Examination of consumers' smart home appliance purchase decision through the technology acceptance model dimensions: Smart cooking machine example

This research was conducted to expand the literature on the technology acceptance model and to identify the impact of smart home appliances, especially those aiding in cooking, on consumer behavior. The adoption of smart home appliances like "smart cooking devices" is a subject not sufficiently addressed in the literature, and this study aims to fill this gap. The study tested the validity and reliability of the model's measurement dimensions using confirmatory factor analysis and structural equation modeling. The findings indicate that, given the relatively new nature of smart home appliances, widely accepted norms have not yet formed. With consumers' experiences with this technology being limited, individual experiences and user feedback come to the forefront. These findings suggest that consumers place more importance on their personal beliefs and perceptions than their social circles when deciding to adopt IoT technology. The study also highlights the importance of perceived ease of use and brand trust. Ease of use and perceived benefits have emerged as the primary factors determining consumers' tendencies to accept technology. Brand trust shows that consumers' trust in a brand positively affects their intentions to use the brand's products and the perceived benefits. These findings reveal the significant role of brand trust in influencing consumers' perceptions and purchase decisions regarding smart home appliances. Regarding switching costs, the study mentions the effect of various factors and how these effects may vary across different sectors and product categories. The research addresses consumers' hesitations and potential challenges in transitioning from traditional to smart home appliances when evaluating the impact of switching costs in the context of smart home appliances. The most significant challenge in planning the production of electrical home appliances is changes in consumer behavior. In the smart home appliances segment, the effective benefit of the Internet of Things technology is determined by the user's attitude. Various variables, from switching costs to perceived benefits, influence consumer behavior and can be critical in making economic decisions. The Technology Acceptance Model has been used in many areas to demonstrate the adoption of technology. However, studies determining whether consumers accept smart appliances aiding in cooking and under what conditions are almost non-existent. Given the need to eat, people spend a significant portion of their lives cooking, and turning to ready-made food and industrial eats has led to health problems. Therefore, this study has attempted to understand consumers' attitudes towards smart home appliances, with a focus on the "smart cooking device" example.