Abstract
Teknolojinin gelişmesiyle artan rekabet ortamında insanların dikkatini çekmek gün geçtikçe zorlaşmış ve yeni, dikkat çekici mal ve hizmetler sunabilmek için firmalar insanların davranışlarını anlamaya odaklanmışlardır. Kullanıcıya özel seçenekler sunulması kişiselleştirilmiş mal ve hizmetlere olan talebi artırmış, kullanıcıların internet ortamında sergiledikleri davranışlar hakkında değerli bilgiler edinmeyi ve niyetlerini ortaya çıkarmayı amaçladıkları yeni teknoloji Davranışların İnterneti (IoB)’nin gücünden yararlanmayı gerekli kılmıştır. IoB teknolojisi internet ortamında kullanıcıların ürün ve hizmetlerle nasıl bir etkileşime girdiklerini uygun veri analiz teknikleriyle inceleyen ve bu verilerden iç görü elde etmeyi hedefleyen bir araştırma konusudur. Firmalar bu teknoloji ile kullanıcıların davranışsal verilerindeki kalıpları tahmin ederek bu kalıplar ile kullanıcı davranışlarını manipüle etmeye odaklanan ve kişiselleştirilmiş mal ve hizmetler ile kullanıcı memnuniyetini en üst düzeye taşıyabileceklerdir. Nesnelerin İnterneti (IoT)’nin gelişmeye devam etmesi ve artan cihaz kullanımı ile çok sayıda davranışsal veri toplanmaya devam etmektedir. IoT’nin bir uzantısı olarak ortaya çıkan IoB araştırma konusu hakkında literatüre bakıldığında kavramsal, teorik ve ampirik araştırma alanında geniş bir boşluk olduğu belirlenmiştir. Bu araştırmada IoB teknolojisinin gelişimi, IoT ile ilişkisi, özelliklerinin incelenmesi, uygulama alanları ve tartışmaya açık konulara kapsamlı bir genel bakış sunması hedeflenmektedir. Ayrıca IoB üzerine gelecekteki araştırmalarda hem firmalara hem de akademik anlamda ilk ulusal araştırma makalesi olarak rehberlik edeceği düşünülmektedir.
Keywords
Davranışların İnterneti (IoB) Davranışsal Veri Veri Analitiği Nesnelerin İnterneti (IoT) Davranışsal Niyet
References
- Aldowah, H., Rehman, S. U., Ghazal, S. ve Umar, I. N. (2017, Eylül). Internet of things in higher education: a study on future learning. In Journal of Physics: Conference Series 892(1), 012017, IOP Publishing. doi :10.1088/1742-6596/892/1/012017
- Amiri, Z., Heidari, A., Darbandi, M., Yazdani, Y., Jafari Navimipour, N., Esmaeilpour, M. ve Unal, M. (2023). The personal health applications of machine learning techniques in the internet of behaviors. Sustainability, 15(16), 1-41. http://dx.doi.org/10.3390/su151612406
- Arı, A. ve Onder, H. (2013). Farklı veri yapılarında kullanılabilecek regresyon yöntemleri. Anadolu Tarım Bilimleri Dergisi, 28(3), 168-174. https://doi.org/10.7161/anajas.2013.28.3.168
- Azghiou, K., El-Mouhib, M., Koulali, M. A. ve Benali, A. (2020). An end-to- end reliability framework of the internet of things. Sensors, 20 (9), 1-23. https://doi.org/10.3390%2Fs20092439
- Basu, P. (2021). Digital transformation-internet of behaviour for framing business strategies and value creation. The Management Accountant Journal, 56(6), 70-74.
- Bozbuğa, N. ve Güven, S. (2021). Tıp bilişimi. Istanbul University Press, 97-110. DOI: 10.26650/B/ET07.2022.007
- Daud, A., Aljohani, N. R., Abbasi, R. A., Lytras, M. D., Abbas, F. ve Alowibdi, J. S. (2017, Nisan). Predicting student performance using advanced learning analytics. In Proceedings of the 26th International Conference On World Wide Web Companion, 415-421. http://dx.doi.org/10.1145/3041021.3054164
- Deep, A. ve Aswin K. V. N. (2022). A study on internet of behaviors (IoB), International Journal of Novel Research and Development, 7(5), 1182-1187.
