Research Article
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Algılanan itibar ve Gizlilik İhlali Endişesinin Çevrim İçi Satın Alma Niyeti Üzerindeki Etkisi: Birleşik Teknolojik Kabul ve Kullanım Teorisi Kapsamında Bir İnceleme

Year 2022, Volume: 10 Issue: 3, 1359 - 1378, 30.12.2022
https://doi.org/10.18506/anemon.960610

Abstract

Çalışmanın temel amacı, Birleşik Teknolojik Kabul ve Kullanım Teorisi unsurlarının (Performans beklentisi, efor beklentisi, sosyal etki, kolaylaştırıcı koşullar) bireylerde gizlilik ihlali endişesi ve algılanan itibar faktörleri ile birlikte çevrim içi satın alma niyeti üzerindeki etkilerini incelemektir. Çalışma evreni, ülkemizdeki 18 yaşından büyük, çevrim içi alışveriş yapma deneyimine sahip bireylerdir. Araştırmanın örnek kütlesini oluşturan farklı demografik özelliklere sahip toplam 324 kişinin çevrim içi ortamda doldurdukları anket formlarından elde edilen verilere faktör, korelasyon ve çoklu regresyon analizleri uygulanmıştır. Gerçekleştirilen analizler sonucunda, Birleşik Teknolojik Kabul ve Kullanım Teorisi (UTAUT) unsurlarının tümü ile birlikte algılanan itibarın bireylerin çevrim içi satın alma niyeti üzerinde anlamlı ve olumlu yönde etkiye sahip olduğu görülerken; gizlilik ihlali endişesinin ise çevrim içi satın alma niyeti üzerinde anlamlı ve olumsuz yönde etkisinin olduğu gözlemlenmiştir.

