THE IMPACT OF MOTIVATIONS ON BEHAVIORAL INTENTIONS IN THE SHARING ECONOMY

Öz

This study examines the motivations that impact individuals’ behavioral intentions (BI) to participating the sharing economy in the tourism industry. Based on existing literature, the study develops a conceptual framework to test the research hypotheses that encompasses six major motivations: economic benefits, sustainability, enjoyment, reputation, trust, and privacy. For this purpose, the quantitative research method is preferred and the data was collected through a face-to-face survey questionnaire from 398 locals in Istanbul with experience of using Airbnb. As a result of the study, the proposed Sharing Economy Motivation Scale (SEMS) is confirmed using factor analysis. The results of the path analysis also revealed that, all six motivations have a significant direct and positive influence on behavioral intention. In fact, trust emerged as the most influential motivation to behavioral intention, followed by privacy, enjoyment, sustainability, economic benefits and reputation. The research findings contribute to a greater understanding of the motivations behind participation in the sharing economy in tourism industry.

Anahtar Kelimeler

• Sharing Economy
• Tourism
• Tourist Behavior
• Collaborative Consumption
• İstanbul

PAYLAŞIM EKONOMİSİNDE MOTİVASYONLARIN DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışmada, turizm endüstrisi içerisinde bireylerin paylaşım ekonomisine katılmaya yönelik davranışsal niyetlerini etkileyen motivasyon faktörleri incelenmektedir. Çalışma, mevcut literatüre dayanarak araştırma hipotezlerini test etmek için, altı temel motivasyon olan ekonomik fayda, sürdürülebilirlik, eğlence, itibar, güven ve gizlilik’e yönelik kavramsal bir çerçeve geliştirmektedir. Bu kapsamda çalışmada, nicel araştırma yöntemi tercih edilmiş ve veriler, İstanbul’da ikamet eden ve Airbnb kullanma deneyimine sahip 398 yerel halkdan, yüz yüze anket yoluyla toplanmıştır. Çalışma sonucunda, önerilen Paylaşım Ekonomisi Motivasyon Ölçeği (PEMÖ) faktör analizleri kullanılarak doğrulanmıştır. Ayrıca yol analizi sonuçları, altı motivasyonun davranışsal niyet üzerinde anlamlı direkt ve pozitif etkiye sahip olduğunu ortaya koymuştur. Öyle ki, güven, davranışsal niyeti etkileyen en etkili motivasyon olarak ortaya çıkmış, bunu gizlilik, eğlence, sürdürülebilirlik, ekonomik faydalar ve itibar izlemiştir. Araştırma bulguları, turizm endüstrisinde paylaşım ekonomisine katılımın ardındaki motivasyonların daha iyi anlaşılmasına katkıda bulunmaktadır.

Anahtar Kelimeler

• Paylaşım Ekonomisi
• Turizm
• Turist Davranışı
• İşbirlikçi Tüketim
• İstanbul.

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