What is Online Customer Behavior

Online business, just like other industries, has adopted advanced technology for business performance. Hence, the technology of internet of things (IoT) has been implemented in recent years. IoT acts as a business ecosystem by interconnecting all physical objects and systems to execute tasks efficiently. However, the extent to which customers understand and appreciated this emerging technology is understudied. The purpose of this chapter is therefore to understand the customer acceptance as well as the gratification gained and sought by them via the use of IoT technology. Based on the uses and gratification theory, this study focused on the antecedents in shaping the attitude of online consumers towards IoT applications. Furthermore, it also addresses the willingness of consumers in becoming more knowledgeable of product with the support of IoT technology.