ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ

Mutlu Yüksel Avcılar; Nuriye Güreş; Sıddık Bozkurt; Mehmet Fatih Açar

doi:10.35379/cusosbil.998460

ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ

Abstract

Çevrimiçi alışveriş kapsamında, işletmeler mal ve hizmetlerini geliştirebilmek ve rekabet avantajı sağlayabilmek için tüketicilerin kişisel bilgilerine ihtiyaç duymaktadır. Diğer yandan, tüketiciler çevrimiçi alışveriş işlemlerinde, paylaştıkları kişisel bilgilerin kötüye kullanılma olasılığı nedeniyle oluşabilecek gizlilik sorunları (ihlalleri) ile ilgili endişe ve korkuya kapılabilmektedir. Bu endişe ve korkuya bağlı olarak tüketiciler; çevrimiçi faaliyetlerde bulunan işletmelerin talep ettikleri bilgileri çarpıtarak verme, talep edilen bilgileri vermemek için alışveriş işlemlerini iptal etme veya bilgi istemeyen başka sitelerden alışveriş yapma gibi kişisel bilgilerini korumaya yönelik davranışlarda bulunabilmektedir. Bu kapsamda çalışmanın amacı, tüketicilerin algıladıkları çevrimiçi gizlilik endişesinin, finansal kayıp ve itibar kaybı korkusu aracılığıyla, kişisel bilgi koruma davranışı üzerindeki etkisini tespit etmektir. Araştırma sürecinde, 154 üniversite öğrencisinden çevrimiçi anket tekniğiyle elde edilen veriler, Yapısal Eşitlik Modelinden yararlanılarak analiz edilmiştir. Analiz sonucuna göre, tüketicilerin algıladıkları çevrimiçi gizlilik endişesinin finansal kayıp ve itibar kaybı korkusu aracılığıyla, kişisel bilgi koruma davranışını etkilediği tespit edilmiştir. Ayrıca, itibar kaybı korkusunun finansal kayıp korkusuna göre, kişisel bilgi koruma davranışı üzerinde daha yüksek düzeyde etkiye sahip olduğu belirlenmiştir. Çalışma sonuçlarının genel olarak, literatüre, araştırmacılara ve karar alıcılara katkı sağlaması beklenmektedir.

Keywords

References

Akhter, SH. (2014). Privacy concern and online transactions: The impact of internet eelf-efficacy and internet involvement. Journal of Consumer Marketing, 31 (2), 118-125. https://doi.org/10.1108/JCM-06-2013-0606
Al-Jabri, IM., Eid, MI. ve Abed, A. (2019). The willingness to disclose personal information: Trade-off between privacy concerns and benefits. Information & Computer Security, 28 (2), 161-181. https://doi.org/10.1108/ICS-01-2018-0012
Anic, ID., Škare, V., ve Milaković, IK. (2019). The determinants and effects of online privacy concerns in the context of e-commerce. Electronic Commerce Research and Applications, 36, 100868. https://doi.org/10.1016/j.elerap.2019.100868
Apau, R. ve Koranteng, FN. (2019). Impact of cybercrime and trust on the use of e-commerce technologies: An application of the theory of planned behavior. International Journal of Cyber Criminology, 13 (2), 228-254.
Awad, NF. ve Krishnan, MS. (2006). The personalization privacy paradox: An empirical evaluation of information transparency and the willingness to be profiled online for personalization. MIS Quarterly, 30 (1), 13-28. https://doi.org/10.2307/25148715
Bandara, R., Fernando, M. ve Akter, S. (2021). Managing consumer privacy concerns and defensive behaviours in the digital marketplace. European Journal of Marketing, 55 (1), 219-246. https://doi.org/10.1108/EJM-06-2019-0515
Bandara, R., Fernando, M., ve Akter, S. (2020). Privacy concerns in e-commerce: A taxonomy and a future research agenda. Electronic Markets, 30, 629-647. https://doi.org/10.1007/s12525-019-00375-6
Bansal, G. ve Zahedi, FM. (2014). Trust-discount tradeoff in three contexts: Frugality moderating privacy and security concerns. Journal of Computer Information Systems, 55 (1), 13-29. https://doi.org/10.1080/08874417.2014.11645737

