ALGILANAN AYNI ANDA BİRDEN ÇOK YERDE BULUNMA VE ONLINE BİLGİ PAYLAŞIMI DAVRANIŞI İLİŞKİSİNDE ALIŞKANLIKLARIN MODERATÖR ROLÜ

Öz

Teknoloji devriminin yaşandığı yüzyılda, pazarlama kavramları ve bulgularına ilişkin son derece dikkat çekici yeni dinamikler eklenmeye başlamıştır. Aynı anda birden çok yerde bulunma^* kavramı, tüketicilerin fiziksel mekanlara ve belirli bir zamana bağlı kalmaksızın mobil aygıt ve uygulamalar aracılığı ile mobilize olmuş yaşamlarına ilişkin erişim imkanını ifade etmektedir. Çalışmada, bu kullanım ve davranış biçimlerinin tüketicilerin online ortamda birbirleri ile olan online bilgi paylaşımı davranışında göstereceği açıklayıcı etkiyi ortaya konmaktadır. Bununla birlikte, tüketicilerin aynı anda birden çok yerde bulunma durumları hızlı bir teknoloji adaptasyonu; yani tekrar ve tekrar aynı davranışı tekrarlama tutumunu ortaya çıkarmaktadır. Alışkanlıklar olarak ifade edilen bu davranış biçimi ile, bu alışkanlıkların edinilmesinin online bilgi paylaşımı davranışını da artıracağı yönünde varsayımlara sahip olan bu çalışma, pazarlama disiplinindeki yeni kavramları ortaya koyması açısından literatüre farklı bir perspektif kazandırmayı hedeflemektedir.

Anahtar Kelimeler

• Algılanan Aynı Anda Birden Çok Yerde Bulunma,Alışkanlıklar,Online Bilgi Paylaşımı Davranışı

Kaynakça

1. Balasubramanian, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the academy of Marketing Science, 30(4), 348.
2. Barnes, S. J. (2002). Wireless digital advertising: nature and implications. International journal of advertising, 21(3), 399-420.
3. Barnes, S. J. (2011). Understanding use continuance in virtual worlds: Empirical test of a research model. Information & Management, 48(8), 313-319.
4. Barnes, S. J., & Huff, S. L. (2003). Rising sun: iMode and the wireless Internet. Communications of the ACM, 46(11), 78-84.
5. Berry, L. L., Bolton, R. N., Bridges, C. H., Meyer, J., Parasuraman, A., & Seiders, K. (2010). Opportunities for innovation in the delivery of interactive retail services. Journal of Interactive Marketing, 24(2), 155-167.
6. Bivens, J. (1990). Children scaffolding children in the classroom: Can this metaphor completely describe the process of group problem solving. In Annual Meeting of the American Educational Research Association, Boston, MA.
7. Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS quarterly, 87-111.
8. Brown, J. S., & Duguid, P. (1998). Organizing knowledge. California management review, 40(3), 90-111.

