Abstract:

In the success and growth of, a new technological innovation presented on the market has a critical importance, but the real success towards such innovations can be achieved by the acceptance and consistency of consumers. In this regard, the study has studied whether consumer’s innovation attitudes, the impact on their conformity to technological innovation and the perceived value, which is a very effective factor in consumer decision making (Zeithaml, 1988) are mediating this relationship. Method - the data obtained from 540 smartphone users is measured by structural equality modeling of the relationships between the variables after a series of preliminary analyses. In the context of the analysis of the study, in accordance with the purpose of the research, first and foremost the responses independent control test, the common method deviation test, the identificatory analysis, the normality test, the correlation analysis, the reliability analysis, the explanatory factor analysis, the verifying factor analysis and finally the path analysis were carried out. Results - According to the findings obtained, consumer’s innovative attitudes have a significant and positive impact on both the value consumers perceive and the conformity to technological innovations. The perceived value also affects the compatibility with technological innovation in a meaningful and positive direction. In addition, the analysis has found that as consumer innovation increases with the role of partial mediation achieved, the value perceived increases the impact in compliance with technological innovation. Discussions - Although the adoption of achieved innovations includes a limited number of studies investigating the impact of consumer innovation (Jones vd., 2002; Schreier vd., 2007; Tellis vd., 2009); there has not been any studies aimed at determining the impact of the value perceived in that relationship. Since innovative individuals are considered to have a low tendency to adjust to the innovation they do not perceive value, the subjective and perceived value concept tool that changes with the change and development of goods or services has been used in the study as a variable.

Keywords: