Bilgi Toplama ile Reklam Şüpheciliği Arasındaki İlişki: Yetkisiz İkincil Bilgi Kullanımı ve Ürün Kalitesinin Seri Aracılık Rolü

Yıl 2019, Cilt: 14 , 34 - 45, 30.11.2019

Çağla Pınar Bozoklu Erkan Yıldız

https://doi.org/10.19168/jyasar.627085

Cited By: 2

Öz

Bilgi gizliliği konusu,
bilgi toplamanın ve yetkisiz ikincil bilgi kullanımın sıkça karşılaşıldığı
günümüzde en önemli ticari etik sorunlardan biri haline gelmiştir. Bilgi
gizliliği, kişinin kendi hakkındaki bilgilerini bireysel olarak kontrol
edebilme yeteneğidir. Bu araştırmanın amacı ise, genç tüketiciler açısından
bilgi toplama ile reklam şüpheciliği arasındaki ilişkinin ve bu ilişki
kapsamında yetkisiz ikincil bilgi kullanımı ve ürün kalitesi algısının seri
aracılık etkisini test etmektir. Araştırma kapsamında, internet ve basılı form
üzerinden 1157 anket doldurulmuştur. Katılımcılara kolayda ve kartopu örnekleme
yöntemleri ile ulaşılmıştır. Araştırma örneklemi, çoğunlukla 18-25 yaş
aralığında en düşük üniversite eğitimi olan genç tüketiciler olarak
belirlenmiştir. Araştırma modelinin analiz edilmesinde kısmi en küçük kareler
yol analizi (PLS-SEM) kullanılmıştır. Veriler SmartPLS 3.2.8 istatistik
programı kullanılarak analiz edilmiştir. Modele ait elde edilen R2 değerleri
incelendiğinde de yetkisiz ikincil kullanımın %6, ürün kalitesinin %4 ve reklam
şüpheciliğinin de %12 oranında açıklandığı tespit edilmiştir. Yapılan model
testi sonucunda, bilgi toplamanın bu toplanan bilgilerin yetkisiz ikincil
kullanımına yönelik kaygıları kuvvetlendirdiği tespit edilmiştir. Bilgi toplama
ile reklam şüpheciliği arasındaki ilişkide bilginin yetkisiz ikincil
kullanımına yönelik kaygıların da reklam şüpheciliğini tetiklediği, ancak ürün
kalitesi algısının yüksek olması nedeniyle bu etkinin bastırıldığı ortaya
koyulmuştur.

Anahtar Kelimeler

Bilgi Toplama, Yetkisiz İkincil Bilgi Kullanımı, Ürün Kalitesi, Reklam Şüpheciliği, Bankacılık, SmartPLS

