University of Twente Student Theses
The Internet of Things in home environments : Building customer relationships: a study of customer attitude and intention to use in the context of IoT in home environments.
Bloemendaal, R.H. van (2018) The Internet of Things in home environments : Building customer relationships: a study of customer attitude and intention to use in the context of IoT in home environments.
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| Abstract: | The Internet of Things (IoT) is expected to have an unimaginable impact in the near future on all areas of the consumer daily life. The instrumentation of objects adds a new dimension to the way marketing studies the consumption and experience of products and enables marketers to understand consumer behavior more deeply. The future of IoT depends on how brands and consumers will interact and build these relationships together. Firstly, a survey has been conducted, which measured the relationships between the independent variables (product performance, use of personal data, personalization, human-like interaction, facilitating conditions, autonomy, and social influence), the mediating variables (customer attitude, perceived usefulness, perceived ease of use, customer trust, and customer commitment), and the dependent variable (intention to use). Secondly, three IoT professionals have been interviewed to gain more qualitative insights on the results of the survey. The findings showed that customer attitude is directly determined by perceived usefulness, customer trust, customer commitment, and social influence, in which perceived usefulness and customer commitment are the strongest predictors. A noteworthy result is that customer commitment is strongly influenced by most of the independent variables, influences customer trust, and is highly related to customer attitude and intention to use. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/74846 |
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