Algılanan Değer, Güven ve Satın Alma Niyeti Arasındaki İlişkilerin İncelenmesi: Otomobil Paylaşım Platformları Üzerine Bir Çalışma

Yıl 2022, Cilt: 5 Sayı: 2, 142 - 166, 31.10.2022

Fatih GEÇTİ Hilal YASATEKİN İlknur KOÇYİĞİT BAYNİŞ Ömer Faruk ÜNER

https://doi.org/10.38002/tuad.1173248

Öz

Bu çalışmanın temel amacı tüketicilerin otomobil paylaşım hizmetlerine yönelik algıladıkları değer, güven ve satın alma niyeti arasındaki ilişkileri incelemektir. Çalışmanın diğer bir amacı da otomobil paylaşım platformları bağlamında algılanan değer kavramını oluşturan boyutların bu kavramı ne ölçüde açıkladığının ortaya konulmasıdır. Çalışmanın amaçları doğrultusunda bir araştırma modeli geliştirilmiştir. Kolayda örnekleme yöntemine göre belirlenen ilgili tüketicilere internet üzerinden online anket gerçekleştirilmiştir. Araştırma sonucunda önerilen hipotezlerin hepsi kabul edilmiştir. Tüketicilerin otomobil paylaşımı hizmetlerine yönelik olarak algıladıkları değer ve satın alma niyetleri arasındaki ilişkide güvenin kısmi aracılık etkisi de bulunmuştur. Bunun yanı sıra, otomobil paylaşım platformlarındaki hizmetlere yönelik algılanan değer kavramını en iyi açıklayan boyutun algılanan itibar değeri olduğu ortaya çıkmıştır. Araştırmanın bulgularının gelecekte paylaşım ekonomisi alanında çalışma yapacak araştırmacılara incelenen değişkenler çerçevesinde farklı bir bakış açısı ve otomobil paylaşım platformlarındaki uygulamacılara da tüketicilerle ilgili farklı pazarlama stratejilerinin oluşturulmasında katkılar sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Otomobil Paylaşımı, Algılanan Değer, Güven, Satın Alma Niyeti

Investigating the Relationships Among Perceived Value, Trust and Purchase Intention: A Study on Car Sharing Platforms

Öz

The purpose of this study is to investigate the relationships among consumers’ perceived value, trust and purchase intentions on car sharing platforms. Another aim of this study is to reveal the extent to which the dimensions of the concept of perceived value in the context of car-sharing platforms explain this concept. In order to achieve these aims, a research model and several hypotheses were developed. By using the convenience sampling, online questionnaires were conducted over the internet to the relevant consumers. As a result, all proposed hypotheses were accepted. It was also found that trust positively mediated the relationship between consumers’ perceived value and purchase intention. In addition, it was revealed that the dimension that best explained the concept of perceived value was perceived reputation value. It is expected that the findings might provide a different perspective to the scholars studying in the field of sharing economy and contribute to the practitioners working on these platforms in creating different marketing strategies for consumers.