References

  • Attuquayefio, S., & Addo, H. (2014). Review of studies with UTAUT as conceptual framework. European Scientific Journal, 10(8), 249-258.
  • Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of advertising, 41(1), 59-76.
  • Basheer, A. A. A., & Ibrahim, A. A. (2010). Mobile marketing: Examining the impact of trust, privacy concern and consumers' attitudes on intention to purchase. International journal of business and management, 5(3), 28.
  • Bebber, S., Milan, G. S., De Toni, D., Eberle, L., & Slongo, L. A. (2017). Antecedents of purchase intention in the online context. Journal of Relationship Marketing, 16(1), 82-98.
  • Broutsou, A., & Fitsilis, P. (2012). Online trust: the influence of perceived company’s reputation on consumers’ trust and the effects of trust on intention for online transactions. Journal of Service Science and Management, 5(04), 365.
  • Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human behavior, 24(2), 325-345.
  • Celik, H. (2016). Customer online shopping anxiety within the Unified Theory of Acceptance and Use Technology (UTAUT) framework. Asia Pacific Journal of Marketing and Logistics.
  • Chang, H. H., Fu, C. S., & Jain, H. T. (2016). Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior: Familiarity and perceived risk as mediators. Information Development, 32(5), 1757-1773.
  • Correia, J., & Compeau, D. (2017, January). Information privacy awareness (IPA): a review of the use, definition and measurement of IPA. In Proceedings of the 50th Hawaii International Conference on System Sciences.
  • Doan, T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 10(10), 2337-2342.
  • Fortes, N., & Rita, P. (2016). Privacy concerns and online purchasing behaviour: Towards an integrated model. European Research on Management and Business Economics, 22(3), 167-176.
  • Ho, C. T. B., Chou, Y. H. D., & Fang, H. Y. V. (2016). Technology adoption of podcast in language learning: Using Taiwan and China as examples. International Journal of e-Education, e-Business, e-Management and e-Learning, 6(1), 1.
  • Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping. International Journal of Retail & Distribution Management, 46(10), 959-976.
  • Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6(09), 947.
  • Lian, J.W. and Yen, D.C. (2014). Online shopping drivers and barriers for older adults: age and gender differences. Computers in Human Behavior, Vol. 37, 133-143.
  • Lim, H., and Dubinsky, A. J. (2005). The Theory of Planned Behavior in E‐Commerce: Making a Case for Interdependencies between Salient Beliefs. Psychology & Marketing, Vol. 22, No. 10, 833-855.
  • Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International business research, 3(3), 63.
  • Maruping, L. M., Bala, H., Venkatesh, V., & Brown, S. A. (2017). Going beyond intention: Integrating behavioral expectation into the unified theory of acceptance and use of technology. Journal of the Association for Information Science and Technology, 68(3), 623-637.
  • Oh, J. C., & Yoon, S. J. (2014). Predicting the use of online information services based on a modified UTAUT model. Behaviour & Information Technology, 33(7), 716-729.
  • Pan, M. C., Kuo, C. Y., Pan, C. T., & Tu, W. (2013). Antecedent of purchase intention: Online seller reputation, product category and surcharge. Internet Research, 23(4), 507-522.
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
  • Perez-Aranda, J., Vallespín, M., & Molinillo, S. (2019). Hotels’ online reputation management: benefits perceived by managers. International Journal of Contemporary Hospitality Management, 31(2), 615-632.
  • Phelps, J. E., D'Souza, G., & Nowak, G. J. (2001). Antecedents and consequences of consumer privacy concerns: An empirical investigation. Journal of Interactive Marketing, 15(4), 2-17.
  • Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286-302.
  • Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1-20.
  • Qureshi, I., Fang, Y., Ramsey, E., McCole, P., Ibbotson, P., & Compeau, D. (2009). Understanding online customer repurchasing intention and the mediating role of trust–an empirical investigation in two developed countries. European Journal of Information Systems, 18(3), 205-222.
  • San Martín, H., & Herrero, Á. (2012). Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2), 341-35.
  • Singh, A., Alryalat, M. A. A., Alzubi, J. A., & Sarma, H. K. (2017). Understanding Jordanian consumers’ online purchase intentions: integrating trust to the UTAUT2 framework. International Journal of Applied Engineering Research, 12(20), 10258-10268.
  • Solove, D. J. (2008). Understanding privacy. Harward University press. London, England.
  • Tan, X., Qin, L., Kim, Y., & Hsu, J. (2012). Impact of privacy concern in social networking web sites. Internet Research, 22(2), 211-233.
  • Tan, E. and Lau, J.L. (2016). Behavioural intention to adopt mobile banking among the millennial generation”, Young Consumers, Vol. 17 No. 1, pp. 18-31.
  • Tangmanee, C., & Rawsena, C. (2016). Direct and Indirect Effects of Perceived Risk and Website Reputation on Purchase Intention: The Mediating Role of Online Trust. International Journal of Research in Business and Social Science (2147-4478), 5(6), 1-11.
  • Utz, S., Kerkhof, P., & Van Den Bos, J. (2012). Consumers rule: How consumer reviews influence perceived trustworthiness of online stores. Electronic Commerce Research and Applications, 11(1), 49-58.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  • Wang, M. Y., Zhang, P. Z., Zhou, C. Y., & Lai, N. Y. (2019). Effect of emotion, expectation, and privacy on purchase intention in WeChat health product consumption: The mediating role of trust. International journal of environmental research and public health, 16(20), 3861.
  • Williams, M.D., Rana, N.P. and Dwivedi, Y.K. (2015). The unified theory of acceptance and use of technology (UTAUT): a literature review. Journal of Enterprise Information Management, (28) 3, 443-488.
  • Zahid, H., & Haji Din, B. (2019). Determinants of intention to adopt e-government services in Pakistan: An imperative for sustainable development. Resources, 8(3), 128.
  • Zhou, T. (2012). Examining location-based services usage from the perspectives of unified theory of acceptance and use of technology and privacy risk. Journal of Electronic Commerce Research, 13(2), 135-144.
  • Zhou, T. (2020). The effect of information privacy concern on users' social shopping intention. Online Information Review, 44(5), 1119-1133.

