Tüketicilerin Dijital Ürünleri Benimseme Sürecinde Değişim Temsilcileri

Öz

Teknolojideki gelişmeler, teknolojik değişimlerin gözlemlenmesini ve sürecin işletmelerde gerekli teknolojik gidişata uygun şekilde yürütülmesini sağlamıştır. Bu nedenle işletmeler yönetim stratejilerinde gerekli bazı değişiklikleri yapmışlardır. İşletmeler için süreci yönlendirmek, gerekli değişiklikleri yapmak, işverenler ve çalışanlar arasındaki koordinasyonu sağlamak, geleceğe yönelik iyi bir vizyon oluşturmak için inovasyon temsilcilerini oluşturma sürecine öncülük etmektedirler. İşletmelerde stratejik değişiklikler çerçevesinde yapılan uygulamalar, yeniliklerin toplumda doğrudan veya dolaylı olarak benimsenmesini desteklemektedir. Bu çalışma toplumda teknolojik dönüşüm için alt yapı oluşturmuştur. Teknolojik dönüşümü gerçekleştirmek için toplumun tüm kesimlerinde teknoloji bilincini oluşturmak, fırsat eşitliğinin sağlanması açısından çok önemlidir. Bu çalışmada, literatürde konuyla ilgili kaynaklar taranmış, teknolojik ürünlerin tüketiciler tarafından benimsenmesine ve algılanmasına yönelik farklı kabul modelleri araştırılmış, elde edilen veriler sentezlenmiş, teknoloji temsilcilerinin ve temsilciliklerinin görev ve sorumlulukları anlatılmıştır. Teknoloji yenilik liderlerinin işlev ve rollerinin ele alınmasına göre teknolojik ürünlerin ülkede yaygınlaşmasına katkısı, tüketicilerin dijital teknolojileri benimseme sürecine katkıları tartışılmaktadır.

Anahtar Kelimeler

• Dijital ürün
• Değişim temsilcileri
• İnovasyon
• Ürün özellikleri.

Agents of Change in Consumers' Adoption of Digital Products

Öz

Developments in technology made the observation of technologic changes and running of the process suitable to the technological course necessary in businesses. For this reason, businesses made some necessary changes in management strategies. They lead the course of directing the process for the businesses, making the necessary changes, providing the coordination between the employers and the employees, forming innovation representatives in order to establish a good vision for the future. Applications which were done in businesses in the frame of strategical changes supported the adoption of innovations in the community directly or indirectly. Thiswork established an infrastructure for technological transformation in the society. Creating the technological awareness in all segments of society to realize technological transformation is very important to provide the opportunity equality. In this study, resources related with the subject were scanned in the literature, different acceptance models intended for the adoption and perception of technological products by the consumers are investigated, the data obtained were synthesized and the duties and responsibilities of technology representatives and legations were described. Handling the functions and roles of leaders of technological innovation according to the contribution to the spreading of technological products in the country the contributions to the process of consumers’ adoption of digital technologies are argued.

Anahtar Kelimeler

• Digital product
• Change agents
• Innovation
• Product features

Kaynakça

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