Türkiye’de Paylaşım Ekonomisi İş Modellerini Kullananların Memnuniyeti Üzerine Bir İnceleme: Airbnb Örneği

Yıl 2024, Cilt: 19 Sayı: 75, 373 - 396, 31.07.2024

Elif Özgün Özdirek Ulu , Hüseyin Ekizler , Efe Kaan Ulu

https://doi.org/10.19168/jyasar.1369267

Öz

Bu araştırmada, konaklama sektörü oyuncusu Airbnb örneğiyle, Türk kullanıcıların paylaşım ekonomisi kullanımlarındaki memnuniyetini ölçmek ve analiz etmek amaçlanmıştır. Memnuniyet ve yeniden kullanma isteği oluşumunda tüketiciler tarafından önemli bulunan olumlu ve olumsuz noktalardan yola çıkarak, paylaşım ekonomisi uygulamaları için, geliştirmeleri gereken iş modelleri ve iletişim yolları alanlarında çıktı sağlamayı amaçlamaktadır. Araştırmanın sonuçlarına göre memnuniyeti istatistiksel olarak en açıklayıcı kavram güvenilirlik olarak saptanmıştır. Güvenilirliği sırasıyla fiyat ve hizmet kalitesi takip etmektedir. Modaya uyma, topluluğa ait olma ve çevresel etki boyutlarının memnuniyet üzerinde anlamlı etkilerinin olmadığı tespit edilmiştir.

Anahtar Kelimeler

Paylaşım ekonomisi, Airbnb, konaklama

Kaynakça

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