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PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI

Year 2023, Volume: 6 Issue: 2, 179 - 197, 31.12.2023
https://doi.org/10.46238/jobda.1401977

Abstract

Paylaşım ekonomisi, bireylerin veya organizasyonların sahip oldukları kaynakları (araçlar, mülkiyetler, yetenekler vb.) paylaşarak karşılıklı fayda sağladıkları bir ekonomik modeldir. Bu ekonomik modelde, güven duygusu önemli bir rol oynamaktadır. Algılanan güven, bireylerin veya kullanıcıların başkalarının kaynaklarını kullanmaya veya kendi kaynaklarını paylaşmaya yönelik isteklerini etkileyebilir. Araştırmalar, paylaşım ekonomisinde algılanan güvenin, paylaşım niyetini pozitif yönde etkilediğini göstermektedir. Algılanan güven, kullanıcıların paylaşım platformlarını kullanma niyetlerini artırırken, platformda kaynak paylaşımına daha istekli olmalarını sağlamaktadır. Kullanıcılar, diğer kullanıcıların güvenilirliği ve platformun sağladığı güvenlik önlemleri hakkında olumlu algılara sahip olduklarında, paylaşım niyetlerini gerçekleştirmek için daha istekli olmaktadır. Paylaşım ekonomisinde algılanan güven ve paylaşım niyeti üzerindeki etkilerini açıklamayı amaçlayan bu çalışma da BlaBlaCar ve AirBnB üzerinde ortaklaşa tüketim içerisinde algılanan güven ve paylaşım niyeti üzerindeki etkileri ele alınmıştır. Çalışma kapsamında 43 soru ve 9 faktörden oluşan ortaklaşa tüketim ölçeği kullanılmıştır. Araştırma kapsamında ölçek AirBnB ve BlaBlaCar için ayrı ayrı uygulanarak araştırma paylaşım davranışını ulaşım ve konaklama başlıkları altında ele almıştır. Online ve yüzyüze olarak uygulanan ankete toplam 430 kişi katılım sağlamıştır. Bu kapsamda elde edilen bulgulara göre platforma duyulan güvenin platform kullanımına yönelik tutumları olumlu yönde etkilediği tespit edilmiştir.

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THE EFFECT OF PERCEIVED TRUST ON ATTITUDES AND INTENTIONS OF SHARING IN THE SHARING ECONOMY: A COMPARISON OF AIRBNB AND BLABLACAR

Year 2023, Volume: 6 Issue: 2, 179 - 197, 31.12.2023
https://doi.org/10.46238/jobda.1401977

Abstract

The sharing economy is an economic model in which individuals or organizations share their resources (tools, property, skills, etc.) to mutual benefit. In this economic model, trust plays an important role. Perceived trust can influence the willingness of individuals or users to use others' resources or to share their own resources. Research shows that in the sharing economy, perceived trust positively affects sharing intentions. Perceived trust increases users' intention to use sharing platforms and makes them more willing to share resources on the platform. When users have positive perceptions about the trustworthiness of other users and the security measures provided by the platform, they are more willing to fulfill their sharing intentions. In this study, which aims to explain the effects of perceived trust and sharing intention in the sharing economy, the effects of perceived trust and sharing intention in collaborative consumption on BlaBlaCar and AirBnB are discussed. Within the scope of the study, a collaborative consumption scaleconsisting of 43 questions and 10 factors was used. Within the scope of the research, the scale was applied separately for AirBnB and BlaBlaCar, and the research addressed sharing behavior under the titles of transportation and accommodation. A total of 430 people participated in the online and face-to-face survey. According to the findings obtained in this context, it was determined that trust in the platform positively affects attitudes towards platform use.

