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An investigation of consumer attitudes and perceptions around the use of Smart Home technology for online shopping & purchases

Byrne, Andrew (2020) An investigation of consumer attitudes and perceptions around the use of Smart Home technology for online shopping & purchases. Masters thesis, Dublin, National College of Ireland.

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The purpose of this paper is to research the perceptions of consumers around Smart Home technology as it relates to e-commerce and online purchasing. The research aims to ascertain whether consumers perceive that Smart Home devices such as artificial intelligence enabled speakers or other Smart Home devices could and would be used by them to buy online. The paper does not attempt to explore or investigate the actual usefulness of these devices or their ease of use, but rather the customers perceptions of them and whether they would be willing to try purchasing using this new e-commerce channel.

The paper takes a quantitative approach in the form of a survey using the Technology Acceptance Model (TAM) proposed by Davis in 1989 to assess the potential users perceptions around ease of use, usefulness, attitude towards the technology as well as their overall intention to try to use the Smart Home devices for online shopping. The model was adapted with additional factors relevant to the investigation of e-commerce and Smart Home devices.

A total of 200 surveys were issued of which 154 were deemed to be valid and complete. The survey used a 5-point Likert scale divided into sections based on the components of the TAM model. From these a series of 10 hypotheses were constructed to assess the relationship each construct in the TAM survey had on the others with a view to understanding if users perceptions had an impact on their attitude towards and their intention to use Smart Home e-commerce.

Some simple statistical analysis was initially performed to evaluate the elements that respondents deemed important and a Cronbach’s analysis was used to determine the internal consistency of the survey and its questions. The hypotheses were then examined using regression analysis.

The findings showed strong relationships between the respondents’ attitudes towards the technology and their perception of its usefulness and whether they intend to try Smart Home e-commerce. It also indicated areas for consideration by the suppliers of Smart Home devices as well as ideas for further research.

Keywords: Smart Home, smart technology, technology acceptance model, e-commerce, perceptions, mobile commerce, trust, intention to use.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Electronic Commerce
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Business Administration
Depositing User: Dan English
Date Deposited: 17 Feb 2021 17:30
Last Modified: 17 Feb 2021 17:30

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