Consumer Perception of Planned Obsolescence: A Research on Smartphone Owners

Özet

Purpose- This study aims to reveal the effects of planned obsolescence application types perceived by consumers on consumer satisfaction and subsequent consumer behavior. Design/methodology/approach –Research data were collected by online questionnaire method. The snowball sampling method was used in the research. Smart PLS structural equation modeling program was used to analyze the obtained data. The research model, created based on the literature research, was tested with structural equation modeling analysis. Findings- Structural equation modeling analysis results show that perceived technological obsolescence has a positive effect on satisfaction, while perceived psychological obsolescence has a negative effect on satisfaction. Perceived quality obsolescence did not have a significant effect on satisfaction. Satisfaction has a positive effect on repurchase intention and positive word of mouth. On the other hand, it was found that satisfaction had a negative effect on regret and negative word of mouth Discussion- According to the research results, the significant effect of perceived technological obsolescence on satisfaction can be interpreted as consumers expecting technological innovation from smartphone manufacturers. The negative effect of perceived psychological obsolescence on satisfaction can be interpreted as supporting psychological obsolescence through advertising and marketing efforts, creating dissatisfaction in consumers. Therefore, businesses should be careful in advertising and marketing efforts to avoid consumer dissatisfaction. In this sense, it should not be forgotten that satisfaction will negative impact regret and negative word-of-mouth communication.