ORTAK TÜKETİM ANLAYIŞINA İLİŞKİN TUTUMLARIN, İKİNCİ EL E-MODA SİTELERİNİ KULLANMA NİYETİNE ETKİSİ

Araştırmanın temel amacı, ekonomik yarar, sürdürülebilirlik, güven, eWOM ve fiyat hassasiyetinin, ikinci el e-moda sitelerini kullanma niyeti üzerindeki etkisinde ortak tüketime ilişkin tutumların aracılık etkisini incelemektir. Türkiye’de daha önce ortak tüketim kapsamında yapılmış çalışmalar araba ve ev paylaşımı üzerine odaklanmışlardır. Bu çalışmada ise ortak tüketim kapsamında ikinci el e-moda sitelerinin ele alınması çalışmayı literatürdeki benzerlerinden ayırmaktadır. Araştırmanın verileri 316 katılımcıdan anket toplanarak elde edilmiş ve yedi değişkenli bir yapısal eşitlik modeli kurulmuştur. Çalışmada güvenilirlik ve geçerlilik analizi, korelasyon analizi, keşfedici faktör analizi, doğrulayıcı faktör analizi ve yol analizleri yapılmıştır. Araştırmanın sonucunda, ekonomik yarar, sürdürülebilirlik, güven, eWOM ve fiyat hassasiyetinin ortak tüketim anlayışına ilişkin tutumları ve kullanma niyetini pozitif yönde etkilediği görülmüştür. Ayrıca ortak tüketim anlayışına ilişkin tutumların bağımsız değişkenler ve bağımlı değişken olan kullanma niyeti arasında aracılık etkisine sahip olduğu tespit edilmiştir.

Anahtar Kelimeler:

Paylaşım Ekonomisi, Ortak Tüketim, İkinci El Alışveriş

THE EFFECT OF ATTITUDES TOWARDS THE CONCEPT OF COLLABORATIVE CONSUMPTION ON INTENTION TO USE SECOND HAND E-FASHION WEBSITES

The main aim of the study is to examine the mediating effect of attitudes towards collaborative consumption on the effect of economic benefit, sustainability, trust, eWOM and price sensitivity on the intention of using second-hand e-fashion sites. Previous studies in Turkey that related collaborative consumption have focused on the car and home-sharing. In this study, second-hand fashion sites were examined within the scope of collaborative consumption. Therefore this study distinguishes from its peers in the literature. The data of the study was obtained by collecting questionnaires from 316 participants and a structural equation model with seven variables was established. Reliability and validity analysis, correlation analysis, exploratory factor analysis, confirmatory factor analysis and path analysis were performed in the study. As a result of the study, it was seen that economic benefit, sustainability, trust, eWOM and price sensitivity positively affect attitudes and intention to use on collaborative consumption. In addition, it was found that the attitudes towards the concept of collaborative consumption had a mediating effect between the independent variables and intention to use as a dependent variable.

Keywords:

Sharing Economy, Collaborative Consumption, Second-Hand Shopping,

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