- Elayan, H., Aloqaily, M., Karray, F. ve Guizani, M. (2022, Mayıs). Decentralized IoB for influencing IoT-based systems behavior. In ICC 2022-IEEE International Conference on Communications, 3340-3345. IEEE. https://doi.org/10.1109/ICC45855.2022.9839241
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- Embarak, O. H. (2022). Internet of behaviour (IoB)-based AI models for personalized smart education systems. Procedia Computer Science, 203, 103-110. https://doi.org/10.1016/j.procs.2022.07.015
- Gartner ‘Top Strategic Technology Trends for 2021’ https://www.gartner.com/en/newsroom/press-releases/2020-10-19-gartner-identifies-the-top-strategic-technology-trends-for-2021#:~:text=Internet%20of%20Behaviors,text=The%20IoB%20combines%20existing%20technologies,cash%20purchases%20or%20device%20usage
- Halgekar, A., Chouhan, A., Khetan, I., Bhatia, J., Shah, N. ve Srivastava, K. (2021, Ekim). Internet of behavior (IoB): A survey. In 2021 5th International Conference on Information Systems and Computer Networks (ISCON), 1-6. IEEE. https://doi.org/10.1109/ISCON52037.2021.9702450
- Javaid, M., Haleem, A., Singh, R. P., Khan, S. ve Suman, R. (2022). An extensive study on internet of behavior (iob) enabled healthcare-systems: features, facilitators and challenges. Bench Council Transactions on Benchmarks, Standards and Evaluations, 2(4), 1-10. https://doi.org/10.1016/j.tbench.2023.100085
- Javaid, M., Haleem, A., Singh, R. P., Rab, S. ve Suman, R. (2021). Internet of behaviours (IoB) and its role in customer services. Sensors International, 2, 1-8. https://doi.org/10.1016/j.sintl.2021.100122
- Mezair, T., Djenouri, Y., Belhadi, A., Srivastava, G. ve Lin, J. C. W. (2022). Towards an advanced deep learning for the internet of behaviors: Application to connected vehicles. ACM Transactions On Sensor Networks, 19(2), 1-18. https://doi.org/10.1145/3526192
- Moghaddam, M. T., Muccini, H., Dugdale, J. ve Kjægaard, M. B. (2022, Mart). Designing internet of behaviors systems. In 2022 IEEE 19th International Conference on Software Architecture (ICSA), 124-134, IEEE.https://doi.ieeecomputersociety.org/10.1109/ICSA53651.2022.00020
- Molla, A., Hoang, G. ve Oshodin, O. (2021). Conceptualising the internet of behaviours (IoB): A multi-level perspective and research agenda, ACIS 2021 Proceedings. 57, 1-11.
- Nyman, G. ‘Covid-19, Behavior Knowledge and Internet of Behaviors (IoB)’ https://gotepoem.wordpress.com/2020/04/
- Nyman, G. ’The Psychology Behind Internet of Behaviors (IoB)’ https://gotepoem.wordpress.com/2012/10/
- Rahaman, T. (2022). Smart things are getting smarter: An introduction to the internet of behavior. Medical Reference Services Quarterly, 41(1), 110-116. https://doi.org/10.1080/02763869.2022.2021046
- Salis, A. (2021). Towards the internet of behaviors in smart cities through a fog-to-cloud approach. HighTech and Innovation Journal, 2(4), 273-284. https://doi.org/10.28991/HIJ-2021-02-04-01
- Stary, C. (2020). The internet-of-behavior as organizational transformation space with choreographic intelligence. In Subject-Oriented Business Process Management. The Digital Workplace–Nucleus of Transformation: 12th International Conference, S-BPM ONE 2020, Bremen, Germany, December 2-3, 2020, Proceedings 12, 113-132. Springer International Publishing. https://doi.org/10.1007/978-3-030-64351-5_8
- Sun, J., Gan, W., Chao, H. C., Philip, S. Y. ve Ding, W. (2023). Internet of behaviors: A survey. IEEE Internet of Things Journal, 1-17. 10.1109/JIOT.2023.3247594
- Tutunea, S. M. F. (2022). Internet of behavior (IoB)-An alternative for differentiation in the digital environment. Studia Universitatis Babes Bolyai-Negotia, 67(3), 7-26. http://dx.doi.org/10.24193/subbnegotia.2022.3.01
- Vial, G. (2021). Understanding digital transformation: A review and a research agenda. Managing Digital Transformation, 13-66. http://dx.doi.org/10.1016/j.jsis.2019.01.003
- Zhao, Q., Li, G., Cai, J., Zhou, M. ve Feng, L. (2023). A tutorial on internet of behaviors: concept, architecture, technology, applications and challenges. IEEE Communications Surveys , Tutorials, 1227-1260. https://doi.org/10.1109/COMST.2023.3246993
- Ziani, L., Khanouche, M. E. ve Belaid, A. (2022, Kasım). Internet of behaviors: A literature review of an emerging technology. In 2022 First International Conference on Big Data, IoT, Web Intelligence and Applications (BIWA), 42-47. IEEE. https://doi.org/10.1109/BIWA57631.2022.10037987
Abstract
In the competitive environment that has increased with the development of technology, it has become increasingly difficult to attract people's attention, and companies have focused on understanding people's behavior in order to offer new and remarkable goods and services. Offering tailored options to the user has increased the demand for personalized goods and services, making it necessary to leverage the power of the Internet of Behavior (IoB), a new technology that aims to gain valuable information about the users’ online behaviors and intentions. IoB technology is a research topic that examines how users interact with products and services online using appropriate data analysis techniques to gain insights from this data. With this technology, companies will be able to predict patterns in users' behavioral data and maximize user satisfaction with personalized goods and services that focus on manipulating user behavior with these patterns. With the continued development of the Internet of Things (IoT) and the increasing use of devices, a large amount of behavioral data continues to be collected. There is a large gap in conceptual, theoretical and empirical research fields on IoB research, which emerged as an extension of IoT. This research aims to provide a comprehensive overview of the development of IoB technology, its relationship with IoT, examination of its key characteristics, application areas and ongoing debates. It is also anticipated that this research will serve as both a practical and academic guide, being the first national research article on IoB, and will contribute to future studies on this emerging topic.
