Is New Technology Worth It? Exploring Positive and Negative Effects When New Technology Meets Consumers

ABSTRACT Technological innovation is rapidly reshaping both private life and business practice. While scholarly interest in individual technologies such as digital voice assistants, augmented and virtual reality, the metaverse, and digital platforms is increasing, businesses continue to face uncertainty about which innovations to adopt, when to implement them, and for whom they offer the most value. Although strategic frameworks provide initial orientation, critical questions regarding the timing, context, and evaluation of specific tools remain insufficiently explored. This editorial introduces a special issue that addresses these challenges by offering insights into the assessment of technological innovations and their implications for consumer behavior. The contributions in this issue enhance academic understanding and provide practical guidance to support informed and strategic technology adoption. Furthermore, we outline directions for future research to promote more systematic and context‐sensitive evaluations of emerging technologies.