Dijital Platform Üyeliklerinin Devamlılığına Etki Eden Faktörler: Netflix Örneği

Abstract

Günümüzde bireyler gelişen teknoloji ile birlikte normal TV programlarının yanı sıra, dijital platformların sunmuş oldukları yayın ortamlarını da sıklıkla kullanmaktadırlar. Video akış hizmet sağlayıcılarının arasında son yıllarda oldukça popüler olan ve Türkiye’deki kullanıcı sayısında da hızlı bir artış gözlemlenen Netflix; kullanıcılarına sunmuş olduğu dizi, film ve belgesel gibi içeriklerle birlikte, farklı pazarlar için değişik içerikleri oluşturması, kültürel farklılıkları harmanlayarak coğrafi sınırları ortadan kaldırması ve birçok farklı içeriği markalayarak yapımcılara destek olması ile rakiplerinden ayrılmaktadır. Bu çalışmanın amacı; zaman geçirme, kişiselleştirme, eğlence ve önerilerin kullanımının yeniden üyelik satın alma niyeti üzerindeki etkilerinin ve bu ilişkilerde fiyat adaletinin aracılık rolünün olup olmadığının incelenmesidir. Araştırma modelindeki ilişkilerin incelenmesi için anket yöntemiyle 341 katılımcıdan veri toplanmış ve toplanan veriler yapısal eşitlik modellemesi ile incelenmiştir. Elde edilen sonuçlara göre; zaman geçirme, kişiselleştirme, eğlence ve fiyat adaletinin yeniden üyelik satın alma niyeti üzerinde anlamlı etkisinin olduğu, önerilerin kullanımının ise anlamlı etkisi olmadığı sonucuna ulaşılmıştır. Ayrıca, fiyat adaletinin kişiselleştirme ile yeniden üyelik satın alma niyeti arasında kısmi aracılık rolü, önerilerin kullanılması ile yeniden üyelik satın alma niyeti arasında tam aracılık rolü olduğu sonucuna ulaşılmıştır. Zaman geçirme ve eğlencenin, yeniden üyelik satın alma niyeti üzerindeki etkisinde fiyat adaletinin aracılık rolü olmadığı görülmüştür.

Keywords

• Video Akış Hizmet Sağlayıcıları
• Netflix
• Dijital Platformlar

Factors Affecting the Continuity of Digital Platform Memberships: The Netflix Example

Abstract

Today, individuals frequently use the broadcast media offered by digital platforms as well as conventional TV programs with developing technology. Netflix, which has been very popular among video streaming service providers in recent years, has seen a rapid increase in the number of users in Turkey. Netflix differentiates itself from its competitors in terms of creating various content for different markets, blending cultural differences, and eliminating geographical boundaries. Furthermore, it supports producers by branding many different contents such as series, movies, and documentaries. The aim of this study is to examine the effects of pass time, personalization, entertainment, and the use of recommendations on repurchase intention and to test whether price fairness has a mediating role in these relationships. These effects have been analyzed by using structural equation modeling with the data gathered from 341 surveys. The results indicate that pass time, personalization, entertainment, and price fairness had a significant effect on the intention to repurchase membership, while the use of recommendations did not have a significant effect. Moreover, it is found that price fairness has a partial mediating role between personalization and intention to repurchase membership and a full mediator role between the use of recommendations and intention to repurchase membership. However, price fairness did not have a mediating role in the effect of pass time and entertainment on repurchase intention.

