TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER

Year 2017, Volume: 12 Issue: 47, 202 - 215, 23.08.2017

Büşra Kutlu Karabıyık Ece Armağan

Abstract

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

References

• Aaker, J. L., Brumbaugh A. M., Grier S. A. (2000). Non-target Market Effects and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes. Journal of Consumer Psychology, 9 (3), 127–140.
• Dinev, T., Hart, P. (2006). Privacy concerns and levels of information exchange: An empirical investigation of intended e-services use. E-service Journal, 4(3), 25-59.
• Forrester (2001). Online Advertising Retrenches. The Forrester Report, October. Retrieved from http:// www.forrester.com/ER/Research/Report/Summary/ 0,1338,11005,FF.html
• Ho, S. Y., Ho, K. K. (2008). The Effects of Web Personalızatıon on Influencıng Users's Swıtchıng Decısıons to A New Websıte. PACIS 2008 Proceedings, 67.
• Hoofnagle, C. J., King, J., Li, S., Turow, J. (2010). How different are young adults from older adults when it comes to information privacy attitudes and policies.
• Jai, T. M. C., Burns, L. D., King, N. J. (2013). The effect of behavioral tracking practices on consumers’ shopping evaluations and repurchase intention toward trusted online retailers. Computers in Human Behavior, 29(3), 901-909.
• Kaniewska-Sęba, A. (2014). Negatıve Effects of Personalızatıon in Dırect Marketıng. International Journal of Arts & Sciences, CD-ROM. ISSN: 1944-6934 :: 07(02):89–98 (2014)
• Kim, H. (2013). Exploring the Effects of Perceived Relevance and Privacy Concerns on Consumer Responses to Online Behavioral Advertising (Doctoral dissertation, UNIVERSITY OF MINNESOTA).
• Laczniak, R. N., & Muehling, D. D. (1993). The relationship between experimental manipulations and tests of theory in an advertising message involvement context. Journal of Advertising, 22(3), 59-74.
• Leon, P. G., Ur, B., Wang, Y., Sleeper, M., Balebako, R., Shay, R., Cranor, L. F. (2013). What matters to users?: factors that affect users' willingness to share information with online advertisers. In Proceedings of the Ninth Symposium on Usable Privacy and Security (p. 7). ACM.
• Malheiros, M., Jennett, C., Patel, S., Brostoff, S., Sasse, M. A. (2012, May). Too close for comfort: A study of the effectiveness and acceptability of rich-media personalized advertising.
• In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 579-588). ACM.
• McDonald, A. M., Cranor, L. F. (2009). An empirical study of how people perceive online behavioral advertising. available at: www.cylab.cmu.edu/files/pdfs/tech_reports/ CMUCyLab09015.pdf
• McDonald, A. M., Cranor, L. F. (2010). Americans' attitudes about internet behavioral advertising practices. In Proceedings of the 9th annual ACM workshop on Privacy in the electronic society (pp. 63-72). ACM.
• McKnight, D. H., Choudhury, V., Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
• Sableman, M., Shoenberger, H., Thorson, E. (2013). Consumer Attitudes Toward Relevant Online Behavioral Advertising: Crucial Evidence in the Data Privacy Debates. Media Law Resource Center Bulletin
• Sanje, G., Senol, I. (2012). The importance of online behavioral advertising for online retailers. International Journal of Business and Social Science, 3(18), 114-122.
• Simonson, I. (2005). Determinants of customers’ responses to customized offers: Conceptual framework and research propositions. Journal of Marketing,69(1), 32-45.
• Smit, E. G., Van Noort, G., Voorveld, H. A. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15-22.
• Srinivasan, S. S., Anderson, R., Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
• Tam, K. Y., Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. Mis Quarterly, 865-890. tıfı hatalı
• Taylor, D. G., Davis, D. F., Jillapalli, R. (2009). Privacy concern and online personalization: The moderating effects of information control and compensation. Electronic Commerce Research, 9(3), 203-223.
• Tsai, J., Egelman, S., Cranor, L., Acquisti, A. (2011), "The effect of online privacy information on purchasing behavior: An experimental study", Information Systems Research, 22(2), 254–268.
• Tucker, C. E. (2012). The economics of advertising and privacy. International journal of Industrial organization, 30(3), 326-329.
• Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562.
• Turow, J., King, J., Hoofnagle, C. J., Bleakley, A., Hennessy, M. (2009). Americans reject tailored advertising and three activities that enable it. Available at SSRN 1478214.
• Van Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role of intrusiveness. Marketing Letters, 24(4), 339-351.
• Vesanen, J. (2007). What is personalization? A conceptual framework. European Journal of Marketing, 41(5/6), 409-418.
• White, T. B., Zahay, D. L., Thorbjørnsen, H., Shavitt, S. (2008). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39-50.
• Yun Yoo, C. (2011). Interplay of message framing, keyword insertion and levels of product involvement in click-through of keyword search ads. International Journal of Advertising, 30(3), 399-424.” Classical Philology 104:439–58.
• Atılgan K. Ö. (2014). Nesnel ve Öznel Bilginin Tüketicilerin Satın Alma Davranışlarına Etkisine Yönelik Bir Araştırma. Journal of Management & Economics, 21(2).