Determining the Factors Related with Customer Privacy Behaviors

Yıl 2015, Cilt: 4 Sayı: 3, 612 - 633, 20.05.2015

İbrahim Bozacı

https://doi.org/10.15869/itobiad.11614

Cited By: 2

Öz

The purpose of the research is determining the relationships among privacy perceptions, attitudes and privacy behaviors of customers. Under this framework, survey is conducted with students of Keskin Vocational High School and obtained data is subjected to analysis. Analysis results indicate that customer privacy behaviors like not providing information, blocking and not purchasing is closely related with the customer privacy risk perceptions and attitudes toward direct marketing channels. Moreover differences are not seen in privacy behavior in terms of demographics. It is understood that customers should take into consideration and heal the privacy risk perceptions and negative attitudes toward direct marketing channels. 

Anahtar Kelimeler

Customer, Privacy, Privacy Perceptions, Privacy Attitudes, Privacy Behaviors.

Müşterinin Gizlilik Davranışları ile İlişkili Faktörlerin Belirlenmesi

Öz

Bu araştırmanın amacı müşterinin gizlilik algılamaları ve tutumları ile gizlilik davranışları arasındaki ilişkilerin ortaya konulmasıdır. Bu kapsamda Kırıkkale Üniversitesi Keskin Meslek Yüksekokulu öğrencileri ile anket gerçekleştirilmiş ve elde edilen veriler analiz edilmiştir. Analiz sonuçları müşterinin gizlilikle ilgili algılama ve doğrudan pazarlama kanallarına ilişkin tutumlarının, müşterinin işletmelere bilgi sağlamama, engelleme ve satın alımda bulunmama gibi davranışlar ile yakından ilişkili olduğunu göstermektedir. Ayrıca müşterinin demografik özelliklerine bağlı olarak gizlilik davranışlarında farklılık gözlenmemektedir. İşletmelerin müşterilere ulaşmada ve müşterilerle güven odaklı uzun dönemli ilişkiler geliştirmede, müşterinin gizlilikle ilgili risk algılamaları ve doğrudan pazarlama kanallarına karşı olumsuz tutumlarını göz önünde bulundurması ve iyileştirmesi gerektiği anlaşılmaktadır.

Anahtar Kelimeler

Müşteri, Gizlilik, Gizlilik Algılamaları, Gizlilik Tutumları, Gizlilik Davranışları

Kaynakça

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