Öz
COVID-19 pandemisi, küresel ekonomileri dramatik bir şekilde şekillendirmiş ve Azerbaycan’da dijital dönüşümde
önemli bir hızlanma yaşanmıştır. Azerbaycan'da ortaya çıkan dijital girişimcilik sektörü, özellikle pandemi sonrası
dönemde güvene giderek daha fazla bağımlı hale gelmiştir. Bu makale, pandeminin tüketici davranışları, yatırımcı güveni
ve düzenleyici ortam üzerindeki etkilerini vurgulayarak dijital girişimciliğin geleceğini şekillendirmede güvenin rolünü
incelemektedir. Dijital platformlara olan güven, e-ticaret, fintech ve diğer dijital işletmelerin başarısı için kritik öneme
sahiptir; ancak gizlilik, güvenlik ve şeffaflık gibi konularda endişeler devam etmektedir. Makale, dijital hizmetlerde güven
oluşturulmasına katkı sağlayan faktörleri; güçlü siber güvenlik önlemleri, şeffaflık ve kullanıcı odaklı yenilik gibi unsurları
araştırmaktadır. Ayrıca, girişimciler, tüketiciler ve yatırımcılar arasındaki güvenin gelişebilmesi için devlet
düzenlemelerinin önemine de değinilmektedir. Azerbaycan’daki dijital ekonomi üzerine yapılan güncel eğilimler ve
zorluklar analiz edilerek, dijital girişimlerin uzun vadeli başarısı için güvenli bir dijital ekosistem inşa etmenin önemi
vurgulanmaktadır. Sonuç olarak, güven Azerbaycan’da dijital girişimciliğin büyümesinde temel bir unsur olmaya devam
edecek ve dijital altyapıya, tüketici eğitimine ve şeffaf düzenleyici çerçevelere sürekli yatırım yapılması gerekecektir.
Anahtar Kelimeler
Dijital girişimcilik güven COVID-19 pandemisi Azerbaycan tüketici davranışları
Kaynakça
- Acs, Z. J., Stam, E., Audretsch, D. B., & O’Connor, A. (2018). The lineages of the entrepreneurial ecosystem approach. Small Business Economics, 49(1), 1–10.
- Abdullayev, R. (2022). Cybersecurity in Azerbaijan’s digital economy: Current challenges and future prospects. Azerbaijan University Press.
- Aliyev, E., & Mehdiyev, A. (2020). The role of trust in Azerbaijan’s digital economy: A postpandemic analysis. Journal of Economic Development, 15(3), 123–137.
- Algan, Y., & Cahuc, P. (2014). Trust, growth and well-being: New evidence and policy implications. In P. Aghion & S. Durlauf (Eds.), Handbook of economic growth (Vol. 2, pp. 49–120). Elsevier.
- Ben Ali, M. S., & M'henni, H. (2020). Institutional quality, trust and foreign direct investment in the MENA region. International Economics, 163, Article 101747. doi: 10.1016/j.inteco.2020.01.003
- European Commission. (2020). General data protection regulation (GDPR) compliance and digital trust in the EU. https://ec.europa.eu/info/law/law-topic/data-protection_en
- Hajiyev, M., & Mammadov, F. (2021). Consumer behavior in the post-pandemic digital economy. Central Bank of Azerbaijan.
- Hasanova, S. (2020). Venture capital investment in Azerbaijan’s digital startups: An analysis of opportunities and challenges. Economic Research Institute.
- Huseynov, T. (2019). Digital transformation and trust in Azerbaijan's e-commerce sector. Azerbaijan Business Review, 10(4), 45–58.
- Ismayilov, I., & Aliyev, R. (2020). Digital trust and consumer behavior: The case of Azerbaijan. Journal of Digital Marketing, 7(2), 67–80.
- Knack, S., & Keefer, P. (2015). Institutions and economic performance: Cross-country tests using alternative institutional measures. Economics & Politics, 27(2), 206–234. https://doi.org/10.1111/ecpo.12063
- Lee, S., Park, J., & Kim, H. (2021). Trust in digital health: The role of data privacy in South Korea’s COVID-19 response. Journal of Medical Internet Research, 23(5), e23456.
- Mehdiyev, A. (2020). Digital literacy and consumer confidence in Azerbaijan. State University of Economics.
- Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029–1055.
- Quliyev, S., & Zeynalov, J. (2021). Regulating digital platforms in Azerbaijan: A legal perspective. Azerbaijan Law Review.
