KRİZ ORTAMINDA TÜKETİCİ ATALETİ: WHATSAPP KİŞİSEL VERİ DÜZENLEMESİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2023, Cilt: 16 Sayı: 1, 61 - 82, 31.01.2023

Ali Emre Aydın , Volkan Dogan

Öz

Bu çalışmanın amacı, mahremiyet endişesi ve özerkliğe verilen önemin kalma niyetiyle ilişkisinde tüketici ataletinin rolünü incelemektir. Bu amaç doğrultusunda çevrim içi anket aracılığıyla toplanan 250 veri kapsamında analizler yapılmıştır. Yapısal eşitlik modeli yardımıyla gerçekleştirilen analizler sonucunda özerkliğe verilen önem ile kalma niyeti arasında negatif bir ilişki olduğu belirlenmiştir. Buna ek olarak, tüketici ataletinin mahremiyet endişesi ile kalma niyeti arasındaki ilişkiye tam aracılık, özerkliğe verilen önem ile kalma niyeti arasındaki ilişkiye ise kısmi aracılık ettiği ortaya konmuştur. Çalışmanın bulguları ataletin, kriz anlarındaki olumsuz tüketici deneyimlerine karşın kalma niyeti için belirleyici bir role sahip olduğuna işaret etmektedir. Bu bağlamda çalışma, tüketici ataletine ilişkin tartışma zeminini derinleştirerek gelecek araştırmalara katkı sağlamayı hedeflemektedir.

Anahtar Kelimeler

Mahremiyet endişesi, özerklik, tüketici ataleti, WhatsApp

CONSUMER INERTIA IN A CRISIS ENVIRONMENT: A STUDY ON WHATSAPP PERSONAL DATA REGULATION

Öz

This study aims to reveal the relationship between inertia and the intention to stay with the service provider in the face of regulations that create privacy concerns and restriction by businesses. For this purpose, 250 survey data, collected via an online platform, were analyzed. Structural equation modeling results indicate that intention to stay has a negative relationship with the importance of autonomy. Furthermore, we also demonstrate that consumer inertia fully mediates the relationship between privacy concerns and intention to stay, and partially mediates the relationship between importance of autonomy and intention to stay. The findings indicate that inertia has a decisive role in the intention to stay despite negative consumer experiences in times of crisis. In this context, the study aims to contribute to future research by deepening the discussion ground on consumer inertia.

Anahtar Kelimeler

Privacy concerns, autonomy, consumer inertia, WhatsApp

Kaynakça

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