Bansal, G., ve Zahedi, FM. (2015). Trust violation and repair: The information privacy perspective. Decision Support Systems, 71, 62-77. https://doi.org/10.1016/j.dss.2015.01.009
Bansal, G., Zahedi, FM. ve Gefen, D. (2016). Do context and personality matter? Trust and privacy concerns in disclosing private information online. Information & Management, 53 (1), 1-21. https://doi.org/10.1016/j.im.2015.08.001
Baruh, L., Secinti, E., ve Cemalcilar, Z. (2017). Online privacy concerns and privacy management: A meta-analytical review. Journal of Communication, 67 (1), 26-53. https://doi.org/10.1111/jcom.12276
Beke, FT., Eggers, F., ve Verhoef, PC. (2018). Consumer informational privacy: Current knowledge and research directions. Foundations and Trends in Marketing, 11 (1), 1–71. http://dx.doi.org/10.1561/1700000057
Bozkurt, S., Gligor, DM. ve Babin, BJ. (2021). The role of perceived firm social media interactivity in facilitating customer engagement behaviors. European Journal of Marketing, 55 (4), 995-1022. https://doi.org/10.1108/EJM-07-2019-0613
Chellappa, RK. ve Sin, RG. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information Technology and Management, 6 (2), 181-202. https://doi.org/10.1007/s10799-005-5879-y
Chevers, DA. (2019). The impact of cybercrime on e-banking: A proposed model. [Proceeding]. CONF-IRM 2019 Proceedings, 11.
Clarke, R. (1999). Internet privacy concerns confirm the case for intervention. Communications of the ACM, 42 (2), 60-67. https://doi.org/10.1145/293411.293475
Dinev T. ve Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information Systems Research, 17 (1), 61-80. https://doi.org/10.1287/isre.1060.0080
Dinev, T., Hart, P. ve Mullen, MR. (2008). Internet privacy concerns and beliefs about government surveillance–An empirical investigation. The Journal of Strategic Information Systems, 17 (3), 214-233. https://doi.org/10.1016/j.jsis.2007.09.002
Durnell, E., Okabe-Miyamoto, K., Howell, RT. ve Zizi, M. (2020). Online privacy breaches, offline consequences: Construction and validation of the concerns with the protection of informational privacy scale. International Journal of Human–Computer Interaction, 36 (19), 1834-1848. https://doi.org/10.1080/10447318.2020.1794626
Eastlick, MA., Lotz, SL. ve Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59 (8), 877-886. https://doi.org/10.1016/j.jbusres.2006.02.006
Fornell, C. ve Larcker, DF. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39- 50. https://doi.org/10.2307/3151312
Gligor, D., Bozkurt, S. ve Russo, I. (2019). Achieving customer engagement with social media: A qualitative comparative analysis approach. Journal of Business Research, 101, 59-69. https://doi.org/10.1016/j.jbusres.2019.04.006
Gupta, B., Iyer, LS. ve Weisskirch, RS. (2010). Facilitating global e-commerce: A comparison of consumers’ willingness to disclose personal information online in the U.A. and in India. Journal of Electronic Commerce Research, 11 (1), 41-52.
Haberturk, (2021). Yemeksepeti'nde 'hack' olayının detayları ortaya çıkmaya başladı. (Erişim: 09.05.2021), https://www.haberturk.com/yemeksepeti-hacklendi-21-milyondan-fazla-kisi-etkilendi-haberler-3021828-teknoloji
Hair, J. F., Tomas, G., Hult, M., Ringle, C.ve Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks: Sage Publications.
Hallam, C. ve Zanella, G. (2017). Online self-disclosure: The privacy paradox explained as a temporally discounted balance between concerns and rewards. Computers in Human Behavior, 68, 217-227. https://doi.org/10.1016/j.chb.2016.11.033
Henseler, J., Hubona, G. ve Ray, PA. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems. 116 (1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
Henseler, J., Ringle, CM. ve Sinkovics, RR. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277-320. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hille, P., Walsh, G. ve Cleveland, M. (2015). Consumer fear of online identity theft: Scale development and validation. Journal of Interactive Marketing, 30, 1-19. https://doi.org/10.1016/j.intmar.2014.10.001
