PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI

Yıl 2023, , 179 - 197, 31.12.2023

Müberra Yurdakul , Hakan Kiracı , Nur Çetin

https://doi.org/10.46238/jobda.1401977

Öz

Paylaşım ekonomisi, bireylerin veya organizasyonların sahip oldukları kaynakları (araçlar, mülkiyetler, yetenekler vb.) paylaşarak karşılıklı fayda sağladıkları bir ekonomik modeldir. Bu ekonomik modelde, güven duygusu önemli bir rol oynamaktadır. Algılanan güven, bireylerin veya kullanıcıların başkalarının kaynaklarını kullanmaya veya kendi kaynaklarını paylaşmaya yönelik isteklerini etkileyebilir. Araştırmalar, paylaşım ekonomisinde algılanan güvenin, paylaşım niyetini pozitif yönde etkilediğini göstermektedir. Algılanan güven, kullanıcıların paylaşım platformlarını kullanma niyetlerini artırırken, platformda kaynak paylaşımına daha istekli olmalarını sağlamaktadır. Kullanıcılar, diğer kullanıcıların güvenilirliği ve platformun sağladığı güvenlik önlemleri hakkında olumlu algılara sahip olduklarında, paylaşım niyetlerini gerçekleştirmek için daha istekli olmaktadır. Paylaşım ekonomisinde algılanan güven ve paylaşım niyeti üzerindeki etkilerini açıklamayı amaçlayan bu çalışma da BlaBlaCar ve AirBnB üzerinde ortaklaşa tüketim içerisinde algılanan güven ve paylaşım niyeti üzerindeki etkileri ele alınmıştır. Çalışma kapsamında 43 soru ve 9 faktörden oluşan ortaklaşa tüketim ölçeği kullanılmıştır. Araştırma kapsamında ölçek AirBnB ve BlaBlaCar için ayrı ayrı uygulanarak araştırma paylaşım davranışını ulaşım ve konaklama başlıkları altında ele almıştır. Online ve yüzyüze olarak uygulanan ankete toplam 430 kişi katılım sağlamıştır. Bu kapsamda elde edilen bulgulara göre platforma duyulan güvenin platform kullanımına yönelik tutumları olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Airbnb, BlaBlacar, Güven, Ortaklaşa Tüketim, Paylaşım Ekonomisi

THE EFFECT OF PERCEIVED TRUST ON ATTITUDES AND INTENTIONS OF SHARING IN THE SHARING ECONOMY: A COMPARISON OF AIRBNB AND BLABLACAR

Öz

The sharing economy is an economic model in which individuals or organizations share their resources (tools, property, skills, etc.) to mutual benefit. In this economic model, trust plays an important role. Perceived trust can influence the willingness of individuals or users to use others' resources or to share their own resources. Research shows that in the sharing economy, perceived trust positively affects sharing intentions. Perceived trust increases users' intention to use sharing platforms and makes them more willing to share resources on the platform. When users have positive perceptions about the trustworthiness of other users and the security measures provided by the platform, they are more willing to fulfill their sharing intentions. In this study, which aims to explain the effects of perceived trust and sharing intention in the sharing economy, the effects of perceived trust and sharing intention in collaborative consumption on BlaBlaCar and AirBnB are discussed. Within the scope of the study, a collaborative consumption scaleconsisting of 43 questions and 10 factors was used. Within the scope of the research, the scale was applied separately for AirBnB and BlaBlaCar, and the research addressed sharing behavior under the titles of transportation and accommodation. A total of 430 people participated in the online and face-to-face survey. According to the findings obtained in this context, it was determined that trust in the platform positively affects attitudes towards platform use.

