Nesnelerin İnternetinin Algılanan Değer Üzerindeki Etkisinin İncelenmesi: Bireysel Yenilikçiliğin Düzenleyici Rolü

Yıl 2019, Cilt: 20 Sayı: 2, 233 - 258, 31.12.2019

Utku Çoban Öznur Özkan Tektaş

https://doi.org/10.17494/ogusbd.672831

Cited By: 2

Öz

Bu çalışmanın amacı, nesnelerinin interneti teknolojisinin, tüketicilerin algıladığı değer üzerindeki etkisinin bireysel yenilikçi-lik çerçevesinde incelenmesidir. Nesnelerin interneti kavramı işlevsellik, kullanım kolaylığı ve yapı boyutları bağlamında incelenerek, algılanan değer üzerindeki doğrudan etkileri tespit edilmiştir. Ayrıca, bireysel yenilikçilik kavramı da “doğuştan gelen yenilikçilik” bakımından ele alınmış ve iki farklı sektör için düzenleyici rolü araştırılmıştır. Çalışmanın verisi, perakende ve sağlık sektörleriyle ilgili oluşturulan senaryolar aracılığı ile 217 bireysel tüketiciden anket yöntemi ile toplanmış; Çoklu Regres-yon Analizi ve SPSS Process yöntemi kullanılarak analiz edilmiştir. Analizler sonucunda, nesnelerin internetinin işlevselliğinin, kullanım kolaylığının ve yapısının algılanan değer üzerindeki anlamlı ve olumlu etkileri tespit edilmiştir. Bireysel yenilikçiliğin düzenleyici etkisi perakende sektörü için tüm boyutlarda, sağlık sektörü için işlevsellik ve yapı boyutlarında ortaya çıkmıştır.