Anahtar Kelimeler

Car Sharing, Perceived Value, Trust, Purchase Intention

Kaynakça

• Acquila-Natale, E. ve Iglesias-Pradas, S. (2021). A matter of value? predicting channels preference and multichannel behaviors in retail. Technological Forecasting Social Change, 162, 120401, 1-14. doi:10.1016/j.techfore.2020.120401
• Akhmedova, A., Vila-Brunet, N. ve Mas-Machuca, M. (2021). Building trust in sharing economy platforms: trust antecedents and their configurations. Internet Research, 31(4), 1463-1490. doi:10.1108/INTR-04-2020-0212
• Alarçin, M. (2021). Paylaşım Ekonomisinde Otomobil Paylaşım Niyetini Etkileyen Faktörler Üzerine Bir Araştırma (yayımlanmamış doktora tezi). Yıldız Teknik Üniversitesi, İstanbul.
• Anderson, J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. doi: 10.1037/0033-2909.103.3.411
• Anderson, M. ve M. Huffman (2018). The sharing economy meets the sherman act: is Uber a firm, a cartel, or something in between?. Columbia Business Law Review, (1), 861-933. doi: 10.7916/cblr.v2017i3.1725
• Aslan, T. (2019). Türkiye’de Paylaşım Hizmetlerine Katılımı Etkileyen Güven Faktörlerinin Belirlenmesi (yayımlanmamış yüksek lisans tezi). Sakarya Üniversitesi, Sakarya.
• Aw, E.C.-X., Basha, N.K., Ng, S.I. ve Sambasivan, M. (2019). To grab or not to grab? The role of trust and perceived value in on-demand ridesharing services. Asia Pacific Journal of Marketing and Logistics, 31(5), 1442-1465. doi:10.1108/APJML-09-2018-0368
• Bagozzi, R. P., Yi, Y. ve Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421-458. doi:10.2307/2393203
• Bappy, T.A., Haque, S.S., Bint Halim, S. ve Hossain, M.N. (2020). Predicting passengers’ Uber adoption behaviour: evidence from Bangladesh. South Asian Journal of Marketing, 1(1), 86-126.
• Bardhi, F., ve Eckhardt, G. M. (2012). Access-based consumption: the case of car sharing. Journal of Consumer Research, 39(4), 881-898. doi:10.1086/666376
• Bayır, T. (2021). Covid-19 (koronavirüs) salgını sürecinde mobil ödeme sistemlerinin algılanan risk, algılanan güven ve kullanma niyeti üzerine bir araştırma. İşletme Araştırmaları Dergisi, 13(3), 2272-2288. Doi: 10.20491/isarder.2021.1261
• Belk, R. (2010). Sharing. Journal on Consumer Research, 36(5), 715-734. doi:10.1086/612649
• Belk, R. (2014). You are what you can access: sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600. doi:10.1016/j.jbusres.2013.10.001
• Brachya, V. ve Collins, L. (2016). The sharing economy and sustainability. Jerusalem: Urban Sustainability Project, 3, 1-30.
• Cha, M. K. ve Lee, H. J. (2022). Does social trust always explain the active use of sharing-based programs?: a cross-national comparison of Indian and US rideshare consumers. Journal of Retailing and Consumer Services, 65, 102515, 1-9. doi:10.1016/j.jretconser.2021.102515
• Dal, N. E. ve Şahin, Ö. (2018). Elektronik ticarette güven oluşturan faktörlerin satınalma niyeti ile ilişkisi: Trendyol alışveriş sitesi müşterileri ile bir araştırma. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 5(12), 240-259.
• Del Mar Alonso-Almeida, M. (2019). Carsharing: another gender issue? drivers of carsharing usage among women and relationship to perceived value. Travel Behaviour and Society, 17, 36-45. doi:10.1016/j.tbs.2019.06.003
• Demirgüneş, B. K. (2015). Sosyal sorumluluk projelerine yönelik tutumun, satın alma davranışı ve satın alma niyeti üzerindeki etkisi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(3), 47-74. doi:10.17065/huiibf.89064
• Erdil, T. S. ve Uzun, Y. (2009). Marka Olmak (1. Baskı). İstanbul: Beta Yayınları.
• Fedosov, A., Zavolokina, L., Krumhard, S. ve Huang, E. (2022). Toward unpacking trust in a local sharing economy community in Switzerland. “İçinde” Proceedings of the International Conference on Privacy-friendly and Trustworthy Technology for Society –COST Action CA19121 - Network on Privacy-Aware Audio- and Video-Based Applications for Active and Assisted Living, 61-65. doi:10.5281/zenodo.6813377
