Çevrimiçi Gizlilik ve E-Sadakat Eğilimi İlişkisi Üzerine Ülkeler Arası Bir İnceleme: Türkiye ve Rusya Arasında Bir Karşılaştırma

E-ticaret, günümüz müşteri ve kurumlarının davranış ve işleyişlerini radikal birbiçimde değiştirmiştir. Öte yandan, gitgide artan çevrimiçi alışveriş zemininde müşterilerin sadakatini sağlamak zor bir hedeftir. Literatürdeki araştırmalar, müşterilerin e-sadakat eğilimlerini etkileyebilecek çeşitli faktörler önermişlerdir ki bunlar arasında arka planda kalmış bir kavram çevrimiçi gizliliktir. Bu bakımdan, çevrimiçi gizliliğin e-sadakat eğilimleri üzerindeki etkisini incelemek hem teorik hem pratik açıdan fayda sağlayacaktır. Bununla birlikte önceki araştırmalar, müşterilerin ehizmet sağlayıcıları ile ilgili tutum ve davranışlarının bağlı bulundukları ülkesel ve kültürel koşullardan da etkilenebileceğini belirtmiştir. Bu doğrultuda araştırmamız, çevrimiçi gizlilik ve e-sadakat eğilimleri arasındaki ilişkiyi, e-ticaretin az tercih edildiği Türkiye ve Rusya kapsamında test etmektedir. Toplam 325 katılımcıdan elde edilen veri ile yapılan analizler doğrultusunda, çevrimiçi gizliliğin e-sadakat eğilimi üzerinde ememnuniyet aracılığıyla dolaylı bir etkisi olduğu bulunmuş, çevrimiçi gizlilik ve ememnuniyet ilişkisinin Türkiye'ye nazaran özellikle Rusya'da daha güçlü olduğu gözlemlenmiştir. Sonuçlarla ilgili hem teorik hem de pratik çıkarımlar ele alınmıştır

A Cross-Country Investigation of Online Privacy and E-Loyalty Intentions Relationship: A Comparison Between Turkey and Russia

E-commerce has dramatically changed the way customers and organizationsbehave and function today. Nevertheless, ensuring customer loyalty in online mediums is a challenging task. Extant literature suggests various factors that affect customers’ online loyalty intentions including online privacy, which has been an understated concept. Thus, it is critical to investigate the effect of online privacy on e-loyalty intentions. Studies have also mentioned that customers’ attitudes and behaviors in online might be affected by country and culture specific characteristics. Therefore, our study examines the relationship between online privacy and e-loyalty intentions in the context of two countries with limited e-commerce use, Turkey and Russia. Findings based on data collected from 325 participants confirm an indirect relationship between online privacy and e-loyalty intentions through e-satisfaction while online privacy - esatisfaction association has been found to be stronger in Russia than Turkey. Our study further discusses theoretical and practical implications

PDF

___

Aaker, D. A., (1996). Building Strong Brands, The Free Press, New York. Adam, A. M., Aderet, A., Sadeh, A., (2007). “Does Ethics Matter to E-Consumers”, Journal of Internet Commerce, Vol. 6, No. 2, 19-34.
Ahuja, M. K., Gupta, B., Raman, P., (2003). “An Empirical Investigation of Online Consumer Purchasing Behavior”, Communication of the ACM, Vol. 46, No. 12, 145-151.
Akbar, M., Parvez, N., (2009). “Impact of Service Quality, Trust, and Customer Satisfaction on Customers Loyalty”, ABAC Journal, Vol. 29, No. 1, 24-38.
Algesheimer, R., Dholakia, U. M., Herrmann, A., (2005). “The Social Influence of Brand Community: Evidence from European Car Clubs”, Journal of Marketing, Vol. 69 (July 2005), 19-34.
Anderson, R. E., Srinivasan, S. S., (2003). “Satisfaction and E-Loyalty: A Contingency Framework”, Psychology and Marketing, Vol. 20, No. 2, 123-138.
Arı, E., Yılmaz, V., Doğan M., (2015). “Üniversite Öğrencilerinin İnternet Üzerinden Alışverişlerine İlişkin Tutum ve Davranışların Önerilen Bir Yapısal Eşitlik Modeliyle Araştırılması”, Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt. 22, Sayı: 2, 385-399.
Baron, R. M., Kenny, D. A., (1986). “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”, Journal of Personality and Social Psychology, Vol. 51, No. 6, 1173-1182.
Başaran, B., Çelik, H., (2008). “E-hizmet Müşterileri Arasında E-hizmet Kalite Boyutlarını Algılamada Oluşan Farklılıkların İncelenmesi”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt. 17, Sayı: 3, 47-62.
