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TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA

Year 2018, Volume: 7 Issue: 1, 442 - 448, 01.09.2018

Abstract

Amaç- Mevcut çalışmanın amacı tüketicilerin
yeni nesil akıllı telefon seçimlerinde etkili olan fayda ve haz temelli
kriterlerin ağırlıklandırılması ve seçim noktasında alternatiflerin
sıralanmasıdır. Literatür taraması ve akademisyen görüşlerine başvurularak
toplamda 4 ana kriter ve 14 alt kriter belirlenmiş ve Türkiye Pazar payı en
yüksek olan 4 marka çalışmada değerlendirilmiştir.

Yöntem- Analiz için
bütünleşik AHP-VIKOR yöntemi uygulanmıştır. AHP anketiyle toplanan veriler
neticesinde bütün ana ve alt kriterlere ait öncelikler belirlenmiştir. Ardından
bu öncelikler kullanılarak VIKOR yöntemi ile markalar sıralanmış ve öne çıkan
kriterler belirlenmiştir.

Bulgular- Ana kriterlerden
Ürün Özellikleri tüketiciler için en önemli kriter olmaktadır. Alt kriterler
incelendiğinde ise Uygunluk, Markanın Etkisi, Kullanım Faydası, Keyif Alma ve
Yazılım ve Donanım Özellikleri alt kriterleri öncelikli olmaktadır.







Sonuç- Mevcut
çalışma beslendiği modeller çerçevesinde akıllı telefon tercihinde ürün özellikleri
dışında diğer kriterleri de kapsamında tutarak bu alanda özgün bir bakış açısı
sunmaktadır.

