The Challenge for Energy Saving in Smart Homes: Exploring the Interest for IoT Devices Acquisition in Romania

Abstract

The Internet of Things (IoT) is a shift towards a digitally enriched environment that connects smart objects and users, aiming to provide merchants with innovative ways to communicate with customers. Therefore, the aim of this research was to identify the Romanian consumer′s openness to technological autonomy and the degree of acceptance of IoT services and technologies to address the green deal principle of low energy consumption. This article investigated the factors that influence the decision to buy smart IoT devices and customers′ perception regarding the security of the data generated in this process. Based on the Technology Acceptance Model (TAM), this research proposed an alternative model consisting of 18 items measured on a Likert scale in order to identify the factors that contribute to the perceived value of the consumer and the behavioral precursors impacting the decision to purchase IoT products. More and more products have built-in sensors and through the Internet connection generate valuable data from a managerial point of view in relation to the customer. Although these data are expected to be of great value to companies, the way they are used is not always transparent and can affect the purchasing decisions and the behavior of IoT products′ customers. The findings of this paper aimed to better promote Smart Home IoT technologies and devices among Romanian people, making possible the control of consumption and the generation of energy savings.