Research Article
BibTex RIS Cite

Endüstri 4.0 Devriminde Tüketici Davranışlarını Kavramak: Akıllı Telefon Markaları Üzerine Bir Araştırma

Year 2023, Issue: 62, 1 - 12, 01.07.2023
https://doi.org/10.47998/ikad.1137274

Abstract

Teknolojinin bu denli hızlı bir değişim ve dönüşüm yaşadığı günümüzde, tüketici davranışlarında da büyük farklılıkların yaşandığı gözlemlenmektedir. Teknoloji dünyasında yaşanan her bir yenilik, aynı doğrultuda tüketici algılarının da değişim yaşamasını sağlamakta ve bu değişim hayatın bütün alanında varlığını hissettirmektedir. Teknolojik unsurları ile tüketici hayatına dahil olan Endüstri 4.0 devrimi, teknolojik süreçte gerçekleşen yeniliklerin kavramsal bir çerçevede toplanmasını ve dijital dünyada pek çok yeni teknolojilerin de endüstriyel alana adapte edilmesini kapsamaktadır. Tüm bu bilgilere istinaden araştırma, artırılmış gerçeklik ve yapay zekâ uygulamalarının kabulünü etkileyen dışsal faktörlerin, farklı akıllı telefon markalarını kullanan tüketiciler üzerinde değişim gösterip göstermediği ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda güvenirliği ve geçerliliği sağlanmış olan anket formu, 499 kişiye uygulanmıştır. Araştırma kapsamında toplanan verilerin analizinde, SPSS 21.0 ve AMOS 22.0 paket programları kullanılmıştır. Gerçekleştirilen analizler neticesinde; araştırma kapsamında ele alınan akıllı telefon markalarının, algılanan kullanım kolaylığı, algılanan fayda, algılanan kalite, kullanıma yönelik niyet ve kullanım davranış değişkenlerinden her birinde tüketicilerin kullanımları açısından farklılıklar olduğu tespit edilmiştir.

