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

Year 2021, Volume: 30 Issue: 3, 181 - 197, 31.12.2021

Mutlu Yüksel Avcılar Nuriye Güreş Sıddık Bozkurt Mehmet Fatih Açar

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

Cited By: 1

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

Gizlilik Endişesi, Finansal Kayıp Korkusu, İtibar Kaybı Korkusu, Kişisel Bilgi Koruma Davranışı

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