Motivation Towards Adoption of Internet of Things (IoT) Services in Retailing Among Malaysian Youth

Noorshella Binti Che Nawi, Yusrinadini Zahirah Md Isa@Yusoff, Mohd Zulkifli Muhammad, Naeem Hayat
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan

Abdullah Al Mamun
Faculty of Business and Management, UCSI University

Anas A. Salameh
Department of Management Information Systems, Price Sattam bin
Abdulaziz University


It is predicted that the Internet of things (IoT) is the future of the business world. In terms of innovation, the adoption of IoT is still in its infancy and many business sectors are still reluctant to adopt IoT due to the lack of consumer acceptance. This study used the Unified Theory of Acceptance and Use of Technology (UTAUT) that features perceived enjoyment, perceived trust, and perceived risk to estimate the motivation towards the use of the Internet of Things (IoT) services in retailing among Malaysian Youth in Malaysia. The quantitative data was collected from a total of 357 respondents from Malaysia and analysed using PLS-SEM. The study findings suggested that performance expectancy, facilitation of conditions, perceived enjoyment, and perceived trust of IoT could positively and significantly influence the motivation to adopt IoT. Perceived risk has a significant but negative effect on the motivation to adopt IoT. This study focused on the perception on the features of IoT as factors towards the motivation to accept IoT. The findings presented important theoretical and practical implications for the development and marketing of IoT in retail industry. Finally, the study presented the limitation and practical implication.

Keywords: Internet of Things, Motivation, Partial least square-structural equation model, Malaysian youth, retailing, Malaysia