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

Yıl 2023, Cilt: 6 Sayı: 2, 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

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