References

  • Arif, I., Aslam, W., Ali, M. (2016). Students’ dependence on smartphones and its effect on purchasing behavior. South Asian Journal of Global Business Research, 5(2), 285-302.
  • Bayhan, M., Bildik, T. (2014). Çok kriterli karar verme tekniklerinden analitik hiyerarşi süreciyle akıllı telefon seçimi. Uluslararası Alanya İşletme Fakültesi Dergisi, 6(3).
  • Chakraborty, S., Srivastava, S., Das, K. (2015). Application of Analytic Hierarchy Process (AHP) to prioritize the factors Indian consumers consıder while buying smart phones in India. International Journal of Advanced Technology in Engineering and Science., Volume No 03, Special Issue No. 01
  • Chen, C. C., Shih, H. S. (2014). A study of the acceptance of wearable technology for consumers: an analytical network process perspective. Int J Anal Hierarchy Process, 1-5.
  • Chun, H., Lee, H., Kim, D. (2012). The integrated model of smartphone adoption: hedonic and utilitarian value perceptions of smartphones among Korean college students. Cyberpsychology, Behavior, and Social Networking, 15(9), 473-479.
  • Dehghani, M. (2018). Exploring the motivational factors on continuous usage intention of smartwatches among actual users. Behaviour & Information Technology, 37(2), 145-158.
  • Erinci, A. G. F., Sulak, H. (2014). Analitik hiyerarşi proses ile akıllı telefon seçimi. Süleyman Demirel üniversitesi iktisadi ve idari Bilimler Fakültesi Dergisi, 19(4).
  • Filieri, R., Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers' repurchase intention of smartphone brands. Computers in Human Behavior, 67, 139-150.
  • Gao, S., Yang, Y., Krogstie, J. (2015, March). The adoption of smartphones among older adults in China. In International Conference on Informatics and Semiotics in Organisations (pp. 112-122). Springer, Cham.
  • Haba, H., Hassan, Z., Dastane, O. (2017). Factors leading to consumer perceived value of smartphones and its impact on purchase intention.
  • Hsiao, K. L. (2013). Android smartphone adoption and intention to pay for mobile internet: Perspectives from software, hardware, design, and value. Library Hi Tech, 31(2), 216-235.
  • Hsiao, K. L. (2017). What drives smartwatch adoption intention? Comparing Apple and non-Apple watches. Library Hi Tech, 35(1), 186-206.
  • Hsiao, K. L., Chen, C. C. (2018). What drives smartwatch purchase intention? Perspectives from hardware, software, design, and value. Telematics and Informatics, 35(1), 103-113.
  • Jung, Y. (2014). What a smartphone is to me: understanding user values in using smartphones. Information Systems Journal, 24(4), 299-321.
  • Kecek, G., Yüksel, R. (2016). Analitik hiyerarşi süreci (AHP) ve Promethee teknikleriyle akıllı telefon seçimi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (49), 46-62.
  • Kim, S. H. (2014). A study on adoption factors of Korean smartphone users: a focus on TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology). Advanced Science and Technology Letters, 57, 27-30.
  • Kim, D., Chun, H., Lee, H. (2014). Determining the factors that influence college students' adoption of smartphones. Journal of the Association for information Science and Technology, 65(3), 578-588.
  • Kim, K. J., Shin, D. H. (2015). An acceptance model for smart watches: Implications for the adoption of future wearable technology. Internet Research, 25(4), 527-541.
  • Kim, Y., Kim, S., Rogol, E. (2017). The effects of consumer innovativeness on sport team applications acceptance and usage. Journal of Sport Management, 31(3), 241-255.
  • Kim, K. J. (2017). Shape and size matter for smartwatches: effects of screen shape, screen size, and presentation mode in wearable communication. Journal of Computer-Mediated Communication, 22(3), 124-140.
  • Kuzu, S. (2014). Vikor. Çok kriterli karar verme yöntemleri, 117-132.
  • Lau, M. M., Lam, A. Y., Cheung, R. (2016). Examining the factors influencing purchase intention of smartphones in Hong Kong. Contemporary Management Research, 12(2).
  • Liu, N., Yu, R. (2017). Identifying design feature factors critical to acceptance and usage behavior of smartphones. Computers in Human Behavior, 70, 131-142.
  • Lu, J., Liu, C., Wei, J. (2017). How important are enjoyment and mobility for mobile applications?. Journal of Computer Information Systems, 57(1), 1-12.
  • Mannan, B., Haleem, A. (2017). Understanding major dimensions and determinants that help in diffusion & adoption of product innovation: using AHP approach. Journal of Global Entrepreneurship Research, 7(1), 12.
  • Moon, B. C., Chang, H. (2014). Technology acceptance and adoption of innovative smartphone uses among hospital employees. Healthcare informatics research, 20(4), 304-312.
  • Park, Y., Chen, J. V. (2007). Acceptance and adoption of the innovative use of smartphone. Industrial Management & Data Systems, 107(9), 1349-1365.
  • Park, N., Kim, Y. C., Shon, H. Y., Shim, H. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29(4), 1763-1770.
  • Timor, M. (2011). Analitik hiyerarşi prosesi. Türkmen Kitabevi.
  • Tochukwu, U. L. (2014). Using the analytic hierarchy process for choosing a best smartphone. Doi, 10(2.1), 3788-7040.
  • Toufani, S., Stanton, J. P., Chikweche, T. (2017). The importance of aesthetics on customers’ intentions to purchase smartphones. Marketing Intelligence & Planning, 35(3), 316-338.
  • Yu, J., Lee, H., Ha, I., Zo, H. (2017). User acceptance of media tablets: an empirical examination of perceived value. Telematics and Informatics, 34(4), 206-223.
  • Wu, L. H., Wu, L. C., Chang, S. C. (2016). Exploring consumers’ intention to accept smartwatch. Computers in Human Behavior, 64, 383-392.
  • http://www.portal.euromonitor.com/portal/statisticsevolution/index

IDENTIFICATION OF PROMINENT CRITERIAS IN THE SELECTION OF NEW GENERATION SMARTPHONES: AN APPLICATION IN ANADOLU UNIVERSITY

Year 2018, Volume: 7 Issue: 1, 442 - 448, 01.09.2018

Abstract

Purpose- The purpose of
the current study is to weight utilitarian and hedonic criterias affecting the
customer’s new generation smartphone selection and to array alternatives at the
selection point. By appealing litrerature review and academician opinions, 4
main criterias and 14 subcriterias are specified and 4 brand that have the
highest market share in Turkey are evaluated as alternatives at the study.

