Practices implemented by brands in the context of Industry 4.0 and its reflections on consumers

With the development of technology, human life is experiencing a great change and transformation. Every technological innovation, in a sense, affects human life in a multidimensional way, and these effects make themselves visible in all areas of life. Industry 4.0, which is involved in human life with its technological dimensions, includes the collection of innovations in the technological process in a conceptual framework and the adaptation of many new technologies in the digital world to the industrial field. In general, the Industry 4.0 process is an integrated industrial approach consisting of a combination of many technological applications. With the Industry 4.0 revolution, corporations aim to have faster production power and to positively affect consumers by minimizing the error rate. In the light of these informations, the main purpose of this research is; to examine the external factors that may affect the acceptance of artificial intelligence and augmented reality technologies of brands in the technology sector and to reveal the factors that affect the consumer's adoption of augmented reality and artificial intelligence applications, which are components of industry 4.0. For this purpose the questionnaire form, whose reliability and validity has been assured, was applied to 499 people. SPSS 21.0 and AMOS 22.0 package programs were used in the analysis of the data collected within the scope of the research.As a result of the analyzes; it was concluded that while perceived ease of use and perceived usefulness variables have a positive and significant effect on intention to use, the perceived quality variable had no effect on it. Keywords: Industry 4.0, Artificial Intelligence, Augmented Reality, Technology, Consumer Behavior