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

Derya Şahin; Sevimece Karadoğan Doruk

Article Details

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

Authors:

Derya Şahin | Sevimece Karadoğan Doruk

Publisher:

Ankara Hacı Bayram Veli University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

İletişim Kuram ve Araştırma Dergisi Issue 62, pp.1-12

Document Type:

Article

Publication Date:

1/2023

Document Language:

English

Document ID (Org No.):

2001293005

pISSN:

2147-4524

Keywords:

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.

 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.

 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.

 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.

Article Details

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

Authors:

Derya Şahin | Sevimece Karadoğan Doruk

Publisher:

Ankara Hacı Bayram Veli University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

İletişim Kuram ve Araştırma Dergisi Issue 62, pp.1-12

Document Type:

Article

Publication Date:

1/2023

Document Language:

English

Document ID (Org No.):

2001293005

pISSN:

2147-4524

INDUSTRY 4.0

AUGMENTED REALITY

ARTIFICIAL INTELLIGENCE

BRAND

CONSUMER BEHAVİORENDÜSTRİ 4.0

ARTIRILMIŞ GERÇEKLİK

YAPAY ZEKA

MARKA

TÜKETİCİ DAVRANIŞLARI

Issues

Article Details

Authors: Derya Şahin | Sevimece Karadoğan Doruk

Publisher: Ankara Hacı Bayram Veli University

Main Topics: İletişim ve Medya Çalışmaları

Journal: İletişim Kuram ve Araştırma Dergisi Issue 62, pp.1-12

Document Type: Article

Publication Date: 1/2023

Document Language: English

Document ID (Org No.): 2001293005

pISSN: 2147-4524

Issues

Authors:

Derya Şahin | Sevimece Karadoğan Doruk

Publisher:

Ankara Hacı Bayram Veli University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

İletişim Kuram ve Araştırma Dergisi Issue 62, pp.1-12

Document Type:

Article

Publication Date:

1/2023

Document Language:

English

Document ID (Org No.):

2001293005

pISSN:

2147-4524