Anahtar Kelimeler

Airbnb, BlaBlacar, Collaborative Consumption, Sharing Economy, Trust

Kaynakça

• Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Williams, M. D. (2018). Consumer adoption of ınternet of things (IoT) in the UK: A Unified Framework. Journal of Retailing and Consumer Services, (41), 177-191.
• Albinsson, P. A., & Yasanthi Perera, B. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 11(4), 303- 315.
• Andrew, L., & Sinclair, M. (2016). The cost of non-Europe in the sharing economy, Economic, social and legal challenges and opportunitie, EPRS | European Parliamentary Research Service, 14, 1-126.
• Aslan, T., & Akbıyık, A. (2019). Paylaşım Ekonomisinde Mülk Paylaşma Hizmetlerine Duyulan Güvenin Rolünü Tüketici Perspektifinden İnceleme: Airbnb Örneği. İşletme Araştırmaları Dergisi, 11(3), 2322-2332.
• Ay, C., Yakın, V., & 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, Journal of Social Sciences, 17(3), 1186-1202.
• Bardhi, F. & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39(4), 881-898.
• Barnes, M., & Mattsson, J. (2017). Understanding current and future issues in collaborative consumption: A four-stage Delphi study, Technological Forecasting & Social Change 104(9), 200-211.
• Beldad, A., De Jong, M. D. & Steehouder, M. F. (2017). Effects of trust and expertise on consumers' online purchase intentions: A study of the Dutch market for event tickets. Journal of Retailing and Consumer Services, 34, 274-282.
• Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in human behavior, 26(5), 857-869.
• Belk, R. (2014), You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.
• Belk, R. (2007). Why not share rather than own?. The Annals of the American Academy of Political and Social Science, 611(1), 126-140.
• Botsman, R., & Rogers, R., (2010). What’s mine is yours: the rise of collaborative consumption. New York: Harper Business, Collins.
• Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit analysing motivations for intended sharing economy participation. Environmental Innovation & Societal Transitions, 23(1), 28-39.
• Brown, C., & Jones, D. (2019). The Relationship between Digital Trust and Intention to Use Platform Services. International Journal of Information Management, 39(1), 87-98.
• Buczynski, B. (2013). Sharing is good: How to save money, time and resources through collaborative consumption. New Society Publishers.
• Calabro, A., Nisar, T. M., Torchia, M., & Tseng, H. (2022). Establishing trust in the sharing economy: An analysis of organizational, Systems and ınterpersonal level trust. Information Technology & People, 36(8), 1-25.
• Chai, S., Das, S., & Rao, H. R. (2011). Factors affecting bloggers' knowledge sharing: An investigation across gender. Journal of Management Information Systems, 28(3), 309-342.
• Chang, H. H., Li, Y. H., & Chen, S. Y. (2018). The influence of website trust and subjective norm on user behavior in social commerce. Electronic Commerce Research and Applications, 27(1), 70-79.
• Chen, Y., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Managament & Data Systems 107(1), 21-36.
• Chen, C., Wang, Y., Hsu, L. (2019). Factors influencing continuance intention of E-commerce: A system quality view. Information Systems Frontiers, 21(6), 1269-1283.
• Chen, X., Wang, W., & Zhang, X. (2020). Does trust matter? The impact of trust on continued use intention of e-commerce platforms in China. International Journal of Information Management, 50(1), 474-487.
• Chiu, M., Huang, H., Yen, C. (2010) Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(1), 148-159.
• Cohen, B., Kietzmann, J. (2014). Ride on! Mobility business models forthe sharing economy. Organization & Environment, 27(3), 279-296.
• Corritore C.L., Kracher, B., & Weidenbeck, S. (2003) Online trust: Concepts, evolving themes, a modal .Int. J. Internatıonal Journal of Human-Computer Studies. 58(1),737–758.
• Dieckmann, A., and Wyder, D. (2002). Vertrauen und reputation bei internet auktionen. Kölner Z. Soziol. Sozialpsychol. 54, 674–693.
• Dolnicar, S. (2019). A review of research into paid online peer-to-peer accommodation: Launching the Annals of Tourism Research Curated Collection on peer-to-peer accommodation. Annals of Tourism Research, 75, 248-264.
• Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.
• Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputatıon ın the sharing economy: The role of personal photos ın Airbnb. Tourism Management, 55(1), 62-73.
• Falahat, M., Lee, Y., Foo, Y., & Chia, C. (2019). A model for consumer trust in e-commerce. Asian Academiy of Management Journal, 24(2), 93-109.
