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1 2023

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Consumer dimension of smart home in the perspective of Society 5.0 development

100%

Kalińska-Kula M.

tom z. 173

295--314

Purpose: The aim of the article was to determine how intelligent solutions in the field of smart home are perceived by the consumers and to identify smart home systems considered to be the most valuable consumer solutions, for the user convenience and safety. Design/methodology/approach: In order to achieve the aim of the article, a study was conducted on a sample of 741 respondents. The CAWI technique was used in this research and the measurement tool was electronic questionnaire. Findings: In the light of the obtained results, very positive attitudes of consumers towards smart home solutions were revealed. The highest rated systems were multifunctional sensors, monitoring systems and heating or air conditioning control systems. The vast majority of the respondents confirmed their knowledge of smart home solutions, but not more than one in three respondents admitted to owning such systems. The perception of smart home solutions correlates negatively with the age of consumers and positively with the financial situation and place of residence, while the possession level correlates positively with the consumers’ financial situation. Research limitations/implications: A limitation of the study is the non-random sample, which makes it impossible to relate the results to the general population. Furthermore, the conducted study was carried out in accordance with the descriptive function of scientific research. Such a nature of the study enables the description and recording of the occurrence of a specific phenomenon. It is therefore worth undertaking in the future further research of an explanatory nature, the results of which would make it possible to draw conclusions about cause-and-effect relationships in the perception of smart home systems, taking into account the variables mediating and moderating the studied relationships. Practical implications: The way of perceiving smart home systems correlates positively both with the degree of customers’ knowledge and the state of ownership, and the correlation strength in both cases is at a comparable level. Therefore, the perception of smart home systems does not necessarily result from having personal experience with their use, but also can only be based on the customers’ acquaintance. It can therefore be concluded that marketing communication strategies aimed at increasing the awareness of smart home systems will allow to gain recognition of their usefulness and, as a result, will be effective in increasing the smart home market. Originality/value: The undertaken research attempts to fill the gap in determining the consumer's optics regarding the predilection of smart home systems. The user's perspective allows us to understand the cognitive component of buyers' attitudes towards smart homes, taking into account the local dimension of the study (opinions of Polish consumers).