Factors that affect young consumers? adoption of smart phones as a high-tech innovation

With the digital revolution encountered during 1970?s, the development of both countries and technology sectors became connected to high-tech innovations that they offer to market. The sustainability of progress depends on the diffusion of the high-tech innovations. At this point, adoption of high-tech innovations is getting an important issue for young consumers, who are the primary target audience of technology sectors. This study intends to define the factors that affect young consumers? adoption of high-tech innovations regarding smart phones. To reach this objective, Decomposed Theory of Planned Behavior which synthesizes the advantageous aspects of Diffusion of Innovations, Theory of Planned Behavior and Technology Acceptance Models, is used as a theoretical base. The model is extended with certain variables that are compatible with the aim and the design of the study.The study is conducted with a sample of students chosen from Anadolu University. Structural Equation Modelling is used for testing the measurement model and estimating the casual relationships in the structural model. The results of the study showed that, young consumers engage in rational decision processes during their adoption of high-tech innovations. Compatibility is an important factor in the young consumers adoption of high-tech innovations. Cost is the most significant barrier between young consumers and high-tech innovations. On the other hand, the self-presentation and extention of self functions of high-tech innovations engender social influence on young consumers. The use of these innovations are becoming a standart ability for young consumers. Another finding of the study is that, the technology is becoming a space for young consumers which gender effects are blurring.