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Bussiness &
Management
Practices

DUYGU FIRAT
OSMAN YILMAZ
DETELINA SMILOVA
BUSINESS & MANAGEMENT
PRACTICES

Edited By
Duygu Fırat
Osman Yılmaz
Detelina Smilkova
Business & Management Practices
(Edited by: Duygu Fırat, Osman Yılmaz, Detelina Smilkova)

IJOPEC
PUBLICATION
London ijopec.co.uk Istanbul

IJOPEC Publication Limited

CRN:10806608 www.ijopec.co.uk
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Phone: (+44) 73 875 2361 (UK)
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Business & Management Practices

First Edition, December 2019
IJOPEC Publication No: 2019/24

ISBN: 978-1-912503-87-2

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Contents
INTRODUCTION: BUSINESS & MANAGEMENT PRACTICES..............................................................................5

SECTION I
STRATEGIC MANAGEMENT
1. THE DILEMMA BETWEEN ENTREPRENEURSHIP AND ECONOMIC GROWTH:
A DIFFERENT VIEW OF TURKEY’S RECENT ECONOMIC GROWTH IN 10 YEARS........................................11
Rabia Aktaş Şenkardeşler, Funda Kılıç

2. DETERMINING ENTREPRENEURIAL TENDENCY OF UNIVERSITY STUDENTS:

A RESEARCH AT BAHÇEŞEHIR UNIVERSITY.........................................................................................................21
Cafer Şafak Eyel

3. A META-ANALYTICAL STUDY ON THE RELATIONSHIP BETWEEN STRATEGIC

ORIENTATION AND FIRM PERFORMANCE / STRATEJİK YÖNELİM VE
FİRMA PERFORMANSI ARASINDAKİ İLİŞKİ ÜZERİNE META ANALİTİK BİR İNCELEME.............................29
Nurcan Hakan Çıraklar

4. THE SECONDARY EFFECT OF ORGANIZATIONAL JUSTICE ON BUSINESS SATISFACTION:

AN APPLICATION ON DISCOUNT MARKETS / ÖRGÜTSEL ADALETİN İŞ TATMİNİ ÜZERİNDEKİ
ILIMLILAŞTIRICI ETKİSİ: DISCOUNT MARKETLER ÜZERİNDE BİR UYGULAMA.........................................45
Osman Yılmaz, Emre Kaya

5. BIG DATA AND HUMAN RESOURCES ANALYTICS / BİG DATA VE İNSAN KAYNAKLARI ANALİTİĞİ....59
Doç. Dr. Özlem Balaban, M. Emre Uslu

6. DIGITAL TRANSFORMATION OF HR: A MUST OR JUST COST.....................................................................73

Esin Ertemsir, Yasemin Ba

7. ANALYSIS OF THE RELATIONSHIP BETWEEN PERFORMANCE APPRAISAL

AND OTHER KEY HRM ACTIVITIES........................................................................................................................87
Detelina Smilkova

SECTION II
ACCOUNTING AND AUDITING
8. THE NEED FOR FORENSIC ACCOUNTING AND AN INVESTIGATION ON THE VIEW OF
THE PROFESSIONAL ACCOUNTANTS AND JURISDICTION IN THE SAKARYA PROVINCE FOR
THE NEED OF FORENSIC ACCOUNTING / ADLİ MUHASEBEYE OLAN İHTİYAÇ VE
SAKARYA İLİNDE FAALİYET GÖSTEREN MUHASEBE MESLEK MENSUPLARI VE
HUKUKÇULARIN, ADLİ MUHASEBE İHTİYACINA BAKIŞLARINA YÖNELİK BİR ARAŞTIRMA....................97
Nermin Akyel, Begüm Sert

9. COLLUSIVE FRAUD: METHODS TO PREVENT AND DETECT.....................................................................113

V. Evrim Altuk

10. ACCOUNTING FRAUD AND EVALUATION OF THE FRAUD REPORTS OF INTERNATIONAL

AUDIT INSTITUTIONS / MUHASEBE HİLELERİ VE ULUSALARARASI DENETİM
KURULUŞLARININ HİLE RAPORLARININ DEĞERLENDİRİLMESİ..................................................................119
Nermin Akyel, Begüm Sert
11. PROBLEMS OF WOMEN ACCOUNTANTS AND THOUGHTS ON PROFESSION /
KADIN MUHASEBECİLERİN SORUNLARI VE MESLEĞE İLİŞKİN DÜŞÜNCELERİ........................................135
Şule Yıldız, Sema Akpinar

SECTION III
MARKETING
12. AN OVERVIEW OF FOOD INDUSTRY’S COMPETITIVE STRATEGIES:
EVALUATION THE SECTOR REGARDING TO GLOBAL WORLD AND TURKEY...........................................147
Ayşenur Erdil

13. The Impact of Perceived Service Quality on City Marketing /

ALGILANAN HİZMET KALİTESİNİN ŞEHİR PAZARLAMASINA ETKİSİ........................................................163
Kutalmış Emre Ceylan, Abdullah Eravci

14. STRATEGIC GOALS OF CUSTOMER RELATION MANAGEMENT:

AN APPLICATION FOR A MARKETING COMPANY............................................................................................175
Ayşenur Erdil, Mehtap Erdil

15. CLUSTERING IN THE CONTEXT OF COMPETITIVE ADVANTAGE:

A RESEARCH ON THE GRAND BAZAAR CARPET SELLERS ..............................................................................187
Muhterem Kadayifci, İhsan Yiğit

16. THE EFFECT OF LEAN HOSPITAL APPLICATIONS ON HEALTH SERVICE QUALITY AND
PATIENT LOYALTY / YALIN HASTANE UYGULAMALARININ SAĞLIK HİZMET
KALİTESİ VE HASTA SADAKATİ ÜZERİNDEKİ ETKİSİ.......................................................................................203
Fuat Yalman, Murat Bayat, Abdulvahap Baydaş

