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

Abstract

The objective of this study was to determine the factors that affect the cell phone purchasing behavior of young people 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 CMİNDF, 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 cell phone purchasing behavior of students were collected under four headings. These are the properties of the cell phone, service, brand and price factors.