Why Do Consumers Behave Differently in Personal Information Disclosure and Self-Disclosure? The Role of Personality Traits and Privacy Concern
Erdem Özkan, Ph.D.
The aim of this study is to explain differences between consumers' personal information disclosure to companies (IDC behavior) and self-disclosure in social media (SDM behavior) based on personality traits, privacy concern and types of disclosed personal information. The population consisted of consumers who are 18 and over, have one or more social media accounts, and live in Turkey. The data were collected via the online survey method and analyzed by structural equation modeling. As a result of the analyses, it was found that consumers' IDC behavior and SDM behavior differ from each other depending on the disclosed personal information. It was also found that the personality traits have direct and indirect effects on both consumers' personal information disclosure and their self-disclosure in social media, and the privacy concern was the main reason for indirect effects. Accordingly, each of these disclosure behaviors was affected by different personality traits, and the dominant traits shape them. In conclusion, it has been determined that the personality traits and privacy concern have significant roles in the differences between IDC behavior and SDM behavior.
Keywords: Consumer Behavior, Information Disclosure, Personal Information, Personality Traits, Privacy Concern, Self-Disclosure, Structural Equation Modeling
Jel Classification: M31
Tüketiciler Kişisel Bilgilerini İşletmelerle ve Kişilerle Paylaşırken Niçin Farklı Davranırlar? Kişilik Özellikleri ve Gizlilik Endişesinin Rolü
Bu çalışmanın amacı, tüketicilerin kişisel bilgilerini doğrudan işletmelerle paylaşma davranışları (IDC davranışı) ile sosyal medyada işletmeler dışındaki kişilerle paylaşma davranışları (SDM davranışı) arasındaki farklılıkları kişilik özellikleri, gizlilik endişesi ve paylaşılan bilgi türü açısından açıklamaktır. Çalışmanın anakütlesini Türkiye’de yaşayan, bir veya daha fazla sosyal medya hesabı olan, 18 yaş ve üzerindeki tüketiciler oluşturmaktadır. Çalışmanın verileri çevrimiçi anket yöntemi kullanılarak toplanmış ve yapısal eşitlik modellemesi ile analiz edilmiştir. Analizler sonucunda, tüketicilerin IDC davranışları ile SDM davranışlarının paylaşılan bilgilere bağlı olarak farklılık gösterdiği bulunmuştur. Kişilik özelliklerinin her iki bilgi paylaşma davranışını da hem doğrudan hem de dolaylı olarak etkilediği, dolaylı etkilerin ise gizlilik endişesi aracılığıyla meydana geldiği bulgusuna ulaşılmıştır. Ayrıca bilgi paylaşma davranışlarının her birinin farklı kişilik özelliklerinden etkilendiği ve baskın olan kişilik özelliklerinin farklı davranışların doğmasına neden olduğu bulunmuştur. Sonuç olarak kişilik özelliklerinin ve gizlilik endişesinin IDC davranışı ve SDM davranışı arasındaki farklılıklarda önemli rollere sahip olduğu belirlenmiştir.
Anahtar Kelimeler: Bilgi Paylaşımı, Gizlilik Endişesi, Kendini İfşa, Kişilik Özellikleri, Kişisel Bilgi, Tüketici Davranışı, Yapısal Eşitlik Modellemesi
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Volume 6, Issue 2, 2018
Received: July 22, 2018
Accepted: Sept. 30, 2018
Published: Dec. 30, 2018
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