(The Role of Consumer Innovativeness in Adoption to Technological Innovation: Mediating Effect of Perceived Value)

Abstract

Purpose - Although a new technological innovation introduced to the market is critical to the success and growth of businesses, the main success for these innovations can be achieved with the acceptance and adaptation of consumers. Accordingly, the study investigated whether the effect of consumers’ innovative attitudes on their adaptation to technological innovation and whether perceived value (Zeithaml, 1988), which is a highly influential factor in consumers’ decision making, mediates this relationship. Design/methodology/approach - After the data obtained from 540 smartphone users were subjected to some preliminary analysis, the relationships between variables were measured by structural equation modeling. Within the scope of the analysis of the study, in accordance with the purpose of the study, firstly, independence check test of answers, common method deviation test, descriptive analysis, normality test, correlation analysis, reliability analysis, explanatory factor analysis, confirmatory factor analysis and finally path analysis were performed. Findings - According to the findings, the innovativeness of the consumers affects both the perceived value of the consumers and the adaptation towards technological innovations in a significant and positive way. The perceived value also affects the adaptation towards technological innovation in a significant and positive way. In addition, it has been determined that as consumer innovativeness increases with the partial mediation role achieved as a result of the analysis, the effect of perceived value on adaptation to technological innovation strengthens. Discussion - Although there are a limited number of studies investigating the impact of consumer innovativeness in the adoption of innovations (Jones et al., 2002; Schreier et al., 2007; Tellis et al., 2009); No study has been found to determine the effect of the perceived value in the said relationship. Since it is thought that the tendency of innovative individuals to adapt to innovation, which they do not perceive value, will be low, the concept of perceived value, which is subjective and changes with the change and development of goods or services, was used as a mediator in the study.