KİŞİSELLEŞTİRİLMİŞ PAZARLAMA VE VERİ GİZLİLİĞİ KAYGILARININ TÜKETİCİ DAVRANIŞI ÜZERİNDEKİ ETKİSİ: ALGILANAN DEĞERİN ARACILIK ROLÜ

Öz

Bu çalışma, kişiselleştirilmiş pazarlama, veri gizliliği endişeleri, algılanan değer ve satın alma niyeti arasındaki karmaşık ilişkiyi çevrimiçi tüketiciler bağlamında incelemektedir. Çalışmanın temel amacı, algılanan değerin aracılık rolüne odaklanarak, kişiselleştirilmiş pazarlama ve veri gizliliği endişelerinin algılanan değer ve satın alma niyeti üzerindeki ikili etkisini araştırmaktır. Bunu başarmak için veriler, daha önce kişiselleştirilmiş pazarlama deneyimi olan 386 çevrimiçi tüketiciyi kapsayan yapılandırılm-ış bir anket aracılığıyla toplanmıştır. Ankette kişiselleştirilmiş pazarlama, veri gizliliği endişeleri, algılanan değer ve satın alma niyetini ölçmek için mevcut ölçekler kullanılmıştır. Ölçüm modelini doğrulamak ve hipotezleri test etmek için Doğrulayıcı Faktör Analizi (DFA) ve Yapısal Eşitlik Modellemesi (YEM) gibi analitik teknikler uygulanmıştır. Bulgular, kişiselleştirilmiş pazarlamanın hem algılanan değeri hem de satın alma niyetini olumlu yönde desteklediğini, veri gizliliği endişelerinin ise algılanan değeri olumsuz yönde etkilediğini ve satın alma niyeti üzerinde daha zayıf bir doğrudan etkisinin olduğunu ortaya koymaktadır. Algılanan değer, kişiselleştirilmiş pazarlama ile satın alma niyeti arasındaki ve veri gizliliği endişeleri ile satın alma niyeti arasındaki etkileşime aracılık etmektedir. Bu bulgular, pazarlamacıların algılanan değeri artırmak ve tüketici davranışını yönlendirmek için kişiselleştirme ile güçlü veri gizliliği uygulamaları arasında bir denge kurması gerektiğinin altını çizmektedir.

Anahtar Kelimeler

• Kişiselleştirilmiş pazarlama
• veri gizliliği endişeleri
• algılanan değer
• satın alma niyeti
• tüketici davranışı.

THE INFLUENCE OF PERSONALIZED MARKETING AND DATA PRIVACY CONCERNS ON CONSUMER BEHAVIOR: THE MEDIATING ROLE OF PERCEIVED VALUE

Öz

This study examines the complex interplay between personalized marketing (PM), data privacy concerns (DPC), perceived value (PV) and purchase intention (PI) in a sample of online consumers. The main aim of the research is to investigate the dual influence of PM and DPC on PV and PI, focusing on the mediating role of PV. To achieve this, all the data was collected through a constructed questionnaire involving 386 online consumers who have encountered PM. The questionnaire used established scales to measure PM, DPC, PV and PI. Analytical tools such as Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to validate the measurement model and test the hypotheses. The outcomes show PM positively influences both PV and PI, while DPC negatively influences PV and has a weaker effect on PI. PV was found to mediate the link between PM and PI and the relationship between DPC and PI. These results suggest that marketers need to strike a better balance between personalization and sound data privacy practices to increase PV and drive consumer behavior.

Anahtar Kelimeler

• Personalized marketing
• data privacy concerns
• perceived value
• purchase intention
• consumer behavior.

Kaynakça

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