Consumer Acceptance Determinants of Internet of Things: A New Perspective

Sabrina Hombourger-Barès (sabrina.hombourger-bares@teluq.ca) and Leila El Kamel (leila.el_kamel@teluq.ca)
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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 - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Leila El Kamel: TELUQ - Université Téluq

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Abstract: Despite the rising popularity of Internet of Things (IoT), consumer acceptance continues to grow at a slow pace. For example, adoption of health and fitness wearables is still relatively low and about a half of consumers abandon their wearables within the first six months. This pattern means that firms engaged in IoT industry can not recover their development and marketing costs. Recent research offer a fragmented view of the determinants of IoT consumer acceptance and focus mainly on functional attributes.This paper aims to provide a new perspective. Drawing on the service-dominant logic, the perceived value conceptualization and the customer experience approach, our netnographic study reveals both value co-creation (gains) and co-destruction (pains) determinants addressed to different experiential dimensions. Moreover, it highlights several interactions between specific determinants of both sides of coproduction process which could lead to "compensation phenomena". The findings of this study have key implications for IoT marketers and suggest future research directions.

Keywords: Internet of Things; Consumer acceptance (search for similar items in EconPapers)
Date: 2018-06-27
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Published in 2018 Academy of Marketing Science World Marketing Congress (WMC), Academy of Marketing Science, Jun 2018, Porto, Portugal

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01920679

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