Turkiye Klinikleri Journal of Sports Sciences

.: ORIGINAL RESEARCH
Rekreasyon Ürünlerini Satın Alma Tarzı Ölçeği'nin Geliştirilmesi
Development of Recreation Products Purchase Style Scale
Kerem Yıldırım ŞİMŞEKa, Günnur HASTÜRKa
aRekreasyon Bölümü, Eskişehir Teknik Üniversitesi Spor Bilimleri Fakültesi, Eskişehir, TÜRKİYE
Turkiye Klinikleri J Sports Sci. 2019;11(3):125-37
doi: 10.5336/sportsci.2019-65939
Article Language: TR
Full Text
ÖZET
 Amac: Ulkemizde eğlenceye dayalı rekreasyon hizmeti veren işletmelerin sayısı gun gectikce artmaktadır. Bu sayısal artış beraberinde rekabeti getirmektedir. Rekabette bir adım one gecmek isteyen işletmeler icin tuketicilerin satın alma tarzları onem arz etmektedir. Bu bağlamda araştırmanın amacı, rekreasyon urunlerini satın alan bireylerin satın alma tarzlarını belirleyebilecek bir olcme aracının gecerlik ve guvenirliğini kanıtlamaktır. Gerec ve Yontemler: Araştırmanın evrenini, rekreatif urunleri tuketen tum bireyler oluşturmaktadır. Araştırmaya kolayda orneklemi yontemi ile secilen 304 rekreasyon tuketicisi dahil edilmiştir. Literatur incelemesi sonucunda herhangi bir urunun satın alınma tarzını belirleyen boyutlar olcek kapsamına dahil edilerek gecerlik ve guvenirlik calışması yapılmıştır. Bulgular: Veri analizinde olceğin icerik gecerliği (uzman goruşu) ve yapı gecerliği (6 faktorlu 22 maddeli), yakınsak gecerliği (faktor yuk değeri en duşuk 0,702 en yuksek 0,860) ve ıraksak gecerliği (tum faktorlerde pozitif yonde duşuk, 214 ve orta duzeyde, 614 ilişki) belirlenmiştir. Olcek guvenirliğinin değerlendirilmesinde ise Cronbach alfa katsayısı (,910), madde toplam korelasyonu (en duşuk, 289 en yuksek, 711) ve test-tekrar-test tekniğinden (yuksek duzeyde ilişki) yararlanılmıştır. Ayrıca, olcek doğruluğunun sınanması amacıyla doğrulayıcı faktor analizi kullanılmış ve olceğin uygun uyum indekslerine sahip olduğu saptanmıştır. Sonuc: Yapılan analizler sonucunda, rekreasyon urunlerini satın alan bireylerin satın alma tarzını gecerli ve guvenilir şekilde belirleyebilen bir olcme aracı geliştirilmiştir.

Anahtar Kelimeler: Rekreasyon; pazarlama; satın alma tarzı; ölçek geliştirme; geçerlik ve güvenirlik
ABSTRACT
 Objective: The number of businesses that provide entertainment based recreation service in our country is increasing day by day. This numerical increase brings competition. Consumers' buying ways are important for businesses that want to move one step ahead of the competition. The aim of the research is to prove the validity and reliability of an instrument that can determine the buying ways of individuals who buy leisure products. Material and Methods: Universe of research is all the individuals who consume leisure time products. 304 leisure time consumer selected by convenience sampling method were included. As a result of the literature review, the dimensions determining the buying way of any product or service were included in the scale and validity and reliability studies were made. Results: Data analysis identified content validity (expert opinion) and construct validity (22 factors with 6 factors), convergent validity (the lowest factor of loading value is 0,702 and highest factor is 0,860) and divergence validity ((all factors in the positive direction low, 214 and mid level 614 relationship). Cronbach's Alpha coefficient (910), item total correlation (lowest, 289 highest, 711) and test re-test technique (high level of correlation) was used for assessing scale reliability. In addition, scale accuracy was tested by using confirmatory factor analysis and it was determined that the scale had appropriate adaptation indices. Conclusion: As a result of the analyzes made, an instrument has been developed which can validity and reliability determine the buying style of the individuals who buy leisure products.

Keywords: Recreation; marketing; the buying style; scale development; validity and reliability
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