Original Research

Variations on Internet of Things adoption factors between India and the USA

Reuban Gnana Asir.T, Hansa L. Manohar
South African Journal of Business Management | Vol 54, No 1 | a3810 | DOI: https://doi.org/10.4102/sajbm.v54i1.3810 | © 2023 Reuban Gnana Asir.T, Hansa L. Manohar | This work is licensed under CC Attribution 4.0
Submitted: 14 November 2022 | Published: 29 May 2023

About the author(s)

Reuban Gnana Asir.T, Service Product Manager, Core Networks, Nokia, Chennai, India
Hansa L. Manohar, Department of Management Sciences, College of Engineering, Anna University, Chennai, India


Purpose: This study examines the variations on Technology Adoption Factors, including the cultural aspects in both developing and developed countries for Internet of Things, as the Technology Adoption Factors are not common across the globe.

Although much research has focused on the technical aspects of Internet of Things (IoT) devices, attention is still required regarding IoT applications, features, use cases, and behavioural aspects in the context of the consumption and perception of IoT services.

Design/methodology/approach: In this research, an empirical study is undertaken to identify the factors that influence the adoption of IoT services, using a model based on the unified theory of acceptance and use of technology.

Findings/results: A survey of 800 users was administered in the United States of America (USA) and India. Reliability Tests, Validity Tests and exploratory factor analysis were performed to find the presence of common method variance across both countries. The findings reveal the significance of several independent variables on the adoption of IoT services, namely perceived security risks, perceived trust, social influence, facilitating conditions, and performance expectancy.

Practical implications: This research provides evidence that cultural aspects, social influence and facilitating conditions play a significant role. Illustrations of Airtel, Reliance Jio promotions in India and data-driven decision making from mayors of the USA included.

Originality/value: The research reveals the variation in IoT adoption factors between India and the USA. There are unique variations involved per country that need to be considered for the effective adoption of IoT.


IoT; TAM; technology adoption; UTAUT; cross culture

JEL Codes

C30: General; C80: General; C83: Survey Methods • Sampling Methods

Sustainable Development Goal

Goal 3: Good health and well-being


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