlik katsayılarının ise .746 ile .855 arasında değiştiği görülmüştür. Araştırma sonucunda, Türkçeye uyarlaması yapılan Online Alışveriş Kolaylığı Ölçeğinin tüketicilerin online alışveriş sürecinin kolaylığına ilişkin algılarını belirlemek amacıyla kullanılabilecek geçerli ve güvenilir bir ölçek olduğu tespit edilmiştir.

Anahtar Kelimeler

Online alışveriş kolaylığı, Online alışveriş, Faktör analizi, Ölçek uyarlama

Teşekkür

Doktora Tez Danışmanın Doç.Dr. Abit Bulut'a teşekkür ederim.

Kaynakça

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