The Internet of Things Age Has Arrived? A Study about The Adoption of Smart Objects in the Brazilian Context

• Autor(a) principal: Gomes, Gabriela da Silva
• Data de Publicação: 2018
• Outros Autores: Bergamo, Fabio Vinicius de Macedo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12208
• topic: Internet of Things; Consumer Behavior; Technology Adoption; Smart Objects; Structural Equations Modeling.; Internet das Coisas; Comportamento do Consumidor; Adoção de Tecnologia; Objetos Inteligentes; Modelagem de Equações Estruturais.

Objective: This study aimed to identify the determinant variables to the adoption of Smart Objects with Internet of Things attributes, by consumers in the Brazilian context.Method: For this, it were presented the concepts and definitions of the terms Internet of Things (IoT) and Smart Objects and identified the variables that can influence the adoption of this kind of technology according to theoretical research, namely: perceived usefulness, perceived ease of use, perceived enjoyment, social influence, trust, perceived behavioral control and cost, considering a quantitative research, with a sample of 208 people, and data analysis using the Structural Equations Modeling.Originality / relevance: It is possible to verify that there are just few studies about the Internet of Things and its influence on the Brazilian consumers, although this theme has been discussed in several technology forums around the country, what highlights the importance of the present research to consolidate this themes knowledge.Results: Through this research, it was verified that, to the analyzed sample, the determinant factors to the adoption of Smart Objects are: cost and perceived behavioral control.Theoretical / Methodological contributions: Such result collaborates to the enrichment of the consumers behavior knowledge in a new technological context, and enables the replication of the theoretical model used, in other contexts.Social / Managerial contributions: It also contributes to the creation of more assertive market strategies considering the Brazilian consumers preferences regarding the aspects: consumers sense of control and the cost of Smart Objects.