Keywords

• Video Streaming Service
• Netflix
• Digital Platforms

References

1. Ahmadian, S., Joorabloo, N., Jalili, M., Ren, Y., Meghdadi, M. ve Afsharchi, M. (2020). A social recommender system based on reliable implicit relationships. Knowledge-Based Systems, 192(1), 105371.
2. Alabdulrahman, R. ve Viktor, H. (2021). Catering for unique tastes: Targeting grey-sheep users recommender systems through one-class machine learning. Expert Systems with Applications, 166(1), 114061.
3. Alam, I., Khusro, S. ve Khan, M. (2021). Personalized content recommendations on smart TV: Challenges, opportunities, and future research directions. Entertainment Computing, 38(1), 100418.
4. Amoako, G. K., Kutu-Adu, S. G., Caesar, L. D. ve Neequaye, E. (2019). Relationship marketing and repurchase ıntention in Ghana’s hospitality ındustry: An empirical examination of trust and commitment. Journal of Relationship Marketing, 18(2), 77-107.
5. Anderson, J. C. ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
6. Antwi, S. (2021). “I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective. Journal of Retailing and Consumer Services, 61(1), 102568.
7. Awad, N. F. ve Krishnan, M. S. (2006). The personalization privacy paradox: An empirical evaluation of ınformation transparency and the willingness to be profiled online for personalization. MIS Quarterly, 30(1), 13-28.
8. Baek, T. H. ve Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76.

