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IoT-commerce : opportunities for customers through an affordance lens

Title data

Bayer, Sarah ; Gimpel, Henner ; Rau, Daniel:
IoT-commerce : opportunities for customers through an affordance lens.
In: Electronic Markets. (2020) .
ISSN 1422-8890
DOI: https://doi.org/10.1007/s12525-020-00405-8

Official URL: Volltext

Abstract in another language

Retail commerce is influenced by digital technologies at large scale. After electronic commerce and its evolution into mobile commerce, we now see that the Internet of Things (IoT), one of the most disruptive developments in recent times, is about to radically transform retail commerce from need recognition to post-purchase engagement and service. Extant literature mainly investigates technical features of IoT, missing out on a customer-centric perspective. Theoretically founded in Activity and Affordance Theories, this paper conceptualizes IoT-commerce, identifies opportunities for customers, and links them to the customer buying process. Based on an extensive literature review, twelve affordances are derived and evaluated with a sample of real-world IoT devices. All affordances offered by electronic and mobile commerce are still valid for IoT-commerce but extended by three affordances unique to IoT-commerce: context-aware services, natural interactions, and automated customer processes. Affecting all steps of the customer buying process, IoT-commerce is worth to be understood by researchers, customers, and companies.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Activity Theory; affordances; e-commerce; m-commerce; IoT
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Information Systems and Value-Based Business Process Management
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Information Systems and Value-Based Business Process Management > Chair Information Systems and Value-Based Business Process Management - Univ.-Prof. Dr. Maximilian Röglinger
Profile Fields
Profile Fields > Emerging Fields
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Result of work at the UBT: Yes
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 31 Mar 2020 08:33
Last Modified: 31 Mar 2020 08:33
URI: https://eref.uni-bayreuth.de/id/eprint/54749