Examining the consumer-technology relationship : implications of smart technology in the consumer household
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What makes some consumers resistant to smart products such as voice-enabled assistants (e.g., Alexa, Siri), smart security systems, or AI-powered thermostats and energy conservation systems? Among consumers who are receptive to smart technology, are anthropomorphic interfaces such as humanoid robots and voice interfaces threatening? Do consumers form relationships with smart products and/or with the manufacturers? This research investigates how consumer trust, dependence on smart products, and consumer agency impact consumer receptivity to smart products. I hypothesize that consumer dependence on smart products provides challenges for manufacturers: smart products generate consumer value, but also feelings of vulnerability, resulting in greater loyalty but lower trust in the manufacturer. Technology literacy and consumer agency are theorized to moderate these effects. This research provides an overview of the smart home, draws on industry and academic literatures to establish relevance, and discusses how key relational concepts impact the consumer- technology relationship.
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Ph. D.