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- Title
Gender and Generational Differences in Consumers' Perceptions of Internet of Things (IoT) Devices.
- Authors
Albert, Leslie J.; Rodan, Simon; Aggarwal, Nitin; Hill, Timothy R.
- Abstract
Purpose: This study investigates gender and generational differences in consumers' familiarity, security concern, and intentions to purchase Internet of Things (IoT) devices. Design/methodology/approach: This study surveys 463 undergraduate business students at a large North American university. Findings: Findings suggest that men are more familiar with IoT devices than women (p<0.001), but concerns about the security risks associated with these devices influence women's purchase intentions more than men's (p<0.1). Furthermore, younger generations are found to be more concerned about IoT security risk (p<0.1) and more influenced by risk in their intentions to purchase IoT devices (p<.05), than are older generations. No evidence was found for gender differences in security concern nor for age differences in IoT familiarity. Practical/social implications: The gender and generational differences found here suggest producers of IoT technologies could increase consumers' purchase intentions by developing more secure IoT devices and by providing clearer explanations of their security risks. Originality/value: Despite widespread adoption of IoT devices, few studies consider how demographic characteristics may influence consumers' perceptions of these technologies. This study contributes to both the information systems and marketing literatures by investigating how gender and generation may influence consumers' IoT familiarity, security concern, and purchase intentions.
- Publication
e-Journal of Social & Behavioural Research in Business, 2019, Vol 10, Issue 3, p41
- ISSN
1838-8485
- Publication type
Academic Journal