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

Ing. Norman Lachner

Master's thesis

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.

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

Language used: English

Date on which the thesis was submitted / produced: 6. 1. 2023

Thesis defence

• Date of defence: 2. 2. 2023
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: Ing. Jaromír Skorkovský, CSc.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management