Kaynakça

• Altman, I. 1976. “A conceptual analysis”. Environment and Behavior, 8(1):7-29.
• Baek, T. H., Morimoto, M. 2012. “Stay away from me”. Journal of Advertising, 41(1):59-76.
• Boush, D. M., Friestad, M., Rose, G. M. 1994. “Adolescent skepticism toward TV advertising and knowledge of advertiser tactics”. Journal of Consumer Research, 21(1):165-175.
• Boush, D. M., Frıestad, M., Wrıght, P., 2009. Deception in the Marketplace. New York: Routledge, Taylor & Francis Group
• Brehm, S. S., Brehm, J. W. 2013. Psychological reactance: A theory of freedom and control. Academic Press.
• Brown, C. L., Krishna, A. 2004. “The skeptical shopper: A metacognitive account for the effects of default options on choice”. Journal of Consumer Research, 31(3):529-539.
• Calo, M. R. 2011. “The drone as a privacy catalyst”. Stan. L. Rev. Online, 64:29.
• Campbell, M. C. 1995. “When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments”. Journal of Consumer Psychology, 4(3): 225-254.
• Casaló, L. V., Flavián, C., Guinalíu, M. 2007. “The role of security, privacy, usability and reputation in the development of online banking”. Online Information Review, 31(5):583-603.
• Cate, F. H. (2006). The failure of fair information practice principles. In J. K. Winn (Ed.), Consumer protection in the age of the information economy (pp. 343–379). Surrey: Ashgate Publishing.
• Cohen, J. 1988. Statistical Power Analysis For The Behavioral Sciences. NJ: Mahwah, Lawrence Erlbaum
• Culnan, M. J. 1993. “How Did They Get My Name?”: An Exploratory Investigation of Consumer Attitudes toward Secondary Information Use”. MIS Quarterly, 341-363.
• Culnan, M. J., Armstrong, P. K. 1999. “Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation”. Organization Science, 10(1):104-115.
• Doğan, D. 2018. SmartPLS İle Veri Analizi. US: Charleston SC.
• Donaldson, T., Dunfee, T. W. 1994. “Toward a unified conception of business ethics: Integrative social contracts theory”. Academy of Management Review, 19(2):252-284.
• Edwards, M. A. 2004. “Empirical and Behavioral Critiques of Mandatory Disclosure: Socio-Economics and the Quest for Truth in Lending.” Cornell JL & Pub. Pol'y, 14:199.
• Elving, W. J. 2013. “Scepticism and corporate social responsibility communications: the influence of fit and reputation”. Journal of Marketing Communications, 19(4):277-292.
• Ergeç, E. N., 2009. “Reklama Şüpheci Yaklaşımın İncelenmesi”. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 18(2):172-193.
• Flavia´n, C., Guinalı´u, M. 2006. “Consumer trust, perceived security, and privacy policy: three basic elements of loyalty to a web site”. Industrial Management & Data Systems., 106(5/6): 601-20.
• Ford, G. T., Smith, D. B., Swasy, J. L. 1990. “Consumer skepticism of advertising claims: Testing hypotheses from economics of information”. Journal of Consumer Research, 16(4):433-441.
• Forehand, M. R.,Grier, S. 2003. “When is honesty the best policy? The effect of stated company intent on consumer skepticism”. Journal of Consumer Psychology, 13(3):349-356.
• Fornell, C., Larcker, D.F. 1981. “Evaluating Structural Equation Models With Unobservable Variables And Measurement Error”. Journal of Marketing Research, 18(1):39-50.
• Foscht, T., Schloffer, J., Maloles III, C., Chia, S. L. 2009. “Assessing the outcomes of Generation-Y customers' loyalty”. International Journal of Bank Marketing, 27(3):218-241.
• Foxman, E. R., Kilcoyne, P. 1993. “Information technology, marketing practice, and consumer privacy: Ethical issues”. Journal of Public Policy & Marketing, 12(1):106-119.
• Furnell, S. M., Karweni, T. 1999. “Security implications of electronic commerce: a survey of consumers and businesses”. Internet Research, 9(5):372-382.
• Goodwin, C. 1991. “Privacy: Recognition of a consumer right”. Journal of Public Policy & Marketing, 10(1):149-166.Grönroos, C. 1984. “A service quality model and its marketing implications”. European Journal of Marketing, 18(4):36-44.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Tatham, R. L. 2006. Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
• Hair, J.F., Tomas, G., Hult, M., Ringle, C.M., Sarstedt, M. 2014. A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM). Los Angeles: Sage.