• Furnell, S.M. ve Karweni, T. (1999). Security implications of electronic commerce: a survey of consumers and businesses. Internet Research, 9(5), 372-382. doi:10.1108/10662249910297778
• Gan, C. ve Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772-785. doi:10.1108/IntR-06-2016-0164
• Gül, İ., Dinçer, M.Z. ve Çetin, G. (2018). Paylaşım ekonomisi ve turizme etkileri üzerine bir değerlendirme. Güncel Turizm Araştırmaları Dergisi, 2(1), 7-16.
• Gümüş, B. ve Gegez, E.E. (2017). Değişen tüketimde yeni trend: ortak tüketim. Pazarlama ve Pazarlama Araştırmaları Dergisi, 10(20), 155-178.
• Habibi, A. ve Rasoolimanesh, S. M. (2021). Experience and service quality on perceived value and behavioral intention: moderating effect of perceived risk and fee. Journal of Quality Assurance in Hospitality & Tourism, 22(6), 711-737. doi:10.1080/1528008X.2020.1837050
• Habibi, M. R., Kim, A. ve Laroche, M. (2016). From sharing to exchange: an extended framework of dual modes of collaborative nonownership consumption. Journal of the Association for Consumer Research, 1(2), 277-294. doi:10.1086/684685
• Hakiem, N., Muslimin, J. M., Subchi, I. ve Ahlan, A. R. (2022). The impacts of perceived trust and perceived validity on the religious electronic resource acceptance. ICIC Express Letters, 16(9), 1019–1026. doi:10.24507/icicel.16.09.1019
• Harris, L. C. ve Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2), 139-158. doi:10.1016/j.jretai.2004.04.002
• Hasan, H., Kiong, T.P. ve Ainuddin, R. A. (2014). Effects of perceived value and trust on customer loyalty towards foreign banks in Sabah, Malaysia. Global Journal of Emerging Trends in e-Business, Marketing and Consumer Psychology, 1(2), 137-153.
• Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York, NY: The Guilford Press.
• Herbert, M. ve Collin-Lachaud, I. (2017). Collaborative practices and consumerist habitus: an analysis of the transformative mechanisms of collaborative consumption. Recherche et Applications en Marketing (English Edition), 32(1), 40–60. doi:10.1177/2051570716678736
• Holbrook, M. B. ve Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived Quality, 31(2), 31-57.
• İslamoğlu, A. H. ve Altunışık, R. (2018). Tüketici Davranışları. Beta Yayınları.
• Jamrozy, U. ve Lawonk, K. (2017). The multiple dimensions of consumption values in ecotourism. International Journal of Culture, Tourism and Hospitality Research, 11(1), 18-34. doi:10.1108/IJCTHR-09-2015-0114
• Jiang, L., Zhou, W., Ren, Z. ve Yang, Z. (2021). Make the apps stand out: discoverability and perceived value are vital for adoption. Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. doi:10.1108/JRIM-03-2021-0076
• Jiang, X., Deng, N., Fan, X. ve Jia, H. (2022). Examining the role of perceived value and consumer innovativeness on consumers’ intention to watch intellectual property films. Entertainment Computing, 40, 100453, 1-10. doi:10.1016/j.entcom.2021.100453
• Kacar, A. İ. ve Yakın, V. (2018). Paylaşım ekonomisi ve değer yaratmak: kanvas iş modeli örneği. Üçüncü Sektör Sosyal Ekonomi, 53 (3), 724-739. doi:10.15659/3.sektor-sosyal-ekonomi.18.09.962
• Karagöz, Y. (2019). SPSS-AMOS-META uygulamalı istatistiksel analizler. Ankara: Nobel Yayıncılık.
• Kinnear, T. C. ve Taylor, J. R. (1987). Marketing Research: An Applied Approach. New York, NY: McGraw-Hill Companies.
• Kiracı, H. (2017). Ortak tüketim ekseninde paylaşılan / paylaşılamayan varlıklar ve bireylerin paylaşım davranışlarını etkileyen faktörler üzerine bir araştırma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 16. UIK Özel Sayısı, 51-70. doi:10.18092/ulikidince.321984
