ALGILANAN KİŞİSELLEŞTİRMENİN MARKA KULLANIM NİYETİ ÜZERİNDEKİ ETKİSİ

Yıl 2024, Cilt: 11 Sayı: 24, 444 - 475, 27.04.2024

Haluk Keskin Nazlım Uraltaş

https://doi.org/10.58884/akademik-hassasiyetler.1406435

Öz

Kişiselleştirilmiş reklamcılık, dijital reklam mecralarında internet kullanıcılarına kişisel verilerine dayalı olarak daha alakalı ve kullanıcıların ilgi alanlarıyla uyumlu reklam deneyimi sunmayı hedefleyen bir yaklaşımdır. İnternet kullanıcılarının sanal ortamda bıraktığı; kişisel bilgiler, satın alma davranışları, internet kullanım alışkanlıkları, ilgi alanları gibi pek çok veri izlenmekte, depolanmakta ve bu veriler markaların iletişim faaliyetleri için kullanılmaktadır. Kişiselleştirilmiş reklam deneyiminin tüketicilerde olumlu davranışsal niyetlere etki edebildiği fakat diğer taraftan olumsuz birtakım algıları da yol açabildiği bilinmektedir. Bu paradoks, alanda merak edilen bir araştırma problemi olarak görülmektedir. Bu bağlamda, bu çalışmanın amacı, tüketicilerin algılanan kişiselleştirme düzeylerinin, gizlilik endişesi, gözetim algısı ve marka kullanım niyeti üzerindeki etkisini incelemektir. Çalışmanın evrenini, Türkiye’de yaşayan 18 yaş ve üzeri internet kullanıcıları oluşturmaktadır. Bu doğrultuda, çalışmada veri toplama tekniği olarak çevrim içi anket uygulamasından yararlanılmıştır. Araştırma kapsamında 610 kişiye ulaşılmış ve 556 katılımcının anket formu değerlendirmeye alınmıştır. Araştırma hipotezleri Yapısal Eşitlik Modellemesi ile test edilmiştir. Araştırma kapsamında elde edilen verilerin güvenirlik ve frekans analizi SPSS Windows 25.0 ve doğrulayıcı faktör analizi ile hipotez testleri analizi AMOS 23.0 programıyla yapılmıştır. Elde edilen bulgular doğrultusunda, algılanan kişiselleştirmenin marka kullanım niyetini ve algılanan gözetimi olumlu yönde etkilediği ve algılanan gözetimin ise gizlilik endişesini olumlu yönde etkilediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Dijital Reklamcılık, Kişiselleştirme, Algılanan Gözetim, Gizlilik Endişesi, Marka Kullanım Niyeti

THE EFFECT OF PERCEIVED PERSONALIZATION ON BRAND USAGE INTENTION

Öz

Personalized advertising is an approach that aims to offer internet users a more relevant advertising experience in digital advertising channels based on their personal data and in line with their interests. Many data such as personal information, purchasing behaviors, internet usage habits, and fields of interest of internet users are monitored, stored, and used for the communication activities of brands. It is known that personalized advertising experience can influence positive behavioral intentions in consumers, but on the other hand, it can also lead to negative perceptions. This paradox is seen as a research problem that raises curiosity in the field. In this context, the purpose of this study is to examine the impact of consumers' perceived personalization levels on privacy concerns, perceptions of surveillance, and brand usage intention. The population of the study consists of internet users aged 18 and over living in Türkiye. Accordingly, the study utilized an online survey application as a data collection technique. Within the scope of the research, 610 people were reached and the questionnaire form of 556 participants was evaluated. The research hypotheses were tested with Structural Equation Modeling. Reliability and frequency analysis of the data obtained within the scope of the research were conducted with SPSS Windows 25.0. Confirmatory factor analysis and hypothesis tests were analyzed with the AMOS 23.0 program. In line with the findings, it was concluded that perceived personalization positively affects brand usage intention and perceived surveillance, and perceived surveillance positively affects privacy concerns.

Anahtar Kelimeler

Digital Advertising, Personalization, Perceived Surveillance, Privacy Concern, Brand Usage Intention

Kaynakça

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