The Impact of Perceived Reputation and Privacy Concern on Online Purchase Intention: A Study in the Context of UTAUT

Year 2022, Volume: 10 Issue: 3, 1359 - 1378, 30.12.2022
https://doi.org/10.18506/anemon.960610

Abstract

The aim of the study is to examine the effects of Unified Theory of Acceptance and Use of Technology elements (performance expectation, effort expectation, social impact, facilitating conditions) as well as privacy concern and perceived reputation factors on online purchasing intention. The population of the research is the consumers older than 18 years in Turkey who have online purchase experience. As a result of the multiple regression analysis of the data set obtained from the questionnaire forms filled in online by 324 people with different demographic characteristics; all the elements of Unified Theory of Acceptance and Use of Technology and the perceived reputation have a significant and positive effect on the online purchase intention of individuals, while privacy concern has a significant and negative effect on online purchasing intention.

References

  • Attuquayefio, S., & Addo, H. (2014). Review of studies with UTAUT as conceptual framework. European Scientific Journal, 10(8), 249-258.
  • Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of advertising, 41(1), 59-76.
  • Basheer, A. A. A., & Ibrahim, A. A. (2010). Mobile marketing: Examining the impact of trust, privacy concern and consumers' attitudes on intention to purchase. International journal of business and management, 5(3), 28.
  • Bebber, S., Milan, G. S., De Toni, D., Eberle, L., & Slongo, L. A. (2017). Antecedents of purchase intention in the online context. Journal of Relationship Marketing, 16(1), 82-98.
  • Broutsou, A., & Fitsilis, P. (2012). Online trust: the influence of perceived company’s reputation on consumers’ trust and the effects of trust on intention for online transactions. Journal of Service Science and Management, 5(04), 365.
  • Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human behavior, 24(2), 325-345.
  • Celik, H. (2016). Customer online shopping anxiety within the Unified Theory of Acceptance and Use Technology (UTAUT) framework. Asia Pacific Journal of Marketing and Logistics.
  • Chang, H. H., Fu, C. S., & Jain, H. T. (2016). Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior: Familiarity and perceived risk as mediators. Information Development, 32(5), 1757-1773.
  • Correia, J., & Compeau, D. (2017, January). Information privacy awareness (IPA): a review of the use, definition and measurement of IPA. In Proceedings of the 50th Hawaii International Conference on System Sciences.
  • Doan, T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 10(10), 2337-2342.
  • Fortes, N., & Rita, P. (2016). Privacy concerns and online purchasing behaviour: Towards an integrated model. European Research on Management and Business Economics, 22(3), 167-176.
  • Ho, C. T. B., Chou, Y. H. D., & Fang, H. Y. V. (2016). Technology adoption of podcast in language learning: Using Taiwan and China as examples. International Journal of e-Education, e-Business, e-Management and e-Learning, 6(1), 1.
  • Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping. International Journal of Retail & Distribution Management, 46(10), 959-976.
  • Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6(09), 947.
  • Lian, J.W. and Yen, D.C. (2014). Online shopping drivers and barriers for older adults: age and gender differences. Computers in Human Behavior, Vol. 37, 133-143.
  • Lim, H., and Dubinsky, A. J. (2005). The Theory of Planned Behavior in E‐Commerce: Making a Case for Interdependencies between Salient Beliefs. Psychology & Marketing, Vol. 22, No. 10, 833-855.
  • Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International business research, 3(3), 63.
  • Maruping, L. M., Bala, H., Venkatesh, V., & Brown, S. A. (2017). Going beyond intention: Integrating behavioral expectation into the unified theory of acceptance and use of technology. Journal of the Association for Information Science and Technology, 68(3), 623-637.