Belanger, F., Hiller, J. S., Smith, W. J., (2002). “Trustworthiness in Electronic Commerce: The Role of Privacy, Security, and Site Attributes”, Journal of Strategic Information Systems, Vol. 11, No. 3-4, 245-270.
Bhattacherjee, A., (2001). “An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance”, Journal of Decision Support Systems, Vol. 32, No. 2, 201-214.
Blau, P. M., (1964). Exchange and Power in Social Life, Wiley, New York.
Bloemer, J., de Ruyter, K., Wetzels, M., (1999). “Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective”, European Journal of Marketing, Vol. 33, No. 11-12, 1082-1106.
Blut, M., (2016). “E-Service Quality: Development of a Hierarchical Model”, Journal of Retailing, Vol. 92, No. 4, 500-517.
Blut, M., Chowdhry, N., Mittal, V., Brock, C., (2015). “E-service Quality: A MetaAnalytic Review”, Journal of Retailing, Vol. 91, No. 4, 679-700.
Brislin, R., Lonner, W. J., Thorndike, R. M., (1973). Cross-Cultural Research Methods, Wiley, New York.
Capece, G., Calabrese, A., Di Pillo, F., Costa, R., Crisciotti, V., (2013). “The Impact of National Culture on E-Commerce Acceptance: the Italian Case”, Knowledge and Process Management, Vol. 20, No. 2, 102-112.
Cases, A. S., Fournier, C., Duboi, P. L., (2006). “Antecedents and Consequences of Consumer Attitudes Toward an E-Mail Campaign”, paper presented at the Direct Marketing Educational Foundation Conference, 1-6.
Chaparro-Pelaez, J., Agudo-Peregrina, A. F., Pascual-Miguel, F. J., (2016). “Conjoint Analysis of Drivers and Inhibitors of E-Commerce Adoption”, Journal of Business Research, Vol. 69, 1277-1282.
Chen, P. T., Hu, H. H. S., (2013). “The Mediating Role of Relational Benefit Between Service Quality and Customer Loyalty in Airline Industry”, Total Quality Management & Business Excellence, Vol. 24, No. 9-10, 1084-1095.
Chiu, C. M., Linb, H. Y., Sunc, S. Y., Hsu, M. H., (2009). “Understanding Customers’ Loyalty Intentions Towards Online Shopping: An Integration of Technology Acceptance Model and Fairness Theory”, Behaviour & Information Technology, Vol. 28, No. 4, 347-360.
Choi, D. H., Kim, C. M., Kim, S., Kim, S. H., (2006). “Customer Loyalty and Disloyalty in Internet Retail Stores: Its Antecedents and Its Effects on Customer Price Sensitivity”, International Journal of Management, Vol. 23, No. 4, 925- 944.
Cronin, J. J. Jr., Brady, M. K., Brand, R. R., Hightower, R. Jr., Shemwell, D. J., (1997).
“A Cross-Sectional Test of the Effect and Conceptualization of Service Value”, Journal of Services Marketing, Vol. 11, No. 6, 375-391.
Dick, A. S., Basu, K., (1994). “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, Vol. 22, 99-113.
Doong, H. S., Wang, H. C., Shih, H. C., (2008). “Exploring Loyalty Intention in the Electronic Marketplace”, Electronic Markets, Vol. 18, No. 2, 142-149.
Elahi, S., Hassanzadeh, A., (2009). “A Framework for Evaluating Electronic Commerce Adoption in Iranian Companies”, International Journal of Information Management, Vol. 29, 27-36.
Esmaeilpour, M., Hoseini, S. Y., Jafarpour, Y., (2016). “An Empirical Analysis of the Adoption Barriers of E-Commerce in Small and Medium Sized Enterprises (SMEs) with Implementation of Technology Acceptance Model”, Journal of Internet Banking and Commerce, Vol. 21, No. 2, 1-24.
Euromonitor, 2016. Travel in Russia. Link: http://www.euromonitor.com/travel-inrussia/report Erişim: Aralık 2016.
Euromonitor, 2016. Travel in Turkey. Link: http://www.euromonitor.com/travel-inturkey/report Erişim: Aralık 2016.
Fuentes-Blasco, M., Saure, I. G., Berenguer-Contri, G., Moliner-Velazquez, B., (2010).
“Measuring the Antecedents of E-Loyalty and the Effect of Switching Costs on Website”, Vol. 30, No. 11, 1837-1852.
Fullerton, G., (2005). “The Service Quality-Loyalty Relationship in Retail Services: Does Commitment Matter?”, Journal of Retailing and Consumer Services, Vol. 12, No. 2, 99-111.
