The effect of tendencies on technological marketing innovations of smart device user consumers on attitude towards using, mediator role of perceived usefulness and perceived ease of use

Technology which begins with the history of humanity and continue till the present, is the development of tools, equipment and systems that make people's lives easier. One of the most important technological innovations that is widely used today is the smart devices. Smart devices can connect to other devices via the internet, exchange data and provide solutions to consumers'problems. While some consumers prefer to benefit from the advantages of technological innovations such as smart devices, others see these innovations as change, worry about the problems they may bring and resist their use. According to the results obtained in the research part of this thesis, technology readiness and its sub-variables which are called optimism and innovativeness has a positive and significant effect while insecurity has negative and significant effect on both perceived ease of use and perceived usefulness. Technology resistance and its sub-variables such as usage barrier, value barrier and traditional barrier have effect negative and significant effect on both perceived ease of use and perceived usefulness. On the other hand, perceived ease of use and perceived usefulness have positive and significant effect on attitude towards use. And finally, perceived ease of use has a partial mediating effect on attitude towards use through perceived usefulness and perceived usefulness has a partial mediating effect on attitude towards use through perceived ease of use.