9. Bang, H. ve Wojdynski, B. W. (2016). Tracking users' visual attention and responses to personalized advertising based on task cognitive demand. Computers in Human Behavior, 55(B), 867-876.
10. Baron, R. M. ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
11. Bart, Y., Shankar, V., Sultan, F. ve Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
12. Bhattacharyya, S. ve Bose, I. (2020). S-commerce: Influence of Facebook likes on purchases and recommendations on a linked e-commerce site. Decision Support Systems, 138(1), 113383.
13. Bleier, A. ve Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The interplay of what, when, and where. Marketing Science, 34(5), 627-777.
14. Boisvert, J. ve Khan, M. S. (2020). The impact of integrated multi-unit service touchpoints on word-of-mouth recommendations, product satisfaction, and repurchase intentions. Journal of Strategic Marketing, https://doi.org/10.1080/0965254X.2020.1864454.
15. Bolton, L. E. ve Alba, J. W. (2006). Price fairness: Good and service differences and the role of vendor costs. Journal of Consumer Research, 33(2), 258-265.
16. Bolton, L. E., Keh, H. T. ve Alba, J. W. (2010). How do price fairness perceptions differ across culture? Journal of Marketing Research, 47(3), 564-576.
17. Bolton, L. E., Warlop, L. ve Alba, J. W. (2003). Consumer perceptions of price (un) fairness. Journal of Consumer Research, 29(4), 474-491.
18. Brailovskaia, J., Schillack, H. ve Jürgen Margraf. (2020). Tell me why are you using social media (SM)! Relationship between reasons for use of SM, SM flow, daily stress, depression, anxiety, and addictive SM use – An exploratory investigation of young adults in Germany. Computers in Human Behavior, 113(1), 106511.
19. Branding, T. (2019). Netflix istatistikleri (Güncel). https://www.brandingturkiye.com/netflix-istatistikleri-guncel/.
20. Camilleri, M. A. ve Falzon, L. (2020). Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing, https://doi.org/10.1108/SJME-04-2020-0074.
21. Castellano, M. ve Meimaridis, M. (2021). “Television of the future”? Netflix, quality, and neophilia in the TV debate. Communication Research, 15(1), 1-28.
22. Cha, J. (2013). Predictors of television and online video platform use: A coexistence model of old and new video platforms. Telematics and Informatics, 30(4), 296-310.
23. Chen, Q., Feng, Y., Liu, L. ve 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(1), 53-64.
24. Chiu, C.‐M., Chang, C.‐C., Cheng, H.‐L. ve Fang, Y.‐H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-784.
25. Cunningham, S. ve Craig, D. (2016). Online entertainment: A new wave of media globalization? International Journal of Communication, 10(1), 5409-5425.
26. Cyr, D., Head, M. ve Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950-963.
27. Çapık, C. (2014). Geçerlik ve güvenirlik çalışmalarında doğrulayıcı faktör analizinin kullanımı. Anadolu Hemşirelik ve Sağlık Bilimleri Dergisi, 17(3), 196-205.
28. Dalvi-Esfahani, M., Niknafs, A., Alaedini, Z., Ahmadabadi, H. B., Kuss, D. J. ve Ramayah, T. (2021). Social media addiction and empathy: Moderating impact of personality traits among high school students. Telematics and Informatics, 57(1), 101516.
29. Dastane, O. (2020). Enhancing online repurchase intention via application of big data analytics in e-commerce. Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN, https://doi.org/10.4018/978-1-7998-4984-1.ch021.
30. Dhurup, M., Mafini, C. ve Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 1-9.
31. Dijck, J. V., Poell, T. ve Waal, M. D. (2018). The platform society. New York: Oxford University.
32. Dijkstra, A. (2008). The psychology of tailoring-ingredients in computer-tailored persuasion. Social and Personality Psychology Compass, 2(2), 765-784.
33. Elkins, E. (2019). Algorithmic cosmopolitanism: on the global claims of digital entertainment platforms. Critical Studies in Media Communication, 36(4), 376-389.
34. Engberg, E., Figueiredo, R. A., Rounge, T. B., Weiderpass, E. ve Viljakainen, H. T. (2019). Heavy screen users are the heaviest among 10,000 children. Scientific Reports, 9(1), 1-9.
35. Fabris, M. A., Marengo, D., Longobardi, C. ve Settanni, M. (2020). Investigating the links between fear of missing out, social media addiction, and emotional symptoms in adolescence: The role of stress associated with neglect and negative reactions on social media. Addictive Behaviors, 106(1), 106364.
36. Fennell, P. B., Coleman, J. T. ve Kuo, A. (2020). The moderating role of donation quantifiers on price fairness judgments. Journal of Business Research, 110(1), 464-473.
37. Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
38. Graciola, A. P., Toni, D. D., Lima, V. Z. ve Milan, G. S. (2018). Does price sensitivity and price level influence store price image and repurchase intention in retail markets? Journal of Retailing and Consumer Services, 44(1), 201-213.
39. Groshek, J. ve Krongard, S. (2016). Netflix and engage? Implications for streaming television on political participation during the 2016 US presidential campaign. Social Sciences, 5(4), 65-83.
40. Hakim, N., Suwandari, L. ve Nawarini, A. T. (2020). The influence of quality perception, price fairness, brand experience, and accessibility to repurchase interest (study on consumer chatime in Purwokerto). Jurnal Akuntansi, Manajemen Dan Ekonomi, 22(1), 28-38.
41. Hanaysha, J. (2016). Restaurant location and price fairness as key determinants of brand equity: A study on fast food restaurant industry. Business and Economic Research, 6(1), 310-323.
42. Hasan, R., Jha, A. K. ve Liu, Y. (2018). Excessive use of online video streaming services: Impact of recommender system use, psychological factors, and motives. Computers in Human Behavior, 80(1), 220-228.
43. Haws, K. L. ve Bearden, W. O. (2006). Dynamic pricing and consumer fairness perceptions. Journal of Consumer Research, 33(3), 304-311.
44. Herrmann, A., Xia, L., Monroe, K. B. ve Huber, F. (2007). The influence of price fairness on customer satisfaction: An empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49-58.
45. Ho, C.W. ve Wang, Y.B. (2015). Re-purchase intentions and virtual customer relationships on social media brand community. Human-centric Computing and Information Sciences, 5(1), 1-16.
46. Ho, M. H.-W. ve Chung, H. F. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121(1), 13-21.
47. Ho, S. Y. ve Bodoff, D. (2014). The effects of web personalization on user attitude and behavior: An integration of the elaboration likelihood model and consumer search theory. MIS Quarterly, 38(2), 497-520.
48. Homburg, C., Totzek, D. ve Krämer, M. (2014). How price complexity takes its toll: The neglected role of a simplicity bias and fairness in price evaluations. Journal of Business Research, 67(6), 1114-1122.
49. Huang, Y.-T. (2018). The female gaze: Content composition and slot position in personalized banner ads, and how they influence visual attention in online shoppers. Computers in Human Behavior, 82(1), 1-15.
50. Ibzan, E., Balarabe, F. ve Jakada, B. (2016). Consumer satisfaction and repurchase intentions. Developing Country Studies, 6(2), 96-100.
51. Jakomin, M., Bosnić, Z. ve Curk, T. (2020). Simultaneous incremental matrix factorization for streaming recommender systems. Expert Systems with Applications, 160(1), 113685.
52. Jenner, M. (2016). Is this TVIV? On Netflix, TVIII and binge-watching. New Media & Society, 18(2), 257-273.
53. Jenner, M. (2018). Netflix and the re-invention of television. London: Palgrave MacMillan.
54. Kalyanaraman, S. ve Sundar, S. S. (2006). The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior? Journal of Communication, 56(1), 110-132.
55. Keyzer, F. D., Dens, N. ve Pelsmacker, P. D. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134.
56. Kim, J. (2021). Platform quality factors influencing content providers’ loyalty. Journal of Retailing and Consumer Services, 60(1), 102510.
57. Kim, Y. J. ve Han, J. Y. (2014). Why smartphone advertising attracts customers: A model of web advertising, flow, and personalization. Computers in Human Behavior, 33(1), 256-269.
58. Kokas, A. (2020). Chilling Netflix: Financialization, and the influence of the Chinese market on the American entertainment industry. Information, Communication & Society, 23(3), 407-419.
59. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
60. Kuester, S., Feurer, S., Schuhmacher, M. C. ve Reinartz, D. (2015). Comparing the incomparable? How consumers judge the price fairness of new products. International Journal of Research in Marketing, 32(3), 272-283.
61. Kumar, J., Gupta, A. ve Dixit, S. (2020). Netflix: SVoD entertainment of next gen. Emerald Emerging Markets Case Studies, 10(3), 1-36.
62. Kwak, H., Puzakova, M. ve Rocereto, J. F. (2015). Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness. Journal of Marketing, 79(4), 56-76.
63. Lee, E., Lee, J.-A., Moon, J. H. ve Sung, Y. (2015). Pictures speak louder than words: Motivations for using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9), 552-556.
