Agents of Change in Consumers' Adoption of Digital Products

Abstract

Developments in technology made the observation of technologic changes and running of the process suitable to the technological course necessary in businesses. For this reason, businesses made some necessary changes in management strategies. They lead the course of directing the process for the businesses, making the necessary changes, providing the coordination between the employers and the employees, forming innovation representatives in order to establish a good vision for the future. Applications which were done in businesses in the frame of strategical changes supported the adoption of innovations in the community directly or indirectly. Thiswork established an infrastructure for technological transformation in the society. Creating the technological awareness in all segments of society to realize technological transformation is very important to provide the opportunity equality. In this study, resources related with the subject were scanned in the literature, different acceptance models intended for the adoption and perception of technological products by the consumers are investigated, the data obtained were synthesized and the duties and responsibilities of technology representatives and legations were described. Handling the functions and roles of leaders of technological innovation according to the contribution to the spreading of technological products in the country the contributions to the process of consumers’ adoption of digital technologies are argued.