TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER

Yıl 2017, Cilt: 12 Sayı: 47, 202 - 215, 23.08.2017

Büşra Kutlu Karabıyık Ece Armağan

Öz

Çevrimiçi davranışsal reklamcılık (ÇDR) kişilerin çevrimiçi aktiviteleri izlenerek kişiye özel reklamlar sunulması stratejisidir. Çalışmanın amacı tüketicinin ÇDR’lere karşı cevap verme davranışını ölçebilmek ve ÇDR’lerin etkililiğini yorumlayabilmektir. Buna göre; tüketicilerin çevrimiçi davranışsal reklamcılığı görüntüleme kararı; çevrimiçi davranışsal reklamın içerik özelliklerinin tüketiciye hitap etmesi ile pozitif ilişkili, çevrimiçi davranışsal reklamcılığa maruz kalan tüketicinin mahremiyet endişesi ile ilişkisiz bulunmuştur. Aynı zamanda çevrimiçi reklamcılık uygulamalarına ilişkin güven duygusu ile kişilerin çevrimiçi reklamcılık sebebi ile hissettikleri mahremiyet kaygıları arasında zıt yönlü bir ilişki bulunduğu ve tüketiciler tarafından çevrimiçi davranışsal reklamcılığa dair sahip olunan bilgilerin mahremiyet endişesi ile ilişkisiz olduğu sonucuna ulaşılmıştır

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