Internet of things and well-being: a transformative consumer research perspective

• Main Author: Khoo, Kim Leng *
• Format: Thesis
• Published: 2021
• Subjects: HF Commerce; TK Electrical engineering. Electronics Nuclear engineering
• Online Access: http://eprints.sunway.edu.my/2374/
• Institution: Sunway University

The Internet of Things (IoT) is an evolution of different devices and the interconnection of networks of these devices via the Internet. One of the most common IoT consumer products is voice assistants which becomes a widespread and feasible interaction mechanism with the introduction of anthropomorphic features. Such technology changes the way consumers engage with computers. While extensive research has been done with regards to smart technology acceptance and adoption, the impact of the anthropomorphized device on consumer well-being remains nebulous. Drawing on the theories of anthropomorphism and self-determination, this study explores the motivating factors of consumers’ anthropomorphic experience and examines the likely effect of anthropomorphism and user engagement on consumer subjective and psychological well-being. The data were analysed using partial least squares path modelling method with 587 online surveys collected from Prolific Academic and Malaysian respondents who have used voice assistants in the past 3 months from the period when the survey began. The results suggest that consumers who are socially disconnected and have a high need for control over one’s environment are more likely to anthropomorphize voice assistants. Interestingly, this study found that anthropomorphism is associated with subjective well-being but not psychological well-being. However, user engagement is found to have a positive effect on consumers’ subjective and psychological well-being when it is paired with anthropomorphic experience. Theoretically, this study contributes to the breadth of transformative consumer research field by integrating two theories in ways to provide maximum insights on how technology improves consumer well-being and how well-being can be further enhanced through user engagement. The practical contribution of this study highlights the critical role of IoT in consumers’ lives, marketing, technology companies, and healthcare industries. Voice assistants are able to provide social reconnection to the consumers which might reduce loneliness epidemic. There is a potential growth of voice assistants in voice-enabled advertisements and more businesses should introduce anthropomorphic technology in their service and devices, providing consumers with an engaging consumer experience. Besides that, the voice assistant could be an assistive technology to facilitate healthcare industries such as hospital and nursing homes.