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Modern bilgi teknolojisinin gelişmesi ve kıt kaynakların farkındalığı, gittikçe artan gelişmiş çözümlere, mobil araçlara sınırsız erişime ve tüketici davranışlarında değişikliklere neden olmaktadır. Tüketici ve üreticiler arasındaki sınırların kaybolmasıyla birlikte işbirliğine ve paylaşıma dönüştürülen geleneksel tüketim modelinde değişiklikler gözlenmiş ve yeni bir paylaşım olgusu ortaya çıkmıştır. Bu çalışmanın amacı son zamanlarda gelişmiş ekonomiler başta olmak üzere artan bir tüketim eğilimi olarak işbirlikçi (ortak) tüketim yapma niyetini etkileyen faktörlerin tespit edilmesidir. Bu doğrultuda, oluşturulan anketler 187 kişiye uygulanmış ve araştırma kapsamında geliştirilen hipotezler, kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) ile test edilmiştir. Analizler sonuçlarına göre sadece materyalizmin parasal motivasyonu olumlu yönde etkilediği tespit edilmiştir. Ahlaki motivasyonu etkileyen faktörlerin ise gönüllülük ve girişkenliktir. Materyalizm, gönüllülük ve girişkenliğin sosyal motivasyon üzerine etkisi olduğu da saptanmıştır. Her üç motivasyon faktörü işbirlikçi tüketime yönelik tutumu olumlu yönde etkilemektedir. Ayrıca tutumun ise paylaşma niyetine olumlu etkisi olduğu belirlenmiştir.
The development of modern information technology and the awareness of the lack of resources lead to increasingly advanced solutions, unlimited access to mobile vehicles and changes in consumer behavior. With the disappearance of the boundaries between consumers and producers, changes have been observed in the traditional consumption model, which has been converted into cooperation and sharing, and a new sharing phenomenon has emerged. The aim of this study is to identify the factors that influence the intention to make cooperative (co-consumption) as a growing consumption trend, mainly in recent developing economies. In this regard, the survey was applied to 187 people and the hypotheses developed under the research were tested with the partially smallest square structural equality modeling (PLS-SEM). Analysis finds that only materialism affects the monetary motivation in a positive direction. The factors that influence the moral motivation are volunteering and initiativity. It has also been found that materialism, volunteering and initiativity have an impact on social motivation. The three motivation factors have a positive impact on the attitude towards cooperative consumption. It is also shown that the attitude has a positive impact on the intention to share.
The development of modern information technology and awareness of scarce resources by the consumers lead to increasingly advanced solutions, unlimited access to mobile devices and changes in consumer behavior. With the disappearance of the boundaries between consumers and producers, changes were observed in the traditional consumption model, which was turned into cooperation and sharing, and a new sharing phenomenon has emerged. The purpose of this study is to determine the factors that affect consumers’ intention to make collaborative (common) consumption. Especially, in developed economies, this type is accepted as an increasing consumption tendency. Accordingly, the data were gathered from 187 people with online & face to face questionnaire forms and the hypotheses developed within the aim of the research were tested with partial least squares structural equation modeling (PLS-SEM). Results show that, only materialism positively affected monetary motivation. Volunteering and assertiveness are the factors that are affecting moral motivation. It was also stated that materialism, volunteering and entrepreneurship had an impact on social motivation. All three motivation factors positively affect the attitude towards collaborative consumption. In addition, it was determined that the attitude has a positive effect on sharing intention
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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