DYSFUNCTIONAL CONSUMPTION OF PUBLIC SERVICES: CONSUMERS' TENDENCY TO VIOLATE TRAFFIC LIGHTS RULES

Yıl 2022, Sayı: 62, 57 - 86, 30.08.2022

Hande Bilgehan Enes İnan Ayla Özhan Dedeoğlu Ezgi Kabasakal

https://doi.org/10.18070/erciyesiibd.1027021

Öz

Consumption of public services takes place in a collective context where not only one but all consumers’ interests are at stake. Therefore, dysfunctional consumption of these services puts individual and, also, collective benefits at risk. As a public service, traffic lighting services are consumed by drivers. The present study examines consumers’ tendency to violate the yellow light rules in traffic, in other words, the tendency of dysfunctional consumption of yellow traffic lights. The findings indicate that as “the degree of awareness of the driver's responsibilities in the traffic”, “the tendency to comply with the feedback received from the immediate environment”, “the tendency to comply with the public service rules” decrease, the tendency to violate the yellow light, in other words, the tendency to consume traffic lighting services irresponsibly increases. Moreover, the fact the driver does not evaluate non-compliance as a negative behavior lets him violate the yellow light. In addition, it has been observed that drivers who have not been punished for violating the yellow lights before comply with the yellow light rules more than those who have been punished, drivers who have not had a traffic accident before comply with the yellow light rules more than those who have had a traffic accident. Besides that, female drivers comply with the yellow light rules more than male drivers. Suggestions for using the findings of the study within the scope of social marketing campaigns aiming to convey the importance of functional consumption of public services to consumers have also been developed.

Anahtar Kelimeler

Dysfunctional Consumption, Irresponsible Consumption, Public Services, Traffic Lights Violations, Structural Equation Modeling

KAMU HİZMETLERİNİN FONKSİYONEL OLMAYAN TÜKETİMİ: TÜKETİCİLERİN TRAFİKTE IŞIK İHLAL ETME EĞİLİMLERİ

Öz

Kamu hizmetlerinin tüketimi, diğer bireylerin çıkarlarının da varlığı söz konusu olduğu kolektif bağlamda gerçekleşmektedir. Fonksiyonel olmayan tüketim; sadece bireysel faydayı riske atmakla kalmayıp, diğer bireylere de zarar verme riski taşımaktadır. Bir kamu hizmeti olan trafik ışıkları hizmetinin tüketicisi olan sürücülerdir. Çalışma sürücülerin trafikte sarı ışık kurallarını ihlal etme eğilimlerini fonksiyonel olmayan tüketim bağlamında ele almaktadır. SPSS ve AMOS çıktılarına göre elde edilen bulgular, sürücünün trafikteki sorumluluklarına ilişkin bilincinin, yakın çevresinden gelen geri bildirime uyma eğiliminin, kamu hizmet kurallarına uyma eğiliminin azalmasının sürücülerin trafik ışıklarını ihlal etmesinde etken olduğunu göstermektedir. Ayrıca sürücünün, kurallara uymamayı olumsuz davranış olarak görmemesi de sarı ışıkta ihlal yapmasına neden olmaktadır. Daha önce trafikte sarı ışık ihlalinden dolayı ceza almayanların, alanlara göre, kadın sürücülerin, erkeklere göre ve daha önce trafik kazası geçirmemiş sürücülerin, geçirenlere göre sarı ışık kurallarına daha fazla uyduğu görülmüştür. Çalışma ile elde edilen bulguların, kamu hizmetlerinin fonksiyonel tüketiminin öneminin tüketicilere aktarılmasını amaçlayan sosyal pazarlama kampanyaları kapsamında kullanılmasına ilişkin öneriler de geliştirilmiştir.

Anahtar Kelimeler

Fonksiyonel Olmayan Tüketim, Sorumsuz Tüketim, Kamu Hizmetleri, Trafik Işıklarının İhlali, Yapısal Eşitlik Modeli

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