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How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Ching-Jui Keng

    (National Taipei University of Technology)

  • Hsin-Ying Liu

    (Shih Chien University)

  • Yu-Hsin Chen

    (Shih Chien University)

Abstract

Marketers are now employing artificial intelligence (AI) to improve the customer experience, turning it into the key to enterprises’ future success. Smart speakers also known as voice assistant, are voice recognition programs powered in the Internet of things by AI technology designed to promote customer interaction, engagement, and voice-based conversations. This chapter proposes a new framework for consumers in regards to interactive experiences with smart devices. The optimal scenario of the synergistic experience between a customer and a smart device is explored under the framework of Internet of Thing (IoT) by observing the interactive occurrences among interpersonal orientation, objects’ orientation, and social orientation. Specifically, this chapter first discusses AI technology advancement optimization of the customer experience. Then, explored the interaction experience between customers and intelligent objects in the context of IoT, can be classified into four different types of experience combination attributes: self-extension, self-restriction, self-expansion, and self-reduction. Second, the proposed model is validated by an experiment, explore the levels of interaction experience between customers and smart speaker devices influences on customer engagement. Finally, the chapter also discusses user types and parasocial interaction interfere with the interactive experience levels of users and smart speaker devices and customer engagement.

Suggested Citation

  • Ching-Jui Keng & Hsin-Ying Liu & Yu-Hsin Chen, 2023. "How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 219-238, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_10
    DOI: 10.1007/978-3-031-14961-0_10
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