E-MÜŞTERİ ALGILARI ÖLÇEĞİ: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI

Öz

Bu araştırmanın amacı, online alışveriş sitelerinden alışveriş yapan müşterilerin bu sitelere yönelik müşteri algılarını kapsayacak şekilde Türkçe E-Müşteri Algıları Ölçeği’ni elde etmektir. Ölçeğin geçerlik ve güvenirlik çalışmaları için 2015-2016 eğitim-öğretim yılı bahar döneminde 553 lisans öğrencinden oluşan bir çalışma grubundan elde edilen veriler kullanılmıştır. Ölçeğin yapı geçerliği açımlayıcı ve doğrulayıcı faktör analizi ile gerçekleştirilmiştir. Verilerin faktör çözümlemesi sonucu 33 madde ile altı farklı alt boyuta (fayda, güvenlik, kişiselleştirme, müşteri ilişkileri, kontrol, risk) ilişkin bağıntıları anlamlı sonuçlar vermiştir. Türkçeye uyarlanmış formun geçerliği yakınsama

 ayırt edici geçerlik teknikleri ile ölçme aracından elde edilen verilerin içtutarlılık anlamındaki güvenirliği ise hem yapı hem de Cronbach Alfa katsayısı ile test edilmiştir. Geçerlik ve güvenirlik çalışmalarının olumlu sonuçlar verdiği görülmüştür. Elde edilen sonuçlar E-Müşteri Algıları Ölçeği’nin geçerli ve güvenilir bir ölçme aracı olduğunu göstermektedir.

Anahtar Kelimeler

• : Online Alışveriş Siteleri,Müşteri Algıları,Ölçek,Geçerlik,Güvenirlik

THE SCALE OF E-CUSTOMER PERCEPTIONS: A STUDY OF VALIDITY AND RELIABILITY

Öz

The purpose of this study is to develop the Turkish E-Customer Perceptions Scale which covers all perceptions of customers who shop from online shopping sites. For the validity and reliability studies of the scale, the data obtained from a study group consisting of 553 undergraduate students in the spring semester of the 2015-2016 academic year were used. The construct validity of the scale was determined by explatory and confirmatory factor analysis. The results of the factor analysis of the data revealed significant results with 33 items and six different sub-dimensions (benefit, security, personalization, customer relationships, control, risk). Reliability of the scale was evaluated based on the Cronbach’s Alpha coefficient and structure reliability scores. In addition to this, the results of construct validity (convergent validity and discriminant validity) based on correlation among sub-dimensions, and on average variance extraction were satisfactory. The results show that the E-Customer Perceptions Scale is a valid and reliable measurement tool.

Anahtar Kelimeler

• Online Shopping Sites,Customers’ Perceptions,Scale,Validity,Reliability

Kaynakça

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