• Kiracı, H. ve Akdemir, R. (2020). Taksiciler – Uber tartışmasına tüketici gözlüğünden bir bakış: Uber platformunu kullanma ve tavsiye etme niyetini belirleyen etkenler üzerine bir araştırma. Alanya Akademik Bakış, 4(2), 425-444. doi:10.29023/alanyaakademik.689951
• Kline, R. B. (2011). Principles and practice of structural equation modeling (3. Baskı). New York, NY: Guilford.
• Koç, E. (2021). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Ankara: Seçkin Yayıncılık.
• Kumar, V. ve Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68. doi:10.1509/jm.15.0414
• Kumar, V., Lahiri, A. ve Doğan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69, 147-160. doi:10.1016/j.indmarman.2017.08.021
• Lee, Z.W.Y., Chan, T.K.H., Balaji, M.S. ve Chong, A.Y.-L. (2018). Why people participate in the sharing economy: an empirical investigation of Uber. Internet Research, 28(3), 829-850. doi:10.1108/IntR-01-2017-0037
• Lessig, L. (2008). Remix: Making Art and Commerce Thrive in a Hybrid Economy. New York: Bloomsbury Academic.
• Li, C. Y. ve Tsai, M. C. (2022). What makes guests trust airbnb? consumer trust formation and its impact on continuance intention in the sharing economy. Journal of Hospitality and Tourism Management, 50, 44-54. doi:10.1016/j.jhtm.2021.12.001
• Liu, P., Li, M., Dai, D. ve Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: the chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48, 101073, 1-14. doi:10.1016/j.elerap.2021.101073
• Ma, F., Guo, D., Yuen, K. F., Sun, Q., Ren, F., Xu, X. ve Zhao, C. (2020). The influence of continuous improvement of public car-sharing platforms on passenger loyalty: a mediation and moderation analysis. International Journal of Environmental Research and Public Health, 17(8), 2756, 1-21. doi:10.3390/ijerph17082756
• Madahi, A. ve Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153-159. doi:10.5539/ibr.v5n8p153
• Marriott, H. R. ve Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: a theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133-146. doi:10.1016/j.jretconser.2018.01.017
• Martínez-González, J. A., Parra-López, E. ve Barrientos-Báez, A. (2021). Young consumers’ intention to participate in the sharing economy: an integrated model. Sustainability, 13(1), 430. doi:10.3390/su13010430
• Mattia, G., Principato, L., Di Pietro, L. ve Pratesi, C. A. (2020). Enabling factors of ridesharing: trust is the main driver for potential users. Grand Challenges: Companies and Universities working for a better society. Electronic Conference Proceedings of Sinergie - Sima Management Conference, Grand Challenges: Companies and Universities Working for A Better Society Pisa, 7-8 September 2020, University of Pisa - Sant’Anna School of Advanced Studies, Pisa, 445-449. doi:10.7433/SRECP.EA.2020.01
• Meida, L. ve Trifiyanto, K. (2022). Pengaruh perceived trust dan perceived risk terhadap behavioral intention dengan perceived ease of use sebagai variabel intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 4(2), 217-232. doi:10.32639/jimmba.v4i2.92
• Mingione, M., Cristofaro, M. ve Mondi, D., (2020). ’If i give you my emotion, what do i get?’ conceptualizing and measuring the co-created emotional value of the brand. Journal of Business Research, 109, 310–320. doi:10.1016/j.jbusres.2019.11.071
• Mittendorf, C. (2017, January). The implications of trust in the sharing economy–an empirical analysis of Uber. “İçinde” Proceedings of The 50th Hawaii International Conference on System Sciences. doi:10.24251/HICSS.2017.703
• 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. doi:10.1002/cb.1512
• Nica, E. ve Potcovaru, A. M. (2015). The social sustainability of the sharing economy. Economics, Management & Financial Markets, 10(4), 69–75.
• Nyamekye, M. B., Kosiba, J. P., Boateng, H. ve Agbemabiese, G. C. (2022). Building trust in the sharing economy by signaling trustworthiness, and satisfaction. Research in Transportation Business & Management, 43, 100727, 1-8. doi:10.1016/j.rtbm.2021.100727
