Karar Verme Sürecinde Tüketici Karmaşası (Kaosu): Ölçek Geliştirme

Abstract

The purpose of this study is to improve the existing stimuli-based consumer confusion scales to include confusion that stems from personal characteristics and situational factors.Focus group interviews are carried out in order to indentify the items that will be used in the scale, as well as literature review. To simplify the questionnaire, including items that have face and content validity, a pilot study is held and the EFA has been performed to determine the items that will be deleted. In the main survey, the simplified questionnaire is administered to consumers and collected data were analysed, again, by EFA and the items in the scale loaded on four factors. These factors are named as; confusion by the existence-opinions of others, confusion by personal characteristics, price confusion and product confusion.CFA has been performed to test the reliability and validity of the proposed model. As a result, the first two dimenions are found to be as main indicators of consumer confusion.