Perakende sektöründe teknolojik hizmet inovasyonun benimsenmesi

The continuous and increasing speed of technology is directly affecting human behaviour. Human nature accepts some innovations and changes as they are, while resists to accept others. It is not possible to use technology effectively in the retail area without knowing the impact of technological innovations on the customers and the perspectives of customers against such innovations. For this reason, it is of enormous importance for customers to adopt this innovation to achieve success and ensure sustainability of the business models related to technological service innovations. The objective of this study is to investigate the complex structure of the adoption process of the technological service innovation by customers in detail. In light of the comprehensive literature study, The Unified Theory of Acceptance and Use of Technology (UTAUT2) model extended with personal innovativeness (PI) was decided to be used. The extended form of UTAUT2 model was developed and tested for a technological service innovation named "Mkolay" which is actively being used in 28 stores of a major retailer. Research data was collected from 217 participants via online questionnaire and analyzed with Smart PLS 2.0 program using PLS-SEM method. Research findings showed that the potential users' (customers) intention to use technological service innovation was influenced by performance expectations (PE), effort expectations (EE), social influence (SI) and personal innovativeness (PI) variables (R2 = 0.688). From that perspective, practitioners need to focus not only on which technological service innovation they will invest in, but also on how to encourage the adoption of the relevant innovation by users.