Within the topic of Internet of Things (IoT) smart objects are a key concept. The concept of making everyday objects smart. Smart objects that can understand and react to their environment, creating a smart environment. However, with the fast technological development leading to more smart environments in the physical world, not much research has been done on how this will influence users from an Environmental Psychology perspective.
Earlier research on smart technologies has shown that users who received real-time feedback on their behavior got their attitude influenced and also changed their behavior, creating an interest to further explore the possibilities and impact of this technology. Marketing researchers have done Environmental Psychology studies for a long time to examine how other environmental stimuli (light, music, scents and digital signage etc.) influence people’s perception, emotions and behaviors using the Mehrabian-Russell model to build stimulating environments also known as atmospherics.
This study aims to solve the lack of research on how the emerging smart environments will influence consumers. With the following research question: “How will a retail example of a smart environment influence consumers from an environmental psychology perspective?”
The research strategy was a scenario-based case study, where the participants got to experience a retail scenario with a simulated smart environment. The data collection method were in-depth semi-structured interviews that was conducted on 10 participants, randomly selected. Thereafter a thematic analysis was conducted as a data analysis method. Data extracts were theory driven coded and categorized under the environmental psychology themes.
Table of Contents
1. Introduction
1.2 Background
1.2 Problem
1.3 Research question
1.4 Delimitations
2. Extended background
2.1 Smart technology
2.2 Environmental psychology
2.3 Atmospheric effects research
3. Methodology
3.1 Choice of research strategy and method
3.1.1 Scenario-based case study
3.1.2 Choice of research method
3.1.3 Choice of data analysis method
3.1.4 Alternative approaches
3.1.5 Scenario-based case study research ethics
3.2 Application of method
3.2.1 Scenario
3.2.2 Data collection
3.2.3 Data analysis technique
3.2.4 Ethical deliberations
4. Results
4.1 Thematic analysis
4.1.1 Themes from the codes
4.2 The influence of smart environment
4.2.1 Perception of the technology
4.2.2 Perception of overall atmosphere
4.2.3 Pleasure, Arousal & Dominance
4.2.4 Behaviour
5. Discussion
5.1 End summary
5.1.1 Study findings summarized
5.1.2 Study summarized
5.2 End discussions
5.2.1 Conclusions
5.2.2 Originality and significance
5.2.3 Limitations and future research
5.2.4 Authors final discussions
Research Objectives & Themes
This study explores how smart environments influence consumer perception, emotional states, and behaviors in a retail context. By applying an environmental psychology framework, the research examines whether integrating interactive, smart technology into physical retail spaces creates atmospheric experiences that enhance customer satisfaction and influence shopping behavior.
- Impact of IoT-based smart environments on consumer perception.
- Application of the Mehrabian-Russell model (PAD) in retail.
- The influence of atmospherics on emotional response (Pleasure, Arousal, Dominance).
- Behavioral intentions, including approach versus avoidance responses.
- Integration of real-time feedback and personalized content in retail settings.
Excerpt from the Book
3.1.1 Scenario-based case study
This study is based on an inductive approach where the information was gathered to detect patterns and regularities to end up developing some general conclusions (Hedin 2011). A qualitative research strategy has been applied in this study. The choice of research strategy is based on our research question that investigate smart environments and its influence on consumers. Sociology is the study of human social behavior and a case study is, as a research strategy, often used in research projects that examine this area (Yin, 2013). This thesis is positioned within the field of immersive networking but due to the environmental psychology approach in the research question, the social aspects are being investigated as well. A case study refers to a social phenomenon and the purpose with this thesis is to examine for the perceptions and influence of smart environments. Since the research project has an inductive approach where the data collection will lead to theory building, a case study is a suitable choice (Bhattacherjee, 2012). Case studies are used to get more understanding on relationships and processes, focus on one specific instance and to get in-depth insight on the subject (Denscombe, 2003). During this study a case study will be combined with scenario-based tools to get deeper knowledge on how an retail example of a smart environment influence consumers, a particular research issue in its natural setting (Denscombe, 2003).
Summary of Chapters
1. Introduction: Outlines the research field of Immersive networking and the Internet of Things, establishing the motivation for studying smart environments in retail.
2. Extended background: Reviews technical design patterns of smart technology and the theoretical foundation of environmental psychology, specifically the Mehrabian-Russell model.
3. Methodology: Details the scenario-based case study strategy, participant selection, and the use of semi-structured interviews and thematic analysis.
4. Results: Presents the findings from participant interviews, coded and categorized into themes related to the perception of technology and overall atmosphere.
5. Discussion: Synthesizes the results, concluding that smart environments increase arousal and create positive atmospheric experiences, while noting limitations and potential for future research.
Keywords
Internet of Things, Smart Environments, Environmental Psychology, Atmospherics, Retail, Consumer Behavior, Mehrabian-Russell Model, IoT, Immersive Networking, User Perception, Emotional Response, Customer Experience, Digital Signage, Scenario-based Study, Qualitative Research.
Frequently Asked Questions
What is the primary focus of this research?
The work investigates how the implementation of smart technology in a retail environment influences consumer perceptions, emotional responses, and purchasing behavior from an environmental psychology perspective.
What key theoretical models are applied?
The research primarily utilizes the Mehrabian-Russell model (Stimulus-Organism-Response) to analyze how environmental stimuli influence emotional states like Pleasure, Arousal, and Dominance, which in turn drive approach or avoidance behaviors.
What is the core research question?
The study seeks to answer: "How will a retail example of a smart environment influence consumers from an environmental psychology perspective?"
Which scientific methodology was employed?
A qualitative, scenario-based case study was used. Ten participants experienced a simulated smart retail environment, followed by in-depth, semi-structured interviews to gather data on their experiences.
What does the main part of the document cover?
It covers the technical background of smart objects (IoT), the principles of environmental psychology, the methodology of the scenario-based case study, and a detailed thematic analysis of participant interviews.
Which keywords characterize this work?
Key terms include Internet of Things, Smart Environments, Environmental Psychology, Atmospherics, Retail, and Consumer Behavior.
How does the smart technology in the scenario function?
The scenario uses Estimote stickers attached to running shoes. When a participant interacts with a shoe, the system broadcasts a signal to a monitor, which then displays relevant product information, simulating a smart retail response.
What are the primary conclusions regarding customer reaction?
Participants generally perceived the smart environment as positive, modern, and efficient. They expressed feelings of excitement and pleasure, indicating that such environments promote approach behaviors and potentially increase customer satisfaction.
Did the participants identify any concerns?
Yes, some participants noted potential security risks associated with interconnected devices and expressed that they sometimes preferred the personal touch of a human salesperson for complex decision-making.
- Quote paper
- Johan Hallen (Author), Kajsa Sörlien (Author), 2016, Smart Digital Signage, Munich, GRIN Verlag, https://www.grin.com/document/339419
