Sahiplik Etkisinin Araç Paylaşımına Yönelik Tutum ve Niyet Üzerindeki Etkisinin Analizi

Abstract

Sahiplik etkisi kavramı, kayıptan kaçınma ekseninde açıklanan bir kavram olup herhangi bir nesneden vazgeçmenin yarattığı dezavantaj düzeyinin, o nesneye sahip olmanın yarattığı avantaj düzeyinden yüksek olması şeklinde tanımlanmıştır. Alanyazındaki araştırmalarda kayıptan kaçınma kavramının, bireylerin ürün sahipliğini kaybetmeleri durumunu, ürüne erişim sağlama durumuna kıyasla daha kolay bir şekilde hatırlamaları ile ilişkili olduğu ve bu kavramın sahiplik etkisinin tetikleyicisi olduğu belirtilmektedir. Bu çalışmanın amacı, sahiplik etkisinin araç paylaşımına yönelik tutum ve niyet üzerindeki etkisini tespit etmektir. Bu doğrultuda, araç paylaşımına yönelik tutum ve niyet üzerinde sahiplik etkisi düzeyi, cinsiyet ve sahiplik etkisi düzeyi-cinsiyet etkileşiminin etkileri incelenmiştir. Analiz için gerekli olan veriler, kolayda örnekleme ile araştırmaya gönüllü katılan ve araç paylaşımı uygulamalarını kullanan 400 kullanıcıdan yüz yüze anket yöntemi kullanılarak elde edilmiştir. Verilerin analizinde cinsiyete göre bağımsız gruplar t testi, faktör analizi ve iki yönlü varyans analizi yöntemlerinden yararlanılmıştır.  Analiz sonuçlarına göre, sahiplik etkisi düzeyi, cinsiyet ve etkileşim etkisi, kullanıcıların araç paylaşımına yönelik tutumunu ve niyetini istatistiksel olarak anlamlı şekilde etkilediği tespit edilmiştir. Sahiplik düzeyi düşük olan tüketicilerin araç paylaşımına yönelik tutum ve davranışsal niyet düzeylerinin yüksek olduğu tespit edilmiştir. 

Keywords

• Sahiplik Etkisi,Ortaklaşa/İşbirlikçi Tüketim,Araç Paylaşımı,Ödeme İstekliliği,Kabul Etme İstekliliği

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