Sahiplenmeden Tüketemez miyiz? Dijital Paylaşım Ekonomisinde Kiralama Üzerine Kavramsal Bir İnceleme

Yıl 2020, Cilt: 4 Sayı: 8, 137 - 152, 15.12.2020

Hakan Kiracı Ruşen Akdemir

https://doi.org/10.31006/gipad.709332

Cited By: 1

Öz

Asırlardır süren ve satın almanın yüceltildiği klasik ticari yaşamda, başlarda oldukça dar kapsamlı görülen kiralama seçeneğinin son yıllarda satın almanın karşısında giderek gelişim gösterdiği gözlemlenmektedir. Geçici yarar sunması, mülkiyet hakkının verilmemesi, kimi ürün/hizmetlerde satın almaya görece pahalı bir seçenek olarak kalması vb. sakıncalarının yanı sıra, satın almayla karşılaştırıldığında önemli üstünlükler sağlayan kiralama hem kiraya veren hem de kiralayan kişi / kuruluşlar açısından cazip bir seçenek haline gelmektedir. Ayrıca dijital girişimlerin geleneksel pazaryerlerine üstünlük kurmasının da etkisiyle birey ya da kuruluşların “satın alma kirala” sloganına uyarak gereksinim ve isteklerini giderme tercihlerini / davranışlarını dönüştürdüğü görülmektedir. Bu çalışmada, satın almayla karşılaştırma yapılarak kiralama davranışı ve dijital kiralama sistemleri incelenmekte; herhangi bir varlığın mülkiyetini elinde bulundurma durumunda söz konusu olan kullanma ve sunulan yararlardan faydalanmanın ekonomik alternatifi olarak kabul gören kiralama seçeneğinin dünü, bugünü ve yarını hakkında bilgiler verilmektedir. Diğer bir deyişle, literatür taramasıyla kiralama konusunda yapılan akademik çalışmaların bulguları derlenerek, Türkiye’de “bugün” için oldukça dar kapsamlı görülen kiralama seçeneğinin gelecekte yaygınlaştırılması için paydaşlara çeşitli öneriler getirilmektedir.

Anahtar Kelimeler

Kiralama, satın alma, dijital girişimcilik, paylaşım sistemleri

Can’t We Consume Without Ownership? A Conceptual Research on Renting in the Digital Sharing Economy

Öz

In the classical commercial life, which has lasted for centuries and where the purchase has been glorified, the rental option, which was initially seen to be very narrow, has been observed to have progressively improved. Moreover, it could be said that renting has some disadvantages such as providing temporary benefits, non-granting of property rights, being a relatively expensive option to purchase in some products / services. However, the renting is becoming an attractive option which provides significant advantages compared to the purchasing, in terms of both the lessor and lessee person / organizations. In addition, it is seen that individuals or organizations are transforming their preferences / behaviors to fulfill their needs and desires by obeying the slogan called “rent, don’t buy” with the effect of digital enterprises' superiority over traditional marketplaces. In this study, renting behavior and digital renting systems are briefly reviewed by comparing with purchasing and described the past, present and future of the renting option, which is considered to be an economic alternative to the use and benefits offered in case of the possession of any asset. In other words, by compiling the findings of academic studies on renting through literature review, various suggestions are made to the stakeholders in order to spread the renting option which is seen as very narrow for today in Turkey.

