Sahiplik Etkisinin Araç Paylaşımına Yönelik Tutum ve Niyet Üzerindeki Etkisinin Analizi

Yıl 2019, Cilt: 16 Sayı: 1, 14 - 35, 28.06.2019

Mutlu Yüksel Avcılar Meltem Canoğlu Akın Alkevli

Öz

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. 

Anahtar Kelimeler

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

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