Tüketicilerin Akıllı Robot Süpürgeleri Kullanma Niyeti Üzerinde İyimserlik ve Yenilikçiliğin Rolü

Öz

Bu çalışma, tüketicilerin akıllı robot süpürgeleri gelecekte kullanma niyeti üzerinde iyimserlik ve yenilikçiliğin etkilerini incelemektedir. Smart PLS programı ile yapısal eşitlik modeli kullanılarak yapılan analizler, iyimserlik ve yenilikçiliğin tüketicilerin robot süpürge teknolojisini gelecekte kullanma niyetlerini anlamlı ve pozitif yönde etkilediğini ortaya koymaktadır. Ayrıca Smart PLS programında yapılan çoklu grup analizi sonucunda iyimserlik, özellikle genç bireyler arasında akıllı robot süpürgeleri gelecekte kullanma niyetini şekillendiren önemli bir faktör olarak öne çıkmaktadır. Ek olarak 34 yaş ve altı katılımcılarda, 35 yaş ve üzerindekilere göre iyimserlik ile gelecekte kullanım niyeti arasında daha güçlü bir ilişki bulunduğu belirlenmiştir. Yenilikçilik boyutunda da cinsiyet bazında farklılıklar bulunmaktadır. Yenilikçilik, kadınlar için olumlu bir etki yaratırken, erkekler için küçük de olsa olumsuz bir etki ortaya çıkartmaktadır. Son olarak medeni durum değişkeninin model üzerinde herhangi bir değişikliğe yol açmadığı belirlenmiştir. Çalışmada ortaya çıkan bu sonuçlar, teknoloji benimseme süreçlerinde psikolojik faktörlerin ve demografik özelliklerin önemli bir rol oynadığını göstermektedir. Çalışmanın sonuçları, pazarlama stratejilerinin iyimserlik ve yenilikçilik boyutlarına odaklanarak şekillendirilmesi gerektiğini ortaya çıkartmaktadır. Genç tüketicilere yönelik olumlu tutumları güçlendiren ve yenilikçiliği teşvik eden pazarlama iletişimi mesajları işletmeler açısından önem arz etmektedir. Çalışmaya göre akıllı ev yardımcılarının pazarlama çabalarında kadın tüketicilerin ilgisini çekmek için yenilikçi özelliklere vurgu yapılması pazarlama çabalarını ileriye taşıyacaktır. Belirli bir coğrafi alana, teknolojik hazır olma indeksinin sadece iki boyutuna, akıllı robot süpürge ürününe odaklanılması ve zaman kısıtları araştırmanın sınırlılıklarını oluşturmaktadır.

Anahtar Kelimeler

• İyimserlik
• Yenilikçilik
• Akıllı Robot Süpürge
• Yapısal Eşitlik Modeli

The Role of Optimism and Innovativeness on Consumers' Intention to Use Smart Robot Vacuum Cleaners

Öz

This study examines the effects of optimism and innovativeness on consumers' future intention to use smart robot vacuum cleaners. Analyses using structural equation modelling with Smart PLS software reveal that optimism and innovativeness significantly and positively affect consumers' intention to use robot vacuum cleaner technology in the future. In addition, due to the multiple group analysis conducted in the Smart PLS programme, optimism stands out as an important factor shaping the intention to use smart robot vacuum cleaners in the future, especially among young individuals. In addition, it was determined that there was a stronger relationship between optimism and future usage intention in participants aged 34 years and younger than those aged 35 years and older. There are also gender-based differences in the innovativeness dimension. While innovativeness has a positive effect on women, it has a negative effect on men. Finally, it was determined that the marital status variable did not lead to any change in the model. These results show that psychological factors and demographic characteristics are important in technology adoption. The study results reveal that marketing strategies should focus on optimism and innovation. Marketing messages reinforcing positive attitudes towards young consumers and encouraging innovation are essential for businesses. According to the study, emphasising innovative features to attract female consumers in the marketing efforts of smart home assistants will move marketing efforts forward. Focusing on a specific geographical area, only two dimensions of the technological readiness index, the smart robot vacuum cleaner product, and time constraints constitute the limitations of the research.

Anahtar Kelimeler

• Optimism
• Innovativeness
• Smart Robot Vacuum
• Structural Equation Modelling

Kaynakça

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