An exploratory study on the determinants of purchase intention for Internet of Things products

Abstract

The purpose of this study was to explore factors that influence customers intentions to purchase Internet of Things (IoT) technologies. Intended as an exploratory study to expand on technology acceptance variables, this study tested the effects of brand trust, performance expectancy, effort expectancy, social influence, self-efficacy, anxiety, and privacy concerns on purchase intention for IoT products. Using three surveys, the researcher found that performance expectancy had a positive effect on purchase intention. Anxiety had a negative effect on purchase intention, while privacy concerns, social influence and self-efficacy were not significant. Brand trust and effort expectancy had varying influences on purchase intention depending on whether the participant was responding to an advertisement for a product with high brand trust or low brand trust. This study has implications for what issues companies should address or avoid in their marketing communication to increase adoption of IoT products.