Furrer, O., Liu, B. S. C., Sudharshan, D., (2000). “The Relationships Between Culture and Service Quality Perceptions: Basis for Cross-Cultural Market Segmentation and Resource Allocation”, Journal of Service Research, Vol. 2, No. 4, 355-371.
Gerbing, D. W., Anderson, J. C., (1988). “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment”, Journal of Marketing Research, Vol. 25 (May 1988), 186-192.
Gounaris, S., Dimitriadis, S., Stathakopoulos, V., (2010). “An Examination of the Effects of Service Quality and Satisfaction on Customers’ Behavioral Intentions in E-Shopping”, Vol. 24, No. 2, 142-156.
Gracia, D. B., Arino, L. V. C., Blasco, M. G., (2015). “The Effect of Culture in Forming E-Loyalty Intentions: A Cross-Cultural Analysis Between Argentina and Spain”, Vol. 18, 275-292.
Harris, L. C., Goode, M. M. H., (2004). “The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics”, Journal of Retailing, 80(2), 139-158.
Haseki, M. İ., Yaşa Ö. G. E., (2010). “Tüketicileri E-alışverişe Yönlendiren Faktörleri Belirlemeye Yönelik Bir Pilot Araştırma”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt. 19, Sayı: 3, 211-224.
Hofstede, G., (1980). Culture’s Consequences: International Differences in WorkRelated Values, Sage, Newbury Park, CA.
Hofstede, G., (2001). Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations, 2nd ed., Sage Publications, Thousand Oaks. Hofstede, G., Neuijen, B., Ohayv, D. D., Sanders, G., (1990). “Measuring Organizational Cultures: A Quantitative Study Across Twenty Cases”, Administrative Science Quarterly, Vol. 35, No. 2, 286-316.
Homburg, C., Krohmer, H., Cannon, J. P., Kiedaisch, I., (2002). “Customer Satisfaction in Transnational Buyer-Supplier Relationships”, Journal of International Marketing, Vol. 10, No. 4, 1-29.
Huang, L., (2008). “Exploring the Determinants of E-Loyalty Among Travel Agencies”, The Services Industries Journal, Vol. 28, No. 2, 239-254.
Janda, S., Trocchia, P., Gwinner, K., (2002). “Consumer Perceptions of Internet Retail Service Quality”, International Journal of Service Industry Management, Vol. 13, No. 5, 412-431.
Kaya, İ., Özen, H., (2012). “Geleneksel Mağazalar ile İnternetten Alışverişte Değer Algısı ve Satınalma Niyeti: Bir Karşılaştırma”, Istanbul University Journal of the School of Business, Cilt. 41, Sayı: 1, 13-30.
Kassim, N., Abdullah, N. A., (2010). “The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-Commerce Settings: A Cross Cultural Analysis”, Asia Pacific Journal of Marketing and Logistics, Vol. 22, No. 3, 351-371.
Kim, J. H., Kim, C., (2010). “E-Service Quality Perceptions: A Cross-Cultural Comparison of American and Korean Consumers”, Journal of Research in Interactive Marketing, Vol. 4, No. 3, 257-275.
Kim, J., Jin, B., Swinnery, J. L., (2009). “The Role of Etail Quality, E-Satisfaction and E-Trust in Online Loyalty Development Process”, Journal of Retailing and Consumer Services, Vol. 16, 239-247.
Kurtuluş, K. (2010). Araştırma Yöntemleri, 1. Baskı, Türkmen Kitabevi, İstanbul.
Laroche, M., Ueltschy, L. C., Abe, S., Cleveland, M., Yannopoulos, P. P., (2004).
“Service Quality Perceptions and Customer Satisfaction: Evaluating the Role of Culture”, Journal of International Marketing, Vol. 12, No. 3, 58-85.
Lawson-Body, A., O’Keefe, T. P., (2006). “Interorganizational Relationships in the Context of SMEs’ B2B E-Commerce”, Journal of Electronic Commerce in Organizations, Vol. 4, No. 4, 1-28
Limbu, Y. B., Wolf, M., Lunsford, D. L., (2011). “Consumers’ Perceptions of Online Ethics and Its Effects on Satisfaction and Loyalty”, Journal of Research in Interactive Marketing, Vol. 5., No. 1, 71-89.
Lin, M. J., Wang, W. T., (2015). “Examining E-Commerce Customer Satisfaction and Loyalty: An Integrated Quality-Risk-Value Perspective”, Journal of Organizational Computing and Electronic Commerce, Vol. 25, No. 4, 379-401.
