Bilgi Toplama ile Reklam Şüpheciliği Arasındaki İlişki: Yetkisiz İkincil Bilgi Kullanımı ve Ürün Kalitesinin Seri Aracılık Rolü

Yıl 2019, , 34 - 45, 30.11.2019

Çağla Pınar Bozoklu , Erkan Yıldız

https://doi.org/10.19168/jyasar.627085

Cited By: 2

Öz

Bilgi gizliliği konusu,
bilgi toplamanın ve yetkisiz ikincil bilgi kullanımın sıkça karşılaşıldığı
günümüzde en önemli ticari etik sorunlardan biri haline gelmiştir. Bilgi
gizliliği, kişinin kendi hakkındaki bilgilerini bireysel olarak kontrol
edebilme yeteneğidir. Bu araştırmanın amacı ise, genç tüketiciler açısından
bilgi toplama ile reklam şüpheciliği arasındaki ilişkinin ve bu ilişki
kapsamında yetkisiz ikincil bilgi kullanımı ve ürün kalitesi algısının seri
aracılık etkisini test etmektir. Araştırma kapsamında, internet ve basılı form
üzerinden 1157 anket doldurulmuştur. Katılımcılara kolayda ve kartopu örnekleme
yöntemleri ile ulaşılmıştır. Araştırma örneklemi, çoğunlukla 18-25 yaş
aralığında en düşük üniversite eğitimi olan genç tüketiciler olarak
belirlenmiştir. Araştırma modelinin analiz edilmesinde kısmi en küçük kareler
yol analizi (PLS-SEM) kullanılmıştır. Veriler SmartPLS 3.2.8 istatistik
programı kullanılarak analiz edilmiştir. Modele ait elde edilen R2 değerleri
incelendiğinde de yetkisiz ikincil kullanımın %6, ürün kalitesinin %4 ve reklam
şüpheciliğinin de %12 oranında açıklandığı tespit edilmiştir. Yapılan model
testi sonucunda, bilgi toplamanın bu toplanan bilgilerin yetkisiz ikincil
kullanımına yönelik kaygıları kuvvetlendirdiği tespit edilmiştir. Bilgi toplama
ile reklam şüpheciliği arasındaki ilişkide bilginin yetkisiz ikincil
kullanımına yönelik kaygıların da reklam şüpheciliğini tetiklediği, ancak ürün
kalitesi algısının yüksek olması nedeniyle bu etkinin bastırıldığı ortaya
koyulmuştur.

Anahtar Kelimeler

Bilgi Toplama, Yetkisiz İkincil Bilgi Kullanımı, Ürün Kalitesi, Reklam Şüpheciliği, Bankacılık, SmartPLS

Kaynakça

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