YYenilikçi Teknolojilere Direnç: Trend Ürün ve Hizmetler Örneği

Öz

Tüketiciler zaman zaman belirli ürün ve hizmetlere karşı direnç gösterebilmektedir. Bu çalışmada, önemli bir pazar payına sahip, trend, bireyler tarafından tanınan ve sevilen teknolojik ürün veya hizmetlere odaklanılmakta ve bu bağlamdaki direnç davranışı ele alınmaktadır. Çalışmanın amacı, trend, tanınan ve sevilen teknoloji ürün ve hizmetlerine direnç gösteren bireylerin bir segment olarak önemini vurgulamak ve böylelikle, başarının sürdürülebilmesi için içgörü üretmektir. Çalışma kapsamında, mobil ödeme, çevrim içi bankacılık, robot süpürgeler, kablosuz elektrikli (dikey) süpürgeler ve sıcak hava fritözleri (Air fryer) alanlarındaki direnç davranışını analiz etmek için otuz kişiyle derinlemesine görüşmeler yapılmıştır. Verilerin tematik analiz sonuçlarına dayanarak direnci meydana getiren şu bariyerler keşfedilmiştir: kullanım engeli, değer engeli, risk engeli, gelenek engeli, imaj engeli, kişisel faktörler, algılanan kontrol, gizlilik ve güvenlikle ilgili endişeler, korku ve kaygı. Bulgulara dayanarak teorik ve sektörel çıkarımlar geliştirilmiştir.

Anahtar Kelimeler

• Teknoloji direnci
• yenilik direnci
• tüketici direnci
• direnç bariyerleri

Resistance towards Innovative Technologies: The Case of Trending Products and Services

Öz

Consumers may occasionally be resistant to certain products and services. This study focuses on technology products or services that have a large market share, are trendy and well-known, and appreciated by consumers. In this context, resistance behavior is examined. The aim of this research is to highlight the relevance to individuals who oppose trendy, well-known, and popular technological products and services as a segment, and thereby generate insights for long-term success. The study included in-depth interviews with thirty individuals to investigate resistance behavior in the areas of mobile payment, online banking, robotic vacuum cleaners, cordless vacuum cleaners, and Air fryers. Based on the results of the thematic analysis, it was discovered that there are several barriers, including the following: the usage barrier, the value barrier, the risk barrier, the tradition barrier, the image barrier, personal factors, perceived control, concerns regarding privacy and security, and fear and anxiety. Theoretical and sectoral implications have been developed based on the findings.

Anahtar Kelimeler

• Technology resistance
• innovation resistance
• consumer resistance
• resistance barriers

Kaynakça

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