• Ferrari, M. (2016). Beyond uncertainties in the sharing economy: Opportunities for social capital. European Journal of Risk Regulation, 7(4), 664-674.
• Gao, S., Jing, J., Guo, H. (2017). The Role of Trust with Car-Sharing Services in the Sharing Economy in China: From the Consumers’ Perspective, Springer Internatıonal Publishing, 10281, 634-646.
• Garcia, M., Smith, J. (2020). Investigating the relationship between digital trust and perceived competence of platform users. Journal of Digital Platforms, 6(3), 215-230.
• Geçti, F., Yasatekin, H., Bayniş, İ. K., & Üner, Ö. F. (2022). Algılanan Değer, Güven ve Satın Alma Niyeti Arasındaki İlişkilerin İncelenmesi: Otomobil Paylaşım Platformları Üzerine Bir Çalışma. Trafik ve Ulaşım Araştırmaları Dergisi, 5(2), 142-166.
• Gefen, D., & Straub, D. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(1), 407:424.
• Gruber S. (2020). Personal trust and system trust in the sharing economy: A comparison of community-and platform-based models, Frontiers in Psychology, 11(1), 1-12.
• Hamari, J., Sjöklint, M. & Ukkonen, A. (2015). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
• Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016). Trust in the sharing economy. Die Unternehmung, 70(1), 26-44.
• Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(3), 485–498.
• Johnson, L., & White, K. (2017). The Relationship between Digital Trust and Perceived Competence of the Platform. Journal of Digital Technology and Society, 11(1), 78-93.
• Kim, S., & Shin, J. I. (2019). An empirical investigation of the effects of trust on online hotel booking: The moderating role of platform competence. Journal of Hospitality Marketing and Management, 28(8), 878-900.
• Kim, D.J., Ferrin, D.L., & Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems. Research Collection Lee Kong Chian School Of Business, 44(2), 544-564.
• Lee, Z.W.Y., Chan, T.K.H., Balaji, M.S., & Chong, Y., (2018). Why people participate in the sharing economy: an empirical investigation of Uber. Internet Research, 28(3), 829-850.
• Lee, H., & Kim, S. (2016). Examining the relationship between digital trust and perceived reputation of the platform. International Journal of Digital Trust, 4(2), 132-147.
• Liu, Y., Ye, L. R., & Chen, G. M. (2020). The impact of e-commerce platform's reputation on consumers' trust and purchase intention. International Journal of Human–Computer Interaction, 36(12), 1153-1164.
• Liu, Y., Li, X., & Carlsson, C. (2017). Sharing economy and trust: The case of BlaBlaCar. Technological Forecasting and Social Change, 125, 58-64.
• Liu, X., Li, X., & Li, J. (2017). Understanding the determinants of users' continuance intention towards online social networks: An integration of the expectation–confirmation model and uses and gratifications theory. Telematics and Informatics, 34(1), 114-123.
• Li, X., Liu, J., & Liang, X. (2020). What drives users’ intention to continue using online sharing platforms? Evidence from Airbnb. International Journal of Hospitality Management, 87, 102-439.
• Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention, electronic commerce research and applications. Electronic Commerce Research and Applications , 9, 346-360.
• Martin, C.J., (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism?, Ecological Economics, 121, 149–159.
• Mattia, G., Pietro, L.D., Principato, L., & Toni, M., (2022). Shared car for traveling? Uncovering the intention of non-users to adopt P2P ride-sharing. Research in Transportation Business & Management, 43, 1-11.
• Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20, 709−734
• Meng, F., Guo, X., Peng, Z., Lai, K. H., & Zhao, X. (2019). Investigating the adoption of mobile health services by elderly users: Trust transfer model and survey study. JMIR mHealth and uHealth, 7(1), e12269.
• Mittendorf, C. (2017). Societal transformation through the sharing economy: An example of trust and risk on Couchsurfing (pretest).
• Mittendorf, C., Berente, N. & Holten, R. (2018). Trust in sharing encounters among millennials. Information Systems Journal, 29(5), 1083-1119
• Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: reasons for preferring renting. Managing Service Quality: An International Journal, 20(2), 176-191.
• Möhlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14, 193-207.
• Ng, I. C. L., & Wakenshaw, S. Y. L. (2017). The role of trust in Airbnb: A study of online review systems. Information Technology & Tourism, 17(4), 417-442.