Holmes, A. (2021). 533 million Facebook users' phone numbers and personal data have been leaked online. Businessinsider, (Erişim: 09.05.2021) https://www.businessinsider.com/stolen-data-of-533-million-facebook-users-leaked-online-2021-4
Jibril, AB., Kwarteng, MA., Nwaiwu, F., Appiah-Nimo, C., Pilik, M. ve Chovancova, M. (2020). Online identity theft on consumer purchase intention: A mediating role of online security and privacy concern. [Proceeding]. M. Hattingh vd. (Eds). International Federation for Information Processing 2020, April, (pp. 147-158). Switzerland: Springer. https://doi.org/10.1007/978-3-030-45002-1_13
Jordan, G., Leskovar, R. ve Marič, M. (2018). Impact of fear of identity theft and perceived risk on online purchase intention. Organizacija, 51 (2), 146-155. https://doi.org/10.2478/orga-2018-0007
Katos, V. (2012). An integrated model for online transactions: Illuminating the black box. Information Management & Computer Security, 20 (3), 184-206. https://doi.org/10.1108/09685221211247299
Kim, DJ., Ferrin, DL. ve Rao, HR. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44 (2), 544-564. https://doi.org/10.1016/j.dss.2007.07.001
Kock, N. (2017). WarpPLS user manual: Version 6.0. Laredo, TX: ScriptWarp Systems.
Kock, N. (2020). WarpPLS user manual: Version 7.0. Laredo, TX: ScriptWarp Systems.
Lee, H., Wong, SF., Oh, J., ve Chang, Y. (2019). Information privacy concerns and demographic characteristics: Data from a Korean media panel survey. Government Information Quarterly, 36 (2), 294-303. https://doi.org/10.1016/j.giq.2019.01.002
Li, T. ve Unger, T. (2012). Willing to pay for quality personalization? Trade-off between quality and privacy. European Journal of Information Systems, 21 (6), 621–642. https://doi.org/10.1057/ejis.2012.13
Lian, JW. ve Lin, TM. (2008). Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types. Computers in Human Behavior, 24 (1), 48–65. https://doi.org/10.1016/j.chb.2007.01.002
Liao, C., Liu, CC. ve Chen, K. (2011). Examining the impact of privacy, trust and risk perceptions beyond monetary transactions: An integrated model. Electronic Commerce Research and Applications, 10 (6), 702-715. https://doi.org/10.1016/j.elerap.2011.07.003
Lwin, MO., Wirtz, J. ve Stanaland, AJ. (2016). The privacy dyad: Antecedents of promotion and prevention focused online privacy behaviors and the mediating role of trust and privacy concern. Internet Research, 26 (4), 919-941. https://doi.org/10.1108/IntR-05-2014-0134
Mahrous AA. (2011). Antecedents of privacy concerns and their online actual purchase consequences: A cross-country comparison. International Journal of Electronic Marketing and Retailing, 4 (4), 248-269. https://doi.org/10.1504/IJEMR.2011.045610
Martin, KD., Borah, A. ve Palmatier, RW. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81 (1), 36-58. https://doi.org/10.1509/jm.15.0497
Midha, V. (2012). Impact of consumer empowerment on online trust: An examination across genders. Decision Support Systems, 54 (1), 198-205. https://doi.org/10.1016/j.dss.2012.05.005
Miltgen, CL. ve Peyrat-Guillard, D. (2014). Cultural and generational influences on privacy concerns: A qualitative study in seven European countries. European Journal of Information Systems, 23 (2), 103-125. https://doi.org/10.1057/ejis.2013.17
Miltgen, C.L., Henseler, J., Gelhard, C. ve Popovic, A. (2016). Introducing new products that affect consumer privacy: A mediation model. Journal of Business Research, 69 (10), 4659-4666. https://doi.org/10.1016/j.jbusres.2016.04.015
Mousavizadeh, M., Kim, DJ. ve Chen, R. (2016). Effects of assurance mechanisms and consumer concerns on online purchase decisions: An empirical study. Decision Support Systems, 92, 79-90. https://doi.org/10.1016/j.dss.2016.09.011
