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Metaverse and Consumers in the Context of the Technology Acceptance Model

Yıl 2023, Cilt: 16 Sayı: 4, 285 - 297, 31.10.2023
https://doi.org/10.17671/gazibtd.1271769

Öz

The problem of interaction with consumers in marketing is one of the issues that businesses should always solve in the first place. At this point, when we look at the history, it is possible to see that the rate of change of the communication channels used progresses in parallel with the rate of change in technology. A similar turning point such as the internet and the developing social media network in the past is experienced today with Metaverse technology. According to some, this technology, which is seen as the three-dimensional state of the internet and a hybrid world where virtual and reality meet, provides consumers with personalized, immersive experiences. In the few studies on Metaverse technology in the literature, it is seen that some theories such as The Diffusion of İnnovations, The Theory of Planned Behavior, different versions of The Technology Acceptance Model and The Unified Theory Acceptance and Use of Technology Model are used to reveal the consumers' approach to Metaverse technology. One of the most important reasons for the widespread use of the Technology Acceptance Model is that it is simple, easy and understandable. In this study, within the theoretical framework of The Technology Acceptance Model, Metaverse and changing behaviors of consumers are discussed and the reflections on consumers' purchasing intentions are interpreted. In this way, it was aimed to create a framework for marketers and content producers and to lay the groundwork for future empirical studies on this subject with the spread of Metaverse technology.

Kaynakça

  • P. D. Monica & G.S. Darma, “Digital Marketing Strategy for Balinese Handicrafts Facing the Metaverse Era. CHANNEL”, Jurnal Komunikasi, 10(1), 73-84, 2022.
  • K. Israfılzade, “Marketing in the Metaverse: A Sceptical Viewpoint of Opportunities and Future Research Directions”, The Eurasia Proceedings of Educational and Social Sciences, 24, 53-60, 2022.
  • M. Yorulmaz & S. Alnıpak, “Yönetici düzeyindeki gemi adamlarının elektronik seyir teknolojileri kullanımının teknoloji kabul modeli ile incelenmesi”, OPUS International Journal of Society Researches, 16(29), 1928-1954, 2020.
  • M. Fishbein & I. Ajzen, “Misconceptions about the Fishbein model: Reflections on a study by Songer-Nocks”, Journal of Experimental Social Psychology, 12(6), 579-584, 1976.
  • F.D. Davis, “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS quarterly, 319-340,1989.
  • I. Ajzen, “The theory of planned behavior”, Organizational behavior and human decision processes, 50(2), 179-211,1991.
  • H. Van der Heijden, T. Verhagen & M. Creemers, “Understanding online purchase intentions: contributions from technology and trust perspectives”, European journal of information systems, 12(1), 41-48, 2003.
  • J. H. Sharp, “Development, extension, andapplication: a review of the technology acceptance model”, Director, 7(9), 2006.
  • A.H. Turan & F.B. Özgen, “Türkiye’de E-Beyanname Sisteminin Benimsenmesi: Geliştirilmiş Teknoloji Kabul Modeli ile Ampirik Bir Çalışma”, Doğuş Üniversitesi Dergisi, 10(1), 134-147, 2009.
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  • S. C. Chen, L. Shing-Han & L. Chien-Yi, “Recent related research in technology acceptance model: A literatu rereview”, Australian journal of business and management research, 1(9), 124, 2011.
  • P. Surendran, “Technology acceptance model: A survey of literatüre”, International Journal of Business and Social Research, 2(4), 175-178, 2012.
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  • F.D. Davis, R. P. Bagozzi & P.R. Warshaw, “User acceptance of computer technology: A comparison of two theoretical models”, Management science, 35(8), 982-1003, 1989.
  • F.D. Davis & V. Venkatesh, “A critical assessment of potential measurement biases in the technology acceptance model: three experiments”, International journal of human-computerstudies, 45(1), 19-45,1996.
  • V. Venkatesh & H. Bala, “Technology acceptance model 3 and a research agenda on interventions”, Decision sciences, 39(2), 273-315, 2008. D. Lee, J. Moon & Y. Kim, “The effect of simplicity and perceived control on perceived ease of use”, 2007.
  • H. P. Shih, “Extended technology acceptance model of Internet utilization behavior”, Information &management, 41(6), 719-729, 2004.
  • S. Agrebi & J. Jallais, “Explain the intention to use smart phones for mobile shopping”, Journal of retailing and consumer services, 22, 16-23, 2015.
  • C. Yılmaz & A. Tümtürk, “İnternet üzerinden alışveriş niyetini etkileyen faktörlerin genişletilmiş teknoloji kabul modeli kullanarak incelenmesi ve bir model önerisi”, Yönetim ve Ekonomi, 22(2), 355-384, 2015.
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Teknoloji Kabul Modeli Çerçevesinde Metaverse ve Tüketiciler