• Harris, L. C., Goode, M. M. 2004. “The four levels of loyalty and the pivotal role of trust: a study of online service Dynamics”. Journal of Retailing, 80(2):139-158.
• Heaney, J.G. 2007. “Generations X and Y’s internet banking usage in Australia”. Journal of Financial Services Marketing, 11(3):196-210.
• Helm, A. E. 2006. Cynical consumers: dangerous enemies, loyal friends. (Doctoral dissertation). University of Missouri, Columbia.
• Henseler, J., Ringle, C.M., Sarstedt, M. 2015. “A New Criterion For Assessing Discriminant Validity in Varience-Based Structural Equation Modelling”. Journal of the Academy of Marketing Science, 43:115-135.
• HEW 1973. (U.S. Department of Health, Education, and Welfare). “Records, Computers, and the Rights of Citizens: Report of the Secretary's Advisory Committee on Automated Personal Data Systems”. U.S. Government Printing Office, Washington, D.C.
• Hürriyet 2018. “Facebook Skandal Sonrası 70 Milyon Kaybetti!”, 28.03.2018 Çevrim içi: http://www.hurriyet.com.tr/teknoloji/facebook-skandal-sonrasi-70-milyar-dolar-kaybetti-40786851, erişim tarihi: 02.07.2019.
• Kim, Y. J., Lee, W. N. 2009. “Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity”. Journal of Promotion Management, 15(4):465-483.
• Knowles, E. S., Linn, J. A. 2004. Resistance and persuasion. Psychology Press.
• Kruck, S.E., Gottovi, D., Moghadami, F., Broom, R., Forcht, K.A. 2002. “Protecting personal privacy on the internet”, Information Management & Computer Security, 10(2): 77-84.
• Laufer, R. S., Wolfe, M. 1977. “Privacy as a concept and a social issue: A multidimensional developmental theory”. Journal of Social Issues, 33(3):22-42.
• Li, H., Sarathy, R., Xu, H. 2010. “Understanding situational online information disclosure as a privacy calculus”. Journal of Computer Information Systems, 51(1):62-71.
• Li, Y. 2014. “The impact of disposition to privacy, website reputation and website familiarity on information privacy concerns”. Decision support systems, 57:343-354.
• Malhotra, N. K., Kim, S. S., Agarwal, J. 2004. “Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model”. Information Systems Research, 15(4):336-355.
• Mangleburg, T. F., Bristol, T. 1998. “Socialization and Adolescents’ Skepticism toward Advertising”. Journal of Advertising, 27(3):11-21.
• Mason, R. O. 1986. “Four ethical issues of the information age”. Mis Quarterly, 5-12.
• Milberg, S. J., Burke, S. J., Smith, H. J., Kallman, E. A. 1995. “Values, personal information privacy, and regulatory approaches”. Communications of the ACM, 38(12):65-75.
• Milberg, S. J., Smith, H. J., Burke, S. J. 2000. I”nformation privacy: Corporate management and national regulation”. Organization Science, 11(1):35-57.
• Miller, A. 1982. Computers and privacy. WM Hoffman, JM Moore, (Eds.) Ethics and the Management of Computer Technology. Oelgeschlager, Gunn.
• Milne, G. R., Boza, M. E. 1999. “Trust and concern in consumers’ perceptions of marketing information management practices”. Journal of Interactive Marketing, 13(1):5-24.
• Obermiller, C. 1998. “Development of a Scale to Measure Consumer Skepticism toward Advertising”. Journal of Consumer Psychology, 7(2):159-186.
• Obermiller, C., Spangenberg, E. R., 1998. “Development of a scale to measure consumer skepticism toward advertising”. Journal of Consumer Psychology. 7(2):159-186.
• Okazaki, S., Li, H., Hirose, M. 2009. “Consumer privacy concerns and preference for degree of regulatory control”. Journal of Advertising, 38(4):63-77.
• Oly Ndubisi, N., Sinti, Q. 2006. “Consumer attitudes, system's characteristics and internet banking adoption in Malaysia”. Management Research News, 29(1/2):16-27.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L. 1985. “A conceptual model of service quality and its implications for future research”. Journal of Marketing, 49(4):41-50.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L. 1988. “Servqual: A multiple-item scale for measuring consumer perceptions of service quality”. Journal of Retailing, 64(1):12.
• Parasuraman, A. 2000. “Technology Readiness Index (TRI) a multiple-item scale to measure readiness to embrace new Technologies”. Journal of Service Research, 2(4):307-320.
