Consumer Experience in the Internet of Things: Conceptual ......Consumer Experience in the . Internet of Things: Conceptual Foundations . Donna Hoffman . Tom Novak . The George Washington
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Many to many interaction between people and content via Web interfaces. Google
Many to many interaction directly between people via social networks. Facebook
Identity of the Internet
Shop online, browse web pages, search for information are all largely static. Global Collective Identity
Shift to smarter apps to enable more sophisticated and complex interactions. Balance of power shifts from marketer to consumer. Global and Personal Collective Identity
Many to many interaction between people and content via Web interfaces. Google
Many to many interaction directly between people via social networks. Facebook
C2M, M2M, M2P, C2C interactions; device interactions autonomous; Digital → physical. Interactions highly heterogeneous, ongoing and evolve over time. ??
Identity of the Internet
Shop online, browse web pages, search for information are all largely static. Global Collective Identity
Shift to smarter apps to enable more sophisticated and complex interactions. Balance of power shifts from marketer to consumer. Global and Personal Collective Identity
C2C interactions recede compared to evolving heterogeneous interactions of C2M, M2M, M2P in overlapping assemblages. New Personalized Consumer Experiences Will Emerge in the Context of the Unique Identity of the Smart Home Assemblage
“The collection of everyday objects and devices in the physical environment that are embedded with technology including sensors, actuators that are programmable and have the ability to communicate wirelessly with the Internet. These “smart products” interact and communicate with themselves and each other – and with humans - by sending and receiving data through the Internet that is stored and organized in a database.”
Research Goal: Understand the nature of consumer experience in the smart home, one important consumer instantiation of the IoT. The IoT represents complex, interactive systems with unique characteristics. These interactions create a whole that is more than the sum of the parts. Just as the web needed new frameworks for understanding consumer experience (Hoffman and Novak 1996), the IoT will need new frameworks to understand the consumer experience that emerges from these interactions.
Focus on emergent experience in the smart home using assemblage theory - a comprehensive theory from the neo-realist school of philosophy which explains the processes by which the identity of a whole - a whole that is more than the sum of the parts - emerges from on-going interactions among its components (Deleuze and Guattari 1988; DeLanda 2002, 2006, 2011; Harman 2008). Recently, assemblage theory has been applied to a range of consumer behavior and marketing problems:
› dissipation of a brand’s audience (Parmentier and Fischer, 2015) › consumption experiences (Canniford and Shankar, 2013) › outsourced family caregiving (Epp and Velageleti, 2014) › long-distance family practices (Epp, Schau and Price, 2014) › heterogeneous consumption communities (Thomas, Price and Schau,
Consumer identity emerges from the consumer’s capacities that are exercised in and emerge from interactions with all other entities. How the consumer affects and is affected by.
Smart home identity emerges from the smart home’s capacities that are exercised in and emerge from interactions with all other entities. How the smart home affects and is affected by.
Consumer experience of the smart home consists of paired capacities that emerge from the consumer’s part-whole interactions with the smart home over time.
Consumer experience of the smart home emerges from the consumer’s part-whole interactions with the home, as exercised through paired capacities. The paired capacities explain how consumers and the home have the capacity to affect and to be affected during interactions with each other. Similar to Connell and Schau (2013), we link self-extension theory (Belk 1998; 2013; 2014) with self-expansion theory (Aron, et.al. 1991; Aron, Aron and Norman 2001) in a larger conceptual framework that encompasses our paired capacities to affect and capacities to be affected, respectively. Our approach also integrates concepts from brand experience (Brakus, Schmitt and Zarantonello 2009), brand-consumer relationships (Belk 1988; Fournier 1989; Reimann and Aron 2009) and anthropomorphism (Epley, Waytz and Cacioppo 2007).
Anthropomorphism: A Key Mediating Emergent Experience
Self-Extension Process Self-Expansion Process
Home-Expansion Capacities
Home-Extension Capacities
Self-Expansion Capacities
Self-Extension Capacities
Home has the capacity to affect the consumer through ambient interaction. Anthropomorphic experience: Home as my robot partner Autonomous. Hedonic objectives. Sociality motivations.
Consumer has the capacity to affect the home through direct interaction. Anthropomorphic experience: Home as cyborg appendage of me Long finger. Instrumental objectives. Effectance motivations.
Shows that multiple research methods ranging from qualitative to quantitative will be needed to understand consumer experience in the IoT. Provides fundamental insight into the nature of interaction in the IoT. Highlights the importance and evolution of changes over time. Emphasizes emergent experiences and identity and the processes that underlie them.