E-MÜŞTERİ ALGILARI ÖLÇEĞİ: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI

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

Vildan Ateş

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

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