17. A NEW BRAND MANIFESTATIONS INVENTORY FOR APPLICATIONS OF BRAND AESTHETICS.......221

Ali Alper Akgün

18. WHEN TO CONSIDER SOCIAL DESIRABILITY BIAS (SDB) IN CONSUMER BEHAVIOR STUDIES?
A REVIEW ON SDB-VULNERABLE CONCEPTS....................................................................................................233
İnci Dursun, Ebru Tümer Kabadayı, Ahmet Durmaz

19. THE RELATIONSHIP BETWEEN CONSUMERS’ PRODUCT INVOLVEMENT

AND ENGAGEMENT WITH SOCIAL MEDIA ADVERTISEMENTS....................................................................257
Serdar Yıldız

20. CUSTOMERS’ CORE SHARING TENDENCIES Scarcity leads

to sharing of bread. Sharing bread is sweeter than bread....................................................267
Süreyya Karsu, Meltem Nurtanış Velioğlu, Sibel Yıldız Çankaya, Meftune Özbakır Umut

21. INVESTIGATION OF THE EFFECT OF PERCEIVED E-SERVICE QUALITY ON PERCEIVED

E-RISK AND CORPORATE IMAGE: AN APPLICATION ON ONLINE RETAIL SECTOR /
ALGILANAN E-HİZMET KALİTESİNİN ALGILANAN E-RİSK VE KURUM İMAJI ÜZERİNE
ETKİSİNİN İRDELENMESİ: ONLINE PERAKENDE SEKTÖRÜ ÜZERİNE BİR UYGULAMA .........................281
Yusuf Öcel

22. AFTER-SALES SERVICES THROUGH BRAND PREFERENCES.....................................................................299

Süreyya Karsu, Ahmet Atalay, Meltem Nurtanış Velioğlu, Meftune Özbakır Umut
INTRODUCTION
BUSINESS & MANAGEMENT PRACTICES

Businesses are important for economic development of nation and increasing of living standards of people. De-
pending on businesses industry and type of business, businesses need various departments in company to generate
income and maximize profit. These functions keep businesses running smoothly and show its success. For busi-
nesses success the functions must be in concordance with each other. The key functions of business are as follows:

- Management
- Human Resource
- Production
- Finance
- Marketing
- Research and development

Also, Also, management is a critical factor for both businesses because it creates utility for businesses. Manage-
ment involves planning, strategy and goal setting. Key functions of management are planning, organizing, lead-
ing, and controlling. Management gives a business direction. In other words, effective business management cre-
ates direction for businesses organization and communication.

All the success and failure depend upon business functions and management. In this context, this book includes
three main titles: strategic management, accounting and auditing and marketing.

In the first part of the book strategic management was discussed by the researchers. In their article “The Dilemma
between Entrepreneurship and Economic Growth: A Different View of Turkey’s Recent Economic Growth in
10 years” Rabia Aktaş Kardeşler and Funda Kılıç, examine the causal relation between entrepreneurship and eco-
nomic growth. They found there is causal relation between economic growth and the number of closed firms.

With the article “Determining Entrepreneurial Tendency of University Students: A Research at Bahçeşehir Uni-
versity” Cafer Şafak Eyel, try to determine entrepreneurial tendencies of Bahçeşehir University students. He found
that most of the students have high-level of entrepreneurial tendency, especially students who have entrepreneur(s)
in their families have higher entrepreneurial tendencies than students who do not have any entrepreneur in their
families, and students who take the lesson of entrepreneurship have higher entrepreneurial tendencies than stu-
dents who do not take the lesson of entrepreneurship yet.

In her article entitled “A Meta-Analytical Study on The Relationship Between Strategic Orientation and Firm Per-
formance” Nurcan Hakan Çıraklar, tries to examine the relationship between strategic orientation dimensions -
entrepreneurial orientation, market orientation and learning orientation - and firm performance with a meta-an-
alytical perspective. She found that strategic orientation dimensions and firm performance are in a relationship
between each other, based on individual studies.
INTRODUCTION


In their study, “The secondary Effect of Organizational Justice on Business Satisfaction: An Application on Dis-
count Markets” Osman Yılmaz and Emre Kaya, aims to determine the moderating effect of organizational jus-
tice on job satisfaction. They found positive relationships between organizational trust and job satisfaction, salary,
organizational justice beliefs did not have a common effect on job satisfaction, and, they also found gender, age,
education, type of market, marital status did not affect organizational justice belief.

Özlem Balaban and M. Emre Uslu with their article entitled “Big Data and Human Resources Analytics” discuss
the relationship between big data and human resources department put forward the transformation of human re-
sources. They try to illustrate how this change has come to a strategic position in the presence of organizations
by stripping the human resources department from “whether or not it happens”.

In their article “Digital Transformation of HR: A Must or Just Cost” Esin Ertemsir and Yasemin Bal discuss the
digitalization process of human resource management via the pro’s and con’s, emphasize how new applications
such as artificial intelligence effect HR processes and functions to be more effective.

In her article “Analysis of The Relationship Between Performance Appraisal and Other Key HRM Activities” De-
telina Smilkova discuss the interaction, the relationship and the interdependence of performance appraisal with
all other human resources management activities in organizations (job analysis and staffing planning, training
and staff development, recruitment, selection and appointment, remuneration, dismissal) and analyze the role
and importance of performance appraisal for the implementation of all human resources activities in the context
of achieving the organizations’ objectives.

In the second part of the book there are articles about accounting and auditing. Here are four articles.