9. Chou, S. W. (2005). Designing good institutional contexts for innovation in a technology‐mediated learning environment. Journal of Computer Assisted Learning, 21(4), 269-280.
10. Crano, W. D. (1995). Attitude strength and vested interest. Attitude strength: Antecedents and consequences, 4, 131-157.
11. Galanxhi, H., & Nah, F. F. H. (2006). Privacy issues in the era of ubiquitous commerce. Electronic Markets, 16(3), 222-232.
12. Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479-505.
13. Ghadirian, H., Ayub, A. F. M., Silong, A. D., Bakar, K. B. A., & Zadeh, A. M. H. (2014). Knowledge sharing behaviour among students in learning environments: A review of literature. Asian Social Science, 10(4), 38.
14. Guo, Y., & Barnes, S. (2011). Purchase behavior in virtual worlds: An empirical investigation in Second Life. Information & Management, 48(7), 303-312.
15. Heidemann, J., Klier, M., & Probst, F. (2012). Online social networks: A survey of a global phenomenon. Computer Networks, 56(18), 3866-3878.
16. Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355.
17. Hsiao, K. L., & Chen, C. C. (2016). Value-based adoption of e-book subscription services: The roles of environmental concerns and reading habits. Telematics and Informatics.
18. https://www.statista.com/statistics/266488/forecast-of-mobile-app-downloads/ (Erişim Tarihi: 09.05.2017).
19. Junglas, I., & Watson, R. T. (2006). The u-constructs: four information drives. Communications of the Association for Information systems, 17(1), 26.
20. Kapur, M., & Kinzer, C. K. (2007). Examining the effect of problem type in a synchronous computer-supported collaborative learning (CSCL) environment. Educational Technology Research and Development, 55(5), 439-459.
21. Kim, S. S., & Malhotra, N. K. (2005). A longitudinal model of continued IS use: An integrative view of four mechanisms underlying postadoption phenomena. Management science, 51(5), 741-755.
22. Kim, S. S., Malhotra, N. K., & Narasimhan, S. (2005). Research note—two competing perspectives on automatic use: A theoretical and empirical comparison. Information Systems Research, 16(4), 418-432.
23. Kleijnen, M., De Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness. Journal of retailing, 83(1), 33-46.
24. Ko, D. G., Kirsch, L. J., & King, W. R. (2005). Antecedents of knowledge transfer from consultants to clients in enterprise system implementations. MIS quarterly, 59-85.
25. Lee, W. K. (2014). The temporal relationships among habit, intention and IS uses. Computers in Human Behavior, 32, 54-60.
26. Liao, L. F. (2006). The impact of teacher’s power to knowledge sharing and learning satisfaction in distance-learning environment. Journal of Information, Technology and Society, 2(3), 1–14.
27. Limayem, M., & Hirt, S. G. (2003). Force of habit and information systems usage: Theory and initial validation. Journal of the Association for Information Systems, 4(1), 3.
28. Limayem, M., Hirt, S. G., & Cheung, C. M. (2007). How habit limits the predictive power of intention: The case of information systems continuance. MIS quarterly, 705-737.
29. Ma, W. W., & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in Human Behavior, 39, 51-58.
30. Ma, W. W., & Yuen, A. H. (2011). Understanding online knowledge sharing: An interpersonal relationship perspective. Computers & Education, 56(1), 210-219.
31. Mazzolini, M., & Maddison, S. (2007). When to jump in: The role of the instructor in online discussion forums. Computers & Education, 49(2), 193-213.
32. Nonaka, I. (1994). A dynamic theory of organizational knowledge creation. Organization science, 5(1), 14-37.
33. Okazaki, S., & Mendez, F. (2013). Perceived ubiquity in mobile services. Journal of Interactive Marketing, 27(2), 98-111.
34. Okazaki, S., Molina, F. J., & Hirose, M. (2012). Mobile advertising avoidance: exploring the role of ubiquity. Electronic Markets, 22(3), 169-183.
35. Okazaki, S., & Mendez, F. (2013). Perceived ubiquity in mobile services. Journal of Interactive Marketing, 27(2), 98-111.
36. Pahnila, S., & Warsta, J. (2010). Online shopping viewed from a habit and value perspective. Behaviour & Information Technology, 29(6), 621-632.
37. Palincsar, A. S., & Brown, A. L. (1984). Reciprocal teaching of comprehension-fostering and monitoring activities. Cognition and Instruction, 1(2), 117–175.
38. Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
39. Shankar, Venkatesh and Sridhar Balasubramanian (2009), “Mobile Marketing: A Synthesis and Prognosis,” Journal of Interactive Marketing, 23, 2, 118–29.
40. Sheng, H., Nah, F. F. H., & Siau, K. (2008). An experimental study on ubiquitous commerce adoption: Impact of personalization and privacy concerns. Journal of the Association for Information Systems, 9(6), 344.
41. Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 356-372.
42. Varnali, K., & Toker, A. (2010). Mobile marketing research: The-state-of-the-art. International journal of information management, 30(2), 144-151.
43. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology.
44. Verplanken, B., & Wood, W. (2006). Interventions to break and create consumer habits. Journal of Public Policy & Marketing, 25(1), 90-103.
45. Vygotsky, L. S. (1980). Mind in society: The development of higher psychological processes. Harvard university press.
46. Watson, R. T., Pitt, L. F., Berthon, P., & Zinkhan, G. M. (2002). “Ucommerce: Expanding the universe of marketing”. Journal of the Academy of Marketing Science, 30(4), 333–347.
47. Watson, R. T., Pitt, L. F., Berthon, P., & Zinkhan, G. M. (2002). U-commerce: expanding the universe of marketing. Journal of the Academy of Marketing Science, 30(4), 333-347.
48. Woisetschläger, D. M., Lentz, P., & Evanschitzky, H. (2011). How habits, social ties, and economic switching barriers affect customer loyalty in contractual service settings. Journal of Business Research, 64(8), 800-808.
49. Xu, H., Teo, H. H., Tan, B. C., & Agarwal, R. (2009). The role of push-pull technology in privacy calculus: the case of location-based services. Journal of Management Information Systems, 26(3), 135-174.