사물인터넷 제품 지속사용의도에 미치는 기대가치 요인 : 기대일치모형을 중심으로

Internet of Things (IoT), which creates personalized products and services, is the core technology of the fourth industrial revolution. Despite the recent growth of IoT markets, studies on the continuous intention to use IoT, especially at the customer segment level, are limited. Therefore, this study examines the effect of expected values on the perceived usefulness, confirmation, satisfaction, and continuous intention to use IoT based on expectation–confirmation theory. The influence of each expected value is further analyzed for demographically different groups of actual users. Results of the segmentation analysis show that households with one or two members value compensation. By contrast, households with three or more members value entertainment and safety. Meanwhile, low-income households value compensation, whereas high-income households value entertainment and scalability. These results, which are based on actual IoT customer experiences, can provide useful insights into the development of effective segmentation strategies.