First article “The Need for Forensic Accounting and an Investigation on The View of The Professional Accoun-
tants and Jurisdiction in The Sakarya Province for The Need of Forensic Accounting” Nermin Akyel and Begüm
Sert try to support the studies on foreign accounting and mention the place of forensic accounting in the fraud
and corruption. They found profession group saw forensic accounting as a need and also they thought that fo-
rensic accounting is insufficient.

With the article entitled “Collusive Fraud: Methods to Prevent and Detect” V. Evrim Altuk try to explain how
employees involve in the fraud and aims to present the methods to prevent and detect collusive fraud.

In their article “Accounting Fraud and Evaluation of The Fraud Reports of International Audit Institutions” Ner-
min Akyel and Begüm Sert examine “2018 The Fraud Reports” which is published periodically by international
audit institutions. They emphasized that it is necessary to recognize the types of fraud and fraud and the stim-
uli that have arisen before they occur and that the necessary measures are not of great importance for the enter-
prises and the national economy.

Last article of the second part “Problems of Women Accountants and Thoughts on Profession” Şule Yıldız and
Sema Akpınar try to examine the general thoughts of women accountants about the profession of accountancy
and the problems they encounter when performing the profession. They implemented that although problems of
their works most of women professions satisfy from their profession in terms of wages and working life.

6
 BUSINESS & MANAGEMENT PRACTICES
Duygu Fırat, Osman Yılmaz, Detelina Smilkova

Third and the last part of the book marketing subjects were discussed. The first article of the marketing part “An
Overview of Food Industry’s Competitive Strategies: Evaluation the Sector Regarding to Global world and Tur-
key” Ayşenur Erdil generate a perception about the strategies in food industry, forecast the convenient model with
Autoregressive Integrated Moving Average (ARIMA) and forecasting methods and provide an overview about the-
oretical information for strategy making and interviews of some companies in Turkey.

In their article “The Impact of Perceived Service Quality on City Marketing” Kutalmış Emre Ceylan and Abdul-
lah Eravcı try to contribute to city marketing science by revealing the field of product and service relation of per-
ceived service quality in the city. They mentioned that in the way of the quality of services provided to consum-
ers on natural, historical and cultural heritage should not be neglected.

With the article entitled “Strategic Goals of Customer Relation Management: An Application for a Marketing
Company” Ayşenur Erdil and Mehtap Erdil present Customer Relationship Management and a segment-model
designed for the ABC company. Also, their article includes the solutions of CRM for the period –cycle of the
company’s development.

In the article “Clustering in The Context of Competitive Advantage: A Research on The Grand Bazaar Carpet
Sellers” Muhterem Kadayıfçı and İhsan Yiğit focus on the Carpet business cluster of Grand Bazaar in the context
of Competitive Advantage of Clustering. They reveal that all cluster member help to create brand value of Grand
Bazaar and also the cluster members share each other’s product assortments and demands in the sector, and the
positive attitude towards the growth of the cluster could be expressed as a result of the competitive advantage.

In their article “The Effect of Lean Hospital Applications on Health Service Quality and Patient Loyalty” Fuat
Yaman, Murat Bayat and Abdulvahap Baydaş reveal the effect of lean hospital applications on health service qual-
ity and patient loyalty. They found that lean hospital applications had a statistically significant and positive effect
on health service quality and patient loyalty.

In his article “A New Brand Manifestations Inventory for Applications of Brand Aesthetics” Ali Alper Akgün pro-
vide a clear and understandable inventory list of brand manifestations that can be used in brand aesthetics appli-
cations to the researchers and practitioners.

With the article entitled “When to Consider Social Desirability Bias (SDB) in Consumer Behavior Studies? A Re-
view on SDB-Vulnerable Concepts” İnci Dursun, Ebru Tümer Kabadayı and Ahmet Durmaz try to fill this gap
to some extent by presenting a comprehensive review of the constructs that were empirically found to be vulner-
able to social desirability bias.

In his article “The Relationship Between Consumers’ Product Involvement and Engagement with Social Media
Advertisements” Serdar Yıldız aims the relationship between consumers’ product involvement and engagement
behaviours towards an ad in this product category. He found that the users with high involvement had a higher
intention to click and like the ad and follow the brand’s page, than those with low involvement.

In their article “Customers’ Core Sharing Tendencies: Scarcity leads to sharing of bread. Sharing bread is sweeter
than bread” Süreyya Karsu, Meltem Nurtanış Velioğlu, Sibel Yıldız Çankaya and Meftune Özbakır Umut try to de-
fine the concepts of after-sales-services (ASS) and brand, provide information on the effects of ASS on brand pref-
erences, based on international literature, and investigate the effects of ASS on the brand preferences in computer

7
INTRODUCTION


sector on the basis of a research contributed in Turkey, Bolu province, and make suggestions to marketing practi-
tioners, and to contribute the marketing literature according to the results of the contributed research.

With the article entitled “Investigation of The Effect of Perceived E-Service Quality on Perceived E-Risk and Cor-
porate Image: An Application on Online Retail Sector” Yusuf Öcel examine the effect of perceived e-service qual-
ity on perceived e-risk and corporate image. According to the results of his study it has seen that perceived e-ser-
vice quality effects corporate image, while it doesn’t affect perceived e-risk.

In their article “After-sales Services through Brand Preferences” Süreyya Karsu, Ahmet Atalay, Meltem Nurtanış
Velioğlu and Meftune Özbakır Umut define the concepts of share, sharing tendency and the shared assets, inves-
tigate the effect of sharing tendencies of individuals on shared assets and contribute the marketing literature and
marketing practitioners in developing marketing strategies on concept of sharing.