Yıl 2023, Cilt: 16 Sayı: 4, 285 - 297, 31.10.2023
https://doi.org/10.17671/gazibtd.1271769

Öz

Pazarlamada tüketicilerle etkileşim sorunu işletmelerin her zaman en başta çözmesi gereken konulardan biridir. Bu noktada tarihe baktığımızda kullanılan iletişim kanallarının değişim hızının teknoloji değişim hızına paralel bir şekilde ilerlediğini görmek mümkündür. Geçmişte internet, gelişen sosyal medya ağı gibi dönüm noktalarının bir benzeri bugün Metaverse teknolojisi ile yaşanmaktadır. Kimilerine göre internetin üç boyutlu hali kimilerine göre sanal ile gerçeğin birleştiği melez bir dünya olarak görülen bu teknoloji tüketicilere kişiselleşmiş, sürükleyici alışveriş deneyimleri yaşatmaktadır.Literatürde Metaverse teknolojisi ile ilgili olarak yapılan az sayıda araştırmalarda tüketicilerin Metaverse teknolojisi ile ilgili yaklaşımını ortaya çıkarmak için Yeniliklerin Yayılması, Planlanmış Davranış Teorisi, Teknoloji Kabul Modelinin farklı versiyonları ve Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli gibi bazı teorilerin kullanıldığı görülmektedir. Teknoloji Kabul Modelinin yaygın bir şekilde kullanılmasının en önemli sebeplerinden biri ise basit, kolay ve anlaşılır olmasıdır.Bu çalışmada Teknoloji Kabul Modeli teorik çerçevesinde Metaverse ve tüketicilerin değişen davranışları ele alınarak tüketicilerin satın alma niyetleri üzerindeki yansımaları yorumlanmak istenmiştir. Bu sayede pazarlamacılar ve içerik üreticiler için bir çerçeve oluşturmak ve Metaverse teknolojisinin yaygınlaşmasıyla birlikte gelecekte bu konuda yapılacak ampirik çalışmalara zemin oluşturmak istenmiştir.

