Research Article
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THE EFFECT OF ATTITUDES TOWARDS THE CONCEPT OF COLLABORATIVE CONSUMPTION ON INTENTION TO USE SECOND HAND E-FASHION WEBSITES

Year 2021, Volume: 8 Issue: 1, 1 - 25, 26.03.2021
https://doi.org/10.30798/makuiibf.691529

Abstract

The main aim of the study is to examine the mediating effect of attitudes towards collaborative consumption on the effect of economic benefit, sustainability, trust, eWOM and price sensitivity on the intention of using second-hand e-fashion sites. Previous studies in Turkey that related collaborative consumption have focused on the car and home-sharing. In this study, second-hand fashion sites were examined within the scope of collaborative consumption. Therefore this study distinguishes from its peers in the literature. The data of the study was obtained by collecting questionnaires from 316 participants and a structural equation model with seven variables was established. Reliability and validity analysis, correlation analysis, exploratory factor analysis, confirmatory factor analysis and path analysis were performed in the study. As a result of the study, it was seen that economic benefit, sustainability, trust, eWOM and price sensitivity positively affect attitudes and intention to use on collaborative consumption. In addition, it was found that the attitudes towards the concept of collaborative consumption had a mediating effect between the independent variables and intention to use as a dependent variable.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Bardhi, F. ve Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.
  • Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734.
  • Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of Management Information Systems, 19(1), 211-241.
  • Bock, G. W., Zmud, R. W., Kim, Y. G. ve Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological factors, and organizational climate. MIS Quarterly, 29(1), 87-111.
  • Botsman, R. ve Rogers, R. (2010). What’s mine is yours. The rise of collaborative consumption.
  • Buda, G. (2017). Attitudes and Motivations of Consumers in Sharing Economy. Management, Enterprise and Benchmarking in the 21st Century, 22.
  • Chai, S., Das, S. ve Rao, H. R. (2012). Factors affecting bloggers' knowledge sharing: An investigation across gender. Journal of Management Information Systems, 28(3), 309-342.
  • Çakmur, H. (2012). Araştırmalarda Ölçme-Güvenilirlik-Geçerlilik. TAF Preventive Medicine Bulletin, 11(3).
  • Edbring, E. G., Lehner, M. ve Mont, O. (2016). Exploring Consumer Attitudes to Alternative Models of Consumption: Motivations and Barriers. Journal of Cleaner Production, 123, 5-15.
  • Felson, M. ve Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614-624.
  • Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin.
  • Goldsmith, R. E. ve Newell, S. J. (1997). Innovativeness and price sensitivity: managerial, theoretical and methodological issues. Journal of Product & Brand Management, 6(3), 163-174.
  • Gruen, T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
  • Gümüş, B. ve Gegez, E. (2016). Değişen Tüketici Kültüründe Yeni Trend: Ortak Tüketim. Proceeding of the 21st Congress on Marketing In The Digital World, Kütahya Turkey. Dumlupınar University Publishing.
  • Hair, F. J., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R, L. (2006). Multivariate Data Analysis, 6, New Jersey: Pearson Prentice Hall.
  • Hamari, J., Sjöklint, M. ve 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.
  • Hawapi, M. W., Sulaiman, Z., Kohar, U. H. A. ve Talib, N. A. (2017). Effects of Perceived Risks, Reputation and Electronic Word of Mouth (E-WOM) on Collaborative Consumption of Uber Car Sharing Service. In IOP Conference Series: Materials Science and Engineering (Vol. 215, No. 1, p. 012019). IOP Publishing.
  • Hsu, C. L. ve Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868. Karahan G. (22 Mayıs 2014). Sürdürülebilirlik Nedir? Erişim 18 Mart 2019 https://www.yesilist.com/surdurulebilirlik-nedir/
  • Lamberton, C. P. ve Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
  • Liang, L. J., Choi, H. C. ve Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73-89.
  • Lorcu, F. (2015). Örneklerle Veri Analizi Spss Uygulamalı. Detay Yayıncılık, Ankara.
  • 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.
  • Owyang, J., Tran, C. ve Silva, C. (2013). The collaborative economy. Altimeter, United States.
  • Özgül, E. (2010). Tüketicilerin Değer Yapıları, Gönüllü Sade Yaşam Tarzı ve Sürdürülebilir Tüketim Üzerindeki Etkileri. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 117-150.