December 2019
Duygu Fırat
Osman Yılmaz
Detelina Smilkova

8
20
CUSTOMERS’ CORE SHARING TENDENCIES1
Scarcity leads to sharing of bread. Sharing
bread is sweeter than bread2
Süreyya Karsu3, Meltem Nurtanış Velioğlu4, Sibel Yıldız Çankaya5, Meftune Özbakır Umut6

Abstract
The objectives of this chapter are; (1) to define the concepts of after-sales-services (ASS) and brand, and (2) to
provide information on the effects of ASS on brand preferences, based on international literature, and (3) to in-
vestigate the effects of ASS on the brand preferences in computer sector on the basis of a research contributed in
Turkey, Bolu province, and to make suggestions to marketing practitioners, and to contribute the marketing lit-
erature according to the results of the contributed research.

Keywords: Sharing Attitude, Sharing Economy, Shared Assets, Regression Analysis, Turkey.

The concept of sharing is studied both in ethical systems, religions in many social structures, rituals and social-
ization process in which people interact during their social and economic development. The concept of sharing is
generally associated with the social values such as generosity and charity without expectation of reward and / or
reciprocity in social relations (Price, 1975). The sense of unity and solidarity in societies provide sharing (Albins-
son&Perera, 2012). Sharing is known as one of the oldest natural and intuitive behaviour. Throughout human be-
ing history, sharing behaviour has been maintained with various motivations. Current research has been deepened
on the basic content of sharing and aimed to investigate the effect of sharing tendencies of individuals on shared assets.

Sharing is defined as using and/ or enjoying something that jointly with other people and also defined as unself-
ishly willing to share with others (Princeton’s Wordnet, 2019). Sharingis also defined as a part and/or portion of
a larger amount which is divided among a number of people, or to which a number of people contribute (Ox-
ford Dictionary, 2019) and sharing is needed for humanity to maintain its own species and to preserve its exis-
tence (Dowling, 1968). Also it has been defined as the basic form of economic distribution in hominid societies
for several hundred thousand years and an important force for social cooperation between communities. As a re-
sult of millions years of human development, sharing is accepted to be more than a biological behavior, and it is
accepted that sharing has social content as well that develops with a high degree of mutual sensitivity and carries
in emotional as well as rational (Price, 1975; Harari, 2017).Love increases and the pain decreases if they are shared,
is the way of feeling emotional part of sharing in humanity and in need of neighbor’s ash , is the direct explaining
of sharing beneficial and rational side in our culture.
1 The study is developed from full paper that was presented in 10th International Congress on Current Debates in Social Sciences.
2 Antoine de Saint-Exupery, 1948.
3 Bolu Abant İzzet Baysal University, karsu_s@ibu.edu.tr
4 Bolu Abant İzzet Baysal University, velioglu_m@ibu.edu.tr
5 Bolu Abant İzzet Baysal University, sibelyildiz@ibu.edu.tr
6 Bolu Abant İzzet Baysal University, ozbakir_m@ibu.edu.tr

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CUSTOMERS’ CORE SHARING TENDENCIES
Süreyya Karsu, Meltem Nurtanış Velioğlu, Sibel Yıldız Çankaya, Meftune Özbakır Umut

Belk (2007) defines sharing as the act and process of distributing what is ours to others for their use as well as
the act and process of receiving something from others for our use. Also sharing has got an economic side since
the past centuries. But beginning from the in 20th century its economical side generally were studied on “shar-
ing economy context” which is called to be “based on ‘access to’ rather than ‘ownership of’ physical and human
assets like time, space and skills, for example, people are able to access to rooms (AirBnB), cars and bikes (Blab-
lacar) and taxi services (Uber). The sharing economy has been widely noticed for its massive growth. Revenue
flowing through the sharing economy directly into people’s wallets will surpass $3.5 billion, with growth exceed-
ing 25% (Geron, 2013).

Just in that point it should be important to tell about that the current study is not just interested in any sharing
economy concepts contrarily, the writers are interested in the core concept of sharing that includes tendencies of humans.

Sharing tendencyis defined as the consequence of (user’s) peoples’ privacy-setting behaviour (Knijnenburg&Kobsa,
2014). Sharing tendency has 3 sub-dimensions as personality traits, motivation factors and socio economic per-
ception (Helwig et. al., 2015) which affectthe shared assets. Personality traits include perfectionism, generosity,
and direct reciprocity and generalized reciprocity. Perfectionism as manifested in more or less pronounced fears of
losing personal belongings or receiving them back in an imperfect state through sharing. In descriptions of ma-
terialism (Belk, 1985).Generosity is purposively selected based on individuals’ high affinity toward sharing, clear
differences with regard and highly associated with sharing (Hellwig et al., 2015). Direct reciprocity and general-
ized reciprocity are characterized by the logic of mental accounting where expectations of receiving something of
equivalent value back drive the individual’s willingness to give something away (Sahlins, 1972). Motivation factors-
include 3 dimensions as integrated motivation, Introjected motivation and extrinsic motivation. Integrated moti-
vation is highly emotional and stems from the inner self of the individual. Introjected motivation is often rooted
in feelings of responsibility and bad conscience of not behaving in conformity to social expectations (Deci et al.,
1999). Extrinsic motivation is driven by social norms that are acknowledged by whom locus of causality is exter-
nal to the individual’s self-concept (Hellwig et al., 2015). For sharing something motivations should be in personal
expediency and benefits (Lamberton& Rose, 2012) and the person’s social perspective should be occur through
anti materialist attitude and should be volunteer for simplicity (Albinsson & Perera, 2012; Ozanne & Ballantine,
2010). Socioeconomic perceptions are the last dimension in sharing tendency context. Socioeconomic perceptions
include the sharing varies with one’s financial resources and how they use them and relatively comfortable finan-
cial position and considered sharing as a voluntary lifestyle decision rather than a necessity (Hellwig et al., 2015).