References

  • Baalbaki, S., & Guzman, F. (2016). A consumer-perceived consumerbased brand equity scale. Journal of Brand Management, 23(3): 229-251. https://link.springer.com/article/10.1057/bm.2016.11
  • Banger, G. (2018). Endüstri 4.0 Ekstra. Dorlion Yayınları.
  • Banger, G. (2018). Endüstri 4.0 ve Akıllı İşletme. Dorlion Yayınları.
  • Barmola, K. & Sirivastava, S. K. (2010). The Role Of Consumer Behavior In Present Marketing Management Scenario. Productivity, 51(3): 268-275.
  • Bilici, F. & Özdemir, E. (2019). Tüketicilerin Artırılmış Gerçeklik Teknolojilerini Kullanmaya Yönelik Tutum ve Niyeti Üzerine Bir Araştırma. Business & Management Studies: An International Journal, 7(5): 2011-2033. http://dx.doi.org/10.15295/bmij.v7i5.1252
  • Byun, H., Chiu, W. & Bae, J. (2018). Exploring the Adoption of Sports Brand Apps: An Application of the Modified Technology Acceptance Model. International Journal of Asian Business and Information Management, 9(1), 52-65. http://dx.doi.org/10.4018/IJABIM.2018010105
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. Management Information Systems Research Center, 13(3): 319-340.
  • Deng, X. & Yuan, L. (2020). Integrating Technology Acceptance Model With Social Capital Theory to Promote Passive Users’ Continuance Intention Toward Virtual Brand Communities. IEEE. 73061-73070.
  • Doğan, M., Şen, R. & Yılmaz, V. (2015). İnternet Bankacılığına İlişkin Davranışların Planlanmış Davranış Teorisi ve Teknoloji Kabul Modeli Kullanılarak Önerilen Bir Yapısal Eşitlik Modeliyle İncelenmesi. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(2): 1-22. doi.org/10.12780/uusbd.89010
  • Edwardson, B., Tronvoll, B. & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. J. Acad. Market, 39: 327–339.
  • Fedorko, I., Bacik, R. & Gavurova, B. (2018). Technology acceptance model in e-commerce segment. Sciendo, 1243-1256. doi.org/10.2478/mmcks-2018-0034 Fırat, O. Zi. & Fırat, S. Ü. (2017). Endüstri 4.0 Yolculuğunda Trendler ve Robotlar. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46(2): 211-223.
  • http://dergipark.ulakbim.gov.tr/iuisletme DOI: 10.5152/iujsb.2017.005
  • Gilchrist, A. (2016). Industry 4.0: The Industrial Internet of Things. Apress.
  • Gillpatrick, T., Blunck, E. & Boğa, S. (2019). Understanding The Role of Consumer Behavior In Forecasting The Impact of Industry 4.0 and The Wave of Dıgıtal Distruption Driving Innovation In Retailing. DIEM. 4(1): 165-176.
  • Görçün, Ö. F. (2017). Endüstri 4.0. Beta Yayınları.
  • Günay, D. & Çalık, A. (2019). İnovasyon, İcat, Teknoloji ve Bilim Kavramları Üzerine. Üniversite Araştırmaları Dergisi, 2(1): 1-11.
  • Hajdu, N. & Nagy, S. (2021). Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary. Amfiteatru Economic, 56(19): 155-173.
  • Haugtvedt, A. & Krogstie, J. (2012). Mobile augmented reality for cultural heritage: A technology acceptance study. IEEE. 247-255.
  • Huang, T. & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. SpringerLink, 15: 269-295.
  • İslamoğlu, A. H. & Altunışık, R. (2008). Tüketici Davranışları. Beta Yayınları.
  • Jara, A. J., Merono, Maria C.P. & Skarmeta, A. (2012). Marketing 4.0: A new value added to the Marketing through the Internet of Things. 2012 Sixth International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing, 852-857. http://dx.doi.org/10.1109/IMIS.2012.203
