The Consumer Intention to Adopt Smart Connected-Products: Does the Category Matter?

Catherine Viot (1) , Caroline Bayart (1) , Agnes Lancini (1)

1 SAF - Laboratoire de Sciences Actuarielle et Financière

The development of the Internet Of Things (IOT) could be considered as the third period of the digital transformation. More and more Smart Connected-Products (SCPs) are used, whether in the private or public domain. And many different sectors, as automotive, health or insurance develop such products, which can gather, analyze and generate data thanks to sensors and connection. If companies look like interested by this business opportunity, the adoption of SCP is not obvious to consumers. Drawing on the Theory of Planned Behavior (TPB) and on the concept of Consumer innovativeness, this study proposes a model to better understand the intention to adopt SCP. To test our proposed research model, we used an online survey to collect data from a convenient sample of young people from generation Z. According to the results, it seems that intention to adopt SCPs depends on feelings about this decision (subjective norms), personal attitudes towards SCPs and cognitive innovativeness (intellectually interesting and challenging products). But as far as the intention to adopt SCPs linked to insurer is concerned, the subjective norms and the cognitive innovativeness are identified as two main variables.

Mots clés: Brand Trust; Smart connected products; Theory of planned behavior; Insurance 2

Domaines: Gestion et management

Catherine Viot, Caroline Bayart, Agnes Lancini. The Consumer Intention to Adopt Smart Connected-Products: Does the Category Matter?. 3rd International Conference for Marketing in the Insurance industry (ICMI), Oct 2017, St Gallen, Switzerland. ⟨hal-01991186⟩