INTERNET of BEHAVIORS (IoB)

Öz

In the competitive environment that has increased with the development of technology, it has become increasingly difficult to attract people's attention, and companies have focused on understanding people's behavior in order to offer new and remarkable goods and services. Offering tailored options to the user has increased the demand for personalized goods and services, making it necessary to leverage the power of the Internet of Behavior (IoB), a new technology that aims to gain valuable information about the users’ online behaviors and intentions. IoB technology is a research topic that examines how users interact with products and services online using appropriate data analysis techniques to gain insights from this data. With this technology, companies will be able to predict patterns in users' behavioral data and maximize user satisfaction with personalized goods and services that focus on manipulating user behavior with these patterns. With the continued development of the Internet of Things (IoT) and the increasing use of devices, a large amount of behavioral data continues to be collected. There is a large gap in conceptual, theoretical and empirical research fields on IoB research, which emerged as an extension of IoT. This research aims to provide a comprehensive overview of the development of IoB technology, its relationship with IoT, examination of its key characteristics, application areas and ongoing debates. It is also anticipated that this research will serve as both a practical and academic guide, being the first national research article on IoB, and will contribute to future studies on this emerging topic.

Anahtar Kelimeler

• Internet of Behavior (IoB)
• Behavioral Data
• Data Analytics
• Internet of Things(IoT)
• Behavioral Intention

DAVRANIŞLARIN İNTERNETİ (IOB)

Öz

Teknolojinin gelişmesiyle artan rekabet ortamında insanların dikkatini çekmek gün geçtikçe zorlaşmış ve yeni, dikkat çekici mal ve hizmetler sunabilmek için firmalar insanların davranışlarını anlamaya odaklanmışlardır. Kullanıcıya özel seçenekler sunulması kişiselleştirilmiş mal ve hizmetlere olan talebi artırmış, kullanıcıların internet ortamında sergiledikleri davranışlar hakkında değerli bilgiler edinmeyi ve niyetlerini ortaya çıkarmayı amaçladıkları yeni teknoloji Davranışların İnterneti (IoB)’nin gücünden yararlanmayı gerekli kılmıştır. IoB teknolojisi internet ortamında kullanıcıların ürün ve hizmetlerle nasıl bir etkileşime girdiklerini uygun veri analiz teknikleriyle inceleyen ve bu verilerden iç görü elde etmeyi hedefleyen bir araştırma konusudur. Firmalar bu teknoloji ile kullanıcıların davranışsal verilerindeki kalıpları tahmin ederek bu kalıplar ile kullanıcı davranışlarını manipüle etmeye odaklanan ve kişiselleştirilmiş mal ve hizmetler ile kullanıcı memnuniyetini en üst düzeye taşıyabileceklerdir. Nesnelerin İnterneti (IoT)’nin gelişmeye devam etmesi ve artan cihaz kullanımı ile çok sayıda davranışsal veri toplanmaya devam etmektedir. IoT’nin bir uzantısı olarak ortaya çıkan IoB araştırma konusu hakkında literatüre bakıldığında kavramsal, teorik ve ampirik araştırma alanında geniş bir boşluk olduğu belirlenmiştir. Bu araştırmada IoB teknolojisinin gelişimi, IoT ile ilişkisi, özelliklerinin incelenmesi, uygulama alanları ve tartışmaya açık konulara kapsamlı bir genel bakış sunması hedeflenmektedir. Ayrıca IoB üzerine gelecekteki araştırmalarda hem firmalara hem de akademik anlamda ilk ulusal araştırma makalesi olarak rehberlik edeceği düşünülmektedir.

Anahtar Kelimeler

• Davranışların İnterneti (IoB)
• Davranışsal Veri
• Veri Analitiği
• Nesnelerin İnterneti (IoT)
• Davranışsal Niyet

Kaynakça

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