Privacy and Personalization in IoT-Supported Devices

This study examines the effects of consumer confidence, privacy perception and personalized experience on customer satisfaction and repurchase intention in IoT-enabled home technology devices. Smart PLS 4.0 program was used for PLS-SEM method in the study. Although there is generally a positive relationship between perceived ease of use (PEOU) and customer satisfaction in the literature, it is determined that PEOU has no significant effect on customer satisfaction in this study. The effects of data privacy awareness and consumer confidence on customer satisfaction were also not found to be significant. However, data privacy concerns have a positive and significant effect on customer satisfaction, and consumer confidence has a positive and significant effect on repurchase intention. Personalized experiences have positive and significant effects on both customer satisfaction and repurchase intention, and customer satisfaction has a positive and significant effect on repurchase intention.