kayüsosder Kayseri Üniversitesi Sosyal Bilimler Dergisi 2687-5772 Kayseri Üniversitesi 10.51177/kayusosder.1686339 Digital Marketing Consumer Behaviour Product and Brand Management Dijital Pazarlama Tüketici Davranışı Ürün ve Marka Yönetimi Elektrikli araçlara yönelik düşüncelerin nitel yöntemler ile incelenmesi: Akademisyenler üzerine bir araştırma Qualitative examination of perceptions of electric vehicles: A study of academics https://orcid.org/0000-0002-0268-1810 Karaca Şükran SİVAS CUMHURİYET ÜNİVERSİTESİ https://orcid.org/0000-0001-7061-1518 Öniz Caner SİVAS CUMHURİYET ÜNİVERSİTESİ 12 31 2025 7 2 342 379 04 29 2025 08 10 2025 Copyright © 2019, Kayseri Üniversitesi Sosyal Bilimler Dergisi 2019 Kayseri Üniversitesi Sosyal Bilimler Dergisi

Bu çalışmanın temel amacı, akademisyenlerin elektrikli araçlara yönelik düşüncelerinin incelenmesidir. Bu doğrultuda elektrikli araç kullanıcılarının çevresel etki, kullanım memnuniyeti, marka güveni, araç fiyatları, araç güvenliği ve devletin mali teşvikleri konusundaki deneyim, düşünce ve algılarını öğrenmek amaçlanmıştır. Çalışma kapsamında Sivas Cumhuriyet Üniversitesinde elektrikli araç sahibi olan 12 akademisyen ile mülakatlar gerçekleştirilmiştir. Çalışma amacı doğrultusunda nitel analiz yöntemlerinden biri olan fenomenolojik yaklaşım benimsenmiştir. Yapılan mülakatlar Maxqda nitel veri analiz programı kullanılarak veri görselleştirme işlemi yapılmıştır. Çalışma bulgularına göre; katılımcılar elektrikli araçların çevreye olumlu etkilerinin olduğunu düşünmektedir. Elektrikli araç kullanıcıları genel olarak araçlarından memnun olmakla birlikte geliştirilmesi gereken özelliklerinin de olduğu ifade etmişlerdir. Katılımcıların büyük bir kısmı kullandıkları elektrikli araç markalarına güvenmektedirler. Elektrikli araç fiyatlarını makul kabul eden grup çoğunlukta olmasına rağmen fiyatı yüksek bulan kullanıcılarında olduğu görülmüştür. Bir diğer konu olan elektrikli araçların güvenliği konusunda kullanıcılar elektrikli araçları güvenli bulurken, batarya ve atık güvenliği konusunda gelecekte oluşabilecek risklere karşı endişelerin olduğunu belirtmişlerdir. Ayrıca kullanıcılar, elektrikli araçlara yönelik devlet teşviklerinin satın alma kararlarını olumlu etkilediğini belirtirken teşviklerin yeterli olmadığını da ifade etmişlerdir. Çalışma sonuçları doğrultusunda paydaşlara çeşitli önerilerde bulunulmuştur.

The main objective of this study is to examine academics' perceptions of electric vehicles. In this regard, the aim is to learn about electric vehicle users' experiences, perceptions, and opinions regarding environmental impact, user satisfaction, brand trust, vehicle prices, vehicle safety, and government financial incentives. Within the scope of the study, interviews were conducted with 12 academics who own electric vehicles at Sivas Cumhuriyet University. In line with the study's objective, the phenomenological approach, one of the qualitative analysis methods, was adopted. The interviews were analyzed using the MaxQDA qualitative data analysis program to visualize the data. According to the findings of the study, participants believe that electric vehicles have a positive impact on the environment. Electric vehicle users are generally satisfied with their vehicles, but they also stated that there are features that need to be improved. The majority of participants trust the electric vehicle brands they use. Although the majority of the group considers electric vehicle prices to be reasonable, there are also users who find the prices high. Regarding the safety of electric vehicles, users consider electric vehicles to be safe, but they have expressed concerns about future risks related to battery and waste safety. Additionally, users have stated that government incentives for electric vehicles have positively influenced their purchasing decisions, but they have also indicated that the incentives are insufficient. Various recommendations have been made to stakeholders based on the results of the study.

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