Cilt 11 Sayı 1 (2023): Business & Management Studies: An International Journal
Makaleler

Marka politika değişikleri nasıl marka ihlaline dönüşür ve tüketici devam niyetini nasıl etkiler?

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  • Fatih ŞAHİN
Fatih ŞAHİN
Dr. Öğr. Üyesi, Bandırma Onyedi Eylül Üniversitesi, Balıkesir, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i1.2178

Yayınlanmış 2023-03-25

Anahtar Kelimeler

  • Policy Update, Brand Transgression, Privacy Concern, Continuance Intention
  • Politika Değişikliği, Marka İhlali, Gizlilik Endişesi, Devam Niyeti

Nasıl Atıf Yapılır

ŞAHİN, F. (2023). Marka politika değişikleri nasıl marka ihlaline dönüşür ve tüketici devam niyetini nasıl etkiler?. Business & Management Studies: An International Journal, 11(1), 96–120. https://doi.org/10.15295/bmij.v11i1.2178

Telif Hakkı (c) 2023 Fatih ŞAHİN

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Özet

Günümüzde dijital ekonomi fikri daha hızlı hayata geçirilmektedir. Dijital ekonominin temel bileşenlerinden birisi dijital hizmetlerdir ve büyük veri sürekli tüketici bilgisi akışı tarafından beslendiğinden, bu hizmetlerin tüketicileri ve bilgi paylaşma niyetleri çok önemlidir. Bu çalışma, müşterilerin anlık mesajlaşma hizmetlerini bir dijital hizmet markası olarak pazarlama bakış açısıyla kullanmaya devam etme niyetleri üzerindeki gizlilik endişelerinin ve marka ihlali etkileşiminin etkilerini araştırmaktadır. Gerçekçi gizlilik risklerinin deneysel teknikler kullanılarak tekrarlanması zor olduğundan, bu çalışma, en iyi bilinen dijital hizmet markalarından biri tarafından yapılan bir gizlilik politikası güncellemesi üzerinden konu ele alınmıştır. 422 dijital hizmet tüketicisi ile gerçekleştirilen anket verilerine dayanarak, sonuçlar, marka ihlali ciddiyetinin tüketicilerin mahremiyet endişelerini artırdığını gösteriyor. Gizlilikle ilgili tüketici endişeleri, dijital hizmetlerin devamının önemli bir dolaylı öncülü olarak tanımlanmaktadır. Tüketicilerin güveni, inancı ve algılanan risk, mahremiyet endişesi ile bilgi açıklama niyeti arasındaki ilişkiye aracılık etmektedir. Dijital hizmetlerde bilgi paylaşma niyeti, tüketicilerin bu hizmeti kullanmaya devam etme niyetleri üzerinde önemli bir etkiye sahip olan bir faktördür.

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