Metaverse and Consumers in the Context of the Technology Acceptance Model

Yıl 2023, , 285 - 297, 31.10.2023

Nuray Eser , Aslıhan Yavuzalp Marangoz

https://doi.org/10.17671/gazibtd.1271769

Öz

The problem of interaction with consumers in marketing is one of the issues that businesses should always solve in the first place. At this point, when we look at the history, it is possible to see that the rate of change of the communication channels used progresses in parallel with the rate of change in technology. A similar turning point such as the internet and the developing social media network in the past is experienced today with Metaverse technology. According to some, this technology, which is seen as the three-dimensional state of the internet and a hybrid world where virtual and reality meet, provides consumers with personalized, immersive experiences. In the few studies on Metaverse technology in the literature, it is seen that some theories such as The Diffusion of İnnovations, The Theory of Planned Behavior, different versions of The Technology Acceptance Model and The Unified Theory Acceptance and Use of Technology Model are used to reveal the consumers' approach to Metaverse technology. One of the most important reasons for the widespread use of the Technology Acceptance Model is that it is simple, easy and understandable. In this study, within the theoretical framework of The Technology Acceptance Model, Metaverse and changing behaviors of consumers are discussed and the reflections on consumers' purchasing intentions are interpreted. In this way, it was aimed to create a framework for marketers and content producers and to lay the groundwork for future empirical studies on this subject with the spread of Metaverse technology.

Anahtar Kelimeler

consumers, marketing, technology acceptance model, metaverse, consumer behavior

Teknoloji Kabul Modeli Çerçevesinde Metaverse ve Tüketiciler

Öz

Pazarlamada tüketicilerle etkileşim sorunu işletmelerin her zaman en başta çözmesi gereken konulardan biridir. Bu noktada tarihe baktığımızda kullanılan iletişim kanallarının değişim hızının teknoloji değişim hızına paralel bir şekilde ilerlediğini görmek mümkündür. Geçmişte internet, gelişen sosyal medya ağı gibi dönüm noktalarının bir benzeri bugün Metaverse teknolojisi ile yaşanmaktadır. Kimilerine göre internetin üç boyutlu hali kimilerine göre sanal ile gerçeğin birleştiği melez bir dünya olarak görülen bu teknoloji tüketicilere kişiselleşmiş, sürükleyici alışveriş deneyimleri yaşatmaktadır.Literatürde Metaverse teknolojisi ile ilgili olarak yapılan az sayıda araştırmalarda tüketicilerin Metaverse teknolojisi ile ilgili yaklaşımını ortaya çıkarmak için Yeniliklerin Yayılması, Planlanmış Davranış Teorisi, Teknoloji Kabul Modelinin farklı versiyonları ve Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli gibi bazı teorilerin kullanıldığı görülmektedir. Teknoloji Kabul Modelinin yaygın bir şekilde kullanılmasının en önemli sebeplerinden biri ise basit, kolay ve anlaşılır olmasıdır.Bu çalışmada Teknoloji Kabul Modeli teorik çerçevesinde Metaverse ve tüketicilerin değişen davranışları ele alınarak tüketicilerin satın alma niyetleri üzerindeki yansımaları yorumlanmak istenmiştir. Bu sayede pazarlamacılar ve içerik üreticiler için bir çerçeve oluşturmak ve Metaverse teknolojisinin yaygınlaşmasıyla birlikte gelecekte bu konuda yapılacak ampirik çalışmalara zemin oluşturmak istenmiştir.

Anahtar Kelimeler

Tüketiciler, Pazarlama, Teknoloji Kabul Modeli, Metaverse, Tüketici Davranışı

Kaynakça

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