TY  - JOUR
T1  - X Kuşağı Tüketicilerinin Dijital Davranışları: Demografik Faktörlerin Dijital İyi Oluş, Dijital Tatmin, Güvenli Davranış ve Dijital Refah Üzerindeki Etkilerinin İncelenmesi
TT  - Digital Behaviors of Generation X Consumers: Examining the Impact of Demographic Factors on Digital Well-being, Digital Satisfaction, Safe Behavior, and Digital Welfare
AU  - Kayan, Fahrettin
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.53568/yyusbed.1609853
JF  - Yüzüncü Yıl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
PB  - Van Yuzuncu Yıl University
WT  - DergiPark
SN  - 1302-6879
SP  - 1
EP  - 17
IS  - 69
LA  - tr
AB  - Araştırmanın amacı, cinsiyet, yaş, eğitim durumu ve gelir durumu gibi demografik faktörlerin dijital iyi oluş, dijital tatmin, güvenli ve sorumlu davranışlar ile dijital refah üzerindeki etkilerini incelemektir. Çalışma kapsamında, Türkiye genelinde X kuşağı içerisinde yer alan 671 katılımcıya çevrimiçi bir anket uygulanarak veri toplanmıştır. Araştırma hipotezleri t-test ve ANOVA analizleri test edilmiştir. Demografik değişkenler kapsamında, dijital iyi oluş, dijital tatmin, güvenli ve sorumlu davranış ve dijital refah arasındaki farklar incelenmiştir. Bu bağlamda, dijital iyi oluş bireylerin dijital teknolojilerle sağlıklı bir ilişki kurma düzeyini, dijital tatmin dijital ortamdan elde edilen kişisel memnuniyeti, güvenli ve sorumlu davranış bireylerin dijital dünyada etik ve bilinçli hareket etme eğilimini, dijital refah ise dijitalleşmenin bireyin genel yaşam kalitesi üzerindeki etkisini ifade etmektedir. Çalışma da X kuşağının tercih edilmesinin nedeni dijitalleşen toplum içerisinde adapte olabilme ve kendilerine yer edinebilmelerinin saptanması amaçlanmıştır. Araştırmanın bulgularına göre, gelir durumu ile dijital tatmin arasında anlamlı bir fark bulunmuş, düşük gelir grubunun dijital tatmin puanları, daha yüksek gelir grubuna göre daha yüksek olmuştur. Diğer yandan, dijital iyi oluş, güvenli ve sorumlu davranış ile dijital refah puanlarında, gelir, eğitim durumu ve cinsiyet grupları arasında anlamlı bir fark bulunmamıştır. Yaş grupları arasında ise dijital iyi oluş, dijital tatmin ve güvenli davranış puanlarında anlamlı farklar görülmüştür. Ayrıca, dijital tatmin puanları cinsiyete göre anlamlı bir fark göstermiş, kadınlar aleyhine erkekler lehine fark gözlemlenmiştir.
KW  - Dijital iyi oluş
KW  - dijital stres
KW  - sosyal medya etkileşimi
KW  - demografik faktörler
KW  - sosyal destek algısı
KW  - X kuşağı
KW  - Tüketici davranışları
KW  - dijital tatmin
N2  - The objective of this study is to examine the impact of demographic factors, including gender, age, education level, and income, on digital well-being, digital satisfaction, safe and responsible behaviors, and digital welfare. The data was gathered through the administration of an online survey to a sample of 671 individuals in the Generation X demographic residing in Turkey. The research hypotheses were evaluated using t-tests and ANOVA analyses. Differences in digital well-being, digital satisfaction, safe and responsible behaviors, and digital welfare were analyzed in relation to demographic variables. In this context, digital well-being refers to the extent to which individuals establish a healthy relationship with digital technologies, digital satisfaction represents the personal contentment derived from the digital environment, safe and responsible behavior indicates the tendency of individuals to act ethically and consciously in the digital world, and digital welfare reflects the impact of digitalization on an individual's overall quality of life. The objective of this study is to ascertain the rationale behind the preference of Generation X to adapt and establish a niche for them in the digitalizing society. The findings indicated a significant difference between income and digital satisfaction, with lower-income groups reporting higher digital satisfaction scores compared to their higher-income counterparts. Conversely, no significant differences were observed in digital well-being, safe and responsible behaviors, and digital welfare scores across income, education, and gender groups. Notable differences were identified in digital well-being, digital satsatisfaction scores was found by gender, with men scoring higher than women
CR  - Abeele, M. V., & Nguyen, T. (2022). Digital well-being in age of mobile connectivity: Introduction to the special issue. Media and Communication, 10(2), 1-5. https://doi.org/10.1177/20501579221080899
