The Effects of Trust, Privacy, and Personalized Experience on Customer Satisfaction and Repurchase Intention in IOT-Supported Home Technologies

Öz

This study examines the effects of consumer trust, privacy perception, and personalized experience on customer satisfaction and repurchase intention in IoT-enabled home technology devices. This research aims to understand how these factors influence consumer behaviour in the context of smart technologies. The significance of this study lies in its comprehensive model, which sheds light on key digital age issues such as personalization, data privacy, and trust. The PLS-SEM method was used with Smart PLS 4.0 software. Contrary to previous findings in the literature, perceived ease of use (PEOU) was found to have no significant effect on customer satisfaction. Similarly, data privacy awareness and consumer trust did not significantly affect satisfaction. However, data privacy concerns positively and significantly impacted customer satisfaction, while consumer trust significantly influenced repurchase intention. Personalized experiences positively and significantly affected both customer satisfaction and repurchase intention, and customer satisfaction significantly influenced repurchase intention. These findings contribute to the literature by providing insights into how IoT technologies can be aligned with consumer expectations and how they influence long-term loyalty and purchasing behaviour.

Anahtar Kelimeler

• Internet of Things
• Consumer Confidence
• Personalized Experience

Nesnelerin İnterneti Destekli Ev Teknolojilerinde Güven, Gizlilik ve Kişiselleştirilmiş Deneyimin Müşteri Memnuniyeti ve Tekrar Satın Alma Niyeti Üzerindeki Etkileri

Öz

Bu çalışma, IoT destekli ev teknolojisi cihazlarında tüketici güveni, gizlilik algısı ve kişiselleştirilmiş deneyimin müşteri memnuniyeti ve tekrar satın alma niyeti üzerindeki etkilerini incelemeyi amaçlamaktadır. Bu amaç doğrultusunda Smart PLS 4.0 programı ile PLS-SEM yöntemi kullanılmıştır. Bu çalışmanın önemi, tüketicilerin veri gizliliği, kişiselleştirme ve güven gibi dijital çağın merkezindeki konulara yönelik algılarının müşteri davranışlarını nasıl şekillendirdiğini bütüncül bir modelle ortaya koymasıdır. Literatürde algılanan kullanım kolaylığı ile müşteri memnuniyeti arasında pozitif bir ilişki öne sürülmesine rağmen, bu çalışmada anlamlı bir ilişki tespit edilememiştir. Veri gizliliği farkındalığı ve tüketici güveni de müşteri memnuniyetini anlamlı şekilde etkilememektedir. Ancak veri gizliliği endişeleri müşteri memnuniyetini, tüketici güveni ise tekrar satın alma niyetini anlamlı şekilde pozitif etkilemektedir. Kişiselleştirilmiş deneyimler hem müşteri memnuniyeti hem de tekrar satın alma niyeti üzerinde pozitif ve anlamlı etkiye sahiptir. Ayrıca müşteri memnuniyeti de tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir etkiye sahiptir. Elde edilen bulgular, IoT teknolojilerinin pazarlama stratejilerinde nasıl kullanılabileceğine ve müşteri sadakati oluşturma sürecine katkı sağlamaktadır.

Anahtar Kelimeler

• Nesnelerin İnterneti
• Tüketici Güveni
• Kişiselleştirilmiş Deneyim

Kaynakça

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