Does the learning ability of smart products lead to user resistance?

Abstract

The rapid development in recent years of smart products characterized by their ability to learn is arousing increasing interest from researchers and managers. However, relatively little work has focused on negative user reactions to these devices, especially with regard to resistance and distrust reactions. Specifically, it is not known how the perception of their learning ability influences user resistance to smart products, nor what the mechanism is that leads to distrust. To address these questions, this study aims to examine the relationship between the consumer’s perception of smart products’ ability to learn and potential consumer resistance. Results of the structural equation modeling provide evidence that: (1) product learning ability has an impact on perceived complexity and perceived risks (privacy risk and discrimination risk), (2) perceived risks have an impact on user distrust, (3) perceived complexity, perceived risks and distrust have an impact on user resistance to smart products.