CR  - Amazu, A. A. (2020). Well-being within the digital transformation age among university students: An exploratory research (Publication No. s1817663) [Master’s thesis, University of Twente]. https://essay.utwente.nl/82553/
CR  - Arslankara, V. B., Demir, A., Öztaş, Ö., & Usta, E. (2022). Digital well-being scale validity and reliability study. Journal of Teacher Education and Lifelong Learning, 4(2), 263-274. https://doi.org/10.51535/tell.1206193
CR  - Aybek, E. C. (2021). Data preparation for factor analysis. https://shiny.eptlab.com/dp2fa (erişim tarihi: 03.03.2025)
CR  - Başdeğirmen, A. (2019). Tıbbi pazarlamanın reçetelendirme karar sürecine etkileri üzerine sistematik bir yazın taraması. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(29), 580-590. https://doi.org/10.20875/makusobed.614068
CR  - Belinskaya, D. B., & Shaekhov, R. B. (2023). Psychological well-being and adaptation risks of digital world at a young age. Moscow University Psychology Bulletin, 12(3), 43-56. https://doi.org/10.11621/LPJ-23-35
CR  - Beyens, I., Frison, E., & Eggermont, S. (2016). “I don’t want to miss a thing”: Adolescents’ fear of missing out and its relationship to adolescents’ social needs, Facebook use, and Facebook related stress. Computers in Human Behavior, 64(11), 1-8. https://doi.org/10.1016/j.chb.2016.05.083
CR  - Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409. https://doi.org/10.1016/j.jretai.2015.04.001
CR  - Bong, W. K., Bergland, A., & Chen, W. (2019). Technology acceptance and quality of life among older people using a TUI application. International Journal of Environmental Research and Public Health, 16(23), 4706. https://doi.org/10.3390/ijerph16234706
CR  - Bora, S., & Neelakandan, R. (2023). Digital wellbeing: A new era of mental health. Journal of Digital Health, 10(2), 112-120.
CR  - Bozhuk, S., Zhu, R., & Markin, S. (2019). Consumers’ satisfaction in the research of technology environment. Journal of Retailing and Consumer Services, 46, 17-31.
CR  - Brown, T. A. (2015). Confirmatory factor analysis for applied research. The Guilford Press.
CR  - Buchi, M. (2024). Digital well-being theory and research. New Media & Society, 26(1), 172-189. https://doi.org/10.1177/14614448211056851
CR  - Burr, C., & Floridi, L. (2020). The ethics of digital well-being: A multidisciplinary perspective. Springer Cham. https://doi.org/10.1007/978-3-030-50585-1
CR  - Burr, C., Morley, J., Taddeo, M., & Floridi, L. (2020). Digital psychiatry: Risks and opportunities for public health and wellbeing. IEEE Transactions on Technology and Society, 1(1), 21-33. https://doi.org/10.1109/TTS.2020.2977059
CR  - Chambers, F., Jones, A., Murphy, O., & Sandford, R. (2018). Design thinking for digital well-being: Theory and practice for educators. Routledge.
CR  - Chen, Q., Feng, Y., Liu, L., & Tian, X. (2019). Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects. International Journal of Information Management, 44(2), 53-64. https://doi.org/10.1016/j.ijinfomgt.2018.09.001
CR  - Chu, J. (2023). The effects of personalized advertisements on consumer decision-making behavior. International Journal of High School Research, 5(3), 123-135.  https://doi.org/10.1016/10.36838/v5i3.11
CR  - Davis, K., Charmaraman, L., & Weinstein, E. (2020). Introduction to special issue: Adolescent and emerging adult development in an age of social media. Journal of Adolescent Research, 35(1), 3-15. https://doi.org/10.1177/0743558419886392
CR  - De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134. https://doi.org/10.1080/15252019.2015.1082450
CR  - Dekker, C. A., & Baumgartner, S. E. (2024). Is life brighter when your phone is not? The efficacy of a grayscale smartphone intervention addressing digital well-being. Mobile Media & Communication, 12(3), 688-708. https://doi.org/10.1177/20501579231212062
CR  - Dennis, M. J., & Clancy, R. F. (2022). Intercultural ethics for digital well-being: Identifying problems and exploring solutions. Digital Society, 1(1), 7. https://doi.org/10.1007/s44206-022-00006-2
CR  - Dienlin, T., & Johannes, N. (2020). The impact of digital technology use on adolescent well-being. Dialogues in Clinical Neuroscience, 22(2), 135-142.  https://doi.org/10.31887/DCNS.2020.22.2/tdienlin
CR  - Dinçsoy, B. (2021). Sosyal medya bağımlılığının, romantik ilişkilerdeki güven duygusu ve ilişki doyumu açısından incelenmesi [Yayınlanmamış yüksek lisans tezi]. İstanbul Kent Üniversitesi.
