Abstract
In the evolving landscape of technological advancements, the Internet of Behavior (IoB) emerges as a pivotal concept, harnessing the power of data to understand and influence humans. IoB finds its most profound application in Society 5.0, a vision of a super-smart society where digital and physical realms harmoniously coexist. New business and economic models like the circular economy, sharing economy, smart cities, platform business model, social enterprise model, and blockchain technology will be explored. Emerging healthcare, agriculture, hospitality, and energy business models are discussed. Challenges arise as innovative organizations emerge to create a more sustainable and inclusive culture. Data privacy and security, blockchain high energy consumption, technologically unprepared workforce, and artificial intelligence bias must be addressed. This chapter aims to demonstrate emerging economies, business models, and related technologies that facilitate Society 5.0 as it evolves from human behavior insights gained from IoB.
TopBackground
Internet of Behaviors
A psychology professor named Gote Nyman was the first to introduce IoB, stating that useful information could be gained if IoT devices with known IP addresses were linked to human behavior patterns over time. According to Nyman, behavior shows whether a person will cooperate and have a proclivity to act, so analyzing behaviors is paramount to understanding how to influence people (Elayan et al., 2022).
IoB combines IoT and AI-enhanced IoT, now referred to as Artificial Intelligence of Things (AIoT), to analyze people’s behavior patterns so their interests, preferences, and wants can be deduced. IoB uses sensors to collect people’s data and perform behavioral science analysis on that data (Mezair et al., 2022). According to Javaid et al. (2022), in IoB, the data is gathered and analyzed to persuade people’s behavior. During COVID-19, for example, systems were developed to recognize facemask use so that human behavior regarding mask use could be analyzed and applied to public policy and interventions. Financial fraud detection is another use. Knowing a credit card holder’s behavior makes it easy to detect unexpected fraudulent activity. Waste management can be improved with the use of smart receptacles that record and monitor types of waste and amounts for individuals, families, and businesses. Human behavior regarding transportation habits can be observed through mass transit ticket systems, surveillance cameras, and mobile apps. Knowing these habits, informed decisions are made to optimize public transportation, making it more attractive to users and potentially improving the environment.
Elayan et al. (2022) predict that within the year 2023, 40% of the world population will be monitored with IoT devices for the purpose of influencing their behavior. The assumption is that the desired behavior changes are positive for individuals and society. Elayan et al. (2022) introduced a concept of explainable AI (XAI) to aid user’s understanding of how an IoB and AI model are working to change behaviors positively. They examined a use case of reducing electricity use and related costs for the benefit of individual citizens, power companies, and society. This combined use of IoB and XAI illustrates the goals of Society 5.0 in blending business and social goals.
Data security and privacy issues emerge and are amplified as data collected and analyzed are used to influence behavior. Ethical issues of inappropriate influence arise if businesses or politicians use deceptive practices based on IoB data. Customers benefit from targeted marketing that speaks to their needs, but the customer has to be willing to give up a level of privacy to achieve the benefit (Javaid et al., 2022). Future questions are what regulations will emerge, what will human beings prioritize, and how ethical and legal behavior will be evaluated in the legal system.
Key Terms in this Chapter
Circular Economy: Unlike our current use-and-discard economic philosophy, a circular economy focuses on recycling, repurposing, and light asset ownership.
Sharing Economy: At the foundation of a sharing economy are peer-to-peer (P2P) actions that acquire, share access to, or provide goods and services. A community-centric online platform is often used to facilitate connections.
Social Enterprise Business Model: The social enterprise model is a business that serves two purposes simultaneously: to generate measurable social value and create revenue.
Ride Share: A service that provides short-notice, one-way transportation through the use of an app.
Society 5.0: Society 5.0 refers to an ultra-intelligent society proposed by the Japanese government. Society 5.0 is based on a high convergence of cyber and physical space, reaching beyond human limitations and using artificial intelligence (AI) and robotics to analyze and improve environments, personal health, and industry achievement.
Smart Transportation: Smart transportation uses technology to achieve safer travel across transport networks. Technologies used include traffic enforcement cameras, auto-generated emergency response service calls, digital speed control signs, and interfaces between transport systems.
Internet of Behaviors: The Internet of Behaviors (IoB) extends the Internet of Things (IoT) to focus on how collected data can be analyzed to understand, influence, and predict human behavior. IoB has the potential to use data to alter people’s decisions or actions.
Blockchain: Blockchain is a trusted peer-to-peer technology architecture using a distributed ledger technology (DLT) that can constantly track transactions in the form of blocks added to a transaction chain. No third part is required. Blockchain transactions are transparent and immutable.
Internet of Things: The Internet of Things (IoT) is a concept of connecting any device to the Internet, creating a vast network of connected things, and providing people-people, people-things, and things-things connections.
Platform Business Model: A business model that facilitates interaction between many participants (buyer-seller, social connections, collaborative connections, renter-owner). A platform business aims to provide a structure and rules for at-scale interactions that release network effects. Connection creation creates the value of a platform business rather than products and services.
Smart City: A smart city employs technological processes and sensors to collect data, analyze data, and use the results of the analysis to manage city resources, services, and assets efficiently.