Kaynakça

  • P. D. Monica & G.S. Darma, “Digital Marketing Strategy for Balinese Handicrafts Facing the Metaverse Era. CHANNEL”, Jurnal Komunikasi, 10(1), 73-84, 2022.
  • K. Israfılzade, “Marketing in the Metaverse: A Sceptical Viewpoint of Opportunities and Future Research Directions”, The Eurasia Proceedings of Educational and Social Sciences, 24, 53-60, 2022.
  • M. Yorulmaz & S. Alnıpak, “Yönetici düzeyindeki gemi adamlarının elektronik seyir teknolojileri kullanımının teknoloji kabul modeli ile incelenmesi”, OPUS International Journal of Society Researches, 16(29), 1928-1954, 2020.
  • M. Fishbein & I. Ajzen, “Misconceptions about the Fishbein model: Reflections on a study by Songer-Nocks”, Journal of Experimental Social Psychology, 12(6), 579-584, 1976.
  • F.D. Davis, “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS quarterly, 319-340,1989.
  • I. Ajzen, “The theory of planned behavior”, Organizational behavior and human decision processes, 50(2), 179-211,1991.
  • H. Van der Heijden, T. Verhagen & M. Creemers, “Understanding online purchase intentions: contributions from technology and trust perspectives”, European journal of information systems, 12(1), 41-48, 2003.
  • J. H. Sharp, “Development, extension, andapplication: a review of the technology acceptance model”, Director, 7(9), 2006.
  • A.H. Turan & F.B. Özgen, “Türkiye’de E-Beyanname Sisteminin Benimsenmesi: Geliştirilmiş Teknoloji Kabul Modeli ile Ampirik Bir Çalışma”, Doğuş Üniversitesi Dergisi, 10(1), 134-147, 2009.
  • M.T. Amini, M. Ahmadinejad & M.J. Azizi, “Adoption of Internet banking by Iranian customer: An empirical investigation. The International”, Journal of Management Science and Information Technology (IJMSIT), (1-(Jul-Sep)), 27-44, 2011.
  • S. C. Chen, L. Shing-Han & L. Chien-Yi, “Recent related research in technology acceptance model: A literatu rereview”, Australian journal of business and management research, 1(9), 124, 2011.
  • P. Surendran, “Technology acceptance model: A survey of literatüre”, International Journal of Business and Social Research, 2(4), 175-178, 2012.
  • V. Venkatesh & F.D. Davis, “A model of the antecedents of perceived ease of use: Development and test”, Decision sciences, 27(3), 451-481, 1996.
  • F.D. Davis, R. P. Bagozzi & P.R. Warshaw, “User acceptance of computer technology: A comparison of two theoretical models”, Management science, 35(8), 982-1003, 1989.
  • F.D. Davis & V. Venkatesh, “A critical assessment of potential measurement biases in the technology acceptance model: three experiments”, International journal of human-computerstudies, 45(1), 19-45,1996.
  • V. Venkatesh & H. Bala, “Technology acceptance model 3 and a research agenda on interventions”, Decision sciences, 39(2), 273-315, 2008. D. Lee, J. Moon & Y. Kim, “The effect of simplicity and perceived control on perceived ease of use”, 2007.
  • H. P. Shih, “Extended technology acceptance model of Internet utilization behavior”, Information &management, 41(6), 719-729, 2004.
  • S. Agrebi & J. Jallais, “Explain the intention to use smart phones for mobile shopping”, Journal of retailing and consumer services, 22, 16-23, 2015.
  • C. Yılmaz & A. Tümtürk, “İnternet üzerinden alışveriş niyetini etkileyen faktörlerin genişletilmiş teknoloji kabul modeli kullanarak incelenmesi ve bir model önerisi”, Yönetim ve Ekonomi, 22(2), 355-384, 2015.
  • F. Abdullah & R. Ward, “Developing a General Extended Technology Acceptance Model for E-Learning (GETAMEL) by analysing commonly used external factors”, Computers in human behavior, 56, 238-256, 2016.
  • T. Natarajan, S. A. Balasubramanian & D. L. Kasilingam, “Understanding the intention touse mobile shopping application sandits influence on pricesensitivity”, Journal of Retailingand Consumer Services, 37, 8-22, 2017.
  • S.G. Davis, Parades and power: Street theatre in nineteenth- century Philadelphia, Philadelphia: Temple University Press, 1986.
  • Y. He, Q. Chen, & S. Kitkuakul, “Regulatory focus and technology acceptance: Perceived ease of use and usefulness as eff, 2018.
  • F. Huang, T. Teo & R. Scherer, “Investigating the antecedents of university students’ perceived ease of using the Internet for learning”, Interactive learning environments, 30(6), 1060-1076, 2022.