CR  - Febrieta, D., & Gina, F. (2024). Empowering adolescents in the digital era: A comprehensive approach to digital well-being. Nusantara Journal of Behavioral and Social Science, 3(3), 143-150. https://doi.org/10.47679/njbss.202461
CR  - Gezer, D. (2022). Üniversite öğrencilerinin kişilik özellikleri, psikolojik iyi oluş ve dijital bağımlılık düzeyleri arasındaki ilişkinin incelenmesi [Yayınlanmamış yüksek lisans tezi]. Dokuz Eylül Üniversitesi.
CR  - Guan, Y. (2024). A Study of Adolescents' Behavioral Responses to Public Events and Guidance Trends in Social Media Platforms. Journal of Social Science Humanities and Literature, 7(2), 112-124. https://doi.org/10.53469/jsshl.2024.07(02).13
CR  - Gui, M., Fasoli, M., & Carradore, R. (2017). Digital well-being: Developing a new theoretical tool for media literacy research. Italian Journal of Sociology of Education, 9(1), 155-173. https://doi.org/10.14658/pupj-ijse-2017-1-8
CR  - Güneş, A. B. (2021). Faktör analizi. İçinde K. Z. Deniz (Ed.), İstatistikolay 2: Çok Değişkenli İstatistik (pp. 249-312). Ankara: Nobel Akademi.
CR  - Haeger, D. L., & Lingham, T. (2014). A trend toward Work–Life Fusion: A multi-generational shift in technology use at work. Technological Forecasting and Social Change, 89, 316-325. https://doi.org/10.1016/j.techfore.2014.08.009
CR  - Hayran, C., & Anik, L. (2021). Well-being and fear of missing out (FOMO) on digital content in the time of COVID-19: A correlational analysis among university students. International Journal of Environmental Research and Public Health, 18(4), 1974. https://doi.org/10.3390/ijerph18041974
CR  - Jain, S., & Pandey, A. (2020). A study on the influence of digital marketing on consumer behaviour. Journal of Business Studies, 11(2), 78-85.
CR  - JASP Team (2024). JASP (Version 0.18.3). Computer software.
CR  - Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523. https://doi.org/10.1086/268109
CR  - Kim, K. S., Yoo‐Lee, E., & Joanna Sin, S. C. (2011). Social media as information source: Undergraduates' use and evaluation behavior. Proceedings of the American Society for Information Science and Technology, 48(1), 1-3. https://doi.org/10.1002/meet.2011.14504801283
CR  - Kline, R. B. (2019). Yapısal eşitlik modellemesinin ilke ve uygulaması. Ankara: Nobel Akademi.
CR  - Korkmaz, S., Goksuluk, D. & Zararsiz, G. (2014). MVN: An R package for assessing multivariate normality. The R Journal 6(2), 151-162.
CR  - Lamichhane, S. (2022). The impact of digital marketing on consumer behavior in Pokhara. International Journal of Social Science and Management, 1(1), 13-23. https://doi.org/10.3126/kicijssm.v1i1.50660
CR  - Lee, C., Lin, H., & Wu, J. (2002). Developing a subjective measure of consumer well-being. Journal of Macromarketing, 22(2), 158-169. https://doi.org/10.1177/0276146702238219
CR  - Martinho, M. L. (2022). Digital disconnection: The impact on Portuguese adolescents’ well-being. [Unpublished master thesis]. Universidade Católica Portuguesa.
CR  - Mehta, R., & Kulkarni, U. (2020). Impact of personalized social media advertisements on consumer purchase intention. Annals of Dunarea de Jos University. Fascicle I: Economics and Applied Informatics, 26(2), 15-24. https://doi.org/10.35219/eai15840409101
CR  - Mihajlović, I., Djevojić, C., & Stanković, M. (2023). Adolescent well-being and life satisfaction: Impact of digital technology usage. Business Systems Research: International Journal of the Society for Advancing Innovation and Research in Economy, 14(2), 124-144. https://doi.org/10.2478/bsrj-2023-0015
CR  - Mukhtar, S., Chandra, C. M. A., & Chandra, D. (2023). Exploring the influence of digital marketing on consumer behavior and loyalty. International Journal of Research, 11(9), 134-150. https://doi.org/10.29121/granthaalayah.v11.i9.2023.5308
CR  - Önder, İ., & Topsakal, Y. (2024). Facilitating the pursuit of digital detox tourism with authentic personality. Journal of Travel & Tourism Marketing, 41(9), 1190-1209. https://doi.org/10.1080/10548408.2024.2404850
CR  - Orben, A., & Przybylski, A. K. (2019). The association between adolescent well-being and digital technology use. Nature Human Behaviour, 3(2), 173-182. https://doi.org/10.1038/s41562-018-0506-1
CR  - Pallant, J. (2003). SPSS Survival Manual: A Step by Step Guide to Data Analysis Using SPSS for Windows (Version 10 and 11). Philadelphia: Open University Press.
