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Determining the Factors Related with Customer Privacy Behaviors

Year 2015, Volume: 4 Issue: 3, 612 - 633, 20.05.2015
https://doi.org/10.15869/itobiad.11614

Abstract

The purpose of the research is determining the relationships among privacy perceptions, attitudes and privacy behaviors of customers. Under this framework, survey is conducted with students of Keskin Vocational High School and obtained data is subjected to analysis. Analysis results indicate that customer privacy behaviors like not providing information, blocking and not purchasing is closely related with the customer privacy risk perceptions and attitudes toward direct marketing channels. Moreover differences are not seen in privacy behavior in terms of demographics. It is understood that customers should take into consideration and heal the privacy risk perceptions and negative attitudes toward direct marketing channels. 

References

  • Bellman, S., Johnson, E. J. ve Lohse, G. (2001), To Opt-In or Opt-Out? It Depends on the Question. Communications of the ACM, 44 (2), 25–27.
  • Bennett, C.J. (1992). Regulating Privacy: Data Protection and Public Policy in Europe and the United States, Cornell University Press, Ithaca.
  • Boscheck, R. (2011). Internet and Consumer Privacy: Considering the FTC’s “Do Not Track” Proposal, Intereconomics, ss. 270-274.
  • Calin, V., Mihai, O., Carmen, A. ve Diana, D. (2012). Attitudes of the Consumers Regarding Their Personal Data: What Has Changed Under the Recent Years?, The Annals of the Unıversıty of Oradea,21(1), 1228- 1234.
  • Cespedes, F. V. ve Smith, H. J. (1993). Database Marketing: New Rules for Policy and Practice. Sloan Management Review, 34 (Yaz), 7–22.
  • Culnan, M. J.(1993). How Did They Get My Name?: An Exploratory Investigation of Consumer Attitudes Toward Secondary Information Use, MIS Quarterly, 341- 363.
  • Derlega, V. J. ve Chaikin, A. L. (1977). Privacy and Self-Disclosure in Social Relationships. Journal of Social Issues, 33 (3), 102–115.
  • Dolnicar, S. ve Yolanda Jordaan (2007), A Market-Oriented Approach to Responsibly Marketing Information Privacy Concerns in Direct Marketing, Journal of Advertising, 36 (Yaz), 123–49.
  • Dommeyer, C. J. ve Gross, B.L.(2003). What Consumers Know and What They Do: An Investigation of Consumer Knowledge, Awareness, and Use of Privacy Protection Strategies. Journal of Interactive Marketing, 17(2), 34- 51.
  • Earp, J. B. ve Baumer, D. (2003). Innovative Web Use To Learn About Consumer Behavior and Online Privacy. Communications of the Acm, 46(4), 81-83.
  • Goldfarb A. ve Tucker, C. (2013). Why Managing Consumer Privacy Can Be an Opportunity. MIT Sloan Management Review, 2013, 54 (3), 10-12.
  • Grenegard, S. (2012). Advertising Gets Personal. Communications of the Acm, 55(8), 18-20.
  • Johnson, J. A. (2013). Retailer Can Protect Themselves By Protecting Consumer Privacy. Retail Law Strategist- The Problem-Solving Tool for Retail Law, 1-4.
  • Joseph, P., Nowak, G. ve Ferrell, E. (2000). Privacy Concerns and Consumer Willingness to Provide PersonalInformation. Journal of Public Policy & Marketing 19 (Bahar), 27–41.
  • Katz, J,E, and Tassone, A,R. (1990). Public Opinion Trends: Privacy and Information Technology, Public Opinion Ouarteriy, 54(1) 125-143,
  • Krishnamurthy, S. (2001). A Comprehensive Analysis of Permission Marketing. Journal of Computer Mediated Communications, 6 (2).
  • Kumaraguru, P. ve Cranor, L. F. (2005). Privacy Indexes: A Survey of Westin’s Studies, CMU-ISRI-5-13. Institute for Software Research International, Carnegie Mellon University.
  • Mai, E. S. (2013). Increasing Trusting Beliefs? The Effects of Consumer Privacy on Online Trust, Society for Marketing Advances, Marketing Identity, 2013 SMA Conference, South Carolina,, ss. 118-119.
  • Milne G. R. ve Bahl, S. (2010). Are There Differences Between Consumers’ and Marketers’ Privacy Expectations? A Segment- and Technology- Level Analysis. Journal of Public Policy and Marketing, 29(1), 138-149.
  • Milne, G. R. ve Culnan, M. J. (2004). Strategies for Reducing Online Privacy Risks: Why Consumers Read (Or Don’t Read) Online Privacy Notices, Journal of Interactive Marketing,18(3), 15-29.
  • Milne, G. R. ve Rohm, A.J. (2003). The 411 on Mobile Privacy. Marketing Management, 12(4), 40-45.
  • Milne, G. R., Rohm, A. J. ve Bahl, S. (2004). Consumers’ Protection of Online Privacy and Identity. The Journal of Consumer Affairs, 38(2), 217-232.
  • Nam, C., Song, C., Lee, E. ve Park, C.I. (2006). Consumers’ Privacy Concerns and Willingness to Provide Marketing-Related Personal Informatilon Online. Advances in Consumer Research, 33, 212-217.
  • Nepomuceno, M. V., Laroche, M. ve Richard, M. O. (2014). How to Reduce Perceived Risk When Buying Online: The Interactions Between Intantibility, Product Knowledge, Brand Familiarity, Privacy and Security Concerns. Journal of Retailing and Consumer Service, 21, 619- 629.
  • Ohlhausen, M. K. (2014). Privacy Challenges and Opportunitis: The Role of the Federal Trade Commission. Journal of Public Policy&Marketing, 33(1), 4-9.
  • Pollach, I. (2007). What’s Wrong With Online Privacy Policies?. Communicaitons of the ACM, 50(9), 103-108.
  • Rajnish,T., Buse, S. ve Herstatt, C. (2006). From Electronic to Mobile Commerce: Opportunities through technology convergence for business services, Asia-Pacific Tech Monitor, 2006, 38-45.
  • Schoeman, F.D (1984). Philosophical Dimensions of Privacy: An Anthology. Cambridge University Pres.
  • Smith, H. J. (2001). Information Privacy and Marketing: What the U.S. Should (and Shouldn’t) Learn from Europe, California Management Review, 43(2), 8-33.
  • Yap, J. E., Beverlang, M. B. ve Bove, L.L. (2011). Doing Privacy: Exploring the Nature of Consumer Privacy and Privacy Management Strategies, Advances in Consumer Research, 39, 515-516.
  • Zhang, R., Chen, J. Q. ve Lee, C.J. (2013). Mobile Commerce and Consumer Privacy Concerns. Journal of Computer Information Systems,53(4), 31-38.

