Internet of Things (IoT) - Acceptance, Barriers and Marketing Perspectives

Ing. Norman Lachner

Diplomová práce

Anotace:

This thesis investigates the acceptance factors of IoT devices in Germany, using the smartwatch as example. Applying the extended unified theory of acceptance and use of technology (UTAUT2), Hedonic Motivation was identified as the most important factor for consumers. The factor Privacy Concerns, which was added in this study, also signifi-cantly influences the Behavioral Intention as well as the Use Behavior (directly). Fur-thermore, the various opportunities of IoT in marketing are elaborated, which result in particular from the availability of customer information and facilitated interactions.

Abstract:

This thesis investigates the acceptance factors of IoT devices in Germany, using the smartwatch as example. Applying the extended unified theory of acceptance and use of technology (UTAUT2), Hedonic Motivation was identified as the most important factor for consumers. The factor Privacy Concerns, which was added in this study, also signifi-cantly influences the Behavioral Intention as well as the Use Behavior (directly). Fur-thermore, the various opportunities of IoT in marketing are elaborated, which result in particular from the availability of customer information and facilitated interactions.

Keywords

Technology Acceptance, UTAUT2, Smartwatches, Internet of Things (IoT), Marketing Perspectives, Hedonic Motivation, Privacy Concerns, Consumer

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 6. 1. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 2. 2. 2023
• Vedoucí: Ing. Dušan Mladenović, Ph.D.
• Oponent: Ing. Jaromír Skorkovský, CSc.

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management