Methodology- An integrated
AHP-VIKOR approach is used for the analysis. With the data collected by the AHP
questionnaire, priorities belonged to all main and subcriterias are specified.
Then by using these priorities, Brands are sorted with VIKOR method and criterias
becoming prominent at the decision point are specified.

Findings- From main
criterias, Product Aspects seems to be the most important criteria for the
customers. When looked over subcriterias, Convenience, Brand Effect, Usage
Benefit, Enjoyment, Hardware and Software Properties subcriterias are prominent
at the customer’s decision point.







Conclusion- Within the frame
of contributory models, current study presents a perspective which is genuine
in the field by taking both functional and other criterias affecting smartphone
selection in the scope.

References

  • Arif, I., Aslam, W., Ali, M. (2016). Students’ dependence on smartphones and its effect on purchasing behavior. South Asian Journal of Global Business Research, 5(2), 285-302.
  • Bayhan, M., Bildik, T. (2014). Çok kriterli karar verme tekniklerinden analitik hiyerarşi süreciyle akıllı telefon seçimi. Uluslararası Alanya İşletme Fakültesi Dergisi, 6(3).
  • Chakraborty, S., Srivastava, S., Das, K. (2015). Application of Analytic Hierarchy Process (AHP) to prioritize the factors Indian consumers consıder while buying smart phones in India. International Journal of Advanced Technology in Engineering and Science., Volume No 03, Special Issue No. 01
  • Chen, C. C., Shih, H. S. (2014). A study of the acceptance of wearable technology for consumers: an analytical network process perspective. Int J Anal Hierarchy Process, 1-5.
  • Chun, H., Lee, H., Kim, D. (2012). The integrated model of smartphone adoption: hedonic and utilitarian value perceptions of smartphones among Korean college students. Cyberpsychology, Behavior, and Social Networking, 15(9), 473-479.
  • Dehghani, M. (2018). Exploring the motivational factors on continuous usage intention of smartwatches among actual users. Behaviour & Information Technology, 37(2), 145-158.
  • Erinci, A. G. F., Sulak, H. (2014). Analitik hiyerarşi proses ile akıllı telefon seçimi. Süleyman Demirel üniversitesi iktisadi ve idari Bilimler Fakültesi Dergisi, 19(4).
  • Filieri, R., Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers' repurchase intention of smartphone brands. Computers in Human Behavior, 67, 139-150.
  • Gao, S., Yang, Y., Krogstie, J. (2015, March). The adoption of smartphones among older adults in China. In International Conference on Informatics and Semiotics in Organisations (pp. 112-122). Springer, Cham.
  • Haba, H., Hassan, Z., Dastane, O. (2017). Factors leading to consumer perceived value of smartphones and its impact on purchase intention.
  • Hsiao, K. L. (2013). Android smartphone adoption and intention to pay for mobile internet: Perspectives from software, hardware, design, and value. Library Hi Tech, 31(2), 216-235.
  • Hsiao, K. L. (2017). What drives smartwatch adoption intention? Comparing Apple and non-Apple watches. Library Hi Tech, 35(1), 186-206.
  • Hsiao, K. L., Chen, C. C. (2018). What drives smartwatch purchase intention? Perspectives from hardware, software, design, and value. Telematics and Informatics, 35(1), 103-113.
  • Jung, Y. (2014). What a smartphone is to me: understanding user values in using smartphones. Information Systems Journal, 24(4), 299-321.
  • Kecek, G., Yüksel, R. (2016). Analitik hiyerarşi süreci (AHP) ve Promethee teknikleriyle akıllı telefon seçimi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (49), 46-62.
  • Kim, S. H. (2014). A study on adoption factors of Korean smartphone users: a focus on TAM (Technology Acceptance Model) and UTAUT (Unified Theory of Acceptance and Use of Technology). Advanced Science and Technology Letters, 57, 27-30.
  • Kim, D., Chun, H., Lee, H. (2014). Determining the factors that influence college students' adoption of smartphones. Journal of the Association for information Science and Technology, 65(3), 578-588.
  • Kim, K. J., Shin, D. H. (2015). An acceptance model for smart watches: Implications for the adoption of future wearable technology. Internet Research, 25(4), 527-541.
  • Kim, Y., Kim, S., Rogol, E. (2017). The effects of consumer innovativeness on sport team applications acceptance and usage. Journal of Sport Management, 31(3), 241-255.
  • Kim, K. J. (2017). Shape and size matter for smartwatches: effects of screen shape, screen size, and presentation mode in wearable communication. Journal of Computer-Mediated Communication, 22(3), 124-140.
  • Kuzu, S. (2014). Vikor. Çok kriterli karar verme yöntemleri, 117-132.
  • Lau, M. M., Lam, A. Y., Cheung, R. (2016). Examining the factors influencing purchase intention of smartphones in Hong Kong. Contemporary Management Research, 12(2).
  • Liu, N., Yu, R. (2017). Identifying design feature factors critical to acceptance and usage behavior of smartphones. Computers in Human Behavior, 70, 131-142.
  • Lu, J., Liu, C., Wei, J. (2017). How important are enjoyment and mobility for mobile applications?. Journal of Computer Information Systems, 57(1), 1-12.
  • Mannan, B., Haleem, A. (2017). Understanding major dimensions and determinants that help in diffusion & adoption of product innovation: using AHP approach. Journal of Global Entrepreneurship Research, 7(1), 12.
  • Moon, B. C., Chang, H. (2014). Technology acceptance and adoption of innovative smartphone uses among hospital employees. Healthcare informatics research, 20(4), 304-312.
  • Park, Y., Chen, J. V. (2007). Acceptance and adoption of the innovative use of smartphone. Industrial Management & Data Systems, 107(9), 1349-1365.
  • Park, N., Kim, Y. C., Shon, H. Y., Shim, H. (2013). Factors influencing smartphone use and dependency in South Korea. Computers in Human Behavior, 29(4), 1763-1770.
  • Timor, M. (2011). Analitik hiyerarşi prosesi. Türkmen Kitabevi.
  • Tochukwu, U. L. (2014). Using the analytic hierarchy process for choosing a best smartphone. Doi, 10(2.1), 3788-7040.
  • Toufani, S., Stanton, J. P., Chikweche, T. (2017). The importance of aesthetics on customers’ intentions to purchase smartphones. Marketing Intelligence & Planning, 35(3), 316-338.
  • Yu, J., Lee, H., Ha, I., Zo, H. (2017). User acceptance of media tablets: an empirical examination of perceived value. Telematics and Informatics, 34(4), 206-223.
  • Wu, L. H., Wu, L. C., Chang, S. C. (2016). Exploring consumers’ intention to accept smartwatch. Computers in Human Behavior, 64, 383-392.
  • http://www.portal.euromonitor.com/portal/statisticsevolution/index
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Haldun Colak 0000-0003-4369-6063

