Sharing Economy: Why the Turkish consumers use Airbnb?
Journal Title: Journal of Marketing and Consumer Behaviour in Emerging Markets - Year 2017, Vol 2, Issue 6
Abstract
In recent years, the sharing economy has stimulated the development of entities that have contributed signifi cantly to sustainability through the impact of technological, demographic, and cultural changes observed in society. This research aims to determine the motivation of participation of the Turkish consumers contributing to the sharing economy by using the self-determination theory. For this purpose, a questionnaire was conducted with 160 participants contributing to the sharing economy through the use of Airbnb, which is the most commonly used among sharing economies around the world. Examining the results of the research, it is noted that among the three motivational factors (economic benefi t, enjoyment, sustainability) which have a positive effect on attitude, only the level of perceived enjoyment has the highest effect on the attitude and also an effect on the behavior intention.
Authors and Affiliations
Volkan Yakin, Ayşe İdil Kacar, Canan Ay
Keywords
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- EP ID EP299806
- DOI 10.7172/2449-6634.jmcbem.2017.2.2
- Views 145
- Downloads 0
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