Browsing by Author "Sevil Oflac, Bengu"

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Exploring the Factors Affecting Shared Biking Perception: Insights From Türkiye
(Ege univ, fac economics & admin sciences, 2024) Oflaç, Bengü; Özcan, Seda; Sevil Oflac, Bengu
Understanding consumer perception regarding shared biking services requires the analysis of psychological factors underlying the late diffusion of shared biking services. In this regard, by scrutinizing these underlying factors, we aim to uncover insights that can inform the development of targeted business strategies that better align with users' preferences and needs, thereby overcoming barriers to adoption and facilitating the wider dissemination of shared biking systems. Findings show that as consumers perceive shared biking services as useful and hedonic, their attitudes become more favorable. Importantly, highlighting the mediating role of compatibility, this study emphasizes the congruence among shared biking services, consumers' lifestyles, and their traveling habits. Findings also suggest that perceived complexity has a negative impact on shared biking attitudes. Interestingly, no significant relationship was found between perceived risk and shared biking attitude. The findings provide further support for innovation diffusion and theory of reasoned action. The suggested theoretical framework integrates variables related to both barriers and drivers, thus guiding future studies on the sharing economy. The study also provides insights that contribute to the development of service design and marketing strategies that respond better to users' needs, and also, facilitate the spread of these mobility systems.
Citation - WoS: 21
Citation - Scopus: 29
Fashion Consumption During Economic Crisis: Emerging Practices and Feelings of Consumers
(Routledge Journals, Taylor & Francis Ltd, 2020) Ertekin, Zeynep; Oflac, Bengu Sevil; Serbetcioglu, Cemre; Ozdamar Ertekin, Zeynep; Sevil Oflac, Bengu
Economic crisis has a significant impact on consumption practices and the way consumers justify their consumption patterns. Particularly in the field of fashion, consumers face a conflict between desire to consume due to rapidly changing fashion trends and coping with the decrease in purchasing power due to the economic crisis. Semi-structured interviews were carried out to gain a deeper understanding of how the economic crisis affects consumers' fashion consumption behavior and the alternative consumption practices that emerge. The research further sheds light on the underlying feelings involved due to changes in consumption patterns. Some of the themes that emerge-reuse, reduce, and reject-are in line with earlier findings on anti-consumption but this time the motives of the consumers are non-voluntary. The findings also contribute to anti-consumption literature by introducing three new themes: refind alternative channels, reconsider, and rely on discounts. The study further shows that there are both positive and negative feelings associated with changes in consumption behavior due to economic crisis. Along with understanding the adaptations in consumption behavior, anticipating these conflicting emotions resulting from crisis related anti-consumption is important for marketers and retailers who are concerned about developing appropriate responsive strategies.