CR  - Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420. https://doi.org/10.1016/j.bushor.2016.03.004
CR  - Pfaffinger, K. F., Reif, J. A., Spieß, E., Czakert, J. P., & Berger, R. (2023). Using digital interventions to reduce digitalization-related stress: does it work?. International Journal of Occupational Safety and Ergonomics, 29(3), 1196-1211. https://doi.org/10.1080/10803548.2022.2115234
CR  - R Core Team (2021). R: A language and environment for statistical computing. Vienna, Autria, R Foundation for Statistical Computing.
CR  - Radtke, T., Apel, T., Schenkel, K., Keller, J., & von Lindern, E. (2022). Digital detox: An effective solution in the smartphone era? A systematic literature review. Mobile Media & Communication, 10(2), 190-215. https://doi.org/10.1177/20501579211028647
CR  - Reinecke, L., Vorderer, P., & Klimmt, C. (2017). Digital stress across the life span: The effects of communication load and Internet multitasking on perceived stress and psychological health impairments in a German probability sample. Media Psychology, 20(1), 90-115. https://doi.org/10.1080/15213269.2015.1121832
CR  - Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37. https://doi.org/10.1207/S15327825MCS0301_02
CR  - Salih, P. (2024). Dijital teknolojilerin iş organizasyonlarındaki dönüşüme etkisi: Sosyal politika öğrencileri perspektifinden nitel bir araştırma. International Journal of Social Sciences and Education Research, 10(2), 59-76. https://doi.org/10.24289/ijsser.1440517
CR  - Sen, K., Prybutok, G., & Prybutok, V. (2022). The use of digital technology for social well-being reduces social isolation in older adults: A systematic review. SSM-Population Health, 17(3), 101020. https://doi.org/10.1016/j.ssmph.2021.101020
CR  - Smits, M., Daemen, M., & Dupont, L. (2022). From digital health to digital well-being: A systematic scoping review. Journal of Medical Internet Research, 24(4), e33787.  https://doi.org/10.2196/33787
CR  - Statkus, A. V., & Butkovskaya, G. V. (2019). Digital marketing: consumer behavior. Vestnik Universiteta, 5, 5-11. https://doi.org/10.26425/1816-4277-2019-5-5-11
CR  - Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10(8), 17-21. https://doi.org/10.1016/j.copsyc.2015.10.016
CR  - Tabachnick, B. G., & Fidell, L. S. (2012). Using multivariate statistics. Pearson.
CR  - Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2013). Using multivariate statistics (Vol. 6, pp. 497-516). Boston, MA: Pearson.
CR  - Tavşancıl, E. (2010). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel Akademik.
The jamovi project (2023). jamovi. (Version 2.4) [Computer Software].  https://www.jamovi.org.
CR  - Tierney, N. & D. Cook (2023). Expanding tidy data principles to facilitate missing data exploration, visualization and assessment of imputations. Journal of Statistical Software 105(7), 1-31.
CR  - Tutar, H., & Mutlu, H. T. (2024). Dijital yorgunluk ölçeği (DİYÖ): Geçerlilik ve güvenirlik çalışması. İletişim Kuram ve Araştırma Dergisi, 67(2), 56-74. https://doi.org/10.47998/ikad.1426571
CR  - Twenge, J. M. (2023). Generations: the real differences between Gen Z, Millennials, Gen X, Boomers, and Silents—and what they mean for America's future. Simon and Schuster.
CR  - Weinstein, E. C., Selman, R. L., Thomas, S., Kim, J. E., White, A. E., & Dinakar, K. (2016). How to cope with digital stress: The recommendations adolescents offer their peers online. Journal of Adolescent Research, 31(4), 415-441. https://doi.org/10.1177/0743558415587326
CR  - Yalırsu, H. Y., Ulukaya, H., Gök, S., & Başaran, A. (2024). Dijitalleşmenin etkisinde insan kaynakları uygulamaları, çalışanların yetkinlikleri ve iyi oluş halleri. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 15(42), 624-646.  https://doi.org/10.21076/vizyoner.1391297
UR  - https://doi.org/10.53568/yyusbed.1609853
L1  - https://dergipark.org.tr/en/download/article-file/4478281
ER  -