Turkish adaptation of Consumers’ Perceived Value of Sport Games Scale: Spor Karşılaşmalarında Tüketici Değer Algısı Ölçeği’nin Türkçe’ye uyarlama çalışması

İsmail Aktaş; Mehtap AKILLI

doi:10.14687/jhs.v17i4.6079

Authors

İsmail Aktaş https://orcid.org/0000-0002-5471-5787
Mehtap AKILLI https://orcid.org/0000-0002-8444-6864

DOI:

https://doi.org/10.14687/jhs.v17i4.6079

Keywords:

Sport Team Games, Consumer, Perceived Value, Validity, Reliability, Spor Karşılaşmaları, Tüketici, Değer Algısı, Geçerlik, Güvenirlik

Abstract

In addition to competing with each other, sports teams must have the necessary operating income and reach a sufficient fan base in order to sustain their existence. It is known that the perceived value of these individuals, who are considered as consumers, is one of the most important factors in their loyalty to their teams. In this context, in order for sports marketers and managers to reach a strong fanbase, it is necessary to evaluate the perceived value of consumers as an effective parameter. Therefore, in this study, it is aimed to introduce the Consumers’ Perceived Value of Sport Games Scale, which allows evaluating the perceived value of consumers with its multidimensional structure, to the Turkish literature. The research was carried out through analysis of Turkey 2018-2019 season Spor Toto Super League in the two sets of data received from 18 teams fans. Data were obtained from 254 participants for exploratory factor analysis (EFA) and from 202 participants for confirmatory factor analysis (CFA). The EFA results showing that the factor loads of the items that load five different dimensions range from .46 to .87 and the CFA results showing that the RMSEA value is .081 and the other goodness of fit indices are among the acceptable values, showing that the structure tested in Turkish culture is consistent with the original scale. It was observed that the Cronbach alpha coefficients of the relevant sub-dimensions ranged from .83 to .89. As a result, it was understood that the measuring tool whose structure was tested was consistent with the original scale, and in line with the findings, the scale was also valid and reliable in Turkish culture.

Extended English summary is in the end of Full Text PDF (TURKISH) file.

Özet

Spor kulüplerinin, birbirleri ile rekabetlerinin yanı sıra, varlıklarını sürdürebilmeleri için gerekli işletme gelirine sahip olmaları ve bu bağlamda yeterli taraftar kitlesine ulaşmaları gerekmektedir. Tüketici olarak nitelendirilen bu bireylerin değer algılarının ise takımlarına karşı bağlılıklarında en önemli etmenlerden biri olduğu bilinmektedir. Bu bağlamda spor pazarlamacılarının ve yöneticilerin güçlü bir taraftar kitlesine ulaşabilmeleri için tüketicilerin değer algılarını etkin bir parametre olarak değerlendirmeleri gerekmektedir. Dolayısıyla bu çalışmada, çok boyutlu yapısı ile tüketicilerin değer algılarını değerlendirmeye olanak sağlayan Spor Karşılaşmalarında Tüketici Değer Algısı Ölçeği’nin Türkçe literatüre kazandırılması amaçlanmıştır. Araştırmanın analizleri 2018-2019 sezonu Türkiye Spor Toto Süper Lig’de yer alan 18 takım taraftarından alınan iki veri seti aracılığıyla gerçekleştirilmiştir. Açımlayıcı faktör analizi (AFA) için 254, doğrulayıcı faktör analizi (DFA) için 202 katılımcıdan veri alınmıştır. Beş farklı boyuta yük veren maddelerin faktör yüklerinin .46 ile .87 aralığında olduğunu gösteren AFA sonuçları ve RMSEA değerinin .081 olduğunu ve diğer uyum iyiliği indekslerinin de kabul edilebilir değerler arasında olduğunu gösteren DFA sonuçları, Türk kültüründe test edilen yapının orijinal ölçekle tutarlı olduğunu göstermiştir. İlgili boyutların Cronbach alfa katsayılarının da .83 ile .89 aralığında olduğu gözlenmiştir. Sonuç olarak, yapısı test edilen ölçme aracının orijinal ölçekle tutarlı olduğu ve bulgular doğrultusunda ölçeğin Türk kültüründe de geçerli ve güvenilir bir yapıya sahip olduğu anlaşılmıştır.

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