Title: Internet of things technologies in developing countries - a holistic view of consumer adoption behaviour

Authors: Imrana Yasmin; Mily Akhter

Addresses: Department of Marketing, University of Dhaka, Dhaka-1000, Bangladesh ' Ispahani Tea Limited, Ispahani Building, 14-15 Motijheel C/A, Dhaka-1000, Bangladesh

Abstract: Internet of things (IoT), an emerging technology and promising paradigm, is transforming almost every industry. This paper presents a holistic view of the most common and prominent factors influencing individuals' adoption of the IoT in developing countries by incorporating four exogenous constructs-product related, security-related, social, and individual factors. The study also explores cognitive and affective responses toward technology as key antecedents of adoption intention. The study employed a mixed research approach using the PLS-SEM method. Results indicate that: 1) product-related, security-related and individual factors have a significant impact on cognitive responses and thus intention to adopt; 2) social factors have a direct impact on affective responses; 3) both cognitive and affective responses directly influence intention to adopt IoT devices. This study highlights factors that affect consumers' intention to adopt IoT technologies, which can serve as a basis for tailoring an effective marketing strategy for IoT devices.

Keywords: internet of things; IoT; PLS-SEM; cognitive response; affective response; product-related factors; security-related factors; social factors; intention to adopt.

DOI: 10.1504/IJTMKT.2023.132176

International Journal of Technology Marketing, 2023 Vol.17 No.3, pp.316 - 345

Received: 31 Mar 2022
Accepted: 05 Dec 2022
Published online: 12 Jul 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article