Factors Influencing Consumer Acceptance of Internet of Things Technology

Factors Influencing Consumer Acceptance of Internet of Things Technology

Chung Sim Liew (Universities Malaysia Sabah, Malaysia), Ju Min Ang (Universities Malaysia Sabah, Malaysia), Yee Teen Goh (Universities Malaysia Sabah, Malaysia), Wai Kin Koh (Universities Malaysia Sabah, Malaysia), Shy Yin Tan (Universities Malaysia Sabah, Malaysia) and Ru Yi Teh (Universities Malaysia Sabah, Malaysia)
DOI: 10.4018/978-1-5225-0746-8.ch012
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Abstract

The aim of this research is to examine factors influencing consumer acceptance of Internet of Things Technology (IoT) guiding by the Technology Acceptance Model (TAM). This quantitative research involves 204 respondents approached via convenience sampling at a public higher learning institution. Data was analyzed using multiple regression and results revealed that the dimension of perceived usefulness is the most influencing factor on the consumers' acceptance of IoT technology and consumers' behavioural intention to use. In the Malaysian context, this research provides additional information in narrowing the research gap with regard to understanding behavioural intention to use the IoT technology. Next, the framework will be used for future exploration to address the issue of people who have never utilized an IoT innovation react.
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Literature Review

According to Uckelmann, Harrison and Michahelles (2011), the IoT is defined as things that can be used to connect via internet. Generally, the discussions on IoT focused on the future of communications and computing as it is a technological revolution. IoT has been used in many areas recently, for example, digital logistics, supply chain management, stock control, urban planning, library management, retail tracking, mobile payment, efficient transportation, home automation, warehouse management, healthcare and the private domain (Ding, 2013). It also offers many advantages for many industries and their benefits to consumers, for example substantial efficiencies. (Sundamaeker, Guillemin, Friess & Woelffle, 2010). In this circumstance, consumers’ behaviour might be affected from the internet of things technologies on few aspects of the consumers’ daily routine. (Li, & Wang, 2013). For instance, IoT consumers might get advantage from technologies that used in smart fridges which can monitor the consumption of food and beverages and also rearrange goods automatically.

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