Internet of things, loyalty and reliability interaction in value creation process: A research in Ankara

The main purpose of marketing is to create superior customer value. For this reason, businesses wanted to create value for customers and gain loyal customers by taking into account the wishes and needs of customers in everything they do. Businesses have benefited from different technologies to do this better and easier. Today, the rapid development in the field of digital technologies has led to the emergence of the Internet and the Internet of Things. Parallel to this development, the marketing 5.0 era, which also includes technologies that imitate people, has been passed. Since the main task of marketing is to create consumer value, the subject of this study is the value creation process and the effect of the Internet of Things technology used in this process on value and loyalty. In the study, new generation smart watches, one of the wearable technologies of the Internet of Things, are discussed. The main purpose of the study is to analyze the interaction between perceived value, loyalty and trust of acceptance dimensions of smart watches as an example of Internet of Things.From this point of view, identifying the effect of superior functionality, aesthetic appeal, ease of use, technology participation, hedonic motivation, social impact and privacy risk on the perceived total value and the relationship between consumer loyalty and reliability of the dimensions, which are the new generation smart watch acceptance dimensions, is to determine the madiating effect of perceived value and trust in the perceived value -trustworhiness relationship of the İnternet of Things phenomenon. Within the scope of the research, 202 new generation smart watch users were surveyed with an online survey. IBM SPSS, IBM AMOS and PROCESS software programs were used in the analysis of the obtained data. While performing the analysis, the data were tested with explanatory factor analysis, confirmatory factor analysis, correlation analysis and multiple regression analysis. As a result of these analyzes, it has been determined that technological functionality and aesthetic appeal from the new generation smartwatch dimensions have a significant effect on the perceived total value, whereas hedonic motivation, social impact and privacy risk from the new generation smartwatch dimensions do not have a significant effect on the perceived total value. It has been determined that there is a partial mediation effect of the perceived total value on the effect of new generation smart watch acceptance dimensions on loyalty, perceived trust has a partial mediation effect on the effect of new generation smart watch acceptance dimensions on perceived total value, perceived trust has a partial mediation effect on the effect of perceived total value on loyalty, and perceived trust has a partial mediation effect. It has been determined that the total value perceived in the effect of commitment has a partial mediation effect. Keywords: Internet of Things, Perceived Value, Technology Acceptance Model, Smartwatches, Trust, Loyalty.