Love, P. E., Irani, Z., Cheng E. W., Li H., Tse, R. Y., (2001). “An Empirical Analysis of the Barriers to Implementing E-Commerce in Small-Medium Sized Construction Contractors in the State of Victoria, Australia”, Construction Innovation, Vol. 1, 31-41.
Lu, L. C., Chang, H. H., Yu, S. T., (2013). “Online Shoppers’ Perceptions of ERetailers’ Ethics, Cultural Orientation, and Loyalty: An Exploratory Study in Taiwan”, Internet Research, Vol. 23, No. 1, 47-68.
McDonald, M., (2015). “Reviewing a Year of Russian Travel in 2015: Queries, Trends, & Western Destinations” Link: http://russiansearchmarketing.com/reviewing-ayear-of-russian-travel-queries-trends-western-destinations/ Erişim: Ocak 2017.
Meinert, D. B., Peterson, D. K., Criswell, J. R., Crossland, M. D., (2006). “Privacy Policy Statements and Consumer Willingness to Provide Personal Information”, Journal of Electronic Commerce in Organizations, Vol. 4, No. 1, 1-17.
Naumov, A. I., Puffer, S. M., (2000). “Measuring Russian Culture Using Hofstede’s Dimensions”, Applied Psychology: An International Review, Vol. 49, No. 4, 709-718.
Nyadzayo, M. W., Khajehzadeh, S., (2016). “The Antecedent of Customer Loyalty: A Moderated Mediation Model of Customer Relationship Management Quality and Brand Image”, Journal of Retailing and Consumer Services, Vol. 30, 262- 270.
OECD, (2015). OECD Digital Economy Outlook 2015, OECD Publishing, Paris. DOI: http://dx.doi.org/10.1787/9789264232440-en
Oliver, R., (1980). “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, Vol. 14, 495-507.
Oliver, R. L., (1997). Satisfaction, A Behavioral Perspective on Consumers, McGrawHill, London, Maidenhead. Oliver, R. L., (1999). “Whence Customer Loyalty”, Journal of Marketing, Vol. 63, 33- 44.
Parasuraman, A., Grewal, D., (2000). “The Impact of Technology on the Quality ValueLoyalty Chain: A Research Agenda”, Journal of the Academy of Marketing Science, Vol. 28, 168–174.
Parasuraman, A., Zeithaml, V. A., Malhotra, A., (2005). “E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality”, Journal of Service Research, Vol. 7, No. 10, 1-21
Park, J., Gunn, F., Han, S. L., (2012). “Multidimensional Trust Building in E-Retailing: Cross-Cultural Differences in Trust Formation and Implications for Perceived Risk”, Journal of Retailing and Consumer Services, Vol. 19, No. 3, 304-312.
Pereira, H. G., Salgueiro, M. F., Rita, P., (2016). “Online Purchase Determinants of Loyalty: The Mediating Effect of Satisfaction in Tourism”, Journal of Retailing and Consumer Services, Vol. 30, 279-291.
Ratnasingham, P., (1998). “Internet-Based EDI Trust and Security”, Information Management & Computer Security, Vol. 6, No. 1, 33-40.
Reibstein, D. J., (2002). “What Attracts Customers to Online Stores, and What Keeps Them Coming Back?”, Journal of the Academy of Marketing Science, Vol. 30, No. 4, 465-73.
Reichheld, F. F., (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Harvard Business School Press, Boston, MA.
Reichheld, F. F., Schefter, P., (2000). “E-Loyalty: Your Secret Weapon on the Web”, Harvard Business Review, Vol. 78, No. 4, 105-113.
Reichheld, F. F., Markey, R. G. Jr., Hopton, C., (2000). “E-Customer Loyalty Applying the Traditional Rules of Business for Online Success”, European Business Journal, Vol. 12, No. 4, 173-179.
Roman, S., (2007). “The Ethics of Online Retailing: A Scale Development and Validation from the Consumers’ Perspective”, Journal of Business Ethics, Vol. 72, 131-148.
Rust, R. T., Kannan, P. K., (2002). “The Era of E-Service”. Ed.: P. K. Kannan. EService.
New Directions in Theory and Practice (ss. 3-24). M.E. Sharpe, New York, NY.
Schwartz, S. H., (1999). “A Theory of Cultural Values and Some Implications for Work”, Applied Psychology: An International Review, Vol. 48, No. 1, 23-47.
Semejin, J., Van Riel, A. C. R., Van Birgelen, M. J. H., Streukens, S., (2005). “EServices and Offline Fulfillment: How E-Loyalty Is Created”, Managing Service Quality, Vol. 15, No. 2, 182-195.
