Intelligent IoT-enabled marketing systems: Enhancing consumer sustainability engagement through perceived usefulness

IF 7.6 3区计算机科学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Internet of Things Pub Date : 2025-10-09 DOI:10.1016/j.iot.2025.101797

Shuqi Huang , Yaying Zhou , Haytham F. Isleem , Ghanshyam G. Tejani , Adham E Ragab

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引用次数: 0

Abstract

This study examines how IoT-based marketing influences consumer engagement in sustainability. Using surveys from 847 people and 32 interviews, we found that these strategies significantly boost engagement (β = 0.724, p < 0.001). Perceived usefulness partially mediated this relationship, accounting for 53.9 % of the total effect (β_total = 0.677; indirect β = 0.365, 95 % CI [0.298, 0.437]; p < 0.001). The research reveals the existence of three consumers: Tech-Sustainability Enthusiasts (34.2 %), Cautious Adopters (41.7 %%), and Traditional Consumers (24.1 %). Each group has its own responsiveness pattern to the marketing of IoT-enabled sustainability. According to the research, they extend a well-established theoretical framework to the emerging IoT-sustainability domain. Similarly, and they also provide the first empirical evidence for perceived usefulness. It is critical mediating mechanism in the IoT-sustainability domain. The research gives useful hints to those who want to make use of IoT in sustainability. Importantly, the technology must demonstrate the usefulness to obtain maximum engagement.

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智能物联网营销系统：通过感知有用性增强消费者可持续性参与

本研究考察了基于物联网的营销如何影响消费者对可持续发展的参与。通过对847人的调查和32次访谈，我们发现这些策略显著提高了敬业度（β = 0.724, p < 0.001）。感知有用性部分介导了这种关系，占总效应的53.9% （β_total = 0.677；间接β = 0.365, 95% CI [0.298, 0.437]; p < 0.001）。研究显示存在三种消费者：技术可持续发展爱好者（34.2%），谨慎采用者（41.7%）和传统消费者（24.1%）。对于物联网可持续发展的营销，每个群体都有自己的响应模式。根据这项研究，他们将一个成熟的理论框架扩展到新兴的物联网可持续性领域。同样地，他们也为感知有用性提供了第一个经验证据。它是物联网可持续性领域的关键中介机制。这项研究为那些想要在可持续发展中利用物联网的人提供了有用的提示。重要的是，该技术必须证明有用性，以获得最大的参与。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Internet of Things Multiple-

CiteScore

3.60

自引率

5.10%

发文量

115

审稿时长

37 days

期刊介绍： Internet of Things; Engineering Cyber Physical Human Systems is a comprehensive journal encouraging cross collaboration between researchers, engineers and practitioners in the field of IoT & Cyber Physical Human Systems. The journal offers a unique platform to exchange scientific information on the entire breadth of technology, science, and societal applications of the IoT. The journal will place a high priority on timely publication, and provide a home for high quality. Furthermore, IOT is interested in publishing topical Special Issues on any aspect of IOT.