PAYLAŞIM EKONOMİSİNDE MOTİVASYONLARIN DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİ

Yıl 2024, Cilt: 25 Sayı: 2, 87 - 100, 30.12.2024

Sercan Yıldız , Haluk Tanrıverdi

https://doi.org/10.24889/ifede.1481946

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.

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

Kaynakça

• Ajzen, I. (1991). The Theory of Planned Behavior. Organization Behavior and Human Decision Processes. Academic Press, 50(2), 179-211.
• Akhmedova, A., Vila-Brunet, N., & Mas-Machuca, M. (2021). Building Trust in Sharing Economy Platforms: Trust Antecedents and Their Configurations. Internet Research, 31(4), 1463-1490.
• Allen, D., & Berg, C. (2014). The Sharing Economy How Over-Regulation Could Destroy an Economic Revolution. Institute of Public Affairs, 1-39.
• Ayazlar, R. A. (2018). Paylaşım Ekonomisi ve Turizm Endüstrisine Yansımaları. Gaziantep University Journal of Social Sciences, 17(3), 1186-1202.
• Belk, R. (2014). You Are What You Can Access: Sharing and Collaboratiive Consumption Online. Journal of Business Research, 67(8), 1595-1600.
• Botsman, R., & Rogers, R. (2010). What's Mine is Yours: How Collaborative Consumption is Changing the Way We Live. London: UK, Collins.
• Böcker, L., & Meelen, T. (2017). Sharing For People, Planet or Profit? Analysing Motivations For Intended Sharing Economy Participation. Environmental Innovation and Societal Transitions, 23, 28-39.
• Buhalis, D., & Law, R. (2008). Progress in Information Technology And Tourism Management: 20 Years On And 10 Years After the Internet—The State Of Etourism Research. Tourism Management, 29(4), 609-623.
• Calle Vaquero, A., & Calle Calle, P. (2013). The Collaborative Consumption: A Form of Consumption Adapted to Modern Times. Revista de Estudios Económicos y Empresariales, 15-30.
• Cohen, B., & Kietzmann, J. (2014). Ride on! Mobility Business Models for the Sharing Economy. Organization & Environment, 27(3), 279-296.
• Daunorienė, A., Drakšaitė, A., Snieška, V., & Valodkienė, G. (2015). Evaluating Sustainability of Sharing Economy Business Models. Procedia-Social and Behavioral Sciences, 213, 836-841.
• Erickson, K., & Sørensen, I. (2016). Regulating the Sharing Economy. Internet Policy Review, 5(2), 1-13.
• Ert, E., Fleischer, A., & Magen, N. (2016). Trust and Reputation in the Sharing Economy: the Role of Personal Photos in Airbnb. Tourism management, 55, 62-73.
• Felson, M., & Spaeth, J. (1978). Community Structure and Collaborative Consumption: A Routine Activity Approach. American behavioral scientist, 21(4), 614-624.
• Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
• Forno, F., & Garibaldi, R. (2015). Sharing Economy in Travel and Tourism: The Case of Home-Swapping in Italy. Journal of Quality Assurance in Hospitality & Tourism, 16(2), 202-220.
• Guttentag, D. (2015). Airbnb: Disruptive Innovation and the Rise of an Informal Tourism Accommodation Sector. Current Issues in Tourism, 18(12), 1192-1217.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis Seventh Edition. Prentice Hall.
• Hamari, J., Sjöklint, M., & Ukkonen, A. (2015). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association For Information Science and Technology, 67(9), 2047-2059.
• Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016). Trust in the Sharing Economy. Die Unternehmung, Swiss Journal of Business Research and Practice, 70(1), 26-44.
• Heinrichs, H. (2013). Sharing Economy: A Potential New Pathway to Sustainability. GAIA-Ecological Perspectives for Science and Society, 22(4), 228-231.
• Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modelling: Guidelines For Determining Model Fit. Electronic Journal of Business Research Methods, 6, 53-60.
• Hossain, M. (2020). Sharing Economy: A Comprehensive Literature Review. International Journal of Hospitality Management, 87, 1-11.
• Ter Huurne, M., Ronteltap, A., Guo, C., Corten, R., & Buskens, V. (2018). Reputation Effects in Socially Driven Sharing Economy Transactions. Sustainability, 10(8), 1-19.
• Kamal, P., & Chen, J. Q. (2016). Trust in Sharing Economy. PACIS Proceedings Paper, 109.
• Kaplan, D. (2000). Evaluating and Modifying Structural Equation Models. Structural Equation Modeling, Foundations And Extensions. Thousand Oaks: Sage Publications, 106-29.
• Kathan, W., Matzler, K., & Veider, V. (2016). The Sharing Economy: Your Business Model's Friend or Foe? Business Horizons, 59(6), 663-672.
