ijeas Uluslararası İktisadi ve İdari İncelemeler Dergisi 1307-9832 1307-9859 Kenan ÇELİK 10.18092/ulikidince.321964 BİR İKTİDAR ALANI OLARAK ÇEVRİMİÇİ GÖZETLEME VE İLGİLİ TÜKETİCİ TUTUMLARI Özhan Dedeoğlu Ayla EGE ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ Baybars Miray EGE ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ 09 16 2017 253 272 06 16 2017 09 15 2017 Copyright © 2008, International Journal of Economics and Administrative Studies 2008 International Journal of Economics and Administrative Studies

Bireylerin sürekli olarak gözetlenmesiyoluyla pazarlamacılar lehine yaratılan güç ve iktidar alanı, literatürdekigözetleme kavramına da yeni bir bakış açısıyla yaklaşılmasını gerektirmektedir.Sürekli, yayılmacı ve sınırsız gözetleme, literatürde Bauman ve Lyon (2013)tarafından geliştirilen “akışkan gözetim” kavramıyla karşılığını bulmuştur.İnternet kullanıcıları, internetin ve dolayısıyla gözetlemenin kendilerinesunduğu imkânların yanı sıra gözetlemenin tehdit edici doğasına yönelikfarkındalık ve yaklaşım geliştirip davranışlarını düzenleyerek, gözetlemeyeilişkin tehditlere meydan okuyabilmektedir. İnternet kullanıcılarının sözkonusu gözetlemeye yönelik farkındalıkları ve çevrimiçi gözetlenmeye karşıduygusal, bilişsel ve davranışsal düzeydeki tutumların ne şekilde oluştuğununanlaşılmasına yönelik tasarlanan bu çalışmada, internet kullanıcılarınıngözetlenmeye yönelik orta seviyede farkındalığa sahip olduğu sonucunaulaşılmıştır. Kullanıcıların gözetlemeye ilişkin orta seviyede farkındalığasahip olmalarına, duydukları rahatsızlığa ve bilişsel ve duygusal olarakolumsuz tutumlarına rağmen davranışsal tutum bileşenlerinin daha kısıtlı ortayakoydukları görülmüştür. Arkadaş gözetlemesi ve firma gözetlemesi kavramlarınınayrı ele alındığı ve kullanıcılar tarafından da farklı değerlendirildiğiçalışmada, eğitim, yaş gibi demografik değişkenlerin de farkındalık ve tutumlarayönelik anlamlı farklılıklara işaret ettiği bulunmuştur.

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