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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Suontama, Julia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-05-03T05:42:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-05-03T05:42:38Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/80857", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n kvantitatiivisen tutkimuksen tavoitteena oli selvitt\u00e4\u00e4, mitk\u00e4 tekij\u00e4t vaikuttavat kuluttajien asenteisiin kohdennettua mainontaa kohtaan. Lis\u00e4ksi tutkimuksessa haluttiin selvitt\u00e4\u00e4, kuinka asenne k\u00e4ytt\u00e4ytymiseen perustuvaa kohdennettua mainontaa kohtaan heijastuu kuluttajan haluun v\u00e4ltt\u00e4\u00e4 sit\u00e4, sek\u00e4 ottaisivatko kuluttajat mieluummin vastaan kohdistamattomia mainoksia turvaten paremmin yksityisyydensuojansa. Tutkimuksen teoriassa pohjataan mainonnan kohdentamisprosesseihin, joita on tunnistettu aiemmassa tutkimuskirjallisuudessa. Sen lis\u00e4ksi teoriassa keskityt\u00e4\u00e4n aiempaan mainonnan asennetutkimukseen. Aiemmista tutkimuksista koottua mallia muokattiin tuoden se verkkoymp\u00e4rist\u00f6iss\u00e4 tapahtuvan mainonnan kohdentamisen kontekstiin siten, ett\u00e4 asenteen mainontaa kohtaan odotettiin muodostuvan yksityisyydensuojahuolten ja koettujen hy\u00f6tyjen vaikutuksesta. Muodostuneella asenteella odotettiin olevan suora vaikutus mainonnan v\u00e4ltt\u00e4miseen. Luottamuksella, avoimuudella ja ymm\u00e4rryksell\u00e4 odotettiin olevan my\u00f6nteinen vaikutus yksityisyydensuojahuoliin. Tutkimus toteutettiin verkossa jaettavalla kyselylomakkeella, johon saatiin 129 vastausta. Kyselylomake kehitettiin aiempien teorioiden pohjalta ja lomakkeella testattiin kuutta tutkimusmallissa esitetty\u00e4 hypoteesia. Hypoteeseista nelj\u00e4 sai tilastollisesti merkitsev\u00e4\u00e4 tukea. Tulokset osoittivat, ett\u00e4 osana asenteen muodostumista kuluttaja puntaroi h\u00e4nelle kohdennetun mainonnan hy\u00f6tyj\u00e4 ja haittoja, ja asenne vaikuttaa edelleen haluun ottaa vastaan kohdennettuja mainoksia. Kokonaisuutena tulokset ovat linjassa aiemman mainonnan asennetutkimuksen kanssa. Tutkimuksessa havaittiin, ett\u00e4 ilmi\u00f6 on haasteellinen ja sit\u00e4 kannattaisi tutkia lis\u00e4\u00e4 laadullisin menetelmin. Kiinnostavia jatkotutkimusehdotuksia ovat etenkin yksityisyyden paradoksi sek\u00e4 kuluttajan ymm\u00e4rryksen tason vaikutus asenteeseen k\u00e4ytt\u00e4ytymist\u00e4 perustuvaa kohdennettua mainontaa kohtaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-05-03T05:42:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-05-03T05:42:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "74", "language": "", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "OBA", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kohdennettu mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "k\u00e4ytt\u00e4ytymiseen perustuva mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "K\u00e4ytt\u00e4ytymiseen perustuva kohdennettu mainonta verkossa : hy\u00f6dyllist\u00e4 sis\u00e4lt\u00f6\u00e4 vai kuluttajan yksityisyyden rikkomista?", "language": "", "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-202205032521", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "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": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "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.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "t\u00e4sm\u00e4markkinointi", "language": null, "element": 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