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TÜKETİCİLERİN İŞBİRLİKÇİ TÜKETİM ÇERÇEVESİNDE PAYLAŞIM NİYETLERİNİ ETKİLEYEN MOTİVASYONLARIN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Year 2020, Issue: 1 - 19th International Business Congress Special Issue, 506 - 528, 25.12.2020

Deniz Yalçıntaş Ümit Doğrul , Eda Yaşa Özeltürkay

https://doi.org/10.18070/erciyesiibd.846588

Abstract

Modern bilgi teknolojisinin gelişmesi ve kıt kaynakların farkındalığı, gittikçe artan gelişmiş çözümlere, mobil araçlara sınırsız erişime ve tüketici davranışlarında değişikliklere neden olmaktadır. Tüketici ve üreticiler arasındaki sınırların kaybolmasıyla birlikte işbirliğine ve paylaşıma dönüştürülen geleneksel tüketim modelinde değişiklikler gözlenmiş ve yeni bir paylaşım olgusu ortaya çıkmıştır. Bu çalışmanın amacı son zamanlarda gelişmiş ekonomiler başta olmak üzere artan bir tüketim eğilimi olarak işbirlikçi (ortak) tüketim yapma niyetini etkileyen faktörlerin tespit edilmesidir. Bu doğrultuda, oluşturulan anketler 187 kişiye uygulanmış ve araştırma kapsamında geliştirilen hipotezler, kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) ile test edilmiştir. Analizler sonuçlarına göre sadece materyalizmin parasal motivasyonu olumlu yönde etkilediği tespit edilmiştir. Ahlaki motivasyonu etkileyen faktörlerin ise gönüllülük ve girişkenliktir. Materyalizm, gönüllülük ve girişkenliğin sosyal motivasyon üzerine etkisi olduğu da saptanmıştır. Her üç motivasyon faktörü işbirlikçi tüketime yönelik tutumu olumlu yönde etkilemektedir. Ayrıca tutumun ise paylaşma niyetine olumlu etkisi olduğu belirlenmiştir.