ORTAK TÜKETİM ANLAYIŞINA İLİŞKİN TUTUMLARIN, İKİNCİ EL E-MODA SİTELERİNİ KULLANMA NİYETİNE ETKİSİ

Year 2021, Volume: 8 Issue: 1, 1 - 25, 26.03.2021
https://doi.org/10.30798/makuiibf.691529

Abstract

Araştırmanın temel amacı, ekonomik yarar, sürdürülebilirlik, güven, eWOM ve fiyat hassasiyetinin, ikinci el e-moda sitelerini kullanma niyeti üzerindeki etkisinde ortak tüketime ilişkin tutumların aracılık etkisini incelemektir. Türkiye’de daha önce ortak tüketim kapsamında yapılmış çalışmalar araba ve ev paylaşımı üzerine odaklanmışlardır. Bu çalışmada ise ortak tüketim kapsamında ikinci el e-moda sitelerinin ele alınması çalışmayı literatürdeki benzerlerinden ayırmaktadır. Araştırmanın verileri 316 katılımcıdan anket toplanarak elde edilmiş ve yedi değişkenli bir yapısal eşitlik modeli kurulmuştur. Çalışmada güvenilirlik ve geçerlilik analizi, korelasyon analizi, keşfedici faktör analizi, doğrulayıcı faktör analizi ve yol analizleri yapılmıştır. Araştırmanın sonucunda, ekonomik yarar, sürdürülebilirlik, güven, eWOM ve fiyat hassasiyetinin ortak tüketim anlayışına ilişkin tutumları ve kullanma niyetini pozitif yönde etkilediği görülmüştür. Ayrıca ortak tüketim anlayışına ilişkin tutumların bağımsız değişkenler ve bağımlı değişken olan kullanma niyeti arasında aracılık etkisine sahip olduğu tespit edilmiştir.

References

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Bardhi, F. ve Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.
  • Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734.
  • Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of Management Information Systems, 19(1), 211-241.
  • Bock, G. W., Zmud, R. W., Kim, Y. G. ve Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological factors, and organizational climate. MIS Quarterly, 29(1), 87-111.
  • Botsman, R. ve Rogers, R. (2010). What’s mine is yours. The rise of collaborative consumption.
  • Buda, G. (2017). Attitudes and Motivations of Consumers in Sharing Economy. Management, Enterprise and Benchmarking in the 21st Century, 22.
  • Chai, S., Das, S. ve Rao, H. R. (2012). Factors affecting bloggers' knowledge sharing: An investigation across gender. Journal of Management Information Systems, 28(3), 309-342.
  • Çakmur, H. (2012). Araştırmalarda Ölçme-Güvenilirlik-Geçerlilik. TAF Preventive Medicine Bulletin, 11(3).
  • Edbring, E. G., Lehner, M. ve Mont, O. (2016). Exploring Consumer Attitudes to Alternative Models of Consumption: Motivations and Barriers. Journal of Cleaner Production, 123, 5-15.
  • Felson, M. ve Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist, 21(4), 614-624.
  • Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin.
  • Goldsmith, R. E. ve Newell, S. J. (1997). Innovativeness and price sensitivity: managerial, theoretical and methodological issues. Journal of Product & Brand Management, 6(3), 163-174.
  • Gruen, T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
  • Gümüş, B. ve Gegez, E. (2016). Değişen Tüketici Kültüründe Yeni Trend: Ortak Tüketim. Proceeding of the 21st Congress on Marketing In The Digital World, Kütahya Turkey. Dumlupınar University Publishing.
  • Hair, F. J., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R, L. (2006). Multivariate Data Analysis, 6, New Jersey: Pearson Prentice Hall.
  • Hamari, J., Sjöklint, M. ve 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.
  • Hawapi, M. W., Sulaiman, Z., Kohar, U. H. A. ve Talib, N. A. (2017). Effects of Perceived Risks, Reputation and Electronic Word of Mouth (E-WOM) on Collaborative Consumption of Uber Car Sharing Service. In IOP Conference Series: Materials Science and Engineering (Vol. 215, No. 1, p. 012019). IOP Publishing.
  • Hsu, C. L. ve Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868. Karahan G. (22 Mayıs 2014). Sürdürülebilirlik Nedir? Erişim 18 Mart 2019 https://www.yesilist.com/surdurulebilirlik-nedir/
  • Lamberton, C. P. ve Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
  • Liang, L. J., Choi, H. C. ve Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73-89.
  • Lorcu, F. (2015). Örneklerle Veri Analizi Spss Uygulamalı. Detay Yayıncılık, Ankara.
  • 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.
  • Owyang, J., Tran, C. ve Silva, C. (2013). The collaborative economy. Altimeter, United States.
  • Özgül, E. (2010). Tüketicilerin Değer Yapıları, Gönüllü Sade Yaşam Tarzı ve Sürdürülebilir Tüketim Üzerindeki Etkileri. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 117-150.
There are 25 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Ece Özer 0000-0002-8597-2073

Burcu Mucan Özcan 0000-0002-6499-4660

Publication Date March 26, 2021
Submission Date February 20, 2020
Published in Issue Year 2021 Volume: 8 Issue: 1

Cite

APA Özer, E., & Mucan Özcan, B. (2021). ORTAK TÜKETİM ANLAYIŞINA İLİŞKİN TUTUMLARIN, İKİNCİ EL E-MODA SİTELERİNİ KULLANMA NİYETİNE ETKİSİ. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 8(1), 1-25. https://doi.org/10.30798/makuiibf.691529

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