La passion des gadgets et les normes subjectives: deux déterminants de l'intention d'adopter des objets connectés chez les 18-25 ans

Catherine Viot, Agnes Lancini () and Caroline Bayart ()
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Catherine Viot: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
Agnes Lancini: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
Caroline Bayart: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon

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Abstract: If most industries are interested in the development and the commercialization of smart connected products (SCPs), consumers do not seem so enthusiastic towards them. The determinants of SCPs adoption by the consumers are numerous. The main objective of this communication is to identify some of them. The theoretical framework is the one of the Theory of Planned Behavior (TPB). The research model is completed by a human trait, considered as particularly relevant in the context of new products adoption: gadget love. An online survey, targeting young adults of generation Y and Z, was conducted to test the research hypotheses. The results underline the central role of two determinants of the intention to adopt SCPs: subjective norms and gadgets love. Furthermore, they point out the necessity of taking into account the category of SCPs (connected or not connected to an insurance company) and consumers' subjective knowledge towards SCPs.

Date: 2018-09-07
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Published in 17ème Colloque sur le Marketing Digital, Sep 2018, 17ème Colloque sur le Marketing Digital, France

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