Anahtar Kelimeler

Nesnelerin İnterneti, Algılanan Değer

Kaynakça

• Ashton, K. (2009). That 'Internet of Things' Thing, http://www.rfidjournal.com/articles/pdf?4986 (Erişim tarihi, 18.06.2019). Balaji, M. S., ve Roy, S. K. (2017). Value co-creation with Internet of things technology in the retail industry. Journal of Marketing Management, 33(1-2), 7-31. Bandyopadhyay, D., ve Sen, J. (2011). Internet of things: Applications and challenges in technology and standardization. Wireless Personal Communications, 58(1), 49-69. Bremer, A. (2015). Diffusion of the “Internet of Things” on the world of skilled work and resulting consequences for the man–machine interaction. Empirical Research in Vocational Education and Training, 7(1), 8. Burns, A.C. ve Bush R.F. (2015). Pazarlama Araştırması. Çeviri Editörü: Fatma Demirci Orel, Nobel Yayınları, Ankara. Chao, C. W., Reid, M., ve Mavondo, F. (2013). Global consumer innovativeness and consumer electronic product adoption. Asia Pacific Journal of Marketing and Logistics, 25(4), 614-630. Chen, L. D., Gillenson, M. L., ve Sherrell, D. L. (2004). Consumer acceptance of virtual stores: a theoretical model and critical success factors for virtual stores. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 35(2), 8-31. Chen, S., Xu, H., Liu, D., Hu, B., ve Wang, H. (2014). A vision of IoT: Applications, challenges, and opportunities with china perspective. IEEE Internet of Things journal, 1(4), 349-359. Clark, R. A., ve Goldsmith, R. E. (2006). Global innovativeness and consumer susceptibility to interpersonal influence. Journal of Marketing Theory and Practice, 14(4), 275-285. Coughlan, T., Brown, M., Mortier, R., Houghton, R. J., Goulden, M., ve Lawson, G. (2012, November). Exploring Acceptance and Consequences of the Internet of Things in the Home. In Green Computing and Communications (GreenCom), 2012 IEEE International Conference on (pp. 148-155). IEEE. Danneels, E. (2004). Disruptive technology reconsidered: A critique and research agenda. Journal of product innovation management, 21(4), 246-258. Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results (Doctoral dissertation, Massachusetts Institute of Technology). Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. Dodds, W. B., Monroe, K. B., ve Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319. Düger, Y. S., ve Kahraman, H. (2017). Online Alışverişte Hizmet Kalitesinin ve Algılanan Değerin Müşteri Memnuniyeti ile Tekrar Satın Alma Niyeti Üzerindeki Etkisi. Journal of International Social Research, 10(54). Evanschitzky, H., Iyer, G. R., Pillai, K. G., Kenning, P., ve Schütte, R. (2015). Consumer trial, continuous use, and economic benefits of a retail service innovation: The case of the personal shopping assistant. Journal of Product Innovation Management, 32(3), 459-475. Gao, L., ve Bai, X. (2014). A unified perspective on the factors influencing consumer acceptance of internet of things technology. Asia Pacific Journal of Marketing and Logistics, 26(2), 211-231. Gao, Y., Li, H., ve Luo, Y. (2015). An empirical study of wearable technology acceptance in healthcare. Industrial Management & Data Systems, 115(9), 1704-1723. Gefen, D., ve Straub, D. (2003). Managing user trust in B2C e-services. e-Service, 2(2), 7-24. Goldsmith, R. E. (2002). Explaining and predicting consumer intention to purchase over the internet: an exploratory study. Journal of Marketing Theory and Practice, 10(2), 22-28. Goldsmith, R. E., ve Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the academy of marketing science, 19(3), 209-221. Gupta, S., ve Kim, H. W. (2010). Value‐driven Internet shopping: The mental accounting theory perspective. Psychology & Marketing, 27(1), 13-35. Ha, S., ve Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571. Haller, S., Karnouskos, S., ve Schroth, C. (2008, September). The internet of things in an enterprise context. In Future Internet Symposium (pp. 14-28). Springer, Berlin, Heidelberg. Hassanein, K., ve Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708. Heinonen, K. (2004). Reconceptualizing customer perceived value: the value of time and place. Managing Service Quality: an international journal, 14(2/3), 205-215. Hellier, P. K., Geursen, G. M., Carr, R. A., ve Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7(3), 283-295. Hirunyawipada, T., ve Paswan, A. K. (2006). Consumer innovativeness and perceived risk: implications for high technology product adoption. Journal of consumer marketing, 23(4), 182-198. Hsu, C. L., ve Lin, J. C. C. (2016). An empirical examination of consumer adoption of Internet of Things services: Network externalities and concern for information privacy perspectives. Computers in Human Behavior, 62, 516-527. Huang, T. L., ve Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15(2), 269-295. Hurt, H. T., Joseph, K., ve Cook, C. D. (1977). Scales for the measurement of innovativeness. Human Communication Research, 4(1), 