Smartness unleashed: a multilevel model for understanding consumers' perceptions and adoption across a myriad of smart offerings

Antje Fricke · Nadine Pieper · David M. Woisetschläger

8 citations0/0 files storedJournal of Service Theory and Practice

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence AI in Service Interactions

Abstract

Purpose Consumers' perceptions of product intelligence affect their willingness to accept smart offerings. This paper explores how people perceive various smart products based on their smartness profiles, composed of five distinct smartness facets. Additionally, the study investigates how these perceptions of product intelligence impact consumers' evaluation of factors that either promote or impede the adoption of smart products. These factors are examined as potential mediators in the adoption process. This paper aims to determine if the value-based adoption model can be applied to a broad range of smart service systems. Design/methodology/approach Consumers assessed one of 28 smart products in a scenario-based quantitative study. Multilevel structural equation modeling (SEM) is used to test the conceptual model, taking the nested data structure into account. Findings The findings show that product smartness essentially enhances usage intention via adoption drivers (enjoyment and usefulness) and reduces usage intention via adoption barriers (intrusiveness). In particular, the ability to interact in a humanlike manner increases the benefits consumers perceive, which in turn increases consumer acceptance. Only the smartness characteristic of awareness impairs usage intention, mediated by the perceived benefits of enjoyment and usefulness. Originality/value In contrast to previous research, which usually focuses on single smart products, this work examines a variety of different products, which allows for better transferability of the results to other smart offerings. Furthermore, prior research has mainly focused on single facets of product smartness or researched smartness on an aggregated level. By considering the consumer perception of each smartness facet, the authors gain deeper insights into the perceptual differences regarding product smartness and how this affects technology adoption via conflicting key acceptance drivers and barriers.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1988On the Evaluation of Structural Equation Models 1996The Behavioral Consequences of Service Quality 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model

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