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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rautiainen, Teemu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-10T16:11:30Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-10T16:11:30Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103350", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalisen sis\u00e4ll\u00f6n lis\u00e4\u00e4ntyess\u00e4 verkossa yrityksill\u00e4 on haasteena erottautua kilpailijoistaan ja j\u00e4\u00e4d\u00e4 kohderyhm\u00e4ns\u00e4 mieleen. Teknologian kehittymisen my\u00f6t\u00e4 asiakastietojen ker\u00e4\u00e4misest\u00e4 verkossa on kuitenkin tullut helpompaa, mik\u00e4 mahdollistaa markkinointiviestinn\u00e4n paremman kohdentamisen ja personoinnin kuluttajille. My\u00f6s kuluttajat haluavat vastaanottaa henkil\u00f6kohtaisempaa viestint\u00e4\u00e4 ja palvelua yrityksilt\u00e4, mutta saadakseen n\u00e4m\u00e4 hy\u00f6dyt heid\u00e4n tulee hyv\u00e4ksy\u00e4 tietojen ker\u00e4\u00e4minen itsest\u00e4\u00e4n, mik\u00e4 voidaan kokea uhkaksi yksityisyydelle. T\u00e4ss\u00e4 tutkielmassa syvennyt\u00e4\u00e4n t\u00e4h\u00e4n personointi-yksityisyys paradoksiksi kutsuttuun ilmi\u00f6\u00f6n ja pyrit\u00e4\u00e4n selvitt\u00e4m\u00e4\u00e4n tietojen luovuttamista koskevaan p\u00e4\u00e4t\u00f6ksentekoon vaikuttavia tekij\u00f6it\u00e4. Tutkielman tavoitteena on selvitt\u00e4\u00e4, miten luottamus palveluntarjoajaan rakentuu verkossa ja miten se vaikuttaa tietojen luovuttamiseen personointia varten. Tutkielma toteutettiin kvantitatiivisin menetelmin mobiilisovellusten kontekstissa. Aineisto (N=103) ker\u00e4ttiin s\u00e4hk\u00f6ist\u00e4 kyselylomaketta hy\u00f6dynt\u00e4en suomalaisten kuluttajien keskuudesta ja analysoitiin k\u00e4ytt\u00e4en osittaisen pienimm\u00e4n neli\u00f6summan rakenneyht\u00e4l\u00f6mallinnusta (PLS-SEM). Rakennetun tutkimusmallin avulla testattiin mekanismeja, joilla l\u00e4pin\u00e4kyvyys, kontrolli, luottamus, havaitut personoinnin hy\u00f6dyt ja yksityisyyshuolet vaikuttavat aikomukseen luovuttaa tietoja. Tuloksista havaittiin, ett\u00e4 l\u00e4pin\u00e4kyvyys ja kontrolli lis\u00e4\u00e4v\u00e4t luottamusta palveluntarjoajaan, luottamus lis\u00e4\u00e4 havaittuja personoinnin hy\u00f6tyj\u00e4 ja v\u00e4hent\u00e4\u00e4 yksityisyyshuolia, havaitut personoinnin hy\u00f6dyt lis\u00e4\u00e4v\u00e4t ja yksityisyyshuolet puolestaan v\u00e4hent\u00e4v\u00e4t aikomusta luovuttaa tietoja personointia varten. Lis\u00e4analyysin j\u00e4lkeen havaittiin, ett\u00e4 luottamuksen vaikutukset aikomukseen luovuttaa tietoja tapahtuu v\u00e4lillisesti havaittujen personoinnin hy\u00f6tyjen ja yksityisyyshuolien kautta eiv\u00e4tk\u00e4 suorasti, niin kuin hypoteesissa oletettiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-10T16:11:30Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-10T16:11:30Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "54", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Luottamuksen vaikutus kuluttajan aikomukseen luovuttaa tietojaan personointia sis\u00e4lt\u00e4vi\u00e4 palveluita vastaan", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506105150", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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