Araştırma Makalesi
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Elektrikli Scooter Kiralamada Algılanan Tüketici Faydası: Tüketici Yenilikçiliğin Rolü

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

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.

Kaynakça

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

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

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.

Kaynakça

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior And Human Decision Processes, 50, 179-211.
  • Aktan, M., Aydogan, S., & Aysuna, C. (2016). Web advertising value and students’ attitude towards web advertising. European Journal of Business and Management, 8(9), 86-97.
  • Akturan, U. & Tezcan, N. (2012). Mobile banking adoption of the youth market. Marketing Intelligence and Planning, 30(4), 444-459.
  • Akyol, B., & Ünlüönen, K., (2020). Paylaşım ekonomisinin turizm sektörüne etkileri: Kırıkkale üniversitesi öğrencileri üzerine bir araştırma. Journal of Tourism and Gastronomy Studies, 2020, 8 (1), 623-625
  • Al-Somali, S.A., Gholami, R. & Clegg, B. (2009). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 29, 130-141.
  • Assink, M. (2006). Inhibitors of disruptive innovation capability: A conteptual model. European Journal of Innovation Management, 9(2), 215-233.
  • Aydoğan, S., Güvendik, Ö., & Ayar, B. (2019). Innovative consumers of the digital age: Opinion seeking on instagram, Busıness & Management Studies: An International Journal, 7(2), 614-615 Başar, E. E. & Yapraklı, Ş. (2013). Tüketici yenilikçiliği ve genişletilmiş teknoloji kabul modelinin E-CRM üzerinde etkileri: Bankacılık sektöründe bir uygulama. The Journal of Academic Social Science Studies, 6(6), 149-180.
  • Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734.
  • Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1630.
  • Bellin, H. (2017). Some managerial thinking about the sharing economy. Journal of Marketing Channels, 24, 97-99
  • Benkler, Y. (2004). Sharing nicely: On shareable goods and the emergence of sharing as a modality of economic production. https://pdfs.semanticscholar.org/5ec4/4580bb892bab906ee7ac64dec4c318f4e56c.pdf
  • Bhatnagar, A., Misra, S., & Rao, H.R. (2000). On risk, convenience, and ınternet shopping behavior. Communications of The ACM, 43(11), 98-105.
  • Bilici, F. & Özdemir, E. (2020). Tüketicilerin artırılmış gerçeklik teknolojilerini kullanma niyeti üzerinde teknolojik hazır bulunuşluluğun rolü, International Social Mentality and Researcher Thinkers Journal, Issn:2630-631X, 6(37), 2046-2060.
  • Botsman, R. & Rogers, R. (2010). What’s mine is yours: The rise of collaborative consumption. New York, Harper Collins.
  • Böcker, L. & Meelen, T., (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39.
  • Chao, C.W., Reid, M. & Mavondo, F.T., 2012. Consumer innovativeness influence on really new product adoption. Aust. Mark. J. 20 (3), 211–217. https://doi.org/10.1016/j. ausmj.
  • Chauhan, V., Yadav, R. & Choudhary, V., 2019. Analyzing The Impact Of Consumer Innovativeness And Perceived Risk In Internet Banking Adoption: A Study Of Indian Consumers, International Journal of Bank Marketing, 37(1): 323-339.
  • Cheng, M. (2016). Current sharing economy media discourse in tourism. Annals of Tourism Research, 60, 111-114.
  • Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal Of Hospitality Management, 57, 60-70. Bardhi ve Eckhardt, 2012:881
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  • https://www.airbnb.com/about
  • https://www.blog.blablacar.com.tr/about-us
  • https://www.zipcar.com/about
Toplam 101 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Bilgehan Bozkurt Bu kişi benim 0000-0001-8090-8892

Sibel Aydoğan 0000-0002-4870-1901

Murat Aktan 0000-0003-3683-7796

Yayımlanma Tarihi 30 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 6 Sayı: 2

Kaynak Göster

APA Bozkurt, B., Aydoğan, S., & Aktan, M. (2021). Elektrikli Scooter Kiralamada Algılanan Tüketici Faydası: Tüketici Yenilikçiliğin Rolü. Aurum Journal of Social Sciences, 6(2), 171-195.