Anahtar Kelimeler

Renting, purchasing, digital entrepreneurship, sharing systems

Kaynakça

• Albinsson, P.A. ve Perera, B.Y. (2012). “Alternative Marketplaces in the 21st Century: Building Community Through Sharing Events”, Journal of Consumer Behavior, 11(4): 303-315.
• Bardhi, F. & Eckhardt, G.M. (2012). “Access-Based Consumption: The Case of Car Sharing”, Journal of Consumer Research, 39 (4): 881-898.
• Beracha, E. & Johnson, K.H. (2012). “Lessons from Over 30 Years of Buy versus Rent Decisions: Is the American Dream Always Wise?”, Real Estate Economics, 40 (2): 217-247.
• Beracha, E., Seiler, M.J., & Johnson, K.H. (2012). “The Rent Versus Buy Decision: Investigating the Needed Property Appreciation Rates to be Indifferent Between Renting and Buying Property”, Journal of Real Estate Practice and Education, 15 (2): 71-88.
• Choudhary, V., Tomak, K. & Chaturvedi, A. (1998). “Economic Benefits of Renting Software”, Journal of Organizational Computing and Electronic Commerce, 8 (4): 277-305
• Durgee, J. F., & O’Connor, G. C. (1995). “An Exploration into Renting as Consumption Behavior”, Psychology & Marketing, 12 (2): 89–104, doi:10.1002/mar.4220120202
• Hargreaves, B. (2002). “To Rent or Buy; That is the Question”, Pacific Rim Real Estate Society (PRRES) Conference 2002, Christchurch, 21-23 Ocak.
• Heather E. P., Ozanne, L.K. & Ballantine, P.W. (2015). “Examining Temporary Disposition and Acquisition in Peer-to-Peer Renting”, Journal of Marketing Management, (31)11-12: 1310-1332, doi: 10.1080/0267257X.2015.1013490
• Hirst, D. E., Joyce, E. J. ve Schadewald, M. S. (1994). “Mental Accounting and Outcome Contingency in Consumer-Borrowing Decisions”, Organizational Behavior and Human Decision Processes, 58 (1): 136–152.
• Irani, S. ve Ramanathan, D. (1994). “The problem of renting versus buying”, http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.44.8179&rep=rep1&type=pdf (Erişim: 04.05.2019).
• Kahneman, D. ve Tversky, A. (1979). “Prospect Theory: An Analysis of Decision Under Risk”, Econometrica, (47)1: 263–91.
• Knight J.R. & Eakin C.F. (1997), “A New Look at the Home Ownership Decision”, Real Estate Issues, 23 (2): 20-29.
• Knox, G., & Eliashberg, J. (2009). “The Consumer's Rent vs. Buy Decision in the Rentailer”, International Journal of Research in Marketing, 26 (2): 125-135.
• Lambrecht, A., & Skiera, B. (2006). “Paying too much and Being Happy About it: Causes and Consequences of Tariff Choice-Biases”, Journal of Marketing Research, 43(2), 212−223.
• Lawson, S. J. (2011). “Forsaking ownership: Three Essays on Non-Ownership Consumption and Alternative Forms of Exchange”, (yayınlanmamış doktora tezi), Florida State University, ABD.
• Lovelock, C., & Gummesson, E. (2004). “Whither services marketing? In Search of a New Paradigm and Fresh Perspectives”, Journal of Service Research, 7(1), 20–41, doi:10.1177/1094670504266131
• McCracken, G. (1988). Culture and Consumption, Bloomington University Press.
• Moeller, S., & Wittkowski, K. (2010). “The Burdens of Ownership: Reasons for Preferring Renting”, Managing Service Quality, 20 (2): 176–191, doi:10.1108/09604521011027598
• Mont, O. (2001). “Introducing and Developing a Product-Service System (PSS) Concept in Sweden”, Lund: International Institute for Environmental Economics.
• Moore, A. & Taylor, M. (2009). “Why Buy When You Can Rent? A Brief Investigation of Differences in Acquisition Mode Based on Duration”, Applied Economics Letters, 16(12): 1211-1213. doi: 10.1080/13504850701367304
• Obenberger, R. W. & Brown, S. W. (1976). “A marketing Alternative: Consumer Leasing and Renting”, Business Horizons, 19(1): 82-86.
• Ozanne, L. K., & Ozanne, J. L. (2011). “A Child’s Right to Play: The Social Construction of Civic Virtues in Toy Libraries”, Journal of Public Policy & Marketing, 30 (2): 264–278. doi:10.1509/jppm.30.2.264
• Roos, D. & Hahn, R. (2017). Does Shared Consumption Affect Consumers’ Values, Attitudes, and Norms? A Panel Study, Journal of Business Research, 77(1): 113-123.
• Shen, C., Chiou, J., & Kuo, B. (2011). “Remedies for Information Asymmetry in Online Transactions: An Investigation into the Impact of Web Page Signals on Auction Outcome”, Internet Research, 21 (2): 154–170, doi:10.1108/10662241111123748
• Snare, F. (1972). “The Concept of Property”, American Philosophical Quarterly, 9 (2): 200-206.
• Thaler, R. H. (1985). “Mental Accounting and Consumer Choice”, Marketing Science, (4) 3: 119–214.
• Trocchia, P., & Beatty, S. (2003). “An Empirical Examination of Automobile Lease vs Finance Motivational Processes”, Journal of Consumer Marketing, 20 (1): 28–43,
• Varian, H.R. (2000). “Buying, Sharing and Renting Information Goods”, The Journal of Industrial Economics, 48 (4): 473-488.
• Voicu,C. & Seiler, M.J. (2013). “Deriving the Rent Versus Buy Decision in theAbsence of Expected Home Price Appreciation or Risk Premia”, Journal of Real Estate Finance and Economics, 22 (1): 33-38.