Research On Consumers’ Purchase Intention To Internet Of Things (IoT) Products And Siphon Effect Mechanism

Recently,internet technology and applications have achieved great development,which is known to all of us.From 3G to 4G and then to today’s 5G,it keeps refreshing people’s cognition,changing people’s daily life and providing people with better Internet services.Meanwhile,the Internet of Things technology and its application have also made breakthrough progress: from a concept at the end of the last century to nowadays an opportunity creator to promote the fourth industrial revolution in developed countries and provide opportunities for various enterprises to interact with customers and establish sustainable relationships.The Internet of things has three obvious characteristics:(1)it contains ubiquitous objects such that they can make communications mutually through the internet,and is equipped with sharing,sensing,storage and evaluation functions to enable these objects to understand their environment;(2)it involves human-human,object-human and object-object communication,and has the ability of networking,processing and identification;(3)Make independent decisions through self-learning.Thanks to the above three characteristics,Internet of things technology and its products have become a tool to facilitate people’s life and liberate people’s hands.There are a huge number of correlational studies in the field correlated with IoT adoption.Despite the research on consumers’ willingness to adopt and consumers’ purchase intention is rich,few scholars take behavior of corporation into account.Thus,starting from this point,this paper sets up a research framework with the help of Value-based Adoption Model(VAM)and Expectation-Confirmation Model(ECM)to remedy the discussed omissions.Through the analysis of 427 data collected by paper questionnaires combined with online ones,that there is a causal relationship between consumer psychological factors and Internet of things product factors and consumer satisfaction with products is found,and consistent with the basic view of the expectation verification model,consumer satisfaction is the decisive factor of their purchase intention.Furthermore,the Internet of Things marketing announcement is expected to enhance users’ awareness of the convenience and comfort of daily life.From the perspective of enterprise marketing,few people focus on the variables that may affect users’ acceptance of Internet of Things products within and across peers.According to the Value-based Adoption Model(VAM),this paper is meant to build a research framework to test the impact and potential mechanism of enterprise Internet of things marketing announcement on consumers’ purchase choice between announced enterprise products and their peer products.Therefore,this study conducted three laboratory experiments.The experimental results show that the enterprise’s Internet of things marketing announcement will significantly affect consumers’ perceived value of the enterprise’s Internet of things ecological products,and then affect consumers’ purchase intention(Study 1,2 and 3).Brand familiarity(Study 2)and product typicality(Study 3)regulate the influence relationship between Internet of things marketing announcement and perceived value.Importantly,the company’s Internet of things marketing announcement will have a siphon effect,which will expand the purchase intention of its own Internet of things ecological products,but will damage the products of its peers(Study 3).Finally,making combination with what results this paper offers,this paper ends up with discussions over the theoretical and practical implications of this research.