The Acceptance Process of the Internet of Things: How to Improve the Acceptance of the IoT Technology

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Author(s): Elodie Attié (Toulouse School of Management Research, France)and Lars Meyer-Waarden (Toulouse School of Management Research, France)
Copyright: 2019
Pages: 25
Source title: Smart Marketing With the Internet of Things
Source Author(s)/Editor(s): Dora Simões (University of Aveiro, Portugal), Belem Barbosa (University of Porto, Portugal)and Sandra Filipe (University of Aveiro, Portugal)
DOI: 10.4018/978-1-5225-5763-0.ch002

Keywords: Business Science Reference / Computer Science & IT / Internet Technologies / Marketing

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Abstract

The internet of things, or the IoT, is progressively and surely invading environments, and is consequently creating new kinds of consumer needs and behaviors. More and more companies are getting involved in this growing field, showing the importance for them to understand this technology market. This chapter aims at studying the acceptance process of the IoT. More specifically, the main factors that influence consumer decisions to accept and use the IoT and smart objects have been tested, such as the ethical, wellbeing, social, and utility values. The importance of each benefit is demonstrated, according to specific targets and to examples of applications. A system of values that represents the promises of the IoT and the central needs of users is also described. Besides, a typology of users should help companies creating or refining targeting strategies and should guide consumers into their acceptance process. Finally, further research directions are discussed.

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