Fiyat Algılamasının Boyutları Arasındaki İlişkilerin Yapısal Eşitlik Modeli ile İncelenmesi

Fiyat algılamasını anlayabilmek için, fiyat algılamasının boyutlarının incelenmesi oldukça önemlidir. Birçok önemli araştırmada fiyatın rasyonel ve psikolojik unsurları değişik şekillerde ele alınmıştır. Bu çalışmanın temel amacı, rasyonel ve psikolojik yönleriyle gerçekleşen fiyat algılamasının karmaşık yapısını açıklamaya çalışmaktır. Veriler İstanbul'da Migros ve Gima gibi büyük perakendeci mağazalardan alışveriş eden 600 cevaplayıcıdan elde edilmiştir. Daha önce yapılan çalışmalarda kullanılan ölçeklerden ve grup görüşmesi yapılarak elde edilen değişkenler ile fiyat algılamasını ölçmeye yönelik batarya oluşturulmuştur. Araştırmanın amaçlan doğrultusunda araştırma hipotezleri yapısal eşitlik modeli aracılığı ile test edilmiştir.

Examining the Relationship Between Dimensions of Price Preception by Structural Equation Modeling

In order to understand the concept of price perception it is important to examine the various dimensions of this construct. In the literature, rational and psychological aspects of price have been studied from different perspectives. Thus, the purpose of this study is to explain the complex structure of rational and psychological price perception. Data were collected from six hundred respondents shopping from Migros and Gima hypermarkets in Istanbul in order to meet this aim. A multi item scale was developed from various existing scales and through focus group interviews to measure price perception. Structural equation modeling was used to test research hypotheses.

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