The Tendencies of Smart Device Users Towards Technological Marketing Innovations; Mediator Role of Perceived Usefulness on the Relation Between Perceived Ease of Use and Attitude Towards Using

Technology, originating from the earliest stages of human history and continually evolving, encompasses the development and improvement of tools, devices, and systems. Technologies are designed to aid human activities and enhance the quality of life. Smart devices stand out as some of the most impactful technological innovations in use today. These internet-connected devices enable seamless data exchange and offer solutions to numerous human challenges. While many consumers embrace the advantages provided by these innovations, others approach them with caution, viewing them as potential sources of problems and, therefore, resisting their adoption. This article aims to investigate how factors such as optimism, innovativeness, discomfort, insecurity, perceived usefulness, and ease of use influence smart device users' attitudes toward using new technological innovations. A questionnaire using a 5-point Likert scale was distributed to smart device users over the age of 18 in Istanbul. The SPSS and Process Macro (Hayes) programs are used in the research to test the hypotheses. The empirical findings from the research section of this article indicate that technology readiness and its dimensions (optimism and innovativeness) positively and significantly effect perceived ease of use and perceived usefulness, whereas insecurity has a negative and significant effect. Both perceived ease of use and perceived usefulness positively and significantly effect attitude towards using. Furthermore, it was found that perceived usefulness acts as a partial mediator in the relationship between perceived ease of use and the attitude towards using new technologies.