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  • Chang, H. H., Li, Y. H., & Chen, S. Y. (2018). The influence of website trust and subjective norm on user behavior in social commerce. Electronic Commerce Research and Applications, 27(1), 70-79.
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  • Dieckmann, A., and Wyder, D. (2002). Vertrauen und reputation bei internet auktionen. Kölner Z. Soziol. Sozialpsychol. 54, 674–693.
  • Dolnicar, S. (2019). A review of research into paid online peer-to-peer accommodation: Launching the Annals of Tourism Research Curated Collection on peer-to-peer accommodation. Annals of Tourism Research, 75, 248-264.
  • Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.
  • Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputatıon ın the sharing economy: The role of personal photos ın Airbnb. Tourism Management, 55(1), 62-73.
  • Falahat, M., Lee, Y., Foo, Y., & Chia, C. (2019). A model for consumer trust in e-commerce. Asian Academiy of Management Journal, 24(2), 93-109.
  • Ferrari, M. (2016). Beyond uncertainties in the sharing economy: Opportunities for social capital. European Journal of Risk Regulation, 7(4), 664-674.
  • Gao, S., Jing, J., Guo, H. (2017). The Role of Trust with Car-Sharing Services in the Sharing Economy in China: From the Consumers’ Perspective, Springer Internatıonal Publishing, 10281, 634-646.
  • Garcia, M., Smith, J. (2020). Investigating the relationship between digital trust and perceived competence of platform users. Journal of Digital Platforms, 6(3), 215-230.
  • Geçti, F., Yasatekin, H., Bayniş, İ. K., & Üner, Ö. F. (2022). Algılanan Değer, Güven ve Satın Alma Niyeti Arasındaki İlişkilerin İncelenmesi: Otomobil Paylaşım Platformları Üzerine Bir Çalışma. Trafik ve Ulaşım Araştırmaları Dergisi, 5(2), 142-166.
  • Gefen, D., & Straub, D. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(1), 407:424.
  • Gruber S. (2020). Personal trust and system trust in the sharing economy: A comparison of community-and platform-based models, Frontiers in Psychology, 11(1), 1-12.
  • Hamari, J., Sjöklint, M. & Ukkonen, A. (2015). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
  • Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016). Trust in the sharing economy. Die Unternehmung, 70(1), 26-44.
  • Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(3), 485–498.
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Details

Primary Language Turkish
Subjects Digital Marketing, Consumer Behaviour
Journal Section Original Scientific Articles
Authors

Müberra Yurdakul 0000-0002-8711-7919

Hakan Kiracı 0000-0001-9230-3102

Nur Çetin 0000-0002-0956-0034

Early Pub Date December 31, 2023
Publication Date December 31, 2023
Submission Date December 8, 2023
Acceptance Date December 25, 2023
Published in Issue Year 2023 Volume: 6 Issue: 2

Cite

APA Yurdakul, M., Kiracı, H., & Çetin, N. (2023). PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI. Journal of Business in The Digital Age, 6(2), 179-197. https://doi.org/10.46238/jobda.1401977
AMA Yurdakul M, Kiracı H, Çetin N. PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI. JOBDA. December 2023;6(2):179-197. doi:10.46238/jobda.1401977
Chicago Yurdakul, Müberra, Hakan Kiracı, and Nur Çetin. “PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI”. Journal of Business in The Digital Age 6, no. 2 (December 2023): 179-97. https://doi.org/10.46238/jobda.1401977.
EndNote Yurdakul M, Kiracı H, Çetin N (December 1, 2023) PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI. Journal of Business in The Digital Age 6 2 179–197.
IEEE M. Yurdakul, H. Kiracı, and N. Çetin, “PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI”, JOBDA, vol. 6, no. 2, pp. 179–197, 2023, doi: 10.46238/jobda.1401977.
ISNAD Yurdakul, Müberra et al. “PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI”. Journal of Business in The Digital Age 6/2 (December 2023), 179-197. https://doi.org/10.46238/jobda.1401977.
JAMA Yurdakul M, Kiracı H, Çetin N. PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI. JOBDA. 2023;6:179–197.
MLA Yurdakul, Müberra et al. “PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI”. Journal of Business in The Digital Age, vol. 6, no. 2, 2023, pp. 179-97, doi:10.46238/jobda.1401977.
Vancouver Yurdakul M, Kiracı H, Çetin N. PAYLAŞIM EKONOMİSİNDE ALGILANAN GÜVENİN PAYLAŞIMA YÖNELİK TUTUMLAR VE NİYET ÜZERİNDEKİ ETKİSİ: AİRBNB VE BLABLACAR KARŞILAŞTIRMASI. JOBDA. 2023;6(2):179-97.

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