ORTAKLAŞA TÜKETİM GÜDÜLERİ: İKİ-TARAFLI TÜKETİCİ ROLÜNÜN DÜZENLEYİCİ ETKİSİ

Öz

Bu çalışma ekonomik, sosyal ve çevresel güdüler ile ortaklaşa tüketime karşı tutum ve ortaklaşa tüketime katılma niyeti arasındaki ilişkiyi incelemek ve tüketicilerin kullanıcı ve sağlayıcı olma isteğinin bu ilişkideki düzenleyici rolünü belirlemek amacıyla yapılmıştır. Çalışmanın sonuçlarına göre ekonomik, sosyal ve çevresel güdülerin ortaklaşa tüketime karşı tutum üzerinde ve tutumun da sisteme katılım niyeti üzerinde olumlu etkisi bulunmaktadır. Kullanıcı olma isteğinin güdülerle tutum arasındaki ilişkide düzenleyici bir rolü bulunmamaktadır. Ancak sağlayıcı olma isteği sosyal güdülerle ortaklaşa tüketime karşı tutum arasında düzenleyici role sahiptir.

Anahtar Kelimeler

• Ortaklaşa Tüketim, Güdüler, Tutum

MOTIVES FOR COLLABORATIVE CONSUMPTION: THE MODERATOR EFFECT of TWO-SIDED CONSUMER ROLE

Öz

The purpose of this study is to examine the relationships among social, economic, and environmental motives, attitude towards collaborative consumption, CC and intention to participate in CC. The study also investigates the moderating effect of a two-sided consumer role on the motivation-attitude link. According to the study results, economic, social, and environmental motives have a significant effect on attitude towards CC. Also, findings indicate that attitude towards CC has a positive effect on the intention to participate in CC. The willingness to share products as an user does not moderate the relationship between motives and attitude towards CC. However, willingness to share products as a provider moderates the relationship between social motives and attitude toward CC

Anahtar Kelimeler

• Collaborative Consumption, Motives, Attitude Towards Collaborative Consumption

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