ADOPTION LEVELS OF DIGITAL PRODUCTS IN TURKEY: A FIELD SURVEY ON GENERATION C CONSUMERS

Abstract

The purpose of this study is to determine demographic characteristics of Generation C and the adoption level differences of digital products based on the adopter categories and perceived characteristics of digital products. In this case, face-to-face surveys were conducted with 464 people aged 15-29 in Istanbul. To the ANOVA, MANOVA and multiple regression analysis results, the perceived relative advantage, compatibility, observability and triability of digital products have a positive effect on the adoption. The category of innovators and early adopters of Gen C are more likely to adopt digital products.