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Tüketicilerin Dijital Ürünleri Benimseme Sürecinde Değişim Temsilcileri

Yıl 2022, , 578 - 595, 30.07.2022
https://doi.org/10.31592/aeusbed.1096814

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.

Kaynakça

  • Aboelmaged, M. and Gebba, T. R. (2013). Mobile banking adoption: An examination of technology acceptance model and theory of planned behavior. International Journal of Business Research and Development, 2(1), 35-50. https://doi.org/10.24102/IJBRD.V2I1.263.
  • Ajzen, I. (1991). The theory of planned behaviour. Organization Behaviour And Human Decision Process, 50, 179-211. https://doi.org/10.1016/07495978(91)90020T
  • Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37, 122-147. https://doi.org/10.1037/0003-066X.37.2.122
  • Bessant, J. and Tidd, J. (2007). Innovation and entrepreneurship. Chichester: John Wiley & Sons, Ltd.
  • Bhatt, G. D. (2001). Knowledge management in organizations: Examing the interaction bettween technologies, techniques and people. Journal of Knowledge Management, 5(1), 68-75. https://doi.org/10.1108/13673270110384419
  • Bollington, C. (2015). A change in mindset-building the digital future. Public Sector, 38, 5-9.
  • Cao, Y., Lu, Y., Gupta, S. and Yang, S. (2015). The effects of differences between e- commerce and m-commerce on the consumers’ usage transfer from online to mobile channel. Int. J. Mobile Commun. 13(1), 51-70. https://doi.org/10.1504/IJMC.2015. 065890.
  • Chitungo, S. K. and Munongo, S. (2013). Extending the technology acceptance model to mobile banking adoption in rural Zimbabwe. Journal of Business Administration and Education, 3(1), 51-79.
  • Chua, E. K. (1980). Consumer intention to deposit at banks: an empirical investigation of its relationship with attitude, normative belief and confidence, academic exercise, Faculty of Business Administration, National University of Singapore.
  • Cooper, R. B. and Zmud, R. W. (1990). Information technology implementation research: a technological diffusion approach. Management Science, 36(2), 123-139, https://doi.org/10.1287/mnsc.36.2.123.
  • Cowart, K. O., Fox, G. L. and Wilson, A. E. (2008). A structural look at consumer ınnovativeness and self-congruence in new product purchases. Psychology and Marketing, 25(12), 1111-1130. https://doi.org/10.1002/mar.20256.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of ınformation technology. Management Information Systems Research Center, 13(3), 319-40. https://doi.org/10.2307/249008.
  • Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://www.jstor.org/stable/2632151.
  • Demir, K. (2006). Rogers’ın yeniliğin yayılması teorisi ve internetten ders kaydı. Kuram ve Uygulamada Eğitim Yönetimi Dergisi, 47(47), 367-392.
  • Dickerson, M. D. and Gentry, J. W. (1983). Characteristics of adopters and nonadopters of home computers. Journal of Consumer Research, 10(2), 225-234. https://doi.org/10.1086/208961.
  • Dugger, W. E. and Satchwell, R. E. (1996). Technology for all americans: A rationale and structure for study of technology. The Technology Teacher, 56(3), 13-15.
  • Fishbein, M. and Ajzen, I. (1975). Belief, attitude, ıntention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Frambach, R.T. (1993). An integrated model of organizational and diffusion of innovations. Europen Journal Of Marketing, 25 (5), 22-41.
  • GagnonM-P, Godin G., Gagne C., Fortin, P.J., Lise Lamothe, lise, Daniel Reinharz, D. and Cloutier, A. (2003). An adaptation of the theory of interpersonal behaviour to the study of telemedicine adoptionby physician. International Journal of Medical Informatics, 71, 103—115, https://doi.org/10.1016/S1386-5056(03)00094-7.
  • Garcia, S. M. (1996). How to survive as a change agent in hostile territory: Principles of process improvement terrorism. INCOSE International Symposium, 6(1), 577–585, https://doi.org/10.1002/j.2334-5837.1996.tb02056.x.
  • Goldsmith, R. E., Clark, R. A. and Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behaviour, 5(5), 411-419, https://doi.org/10.1002/cb.189.
  • Green, R. T., and Langeard, E. (1975). A cross-national comparison of consumer habits and innovator characteristics. Journal of Marketing, 39(3), 34–41, https://doi.org/10.2307/1250899.
  • Gurbaxani, V., King, J. L., Kraemer, K. L., Jarman, S., Jason, D., Raman, K. S. and Yap, C. S. (1990). Government as the driving force toward the information society: National computer policy in Singapore.Information Society, 7, 155-185. http://dx.doi.org/10.1080/01972243.1990.9960092
  • Hamzat, S and Mabawonku, I. (2018). Influence of performance expectancy and facilitating conditions on use of digital library by engineering lecturers in universities in South-west. Nigeria Library Philosophy and Practice (e-journal), 1620.
  • Hartwick, J. and Barki, H. (1994). Explaining the role of user participation in information system use. Management Science, 40(4), 440-465, https://doi.org/10.1287/mnsc.40.4.440.
  • Heidenreich, S. and Handrich, M. (2015). What about passive innovation resistance? investigating adoption-related behavior from a resistance perspective. Journal of Product Innovation Management, 32(6), 878-903, doi: 10.1111/jpim.12161
  • Heifetz, R. A. and Linsky, M. (2017). Leadership on the line: staying alive through dangers of change. Harvard Business Scoll Press.
  • Hew, J.J., Leong, L.Y., Tan, G.W.H., Ooi, K.B. and Lee, V.H. (2019). The age of mobile social commerce: an artificial neural network analysis on its resistances. Technological Forecasting & Social Change, 144, 311-324.
  • Hill, T., Smith, N. D. and Mann, M. F. (1986). Communicating innovations: convincing computer phobics to adopt innovative technologies. Advances in Consumer Research ,13, 419-422.
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Agents of Change in Consumers' Adoption of Digital Products

