TURKISH VALIDITY AND RELIABILITY STUDY OF THE IMPACT OF DIGITAL MARKETING ON THE INTENSITY TO PURCHASE SPORTS GOODS

Abstract

Aim: In this study, it is aimed to adapt the “Scale of the Effect of Digital Marketing on the Intention to Purchase Sporting Goods” to Turkish language and culture. The measurement tool provides an opportunity to segment about the effects of the sales made in the field of "Digital Marketing" for individuals who provide digital marketing services and who will do research in the field of digital marketing, on the intentions of individuals to purchase sports products. Since there is no measurement tool in the Turkish literature that can evaluate the extent to which digital marketing affects the purchase intention of sports products, it is thought that this research will contribute to the field. Method: The research population consists of a total of 386 people selected by convenience sampling method from the provinces of Eskişehir and Ankara. Results: Confirmatory Factor Analysis (CFA) was used to test the structure of the scale. As a result of the analysis, it was revealed that the values of the scale were above the values given for compliance in the literature and were in a positive harmony. At the same time, the construct validity of the scale was tested. The Cronbach Alpha (0.888) internal consistency coefficient for the reliability of the scale, which consists of 4 dimensions and 15 questions, is above the values specified in the literature. Conclusion: According to the findings, it has been determined that the "Effect of Digital Marketing Scale on the Intention to Buy Sports Products" is a valid and reliable measurement tool. Therefore, it was concluded that the measurement tool, which shows the necessary psychometric properties for Turkish language and culture, can be used for event participants in Turkey.