Research on the Impact of Smart Home Service Innovation on Consumers' Willingness to Use from the Perspective of Privacy Concerns
DOI:
https://doi.org/10.54691/bcpbm.v29i.2272Keywords:
Smart home, Service innovation, Perceived value, Perceptual intrusiveness, Privacy concernsAbstract
In order to explore the influence mechanism of smart home service innovation on consumers' willingness to use, this paper constructs a chain mediation model of smart home service innovation on consumers' willingness to use through perceived intrusiveness and perceived value, and explores the moderating role of privacy concerns in the model. The results show that :(1) Smart home service innovation has a significant positive impact on consumers' willingness to use; (2) Perceived value and perceived intrusiveness played a partially mediating role in the positive impact of smart home service innovation on consumers' willingness to use, respectively; (3) Perceived intrusiveness and perceived value play a chain-mediated role in the positive impact of smart home service innovation on consumers' willingness to use; (4) Privacy concerns moderated the two partial mediating pathways, that is, the stronger the privacy concerns, the weaker the positive mediating effect of perceived value, and the stronger the negative mediating effect of perceived intrusive. This paper explores the mechanism of the impact of smart home service innovation on consumers' willingness to use from the perspective of privacy concerns, which is a supplement and enrichment to previous studies, and also provides valuable ideas for the physical retail industry to properly handle consumers' privacy and improve consumers' willingness to use.
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