64. Li, C. (2016). When does web-based personalization really work? The distinction between actual personalization and perceived personalization. Computers in Human Behavior, 54(1), 25-33.
65. Li, C. ve Liu, J. (2017). A name alone is not enough: A reexamination of web-based personalization effect. Computers in Human Behavior, 72(1), 132-139.
66. Liao, G.-Y., Tseng, F.-C. ve Cheng, T. C. (2020). Impact of gaming habits on motivation to attain gaming goals, perceived price fairness, and online gamer loyalty: Perspective of consistency principle. Telematics and Informatics, 49(1), 101367.
67. Lobato, R. (2019). Netflix nations: The geography of digital distribution. New York: NYU Press.
68. Lu, Z., Bolton, L. E., Ng, S. ve Chen, H. (. (2020). The price of power: How firm’s market power affects perceived fairness of price increases. Journal of Retailing, 96(2), 220-234.
69. Luo, J., Ba, S. ve Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. MIS Quarterly, 36(4), 1131-1144.
70. Marino, C., Gini, G., Vieno, A. ve Spada, M. M. (2018). A comprehensive meta-analysis on problematic Facebook use. Computers in Human Behavior, 83(1), 262-277.
71. Martín‐Consuegra, D., Molina, A. ve Esteban, Á. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product & Brand Management, 16(7), 459-468.
72. Maslowska, E., Putte, B. V. ve Smit, E. G. (2011). The effectiveness of personalized e-mail newsletters and the role of personal characteristics. Cyberpsychology, Behavior, and Social Networking, 14(12), 765-770.
73. Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57(1), 102300.
74. Meydan, C. H. ve Şeşen, H. (2011). Yapısal eşitlik modellemesi - AMOS Uygulamaları. Ankara: Detay Yayıncılık.
75. Mori, R. J. (2021). It’s not price; It’s quality. Satisfaction and price fairness perception. World Development, 139(1), 105302.
76. Nagy, J. T. (2018). Evaluation of online video usage and learning satisfaction: An extension of the technology acceptance model. International Review of Research in Open and Distance Learning, 19(1), 160-184.
77. Nakip, M. (2013). Pazarlama araştırmalarına giriş; veri elde etme - örnekleme - analizler. İstanbul: Seçkin Yayıncılık.
78. Nuran Bayram. (2010). Yapısal eşitlik modellemesine giriş Amos uygulamaları. Bursa: Ezgi Kitabevi.
79. Ort, A., Wirz, D. S. ve Fahr, A. (2021). Is binge-watching addictive? Effects of motives for TV series use on the relationship between excessive media consumption and problematic viewing habits. Addictive Behaviors Reports, 13(1), 100325.
80. Park, D. H., Kim, H. K., Choi, I. Y. ve Kim, J. K. (2012). A literature review and classification of recommender systems research. Expert Systems with Applications, 39(11), 10059-10072.
81. Pfiffelmann, J., Dens, N. ve Soulez, S. (2020). Personalized advertisements with integration of names and photographs: An eye-tracking experiment. Journal of Business Research, 111(1), 196-207.
82. Ponnusamy, S., Iranmanesh, M., Foroughi, B. ve Hyun, S. S. (2020). Drivers and outcomes of Instagram addiction: Psychological well-being as moderator. Computers in Human Behavior, 107(1), 106294.
83. Ramasoota, P. ve Kitikamdhorn, A. (2021). “The Netflix effect” in Thailand: Industry and regulatory implications. Telecommunications Policy, 45(7), 102156.
84. Rhee, C. E. ve Choi, J. (2020). Effects of personalization and social role in voice shopping: An experimental study on product recommendation by a conversational voice agent. Computers in Human Behavior, 109(1), 106359.
85. Riskos, K., Hatzithomas, L., Dekoulou, P. ve Tsourvakas, G. (2021). The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: A mediation model. Journal of Media Business Studies, 1-28, 10.1080/16522354.2021.1887439.
86. Safa, N. S. ve Solms, R. V. (2016). Customers repurchase intention formation in e-commerce. South African Journal of Information Management, 18(1), 1-9.
87. Schermelleh-Engel, K. ve Helfried Moosbrugger, H. M. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74.
88. Schmidt, G. B. (2020). The SAGE international Encyclopedia of mass media and society - Netflix. California: SAGE Publications.
89. Shanahan, T., Tran, T. P. ve Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47(1), 57-65.
90. Shang, B. ve Bao, Z. (2020). How repurchase intention is affected in social commerce?: An empirical study. Journal of Computer Information Systems, 1(1), 1-11.
91. Shon, M., Shin, J., Hwang, J. ve Lee, D. (2021). Free contents vs. inconvenience costs: Two faces of online video advertising. Telematics and Informatics, 56(1), 101476.