Yıl 2022, , 578 - 595, 30.07.2022
https://doi.org/10.31592/aeusbed.1096814

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.

Kaynakça

  • Aboelmaged, M. and Gebba, T. R. (2013). Mobile banking adoption: An examination of technology acceptance model and theory of planned behavior. International Journal of Business Research and Development, 2(1), 35-50. https://doi.org/10.24102/IJBRD.V2I1.263.
  • Ajzen, I. (1991). The theory of planned behaviour. Organization Behaviour And Human Decision Process, 50, 179-211. https://doi.org/10.1016/07495978(91)90020T
  • Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37, 122-147. https://doi.org/10.1037/0003-066X.37.2.122
  • Bessant, J. and Tidd, J. (2007). Innovation and entrepreneurship. Chichester: John Wiley & Sons, Ltd.
  • Bhatt, G. D. (2001). Knowledge management in organizations: Examing the interaction bettween technologies, techniques and people. Journal of Knowledge Management, 5(1), 68-75. https://doi.org/10.1108/13673270110384419
  • Bollington, C. (2015). A change in mindset-building the digital future. Public Sector, 38, 5-9.
  • Cao, Y., Lu, Y., Gupta, S. and Yang, S. (2015). The effects of differences between e- commerce and m-commerce on the consumers’ usage transfer from online to mobile channel. Int. J. Mobile Commun. 13(1), 51-70. https://doi.org/10.1504/IJMC.2015. 065890.
  • Chitungo, S. K. and Munongo, S. (2013). Extending the technology acceptance model to mobile banking adoption in rural Zimbabwe. Journal of Business Administration and Education, 3(1), 51-79.
  • Chua, E. K. (1980). Consumer intention to deposit at banks: an empirical investigation of its relationship with attitude, normative belief and confidence, academic exercise, Faculty of Business Administration, National University of Singapore.
  • Cooper, R. B. and Zmud, R. W. (1990). Information technology implementation research: a technological diffusion approach. Management Science, 36(2), 123-139, https://doi.org/10.1287/mnsc.36.2.123.
  • Cowart, K. O., Fox, G. L. and Wilson, A. E. (2008). A structural look at consumer ınnovativeness and self-congruence in new product purchases. Psychology and Marketing, 25(12), 1111-1130. https://doi.org/10.1002/mar.20256.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of ınformation technology. Management Information Systems Research Center, 13(3), 319-40. https://doi.org/10.2307/249008.
  • Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://www.jstor.org/stable/2632151.
  • Demir, K. (2006). Rogers’ın yeniliğin yayılması teorisi ve internetten ders kaydı. Kuram ve Uygulamada Eğitim Yönetimi Dergisi, 47(47), 367-392.
  • Dickerson, M. D. and Gentry, J. W. (1983). Characteristics of adopters and nonadopters of home computers. Journal of Consumer Research, 10(2), 225-234. https://doi.org/10.1086/208961.
  • Dugger, W. E. and Satchwell, R. E. (1996). Technology for all americans: A rationale and structure for study of technology. The Technology Teacher, 56(3), 13-15.
  • Fishbein, M. and Ajzen, I. (1975). Belief, attitude, ıntention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • Frambach, R.T. (1993). An integrated model of organizational and diffusion of innovations. Europen Journal Of Marketing, 25 (5), 22-41.
  • GagnonM-P, Godin G., Gagne C., Fortin, P.J., Lise Lamothe, lise, Daniel Reinharz, D. and Cloutier, A. (2003). An adaptation of the theory of interpersonal behaviour to the study of telemedicine adoptionby physician. International Journal of Medical Informatics, 71, 103—115, https://doi.org/10.1016/S1386-5056(03)00094-7.
