TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER

Armagan, Ece; KUTLU KARABIYIK, BÜŞRA

TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER

Büşra KUTLU KARABIYIK, (Adnan Menderes Üniversitesi, Türkiye)

Ece ARMAĞAN (Adnan Menderes Üniversitesi, Türkiye)

Journal of Yasar University

4 0

Yıl: 2017 Cilt: 12 Sayı: 47 Sayfa Aralığı: 202 - 215 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER

Öz:

Çevrimiçi mağaza, ziyaretçileri ile olan etkileşimlerini arttırabilmek için kişiselleştirme tabanlı teknolojilerden faydalanmaktadırlar. Reklam kişiselleştirmesinin bir örneği olan çevrimiçi davranışsal reklamcılık kişilerin çevrimiçi aktivitelerinin izlenerek kişiye özel reklamlar sunulmasıdır. s. İnternet kullanıcılarının görüntüledikleri veya tıkladıkları ürün ve hizmetlerin kullanıcılara yeniden sunulması çevrimiçi reklamcılığın özel bir çeşidi olarak kabul edilmekte ve bu çalışmada ele alınan çevrimiçi davranışsal reklamcılığa örnek teşkil etmektedir. Bu çalışmanın amacı tüketicinin çevrimiçi davranışsal reklamlara karşı cevap verme davranışını ölçebilmek ve çevrimiçi davranışsal reklamların etkililiğini yorumlayabilmektir. Çevrimiçi davranışsal reklamların etkileşim kurduğu faktörler ile ilişkilerinin incelenmesi; bu tür reklamcılığın tüm yönleri ile anlaşılmasını ve çevrimiçi reklamcılık uygulamalarının gelişmesini sağlamaktadır. Çalışma çevrimiçi davranışsal reklamcılık tecrübesi olan 374 adet internet kullanıcısı üzerinde yürütülmüştür. Lojistik regresyon methodu ile incelenetüketicilerin çevrimiçi davranışsal reklamcılığı görüntüleme kararı; çevrimiçi davranışsal reklamın içeriğinin tüketiciye hitap etmesi ile pozitif ilişkili, tüketicinin mahremiyet endişesi ile ilişkisiz bulunmuştur. Aynı zamanda çevrimiçi reklamcılık uygulamalarına ilişkin güven duygusu ile mahremiyet kaygıları negatif ilişkili ve çevrimiçi davranışsal reklamcılık uygulamaları hakkında bilgi sahibi olmak mahremiyet endişesi ile ilişkisiz bulunmuştur

Anahtar Kelime:

Konular: İşletme İktisat

FACTORS THAT AFFECT CONSUMERS’ CLICKING DECISION TO ONLINE BEHAVIORAL ADVERTISING

Öz:

Most online stores benefit from personalization-based technologies to enhance their interaction with visitors. An example of advertising personalization is online behavioral advertising; is the strategy of displaying personalized ads by watching people's online activities. Resubmission of Internet users' views or clicks on products and services to users is considered a special kind of online advertising and is an example of online behavioral advertising that is addressed in this study. The purpose of this study is to be able to quantify the behavior of consumers towards online behavioral advertising and to interpret the effectiveness of online behavioral advertising. A review of the relationships that online behavioral ads engage with ensures that all aspects of such advertising are understood and the development of online advertising practices. The study was conducted on 374 internet users with online behavioral advertising experience. Decision to display online behavioral advertising for consumers surveyed by logistic regression; The content of the online behavioral advertisement was positively related to the appeal of the consumer, and was not related to the consumer's privacy concern. At the same time, confidence in online advertising practices was negatively associated with privacy concerns, and knowledge of online behavioral advertising practices was not related to privacy concerns

Anahtar Kelime:

Konular: İşletme İktisat

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	KUTLU KARABIYIK B, Armagan E (2017). TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. , 202 - 215.
Chicago	KUTLU KARABIYIK BÜŞRA,Armagan Ece TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. (2017): 202 - 215.
MLA	KUTLU KARABIYIK BÜŞRA,Armagan Ece TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. , 2017, ss.202 - 215.
AMA	KUTLU KARABIYIK B,Armagan E TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. . 2017; 202 - 215.
Vancouver	KUTLU KARABIYIK B,Armagan E TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. . 2017; 202 - 215.
IEEE	KUTLU KARABIYIK B,Armagan E "TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER." , ss.202 - 215, 2017.
ISNAD	KUTLU KARABIYIK, BÜŞRA - Armagan, Ece. "TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER". (2017), 202-215.

APA	KUTLU KARABIYIK B, Armagan E (2017). TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. Journal of Yasar University, 12(47), 202 - 215.
Chicago	KUTLU KARABIYIK BÜŞRA,Armagan Ece TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. Journal of Yasar University 12, no.47 (2017): 202 - 215.
MLA	KUTLU KARABIYIK BÜŞRA,Armagan Ece TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. Journal of Yasar University, vol.12, no.47, 2017, ss.202 - 215.
AMA	KUTLU KARABIYIK B,Armagan E TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. Journal of Yasar University. 2017; 12(47): 202 - 215.
Vancouver	KUTLU KARABIYIK B,Armagan E TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER. Journal of Yasar University. 2017; 12(47): 202 - 215.
IEEE	KUTLU KARABIYIK B,Armagan E "TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER." Journal of Yasar University, 12, ss.202 - 215, 2017.
ISNAD	KUTLU KARABIYIK, BÜŞRA - Armagan, Ece. "TÜKETİCİNİN ÇEVRİMİÇİ DAVRANIŞSAL REKLAMLARA TIKLAMA KARARINI ETKİLEYEN FAKTÖRLER". Journal of Yasar University 12/47 (2017), 202-215.