  • M. AL-Oudat & A. Altamimi, “Factors influencing behavior intentions to use virtual reality in education”, International Journal of Data and Network Science, 6(3), 733-742, 2022.
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  • J. Kim, “Advertising in the Metaverse: Research agenda”, Journal of Interactive Advertising, 21(3), 141-144, 2021.
  • H. Lee & Y. Hwang, “Technology-Enhanced Education through VR-Making and Metaverse-Linking to Foster Teacher Readiness and Sustainable Learning”, Sustainability, 14(8), 4786, 2022.
  • S. G. Lee, S. Trimi, W. K. Byun & M. Kang, “Innovation and imitation effects in Metaverse service adoption”, Service Business, 5(2), 155-172, 2011.
  • H. Duan, J. Li, S. Fan, Z. Lin, X. Wu & W. Cai, “Metaverse for social good: A university campus prototype”, In Proceedings of the 29 th ACM International Conference on Multimedia, 153-161, October 2021.
  • L. H. Lee, T. Braud, P. Zhou, L. Wang, D. Xu, Z. Lin & P. Hui, “Allone need stok now about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda”, arXivpreprint arXiv:2110.05352, 2021.
  • J. E. Jeon, “TheEffects of User Experience-Based Design Innovativeness on User-Metaverse Platform Channel Relationships in South Korea”, Journal of Distribution Science, 19(11), 81-90, 2021.
  • H. Ning, H. Wang, Y. Lin, W. Wang, S. Dhelim, F. Farha & M. Daneshmand, “A Survey on Metaverse: the State-of-the-art, Technologies, Applications, and Challenges”, Ar Xivpreprint arXiv:2111.09673, 2021.
  • Y. Zhao, J. Jiang, Y. Chen, R. Liu, Y. Yang, X. Xue & S. Chen, “Metaverse: Perspectives from graphics, interactions and visualization”, Visual Informatics, 2022.
  • J. Han, J. Heo & E. You, “Analysis of metaverse platform as a new play culture: Focusing on roblox and zepeto”, In Proceedings of the 2nd International Conference on Human-centered Artificial Intelligence, 2021.
  • S.Dhelim, H. Ning, F. Farha, L. Chen, L. Atzori & Daneshmand, “IoT-enabled social relationships meet artificial social intelligence”, IEEE Internet of Things Journal, 8(24), 17817-17828, 2021.
  • T. R. Gadekallu, T.Huynh-The, W. Wang, G.Yenduri, P. Ranaweera, Q. V. Pham, ... & M. Liyanage, “Blockchain for the Metaverse: A Review”, ar Xivpreprint arXiv:220309738, 2022.
  • Internet: A. Sherman, Execs seemed confuse dabout the metaverse on Q3 earnings calls, https://www.cnbc.com/2021/11/20/executives- wax-poetic-on-the-metaverse-during-q3-earnings-calls.html, 20.11.2021.
  • Internet: J. Radoff, https://medium.com/building-the-metaverse/9- megatrends-shaping-the-metaverse-93b91c159375,01.10.2021. K. Valaskova, V. Machova & E. Lewis, “Virtual Marketplace Dynamics Data, Spatial Analytics, and Customer Engagement Tools in a Real-Time Interoperable Decentralized Metaverse”, Linguistic and Philosophical Investigations, 21, 105-120, 2022.
  • A. De Regt, K. Plangger& S. J. Barnes, “Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing”, Journal of Business Research, 136, 513-522, 2021.
  • S.M. Park & Y. G. Kim, (2022), “A Metaverse: Taxonomy, components, applications, and open challenges”, Ieee Access, 10, 4209- 425, 2022.
  • T. Lemenager, M. Neissner, T. Sabo, K. Mann & F. Kiefer, “Who am i” and “how should i be”: a systematic review on self-conceptand avatar identification in gaming disorder”, Current Addiction Reports, 7(2), 166-193, 2020.
  • C.-P. Hsu & C.-W. Chang, “Does the social platform established by MMORPGs build social and psychological capital?”, Computers in Human Behavior, 129 (1), 107139, 2022.
  • M. Ball, “The metaverse: and how it will revolutionize everything”,Live right Publishing, 2022.
  • M. Sparkes, “What is a metaverse,” New Scientist, 251(3348), 2021.
  • G. S. Park, “A study on the virtual fashion industry case study of fashion brands through convergence with metaverse”, Korea Soc. Sci. Art Converg, 39, 161-178, 2021.
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  • J. Lee & K. H. Kwon, “Novel path way regarding good cosmetics brands by NFT in the metaverse World”, Journal of Cosmetic Dermatology, 2022.
  • S. Çavuşoğlu & Y. Durmaz, “Deneyimsel Pazarlama ve Yeşil Davranış” Hiper yayın,”2020.
