The Role of Utilitarian and Hedonic Value on Purchase Intention of Wearable Technologies: The Mediation Effect of Consumer Innovativeness

Yıl 2022, Cilt: 21 Sayı: 3, 1244 - 1269, 31.07.2022

Fatih Şahin , Cevat Söylemez

https://doi.org/10.21547/jss.1101801

Öz

Wearable technology products are becoming increasingly prevalent gradually. Noticeably, with the development of artificial intelligence technologies, the importance of machine learning has increased and wearable technologies play a key role in feeding the big data that needed for this process. Recognizing the ever-increasing market volume, examining the behavior of consumers using wearable technological products is important for technology companies and marketing managers, and to understanding the behavior of consumers using these products to market activities. Besides that, it considered that the effective role of innovation in the factors that affect the intention of consumers using wearable technological products to continue using or purchase these products is a crucial topic. Related to this context, in this study, the effect of hedonic and utilitarian product value, which is thought to influence consumers’ intention to purchase wearable technological products, on direct purchase intention and the moderating role of consumer innovativeness in this interaction investigated. In this study, 314 samples collected, for analysis process of research data validity and research assumptions, confirmatory factor analysis and structural equation modelling techniques employed. In addition, the study examined the mediation role of the consumer innovativeness with the SPSS Process Macro software. The findings show that hedonic, utilitarian and perceived product value have a direct effect on consumers’ intention to purchase wearable technological products. Besides, consumer innovativeness has mediation role in between hedonic and utilitarian value and purchase intention. These results show that the effect of hedonic and utilitarian value on purchase intention is greater when consumer innovativeness is high.

Anahtar Kelimeler

Wearable Technologies, Consumer Innovativeness, Hedonic Value, Utilitarian Value, Mediation Effect

Giyilebilir Teknoloji Ürünlerinde Faydacı ve Hedonik Değerin Satın Alma Niyeti Üzerindeki Rolü: Tüketici Yenilikçiliğinin Düzenleyici Etkisi

Öz

Giyilebilir teknolojik ürünler her geçen gün giderek daha popüler hale gelmektedir. Özellikle yapay zeka teknolojilerinin de gelişimi ile makine öğrenmesinin önemi artmış ve bu süreç için ihtiyaç duyulan büyük verinin temininde giyilebilir teknolojiler kilit bir rol üstlenmektedir. Sürekli artan pazar hacmi göz önüne alındığında giyilebilir teknolojik ürünleri kullanan tüketicilerin davranışlarının incelenmesi teknoloji firmaları ve pazarlama yöneticileri açısından önem arz ettiği gibi genel olarak pazarlama faaliyetleri açısından da bu ürünleri kullanan tüketicilerin davranışlarının anlaşılması önem taşımaktadır. Diğer taraftan giyilebilir teknolojik ürünleri kullanan tüketicilerin bu ürünleri kullanmaya devam etme veya satın alma niyetlerini etkileyen unsurlar üzerinde yenilikçiliğin etkin rolünün de incelenmesi gereken konulardan biri olduğu değerlendirilmektedir. Bu kapsamda ele alınan bu çalışmada tüketicilerin giyilebilir teknolojik ürün satın alma niyetleri üzerinde etkisi olduğu düşünülen hedonik, faydacı ve algılanan ürün değerinin doğrudan satın alma niyeti üzerindeki etkisi ile tüketici yenilikçiliğinin bu etkileşimdeki düzenleyici rolü araştırılmıştır. 314 örneklemden elde edilen veri kullanılarak araştırmanın varsayımları doğrulayıcı faktör analizine tabi tutularak yapısal eşitlik modellemesi ile analiz edilmiştir. Ayrıca tüketici yenilikçinin düzenleyici rolü ise SPSS Process Macro programı ile incelenmiştir. Elde edilen bulgular tüketicilerin giyilebilir teknolojik ürün satın alma niyetleri üzerinde hedonik, faydacı ve algılanan ürün değerinin doğrudan etkisi olduğunu ortaya koymuştur. Diğer taraftan bu etki üzerinde tüketici yenilikçiliğinin düzenleyici rolüne bakıldığında ise hedonik ve faydacı değer ile satın alma niyeti arasındaki ilişkinin tüketici yenilikçiliği tarafından düzenlendiği değerlendirilebilir. Elde edilen bu sonuç tüketici yenilikçiliğinin yüksek olması durumunda hedonik ve faydacı değerin satın alma niyetine etkisinin daha fazla olduğunu ortaya koymuştur.

Anahtar Kelimeler

Giyilebilir Teknoloji, Tüketici Yenilikçiliği, Hedonik Değer, Faydacı Değer, Düzenleyici Etki

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