Keywords

İşbirlikçi Tüketim Paylaşım Ekonomisi Paylaşım Niyeti

References

  • Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50 (2), 179-211.
  • Ay, C., Yakın, V. ve Kacar, A. İ. (2018). Paylaşım ekonomisi, A’dan Z’ye tüm boyutlarıyla, Ankara: Akademisyen Kitabevi.
  • Ayazlar, R. A. (2018). Paylaşım ekonomisi ve turizm endüstrisine yansımaları. Gaziantep University Journal of Social Sciences, 17(3), 1185-1202.
  • Bardhi, F., ve Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.
  • Belk, R. (2007). Why Not Share Rather Than Own? The ANNALS of the American Academy of Political and Social Science, 611(1), 126–140.
  • Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
  • Benkler, Y. (2004). Sharing Nicely: On shareable goods and the emergence of sharing as a modality of economic production, Yale Law Journal, 114 (November), 273–358.
  • Blumler, J. G. (1979). The role of theory in uses-and-gratifications research, Communication Research, 6 (1), 9-36.
  • Botsman, R. ve Rogers, R. (2011). What’s mine is yours? The rise of collaborative consumption, Harper Collins: London.
  • Bozacı, İ. (2016). Ulaşım ihtiyacını karşılamada işbirlikçi (dayanışmacı) tüketim eğilimi ile ilişkili faktörlerin belirlenmesi: Meslek Yüksekokulu öğrencileri ile gerçekleştirilen bir araştırma, 3rd International Congress on Social Sciences, China to Ardiatic Congress Book: 102-114.
  • Böcker, L., ve Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for ıntended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39.
  • Bucher, E., Fieseler, C., ve Lutz, C. (2016). What's mine is yours (For a nominal fee)–Exploring the spectrum of utilitarian to altruistic motives for internet-mediated sharing. Computers in Human Behavior, 62, 316-326.
  • Buczynski, B. (2013). Sharing is good: How to save money, time and resources through collaborative consumption. Bethesda, USA: New Society Publishers.
  • Cheek, J.M. ve Buss, A.H. (1981). Shyness and sociability, Journal of Personality and Social Psychology, 41 (2), 330-339.
  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences, 2nd ed. Hillsdale, NJ: Erlbaum.
  • Felson, M. ve Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614-624.
  • Flanagan, C. ve Levin, P. (2010). Civic engagement and the transition to adulthood, Future of Children, 20,159-179.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gansky L., (2010). The Mesh: Why the Future of Business Is Sharing, New York: Penguin Books.
  • Gülmez, M., (2019). Üniversite Öğrencilerinin Gönüllülük Davranışları ve Motivasyonları Üzerine Bir Araştırma: Çağ Üniversitesi Örneği, Gençlik Araştırmaları Dergisi, Aralık 2019 7 (Özel sayı), 125-145
  • Gümüş, B., ve Gegez, E. (2017). Değişen tüketici kültüründe yeni trend: ortak tüketim. Pazarlama ve Pazarlama Araştırmaları Dergisi, 20, 155-177.
  • Hair Jr, J. F. (1995). Multiple regression analysis. Multivariate data analysis with readings.
  • Hair, J.F., Ringle, C.M., ve Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
  • Hair J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2014a). Multivariate Data Analyis (7. Ed). Pearson Education International.
  • Hair, J.F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V. (2014b). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool for Business Research. European Business Review, 26, 106-121.
  • Hair Jr, J. F., Sarstedt, M., Ringle, C. M., ve Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. saGe publications.
  • Hamari, J., Sjöklint, M., ve Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of The .Association For İnformation Science And Technology, 67(9), 2047-2059.
  • Henseler, J., Ringle, C. ve Sinkovics, R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. Advances in International Marketing, 20, 277-319.
  • Hogan, R. (1969). Development of an empathy scale. Journal of Consulting and Clinical Psychology, 33, 307-316.
  • Hwang, J. ve Griffiths, M. A. (2017). Share more, drive less: Millennials value perception and behavioral ıntent in using collaborative consumption services. Journal of Consumer Marketing, 34 (2), 132-146.
  • Kacar, A. I., ve Yakin, V. (2018). paylaşım ekonomisi ve değer yaratmak: Kanvas iş modeli örneği. Third Sector Social Economic Review, 53(3), 724.
  • Kiracı, H. (2017). Paylaşım ekonomisi ve ortaklaşa tüketim hareketi (Paylaşım sistemi örnekleriyle), Ankara: Detay Yayıncılık.
  • Kiracı, H. (2017). Ortak tüketim ekseninde paylaşılan/paylaşılamayan varlıklar ve bireylerin paylaşım davranışlarını etkileyen faktörler üzerine bir araştırma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 51-70.
  • Kiracı, H., ve Kayabaşı, A. (2017). Yeni nesil bir ekonomik sistemin ülkemizdeki potansiyeli: paylaşım ekonomisindeki iş modeli örneklerinin irdelenmesi. Uluslararası Afro-Avrasya Araştırmaları Dergisi, 2(4), 75-90.
  • Lamberton, C. P., ve Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
  • Mair, J., ve Reischauer, G. (2017). Capturing the dynamics of the sharing economy: Institutional research on the plural forms and practices of sharing economy organizations. Technological Forecasting and Social Change, 125, 11-20.
  • Marangoz, M., Bayraktaroğlu, F., ve Aydın, A. E. (2017). Tüketimde alternatif bir yaklaşım olarak paylaşım ekonomisi: Ortak kullanım ağlarının içerik analizi ile incelenmesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 134-148.
  • McAlpine, T. (2014). The sharing economy, 40 Credit Union Management, 40- 41.
  • Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.
  • Mun, J. M. (2013). Online collaborative consumption: Exploring meanings, motivations, costs, and benefits, A Dissertation Submitted to the Faculty ofthe Graduate School of the University of Minnesota.
  • Nunnally, J. C. (1978). Psychometric Theory. New York: Mc Graw-Hill.
  • Ong, A.D. ve Van Dulmen, M.H.N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
  • Pizzol, D. H., Ordovás de Almeida, S., ve do Couto Soares, M. (2017). Collaborative consumption: A proposed scale for measuring the construct applied to a carsharing setting. Sustainability, 9(5), 703.
  • Rayna, T. (2008). Understanding the challenges of the digital economy: The nature of digital goods. Communications & Strategies, 71, 13-16.
  • Richins, M. L. ve Dawson, S. (1992). A consumer values orientation for materialism and its measurement: scale development and validation, Journal of Consumer Research, 19, 303-316.
  • Satama, S. (2014). Consumer adoption of access-based consumption services - Case AirBnB, Master Thesis, Aalto University School of Business, Finland.
  • Tosuner, A. (2012). Tüketim davranışının azaltılması için internetin kullanılması: Ortak kullanım ağları, 17. Internet Konferansı, Anadolu Üniversitesi, Eskişehir, Türkiye.
  • Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. In Information and Communication Technologies in Tourism, 817-830.
  • What are the Sustainable Development Goals? (2020, 1 Şubat). Erişim adresi https://www.tr.undp.org/content/turkey/en/home/sustainable-development-goals.html Yakın, V., Kazançoğlu,İ. (2018). Paylaşım Ekonomisi: A’dan Z’ye Tüm Boyutlarıyla, Bölüm Adı: Paylaşım Ekonomisinin Gelişimi, Ankara: Akademisyen Kitabevi.

