The Mediating Role of Hedonic and Utilitarian Value in The Impact of Consumer Innovation on The Intention to Continue Using Smartwatches

Year 2021, Volume: 5 Issue: 2, 705 - 726, 31.05.2021

Bülent Yıldız Dilber Nilay Kütahyalı

https://doi.org/10.29023/alanyaakademik.870648

Abstract

As in every field, innovation is inevitable in the field of technology, which is perhaps one of the areas where innovation is experienced the most. Another sector that has its share of this technological change is the smart watch. Smart watch usage is increasingly common. In this context, in this study, the effect of the innovativeness features of consumers using smart watches on the intention to continue using smart watches was investigated. In addition, the mediating role of hedonic and utilitarian value in this effect has been investigated. For this purpose, structural equation model and process macro analysis were carried out. As a result of the analysis, it has been determined that consumer innovativeness significantly affects hedonic and utilitarian value. It was found that hedonic and utilitarian values also significantly affect the intention to continue using the smart watch. As a result of the mediation test, it was determined that hedonic and utilitarian value have a strong intermediary effect on the effect of consumer innovativeness on the intention to continue using smart watches. Analysis findings show that consumer innovativeness has no direct effect on intention to use. This intention is realized through strong hedonic and utilitarian value perception.

Keywords

Smartwatch, consumer innovation, hedonic and utilitarian value

Tüketici Yenilikçiliğinin Akıllı Saat Kullanmaya Devam Etme Niyeti Üzerindeki Etkisinde Hedonik ve Faydacı Değerin Aracı Rolü

Abstract

Her alanda olduğu gibi teknoloji alanında da yenilik kaçınılmazdır ki yeniliğin belki de en çok yaşandığı alanların başında gelmektedir. Bu teknolojik değişimden nasibini alan bir sektör de akıllı saattir. Akıllı saat kullanım alışkanlığı ise giderek yaygınlaşmaktadır. Bu bağlamda bu çalışmada akıllı saat kullanan tüketicilerin yenilikçilik özelliklerinin akıllı saat kullanımına devam etme niyeti üzerindeki etkisi araştırılmaktadır. Ayrıca bu etkide hedonik ve faydacı değerin aracılık rolü araştırılmıştır. Bu amaçla yapısal eşitlik modeli ve process makro analizleri gerçekleştirilmektedir. Yapılan analizler neticesinde tüketici yenilikçiliğinin hedonik ve faydacı değeri anlamlı olarak etkilediği tespit edilmektedir. Hedonik ve faydacı değerin de akıllı saat kullanımına devam etme niyetini anlamlı olarak etkilediği bulgusuna ulaşılmaktadır. Yapılan aracılık testi sonucunda ise tüketici yenilikçiliğinin akıllı saat kullanımına devam etme niyeti üzerindeki etkisinde hedonik ve faydacı değerin güçlü aracılık etkisi olduğu tespit edilmektedir. Analiz bulguları göstermektedir ki tüketici yenilikçiliğinin kullanım niyeti üzerinde direkt etkisi bulunmamaktadır. Bu niyet güçlü olarak hedonik ve faydacı değer algısı üzerinden gerçekleşmektedir.

Keywords

Akıllı saat, tüketici yenilikçiliği, hedonik ve faydacı değer

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