  • D. Buhalis, M.S. Lin & D. Leung, “Metaverse as a driver for customer experience -creation: implications for hospitality and marketing” International Journal of Contemporary Hospitality Management, (ahead-of-print), 2022.
  • D. Buhalis, E.P. López & J. A. Martinez-Gonzalez, “Influence of young consumers’ on their e-loyalty”, Journal of Destination Marketing & Management, 15, 100409, 2020.
  • P. A., Rauschnabel, B. J. Babin, M. C. Tom Dieck, N. Krey & T. Jung, “What is augmented reality marketing? Its definition, complexity, andfuture”, Journal of Business Research, 142, 1140-1150, 2022.
  • P. A. Rauschnabel, R. Felix, C. Hinsch, H. Shahab & F. Alt, “What is XR? Towards a framework for augmented and virtual realit”, Computers in Human Behavior, 133, 107289, 2022.
  • K. N. Lemon & P. Verhoef, “Understanding customer experience throughout the customer journey”, Journal of marketing, 80(6), 69-96.
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  • X. L., Pei, J. N.Guo, T. J.Wu, W. X. Zhou & S. P. Yeh, “Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations”, Sustainability, 12(18), 7436, 2020.
  • K. Israfilzade & N. Babayev, “Millennial Versus Non-Millennial Users: Context Of Customer Engagement Levels On Instagram Stories (ExtendedVersion)”, Journal of Life Economics, 7(2), 135-150, 2020.
  • F.M. Tseng & H.Y. Lo, “Antecedents of consumers’ intentions to upgrade their mobile phones”, Telecommunications Policy, 35(1), 74-86, 2011.
  • G. Prayag, S. Hassibi & R. Nunkoo, “A systematic review of consumer satisfaction studies in hospitality journals: Conceptual development, research approaches and future prospects”, Journal of Hospitality Marketing & Management, 28(1), 51-80, 2019.
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  • A. Y. M. A. Islam, “Viability of the extended technology acceptance model: An empirical study”, Journal of Information and Communication Technology, 10, 85-98, 2011.
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  • S. Papagiannidis, E. Pantano, E. W. See-To & M. Bourlakis, “Modelling the determinants of a simulated experience in a virtual retail store andusers’ product purchasing intentions”, Journal of Marketing Management, 29(13-14), 1462-1492, 2013.
  • A. Mollen & H. Wilson, “Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives”, Journal of business research, 63(9-10), 919-925,2010.
  • F. Rabby, R. Chimhundu & R. Hassan, “Artificial intelligence in digital marketing influences consumer behaviour: A review and theoretical foundation for future research”, Academy of Marketing Studies Journal, 25(5), 1-7, 2021. Internet: Metamandrill, Top 12 Metaverse Brands Selling Their Products Digitally, https://metamandrill.com/metaversebrands/#nike, 06.2022.
  • L. D. Hollebeek, R. K. Srivastava, & T Chen, “SD logic–informed customere ngagement: integrative framework, revised fundamental propositions, and applicationto CRM”, Journal of the Academy of Marketing Science, 47(1), 161-185, 2019.
  • B.A. Al-alak & I. A. M.Alnawas, “Evaluating the effect of marketing activities on relationship quality in the banking sector: The case of private commercial banks in JordaN”, International Journal of Marketing Studies, 2(1), 78-91, 2010.
  • Y. K. Dwivedi, L. Hughes, A. M. Baabdullah, S. Ribeiro- Navarrete, M. Giannakis, Al-Debei, M. M., ... & S. F. Wamba, “Metaverse beyond the hype: Multi disciplinary perspectives on emerging challenges, opportunities, andagenda for research, practice and policy”, International Journal of Information Management, 66, 102542, 2022.
  • J. Y. Lee, “A study on metaverse hype for sustainable growth”, International journal of advanced smart convergence, 10(3), 72-80, 2021.
Toplam 98 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Bilgisayar Yazılımı
Bölüm Makaleler
Yazarlar

Nuray Eser 0000-0002-7905-0910

Aslıhan Yavuzalp Marangoz 0000-0002-5119-4330

Yayımlanma Tarihi 31 Ekim 2023
Gönderilme Tarihi 27 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 16 Sayı: 4

Kaynak Göster

APA Eser, N., & Yavuzalp Marangoz, A. (2023). Teknoloji Kabul Modeli Çerçevesinde Metaverse ve Tüketiciler. Bilişim Teknolojileri Dergisi, 16(4), 285-297. https://doi.org/10.17671/gazibtd.1271769