The study found that perceived usefulness and perceived ease of use have a significant influence on customers’ attitudes towards using IoT devices and services.
Authors
Abhisek Dutta, Department of Management, NIIT University, Alwar, India.
Raj K. Kovid, School of Business Studies, Sharda University, Greater Noida, India.
Vinayak A. Drave, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Manjot Singh Bhatia, L. M. Thapar School of Management, Thapar University, Patiala, India.
Summary
This study aims to examine how perceived brand credibility (PBC) moderates the adoption of the Internet of Things (IoT) and identifies the influencing variables that consumers consider while adopting IoT products and services. The study uses the technology acceptance model (TAM) and extends its constructs by investigating the role of PBC to measure the intention to use IoT.
Methodology
To test the proposed relationships, data was gathered using the survey method, from respondents in India, an emerging market. The data was analyzed using partial least square based structural equation modeling (PLS-SEM). Moreover, the study measured the moderating effect of PBC and evaluated the effect of control variables – gender and degree of exposure to IoT.
Findings
The study found that perceived usefulness (PU) and perceived ease of use (PEOU) have a significant influence on customers’ attitudes towards using IoT devices and services. Further, PBC moderates the relationship between attitude and behavioral intention to utilize IoT devices and services. Both components of PBC – brand trustworthiness and trust – have significant moderating effect on the adoption of IoT-based services and devices.
Originality
The study tests TAM empirically in a new setting and extends it further. Introducing PBC as a moderating variable improves the understanding of the way consumers adopt IoT technology and hence strengthens the predictive power of TAM. Thus, the study provides rich insights for businesses to effectively position their IoT devices and services among their target users.
Published in: Global Knowledge, Memory and Communication
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