Internet of things: an exploratory study of the co-creation of value

Objets connectés: une analyse exploratoire de la co-création de valeur

Leila El Kamel () and Sabrina Hombourger-Barès ()
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Leila El Kamel: TELUQ - Université Téluq
Sabrina Hombourger-Barès: TELUQ - Université Téluq, CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: Internet Of Things (IoT) provides consumers a continuous access to real-time notifications and data. Using the « Service-Dominant Logic Theory » framework (Vargo and Lusch, 2004), this paper aims to compare brands value propositions and consumer perceptions regarding bracelets and smart watches. Data analysis is based on two sets of data collections: the first concerns the content of eight manufacturers websites; the second comes from a non-participant observation of consumer opinions about connected devices (netnography). Results show a typology of gains and pains, significant interactions between the different value components and consumers' compensation phenomena. Furthermore, discrepancies between brands speeches and users perceptions suggest some interesting guidelines to manufacturers and retailers as well, in order to improve their value proposition design.

Keywords: Value co-creation; Internet of things; Netnography; Gains and pains; Gain creators and pain relievers; Co-création de valeur; Objets connectés; Nethnographie; Bénéfices et sacrifices; Créateurs de bénéfices et sédatifs (search for similar items in EconPapers)
Date: 2016-01-21
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Published in 15th International Marketing Trends Conference, Jan 2016, Venise, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01920434

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