Wearable Continuance Intention: The Role of Consumption Value and Country of Origin

Öz

With the rapid development of technology, human life has undergone profound transformations across many areas, ranging from everyday practices to consumption habits. In particular, the increasing number of technology-based applications targeting consumers has made it necessary to examine in greater detail the variables that motivate individuals to accept, adopt, and continue using new technologies in the long term. In this context, this study aims to examine continuance intention toward wearable technologies in a developing market by jointly considering the theoretical framework of consumption values and the country-of-origin variable. This study was conducted through an online survey administered to Generation Z consumers, and the analyses were carried out based on data obtained from 251 participants. The findings indicate that the country of origin does not have a statistically significant effect on brand attitude. However, wearable technology brands of Chinese origin were found to exhibit higher perceived performance compared to American and Korean brands. Moreover, an examination of demographic variables reveals that women and consumers in younger age groups demonstrate a higher intention to continue using wearable technologies. In addition, both hedonic and utilitarian consumption values were found to significantly and positively predict continuance intention. The findings reveal that wearable technology brands operating particularly in emerging markets must integrate consumer value perception and demographic variances into their strategic decision-making processes. Accordingly, this study contributes to a more comprehensive understanding of consumer behavior within the context of wearable technologies and provides significant implications for the development of marketing strategies.

Anahtar Kelimeler

• wearable technology
• country of origin
• theory of consumption values
• hedonic vs. utilitarian values
• continuance intention

Etik Beyan

Ethics committee approval for this study was obtained pursuant to the decision issued by the Istanbul Aydın University Ethics Committee for Social and Human Sciences at its meeting dated July 7, 2023, and numbered 2023/06.

Giyilebilir Teknolojilerde Kullanımı Sürdürme Niyeti: Tüketim Değeri ve Menşe Ülkenin Rolü

Öz

Teknolojinin hızla gelişmesiyle birlikte insan yaşamı, gündelik pratiklerden tüketim alışkanlıklarına kadar pek çok alanda köklü dönüşümler yaşamaktadır. Özellikle tüketici odaklı teknolojik uygulamaların artışı, yeni teknolojilerin benimsenmesini ve sürdürülebilir kullanımı etkileyen faktörlerin daha ayrıntılı incelenmesini gerekli kılmıştır. Bu bağlamda çalışmanın amacı, gelişmekte olan bir pazarda giyilebilir teknolojilerin devamlı kullanım niyetini, tüketim değerleri kuramsal çerçevesini ve menşe ülke değişkenini birlikte ele alarak incelemektir. Araştırma, Gen Z tüketicilerinden çevrim içi anket yöntemiyle toplanan veriler üzerinden yürütülmüş olup, analizler 251 katılımcıdan elde edilen veriler doğrultusunda gerçekleştirilmiştir. Elde edilen bulgular, menşe ülkenin marka tutumu üzerinde istatistiksel olarak anlamlı bir etkisinin bulunmadığını göstermektedir. Buna karşılık, Çin menşeli giyilebilir teknoloji markalarının, Amerikan ve Kore menşeli markalara kıyasla daha yüksek performans algısı sergilediği tespit edilmiştir. Ayrıca demografik değişkenler incelendiğinde, kadınların ve daha genç yaş grubundaki tüketicilerin giyilebilir teknolojileri kullanmaya devam etme niyetlerinin daha yüksek olduğu belirlenmiştir. Bununla birlikte hedonik ve faydacı tüketim değerlerinin, devamlı kullanım niyetini anlamlı ve pozitif yönde yordadığı sonucuna ulaşılmıştır. Bulgular, özellikle gelişmekte olan pazarlarda faaliyet gösteren giyilebilir teknoloji markaları açısından tüketici değer algısının ve demografik farklılıkların stratejik karar süreçlerinde dikkate alınması gerektiğini ortaya koymaktadır. Bu doğrultuda çalışma, giyilebilir teknolojiler bağlamında tüketici davranışlarının daha kapsamlı biçimde anlaşılmasına katkı sunmakta ve pazarlama stratejilerinin geliştirilmesine yönelik önemli çıkarımlar sağlamaktadır.

Anahtar Kelimeler

• giyilebilir teknoloji
• menşe ülke
• tüketim değerleri kuramı
• hedonik ve faydacı değer
• kullanıma devam etme niyeti

Etik Beyan

Bu çalışma için İstanbul Aydın Üniversitesi Sosyal ve Beşeri Bilimler Etik Komisyonu'nun 07.07.2023 tarihli ve 2023/06 numaralı toplantısında verilen karar ile etik kurul onayı alınmıştır.

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