Business & Management Studies: An International Journal

Yazarlar: Ruhan İRİ

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Özet: The purpose of the study is to develop a scale that will allow measuring the attitudes of customers towards purchasing tendency within the context of the business, marketing and sales officers' genders. Items were developed by the related literature, and content validity was determined through the opinions of 28 field experts. The participants of the study consist of 511 consumers who shopped at corporate or brand business stores that were selected through judgemental sampling method in the city centre of Niğde between 01-31 December 2019. As a result of the exploratory factor analysis conducted to ensure the construct validity of the scale, a four-factor structure consisting of 16 items was obtained. Cronbach alpha reliability coefficient for the whole scale was found as .894. Confirmatory factor analysis results, which were carried out to understand whether this structure fitted the sample data, showed that the fit index of the scale was at an acceptable level. Based on the findings of the study, it can be stated that the scale is valid and reliable, and that it can be used to analyse customers' attitudes towards purchasing tendency within the context of the genders of business, marketing and salespeople in corporate business (brand) stores.     

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