• Ofori, K.S., Anyigba, H., Adeola, O., Junwu, C., Osakwe, C.N. ve David-West, O. (2022). Understanding post-adoption behaviour in the context of ride-hailing apps: the role of customer perceived value. Information Technology & People, 35(5), 1540-1562. doi:10.1108/ITP-06-2019-0285
• Ok, C., Choi, Y. G. ve Hyun, S. S. (2011). Roles of brand value perception in the development of brand credibility and brand prestige. International CHRIE Conference-Refereed Track, 13, 1-8. reed Track. 13. https://scholarworks.umass.edu/refereed/ICHRIE_2011/Wednesday/13
• Onurlubaş, E. ve Altunışık, R. (2019). Marka güveninin satın alma niyeti üzerindeki etkisinde marka aşkının aracılık rolü. Kesit Akademi Dergisi, (18), 116-135.
• Ozanne, L. K. ve Ballantine, P. W. (2010). Sharing as a form of anti-consumption? an examination of toy library users. Journal of Consumer Behaviour, 9(6), 485-498. doi:10.1002/cb.334
• Park, J., Ahn, J., Thavisay, T. ve Ren, T. (2019). Examining the role of anxiety and social influence in multi-benefits of mobile payment service. Journal of Retailing and Consumer Services, 47, 140-149. doi:10.1016/j.jretconser.2018.11.015
• Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134. doi:10.1080/00222216.2002.11949965
• Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407. doi:10.1177/0047287504263037
• Polat, G. (2021). Medikal Turistlerin Deneyimleme Kalite Algıları ve Tavsiye Etme Niyeti Arasındaki İlişkide Müşteri Güveni ve Müşteri Memnuniyetinin Aracılık Rolü (yayımlanmamış doktora tezi). Nevşehir Hacı Bektaş Veli Üniversitesi, Nevşehir.
• Putrianti, A. S. ve Semuel, H. (2018). The analysis of e-service quality, customer trust, perceived value, and behavioral intention on online transportation in Surabaya. International Journal of Business Studies (Petra IJBS), 1(1), 1-10. doi:10.9744/ijbs.1.1.1–10
• Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T. ve Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: the mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363, 1-20. doi:10.1080/23311975.2020.1869363
• Roh, T., Seok, J. ve Kim, Y. (2022). Unveiling ways to reach organic purchase: green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988, 1-13. doi:10.1016/j.jretconser.2022.102988
• Seo, K. H. ve Lee, J. H. (2021). The emergence of service robots at restaurants: integrating trust, perceived risk, and satisfaction. Sustainability, 13(8), 4431, 1-16. doi:10.3390/su13084431
• Sharma, S. (2019). The role of perceived value and gender on customers' purchase intention of ride sharing services. International Journal of Asian Business and Information Management (IJABIM), 10(4), 31-46. doi:10.4018/IJABIM.2019100103
• Sheth, J.N., Newman, B.I. ve Gross, B.L. (1991). Why we buy what we buy: a theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8
• Singh, N. ve Sinha, N. (2020). How perceived trust mediates merchant's intention to use a mobile wallet technology. Journal of Retailing and Consumer Services, 52, 101894, 1-13. doi:10.1016/j.jretconser.2019.101894
• Sirdeshmukh, D., Singh, J. ve Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. doi:10.1509/jmkg.66.1.15.18449
• Solakis, K., Pena-Vinces, J. ve Lopez-Bonilla, J. M. (2022). Value co-creation and perceived value: a customer perspective in the hospitality context. European Research on Management and Business Economics, 28(1), 100175. doi:10.1016/j.iedeen.2021.100175
• Sullivan, Y. W. ve Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219. doi:10.1016/j.ijinfomgt.2017.12.008
• Sweeney, J. C. ve Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/S0022-4359(01)00041-0