Müşterinin Gizlilik Davranışları ile İlişkili Faktörlerin Belirlenmesi

Year 2015, Volume: 4 Issue: 3, 612 - 633, 20.05.2015
https://doi.org/10.15869/itobiad.11614

Abstract

Bu araştırmanın amacı müşterinin gizlilik algılamaları ve tutumları ile gizlilik davranışları arasındaki ilişkilerin ortaya konulmasıdır. Bu kapsamda Kırıkkale Üniversitesi Keskin Meslek Yüksekokulu öğrencileri ile anket gerçekleştirilmiş ve elde edilen veriler analiz edilmiştir. Analiz sonuçları müşterinin gizlilikle ilgili algılama ve doğrudan pazarlama kanallarına ilişkin tutumlarının, müşterinin işletmelere bilgi sağlamama, engelleme ve satın alımda bulunmama gibi davranışlar ile yakından ilişkili olduğunu göstermektedir. Ayrıca müşterinin demografik özelliklerine bağlı olarak gizlilik davranışlarında farklılık gözlenmemektedir. İşletmelerin müşterilere ulaşmada ve müşterilerle güven odaklı uzun dönemli ilişkiler geliştirmede, müşterinin gizlilikle ilgili risk algılamaları ve doğrudan pazarlama kanallarına karşı olumsuz tutumlarını göz önünde bulundurması ve iyileştirmesi gerektiği anlaşılmaktadır.