  • Garcia, S. M. (1996). How to survive as a change agent in hostile territory: Principles of process improvement terrorism. INCOSE International Symposium, 6(1), 577–585, https://doi.org/10.1002/j.2334-5837.1996.tb02056.x.
  • Goldsmith, R. E., Clark, R. A. and Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behaviour, 5(5), 411-419, https://doi.org/10.1002/cb.189.
  • Green, R. T., and Langeard, E. (1975). A cross-national comparison of consumer habits and innovator characteristics. Journal of Marketing, 39(3), 34–41, https://doi.org/10.2307/1250899.
  • Gurbaxani, V., King, J. L., Kraemer, K. L., Jarman, S., Jason, D., Raman, K. S. and Yap, C. S. (1990). Government as the driving force toward the information society: National computer policy in Singapore.Information Society, 7, 155-185. http://dx.doi.org/10.1080/01972243.1990.9960092
  • Hamzat, S and Mabawonku, I. (2018). Influence of performance expectancy and facilitating conditions on use of digital library by engineering lecturers in universities in South-west. Nigeria Library Philosophy and Practice (e-journal), 1620.
  • Hartwick, J. and Barki, H. (1994). Explaining the role of user participation in information system use. Management Science, 40(4), 440-465, https://doi.org/10.1287/mnsc.40.4.440.
  • Heidenreich, S. and Handrich, M. (2015). What about passive innovation resistance? investigating adoption-related behavior from a resistance perspective. Journal of Product Innovation Management, 32(6), 878-903, doi: 10.1111/jpim.12161
  • Heifetz, R. A. and Linsky, M. (2017). Leadership on the line: staying alive through dangers of change. Harvard Business Scoll Press.
  • Hew, J.J., Leong, L.Y., Tan, G.W.H., Ooi, K.B. and Lee, V.H. (2019). The age of mobile social commerce: an artificial neural network analysis on its resistances. Technological Forecasting & Social Change, 144, 311-324.
  • Hill, T., Smith, N. D. and Mann, M. F. (1986). Communicating innovations: convincing computer phobics to adopt innovative technologies. Advances in Consumer Research ,13, 419-422.
  • Homer P.M. and Kahle, L.R. (1988). A structural equation of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646, https://doi.org/10.1037/0022-3514.54.4.638.
  • Huy, Q. N., Corley, K. G. and Kraatz, M. S. (2014). From support to mutiny: shifting legitimacy judgments and emotional reactions ımpacting the ımplementation of radical change. Academy of Management Journal, 57(6) 1650–1680, https://doi.org/10.5465/amj.2012.0074.
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  • Lule, I., Omwansa, T., K. and Waema, T. M. (2012). Application of technology acceptance model (TAM) in M-banking adoption in Kenya. International Journal of Computing and ICT Research, 6(1), 31-43, http://www.ijcir.org/volume6number1/article4.pdf.
  • Mani, Z. and Chouk, I. (2019). Impact of privacy concerns on resistance to smart services: does the ‘big brother effect’ matter? Journal of Marketing Managment, 35:1460–1479. doi: 10.1080/0267257X.2019.1667856.
  • Mbanaja, F. (2016). A qualitative phenomenological study: Healthcare employees’experiences with technology changes, 10022993 D.M., Colorado Technical University, 26(3), https://www.innovation.cc/scholarlystyle/2021_26_3_2_rawden_studyhealthcare.pdf, Erişim tarihi:09.03.2022.
  • Mohr, J., Sengupta, S. and Stanley, S. (2009). Marketing of high-technology products and innovations, Prentice Hall, 2009.
  • Morosan, C. and DeFranco, A. (2016). It’s about time: revisiting UTAUT2 to examine consumers’ intentions to use nfc mobile payments in hotels. International Journal of Hospitality Management, 53, 17–29. https://doi.org/10.1016/j.ijhm.2015.11.003.
