A Study on the Successful Adoption of IoT Services : Focused on iBeacon and Nearby

TL;DR: It is noted that the easy of use significantly affects the adoption of location- based IoT service and it is important to build the secured mechanism of privacy protection to adopt of locatio n-based IoT service.

Abstract: Submitted：January 27, 2015 1 st Revision：February 12, 2015 Accepted：February 17, 2015* 숭실대학교 대학원 경영학과** 숭실대학교 경영학부 교수, 교신저자The purpose of this study is to propose the effective location- based IoT service acceptance model by integrating ELM (Elaboration Likelihood Model) with UTAUT (Unified Theory of Acceptance and Use of Technology). The Partial Least Squares was used to analyze the causal relationships with respect to the effects of central route and peripheral route on acceptance intention.The results shows that central route has more significant impac ts on perceived usefulness than peripheral route and CFIP (Concern for Information Privacy) weaken the relations hip of acceptance intention and perceived usefulness. Our findings indicate some meaningful implications in the accep tance research of IOT services. First, we noted that the easy of use significantly affects the adoption of location- based IoT service. Furthermore, it is important to build the secured mechanism of privacy protection to adopt of locatio n-based IoT service. Second, we tried to attempt the newly integrated approach to technical acceptance using UTAUT’s variables and ELM by Petty and Cacioppo (1986). Finally this research empirically analyzed the adoption case of location-based IoT service which is not well-known yet within our country.