THE SCALE FOR THE ATTITUDES OF CUSTOMERS TOWARDS PURCHASING TENDENCY WITHIN THE CONTEXT OF BUSINESS, MARKETING AND SALES OFFICERS' GENDERS: A VALIDITY AND RELIABILITY STUDY
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Tarih
2020
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info:eu-repo/semantics/openAccess
Özet
The purpose of the study is to develop a scale that will allow measuringthe attitudes of customers towards purchasing tendency within the context of thebusiness, marketing and sales officers' genders. Items were developed by therelated literature, and content validity was determined through the opinions of28 field experts. The participants of the study consist of 511 consumers whoshopped at corporate or brand business stores that were selected throughjudgemental sampling method in the city centre of Niğde between 01-31December 2019. As a result of the exploratory factor analysis conducted to ensurethe construct validity of the scale, a four-factor structure consisting of 16 itemswas obtained. Cronbach alpha reliability coefficient for the whole scale was foundas .894. Confirmatory factor analysis results, which were carried out tounderstand whether this structure fitted the sample data, showed that the fitindex of the scale was at an acceptable level. Based on the findings of the study, itcan be stated that the scale is valid and reliable, and that it can be used to analysecustomers' attitudes towards purchasing tendency within the context of thegenders of business, marketing and salespeople in corporate business (brand)stores.
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Kaynak
Business and Management Studies: An International Journal
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
3
