BİR İKTİDAR ALANI OLARAK ÇEVRİMİÇİ GÖZETLEME VE İLGİLİ TÜKETİCİ TUTUMLARI

Yıl 2017, 16. Ulusal İşletmecilik Kongresi, 253 - 272, 16.09.2017

Ayla Özhan Dedeoğlu , Miray Baybars

https://doi.org/10.18092/ulikidince.321964

Öz

Bireylerin sürekli olarak gözetlenmesi
yoluyla pazarlamacılar lehine yaratılan güç ve iktidar alanı, literatürdeki
gözetleme kavramına da yeni bir bakış açısıyla yaklaşılmasını gerektirmektedir.
Sürekli, yayılmacı ve sınırsız gözetleme, literatürde Bauman ve Lyon (2013)
tarafından geliştirilen “akışkan gözetim” kavramıyla karşılığını bulmuştur.
İnternet kullanıcıları, internetin ve dolayısıyla gözetlemenin kendilerine
sunduğu imkânların yanı sıra gözetlemenin tehdit edici doğasına yönelik
farkındalık ve yaklaşım geliştirip davranışlarını düzenleyerek, gözetlemeye
ilişkin tehditlere meydan okuyabilmektedir. İnternet kullanıcılarının söz
konusu gözetlemeye yönelik farkındalıkları ve çevrimiçi gözetlenmeye karşı
duygusal, bilişsel ve davranışsal düzeydeki tutumların ne şekilde oluştuğunun
anlaşılmasına yönelik tasarlanan bu çalışmada, internet kullanıcılarının
gözetlenmeye yönelik orta seviyede farkındalığa sahip olduğu sonucuna
ulaşılmıştır. Kullanıcıların gözetlemeye ilişkin orta seviyede farkındalığa
sahip olmalarına, duydukları rahatsızlığa ve bilişsel ve duygusal olarak
olumsuz tutumlarına rağmen davranışsal tutum bileşenlerinin daha kısıtlı ortaya
koydukları görülmüştür. Arkadaş gözetlemesi ve firma gözetlemesi kavramlarının
ayrı ele alındığı ve kullanıcılar tarafından da farklı değerlendirildiği
çalışmada, eğitim, yaş gibi demografik değişkenlerin de farkındalık ve tutumlara
yönelik anlamlı farklılıklara işaret ettiği bulunmuştur. 

Anahtar Kelimeler

Tüketici tutumları, çevrimiçi gözetim

Kaynakça

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