Shared assets can include everything within the framework of the sharing tendency of individuals and commu-
nities. For example in United Kingdom a group says land as shared asset that is a common good which should
deliver shared benefits for everyone (Share Assets, 2019). A company in the household hygiene and personal and
baby care market provides that not owing any of their own manufacturing, but effectively share facilities and in
United States entertainment and media, automotive and transportation and hospitally and dining and retail peo-
ple are determined who have engaged in a sharing economy transaction. (Price Waterhouse Coopers, 2015). Ideas,
products, knowledge, services etc. everything is able to be shareable according to tendencies.

Research on Sharing Tendency and Shared Assets

In the light of literature and researches on sharing tendency and shared assets the purpose of the current study is
to contribute the marketing literature on forward over the effects of sharing tendencies of individuals on shared

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 BUSINESS & MANAGEMENT PRACTICES
Duygu Fırat, Osman Yılmaz, Detelina Smilkova

assets and to create awareness for the marketing professionals in developing marketing strategies as one of the pi-
oneer study by understanding (1) whether sharing tendency influences the shared assets? (2) Is there any relation-
ship between sharing tendency and shared assets? (3) And if there is in which direction positive or negative? From
the above mentioned purpose, in the study, the effects of sharing tendency, which includes personality traits, mo-
tivation factors and socio economic perception, on shared assets is investigated. In order to identify the research
questions and according to the literature review 3 hypotheses were formed at the beginning of the research;

H1: Personality traits affect the shared assets.

H2: Motivation factors affect the shared assets.

H3: Socioeconomic perceptions affect the shared assets.

The conceptual framework of research model is formed according to the hypothesis (Figure 1);.

Figure 1: Research Model

Sample and the Scale

The population of the study is consisted of people 18 and over living in Bolu city centre, Turkey.In the selection
of the sample the simple random sample selection method was used. The survey was conducted in January –Feb-
ruary 2018 as face-to-face survey. 563 participants were reached within the scope of the research. The population
of the study is consist of 129,717 individuals 18 years and over that identified in March 31st2019 local elections.
In the literature, several suggestions have been made to determine the sample size. Since the number of elements
in the population evaluated in this study is already known, the formula of n= Nt2pq/d2(N-1)+t2pq was used
(Baş, 2001). Accordingly, the sample size was measured as 383. As told above data were collected from 563 par-
ticipants. The sample size is accepted to provide suitable data for analysis.

To test the 3 hypotheses, the multiple-choice scale was preferred. For the answers, a 5-point Likert-type scale with
two different schemes (ranging from ‘strongly disagree’ to ‘strongly agree’ and ‘never share’ and ‘always share’) was
used. Survey questions that were developed by Hellwing & Hauser (2015) and translated to Turkish by Kiracı
(2017) were used in the current study. The measuring questions used in the current study were tested within the
previous studies of course and were found to be valid and reliable; however, cultural effects on participants and
participants’ understanding of questions forced researchers to contribute first pilot study to clear up these all these

269
CUSTOMERS’ CORE SHARING TENDENCIES
Süreyya Karsu, Meltem Nurtanış Velioğlu, Sibel Yıldız Çankaya, Meftune Özbakır Umut

differences and dataavailabilityfor analysis, The first pilot study was conducted on 40 participants. Since some of
the validity and reliability values were not found acceptable, following the needed amendments, the second pi-
lot study was carried out. Some changes have been made to the statements on question form and before con-
tributed on main research the questions were presented to the opinion of four academicians and experts, and af-
ter, the second pilot study was conducted with new 40 participants. Through the second pilot study, conducted
on new 40 participants, the corrected scales were controlled in terms of being reasonable. As a result of data col-
lected in the second pilot study, the Cronbach’s Alpha coefficient of the scale was reported as 0.70 and above.
These values shall be deemed to be at a reasonable level in the related literature (Nunnally& Bernstein, 1994). In
addition, a factor analysis was carried out to evaluate the construct validity of the scales. Following the factor anal-
ysis, certain questions that cannot be attributed to any factors or have low factor load were eliminated from the
scale and thus, the measurement tool was finalized. Some of the questions eliminated from the scale as a result
of the second pilot study.And after, two pilot studies carried out with different 40- 40 participants the main re-
search was conducted. The main research’s survey has carried 18 items for sharing tendency, 18 items for shared
assets and demographic part.

Findings
Demographic Variables
The demographic information of participants is given in Table 1 as frequency and percentage:

Table 1: Demographic Information

% f
Gender
Female 51,9 292
Male 46 259
Education
High school and less 26,3 148
University and upper 70,4 397
Income
3000 TL and less 52,2 294
3001 TL and upper 36,1 203
Age
18-25 26,6 150
26-35 21,5 121
36-45 22,2 125
46-55 16,3 92
Upper 56 11,2 63
Maritalstatues
Married 54 304
Single 43,9 247
Having child
YES 48,3 272
NO 48,8 275

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 BUSINESS & MANAGEMENT PRACTICES
Duygu Fırat, Osman Yılmaz, Detelina Smilkova

As seen on Table 1, the frequency values of the participants are very close to each other. Most of them were women,
university and upper education statue, around 18-45 years old.

Validity and Reliability Test

As the main survey carried out; the validity and reliability were tested. Thirty-six measurement questions repre-
senting all variables in the research model were subjected to exploratory factor analysis collectively via “principal
components” method. In the exploratory factor analysis applied, “Varimax” method was selected as the rotation
method. Based on the results of the factor analysis, VEV 4-repair instruments that was not able to be affiliated
to any factor was eliminated from the scale and the analysis was repeated. According to the repeated analysis re-
sults, Kaiser-Meyer-Olkin (KMO) value was founded as 0.854 and the explained variance was 62.838. While the
Barlett’s test of sphericity that measures the consistency of the analyzed items was found to be statistically signif-
icant, according to the anti-image correlation matrix results, on the other hand, the cross-correlation coefficients
of the statements were above the critical level of 0.5. The factor loads of the variables were found to be between
0.492-0.887, in other words, they were found to be at a sufficient level. Table 2(see in page 11) shows the ex-
ploratory factor analysis results.