• Touni, R., Kim, W. G., Haldorai, K. ve Rady, A. (2022). Customer engagement and hotel booking intention: the mediating and moderating roles of customer-perceived value and brand reputation. International Journal of Hospitality Management, 104, 103246, 1-11. doi:10.1016/j.ijhm.2022.103246
• Tuncer, İ., Unusan, C. ve Cobanoglu, C. (2021). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: an integrated structural model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 447-475. doi:10.1080/1528008X.2020.1802390
• Türkmendağ, T. ve Köroğlu, A. (2018). Algılanan değerin marka kişiliği üzerine etkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(4), 1121-1146. doi:10.17130/ijmeb.2018445673
• Venkatesh, V. ve Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315. doi:10.1111/j.1540-5915.2008.00192.x
• Wang, Y., Gu, J., Wang, S. ve Wang, J. (2019). Understanding consumers’ willingness to use ride-sharing services: the roles of perceived value and perceived risk. Transportation Research Part C: Emerging Technologies, 105, 504-519. doi:10.1016/j.trc.2019.05.044
• Watanabe, E.A.d.M., Alfinito, S., Curvelo, I.C.G. ve Hamza, K.M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184. doi:10.1108/BFJ-05-2019-0363
• Wen, X. ve Siqin, T. (2020). How do product quality uncertainties affect the sharing economy platforms with risk considerations? a mean-variance analysis. International Journal of Production Economics, 224, 107544, 1-10. doi:10.1016/j.ijpe.2019.107544
• Wijaya, A. F. B., Surachman, S. ve Mugiono, M. (2020), The effect of service quality, perceived value and mediating effect of brand image on brand trust. Jurnal Manajemen Dan Kewırausahaan, 22(1), 45-56. doi:10.9744/jmk.22.1.45-56
• Wirtz, J., So, K.K.F., Mody, M.A., Liu, S.Q. ve Chun, H.H. (2019). Platforms in the peer-to-peer sharing economy. Journal of Service Management, 30(4), 452-483. doi:10.1108/JOSM-11-2018-0369
• Wu, J., Zeng, M. ve Xie, K. L. (2017). Chinese travelers’ behavioral intentions toward room-sharing platforms: the influence of motivations, perceived trust, and past experience. International Journal of Contemporary Hospitality Management, 29(10), 2688-2707. doi:10.1108/IJCHM-08-2016-0481
• Yakın, V. (2018). Paylaşım Ekonomisi. Paylaşım Ekonomisi: Tanımı ve Sınıflandırmaları. (s. 19-30) Ankara: Akademisyen Kitabevi. doi:10.15659/3.sektor-sosyal-ekonomi.18.09.962
• Yang, L. (2017). Effect of product review, ınteractivity, social ınequality, and culture on trust in online retailers: a comparison between china and the u.s. (unpublished doctoral thesis). Bowling Green State University, ABD.
• Yang, Z. ve Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology & Marketing, 21(10), 799-822. doi:10.1002/mar.20030
• Yaşlıoğlu, M.M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: keşfedici ve doğrulayıcı faktör analizlerinin kullanılması, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 40(0), 74-85.
• Yavaş, V. (2020). Türk Sivil Hava Taşımacılığında Hibrit İş Modelleri: Paylaşım Ekonomisi ve Üyelik Ekonomisinin Hava Taşımacılığına Uyarlaması (yayımlanmamış doktora tezi). Ege Üniversitesi, İzmir.
• Yin, J. ve Qiu, X. (2021). AI technology and online purchase intention: structural equation model based on perceived value. Sustainability, 13(10), 5671, 1-16. doi:10.3390/su13105671
• Yulisetiarini, D., Subagio, A., Paramu, H. ve Irawan, B. (2017). Customer repurchase ıntention and satisfaction in online shopping. International Business Management, 11(1), 215-221.
• Zaiţ, A. ve Bertea, P. S. P. E. (2011). Methods for testing discriminant validity. Management & Marketing Journal, 9(2), 217-224.
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. doi:10.1177/002224298805200302
• Zhang, T. C., Jahromi, M. F. ve Kizildag, M. (2018). Value co-creation in a sharing economy: the end of price wars?. International Journal of Hospitality Management, 71, 51-58. doi:10.1016/j.ijhm.2017.11.010