İstanbul Ticaret Üniversitesi Girişimcilik Dergisi 2536-4456 2717-7416 İstanbul Ticaret Üniversitesi 10.55830/tje.1604721 Digital Marketing Dijital Pazarlama Metaverse Pazarlama: Tüketici Davranışını ve İlişkili Riskleri Yönlendirme Yeteneğine İlişkin Bir Araştırma Metaverse Marketing: An Investigation into Its Ability to Drive Consumer Behaviour and Associated Risks https://orcid.org/0000-0003-2149-5359 Yurdabak Merve Kadriye İSTİNYE ÜNİVERSİTESİ https://orcid.org/0009-0001-1748-5476 Zafar Sonia İSTANBUL TİCARET ÜNİVERSİTESİ 09 30 2025 8 18 18 31 12 20 2024 04 05 2025 Copyright © 2017, İstanbul Ticaret Üniversitesi Girişimcilik Dergisi 2017 İstanbul Ticaret Üniversitesi Girişimcilik Dergisi

İçinde bulunduğumuz çağda, birçok işletme pazarlama amacıyla metaverinin potansiyelini araştırıyor. Ancak tüketici davranışı alanı, tüketici riskleriyle ilgili yüksek endişeler nedeniyle yeterince araştırılmamıştır. Bu nedenle bu çalışma, meta veri pazarlamasında tüketici davranışını etkileyen faktörleri tanımlamak için planlı davranış teorisini (TPB) kullanmaktadır. Ek olarak, meta veri tabanı pazarlamasının tüketici davranışı üzerindeki etkisi ve tüketicilerin meta veri tabanıyla etkileşime girme riskleri de araştırılmıştır. 2019-24 yılları arasında yayınlanan 23 çalışmanın tematik analizine dayanan bu çalışma, meta veri deposu pazarlamasındaki tüketici davranışının, meta veri deposunun tasarım özelliklerinden, tüketicilerin psikolojik faktörlerinden, algılanan faydalardan ve meta veri deposu ekipmanının fiyatı ve kullanılabilirliğinden etkilenebileceği sonucuna varmıştır. . Ayrıca mevcut literatür aracılığıyla meta veri pazarlamasının tüketici davranışları üzerindeki hem olumlu hem de olumsuz etkileri tespit edilmiştir. Son olarak bu çalışma dört temadaki tüketici risklerine ışık tutuyor: güvenlik ve mahremiyet, etik, fiziksel ve psikolojik ve yasal riskler.

In the current era, several businesses are exploring the potential of the metaverse for marketing purposes. However, the area of consumer behaviour remains underexplored with high concerns about consumer risks. The present study, therefore, uses the theory of planned behaviour (TPB) to identify the factors influencing consumer behaviour in metaverse marketing. In addition, the impact of metaverse marketing on consumer behaviour and consumer risks of engaging with the metaverse have been explored. Based on the thematic analysis of 23 studies published between 2019-24, this study concludes that consumer behaviour in metaverse marketing can be influenced by the design features of the metaverse, psychological factors of consumers, perceived benefits, and price and availability of the metaverse equipment. In addition, through extant literature, both the positive and negative impacts of metaverse marketing on consumer behaviour have been identified. Finally, this study sheds light on consumer risks across four themes: security and privacy, ethical, physical and psychological, and legal risks.

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