Analyzing the effects of digital transformation, smart and innovative technologies on consumer purchasing behaviors with the technology acceptance model: An application in the white goods industry

The technoloji is developing day by day. Advances in technology have accelerated the effect of digital transformation. The effects of digital transformation are seen in many areas such as health, automotive, electronics and education, as well as in the home appliance. Enriched with technological and innovative products, the sector is part of a world that is smarter, more innovative, more accessible and full of digital experiences. Smart products enrich human life and create a new future to increase the level of social welfare. Innovative and smart products that add value to daily life quality in the digital age and make living at home comfortable, form a new strategy through a radical change. Smart products provide a wide range of work with networked components. Mechanical components enable communication between themselves. The concept of digital transformation, which stands out in the white goods sector, is introduced to the market with new generation products of industry 4.0 technologies. The assessment of consumer acceptance of products with integrated smart and innovative systems or technologies with the technology acceptance model and its effect on consumer purchasing intention was examined. In the study, the acceptance of smart and innovative technologies in the white goods sector by consumers was investigated, the technology acceptance model and the consumer acceptance process were evaluated and its effect on consumer purchasing behavior was examined. Based on the literature research, 7 hypotheses were formed in accordance with the dimensions of the Technology acceptance model. Research data, 341 data were obtained from individuals over the age of 18 who live in Manisa, know digital transformation technologies, use white goods products. Analyzes were applied to evaluate the sample and hypotheses. The positive relationship between the variables of perceived ease of use, perceived usefulness, attitude and intention has been proven.