• Kieffe, K. M. (1998). Orthogonal Versus Oblique Factor Rotation: A Review of the Literature Regarding the Pros and Cons. Annual Meeting of the Mid-South Educational Research Association, New Orleans, 1-33.
• Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Publications.
• Lee, Z. W., Chan, T. K., Balaji, M. S., & Chong, A. L. (2018). Why People Participate in the Sharing Economy: An Empirical Investigation of Uber. Internet Research, 28(3), 829-850.
• Liu, Y., & Yang, Y. (2018). Empirical Examination of Users’ Adoption of the Sharing Economy in China Using an Expanded Technology Acceptance Model. Sustainability, 10(4), 1-17.
• Lutz, C., Hoffmann, C. P., Bucher, E., & Fieseler, C. (2018). The Role of Privacy Concerns in the Sharing Economy. Information, Communication & Society, 21(10), 1472-1492.
• Min, S., So, K. F., & Jeong, M. (2019). Consumer Adoption of the Uber Mobile Application: Insights From Diffusion of Innovation Theory and Technology Acceptance Model. Journal of Travel & Tourism Marketing, 36(7), 770-783.
• Möhlmann, M. (2015). Collaborative Consumption: Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again. Journal of Consumer Behaviour, 14(3), 193-207.
• Newlands, G., Lutz, C., & Fieseler, C. (2018). Power in the sharing economy: European Perspectives. SSRN Electronic Journal, 1-15.
• Pagel, M. (2012). Wired for Culture: The Natural History of Human Cooperation. Penguin UK.
• Plewnia, F., & Guenther, E. (2018). Mapping the Sharing Economy for Sustainability Research. Management Decision, 56(3), 570-583.
• Poon, K. Y., & Huang, J. W. (2017). Past Experience, Traveler Personality and Tripographics on Intention to Use Airbnb. International Journal of Contemporary Hospitality Management., 29(9), 2425-2443.
• Puschmann, T., & Alt, R. (2016). Sharing Economy. Business & Information Systems Engineering, 58, 93-99.
• Ranjbari, M., Morales-Alonso, G., & Carrasco-Gallego, R. (2018). Conceptualizing the Sharing Economy through Presenting a Comprehensive Framework. Sustainability, 10(7), 1-24.
• Ranzini, G., Etter, M., Lutz, C., & Vermeulen, I. (2017). Privacy in the Sharing Economy. SSRN Electronic Journal, 1-18.
• Richards, G. (2011). Creativity And Tourism. The State of the Art. Annals of Tourism Research, 38(4), 1225-1253.
• Richardson, L. (2015). Performing the Sharing Economy. Geoforum, 67, 121-129.
• Ryan, R. M., & Deci, E. L. (2000b). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25(1), 54-67.
• Ryan, R. M., & Deci, E. L. (2000a). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American psychologist, 55(1), 68-78.
• Selloni , D. (2017). New Forms of Economies: Sharing Economy, Collaborative Consumption, Peer-to-Peer Economy. Springer.
• Sundararajan, A. (2016). The Sharing Economy: The End of Employment and the Rise of Crowd-Based Capitalism. Mit Press.
• Sung, E., Kim, H., & Lee, D. (2018). Why Do People Consume and Provide Sharing Economy Accommodation? A Sustainability Perspective. Sustainability, 10(6), 1-17.
• Tabachnick, B. G., & Fidell, L. S. (2013). Using Multivariate Statistics. Boston: Pearson.
• Teubner, T. (2014). Thoughts on the Sharing Economy. Proceedings of the International Conference on e-Commerce, 322-326.
• Teubner, T., & Flath, C. M. (2019). Privacy in the Sharing Economy. Journal of the Association for Information Systems, 20(3), 213-242.
• Toposophy. (2016). Dmo's and the Sharing Economy: Taking the Leap Creating a Vision For the Benefit of All Destination Stakeholders. Available Online: http://www.toposophy.com.
• Truong, N. B., Tai-Won, U., & Gyu , M. L. (2016). A Reputation and Knowledge Based Trust Service Platform for Trustworthy Social Internet of Things. 19th International ICIN Conference, Paris, 104-111.
• Tussyadiah, I. P., & Park, S. (2018). When Guests Trust Hosts for Their Words: Host Description and Trust In Sharing Economy. Tourism Management, 67, 261-272.
• Wang, Y., Asaad, Y., & Filieri, R. (2020). What Makes Hosts Trust Airbnb? Antecedents of Hosts’ Trust Toward Airbnb and Its Impact on Continuance Intention. Journal of Travel Research, 59(4), 686-703.
• Yang, S., & Ahn, S. (2016). Impact of Motivation in the Sharing Economy and Perceived Security in Attitude and Loyalty Toward Airbnb. Advanced Science and Technology Letters, 129, 180-184.
• Zeller, R. A., Zeller, R. A., & Carmines, E. G. (1980). Measurement in the Social Sciences: The Link Between Theory and Data. Cambridge University Press.
• Zervas, G., Proserpio, D., & Byers, J. W. (2021). A First Look at Online Reputation on Airbnb, Where Every Stay is Above Average. Marketing Letters, 32, 1-16.