- Son, H., & Park, D. (2022). Transparency, institutional trust and FDI inflows: Evidence from emerging Europe and Asia. Journal of International Development, 34(4), 702–720. https://doi.org/10.1002/jid.3619
- Tvaronavičienė, M., Razminienė, K., & Picatoste, J. (2020). Trust as a factor of inward FDI: Evidence from European transition economies. Technological and Economic Development of Economy, 26(6), 1227–1245. https://doi.org/10.3846/tede.2020.12956
- World Bank. (2022). Digital development report: Trust and infrastructure in emerging economies. https://www.worldbank.org/en/topic/digitaldevelopmen
Öz
The COVID-19 pandemic has dramatically reshaped global economies, with Azerbaijan experiencing a significant
acceleration in digital transformation. Digital entrepreneurship, an emerging sector in Azerbaijan, has become increasingly
dependent on trust—particularly in the post-pandemic context. This article examines the role of trust in shaping the future
of digital entrepreneurship in Azerbaijan, focusing on how the pandemic has influenced consumer behavior, investor
confidence, and the regulatory landscape. Trust in digital platforms is critical for the success of e-commerce, fintech, and
other digital businesses, yet concerns over privacy, security, and transparency persist. The article explores the factors that
contribute to the establishment of trust in digital services, such as robust cybersecurity measures, transparency, and usercentric innovation. Additionally, it emphasizes the importance of government regulation in fostering an environment
where trust between entrepreneurs, consumers, and investors can thrive. By analyzing recent trends and challenges in the
Azerbaijani digital economy, the article highlights the importance of building a trustworthy digital ecosystem to ensure
the long-term success of digital startups. Ultimately, trust will remain a foundational element in the growth of digital
entrepreneurship in Azerbaijan, requiring continued investment in digital infrastructure, consumer education, and
transparent regulatory frameworks
Anahtar Kelimeler
Digital entrepreneurship trust COVID-19 pandemic Azerbaijan consumer behavior
Kaynakça
- Acs, Z. J., Stam, E., Audretsch, D. B., & O’Connor, A. (2018). The lineages of the entrepreneurial ecosystem approach. Small Business Economics, 49(1), 1–10.
- Abdullayev, R. (2022). Cybersecurity in Azerbaijan’s digital economy: Current challenges and future prospects. Azerbaijan University Press.
- Aliyev, E., & Mehdiyev, A. (2020). The role of trust in Azerbaijan’s digital economy: A postpandemic analysis. Journal of Economic Development, 15(3), 123–137.
- Algan, Y., & Cahuc, P. (2014). Trust, growth and well-being: New evidence and policy implications. In P. Aghion & S. Durlauf (Eds.), Handbook of economic growth (Vol. 2, pp. 49–120). Elsevier.
- Ben Ali, M. S., & M'henni, H. (2020). Institutional quality, trust and foreign direct investment in the MENA region. International Economics, 163, Article 101747. doi: 10.1016/j.inteco.2020.01.003
- European Commission. (2020). General data protection regulation (GDPR) compliance and digital trust in the EU. https://ec.europa.eu/info/law/law-topic/data-protection_en
- Hajiyev, M., & Mammadov, F. (2021). Consumer behavior in the post-pandemic digital economy. Central Bank of Azerbaijan.
- Hasanova, S. (2020). Venture capital investment in Azerbaijan’s digital startups: An analysis of opportunities and challenges. Economic Research Institute.
- Huseynov, T. (2019). Digital transformation and trust in Azerbaijan's e-commerce sector. Azerbaijan Business Review, 10(4), 45–58.
- Ismayilov, I., & Aliyev, R. (2020). Digital trust and consumer behavior: The case of Azerbaijan. Journal of Digital Marketing, 7(2), 67–80.
- Knack, S., & Keefer, P. (2015). Institutions and economic performance: Cross-country tests using alternative institutional measures. Economics & Politics, 27(2), 206–234. https://doi.org/10.1111/ecpo.12063
- Lee, S., Park, J., & Kim, H. (2021). Trust in digital health: The role of data privacy in South Korea’s COVID-19 response. Journal of Medical Internet Research, 23(5), e23456.
- Mehdiyev, A. (2020). Digital literacy and consumer confidence in Azerbaijan. State University of Economics.
- Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029–1055.
- Quliyev, S., & Zeynalov, J. (2021). Regulating digital platforms in Azerbaijan: A legal perspective. Azerbaijan Law Review.
- Son, H., & Park, D. (2022). Transparency, institutional trust and FDI inflows: Evidence from emerging Europe and Asia. Journal of International Development, 34(4), 702–720. https://doi.org/10.1002/jid.3619
- Tvaronavičienė, M., Razminienė, K., & Picatoste, J. (2020). Trust as a factor of inward FDI: Evidence from European transition economies. Technological and Economic Development of Economy, 26(6), 1227–1245. https://doi.org/10.3846/tede.2020.12956
- World Bank. (2022). Digital development report: Trust and infrastructure in emerging economies. https://www.worldbank.org/en/topic/digitaldevelopmen
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Siyaset Bilimi (Diğer) |
| Bölüm | Makale |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Mayıs 2025 |
| Gönderilme Tarihi | 11 Mart 2025 |
| Kabul Tarihi | 28 Mayıs 2025 |
| Yayımlandığı Sayı | Yıl 2025 Sayı: 3 |
