La valeur perçue des objets connectés, une lecture par la théorie de l'agencement

Pauline Folcher () and Sarah Mussol ()
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Pauline Folcher: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Sarah Mussol: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: The purpose of this paper is conceptual, we want to establish the assemblage theory (Deleuze and Gattari, 1980) as a relevant theoretical framework in the analysis of smart objects perceived value. To do so, we first develop the theoretical foundations of the assemblage theory, we then focus on its application in marketing and more specifically in digital marketing. Finally, we discuss its relevance not only from a theoretical point of view but also through data from an exploratory lexical study of 1499 students. Obstacles to smart objects use are more associated with the objects themselves than with the context in which they can evolve, demonstrating the interest of a consideration of an assemblage of smart objects specifically in the context of a smart home.

Keywords: smart objects; IoT; assemblage theory; perceived value (search for similar items in EconPapers)
Date: 2018-05-16
Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-02025056v1
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Published in Congrès de l'association francaise du marketing, May 2018, Strasbourg, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02025056

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