THE INFLUENCE OF PERSONALIZED MARKETING AND DATA PRIVACY CONCERNS ON CONSUMER BEHAVIOR: THE MEDIATING ROLE OF PERCEIVED VALUE

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dc.contributor.authorOCAK, ALTUĞ
dc.date.accessioned2026-01-31T15:02:22Z
dc.date.available2026-01-31T15:02:22Z
dc.date.issued2025
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractThis study examines the complex interplay between personalized marketing (PM), data privacy concerns (DPC), perceived value (PV) and purchase intention (PI) in a sample of online consumers. The main aim of the research is to investigate the dual influence of PM and DPC on PV and PI, focusing on the mediating role of PV. To achieve this, all the data was collected through a constructed questionnaire involving 386 online consumers who have encountered PM. The questionnaire used established scales to measure PM, DPC, PV and PI. Analytical tools such as Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to validate the measurement model and test the hypotheses. The outcomes show PM positively influences both PV and PI, while DPC negatively influences PV and has a weaker effect on PI. PV was found to mediate the link between PM and PI and the relationship between DPC and PI. These results suggest that marketers need to strike a better balance between personalization and sound data privacy practices to increase PV and drive consumer behavior.
dc.identifier.doi10.31671/doujournal.1617271
dc.identifier.endpage337
dc.identifier.issn1302-6739
dc.identifier.issn1308-6979
dc.identifier.issue2
dc.identifier.startpage315
dc.identifier.trdizinid1330099
dc.identifier.urihttps://doi.org/10.31671/doujournal.1617271
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1330099
dc.identifier.urihttps://hdl.handle.net/20.500.12662/10420
dc.identifier.volume26
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofDoğuş Üniversitesi Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR-Dizin_20260128
dc.subjectPurchase intention
dc.subjectperceived value
dc.subjectconsumer behavior.
dc.subjectPersonalized marketing
dc.subjectdata privacy concerns
dc.titleTHE INFLUENCE OF PERSONALIZED MARKETING AND DATA PRIVACY CONCERNS ON CONSUMER BEHAVIOR: THE MEDIATING ROLE OF PERCEIVED VALUE
dc.typeArticle

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