Nam, C., Song, C., Lee, E. ve Park, CI. (2006). Consumers' privacy concerns and willingness to provide marketing-related personal information online. Advances in Consumer Research, 33, 212-217.
Ponte, EB., Carvajal-Trujillo, E. ve 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. https://doi.org/10.1016/j.tourman.2014.10.009
Potoglou, D., Palacios, JF. ve Feijóo, C. (2015). An Integrated latent variable and choice model to explore the role of privacy concern on stated behavioural intentions in e-commerce. Journal of Choice Modelling, 17, 10-27. https://doi.org/10.1016/j.jocm.2015.12.002
Shukla, P. (2014). The impact of organizational efforts on consumer concerns in an online context. Information & Management, 51 (1), 113-119. https://doi.org/10.1016/j.im.2013.11.003
Slyke, CV., Shim, JT., Johnson, R. ve Jiang, J.J. (2006). Concern for information privacy and online consumer purchasing. Journal of the Association for Information Systems, 7 (6), 415-444. https://doi.org/10.17705/1jais.00092
Smith, HJ., Milberg, SJ. ve Burke, SJ. (1996). Information privacy: Measuring individuals' concerns about organizational practices. MIS quarterly, 20 (2), 167-196. https://doi.org/10.2307/249477
Spake, DF., Finney, RZ. ve Joseph, M. (2011). Experience, comfort, and privacy concerns: Antecedents of online spending. Journal of Research in Interactive Marketing, 5 (1), 5-28. https://doi.org/10.1108/17505931111121507
Stone, EF., Gueutal, HG., Gardner, DG. ve McClure, S. (1983). A field experiment comparing information-privacy values, beliefs, and attitudes across several types of organizations. Journal of Applied Psychology, 68 (3), 459-468. https://doi.org/10.1037/0021-9010.68.3.459
Tenenhaus, M. (2008). Component-based structural equation modeling. Total Quality Management & Business Excellence, 19, 871-886. https://doi.org/10.1080/14783360802159543
Wagner, P. (2020), Cookies: Privacy risks, attacks, and recommendations (Erişim: 09.05.2021). https://ssrn.com/abstract=3761967
Walsh, G., Shiu, E., Hassan, L., Hille, P. ve Takahashi, I. (2019). Fear of online consumer identity theft: cross-country application and short scale development. Information Systems Frontiers, 21 (6), 1251-1264. https://doi.org/10.1007/s10796-019-09958-2
Weinberger, M., Bouhnik, D. ve Zhitomirsky-Geffet, M. (2017). Factors affecting students’ privacy paradox and privacy protection behavior. Open Information Science, 1 (1), 3-20. https://doi.org/10.1515/opis-2017-0002
Wieringa, J., Kannan, PK., Ma, X., Reutterer, T., Risselada, H., ve Skiera, B. (2021). Data analytics in a privacy-concerned world. Journal of Business Research, 122, 915-925. https://doi.org/10.1016/j.jbusres.2019.05.005
Wirtz, J., Lwin, MO. ve Williams, JD. (2007). Causes and consequences of consumer online privacy concern. International Journal of Service Industry Management. 18 (4), 326-348. https://doi.org/10.1108/09564230710778128
Wu, KW., Huang, SY., Yen, DC., ve Popova, I. (2012). The effect of online privacy policy on consumer privacy concern and trust. Computers in Human Behavior, 28 (3), 889-897. https://doi.org/10.1016/j.chb.2011.12.008
Xu, H. (2010). Locus of control and location privacy: An empirical study in Singapore. Journal of Global Information Technology Management, 13 (3), 63–87. https://doi.org/10.1080/1097198X.2010.10856520
Youn, S. (2009). Determinants of online privacy concern and its influence on privacy protection behaviors among young adolescents. Journal of Consumer Affairs, 43 (3), 389-418. https://doi.org/10.1111/j.1745-6606.2009.01146.x
Zlatolas, LN., Welzer, T., Heričko, M. ve Hölbl, M. (2015). Privacy antecedents for SNS self-disclosure: The case of Facebook. Computers in Human Behavior, 45, 158-167. https://doi.org/10.1016/j.chb.2014.12.012
Zorotheos, A. ve Kafeza, E. (2009). Users' perceptions on privacy and their intention to transact online: A study on Greek internet users. Direct Marketing: An International Journal, 3 (2), 139-153. https://doi.org/10.1108/17505930910964795

Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Mutlu Yüksel Avcılar ^*
0000-0001-5621-2377
Türkiye

Nuriye Güreş
0000-0002-0149-8301
Türkiye

Sıddık Bozkurt
0000-0002-3985-5925
Türkiye

Mehmet Fatih Açar
0000-0001-5459-093X
Türkiye

Publication Date

December 31, 2021

Submission Date

September 21, 2021

Acceptance Date

December 14, 2021

Published in Issue

Year 2021 Volume: 30 Number: 3

DOI

https://doi.org/10.35379/cusosbil.998460

IZ

https://izlik.org/JA79LB66EM

Cite

RIS / Bibtex

APA

Avcılar, M. Y., Güreş, N., Bozkurt, S., & Açar, M. F. (2021). ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30(3), 181-197. https://doi.org/10.35379/cusosbil.998460

AMA

1.Avcılar MY, Güreş N, Bozkurt S, Açar MF. ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2021;30(3):181-197. doi:10.35379/cusosbil.998460

Chicago

Avcılar, Mutlu Yüksel, Nuriye Güreş, Sıddık Bozkurt, and Mehmet Fatih Açar. 2021. “ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 30 (3): 181-97. https://doi.org/10.35379/cusosbil.998460.

EndNote

Avcılar MY, Güreş N, Bozkurt S, Açar MF (December 1, 2021) ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 30 3 181–197.

IEEE

[1]M. Y. Avcılar, N. Güreş, S. Bozkurt, and M. F. Açar, “ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 30, no. 3, pp. 181–197, Dec. 2021, doi: 10.35379/cusosbil.998460.

ISNAD

Avcılar, Mutlu Yüksel - Güreş, Nuriye - Bozkurt, Sıddık - Açar, Mehmet Fatih. “ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 30/3 (December 1, 2021): 181-197. https://doi.org/10.35379/cusosbil.998460.

JAMA

1.Avcılar MY, Güreş N, Bozkurt S, Açar MF. ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2021;30:181–197.

MLA

Avcılar, Mutlu Yüksel, et al. “ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 30, no. 3, Dec. 2021, pp. 181-97, doi:10.35379/cusosbil.998460.

Vancouver

1.Mutlu Yüksel Avcılar, Nuriye Güreş, Sıddık Bozkurt, Mehmet Fatih Açar. ÇEVRİMİÇİ ALIŞVERİŞ BAĞLAMINDA TÜKETİCİLER TARAFINDAN ALGILANAN GİZLİLİK ENDİŞESİNİN KİŞİSEL BİLGİ KORUMA DAVRANIŞINA ETKİSİ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2021 Dec. 1;30(3):181-97. doi:10.35379/cusosbil.998460

Cited By

Algılanan Sosyal Medya Çevikliğinin Müşteri Katılım Davranışı Üzerindeki Etkisi: Sosyal Medya Kullanım Yoğunluğunun Düzenleyicilik Rolü

Sosyal Mucit Academic Review

https://doi.org/10.54733/smar.1118974