A RESEARCH ON IDENTFYING THE MOTIVATIONS THAT AFFECT CONSUMERS' SHARING INTENTIONS WITHIN THE FRAMEWORK OF COLLABORATIVE CONSUMPTION

Year 2020, Issue: 1 - 19th International Business Congress Special Issue, 506 - 528, 25.12.2020

Deniz Yalçıntaş Ümit Doğrul , Eda Yaşa Özeltürkay

https://doi.org/10.18070/erciyesiibd.846588

Abstract

The development of modern information technology and awareness of scarce resources by the consumers lead to increasingly advanced solutions, unlimited access to mobile devices and changes in consumer behavior. With the disappearance of the boundaries between consumers and producers, changes were observed in the traditional consumption model, which was turned into cooperation and sharing, and a new sharing phenomenon has emerged. The purpose of this study is to determine the factors that affect consumers’ intention to make collaborative (common) consumption. Especially, in developed economies, this type is accepted as an increasing consumption tendency. Accordingly, the data were gathered from 187 people with online & face to face questionnaire forms and the hypotheses developed within the aim of the research were tested with partial least squares structural equation modeling (PLS-SEM). Results show that, only materialism positively affected monetary motivation. Volunteering and assertiveness are the factors that are affecting moral motivation. It was also stated that materialism, volunteering and entrepreneurship had an impact on social motivation. All three motivation factors positively affect the attitude towards collaborative consumption. In addition, it was determined that the attitude has a positive effect on sharing intention

