Tüketicilerin Paylaşım Ekonomisine Katılmalarına Etki Eden Paylaşım Engelleri ve Farklı Paylaşım Durumları

Paylaşım ekonomisi, içinde bulunduğumuz dijital çağın sunduğu teknolojik avantajlar ve sosyal etkileşimler sonucunda giderek daha fazla tüketicinin dâhil olduğu bir sistem olmakla birlikte önemli sayıda tüketici kitlesinin sistemden uzak durduğu gözlenmektedir. Sürdürülebilirlik açısından önemli bir avantaj sağlayan paylaşım ekonomisine katılımın önündeki engellerin bilinmesi, bu engelleri ortadan kaldıracak önlemlerin alınması açısından önem taşımaktadır. Katılımcıların sistemden uzak durmasına etki eden risk algısı ve güvenlik faktörleri gibi çeşitli engelleyici faktörler bulunmaktadır. Diğer taraftan tüketicilerin farklı paylaşım durumlarında paylaşma niyetleri de farklılık gösterebilmektedir. Bu çalışmada öncelikle paylaşım ekonomisine katılımı engellediği düşünülen faktörlerin (materyalist eğilimler, bulaşma korkusu, risk algısı ve güvenlik) paylaşma niyetine olan etkisi belirlenmiştir. Ayrıca farklı paylaşım durumlarında katılımcıların paylaşım niyetlerini belirlemek üzere üç farklı kategoride (kişisel ürün paylaşımı ve kişisel olmayan ürün paylaşımı; tüketim eyleminin birlikte gerçekleştiği ve birlikte gerçekleşmediği paylaşımlar; paylaşım için ücret ödenen ve ücret ödenmeyen paylaşım durumları olmak üzere) toplamda altı grup üzerinde senaryo temelli nicel bir araştırma yürütülmüştür. Araştırma sonucunda risk algısının, güvenlik kaygılarının ve bulaşma korkusunun paylaşım niyeti üzerinde negatif yönde anlamlı bir farklılık gösterdiği belirlenmiştir. Bununla birlikte katılımcıların materyalist eğilimleri ve statü tüketim eğilimlerinin paylaşım niyetleri üzerinde negatif bir etkisi görülememiştir. Ayrıca paylaşım eylemi için ücret ödenen ve ödenmeyen durumların paylaşım niyeti üzerinde anlamlı bir etkisi olduğu belirlenmiştir.

The Sharing Barriers and Different Sharing Situations That Affect Consumers' Participation in the Sharing Economy

Sharing economy, as a result of the technological advantages and social interactions offered by the present age, is a system involving more and more consumers but still observed that a significant number of consumers stay away from the system. Knowing the barriers to participation in the sharing economy, which provides an important advantage in terms of sustainability, is important in terms of taking measures to eliminate these barriers. There are various preventive factors such as risk perception and security factors that affect participants' stay away from the system. On the other hand, consumers' intention to share in different sharing situations may also vary. In this study, firstly, the effects of the factors (materialist tendencies, fear of transmission, risk perception and security) which are thought to prevent participation in the sharing economy were determined. In addition, a scenario-based quantitative study was conducted on six groups in three different categories in order to determine the participants' intention to share in different sharing situations (personal product sharing and non-personal product sharing; shares in which consumption action occurs and does not occur together; paid and non-paid sharing). As a result of the study, it was determined that risk perception, security concerns and fear of transmission showed a significant difference negative effect on sharing intention. However, the materialist tendencies of the participants and the status consumption tendencies could not have a negative effect on the sharing intentions. It was also determined that the paid and unpaid cases for the sharing action had a significant effect on the sharing intention.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