PAYLAŞIM EKONOMİSİNDE BİREYLERİN DİJİTAL PLATFORMLARDA ÜRÜN/HİZMET KİRALAMA NİYETLERİNİN AJZEN’İN PLANLANMIŞ DAVRANIŞ TEORİSİ KAPSAMINDA DEĞERLENDİRİLMESİ

Çok eski zamanlardan bugüne insanoğlunun sahip olduğu bir davranış olan paylaşım, aşırı üretim ve tüketimin doğurduğu olumsuz sonuçlardan ötürü doğal ve ekonomik kaynakların kullanımı konusunda daha da önemli bir hal almıştır. Yaşanan gelişmeler doğrultusunda bireyler ortak tüketime yönelmiş, bu durum teknolojinin gelişmesi ve mobil iletişimin artması ile birlikte küresel ekonomiyi etkileyecek düzeyde bir boyut kazanmıştır ve her geçen gün çok daha yaygın hale gelmiştir. Araştırmanın amacı; paylaşım ekonomisinde, bireylerin dijital platformlarda ürün/hizmet kiralama niyetlerinin Planlı Davranış Teorisi kapsamında ölçülmesidir. Literatüre göz atıldığında; dijital paylaşım platformları aracılığıyla yapılan ürün/hizmet kiralama konusunda davranış niyetinin belirlenmesine yönelik az sayıda çalışmanın olduğu ve bu çalışmalarda da konaklama, tekstil vb. sektörlere odaklanıldığı gözlemlenmiştir. Bu araştırmada ise; bireylerin belirli bir ürün ya da sektöre yönelik değil, dijital platformları kullanarak ürün ya da hizmetlerle ilgili genel paylaşım/kiralama niyetlerinin ölçülmesi amaçlanmıştır. Veriler 422 katılımcıdan çevrimiçi anket şeklinde toplanmıştır. IBM SPSS 22.0 programı kullanılarak değişkenler arası ilişkinin ve etkilerinin belirlenmek amacıyla korelasyon ve regresyon analizlerine başvurulmuştur. Yapılan analizlerin sonucuna göre; tutum, sübjektif normlar ve algılanan davranışsal kontrolün davranış niyeti üzerinde pozitif ve anlamlı etki oluşturduğu sonucuna ulaşılmıştır. Araştırma sonuçlarının literatüre katkı sağlamasının yanı sıra paylaşım ekonomisi paydaşlarına öngörüde bulunmaları konusunda kolaylık sağlayacağı düşünülmektedir.

Anahtar Kelimeler:

Paylaşım Ekonomisi, Planlı davranış teorisi, Kiralama, Niyet

THE MEASUREMENT OF INDIVIDUALS’ INTENT TO RENT PRODUCT/SERVICE ON DIGITAL PLATFORMS IN THE SHARING ECONOMY WITHIN THE SCOPE OF AJZEN'S PLANNED BEHAVIOR THEORY

Sharing, a human behavior since ancient times, has become even more important in the use of natural and economic resources due to the negative consequences of excessive production and consumption. In line with the developments, individuals have turned to common consumption. This has gained a dimension that will affect the global economy with the development of technology and the increase in mobile communication, and it has become much more common day by day. In this study, it was aimed to examine the intention of individuals to rent products / services on digital platforms in the sharing economy, within the scope of Planned Behavior Theory. A literature review shows that there are limited number of studies on behavioral intention regarding product/service renting made through digital sharing platforms, and that the existing studies generally focused on accommodation, textiles, etc. sectors. In this study, it was aimed to examine the general sharing/renting intentions of individuals about products or services by using digital platforms, not for a specific product or sector. Data were collected from 422 participants through online survey. By using IBM SPSS 22 analyze program; correlation analyze was performed to examine the relationship between variables and and regression analyze was performed to examine their effects. The results showed that attitudes towards behavior, subjective norms and perceived behavioral control variables had positive and significant effect on behavioral intention. It is predicted that the results of the study can contribute to the literature and also facilitate the sharing economy stakeholders to make predictions.

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