As can be seen from Table 2, the measurement tool which is normally designed to be an eleven-factor tool has
become an eight-factor structure as a result of factor analysis. At this stage, some factors are combined in one
dimension, while some factors are divided into two separate dimensions. Thereafter, some factors have been re-
named as follows;

1st factor: Sociability dimension: In the factor analysis conducted, the dimensions of generosity, integrated motiva-
tion, and intrinsic motivation were combined in a single factor. When these three factors are examined, it is seen
that they reflect the sociability dimension in the sharing literature. 2nd factor: Easily reachable assets; According
to the factor analysis conducted, entertainment, information sharing and food dimensions were combined in a
single factor. 3rd factor: Socialization dimension; According to the factor analysis conducted, the questions of ext-
rinsic motivation numbered 2, 4, 5 and 6 were combined in a single factor. 4th factor: Specialty product asset (As-
sets in high economic value); According to the factor analysis conducted, these following items were combined in
a single factor: laptop-desktop computer-tablet, mobile phones, car, summerhouse, and residential house. 5th fa-
ctor: Shopping products assets; According to the factor analysis conducted, washing machines, refrigerators, and
small home appliances were combined in a single factor. 6th factor: Perfectionism assets; This dimension remains
in its original state. 7th factor: Personal usage assets; This dimension remains in its original state. 8th factor: Econo-
mic benefit dimension of sharing; According to the factor analysis conducted, the questions of extrinsic motiva-
tion numbered 1 and 2 were combined in a single factor. This factor reflects the economic benefit dimension of
the sharing as identified in literature.

The Cronbach’s Alpha values of the variables were calculated depending on the structure obtained as a result of
factor analysis. The Cronbach’s Alpha coefficient was reported as above critical value, 0.70 (Hair et al., 2009). As
a result, our independent variables in the study consisted of:Sociability dimension of Sharing, Socialization dimen-
sion of Sharing, Perfectionism and Economic benefit dimension of Sharing. Dependent variables in the study, on
the other hand, consisted of easily reachable assets, specialty product assets, shopping product assets, and personal
usage assets. The research model was revised based on these data. Figure 2 shows the revised model of the research
and according to the revised model revised 16 hypotheses were cleared as;

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H1: Sociability dimension of sharing affects the easily reachable assets

H2: Sociability dimension of sharing affects the specialty products
H3: Sociability dimension of sharing affects the shopping products
H4: Sociability dimension of sharing affects the personal usage assets
H5: Socialization dimension of sharing affects the easily reachable assets
H6: Socialization dimension of sharing affects the specialty products
H7: Socialization dimension of sharing affects the shopping products
H8: Socialization dimension of sharing affects the personal usage assets
H9: Perfectionism affects the easily reachable assets
H10: Perfectionism affects the specialty products
H11: Perfectionism affects the shopping products
H12: Perfectionism affects the personal usage assets
H13: Economic benefit dimension of sharing affects the easily reachable assets
H14: Economic benefit dimension of sharing affects the specialty products
H15: Economic benefit dimension of sharing affects the shopping products
H16: Economic benefit dimension of sharing affects the personal usage assets.

Figure 2: Revised Model

SHARING TENDENCY FACTORS: SHARED ASSETS : (DEPENDENT VARIABLES)

(INDEPENDENT VARIABLES)
H1 EASILY REACHABLE
SOCIABILITY PRODUCTS-ASSETS
(motivation intagrated, H2 (knowledge share as help in
intrajected, genoricity)
repairs, cooks, puzzle,
homework, fulling files&sharing
H3 cd, dvd, food)
SOCIALIZATION H5 H4
(excint motivation)
H6 SPECIALITY PRODUCTS-
H7 ASSETS
(car, summer house,residental
H8 house, tablet, laptop, PC,
PERFECTIONISM H9 H10
(trait perfectionism) mobile phone)
H11
SHOPPING PRODUCTS-
H12
ASSETS
(refrigerator, washingmachine,
H13 house hold appliances
ECONOMIC H14
BENEFIT (excint H15
motivation)
H16 PERSONEL USAGE
PRODUCTS-ASSETS
(dress, shoe, hand bag)

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Descriptive Statistics and Correlation Analysis

All of the variables that were obtained as a result of factor analysis were subjected to correlation analysis and one-
to-one relationships between variables were revealed. Table 3 shows the correlation coefficients and mean, stan-
dard deviation and Cronbach’s Alpha values of all variables. When the correlation results between the variables
were examined, it is seen that many relationships are statistically significant and positive.

