Factor Accepting Internet of Things (IoT) Among Generation Y

Abstract

With the rapid advancements in the Internet technology, many retailers are embracing Internet of things technology in their operation. The usage of IoT is to enhance customer experience and improve efficiency. The rise of usage IoT in retail sector is believed to associate with the increasing number of generation Y in spending online. Therefore, there is urge in investigating factor affecting IoT among generation Y in purchasing online. This study will extend the UTAUT Model by analyzing the perceived risk, perceived trust, interactive communication and attitude towards accepting IoT technology among generation Y.