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Adoption of IoT at home in Indonesia

Sinaga, M (2019) Adoption of IoT at home in Indonesia.

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Abstract:The adoption of Internet of Things (IoT) has been investigated by existing studies, but not with the adoption of IoT at home, specifically in the developing country, such as Indonesia. As the fourth biggest population in the world and the highest economy in Southeast Asia, Indonesia has a significant potential to bring interest in market adoption of IoT. Hence, this study examines the factors influence this adoption. Using UTAUT and TTF model, combined with additional variables, namely personal innovativeness, perceived risk and trust, this study surveyed 294 Indonesian respondents and quantitatively analyzed the influence of each variable to the intention to adopt. The multiple regression analysis was performed to find the most suited model predicting the dependent variable. Results suggest that the highest factor to drive intention to adopt IoT at home is trust, followed by performance expectancy, social influence, facilitating conditions, personal innovativeness and age. While UTAUT argues that performance expectancy is the strongest determinant to influence adoption, this study demonstrates that by adding trust, this argument will change. At last, novel insights and key recommendations to marketers, such as establishing trust to the company and to the product, as well as the suggestion to develop the technology adoption model are presented in this study. Keywords: UTAUT, technology acceptance, technology adoption, IoT at home, Indonesia
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77191
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