Nesnelerin İnternetinin Algılanan Değer Üzerindeki Etkisinin İncelenmesi: Bireysel Yenilikçiliğin Düzenleyici Rolü

Bu çalışmanın amacı, nesnelerinin interneti teknolojisinin, tüketicilerin algıladığı değer üzerindeki etkisinin bireysel yenilikçi-lik çerçevesinde incelenmesidir. Nesnelerin interneti kavramı işlevsellik, kullanım kolaylığı ve yapı boyutları bağlamında incelenerek, algılanan değer üzerindeki doğrudan etkileri tespit edilmiştir. Ayrıca, bireysel yenilikçilik kavramı da “doğuştan gelen yenilikçilik” bakımından ele alınmış ve iki farklı sektör için düzenleyici rolü araştırılmıştır. Çalışmanın verisi, perakende ve sağlık sektörleriyle ilgili oluşturulan senaryolar aracılığı ile 217 bireysel tüketiciden anket yöntemi ile toplanmış; Çoklu Regres-yon Analizi ve SPSS Process yöntemi kullanılarak analiz edilmiştir. Analizler sonucunda, nesnelerin internetinin işlevselliğinin, kullanım kolaylığının ve yapısının algılanan değer üzerindeki anlamlı ve olumlu etkileri tespit edilmiştir. Bireysel yenilikçiliğin düzenleyici etkisi perakende sektörü için tüm boyutlarda, sağlık sektörü için işlevsellik ve yapı boyutlarında ortaya çıkmıştır.

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