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The impact of technologies in smart envorinments on consumer experience and behaviour

Derks, J. (2020) The impact of technologies in smart envorinments on consumer experience and behaviour.

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Abstract:Nowadays, people can benefit from the newest technologies, which are developing faster than one can process. Although these new technologies like Internet of Things (IoT) devices provide many benefits, they also appear to cause scepticism and fear among society, thereby reducing the acceptance. This research is focusing on perceived usefulness and trust, which possibly affect acceptance of IoT devices. Manipulating perceived usefulness was done through the use of differently designed explanation animations. In addition, trust was manipulated through the use of voice-over in the video. In this 2 x 2 between-subjects design, 100 respondents participated. After watching either one of the four conditions, the participants filled out a questionnaire, which investigated whether these factors actually influence trust and perceived usefulness, leading to an influence on the acceptance of an IoT device, in this case, a Smart Speaker (Google Home Mini). Afterwards, participants performed a number of tasks with the Google Home Mini, in order to find out how easy the usage of the product appeared to be. The research question for this research stated: To what extent do ‘design of explanation’ and voice-over influence the perceived usefulness, trust & acceptance of a Smart Speaker (IoT device)? The results of the research showed that an extensive animation style with visual elements influences the attitude evaluation regarding the product visualized in the video. Also, it showed that people develop a more positive attitude towards the product because the level of perceived usefulness was changed due to the animation. This means that in this case, perceived usefulness works as a mediator between animation style and attitude. In other words, people seem to perceive the product as more useful after seeing the richer animation style in the explainer video, causing a more positive attitude. ‘Design of explanation’ also appeared to cause an improved perceived and actual performance among respondents, meaning that watching a video containing an improved design causes people to perform tasks with the visualised product better, and perceive it as easier as well.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/81378
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