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Title: Whether to adopt or not? : a cross-country comparison of consumer resistance towards the Internet of Things in households
Authors: Meintjes, Corné 
Heidig, Wibke 
Dobbelstein, Thomas 
Keywords: Resistance;Adoption;Smart products;IoT (Internet of Things);Consumer characteristics;Innovation characteristics;Perceived risk;Nostalgia;Spirit of innovation
Issue Date: 2021
Source: Meintjes, C., Heidig, W. and Dobbelstein, T. 2021. Whether to adopt or not? : a cross-country comparison of consumer resistance towards the Internet of Things in households. The Retail and Marketing Review. 17(2): 30-51 (21).
Journal: The Retail and Marketing Review; Vol. 17, Issue 2 
The uptake of IoTs in households worldwide is lower than predicted and comparatively slower in developing
countries than in developed countries due to inadequate digital infrastructure. This study aims to understand
why the Internet of Things in households (specifically smart household appliances) have been resisted and
have not been adopted to predicted levels by comparing Germany as a developed country to South Africa as a
developing country. The specific focus was on innovation and consumer characteristics, perceived risk of adoption,
and personality considerations, using a smart refrigerator. Through regression analysis of data generated from
a quantitative survey of 1665 consumers from Germany and South Africa, it was found that both resistance and
adoption are influenced by how intrusive the smart appliance is, how the consumer perceives its usefulness and
whether it is considered novel or new. The perceived price of the smart appliance also played a role in adoption.
Only South Africans’ perception of their capability to use a technologically innovative product influences their
resistance to the smart appliance. Adoption is not the inverse of resistance when considering the constructs in
their totality. Consumer innovativeness, influenced by uncertainty avoidance, played a significant role among
the German and South African participants both resisting and adopting smart products. However, the cultural
dimension of uncertainty avoidance also influenced consumer innovativeness. On the other hand, South Africans’
spirit of innovation influenced their resistance to and adoption of smart appliances more strongly than their German
ISSN: 2708-3209
Appears in Collections:Research Publications (Management Sciences)

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