The effect of attitudes towards the concept of collaborative consumption on intention to use second hand electronic fashion websites

The concept of collaborative consumption was presented to the economic literature by Felson & Spaeth in 1978 with the article "Community Structure and Collaborative Consumption: A Routine Activity Approach". This consumption type is not a short-term alternative form of consumption but also has a long-term impact on the behavior and habits of modern consumers. This trend is made up of more than one million participants worldwide and is growing day by day. Many studies about sharing economy shows that the participants of this trend prefer to buy, rent, or buy second-hand products rather than buying new products. The most important advantages of collaborative consumption include saving money, time and space, making friends, strengthening social ties and relationships, reducing environmental pollution, minimizing waste and surpluses due to over-production and over-consumption. The previous studies about collaborative consumption focus on car and house sharing in Turkey. This study is different from other collaborative studies because that focus on second hand electronic fashion websites, therefore it is important for literature. In the study, a seven-variable structural equation model was established based on the models in the literature. In order to test the accuracy of the model and the relationships between the variables, data were collected from 316 participants by questionnaire method. As a result of the analyzes, it was seen that economic benefit, sustainability, confidence, eWOM and price sensitivity affect attitudes towards collaborative consumption in the expected direction. Furthermore, the mediating effect of the attitudes towards the common consumption between the independent variables and the using intention which is the dependent variable has been proved. Keywords: Sharing Economy, Collaborative Consumption, Collaborative Marketing