YYenilikçi Teknolojilere Direnç: Trend Ürün ve Hizmetler Örneği

Yıl 2025, Cilt: 25 Sayı: 4, 328 - 352, 29.12.2025

Nilşah Cavdar Aksoy

https://doi.org/10.18037/ausbd.1664756

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

Proje Numarası

FBA-2023-1210

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

Etik Beyan

Ethical approval for this study was obtained from Galatasaray University (E-65364513-050.02.99-51498/2023/018)

Destekleyen Kurum

Galatasaray University

Proje Numarası

FBA-2023-1210

Teşekkür

This research is funded by Galatasaray University (Research Project No. FBA-2023-1210). The author thanks Galatasaray University Scientific Research Projects Commission.

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