  • Oh, J. C., & Yoon, S. J. (2014). Predicting the use of online information services based on a modified UTAUT model. Behaviour & Information Technology, 33(7), 716-729.
  • Pan, M. C., Kuo, C. Y., Pan, C. T., & Tu, W. (2013). Antecedent of purchase intention: Online seller reputation, product category and surcharge. Internet Research, 23(4), 507-522.
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
  • Perez-Aranda, J., Vallespín, M., & Molinillo, S. (2019). Hotels’ online reputation management: benefits perceived by managers. International Journal of Contemporary Hospitality Management, 31(2), 615-632.
  • Phelps, J. E., D'Souza, G., & Nowak, G. J. (2001). Antecedents and consequences of consumer privacy concerns: An empirical investigation. Journal of Interactive Marketing, 15(4), 2-17.
  • Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286-302.
  • Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1-20.
  • Qureshi, I., Fang, Y., Ramsey, E., McCole, P., Ibbotson, P., & Compeau, D. (2009). Understanding online customer repurchasing intention and the mediating role of trust–an empirical investigation in two developed countries. European Journal of Information Systems, 18(3), 205-222.
  • San Martín, H., & Herrero, Á. (2012). Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2), 341-35.
  • Singh, A., Alryalat, M. A. A., Alzubi, J. A., & Sarma, H. K. (2017). Understanding Jordanian consumers’ online purchase intentions: integrating trust to the UTAUT2 framework. International Journal of Applied Engineering Research, 12(20), 10258-10268.
  • Solove, D. J. (2008). Understanding privacy. Harward University press. London, England.
  • Tan, X., Qin, L., Kim, Y., & Hsu, J. (2012). Impact of privacy concern in social networking web sites. Internet Research, 22(2), 211-233.
  • Tan, E. and Lau, J.L. (2016). Behavioural intention to adopt mobile banking among the millennial generation”, Young Consumers, Vol. 17 No. 1, pp. 18-31.
  • Tangmanee, C., & Rawsena, C. (2016). Direct and Indirect Effects of Perceived Risk and Website Reputation on Purchase Intention: The Mediating Role of Online Trust. International Journal of Research in Business and Social Science (2147-4478), 5(6), 1-11.
  • Utz, S., Kerkhof, P., & Van Den Bos, J. (2012). Consumers rule: How consumer reviews influence perceived trustworthiness of online stores. Electronic Commerce Research and Applications, 11(1), 49-58.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  • Wang, M. Y., Zhang, P. Z., Zhou, C. Y., & Lai, N. Y. (2019). Effect of emotion, expectation, and privacy on purchase intention in WeChat health product consumption: The mediating role of trust. International journal of environmental research and public health, 16(20), 3861.
  • Williams, M.D., Rana, N.P. and Dwivedi, Y.K. (2015). The unified theory of acceptance and use of technology (UTAUT): a literature review. Journal of Enterprise Information Management, (28) 3, 443-488.
  • Zahid, H., & Haji Din, B. (2019). Determinants of intention to adopt e-government services in Pakistan: An imperative for sustainable development. Resources, 8(3), 128.
  • Zhou, T. (2012). Examining location-based services usage from the perspectives of unified theory of acceptance and use of technology and privacy risk. Journal of Electronic Commerce Research, 13(2), 135-144.
  • Zhou, T. (2020). The effect of information privacy concern on users' social shopping intention. Online Information Review, 44(5), 1119-1133.
There are 39 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Mehmet Ozan Karahan 0000-0001-7287-5904

Early Pub Date December 27, 2022
Publication Date December 30, 2022
Acceptance Date December 21, 2022
Published in Issue Year 2022 Volume: 10 Issue: 3

Cite

APA Karahan, M. O. (2022). Algılanan itibar ve Gizlilik İhlali Endişesinin Çevrim İçi Satın Alma Niyeti Üzerindeki Etkisi: Birleşik Teknolojik Kabul ve Kullanım Teorisi Kapsamında Bir İnceleme. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 10(3), 1359-1378. https://doi.org/10.18506/anemon.960610

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.