The Consumer Intention to Adopt Smart Connected-Products: Does the Category Matter?

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

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Abstract: The development of the Internet Of Things (IOT) could be considered as the third period of the digital transformation. More and more Smart Connected-Products (SCPs) are used, whether in the private or public domain. And many different sectors, as automotive, health or insurance develop such products, which can gather, analyze and generate data thanks to sensors and connection. If companies look like interested by this business opportunity, the adoption of SCP is not obvious to consumers. Drawing on the Theory of Planned Behavior (TPB) and on the concept of Consumer innovativeness, this study proposes a model to better understand the intention to adopt SCP. To test our proposed research model, we used an online survey to collect data from a convenient sample of young people from generation Z. According to the results, it seems that intention to adopt SCPs depends on feelings about this decision (subjective norms), personal attitudes towards SCPs and cognitive innovativeness (intellectually interesting and challenging products). But as far as the intention to adopt SCPs linked to insurer is concerned, the subjective norms and the cognitive innovativeness are identified as two main variables.

Keywords: Brand Trust; Smart connected products; Theory of planned behavior; Insurance 2 (search for similar items in EconPapers)
Date: 2017-10-19
New Economics Papers: this item is included in nep-ict and nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-01991186v1
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Published in 3rd International Conference for Marketing in the Insurance industry (ICMI), Oct 2017, St Gallen, Switzerland

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