Keywords

Collaborative Consumption Sharing Economy Sharing Intention

References

  • Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50 (2), 179-211.
  • Ay, C., Yakın, V. ve Kacar, A. İ. (2018). Paylaşım ekonomisi, A’dan Z’ye tüm boyutlarıyla, Ankara: Akademisyen Kitabevi.
  • Ayazlar, R. A. (2018). Paylaşım ekonomisi ve turizm endüstrisine yansımaları. Gaziantep University Journal of Social Sciences, 17(3), 1185-1202.
  • Bardhi, F., ve Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.
  • Belk, R. (2007). Why Not Share Rather Than Own? The ANNALS of the American Academy of Political and Social Science, 611(1), 126–140.
  • Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
  • Benkler, Y. (2004). Sharing Nicely: On shareable goods and the emergence of sharing as a modality of economic production, Yale Law Journal, 114 (November), 273–358.
  • Blumler, J. G. (1979). The role of theory in uses-and-gratifications research, Communication Research, 6 (1), 9-36.
  • Botsman, R. ve Rogers, R. (2011). What’s mine is yours? The rise of collaborative consumption, Harper Collins: London.
  • Bozacı, İ. (2016). Ulaşım ihtiyacını karşılamada işbirlikçi (dayanışmacı) tüketim eğilimi ile ilişkili faktörlerin belirlenmesi: Meslek Yüksekokulu öğrencileri ile gerçekleştirilen bir araştırma, 3rd International Congress on Social Sciences, China to Ardiatic Congress Book: 102-114.
  • Böcker, L., ve Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for ıntended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39.
  • Bucher, E., Fieseler, C., ve Lutz, C. (2016). What's mine is yours (For a nominal fee)–Exploring the spectrum of utilitarian to altruistic motives for internet-mediated sharing. Computers in Human Behavior, 62, 316-326.
  • Buczynski, B. (2013). Sharing is good: How to save money, time and resources through collaborative consumption. Bethesda, USA: New Society Publishers.
  • Cheek, J.M. ve Buss, A.H. (1981). Shyness and sociability, Journal of Personality and Social Psychology, 41 (2), 330-339.
  • Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences, 2nd ed. Hillsdale, NJ: Erlbaum.
  • Felson, M. ve Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614-624.
  • Flanagan, C. ve Levin, P. (2010). Civic engagement and the transition to adulthood, Future of Children, 20,159-179.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gansky L., (2010). The Mesh: Why the Future of Business Is Sharing, New York: Penguin Books.
  • Gülmez, M., (2019). Üniversite Öğrencilerinin Gönüllülük Davranışları ve Motivasyonları Üzerine Bir Araştırma: Çağ Üniversitesi Örneği, Gençlik Araştırmaları Dergisi, Aralık 2019 7 (Özel sayı), 125-145
  • Gümüş, B., ve Gegez, E. (2017). Değişen tüketici kültüründe yeni trend: ortak tüketim. Pazarlama ve Pazarlama Araştırmaları Dergisi, 20, 155-177.
  • Hair Jr, J. F. (1995). Multiple regression analysis. Multivariate data analysis with readings.
  • Hair, J.F., Ringle, C.M., ve Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
  • Hair J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2014a). Multivariate Data Analyis (7. Ed). Pearson Education International.
  • Hair, J.F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V. (2014b). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool for Business Research. European Business Review, 26, 106-121.
  • Hair Jr, J. F., Sarstedt, M., Ringle, C. M., ve Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. saGe publications.
  • Hamari, J., Sjöklint, M., ve Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of The .Association For İnformation Science And Technology, 67(9), 2047-2059.
  • Henseler, J., Ringle, C. ve Sinkovics, R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. Advances in International Marketing, 20, 277-319.
  • Hogan, R. (1969). Development of an empathy scale. Journal of Consulting and Clinical Psychology, 33, 307-316.
  • Hwang, J. ve Griffiths, M. A. (2017). Share more, drive less: Millennials value perception and behavioral ıntent in using collaborative consumption services. Journal of Consumer Marketing, 34 (2), 132-146.
  • Kacar, A. I., ve Yakin, V. (2018). paylaşım ekonomisi ve değer yaratmak: Kanvas iş modeli örneği. Third Sector Social Economic Review, 53(3), 724.
  • Kiracı, H. (2017). Paylaşım ekonomisi ve ortaklaşa tüketim hareketi (Paylaşım sistemi örnekleriyle), Ankara: Detay Yayıncılık.
  • Kiracı, H. (2017). Ortak tüketim ekseninde paylaşılan/paylaşılamayan varlıklar ve bireylerin paylaşım davranışlarını etkileyen faktörler üzerine bir araştırma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 51-70.
  • Kiracı, H., ve Kayabaşı, A. (2017). Yeni nesil bir ekonomik sistemin ülkemizdeki potansiyeli: paylaşım ekonomisindeki iş modeli örneklerinin irdelenmesi. Uluslararası Afro-Avrasya Araştırmaları Dergisi, 2(4), 75-90.
  • Lamberton, C. P., ve Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
  • Mair, J., ve Reischauer, G. (2017). Capturing the dynamics of the sharing economy: Institutional research on the plural forms and practices of sharing economy organizations. Technological Forecasting and Social Change, 125, 11-20.
  • Marangoz, M., Bayraktaroğlu, F., ve Aydın, A. E. (2017). Tüketimde alternatif bir yaklaşım olarak paylaşım ekonomisi: Ortak kullanım ağlarının içerik analizi ile incelenmesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 134-148.
  • McAlpine, T. (2014). The sharing economy, 40 Credit Union Management, 40- 41.
  • Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.
  • Mun, J. M. (2013). Online collaborative consumption: Exploring meanings, motivations, costs, and benefits, A Dissertation Submitted to the Faculty ofthe Graduate School of the University of Minnesota.
  • Nunnally, J. C. (1978). Psychometric Theory. New York: Mc Graw-Hill.
  • Ong, A.D. ve Van Dulmen, M.H.N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
  • Pizzol, D. H., Ordovás de Almeida, S., ve do Couto Soares, M. (2017). Collaborative consumption: A proposed scale for measuring the construct applied to a carsharing setting. Sustainability, 9(5), 703.
  • Rayna, T. (2008). Understanding the challenges of the digital economy: The nature of digital goods. Communications & Strategies, 71, 13-16.
  • Richins, M. L. ve Dawson, S. (1992). A consumer values orientation for materialism and its measurement: scale development and validation, Journal of Consumer Research, 19, 303-316.
  • Satama, S. (2014). Consumer adoption of access-based consumption services - Case AirBnB, Master Thesis, Aalto University School of Business, Finland.
  • Tosuner, A. (2012). Tüketim davranışının azaltılması için internetin kullanılması: Ortak kullanım ağları, 17. Internet Konferansı, Anadolu Üniversitesi, Eskişehir, Türkiye.
  • Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. In Information and Communication Technologies in Tourism, 817-830.
  • What are the Sustainable Development Goals? (2020, 1 Şubat). Erişim adresi https://www.tr.undp.org/content/turkey/en/home/sustainable-development-goals.html Yakın, V., Kazançoğlu,İ. (2018). Paylaşım Ekonomisi: A’dan Z’ye Tüm Boyutlarıyla, Bölüm Adı: Paylaşım Ekonomisinin Gelişimi, Ankara: Akademisyen Kitabevi.
There are 50 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Deniz Yalçıntaş This is me

Ümit Doğrul

Eda Yaşa Özeltürkay

Publication Date December 25, 2020
Published in Issue Year 2020 Issue: 1 - 19th International Business Congress Special Issue

Cite

APA Yalçıntaş, D., Doğrul, Ü., & Yaşa Özeltürkay, E. (2020). TÜKETİCİLERİN İŞBİRLİKÇİ TÜKETİM ÇERÇEVESİNDE PAYLAŞIM NİYETLERİNİ ETKİLEYEN MOTİVASYONLARIN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(1), 506-528. https://doi.org/10.18070/erciyesiibd.846588
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