Celal Hakan Kagnicioglu 0000-0001-7164-3538

Publication Date September 1, 2018
Published in Issue Year 2018 Volume: 7 Issue: 1

Cite

APA Colak, H., & Kagnicioglu, C. H. (2018). TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA. PressAcademia Procedia, 7(1), 442-448.
AMA Colak H, Kagnicioglu CH. TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA. PAP. September 2018;7(1):442-448.
Chicago Colak, Haldun, and Celal Hakan Kagnicioglu. “TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA”. PressAcademia Procedia 7, no. 1 (September 2018): 442-48.
EndNote Colak H, Kagnicioglu CH (September 1, 2018) TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA. PressAcademia Procedia 7 1 442–448.
IEEE H. Colak and C. H. Kagnicioglu, “TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA”, PAP, vol. 7, no. 1, pp. 442–448, 2018.
ISNAD Colak, Haldun - Kagnicioglu, Celal Hakan. “TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA”. PressAcademia Procedia 7/1 (September 2018), 442-448.
JAMA Colak H, Kagnicioglu CH. TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA. PAP. 2018;7:442–448.
MLA Colak, Haldun and Celal Hakan Kagnicioglu. “TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA”. PressAcademia Procedia, vol. 7, no. 1, 2018, pp. 442-8.
Vancouver Colak H, Kagnicioglu CH. TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA. PAP. 2018;7(1):442-8.

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