DEĞİŞEN TÜKETİCİ KÜLTÜRÜNDE YENİ TREND: ORTAK TÜKETİM

Tüketicilerin çeşitli mal ve hizmetlerin mülkiyet hakkını edinmeleri yerine diledikleri mal ve hizmetlere istedikleri zaman erişimlerinin olması temeline dayanan ortak tüketim kavramı, araba paylaşımından kredi kooperatiflerine, oyuncak kütüphanelerinden ortak ofis alanlarına kadar pek çok farklı şekillerde gündelik hayatın içerisinde yer almaktadır. Ancak tüketicilerin mülk edinme anlayışları üzerinde önemli etkisi bulunan ve tüketici davranışlarını değiştirme gücüne sahip olan bu yeni akıma -ortak tüketim anlayışına- ilişkin yapılan akademik çalışmaların dünyadaki örneklerinin artmasına rağmen, özellikle Türk pazarlama yazınında bu konudaki araştırmalar oldukça sınırlıdır. Bu çalışma, tüketicilerin ürün ve hizmetlerin sahiplenilmesine ilişkin (ortak tüketim) niyet ve tutumlarını incelemeyi amaçlamıştır. Tüketicilerin algıladıkları ekonomik, çevresel ve psikolojik faydaların bu yeni gelişen trende yönelik tutum ve eğilimlerini etkileyeceği öngörülmüş ve beklenen ilişkileri test etmek amacıyla toplam 456 tüketiciye anket uygulanmıştır. Sonuç olarak, ortak tüketime yönelik tutum ve davranışların bahsi geçen fayda beklentilerinden güçlü şekilde etkilendiği ortaya konmuş; fakat bu sisteme duyulan güvenin öngörülen ilişkilerde bir moderatör etkisi olduğu kanıtlanamamıştır

THE NEW TREND IN CHANGING CONSUMER CULTURE: COLLABORATIVE CONSUMPTION

Collaborative consumption concept is characterized by consumers’ access to various goods and services of in anytime and anywhere instead of actual ownership. Collaborative consumption takes place in daily lives in many different forms including car sharing, credit unions, common office spaces and toy libraries. Despite the increasing power of collaborative consumption on changing consumer behavior and reshaping of ownership understanding of consumers, there are still only limited number of research on the topic in the Turkish marketing literature. The aim of this study is to investigate the attitudes and intentions of consumers about the collaborative ownership of products and services (collaborative consumption). Consumers’ perceived economic, environmental, and psychological benefits are expected to shape their attitudes and intentions towards this emerging trend. In this context 456 usable questionnaires are collected. Results show that mentioned benefits positively affect attitudes and intentions of consumers about collaborative consumption. However, the moderating role of consumers’ trust towards this consumption system on the hypothesized relationships are not supported

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