Elektrikli Scooter Kiralamada Algılanan Tüketici Faydası: Tüketici Yenilikçiliğin Rolü

Yıl 2021, Cilt: 6 Sayı: 2, 171 - 195, 30.12.2021

Bilgehan Bozkurt Sibel Aydoğan , Murat Aktan

Öz

Dünya genelindeki nüfus artışı ve nüfus yoğunluğunun büyük şehirlerde toplanması kıt kaynakların dikkatli kullanımını ve mevcut sistemlerin sürdürülebilirliğini en önemli kavramlar haline getirmiştir. Bireylerin daha konforlu yaşamak ve çalışmak için şehirleri seçmesi şehirlerin nüfus yoğunluğunu artırmaktadır. İnsanoğlu ömrü boyunca sahip olduğu en değerli varlığı olan zaman ve doğal kaynakları verimli kullanmak için yeni çözümler aramaktadır. Bu çerçevede yüksek nüfuslu şehirlerde ulaşımda yenilikçi bir yaklaşım getiren elektrikli scooterın kullanımı gittikçe yaygınlaşmaktadır. Bu araştırma, yenilikçi bir ürün olan elektrikli scooterın bireyler tarafından yaygın kullanılma niyetini etkileyen faktörlerin belirlenmesi amacıyla gerçekleştirilmiştir. Tüketiciler tarafından algılanan fayda ve yenilikçiliğin kullanma niyeti üzerindeki rolünü test etmek için literatüre dayanan 2 temel hipotez geliştirilmiş ve bu kapsamda ampirik bir çalışma gerçekleştirilmiştir. Araştırma kapsamında 311 kişiden veri toplanmış, yapısal eşitlik modellemesi ile tüketici yenilikçiliğinin ve kullanım sırasında algılanan faydanın elektrikli scooter kullanma niyeti üzerindeki etkileri test edilmiştir. Elde edilen araştırma bulguları üzerinden teorik ve pratik tavsiyeler verilmeye çalışılmıştır. Bu çalışma sayesinde bireylerin günlük yaşamlarının içine giren teknolojik ürünlerin seçimini etkileyen algılanan fayda, tüketici yeniliği ve niyet faktörlerinin arasında bulunan ilişkinin ‘elektrikli scooter’ özelinde açıklanmasıyla Türkçe literatürün zenginleşmesine bir katkı sağlanması hedeflenmiştir. Ulaşılan bulgularda, meydana gelen yeniliklerin kullanıcılar veya tüketiciler tarafından benimsenmesi ile bireyler tarafından elektrikli scooter kullanma niyeti üzerinde algılanan faydanın, tüketici yenilikçiliğine oranla daha fazla etkisinin olduğu gözlenmiştir.

Anahtar Kelimeler

Kullanma niyeti, Tüketici yenilikçiliği, Algılanan fayda, Elektrikli scooter, Doğal çevre, Paylaşım ekonomisi

Perceived Benefits of Customer in Renting Electric Scooter : The Role of Consumer Innovativeness

Öz

Parallel with the increase in world population, effective and careful use of scarce resources along with ensuring the sustainability of the systems have become more crucial. In this respect, electric scooters are prevailing as an innovative transportation medium especially in highly populated regions. This study aimed to investigate the factors influencing the intentions to use electric scooters. Data were collected from 311 respondents and the influence of consumer innovativeness and perceived benefits on willingness to use electric scooters were tested by utilizing a structural equation modelling. The study findings revealed that perceived benefits affected intention to use electric scooters to a greater extent than consumer innovativeness. Based on the findings, theoretical and practical implications were suggested.

Anahtar Kelimeler

Consumer Innovativeness, Perceived benefits, Intention to use, Electric scooter, Natural environment, Sharing economy

Kaynakça

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