92. Singh, S. ve Alok, S. (2021). Drivers of repurchase intention of organic food in India: Role of perceived consumer social responsibility, price, value, and quality. Journal of International Food & Agribusiness Marketing, https://doi.org/10.1080/08974438.2020.1869135.
93. Singh, S., Singh, N., Kalinić, Z. ve Liébana-Cabanillas, F. J. (2021). Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction. Expert Systems with Applications, 168(1), 114241.
94. Smock, A. D., Ellison, N. B., Lampe, C. ve Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27(6), 2322-2329.
95. Srinivasan, S. S., Anderson, R. ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
96. Sullivan, Y. W. ve Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39(1), 199-219.
97. Sun, H., Zhang, S., Huang, J., He, L., Jiang, X. ve Duan, Z. (2020). A personalized event–participant arrangement framework based on user interests in social network. Computer Networks, 183(1), 107607.
98. Sun, Y. ve Zhang, Y. (2021). A review of theories and models applied in studies of social media addiction and implications for future research. Addictive Behaviors, 114(1), 106699.
99. Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39(1), 230-242.
100. Tran, T. P., Lin, C.-W., Baalbaki, S. ve Guzmán, F. (2020). How personalized advertising affects equity of brands advertised on Facebook? A mediation mechanism. Journal of Business Research, 120(1), 1-15.
101. Trivedi, S. K. ve Yadav, M. (2020). Repurchase intentions in Y generation: Mediation of trust and e-satisfaction. Marketing Intelligence & Planning, 38(4), 401-415.
102. Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562.
103. Valvi, A. C. ve West, D. (2013). E-loyalty is not all about trust, price also matters: Extending expectation-confirmation theory in bookselling websites. Journal of Electronic Commerce Research, 14(1), 99-123.
104. Vijayalakshmi, A., Laczniak, R. ve Brocato, D. (2019). Understanding parental mediation of violent television commercials. Journal of Consumer Marketing, 36(5), 551-564.
105. Walek, B. ve Fojtik, V. (2020). A hybrid recommender system for recommending relevant movies using an expert system. Expert Systems with Applications, 158(1), 113452.
106. Walrave, M., Poels, K., Antheunis, M. L., Broeck, E. V. ve Noort, G. V. (2018). Like or dislike? Adolescents’ responses to personalized social network site advertising. Journal of Marketing Communications, 24(6), 599-616.
107. Wang, J.-L., Jackson, L. A., Wang, H.-Z. ve Gaskin, J. (2015). Predicting social networking site (SNS) use: Personality, attitudes, motivation and internet self-efficacy. Personality and Individual Differences, 80(1), 119-124.
108. Winter, S., Maslowska, E. ve Vos, A. L. (2021). The effects of trait-based personalization in social media advertising. Computers in Human Behavior, 114(1), 106525.
109. Xia, L. ve Monroe, K. B. (2010). Is a good deal always fair? Examining the concepts of transaction value and price fairness. Journal of Economic Psychology, 31(6), 884-894.
110. Xia, L., Monroe, K. B. ve Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15.
111. Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.
112. Yasri, Y., Susanto, P., Hoque, M. E. ve Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: Do brand experience and brand preference mediate? Heliyon, 6(11), e05532.
113. Young, R., Len-Ríos, M. ve Young, H. (2017). Romantic motivations for social media use, social comparison, and online aggression among adolescents. Computers in Human Behavior, 75(1), 385-395.
114. Yu, J. ve Cude, B. J. (2009). Possible disparities in consumers' perceptions toward personalized advertising caused by cultural differences: U.S. and Korea. Journal of International Consumer Marketing, 21(4), 251-269.
115. Zanker, M., Ricci, F., Jannach, D. ve Terveen, L. (2010). Measuring the impact of personalization and recommendation on user behaviour. International Journal of Human-Computer Studies, 68(8), 469-471.
116. Zhang, X., Wu, Y. ve Liu, S. (2019). Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42(1), 101243.
117. Zhang, Z. (2021). Infrastructuralization of Tik Tok: Transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 43(2), 219-236.
118. Zhu, Y.-Q. ve Kanjanamekanant, K. (2021). No trespassing: Exploring privacy boundaries in personalized advertisement and its effects on ad attitude and purchase intentions on social media. Information & Management, 58(2), 103314.
119. Zielke, S. (2006). Measurement of retailers' price images with a multiple-item scale. The International Review of Retail, Distribution and Consumer Research, 16(3), 297-316.