Sosyal Medyadaki Mahremiyet Algısının Sosyal Medya Kullanımına Yönelik Tutuma Etkisi

Öz

İnsanlar arasında sosyal ilişkiler kurma ve devam ettirme gibi amaçlara yönelik olarak tasarlanan sosyal medya uygulamaları, günlük yaşantımızın vazgeçilmez bir unsuru haline gelmiştir. Sosyal medya kullanıcıları zamanlarının kayda değer bir kısmını bu uygulamaları kullanarak geçirmektedirler. Sosyal medyada paylaşılan kişisel bilgilerin çokluğu ve bu bilgilerin sosyal medya şirketlerince kullanım biçimleri, insanlarda mahremiyetlerine ilişkin kaygılar ortaya çıkmasına neden olmaktadır. Bu çalışmanın amacı, insanların mahremiyetlerine ilişkin kaygılarının ve algılarının sosyal medya uygulamaları kullanımına yönelik tutumları üzerindeki etkilerini ölçmektir. Araştırma için gerekli veriler, hazırlanan çevrimiçi anket formu aracılığıyla ve 409 kişinin katılımıyla toplanmıştır. Elde edilen verilerle, araştırma modelinin doğrulanması ve hipotezlerin test edilmesi amacıyla açıklayıcı faktör analizleri ve doğrulayıcı faktör analizleri yapılmış, araştırma modelinin test edilmesi amacıyla da yapısal eşitlik modeli kullanılmıştır. Araştırma bulgularına göre, mahremiyet kaygısının güven, sosyal medyayı kullanmaya yönelik tutum ve davranışsal niyet üzerinde etkisinin olduğu belirlenmiştir. Sosyal medyayı kullanmaya yönelik tutumun davranışsal niyet üzerinde etkili olduğu da tespit edilmiştir. Ayrıca bulgularımız literatürdeki çalışmaların aksine güvenin davranışsal niyet üzerinde etkisinin olmadığını göstermektedir.

Anahtar Kelimeler

• Sosyal Medya
• Mahremiyet Algısı
• Sosyal Medyada Güven
• Davranışsal Niyet
• Yapısal Eşitlik Modeli

The Effect of Privacy Perception on Social Media on Attitude Towards Social Media Usage

Öz

Social media applications designed for the purposes such as establishing and maintaining social relationships between people have become an indispensable element of our daily life. Social media users spend a considerable part of their time using these applications. The abundance of personal information shared on social media and the way this information is used by social media companies cause people to have concerns about their privacy. The aim of this study is to measure the effects of people's concerns and perceptions of their privacy on their attitudes towards the use of social media applications. The data required for the research were collected through the online questionnaire prepared with the participation of 409 people. Explanatory factor analyzes and confirmatory factor analyzes were performed with the data obtained to verify the research model and test the hypotheses, and the structural equation model was used to test the research model. According to the findings of the research, it was determined that privacy concern had an effect on trust, attitude towards using social media and behavioral intention. It has also been found that the attitude towards using social media has an effect on behavioral intention. In addition, our findings show that, contrary to the studies in the literature, trust has no effect on behavioral intention.

Anahtar Kelimeler

• Social Media
• Privacy Concern
• Trust in Social Media
• Behavioral intention
• Structural Equation Model

Kaynakça

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