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E-MÜŞTERİ ALGILARI ÖLÇEĞİ: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI

Yıl 2017, Cilt: 3 Sayı: 2, 15 - 31, 20.12.2017

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.

Kaynakça

  • Akbar, S. ve James, P.T.J. (2014). Consumers’ attitude towards online shopping: Factors influencing employees of crazy domains to shop online. Journal of Management and Marketing Research, 14 (1):1-11.
  • Bianchi; C. ve Andrews, L. (2012). Risk, trust, and consumer online purchasing behaviour: a Chilean perspective. International Marketing Review, 29(3): 253-276.
  • Büyüköztürk, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32: 470-483.
  • Büyüköztürk, Ş. (2012). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum (16. Baskı). Ankara: Pegem Akademi Yayıncılık, 52.
  • Chellappa, R.K. ve Pavlou, P.A. (2002). Consumer trust in electronic commerce transactions. Logistics Information Management, 15 (5/6): 358–368.
  • Chen, S. (2012). The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators. Journal of Retailing and Consumer Services, 19: 202–210.
  • Chuang, S., Lin, F. ve Chin-Chung, T. (2015). An exploration of the relationship between Internet self-efficacy and sources of Internet self-efficacy among Taiwanese university students. Computers in Human Behavior, 48: 147–155.
  • Cyr, D., Hassanein, K., Head, M. ve Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with Computers, 19: 43–56.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2010). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları (Birinci Baskı). Ankara: Pegem Yayıncılık.
  • Doolin, B.,Dillon,S.,Thompson,F. ve Corner,J.L. (2005). Perceived Risk, The Internet Shopping Experience And Online Purchasing Behavior: A New Zealand Perspective. Global Information Management, 13(2): 66–88
  • Eid, M.I. (2011). Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty In Saudi Arabia. Journal of Electronic Commerce Research, 12 (1): 78-93.
  • Flavia´ n, Carlos; Guinaliu, Miguel ve Gurrea, Raquel (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43 (1): 1–14.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.
  • Gefen, D. ve Straubb, D.W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32: 407–424.
  • Hill, W.W. ve Beatty, S.E. (2011). A model of adolescents' online consumer self-efficacy (OCSE). Journal of Business Research, 64(10): 1025–1033.
  • Internet: Gümüşay, B. (2014). Algılama, Bilinçaltı ve Tüketici Davranışı. Pazarlama Türkiye, https://pazarlamaturkiye.com/makale/algilama-bilincalti-ve-tuketici-davranisi/ (15 Nisan 2017).
  • Kim, D.J., Ferrin, D.L. ve Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, 44: 544–564.
  • Lai, F., Griffin, M. ve Babin, B.J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62 (10): 980–986.
  • Nunnally, J. C. ve Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1): 248-292.
  • Odom, M.D., Kumar, A. ve Saunders, L. (2002). Web assurance seals: how and why they influence consumers’ decisions. Journal of Information Systems, 16 (2): 231–250.
  • Park, C. H. ve Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1): 16-29.
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3): 101-134.
  • Peterson, R. (2000). A meta-analysis of variance accounted for and factor loadings in exploratory factor analysis. Marketing Letters, 11: 261–275.
  • Poleretzky, Z., Cohn, R. ve Gimnicher, S.M. (January, 1999). The call center ve e-commerce convergence. Call Center Solutions, 76.
  • Ramanathan, R. (2011). An empirical analysis on the influence of risk on relationships between handling of product returns and customer loyalty in E-commerce. International Journal Production Economics, 130: 255–261.
  • Rose, S., Hair, N. ve Clark, M. (2011). Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, 13: 24–39.
  • Schiffman, L. G. ve Kanuk, L. L. (2000). Consumer Behaviour, Seventh Ed., Prentice-Hall: New Jersey, p:153.
  • Srinivasan, S.S., Andersona, R. ve Ponnavolub, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78: 41–50.
  • Tax, S.S., Brown, S.W. ve Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2): 60-76.
  • Wu, I. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33: 166–176.
  • Zeithaml, V.A., Parasuraman, A. ve Malhotra, A. (2000). A conceptual framework for understanding e-service quality: Implications for future research and managerial practice. MSI Working Paper Series 00-115:1-49 Cambridge, Massachusetts, ABD.

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

Yıl 2017, Cilt: 3 Sayı: 2, 15 - 31, 20.12.2017

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.

