摘要：The main objective of this study was to determine the factors that affect the mobile phonepurchasing behavior of university students between the ages of 18-25. In this regard, factor analysis wasapplied to the data acquired via face-to-face survey method from 400 students enrolled at the OrduUniversity Ünye Faculty of Economics and Administrative Sciences. Exploratory factor analysis,reliability analysis and corrective factor analysis were carried out respectively for the construct validityof the factor analysis. Kaiser – Mayer – Olkin and Bartlett criterion was used to test the suitability of thevariables in the factor analysis as well as to test the sample size (KMO;0,808;P<0.01). Measurementresults put froth that the samples were sufficient for factor analysis. Exploratory factor analysis put fortha structure of 11 items and 4 factors. These factors explain 66,27% of the total variance. The CronbachAlpha coefficient obtained as a result of the reliability analysis carried out to test the consistency of theexploratory factor analysis was calculated as 0.80 which put forth that the test was consistent. The factorsdetermined via exploratory factor analysis were tested using confirmatory factor analysis in order to testthe suitability between the hypothesis and factor structures. The consistency values obtained as a result ofconfirmatory factor analysis were calculated as 3.036 for CMINDF, 0.070 for RMSEA, 0.94 for GFI and0.93 for CFI. All factors were determined to be statistically significant and it was concluded as a result ofthe fit indexes that the model has a good fit. In conclusion, the factors effective in the mobile phonepurchasing behavior of students were collected under four headings. These are the properties of themobile phone, service, brand and price factors
关键词：Mobile phone; university students; the purchasing decision; confirmatory factor;analysis