• Nov, O. (2007). What motivates wikipedians?. Communications of the ACM, 50(11), 60-64. Öztürk D. (2022). Mobil Uygulamalarda Araç Kiralama Yapan Tüketicilerin Online Müşteri Deneyimi ve Tekrar Satın Alma Niyeti İle İlişkisi Üzerine Bir Araştırma, (Yayımlanmamış Yüksek Lisans Tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
• Palvia, P. (2009) . The role of trust in e-commerce relational exchange: A unified model. Information & Management, 46, 213-220.
• Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 115-143.
• Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS quarterly, 105-136.
• PWC. (2014, 11 Ağustos). The sharing economy: how will it disrupt your business?. https://pwc.blogs.com/files/sharing-economy-final_0814.pdf
• Räisänen, J., Ojala, A., & Tuovinen, T. (2021). Building trust in the sharing economy: Current approaches and future considerations. Journal of cleaner production, 279(37), 1-30.
• Rakowska, W. (2021). Trust and other factors impacting the platform choice in sharing economy: A case from Poland. International Entrepreneurship Review, 7(3), 23-35.
• Rifkin, J. (2001). The age of access: The new culture of hypercapitalism. Penguin.
• Schor, J. B., & Fitzmaurice, C. J. (2015). 26. Collaborating and connecting: the emergence of the sharing economy. Handbook of research on sustainable consumption, 410.
• Smith, A., & Johnson, B. (2020). Investigating the relationship between digital trust and general trust propensity. Journal of Trust Research, 10(3), 289-304.
• Smith, A., & Johnson, B. (2018). Examining the relationship between digital trust and attitude towards platform usage. Journal of Digital Technology and Society, 12(2), 145-162.
• Soopramanien, D. (2011). Conflicting attitudes and scepticism towards online shopping: The role of experience. International Journal of Consumer Studies, 35(3), 338-347.
• Sutanonpaiboon, J., Abuhamdieh, A. (2008). Factors influencing trust in online consumer-to-consumer (C2C). Transactions, Journal of Internet Commerce, 7(2), 203-219.
• Sutherland, W., & Jarrahi, M. H. (2018). The sharing economy and digital platforms: A review and research agenda. International Journal of Information Management, 43, 328-341.
• Sztompka, P. (1999). Trust: A sociological theory. Cambridge university press.
• Şahin, A.,ve Bulut, Z. A. (2019). The impact of trust in e-commerce: Evidence from an emerging market. International Journal of Marketing Studies, 11(2), 132-145.
• Teixeira, R., Ferreira, J., & Caldeirinha, V. R. (2018). The impact of trust and reputation mechanisms on the sharing economy. Journal of Business Research, 88, 187-197.
• Tosuner, A. (2012, 20 Kasım). Tüketim Davranışının Azaltılması İçin İnternetin Kullanılması: Ortak Kullanım Ağları. https://www.researchgate.net/publication/284186242
• Wagner, N., Strulak-Wojcikiewicz, R., & Landowska, A. (2019). Trust in sharing economy business models from the perspective of customers in szczecin, Poland. Sustainability, 11,(6838), 1-26.
• Wang, D., Xiang, Z., & Fesenmaier, D. R. (2018). The impacts of sharing economy platforms on destination competitiveness and local residents' quality of life. Journal of Travel Research, 57(8), 1113-1126.
• Weber, T. A. (2014). Intermediation in a sharing economy: Insurance, moral hazard, and rent extraction. Journal of Management Information Systems 31(3), 35–71.
• Van de Glind, P. B. (2013). The consumer potential of Collaborative Consumption: Identifying the motives of Dutch Collaborative Consumers & Measuring the consumer potential of Collaborative Consumption within the municipality of Amsterdam, (Unpublished Doctoral Thesis). Utrecht University Faculty of Geosciences, Netherlands.
• Verhagen, T., Meents, S., & Tan, Y. (2006). Perceived risk and trust associated with purchasing at electronic marketplaces. European Journal of Informatıon Systems, 15(6), 542-555.
• Yoon, H. S. & Occeña, L.G. (2015): Inuencing factors of trust in consumer-to-consumer electron-ic commerce with gender and age. International Journal of Information Management, 35(3), 352-363.
• Zhang, M., Wei, Z., Zhang, X., & Li, S. (2020). The effect of perceived reputation on trust in sharing economy platforms. Sustainability, 12(7), 2765.
• Zhang, L., Yan, Q., & Zhang, L. (2018). A computational framework for understanding actecedents of guests’ perceived trust towards hosts on Airbnb. Decision Support Systems, 115, 105-116.
• Zhang, X., Qin, Z., Liu, L., & Ma, X. (2019). Investigating the factors ınfluencing trust in peer-to-peer ridesharing platforms: The role of perceived security and user experience. Sustainability, 11(10), 2814.
• Zervas, G., Proserpio, D., & Byers, J. W. (2015). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687-705.