Kaynakça

  • Akbar, S. ve James, P.T.J. (2014). Consumers’ attitude towards online shopping: Factors influencing employees of crazy domains to shop online. Journal of Management and Marketing Research, 14 (1):1-11.
  • Bianchi; C. ve Andrews, L. (2012). Risk, trust, and consumer online purchasing behaviour: a Chilean perspective. International Marketing Review, 29(3): 253-276.
  • Büyüköztürk, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32: 470-483.
  • Büyüköztürk, Ş. (2012). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum (16. Baskı). Ankara: Pegem Akademi Yayıncılık, 52.
  • Chellappa, R.K. ve Pavlou, P.A. (2002). Consumer trust in electronic commerce transactions. Logistics Information Management, 15 (5/6): 358–368.
  • Chen, S. (2012). The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators. Journal of Retailing and Consumer Services, 19: 202–210.
  • Chuang, S., Lin, F. ve Chin-Chung, T. (2015). An exploration of the relationship between Internet self-efficacy and sources of Internet self-efficacy among Taiwanese university students. Computers in Human Behavior, 48: 147–155.
  • Cyr, D., Hassanein, K., Head, M. ve Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with Computers, 19: 43–56.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2010). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları (Birinci Baskı). Ankara: Pegem Yayıncılık.
  • Doolin, B.,Dillon,S.,Thompson,F. ve Corner,J.L. (2005). Perceived Risk, The Internet Shopping Experience And Online Purchasing Behavior: A New Zealand Perspective. Global Information Management, 13(2): 66–88
  • Eid, M.I. (2011). Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty In Saudi Arabia. Journal of Electronic Commerce Research, 12 (1): 78-93.
  • Flavia´ n, Carlos; Guinaliu, Miguel ve Gurrea, Raquel (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43 (1): 1–14.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.
  • Gefen, D. ve Straubb, D.W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32: 407–424.
  • Hill, W.W. ve Beatty, S.E. (2011). A model of adolescents' online consumer self-efficacy (OCSE). Journal of Business Research, 64(10): 1025–1033.
  • Internet: Gümüşay, B. (2014). Algılama, Bilinçaltı ve Tüketici Davranışı. Pazarlama Türkiye, https://pazarlamaturkiye.com/makale/algilama-bilincalti-ve-tuketici-davranisi/ (15 Nisan 2017).
  • Kim, D.J., Ferrin, D.L. ve Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, 44: 544–564.
  • Lai, F., Griffin, M. ve Babin, B.J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62 (10): 980–986.
  • Nunnally, J. C. ve Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1): 248-292.
  • Odom, M.D., Kumar, A. ve Saunders, L. (2002). Web assurance seals: how and why they influence consumers’ decisions. Journal of Information Systems, 16 (2): 231–250.
  • Park, C. H. ve Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1): 16-29.
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3): 101-134.
  • Peterson, R. (2000). A meta-analysis of variance accounted for and factor loadings in exploratory factor analysis. Marketing Letters, 11: 261–275.
  • Poleretzky, Z., Cohn, R. ve Gimnicher, S.M. (January, 1999). The call center ve e-commerce convergence. Call Center Solutions, 76.
  • Ramanathan, R. (2011). An empirical analysis on the influence of risk on relationships between handling of product returns and customer loyalty in E-commerce. International Journal Production Economics, 130: 255–261.
  • Rose, S., Hair, N. ve Clark, M. (2011). Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, 13: 24–39.
  • Schiffman, L. G. ve Kanuk, L. L. (2000). Consumer Behaviour, Seventh Ed., Prentice-Hall: New Jersey, p:153.
  • Srinivasan, S.S., Andersona, R. ve Ponnavolub, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78: 41–50.
  • Tax, S.S., Brown, S.W. ve Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2): 60-76.
  • Wu, I. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33: 166–176.
  • Zeithaml, V.A., Parasuraman, A. ve Malhotra, A. (2000). A conceptual framework for understanding e-service quality: Implications for future research and managerial practice. MSI Working Paper Series 00-115:1-49 Cambridge, Massachusetts, ABD.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Vildan Ateş

Yayımlanma Tarihi 20 Aralık 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 3 Sayı: 2

Kaynak Göster

APA Ateş, V. (2017). E-MÜŞTERİ ALGILARI ÖLÇEĞİ: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI. Yönetim Bilişim Sistemleri Dergisi, 3(2), 15-31.