  • Muk, A. ve Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising. Journal of Business Research,68(1),1-6.
  • Munir, A. R. (2013). Acceptance of mobile banking services in makassar: A technology acceptance model approach. IOSR Journal of Business and Management (IOSR-JBM) ,7(6), 52-59, https://doi.org/10.9790/487X-0765259.
  • Narayanan, V. K. (2001). Managing technology and innovation for competitive advantage, Prentice-Hall, United States of America. Nysveen, H. and Pedersen, P. E. (2016). Consumer adoption of RFID-enabled services. Applying an extended UTAUT model. Information Systems Frontiers,18(2),293–314. https://doi.org/10.1007/s10796-014-9531-4.
  • Plouffe, C. R., Hulland, J. and Vandenbosch, M. (2001). Richness versus parsimony in modeling technology adoption decisions: understanding merchant adoption of a smart cardbased payment system. Information Systems Research, 12, 2, 208-22.
  • Rice, R. E. and Leonardi, P. M. (2014). Information and communication technologies in organizations. In L. L. Putnam & D. K. Mumby (Eds.), The Sage handbook of organizational communication (pp. 425–448). Thousand Oaks, CA: Sage.
  • Rogers, E. M. (1995). Diffusion of innovations (4th ed.). New York: Free Press.
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  • Rogers, E. M. (2003). Diffusion of innovations. NY, A Division Of Simon & Schuster, İnc.
  • Sainger, G. (2018). Leadership in the digital age: a study on the role of a leader in this era of digital transformation. International Journal on Leadership, 6, 1-6.
  • Sayid, O., Echchabi, A. and Aziz, H.A. (2012). Investigating mobile money acceptance in somalia: An empirical study. Pak. J. Commer. Soc. Sci., 6(2), 269-281.
  • Schwarzmüller, T., Brosi, P., Duman, D. and Welpe, I.M. (2018). How does the digital transformation affect organizations? key themes of change in work design and leadership. Management Review, 29(2), 114-138, https://doi.org/10.5771/093599152018-2-114.
  • Schallmo, D. R. A., Williams, C. A. and Shalimo, D. (2018). History of digital transformation, in business, S.B.I. (Ed.), Digital transformation now!, Springer International Publishing, Germany, https://doi.org/10.1007/978-3-319-72844-5_23-8.
  • Sheikh, A., Sood, H. S. and Bates, D.W. (2015). Leveraging health ınformation technology to achieve the‘triple aim’of healthcare reform. Journal of the American Medical Informatics Association, 22(4), 849-856, https://doi.org/10.1093/jamia/ocv022.
  • Singh, S. (2006). Cultural differences in, and ınfluences on consumers’ propensity to adopt ınnovations. International Marketing Review. 23(2): 173-191, https://doi.org/10.1108/02651330610660074
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  • Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly: Management Information Systems, 27(3), 425–478. https://doi.org/10.2307/30036540.
  • Venkatesh, V., Thong, J. Y. L. and Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412.
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  • Yu, C. S. (2012). Factors affecting individuals to adopt mobile banking: empirical evidence from the UTAUT model. Journal of Electronic Commerce Research, 13(2), 104-21.
Toplam 81 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Gizem Şebnem Beydoğan 0000-0001-6940-9486

Cihat Kartal 0000-0003-2390-8268

Yayımlanma Tarihi 30 Temmuz 2022
Gönderilme Tarihi 1 Nisan 2022
Yayımlandığı Sayı Yıl 2022

Kaynak Göster

APA Beydoğan, G. Ş., & Kartal, C. (2022). Tüketicilerin Dijital Ürünleri Benimseme Sürecinde Değişim Temsilcileri. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(2), 578-595. https://doi.org/10.31592/aeusbed.1096814