• Pew Research Center 2007. Changing faiths: Latinos and the transformation of American religion. Washington, DC: Pew Research Center.
• Phelps, J. E., D'Souza, G., Nowak, G. J. 2001. “Antecedents and consequences of consumer privacy concerns: An empirical investigation”. Journal of Interactive Marketing, 15(4):2-17.
• Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., Pahnila, S. 2004. “Consumer acceptance of online banking: an extension of the technology acceptance model”. Internet Research, 14(3):224-235.
• PPSC (Privacy Protection Study Commission) 1997. Personal Privacy in an Information Society: Report of the Privacy Protection Study Commission, Washington, D.C: U.S. Government Printing Office.
• Rahn, W. M., Transue, J. 1998. “Social trust and value change: The decline of social capital in American youth, 1976–1995”. Political Psychology, 19:545–565.
• Ritchie, R. J. B., Darke, P.R. 2000. “In the Shadow of Doubt:AdvertiserDeception and the Defensive Consumer”. Poster Session Presented at theAssociation for Consumer Research Conference, Salt Lake City, UT.
• Şahin, Ş., Yönet, Ö., Suher, H. K. 2016. “Reklama Yönelik Şüphecilik: Anne-Baba Ve Çocukları Arasındaki Farklar Üzerine Bir İnceleme”. Ekurgu, 24(2):55-73.
• Sai, Y. 2008. “Transparent Safe”. Decision Support Systems, 46(1):41-51.
• Sarstedt, M., Ringle, C.M., Hair, J.F. 2017. “Partial Least Squares Structural Equation Modelling”, In C. Homburg, M.Klarmann, A.Vomberg (Eds.), Handbook of Market Research, Heidelberg: Springer.
• Schlosser, A.E., White, T.B., Lloyd, S.M. 2006. “Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions”. Journal of Marketing, 70: 133-48.
• Schwaig, K. S., Segars, A. H., Grover, V.,Fiedler, K. D. 2013. “A model of consumers’ perceptions of the invasion of information privacy”. Information & Management, 50(1):1-12.
• Smit, E. G., Van Noort, G., Voorveld, H. A. 2014. “Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe”. Computers in Human Behavior, 32:15-22.
• Smith, H. J. 1994. Managing privacy: Information technology and corporate America. UNC Press Books.
• Smith, H. J., Milberg, S. J., Burke, S. J. 1996. “Information privacy: measuring individuals' concerns about organizational practices”. MIS Quarterly, 167-196.
• Stewart, K. A., Segars, A. H. 2002. “An empirical examination of the concern for information privacy instrument”. Information Systems Research, 13(1):36-49.
• Stone, E. F., Gueutal, H. G., Gardner, D. G., McClure, S. 1983. “A field experiment comparing information-privacy values, beliefs, and attitudes across several types of organizations”. Journal of Applied Psychology, 68(3):459.
• Tolchinsky, P. D., McCuddy, M. K., Adams, J., Ganster, D. C., Woodman, R. W., Fromkin, H. L. 1981. “Employee perceptions of invasion of privacy: A field simulation experiment”. Journal of Applied Psychology, 66(3):308.
• Walsh, G., Beatty, S. E. 2007. “Customer-based corporate reputation of a service firm: scale development and validation”. Journal of The Academy of Marketing Science, 35(1):127-143.
• Wang, H., Lee, M. K., Wang, C. 1998. “Consumer privacy concerns about Internet marketing”. Communications of the ACM, 41(3):63-70.
• Westin, A. F. 1967. “Privacy and freedom Atheneum”. New York, 7, 431-453.
• Westin, A. F., Baker, M. A. 1972. Databanks in a Free Society. New York: Quadrangle Books.
• Westin, A. F. 2003. “Social and political dimensions of privacy”. Journal of Social Issues, 59(2):431-453.
• White, T. B., Zahay, D. L., Thorbjørnsen, H., Shavitt, S. 2008.” Getting too personal: Reactance to highly personalized email solicitations”. Marketing Letters, 19(1):39-50.
• Xu, H., Dinev, T., Smith, J., Hart, P. 2011. “Information privacy concerns: Linking individual perceptions with institutional privacy assurances”. Journal of the Association for Information Systems, 12(12):1.
• Yang, Z. 2001. “Consumer perceptions of service quality in Internet-based electronic commerce”. In Proceedings of the EMAC Conference (Vol. 811, May).
• Zeithaml, V. A., Parasuraman, A., Malhotra, A. 2000. A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Marketing Science Institute.