58-65. Jeong, S. C., Kim, S. H., Park, J. Y., ve Choi, B. (2018). Domain-specific innovativeness and new product adoption: A case of wearable devices. Telematics and Informatics, 34(5), 399-412. Kavak, B. (2013). Pazarlama ve pazar araştırmaları tasarım ve analiz. Ankara: Detay Yayıncılık. Kortuem, G., ve Kawsar, F. (2010, November). Market-based user innovation in the Internet of Things. In Internet of Things (IOT), 2010 (pp. 1-8). IEEE. Kotler, P. Kotler ve Pazarlama. İstanbul: Akçalı Ajans Agora Kitaplığı; 2015. Kotler, P., Kartajaya, H., ve Setiawan, I. Pazarlama 4.0 Gelenekselden Dijitale Geçiş. İstanbul: Optimist Yayım Dağıtım San. ve Tic. Ltd. Şti; 2017. Krotov, V. (2017). The Internet of Things and new business opportunities. Business Horizons, 60(6), 831-841. Lapierre, J. (2000). Customer-perceived value in industrial contexts. Journal of business & industrial marketing, 15(2/3), 122-145. Lassar, W. M., Manolis, C., ve Lassar, S. S. (2005). The relationship between consumer innovativeness, personal characteristics, and online banking adoption. International Journal of Bank Marketing, 23(2), 176-199. Lee, I., ve Lee, K. (2015). The Internet of Things (IoT): Applications, investments, and challenges for enterprises. Business Horizons, 58(4), 431-440 Lu, Y., Papagiannidis, S., ve Alamanos, E. (2018). Internet of Things: A systematic review of the business literature from the user and organisational perspectives. Technological Forecasting and Social Change. Mathwick, C., Malhotra, N., ve Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment 1. Journal of retailing, 77(1), 39-56. Mazumdar, T. (1993). A value based orientation to new product planning. Journal of consumer marketing, 10(1), 28-41. Metallo, C., Agrifoglio, R., Schiavone, F., ve Mueller, J. (2018). Understanding business model in the Internet of Things industry. Technological Forecasting and Social Change. Nakip, M. (2013). Pazarlamada Araştırma Teknikleri. Seçkin Yayıncılık. Nasution, R. A., ve Garnida, N. (2010, July). A review of the three streams of consumer innovativeness. In Technology Management for Global Economic Growth (PICMET), 2010 Proceedings of PICMET'10: (pp. 1-11). IEEE. Nunnally, J. C. ve Bernstein, I. H. (1994). Psychological theory. MacGraw-Hill. Pal, D., Funilkul, S., Charoenkitkarn, N., ve Kanthamanon, P. (2018). Internet-of-things and smart homes for elderly healthcare: An end user perspective. IEEE Access, 6, 10483-10496. Pantano, E., ve Servidio, R. (2012). Modeling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279-286. Rau, P. L. P., Huang, E., Mao, M., Gao, Q., Feng, C., ve Zhang, Y. (2015). Exploring interactive style and user experience design for social web of things of Chinese users: A case study in Beijing. International Journal of Human-Computer Studies, 80, 24-35. Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of business research, 57(6), 671-677. Rogers EM. 1983. Diffusion of Innovations. New York: Free. 3rd ed. Roy, S. K., Balaji, M. S., Quazi, A., ve Quaddus, M. (2018). Predictors of customer acceptance of and resistance to smart technologies in the retail sector. Journal of Retailing and Consumer Services, 42, 147-160. Singh, D., Tripathi, G., ve Jara, A. J. (2014). A survey of Internet-of-Things: Future vision, architecture, challenges and services. In Internet of things (WF-IoT), 2014 IEEE world forum on (pp. 287-292). IEEE. Steenkamp, J. B. E., Hofstede, F. T., ve Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. The Journal of Marketing, 55-69. Sweeney, J. C., ve Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220. Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296. Tellis, G. J., Yin, E., ve Bell, S. (2009). Global consumer innovativeness: Cross-country differences and demographic commonalities. Journal of International Marketing, 17(2), 1-22. Venkatesh, V., Morris, M. G., Davis, G. B., ve Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478. Venkatraman, M. P., ve Price, L. L. (1990). Differentiating between cognitive and sensory innovativeness: Concepts, measurement, and implications. Journal of Business Research, 20(4), 293-315. Whitmore, A., Agarwal, A., ve Da Xu, L. (2015). The Internet of Things—A survey of topics and trends. Information Systems Frontiers, 17(2), 261-274. Yılmaz, C. (2010). Online alışverişte algılanan değer, memnuniyet, güven ve sadakat arasındaki ilişki. Cumhuriyet Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi. Sivas. Yılmaz, M. B., ve Kavanoz, S. (2017). Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli-2 Ölçeğinin Türkçe Formunun Geçerlik ve Güvenirlik Çalışması. Electronic Turkish Studies, 12(32). Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22. Zitkiene, R., Markeviciute, G., ve Mickeviciene, M. (2017, October). The Determinants of Consumer Behaviour Influencing the Smart Technology Recognition and Acceptance. In International Conference at Brno University of Technology, Faculty of Business and Management.