Keywords
Internet of Behavior (IoB) Behavioral Data Data Analytics Internet of Things(IoT) Behavioral Intention
References
- Aldowah, H., Rehman, S. U., Ghazal, S. ve Umar, I. N. (2017, Eylül). Internet of things in higher education: a study on future learning. In Journal of Physics: Conference Series 892(1), 012017, IOP Publishing. doi :10.1088/1742-6596/892/1/012017
- Amiri, Z., Heidari, A., Darbandi, M., Yazdani, Y., Jafari Navimipour, N., Esmaeilpour, M. ve Unal, M. (2023). The personal health applications of machine learning techniques in the internet of behaviors. Sustainability, 15(16), 1-41. http://dx.doi.org/10.3390/su151612406
- Arı, A. ve Onder, H. (2013). Farklı veri yapılarında kullanılabilecek regresyon yöntemleri. Anadolu Tarım Bilimleri Dergisi, 28(3), 168-174. https://doi.org/10.7161/anajas.2013.28.3.168
- Azghiou, K., El-Mouhib, M., Koulali, M. A. ve Benali, A. (2020). An end-to- end reliability framework of the internet of things. Sensors, 20 (9), 1-23. https://doi.org/10.3390%2Fs20092439
- Basu, P. (2021). Digital transformation-internet of behaviour for framing business strategies and value creation. The Management Accountant Journal, 56(6), 70-74.
- Bozbuğa, N. ve Güven, S. (2021). Tıp bilişimi. Istanbul University Press, 97-110. DOI: 10.26650/B/ET07.2022.007
- Daud, A., Aljohani, N. R., Abbasi, R. A., Lytras, M. D., Abbas, F. ve Alowibdi, J. S. (2017, Nisan). Predicting student performance using advanced learning analytics. In Proceedings of the 26th International Conference On World Wide Web Companion, 415-421. http://dx.doi.org/10.1145/3041021.3054164
- Deep, A. ve Aswin K. V. N. (2022). A study on internet of behaviors (IoB), International Journal of Novel Research and Development, 7(5), 1182-1187.