Smith, J. B., Barclay, D. W., (1997). “The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships”, Journal of Marketing, Vol. 61, No. 1, 3–21.
Srinivasan, S. S., Anderson, R., Ponnavolu, K., (2002). “Customer Loyalty in ECommerce: An Exploration of Its Antecedents and Consequences”, Journal of Retailing, Vol. 78, No. 1, 41–50.
Starostin, V., Chernova, V. Y., (2016). “E-Commerce Development in Russia: Trends and Prospects”, Journal of Internet Banking and Commerce, Vol. 21, No. S5, 1- 16.
Statista, (2017). “Statistics and Facts About Global E-Commerce” Link: https://www.statista.com/topics/871/online-shopping/ Erişim: Aralık 2016.
Steenkamp, J. B. E. M., Geyskens, I., (2006). “How Country Characteristics Affect the Perceived Value of a Website”, Journal of Marketing, Vol. 70, No. 3, 136-150.
Sultani, I., Gharbi, J. E., (2008). “Determinants and Consequences of the Website Perceived Value”, Journal of Internet Banking and E-Commerce, Vol. 13, No. 1, 1–13.
Swaidan, Z., (2012). “Culture and Consumer Ethics”, Journal of Business Ethics, Vol. 108, 201-213.
Szymanski, D. M., Hise, R. T., (2000). “E-Satisfaction: An Initial Examination”, Journal of Retailing, Vol. 76, No. 3, 309-322.
Tarafdar, M., Zhang, J., (2008). “Determinants of Reach and Loyalty – A Study of Website Performance and Implications for Website Design”, Journal of Computer Information Systems, Vol. 48, No. 2, 16-24.
Taşkın, Ç., Öztürk, O., Sürmeli, E., Tunçay, S., (2016). “Online Hizmet Kalitesinin Öncüllerinin Yapısal Eşitlik Modelleme İle Belirlenmesi”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt. 21, Sayı: 3, 799- 817.
Thibaut, J. W., Kelley, H. H., (1959). The Social Psychology of Groups, Wiley, New York, NY.
Toufaily, E., Ricard, L., Perrien, J., (2013). “Customer Loyalty to A Commerical Website: Descriptive Meta-Analysis of the Empirical Literature and Proposal of An Integrative Model”, Journal of Business Research, Vol. 66, 1436-1447.
Turizm Güncel, (2016). “İşte Türk Tatilcilerin Rezervasyon ve Tatil Alışkanlıkları” Link: http://www.turizmguncel.com/haber/iste-turk-tatilcilerin-rezervasyon-vetatil-aliskanliklari-h27963.html Erişim: Ocak 2017.
Türker, A., Özaltın Türker, G., (2013). “Turistik Ürün Satın Alma Davranışının Teknoloji Kabul Modeli İle İncelenmesi”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt. 15, Sayı: 2, 281-312.
Vijayan, J., (2005). “Security Concerns Cloud Online Shopping”, Computerworld, December 5, 8.
Wang, Y. S., Wang, Y. M., Lin, H. H., Tang, T. I., (2003). “Determinants of User Acceptance of Internet Banking: An Empirical Research”, International Journal of Bank Marketing, Vol. 14, No. 5, 501-519.
Wolfinbarger, M. F., Gilly, M. C., (2003). “EtailQ: Dimensionalizing, Measuring and Predicting Detail Quality”, Journal of Retailing, Vol. 79, No. 3, 183-198.
Yang, Z., Peterson, R. T., (2004). “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology and Marketing, Vol. 21, No. 10, 799–822.
Yang, Z., Jun, M., Peterson, R. T., (2004). “Measuring Customer Perceived Online Service Quality”, International Journal of Operations & Production Management, Vol. 24, No. 11, 1149–1174.
Yun, Z. S., Good, L. K., (2007). “Developing Customer Loyalty from E-Tail Store Image Attributes”, Managing Service Quality, Vol. 17, No. 1, 4–22.
Zeithaml, V.A., Bitner, M. J., (2000). Services Marketing: Integrating Customer Focus Across the Firm, 2nd ed, Irwin/McGraw-Hill, London.
Zeithaml, V. A., Berry, L. L., Parasuraman, A., (1996). “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol. 60, 31–46.
Zhao, G.M., (2010). “Research on Customer Loyalty of B2C E-Commerce”, ChinaUSA Business Review, Vol. 9, No. 5, 46-52.
Zhao, X., Lynch, J. G. Jr., Chen, Q., (2010). “Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis”, Journal of Consumer Research, Vol. 37, No. 3, 197-206.