TY  - JOUR
T1  - HİPER-KİŞİSELLEŞTİRME UYGULAMALARININ TÜKETİCİNİN ÇEVRİMİÇİ ETKİLEŞİME DEVAM ETME DAVRANIŞINA ETKİSİ
TT  - THE EFFECT OF HYPER-PERSONALIZATION APPLICATIONS ON CONSUMER'S CONTINUATION TO ONLINE INTERACTION BEHAVIOR
AU  - Alptekin, Nesrin
AU  - Başimi Holzer, Şebnem
PY  - 2025
DA  - June
Y2  - 2025
DO  - 10.53443/anadoluibfd.1532705
JF  - Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
JO  - AUİİBFD
PB  - Anadolu University
WT  - DergiPark
SN  - 2687-184X
SP  - 1
EP  - 41
VL  - 26
IS  - 2
LA  - tr
AB  - 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.
KW  - Hiper-kişiselleştirme
KW  - Mahremiyet Hesabı
KW  - Etkileşime Devam Etme Davranışı
N2  - 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.
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UR  - https://doi.org/10.53443/anadoluibfd.1532705
L1  - https://dergipark.org.tr/en/download/article-file/4142679
ER  -