- Elayan, H., Aloqaily, M., Karray, F. ve Guizani, M. (2022, Mayıs). Decentralized IoB for influencing IoT-based systems behavior. In ICC 2022-IEEE International Conference on Communications, 3340-3345. IEEE. https://doi.org/10.1109/ICC45855.2022.9839241
- Elayan, H., Aloqaily, M., Karray, F. ve Guizani, M. (2022). Internet of behavior and explainable AI systems for influencing IoT behavior. IEEE Network, 37(1), 62-68. https://doi.org/10.1109/MNET.009.2100500
- Embarak, O. H. (2022). Internet of behaviour (IoB)-based AI models for personalized smart education systems. Procedia Computer Science, 203, 103-110. https://doi.org/10.1016/j.procs.2022.07.015
- Gartner ‘Top Strategic Technology Trends for 2021’ https://www.gartner.com/en/newsroom/press-releases/2020-10-19-gartner-identifies-the-top-strategic-technology-trends-for-2021#:~:text=Internet%20of%20Behaviors,text=The%20IoB%20combines%20existing%20technologies,cash%20purchases%20or%20device%20usage
- Halgekar, A., Chouhan, A., Khetan, I., Bhatia, J., Shah, N. ve Srivastava, K. (2021, Ekim). Internet of behavior (IoB): A survey. In 2021 5th International Conference on Information Systems and Computer Networks (ISCON), 1-6. IEEE. https://doi.org/10.1109/ISCON52037.2021.9702450
- Javaid, M., Haleem, A., Singh, R. P., Khan, S. ve Suman, R. (2022). An extensive study on internet of behavior (iob) enabled healthcare-systems: features, facilitators and challenges. Bench Council Transactions on Benchmarks, Standards and Evaluations, 2(4), 1-10. https://doi.org/10.1016/j.tbench.2023.100085
- Javaid, M., Haleem, A., Singh, R. P., Rab, S. ve Suman, R. (2021). Internet of behaviours (IoB) and its role in customer services. Sensors International, 2, 1-8. https://doi.org/10.1016/j.sintl.2021.100122
- Mezair, T., Djenouri, Y., Belhadi, A., Srivastava, G. ve Lin, J. C. W. (2022). Towards an advanced deep learning for the internet of behaviors: Application to connected vehicles. ACM Transactions On Sensor Networks, 19(2), 1-18. https://doi.org/10.1145/3526192
- Moghaddam, M. T., Muccini, H., Dugdale, J. ve Kjægaard, M. B. (2022, Mart). Designing internet of behaviors systems. In 2022 IEEE 19th International Conference on Software Architecture (ICSA), 124-134, IEEE.https://doi.ieeecomputersociety.org/10.1109/ICSA53651.2022.00020
- Molla, A., Hoang, G. ve Oshodin, O. (2021). Conceptualising the internet of behaviours (IoB): A multi-level perspective and research agenda, ACIS 2021 Proceedings. 57, 1-11.
- Nyman, G. ‘Covid-19, Behavior Knowledge and Internet of Behaviors (IoB)’ https://gotepoem.wordpress.com/2020/04/
- Nyman, G. ’The Psychology Behind Internet of Behaviors (IoB)’ https://gotepoem.wordpress.com/2012/10/
- Rahaman, T. (2022). Smart things are getting smarter: An introduction to the internet of behavior. Medical Reference Services Quarterly, 41(1), 110-116. https://doi.org/10.1080/02763869.2022.2021046
- Salis, A. (2021). Towards the internet of behaviors in smart cities through a fog-to-cloud approach. HighTech and Innovation Journal, 2(4), 273-284. https://doi.org/10.28991/HIJ-2021-02-04-01
- Stary, C. (2020). The internet-of-behavior as organizational transformation space with choreographic intelligence. In Subject-Oriented Business Process Management. The Digital Workplace–Nucleus of Transformation: 12th International Conference, S-BPM ONE 2020, Bremen, Germany, December 2-3, 2020, Proceedings 12, 113-132. Springer International Publishing. https://doi.org/10.1007/978-3-030-64351-5_8
- Sun, J., Gan, W., Chao, H. C., Philip, S. Y. ve Ding, W. (2023). Internet of behaviors: A survey. IEEE Internet of Things Journal, 1-17. 10.1109/JIOT.2023.3247594
- Tutunea, S. M. F. (2022). Internet of behavior (IoB)-An alternative for differentiation in the digital environment. Studia Universitatis Babes Bolyai-Negotia, 67(3), 7-26. http://dx.doi.org/10.24193/subbnegotia.2022.3.01
- Vial, G. (2021). Understanding digital transformation: A review and a research agenda. Managing Digital Transformation, 13-66. http://dx.doi.org/10.1016/j.jsis.2019.01.003
- Zhao, Q., Li, G., Cai, J., Zhou, M. ve Feng, L. (2023). A tutorial on internet of behaviors: concept, architecture, technology, applications and challenges. IEEE Communications Surveys , Tutorials, 1227-1260. https://doi.org/10.1109/COMST.2023.3246993
- Ziani, L., Khanouche, M. E. ve Belaid, A. (2022, Kasım). Internet of behaviors: A literature review of an emerging technology. In 2022 First International Conference on Big Data, IoT, Web Intelligence and Applications (BIWA), 42-47. IEEE. https://doi.org/10.1109/BIWA57631.2022.10037987
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Marketing (Other) |
| Journal Section | Articles |
| Authors | |
| Publication Date | July 20, 2025 |
| Submission Date | January 21, 2025 |
| Acceptance Date | July 4, 2025 |
| Published in Issue | Year 2025 Volume: 34 Issue: Uygarlığın Dönüşümü - Sosyal Bilimlerin Bakışıyla Yapay Zekâ |
