Publication: Türkiye'deki tüketicilerin airbnb kullanma niyetlerinin planlı davranış kuramı ve algılanan risk bağlamında tahlili: Bir saha araştırması
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Uğur, Ayça
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Abstract
Az kullanılan varlıkların çevrimiçi olarak paylaşılması anlamına gelen paylaşım ekonomisinin, örneklerinden biri olan, 7 milyondan fazla konaklama yeri sunan, 100.000'den fazla şehirde, 220'den fazla ülkede aktif olan Airbnb platformu, kişilerin kullanma niyetlerinde etkili olduğu düşünülen değişkenler ile incelenmiştir. Airbnb platformunun dahil olduğu turizm endüstrisi için, insanların Airbnb platformunu kullanma niyetini etkileyen değişkenleri belirleyerek önemli bilgiler sağlanmıştır. Türkiye'de Airbnb kullanma deneyimi olan ve olmayan kişiler için Airbnb kullanma niyetleri üzerinde etkisi olduğu düşünülen değişkenler belirlendikten sonra, önce ön test anketi sürecinde 38 kişiden, ardından anket uygulaması ile 322 kişiden veriler toplanmıştır. Önerilen ilk araştırma modeli 38 kişi nezdinde ön test ile analiz edilmiştir. Ön test sonucunda elde edilen bulgular ile nihai araştırma modeli oluşturulmuş, nihai araştırma modelini tahlil etmek için 322 kişiden elde edilen geri bildirimler kullanılmıştır. Çalışmanın sonuçları, öznel normun niyet değişkeni üzerinde etkisi olduğunu ve kişilerin Airbnb hakkındaki öznel normlarının, Airbnb kullanma niyetlerini güçlü bir şekilde etkilediğini göstermektedir.
The Airbnb platform, which is one of the examples of the sharing economy, which means sharing under-used assets online, offers more than 7 million accommodation, is active in more than 100,000 cities and more than 220 countries, has been examined with variables that are thought to be effective in people's intention to use. For the tourism industry in which the Airbnb platform is involved, important information has been provided by identifying variables that affect people's intention to use the Airbnb platform. After determining the variables that are thought to have an impact on the intentions of using Airbnb for people with and without experience of using Airbnb in Turkey, data was collected from 38 people first during the pre-test survey process, and then from 322 people using the survey application. The proposed first research model was analyzed with a pre-test on the basis of 38 people. A final research model was created with the results obtained from the pre-test, and feedback from 322 people was used to analyze the final research model. The results of the study show that subjective norm has an effect on the intention variable, and that people's subjective norms about Airbnb strongly influence their intention to use Airbnb.
The Airbnb platform, which is one of the examples of the sharing economy, which means sharing under-used assets online, offers more than 7 million accommodation, is active in more than 100,000 cities and more than 220 countries, has been examined with variables that are thought to be effective in people's intention to use. For the tourism industry in which the Airbnb platform is involved, important information has been provided by identifying variables that affect people's intention to use the Airbnb platform. After determining the variables that are thought to have an impact on the intentions of using Airbnb for people with and without experience of using Airbnb in Turkey, data was collected from 38 people first during the pre-test survey process, and then from 322 people using the survey application. The proposed first research model was analyzed with a pre-test on the basis of 38 people. A final research model was created with the results obtained from the pre-test, and feedback from 322 people was used to analyze the final research model. The results of the study show that subjective norm has an effect on the intention variable, and that people's subjective norms about Airbnb strongly influence their intention to use Airbnb.