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THE EFFECT OF HYPER-PERSONALIZATION APPLICATIONS ON CONSUMER'S CONTINUATION TO ONLINE INTERACTION BEHAVIOR

Yıl 2025, , 1 - 41, 30.06.2025

Şebnem Başimi Holzer Nesrin Alptekin

https://doi.org/10.53443/anadoluibfd.1532705

Öz

The aim of this study is to examine the relationship of hyper-personalization applications with online privacy within the framework of privacy calculus theory and to measure their impact on the consumer's continuation to interaction behavior. The data obtained through an online survey from 400 consumers aged 18 and over in Turkey were selected by convenience sampling method and who regularly shop online, use social media accounts and entertainment platforms were analyzed by partial least squares structural equation modelling. When the findings obtained as a result of the analysis were evaluated, it was seen that hyper-personalization applications had a positive and significant effect on consumers’ benefit and risk perceptions within the framework of privacy calculus theory. Perceived benefit and risk have a significant positive effect on perceived value and perceived value has a significant positive effect on willingness to use personal information. It has been found that previous privacy violation experience does not have a significant effect on the variables of perceived risk and willingness to use personal information, while the element of trust in the business and/or platform has a positive significant effect on the willingness to use personal information. It has been found that willingness to use personal information has a positive and significant effect on continuation to online interaction behavior.

Anahtar Kelimeler

Hyper-personalization Privacy Calculus Continuation to Online Interaction Behavior

Proje Numarası

SBA-2023-1880

Kaynakça

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HİPER-KİŞİSELLEŞTİRME UYGULAMALARININ TÜKETİCİNİN ÇEVRİMİÇİ ETKİLEŞİME DEVAM ETME DAVRANIŞINA ETKİSİ

Yıl 2025, , 1 - 41, 30.06.2025

Şebnem Başimi Holzer Nesrin Alptekin

https://doi.org/10.53443/anadoluibfd.1532705

Öz

Bu çalışmanın amacı, hiper-kişiselleştirme uygulamalarının çevrimiçi mahremiyetle ilişkisini mahremiyet hesabı teorisi çerçevesinde incelemek ve tüketicinin etkileşime devam etme davranışına etkisini ölçmektir. Kolayda örnekleme yöntemi ile seçilen Türkiye’deki 18 yaş ve üzeri düzenli olarak çevrimiçi alışveriş yapan, sosyal medya hesaplarını ve eğlence platformlarını kullanan 400 tüketiciden çevrimiçi anket yoluyla elde edilen veriler kısmi en küçük kareler yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonucunda elde edilen bulgular değerlendirildiğinde, mahremiyet hesabı teorisi çerçevesinde hiper-kişiselleştirme uygulamalarının tüketicilerin fayda ve risk algıları üzerinde pozitif yönde anlamlı bir etkisi olduğu görülmüştür. Algılanan faydanın ve riskin algılanan değer üzerinde ve algılanan değerin kişisel bilginin kullanımına isteklilik üzerinde pozitif yönde anlamlı etkisi vardır. Daha önce yaşanmış mahremiyet ihlali deneyiminin algılanan risk ve kişisel bilginin kullanımına isteklilik değişkenleri üzerinde anlamlı bir etkisi bulunmamakta, ancak işletmeye ve/veya platforma duyulan güven unsuru kişisel bilginin kullanımına isteklilik üzerinde pozitif yönde anlamlı bir etkiye sahiptir. Kişisel bilginin kullanımına istekliliğin çevrimiçi etkileşime devam etme davranışı üzerinde pozitif yönde anlamlı bir etkisi olduğu bulunmuştur.

Anahtar Kelimeler

Hiper-kişiselleştirme Mahremiyet Hesabı Etkileşime Devam Etme Davranışı

Etik Beyan

Bu çalışma için Anadolu Üniversitesi Etik Kurulunun 30.05.2023 tarihli ve 524149 nolu kararı ile etik kurul onayı alınmıştır.

Destekleyen Kurum

Anadolu Üniversitesi BAP Komisyonu

Proje Numarası

SBA-2023-1880

Teşekkür

Bu çalışma Anadolu Üniversitesi Bilimsel Araştırma Projeleri Komisyonu’nun Sosyal Bilimler Alanı 1880 nolu projesi tarafından desteklenmiştir. Projenin gerçekleştirilmesinde sağlamış oldukları destekten dolayı Anadolu Üniversitesi Yönetimine ve BAP Komisyonuna teşekkür ederiz.

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Toplam 145 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama, Tüketici Davranışı
Bölüm Araştırma Makalesi
Yazarlar

Şebnem Başimi Holzer 0009-0000-3131-3980

Nesrin Alptekin 0000-0002-8967-8955

Proje Numarası SBA-2023-1880
Yayımlanma Tarihi 30 Haziran 2025
Gönderilme Tarihi 13 Ağustos 2024
Kabul Tarihi 6 Mayıs 2025
Yayımlandığı Sayı Yıl 2025

Kaynak Göster

APA Başimi Holzer, Ş., & Alptekin, N. (2025). HİPER-KİŞİSELLEŞTİRME UYGULAMALARININ TÜKETİCİNİN ÇEVRİMİÇİ ETKİLEŞİME DEVAM ETME DAVRANIŞINA ETKİSİ. Anadolu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 26(2), 1-41. https://doi.org/10.53443/anadoluibfd.1532705


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