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

Year 2024, Issue: 97, 99 - 116, 21.03.2024
https://doi.org/10.17753/sosekev.1432640

Abstract

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.

References

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ONLİNE ALIŞVERİŞ KOLAYLIĞI ÖLÇEĞİNİN TÜRKÇEYE UYARLANMASI: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI

Year 2024, Issue: 97, 99 - 116, 21.03.2024
https://doi.org/10.17753/sosekev.1432640

Abstract

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.

Thanks

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

References

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  • Al Kailani, M., & Kumar, R. (2011). Investigating uncertainty avoidance and perceived risk for impacting Internet buying: A study in three national cultures. International Journal of Business and Management, 6(5), 76. https://doi.org/10.5539/ijbm.v6n5p76
  • Babar, A., Rasheed, A., & Sajjad, M. (2014). Factors influencing online shopping behavior of consumers. Journal of Basic and Applied Scientific Research, 4(4), 314-320.
  • Ballerini, J., Yahiaoui, D., Giovando, G., & Ferraris, A. (2023). E-commerce channel management on the manufacturers’ side: Ongoing debates and future research pathways. Review of Managerial Science, 18, 413-447. https://doi.org/10.1007/s11846-023-00645-w
  • Beaton, D. E., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2000). Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, 25(24), 3186-3191.
  • Beauchamp, M. B., & Ponder, N. (2010). Perceptions of retail convenience for in-store and online shoppers. The Marketing Management Journal, 20(1), 49-65.
  • Benoit, S., Klose, S., & Ettinger, A. (2017). Linking service convenience to satisfaction: Dimensions and key moderators. Journal of Services Marketing, 31(6), 527-538. https://doi.org/10.1108/JSM-10-2016-0353
  • Brown, T. A. (2015). Confirmatory factor analysis for applied research (2nd ed.). The Guilford.
  • Brown, T. A., & Moore, M. T. (2012). Confirmatory factor analysis. In R. H. Hoyle (Ed.), Handbook of structural equation modeling (pp. 361-379). Guilford.
  • Brown, L. G., & McEnally, M. R. (1992). Convenience: Definition, structure, and application. Journal of Marketing Management (10711988), 2(2), 47-56.
  • Bryman, A. (2016). Social research methods. Oxford University.
  • Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of The Academy of Marketing Science, 30(4), 411-432. https://doi.org/10.1177/009207002236914
  • Cachero-Martínez, S., & Vazquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60, 102481. https://doi.org/10.1016/j.jretconser.2021.102481
  • Chang, H. H., & Wang, H. W. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333-359. https://doi.org/10.1108/14684521111151414
  • Chen, L., Gillenson, M. L., & Sherrell, D. L. (2002). Enticing online consumers: An extended technology acceptance perspective. Information & Management, 39(8), 705-719. https://doi.org/10.1016/S0378-7206(01)00127-6
  • Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & İnformation Systems, 19(1), 21-36. https://doi.org/10.19030/ijmis.v19i1.9086
  • Clemes, M. D., Gan, C., & Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21(3), 364-375. https://doi.org/10.1016/j.jretconser.2013.08.003
  • Costello, A. B., & Osborne, J. (2005). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical Assessment, Research, and Evaluation, 10(1), 1-9. https://doi.org/10.7275/jyj1-4868
  • De, P., Hu, Y., & Rahman, M. S. (2010). Technology usage and online sales: An empirical study. Management Science, 56(11), 1930-1945. http://www.jstor.org/stable/40959565
  • Delafrooz, N., Paim, L. H., Haron, S. A., Sidin, S. M., & Khatibi, A. (2009). Factors affecting students attitude toward online shopping. African Journal of Business Management, 3(5), 200-209.
  • Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169. https://doi.org/10.1016/j.jretconser.2018.06.007
  • Eryiğit, C., & Fan, Y. (2021). The Effects of Convenience and Risk on E-Loyalty through the Mediating Role of E-Service Quality: A Comparison for China and Turkey. Journal of International Consumer Marketing, 33(5), 613-626. https://doi.org/10.1080/08961530.2021.1879704
  • Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272–299. https://doi.org/10.1037/1082-989X.4.3.272
  • Field, A. (2017). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. John Wiley.
  • Flake, J. K., Pek, J., & Hehman, E. (2017). Construct validation in social and personality research: Current practice and recommendations. Social Psychological and Personality Science, 8(4), 370-378. https://doi.org/10.1177/1948550617693063
  • Flora, D. B., & Flake, J. K. (2017). The purpose and practice of exploratory and confirmatory factor analysis in psychological research: Decisions for scale development and validation. Canadian Journal of Behavioural Science, 49(2), 78–88. https://psycnet.apa.org/doi/10.1037/cbs0000069
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There are 76 citations in total.

Details

Primary Language Turkish
Subjects Behaviour-Personality Assessment in Psychology, Integrated Marketing Communication
Journal Section Articles
Authors

Ebru Erdoğan 0000-0001-6981-8335

Publication Date March 21, 2024
Submission Date February 6, 2024
Acceptance Date March 4, 2024
Published in Issue Year 2024 Issue: 97

Cite

APA Erdoğan, E. (2024). ONLİNE ALIŞVERİŞ KOLAYLIĞI ÖLÇEĞİNİN TÜRKÇEYE UYARLANMASI: GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI. EKEV Akademi Dergisi(97), 99-116. https://doi.org/10.17753/sosekev.1432640