  • Kalyoncuoğlu, S. (2018). Tüketicilerin Online Alışverişlerindeki Sanal Kart Kullanımlarının Teknoloji Kabul Modeli İle İncelenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(2): 193-213. https://doi.org/10.32709/akusosbil.434874
  • Ki-Bong, K. & Byoung-Gyu, C. (2019). Technology Acceptance of Industry 4.0 Applying UTAUT2: Focusing on AR and Drone Services. Journal of Information Technology Applications and Management, 26(6): 29-46. https://doi.org/10.21219/jitam.2019.26.6.029
  • Lepeyko T., Sandal, J. U. & Omarov, El. (2018). Factors Influencing Consumer Behaviour Management. Proceedings of the International Congress on Business and Marketing: Maltepe University.
  • Masrom, M. (2007). Technology Acceptance Model and E-learning, 12th International Conference on Education. Sultan Hassanal Bolkiah Institute of Education Universiti Brunei Darussalam, 1-10.
  • Martinez-Canas, R., Ruiz-Palomino, P., Linuesa-Langre, J. & Blazquez-Resino, J. J. (2016). Consumer participation in co-creation: an enlightening model of causes and effects based on ethical values and transcendent motives. Front. Psychol. 7:793. doi.org/10.3389%2Ffpsyg.2016.00793
  • Morrar, R. & Arman, H. (2017). The Fourth Industrial Revolution (Industry 4.0): A Social Innovation Perspective. Technology Innovation Management Review, 7(11): 12-20.doi.org/10.22215/timreview/1117
  • Payne, A. F., Storbacka, K. & Frow, P. (2008). Managing the co-creation of value. J. Acad. Market, 36: 83-96.
  • Ramayah, T. & Lo, M. (2007). Impact of shared beliefs on “perceived usefulness” and “ease of use” in the implementation of an enterprise resource planning system. Management Research News, 30(6): 420-431.
  • Rese, A., Schreiber, S. & Baier, D. (2014). Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews? Journal of Retailing and Consumer Services, 21(5): 869-876. doi.org/10.1016/j.jretconser.2014.02.011
  • Schiffman, L. G., Kanuk, L. & Hansen, H. (2012). Consumer Behavior. Pearson Education Limited.
  • Schiffman, L. G. & Wisenblit, J. L. (2019). Consumer Behavior. Pearson.
  • Scholz, J. & Duffy, K. (2018). We ARe at home: How augmented realityreshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44(1): 11-23. https://doi.org/10.1016/j.jretconser.2018.05.004
  • Schwab, K. (2016). The Fourth Industrial Revolution. World Economic Forum.
  • Song, Y. W. (2019). User acceptance of an artificial intelligence (AI) virtual assistant : an extension of the technology acceptance model. PhD Thesis.
  • Şahin, F. & Alkaya, A. (2018). ‘üketicilerin Çevrimiçi Şikayet Kanallarının Kullanımına Yönelik Davranışlarının Teknoloji Kabul Modeli ve Planlı Davranış Teorisi Bütünleşik Modeli Bakış Açısı ile İncelenmesi. Pesa Uluslararası Sosyal Araştırmalar Dergisi, 3(4): 87-103. doi.org/10.25272/j.2149-8385.2017.3.4.08
  • Teixeira, T. S. & Piechota, G. (2019). Unlocking the Customer Value Chain. Currency.
  • Thomas, A. M. & Veloutsou, C. (2011). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1): 1-38. doi.org/10.1016/j.jbusres.2011.07.019
  • Venkatesh V. & Davis F. D. 2000. A Theoritical Extension Of The TechnologyAcceptance Model: Four Longitudinal Field Studies. Management Science, 46(2): 186-204. http://dx.doi.org/10.1287/mnsc.46.2.186.11926
  • Venkatesh, V., Morris, M. G., Davis G. B. & Davis F. D. (2003). User Acceptance of Information Technology: Toward A Unified View. MIS Quarterly, 27(3): 425-478. https://www.jstor.org/stable/30036540
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1): 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3