References

  • Bellman, S., Johnson, E. J. ve Lohse, G. (2001), To Opt-In or Opt-Out? It Depends on the Question. Communications of the ACM, 44 (2), 25–27.
  • Bennett, C.J. (1992). Regulating Privacy: Data Protection and Public Policy in Europe and the United States, Cornell University Press, Ithaca.
  • Boscheck, R. (2011). Internet and Consumer Privacy: Considering the FTC’s “Do Not Track” Proposal, Intereconomics, ss. 270-274.
  • Calin, V., Mihai, O., Carmen, A. ve Diana, D. (2012). Attitudes of the Consumers Regarding Their Personal Data: What Has Changed Under the Recent Years?, The Annals of the Unıversıty of Oradea,21(1), 1228- 1234.
  • Cespedes, F. V. ve Smith, H. J. (1993). Database Marketing: New Rules for Policy and Practice. Sloan Management Review, 34 (Yaz), 7–22.
  • Culnan, M. J.(1993). How Did They Get My Name?: An Exploratory Investigation of Consumer Attitudes Toward Secondary Information Use, MIS Quarterly, 341- 363.
  • Derlega, V. J. ve Chaikin, A. L. (1977). Privacy and Self-Disclosure in Social Relationships. Journal of Social Issues, 33 (3), 102–115.
  • Dolnicar, S. ve Yolanda Jordaan (2007), A Market-Oriented Approach to Responsibly Marketing Information Privacy Concerns in Direct Marketing, Journal of Advertising, 36 (Yaz), 123–49.
  • Dommeyer, C. J. ve Gross, B.L.(2003). What Consumers Know and What They Do: An Investigation of Consumer Knowledge, Awareness, and Use of Privacy Protection Strategies. Journal of Interactive Marketing, 17(2), 34- 51.
  • Earp, J. B. ve Baumer, D. (2003). Innovative Web Use To Learn About Consumer Behavior and Online Privacy. Communications of the Acm, 46(4), 81-83.
  • Goldfarb A. ve Tucker, C. (2013). Why Managing Consumer Privacy Can Be an Opportunity. MIT Sloan Management Review, 2013, 54 (3), 10-12.
  • Grenegard, S. (2012). Advertising Gets Personal. Communications of the Acm, 55(8), 18-20.
  • Johnson, J. A. (2013). Retailer Can Protect Themselves By Protecting Consumer Privacy. Retail Law Strategist- The Problem-Solving Tool for Retail Law, 1-4.
  • Joseph, P., Nowak, G. ve Ferrell, E. (2000). Privacy Concerns and Consumer Willingness to Provide PersonalInformation. Journal of Public Policy & Marketing 19 (Bahar), 27–41.
  • Katz, J,E, and Tassone, A,R. (1990). Public Opinion Trends: Privacy and Information Technology, Public Opinion Ouarteriy, 54(1) 125-143,
  • Krishnamurthy, S. (2001). A Comprehensive Analysis of Permission Marketing. Journal of Computer Mediated Communications, 6 (2).
  • Kumaraguru, P. ve Cranor, L. F. (2005). Privacy Indexes: A Survey of Westin’s Studies, CMU-ISRI-5-13. Institute for Software Research International, Carnegie Mellon University.
  • Mai, E. S. (2013). Increasing Trusting Beliefs? The Effects of Consumer Privacy on Online Trust, Society for Marketing Advances, Marketing Identity, 2013 SMA Conference, South Carolina,, ss. 118-119.
  • Milne G. R. ve Bahl, S. (2010). Are There Differences Between Consumers’ and Marketers’ Privacy Expectations? A Segment- and Technology- Level Analysis. Journal of Public Policy and Marketing, 29(1), 138-149.
  • Milne, G. R. ve Culnan, M. J. (2004). Strategies for Reducing Online Privacy Risks: Why Consumers Read (Or Don’t Read) Online Privacy Notices, Journal of Interactive Marketing,18(3), 15-29.
  • Milne, G. R. ve Rohm, A.J. (2003). The 411 on Mobile Privacy. Marketing Management, 12(4), 40-45.
  • Milne, G. R., Rohm, A. J. ve Bahl, S. (2004). Consumers’ Protection of Online Privacy and Identity. The Journal of Consumer Affairs, 38(2), 217-232.
  • Nam, C., Song, C., Lee, E. ve Park, C.I. (2006). Consumers’ Privacy Concerns and Willingness to Provide Marketing-Related Personal Informatilon Online. Advances in Consumer Research, 33, 212-217.
  • Nepomuceno, M. V., Laroche, M. ve Richard, M. O. (2014). How to Reduce Perceived Risk When Buying Online: The Interactions Between Intantibility, Product Knowledge, Brand Familiarity, Privacy and Security Concerns. Journal of Retailing and Consumer Service, 21, 619- 629.
  • Ohlhausen, M. K. (2014). Privacy Challenges and Opportunitis: The Role of the Federal Trade Commission. Journal of Public Policy&Marketing, 33(1), 4-9.
  • Pollach, I. (2007). What’s Wrong With Online Privacy Policies?. Communicaitons of the ACM, 50(9), 103-108.
  • Rajnish,T., Buse, S. ve Herstatt, C. (2006). From Electronic to Mobile Commerce: Opportunities through technology convergence for business services, Asia-Pacific Tech Monitor, 2006, 38-45.
  • Schoeman, F.D (1984). Philosophical Dimensions of Privacy: An Anthology. Cambridge University Pres.
  • Smith, H. J. (2001). Information Privacy and Marketing: What the U.S. Should (and Shouldn’t) Learn from Europe, California Management Review, 43(2), 8-33.
  • Yap, J. E., Beverlang, M. B. ve Bove, L.L. (2011). Doing Privacy: Exploring the Nature of Consumer Privacy and Privacy Management Strategies, Advances in Consumer Research, 39, 515-516.
  • Zhang, R., Chen, J. Q. ve Lee, C.J. (2013). Mobile Commerce and Consumer Privacy Concerns. Journal of Computer Information Systems,53(4), 31-38.
There are 31 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

İbrahim Bozacı

Publication Date May 20, 2015
Published in Issue Year 2015 Volume: 4 Issue: 3

Cite

APA Bozacı, İ. (2015). Müşterinin Gizlilik Davranışları ile İlişkili Faktörlerin Belirlenmesi. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 4(3), 612-633. https://doi.org/10.15869/itobiad.11614

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).