Analyzing customer acceptance of the internet of things (IoT) in the retail industry

Abstract

This study examined the effects of critical success factors on Malaysian consumers’ acceptance of the internet of things (AOIoT) in the retail industry. A cross-sectional design was adopted, and quantitative data were collected from 357 respondents using an online survey. The findings revealed that performance expectancy, facilitating conditions, perceived enjoyment, perceived trust, technology autonomy, and perceived risk have a significant impact on attitude towards the IoT (ATIoT). The findings also revealed a positive and significant effect of ATIoT on the AOIoT among Malaysian customers. Therefore, relevant policymakers and industry should improve Malaysian consumers’ awareness of and attitudes towards the IoT.