Comprehending Behaviors Of The Consumer In Industry 4.0 Revolution: A Research On Smartphone Brands

Year 2023, Issue: 62, 1 - 12, 01.07.2023
https://doi.org/10.47998/ikad.1137274

Abstract

Today, when technology transforms and changes in such a way, a great difference is observed in the behaviors of the consumers. Each innovation that is experienced in the world of technology, leads to the transformation of consumers’ perceptions to the same extent and this transformation is felt in every aspect of life. The revolution of Industry 4.0 that involves the life of consumers with its technological aspects, consists of the conglomeration of the innovations that are happened in the technological period and the adaptation of quite many new technologies to the industrial field in digital life. Based on all this information, the research seeks to reveal whether the external factors affecting the acceptance of augmented reality and artificial intelligence applications, show any alteration in the consumers using the different smartphone brands. For this purpose, the survey form, the reliability, and validity of which were ensured, was applied to 499 people. SPSS 21.0 and AMOS 22.0 packaged software were used in the analysis of the data gathered within the scope of this research. As a result of the analysis made, differences were observed in terms of the usages of smartphone brands discussed within the scope of this research by consumers in each variable of perceived ease of use, perceived benefit, perceived quality, intention to use, and usage behavior.

References

  • Baalbaki, S., & Guzman, F. (2016). A consumer-perceived consumerbased brand equity scale. Journal of Brand Management, 23(3): 229-251. https://link.springer.com/article/10.1057/bm.2016.11
  • Banger, G. (2018). Endüstri 4.0 Ekstra. Dorlion Yayınları.
  • Banger, G. (2018). Endüstri 4.0 ve Akıllı İşletme. Dorlion Yayınları.
  • Barmola, K. & Sirivastava, S. K. (2010). The Role Of Consumer Behavior In Present Marketing Management Scenario. Productivity, 51(3): 268-275.
  • Bilici, F. & Özdemir, E. (2019). Tüketicilerin Artırılmış Gerçeklik Teknolojilerini Kullanmaya Yönelik Tutum ve Niyeti Üzerine Bir Araştırma. Business & Management Studies: An International Journal, 7(5): 2011-2033. http://dx.doi.org/10.15295/bmij.v7i5.1252
  • Byun, H., Chiu, W. & Bae, J. (2018). Exploring the Adoption of Sports Brand Apps: An Application of the Modified Technology Acceptance Model. International Journal of Asian Business and Information Management, 9(1), 52-65. http://dx.doi.org/10.4018/IJABIM.2018010105
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. Management Information Systems Research Center, 13(3): 319-340.
  • Deng, X. & Yuan, L. (2020). Integrating Technology Acceptance Model With Social Capital Theory to Promote Passive Users’ Continuance Intention Toward Virtual Brand Communities. IEEE. 73061-73070.
  • Doğan, M., Şen, R. & Yılmaz, V. (2015). İnternet Bankacılığına İlişkin Davranışların Planlanmış Davranış Teorisi ve Teknoloji Kabul Modeli Kullanılarak Önerilen Bir Yapısal Eşitlik Modeliyle İncelenmesi. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(2): 1-22. doi.org/10.12780/uusbd.89010
  • Edwardson, B., Tronvoll, B. & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. J. Acad. Market, 39: 327–339.
  • Fedorko, I., Bacik, R. & Gavurova, B. (2018). Technology acceptance model in e-commerce segment. Sciendo, 1243-1256. doi.org/10.2478/mmcks-2018-0034 Fırat, O. Zi. & Fırat, S. Ü. (2017). Endüstri 4.0 Yolculuğunda Trendler ve Robotlar. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46(2): 211-223.
  • http://dergipark.ulakbim.gov.tr/iuisletme DOI: 10.5152/iujsb.2017.005
  • Gilchrist, A. (2016). Industry 4.0: The Industrial Internet of Things. Apress.
  • Gillpatrick, T., Blunck, E. & Boğa, S. (2019). Understanding The Role of Consumer Behavior In Forecasting The Impact of Industry 4.0 and The Wave of Dıgıtal Distruption Driving Innovation In Retailing. DIEM. 4(1): 165-176.
  • Görçün, Ö. F. (2017). Endüstri 4.0. Beta Yayınları.
  • Günay, D. & Çalık, A. (2019). İnovasyon, İcat, Teknoloji ve Bilim Kavramları Üzerine. Üniversite Araştırmaları Dergisi, 2(1): 1-11.
  • Hajdu, N. & Nagy, S. (2021). Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary. Amfiteatru Economic, 56(19): 155-173.
  • Haugtvedt, A. & Krogstie, J. (2012). Mobile augmented reality for cultural heritage: A technology acceptance study. IEEE. 247-255.