Table 3: Mean, Standard Deviation, Cronbach’s Alpha and Correlation Coefficients of Variables

Variables Mean S.D C.A 1 2 3 4 5 6 7 8

1 Socialization 3.1139 .87310 ,810 - - - - - - - -
dimension
2 speciality 2.5951 .82261 ,768 .182** - - - - - - -
product asset
3 sociability 3.9995 .65644 ,857 .436** .234** - - - - - -
dimension
4 easily 4.2318 .59763 ,818 .096* .323** .333** - - - -
reachable
assets
5 shopping 3.0357 1.10036 ,860 .194** .482** .253** .308** -
products
assets
6 Perfectionism 4.4407 .78113 ,816 .075 .003 .0391** .195** .107* - - -
7 personel usage 2.6082 1.05894 ,826 .126** .518** .179** .328** .382** .024 - -
8 economic 2.9207 1.03183 ,787 .471** .245** .336** .156** .220** .033 .243** -
benefic
**Correlation is significant at the 0.01 level
* Correlation is significant at the 0.05 level
C.A= Croanbach α
S.D=Standard Deviation

Regression Analysis and Test of the Revised Models’ Hypothesis

Multiple linear regression analysis was performed to test the hypotheses. Prior to this analysis, the data were an-
alyzed in terms of normal distribution, linearity, autocorrelation and multicollinearity problem. To test the nor-
mality of the distribution, skewness and kurtosis values were examined (Green et al., 2012). It was found that
these values do not exceed the recommended ± 2 value. For regression analysis in order to yield healthy results
there should be no multicollinearity between the independent variables. In order to identify this stuation, VIF
(Variance Inflation Factors) was calculated and the highest value was determined as 1.53 (VIF<10) (Kutner et al.,
2004).As a result, it was revealed that there is no multicollinearityproblem for our model.To determine whether
there is an autocorrelation problem, Durbin-Watson (D.W) test was used. Usually, a D-W test value around 1.5-
2.5 shows that there is no autocorrelation (Kalaycı, 2008). As can be seen in the tables below, D.W values in our
models are in the range of 1.5-2.5. To test the 16 hypotheses suggested in the study, 4 different regression mod-
els were developed;

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CUSTOMERS’ CORE SHARING TENDENCIES
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Model 1: Effect of the Independent Variables (Sociability dimension of sharing, Socialization dimension of sharing, Per-
fectionism, and Economic benefit dimension of the sharing) on the Easily Reachable Assets. According to the Model
1, Table 4 shows the results of regression analysis related to the effect of the independent variables on the easily
reachable assets. The results of this regression analysis were statistically significant (F=19.790, sig. 000).When the
effect of independent variables separately on the dependent variable is examined, it is understood that only the so-
ciability dimension of sharing has a significant effect on the dependent variable (β=.316).The Table 4 also shows
that 12% of the dependent variable is explained by independent variables;

Table 4: Effect of Independent Variables on Easily Reachable Assets

Model 1 Dependent Variable (Easily reachable assets)

Independent Variables β t
Sociability dimension of sharing .316 6,385**
Socialization dimension of sharing -.080 -1.648
Perfectionism .071 1.608
Economic benefit dimension of the sharing .088 1.906
F 19.790
Sig .000
R 2
.126
Corrected R2 .120
Durbin-Watson 1,939
* The regression coefficient is significant at 5% level.
** The regression coefficient is significant at 1% level.

As a result, the first model tests the hypotheses H1, H5, H9 and H13.According to the analysis results, only H1 hy-
pothesis was accepted.

H1: Sociability dimension of sharing affects the easily reachable assets, accepted one.

H5: Socialization dimension of sharing affects the easily reachable assets, rejected.

H9: Perfectionism affects the easily reachable assets, rejected.

H13: Economic benefit dimension of sharing affects the easily reachable assets, rejected.

Model 2: Effect of the Independent Variables (Sociability dimension of sharing, Socialization dimension of sharing, Per-
fectionism, and Economic benefit dimension of the sharing) on the Specialty Product Assets.

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Table 5: Effect of Independent Variables on Specialty Product Assets

Model 2 Dependent Variable (Specialty product- assets)

Independent Variables β t
Sociability dimension of sharing .202 4.016**
Socialization dimension of sharing ,026 ,519
Perfectionism -.086 -1927
Economic benefit dimension of the sharing .165 3.504**
F 13,948
Sig. .000
R 2
.092
Corrected R2 .086
Durbin-Watson 1.747
* The regression coefficient is significant at 5% level.
** The regression coefficient is significant at 1% level.

Table 5 shows the results of regression analysis related to the effect of independent variables on specialty product
assets. The results of this regression analysis were statistically significant (F=13.948, sig. 000). When the effect of
independent variables separately on the dependent variable is examined,it is understood that the sociability di-
mension of sharing and the economic dimension of sharing had a significant effect on the dependent variable.
Table 5 also shows that 8.6% of the dependent variable is explained by independent variables. As a result, the
second model tests the hypotheses H2, H6, H10 and H14.According to the analysis results, only H2 and H14 hy-
potheses were accepted.

H2: Sociability dimension of sharing affects the specialty products, accepted one.

H6: Socialization dimension of sharing affects the specialty products, rejected.

H10: Perfectionism affects the specialty products, rejected.

H14: Economic benefit dimension of sharing affects the specialty products, accepted one.

Model 3: Effect of the Independent Variables (Sociability dimension of sharing, Socialization dimension of sharing, Per-
fectionism, and Economic benefit dimension of the sharing) on the Shopping Product Assets.

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Table 6:Effect of Independent Variables on Shopping Product Assets

Model 3 Dependent Variable (Shopping products- assets)

Independent Variables β t
Sociability dimension of sharing ,173 3.427**
Socialization dimension of sharing ,055 1.115
Perfectionism .029 .651
Economic benefit dimension of the sharing .132 2.793**
F 13.013
Sig .000
R 2
.087
Corrected R 2
.080
Durbin-Watson 1,465
* The regression coefficient is significant at 5% level.
** The regression coefficient is significant at 1% level.

Table 6 shows the results of regression analysis related to the effect of independent variables on shopping prod-
uct assets. The results of this regression analysis were statistically significant (F=13.013, sig. 000). When the ef-
fect of independent variables separately on the dependent variable is examined,it is understood that the socia-
bility dimension of sharing and the economic dimension of sharing had a significant effect on the dependent
variable. Table 6 also shows that 8.0% of the dependent variable is explained by independent variables. As a re-
sult, the third model tests the hypotheses H3, H7, H11 and H15. According to the analysis results, only H3 and
H15 hypotheses were accepted.

