Kişiselleştirilmiş Tekliflere Yönelik Psikolojik Reaksiyonu Etkileyen Faktörlerin İncelenmesi

Abstract

The aim of this study is to examine the factors which effect psychological reactance toward personalized offers on websites. In this concept, the effect of privacy concerns, website reputation, perceived personalization and time pressure on psychological reactance towards personalized offers while controlling demografic characteristics was investigated. In this study, the data obtained from 269 participants with online survey was analyzed by Hierarchical Regression Analysis.

According to the findings of the study, privacy concerns, website reputation and time pressure have a significant effect on psychological reactance toward personalized offers. In addition, while privacy concerns and time pressure have positive effect on psychological reactance toward personalized offers, website reputation has negative effect on psychological reactance toward personalized offers.