Marketing-wise benefits of technological improvements on consumer well-being

Abstract

In recent years, emerging web-based innovations lead very fast penetration of technology in various domains of life. Immediate adoption of technology by companies also has an impact on this diffusion. This is because products and services provided by companies involve technological elements and people are getting obliged to use such technological implementations that companies offer. Moreover, attributes of these implementations undergo changes as time passes, which require the special attention of consumers for them keep up with. However, every person may not accept the changes brought by technology equally, and also people may not advance from advantages of technology at the same levels. Within this scope, the aim of this study is to investigate the relationship between technological improvements in marketing and consumers’ well being; and also the relationship between people’s general disposition toward technology and their perceived benefits from technological improvements in marketing. Data collected online from 231 people was analyzed by using descriptive, ANOVA, correlation and multiple regression analyses. Findings of the study reveal that technologically improved marketing activities have a positive affect on quality of life (QOL) and consumer well- being (CWB). In addition to this, technological improvements made by companies that increase their service capability, customer relationship management activities and product specifications have the greatest impact on enhancement of CWB. Finally, it can be concluded that, CWB and QOL of consumers do not have to be significantly improved by the technologically improved marketing activities which were attached high values by consumers.