H3: Sociability dimension of sharing affects the shopping products, accepted one.

H7: Socialization dimension of sharing affects the shopping products, rejected.

H11: Perfectionism affects the shopping products, rejected.

H15: Economic benefit dimension of sharing affects the shopping products, accepted one.

Model 4: Effect of the Independent Variables (Sociability dimension of sharing, Socialization dimension of sharing, Per-
fectionism, and Economic benefit dimension of the sharing) on the Personal Usage Assets.

According to the model 4, Table 7 shows the results of regression analysis related to the effect of independent vari-
ables on personal usage assets. The results of this regression analysis were statistically significant (F=10.900, sig.
000). When the effect of independent variables separately on the dependent variable is examined,it is understood
that the sociability dimension of sharing and the economic dimension of sharing had a significant effect on the
dependent variable. Table 7 also shows that 6.7% of the dependent variable is explained by independent variables.

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Table 7: Effect of Independent Variables on Personal Usage Assets

Model 1 Dependent Variable (Personal usage assets)

Independent Variables β t
Sociability dimension of sharing ,131 2.577** .010
Socialization dimension of sharing .030 -.604 .546
Perfectionism -.038 -.836 .404
Economic benefit dimension of the sharing .220 4.631** .000
F 10.900
sig .000
R 2
.074
Corrected R2 .067
Durbin-Watson 1.745
*The regression coefficient is significant at 5% level.
**The regression coefficient is significant at 1% level.

As a result, the fourth model tests, the hypotheses H4, H8, H12 and H16. According to the analysis results, only
H4 and H16 hypotheses were accepted.

H4: Sociability dimension of sharing affects the personal usage assets, accepted one.

H8: Socialization dimension of sharing affects the personal usage assets, rejected

H12: Perfectionism affects the personal usage assets, rejected.

H16: Economic benefit dimension of sharing affects the personal usage assets, accepted one.

Discussion
The currents study’s results indicate that the sociability dimension of sharing has positive and significant affect on
all dependent variables (easily reachable – shopping, speciality and personal usage products-assets) and the socia-
bility dimension items are intrajected motivations, generosity, integrated motivations both of them are called as
the a person’s inside environment and outside environment effected motivations. These 3 motivation dimensions
are known to be important for a person on sharing tendency (Price, 1975; Dowling,1968; Hellwig et al., 2015).

According to analyses it was found out that the socialization dimension has no effect on any dependent variable.
This result is differs from the research done by Hellwig et al. (2015) in Europe and it is thought to be related
with the current study sample region that in Turkish culture & daily relations for having new friends and con-
tinuing relations etc. sharing some assets (touchable &/ untouchable) are not an important way. The main ele-
ments of Turkish people existing relations and socialization continue as the nuclear family and the wider family,
friendships and neighbourliness.

The perfectionism either has no significant effect on dependent variables. The items that were asked to partici-
pants’ perfectionism were all related with the borrowing process of assets. Again it is thought to be a regional and

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CUSTOMERS’ CORE SHARING TENDENCIES
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cultural difference that Turkish people are known as more emotional and usually Turkish people shame to ask for
assets them barrowed. And economic benefit dimension of sharing was found to have positive & significant af-
fect on all dependent variables (easily reachable – shopping, speciality and personal usage products-assets). It is
also thought to be related with the being economically wealthy. As someone is not enough rich to assets whenever
they need and whatever they want cause of economic wealth, assets became as an economic benefit.

Qualitative research should be done to understand the meaning of sharing in the market, as known from the lit-
erature readings sharing is not only an economic model, it is a habit from early humans. We need to understand
deeply about the meaning of sharing. The current research was conducted in one city next research should be
done all country face to face. And differences through cultures & societies should be accepted so more and more
research should be done regional.

Table 2: Factor Analysis Results

Component-8 DIMENSIONS
sociability easily socializing speciality shopping perfectionism personal economic
reachable products products used benefıt
products gegoods
motiv. integ.3 ,736
motiv. integ.1 ,732
motiv. integ.2 ,717
motiv. intraject.3 ,683
motiv. intraject.2 ,664
trait genorocity2 ,659
trait genorocity1 ,548
motiv. intraject.4 ,534
motiv. intraject.1 ,492
knowledge asset share help in ,773
repairs, cooks
know. Asset share help puzzle, ,749
homework
foodassetsharebiscuits, nts ,722
know. assetshare, help ,717
fullingfiles
foodassetsharedrinks ,633
entertain mentassetshare CD, ,564
DVD
motiv. exsinc6 ,778
motiv. exsinc4 ,776
motiv. exsinc3 ,739
motiv. exsinc5 ,689
asset- car5 ,683
asset personel info. share ,676
-mobile phone
assetsummerhouseshare ,664

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Component-8 DIMENSIONS
sociability easily socializing speciality shopping perfectionism personal economic
reachable products products used benefıt
products gegoods
assetpersonalinfo. share- ,654
computer, tablet
assetresidental house7 ,571
assetrefrigerator ,887
assetwashingmachine ,846
assethouseholdappliances ,713
traitperfectionism ,826
traitperfectionism ,806
traitperfectionism ,805
assetdresses ,807
asset shoes3 ,784
Assethandbag ,777
motiv. exsinc1 ,853
motiv. exsinc2 ,725

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 Business & Management Practices

Businesses are important for economic development of nation and increa-

sing of living standards of people. Also, management is a critical fa-
ctor for both businesses because it creates utility for businesses. All
the success and failure depend upon business functions and management.
In this context, this book contains three important factors of business
management. In the first part of the book covers strategic management
subjects; especially entrepreneurship and human resource management. The
second part of the book includes accounting and auditing. The third part
of the book is about marketing.

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