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

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

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

Kaynakça

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