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Sharing Economy: Why the Turkish consumers use Airbnb?

Author

Listed:
  • Volkan Yakin

    (Abant Izzet Baysal University, Bolu, TR)

  • Ayºe Idil Kacar

    (Celal Bayar University, Manisa, TR)

  • Canan Ay

    (Celal Bayar University, Manisa, TR)

Abstract

In recent years, the sharing economy has stimulated the development of entities that have contributed significantly 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 benefit, 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.

Suggested Citation

  • Volkan Yakin & Ayºe Idil Kacar & Canan Ay, 2017. "Sharing Economy: Why the Turkish consumers use Airbnb?," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(6), pages 25-36.
    • Handle: RePEc:sgm:jmcbem:v:2:i:6:y:2017:p:25-36
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    References listed on IDEAS

    as
    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Belk, Russell, 2014. "You are what you can access: Sharing and collaborative consumption online," Journal of Business Research, Elsevier, vol. 67(8), pages 1595-1600.
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    Cited by:

    1. Liang, Jyun-Kai & Eccarius, Timo & Lu, Chung-Cheng, 2019. "Investigating factors that affect the intention to use shared parking: A case study of Taipei City," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 799-812.

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    More about this item

    Keywords

    Sharing economy; Consumer behaviors; Airbnb;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • Z30 - Other Special Topics - - Tourism Economics - - - General

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