Consumer acceptance, perceived value and trust in the internet of things: The case of new generation smartwatch

Yıl 2024, Cilt: 14 Sayı: 2, 700 - 728, 25.06.2024

Hakan Kaya Suzan Coban

https://doi.org/10.30783/nevsosbilen.1426838

Öz

The main purpose of the study is to determine the effect of consumer acceptance and acceptance dimensions on perceived value and trust in new generation smart watches (NGSW), an example of Internet of Things, and to examine the mediating role of trust in the effect of smart watch consumer acceptance on perceived total value. The questionnaire developed for this purpose was applied via Google form. Explanatory and confirmatory factor analyses, normality and reliability analyses, multiple and linear regression analyses were performed on the data obtained in line with the objectives of the research. As a result of the analyses, it was found that technological functionality and aesthetic appeal among the new generation smartwatch dimensions had a significant effect on perceived total value, whereas hedonic motivation, social impact and privacy risk among the new generation smartwatch acceptance dimensions did not have a significant effect on perceived total value. The mediating role of perceived trust in the effect of NGSW acceptance dimensions on the total perceived value was examined and it was determined that there was a partial mediation effect since the total value of the NGSW acceptance dimensions decreased due to the effect of perceived trust but did not completely disappear.

Anahtar Kelimeler

Internet of Things, Perceived Value, Trust

Nesnelerin internetinde tüketici kabulü, algılanan değer ve güven etkileşimi: Yeni nesil akıllı saat örneği

Öz

Çalışmanın temel amacı, bir Nesnelerin İnterneti örneği olan yeni nesil akıllı saatlerde (YNAS) tüketici kabulü ve kabul boyutlarının algılanan değer ve güvene etkisini belirlemek ve akıllı saat tüketici kabulünün algılanan toplam değere etkisinde güvenin aracı rolünü incelemektir. Bu maksatla geliştirilen anket Google form aracılığıyla uygulanmıştır. Elde edilen verilere, araştırmanın amaçları doğrultusunda açıklayıcı ve doğrulayıcı faktör analizleri, normallik ve güvenilirlik analizleri, çoklu ve doğrusal regresyon analizleri yapılmıştır. Analiz sonucunda yeni nesil akıllı saat boyutlarından teknolojik işlevselliğin ve estetik cazibenin algılanan toplam değer üzerinde anlamlı bir etkiye sahip olduğu, buna karşın yeni nesil akıllı saat kabul boyutlarından hedonik motivasyon, sosyal etki ve gizlilik riskinin algılanan toplam değer üzerinde anlamlı bir etkiye sahip olmadığı saptanmıştır. YNAS kabul boyutlarının toplam algılanan değer üzerindeki etkisinde algılanan güvenin aracılık rolü incelenmiş ve algılanan güvenin etkisiyle YNAS kabul boyutlarının toplam değerinin azaldığı ancak tamamen ortadan kalkmadığı için kısmi aracılık etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

Nesnelerin İnterneti, Algılanan Değer, Güven

Kaynakça

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