Görüntüleme
25
İndirme
8
Alanyazın incelendiğinde, satış noktası teşhir araçları ile ilgili çok fazla ölçüm aracı olmadığı göze çarpmaktadır. Bu bulgudan hareketle, bu araştırmada Felix Horstmann tarafından geliştirilen Satış Noktası Teşhir Araçları Tutumu Ölçeğinin Türkçeye uyarlanması amaçlanmaktadır. Çalışma kolayda örnekleme sonucu seçilen 512 katılımcı ile gerçekleştirilmiştir. Çalışmada ölçeğin yapı geçerliği için, açımlayıcı ve doğrulayıcı faktör analizleri uygulanmıştır. Gerçekleştirilen açımlayıcı faktör analizi ile toplam açıklanan varyansın %81,532 olduğu saptanmıştır. KMO örneklem uygunluk katsayısı ,881 bulunmuştur. Güvenirlik çalışması sonucunda Cronbachalfa katsayısı ölçeğin bütünü için ,963, teşhirin uyumu için ,962, teşhirin sunumu için ,942, teşhirin rengi için ,928 olarak hesaplanmıştır. Doğrulayıcı faktör analizinde ölçek 3 boyutlu olarak düşünüldüğünde, standart uyum indeksleri kabul edilebilir derece çıkmıştır. Sonuç olarak, 3 faktörden ve 15 maddeden oluşan ölçüm aracı, Türk araştırmacıların kullanımına hazır hâle getirilmiştir.
When literature is examined, it is seen that there is not much measurement tool related to the point of purchase display tools. Based on this finding, it is aimed to adapt the Shopper’s Attitude toward The Point of Purchase Displays Scale developed by Felix Horstmann into Turkish. In this study, the measurement tool was translated into Turkish. 512 participants selected by convenience sampling participated in the study. For the construct validity of the scale, exploratory and confirmatory factor analysis was applied. As a result of exploratory factor analysis, it was found that the total proven variance was 81,532%. KMO sample compliance coefficient was found to be 881. As a result of the reliability study, Cronbach's alpha coefficient was found to be 963 for the whole scale. It was also calculated as 962 for display harmony, 942 for display presentation, and 928 for display color. When the scale was considered as 3 dimensions in the confirmatory factor analysis, the standard fit indexes were acceptable. As a result, a 3-factor 15-item measurement tool was made available to Turkish researchers.
When literature is examined, it is seen that there is not much measurement tool related to point of purchase display tools. Based on this finding, it is aimed to adapt the Shopper’s Attitude toward The Point of Purchase Displays Scale developed by Felix Horstmann into Turkish. In this study, the measurement tool was translated into Turkish. 512 participants selected by convenience sampling participated in the study. For the construct validity of the scale, exploratory and confirmatory factor analysis was applied. As a result of exploratory factor analysis, it was found that the total evidenced variance was 81,532%. KMO sample compliance coefficient was found to be 881. As a result of the reliability study, Cronbach's alpha coefficient was found to be 963 for the whole scale. It was also calculated as 962 for display harmony, 942 for display presentation, and 928 for display color. When the scale was considered as 3 dimensions in the confirmatory factor analysis, the standard fit indexes were acceptable. As a result, a 3-factor 15-item measurement tool was made available to Turkish researchers.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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