  • Huang, T. & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. SpringerLink, 15: 269-295.
  • İslamoğlu, A. H. & Altunışık, R. (2008). Tüketici Davranışları. Beta Yayınları.
  • Jara, A. J., Merono, Maria C.P. & Skarmeta, A. (2012). Marketing 4.0: A new value added to the Marketing through the Internet of Things. 2012 Sixth International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing, 852-857. http://dx.doi.org/10.1109/IMIS.2012.203
  • Kalyoncuoğlu, S. (2018). Tüketicilerin Online Alışverişlerindeki Sanal Kart Kullanımlarının Teknoloji Kabul Modeli İle İncelenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(2): 193-213. https://doi.org/10.32709/akusosbil.434874
  • Ki-Bong, K. & Byoung-Gyu, C. (2019). Technology Acceptance of Industry 4.0 Applying UTAUT2: Focusing on AR and Drone Services. Journal of Information Technology Applications and Management, 26(6): 29-46. https://doi.org/10.21219/jitam.2019.26.6.029
  • Lepeyko T., Sandal, J. U. & Omarov, El. (2018). Factors Influencing Consumer Behaviour Management. Proceedings of the International Congress on Business and Marketing: Maltepe University.
  • Masrom, M. (2007). Technology Acceptance Model and E-learning, 12th International Conference on Education. Sultan Hassanal Bolkiah Institute of Education Universiti Brunei Darussalam, 1-10.
  • Martinez-Canas, R., Ruiz-Palomino, P., Linuesa-Langre, J. & Blazquez-Resino, J. J. (2016). Consumer participation in co-creation: an enlightening model of causes and effects based on ethical values and transcendent motives. Front. Psychol. 7:793. doi.org/10.3389%2Ffpsyg.2016.00793
  • Morrar, R. & Arman, H. (2017). The Fourth Industrial Revolution (Industry 4.0): A Social Innovation Perspective. Technology Innovation Management Review, 7(11): 12-20.doi.org/10.22215/timreview/1117
  • Payne, A. F., Storbacka, K. & Frow, P. (2008). Managing the co-creation of value. J. Acad. Market, 36: 83-96.
  • Ramayah, T. & Lo, M. (2007). Impact of shared beliefs on “perceived usefulness” and “ease of use” in the implementation of an enterprise resource planning system. Management Research News, 30(6): 420-431.
  • Rese, A., Schreiber, S. & Baier, D. (2014). Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews? Journal of Retailing and Consumer Services, 21(5): 869-876. doi.org/10.1016/j.jretconser.2014.02.011
  • Schiffman, L. G., Kanuk, L. & Hansen, H. (2012). Consumer Behavior. Pearson Education Limited.
  • Schiffman, L. G. & Wisenblit, J. L. (2019). Consumer Behavior. Pearson.
  • Scholz, J. & Duffy, K. (2018). We ARe at home: How augmented realityreshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44(1): 11-23. https://doi.org/10.1016/j.jretconser.2018.05.004
  • Schwab, K. (2016). The Fourth Industrial Revolution. World Economic Forum.
  • Song, Y. W. (2019). User acceptance of an artificial intelligence (AI) virtual assistant : an extension of the technology acceptance model. PhD Thesis.
  • Şahin, F. & Alkaya, A. (2018). ‘üketicilerin Çevrimiçi Şikayet Kanallarının Kullanımına Yönelik Davranışlarının Teknoloji Kabul Modeli ve Planlı Davranış Teorisi Bütünleşik Modeli Bakış Açısı ile İncelenmesi. Pesa Uluslararası Sosyal Araştırmalar Dergisi, 3(4): 87-103. doi.org/10.25272/j.2149-8385.2017.3.4.08
  • Teixeira, T. S. & Piechota, G. (2019). Unlocking the Customer Value Chain. Currency.
  • Thomas, A. M. & Veloutsou, C. (2011). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1): 1-38. doi.org/10.1016/j.jbusres.2011.07.019
  • Venkatesh V. & Davis F. D. 2000. A Theoritical Extension Of The TechnologyAcceptance Model: Four Longitudinal Field Studies. Management Science, 46(2): 186-204. http://dx.doi.org/10.1287/mnsc.46.2.186.11926
  • Venkatesh, V., Morris, M. G., Davis G. B. & Davis F. D. (2003). User Acceptance of Information Technology: Toward A Unified View. MIS Quarterly, 27(3): 425-478. https://www.jstor.org/stable/30036540
  • Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1): 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
There are 41 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Derya Şahin 0000-0002-5894-1554

Sevimece Karadoğan Doruk 0000-0002-8911-6207

Publication Date July 1, 2023
Submission Date June 28, 2022
Published in Issue Year 2023 Issue: 62

Cite

APA Şahin, D., & Karadoğan Doruk, S. (2023). Comprehending Behaviors Of The Consumer In Industry 4.0 Revolution: A Research On Smartphone Brands. İletişim Kuram Ve Araştırma Dergisi(62), 1-12. https://doi.org/10.47998/ikad.1137274