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ANALYSIS OF THE FACTORS AFFECTING THE MOBILE PHONE PURCHASING DECISIONS OF UNIVERSITY STUDENTS IN TURKEY CITY OF ORDU EXAMPLE

7 citations0/0 files storedJournal of Life Economics

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Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour Consumer Perception and Purchasing Behavior

Abstract

The main objective of this study was to determine the factors that affect the mobile phone purchasing behavior of university students between the ages of 18-25. In this regard, factor analysis was applied to the data acquired via face-to-face survey method from 400 students enrolled at the Ordu University Ünye Faculty of Economics and Administrative Sciences. Exploratory factor analysis, reliability analysis and corrective factor analysis were carried out respectively for the construct validity of the factor analysis. Kaiser – Mayer – Olkin and Bartlett criterion was used to test the suitability of the variables in the factor analysis as well as to test the sample size (KMO;0,808;P<0.01). Measurement results put froth that the samples were sufficient for factor analysis. Exploratory factor analysis put forth a structure of 11 items and 4 factors. These factors explain 66,27% of the total variance. The Cronbach Alpha coefficient obtained as a result of the reliability analysis carried out to test the consistency of the exploratory factor analysis was calculated as 0.80 which put forth that the test was consistent. The factors determined via exploratory factor analysis were tested using confirmatory factor analysis in order to test the suitability between the hypothesis and factor structures. The consistency values obtained as a result of confirmatory factor analysis were calculated as 3.036 for CMINDF, 0.070 for RMSEA, 0.94 for GFI and 0.93 for CFI. All factors were determined to be statistically significant and it was concluded as a result of the fit indexes that the model has a good fit. In conclusion, the factors effective in the mobile phone purchasing behavior of students were collected under four headings. These are the properties of the mobile phone, service, brand and price factors.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1990Comparative fit indexes in structural models.1974An Index of Factorial Simplicity 1999Evaluating the use of exploratory factor analysis in psychological research.1984Educational Research: An Introduction 1998Structural equation modeling with LISREL, PRELIS, and SIMPLIS basic concepts, applications, and programming 1996Applications of structural equation modeling in marketing and consumer research: A review 2003Scaling Procedures: Issues and Applications

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2023Analysis of the Effect Service Quality on Purchase Decisions through Trust and Word of Mouth

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