Digital Servitization in Practice: Understanding Consumer Adoption of Smart Home Appliances

Öz

Digital servitization has transformed traditional product–consumer relationships by embedding digital services, connectivity, and continuous value creation into physical products. As smart home technologies become more widespread, understanding what drives consumer adoption is critical for manufacturers seeking to create sustainable and service-based revenue models. This study aims to investigate the factors influencing consumers' behavioral intention to adopt digitally servitized smart home appliances and white goods within the framework of the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). A quantitative research design was employed, and data were collected through a structured questionnaire consisting of 35 items measuring UTAUT2 constructs. Using convenience sampling, valid responses were obtained from 250 participants residing in Turkey. Structural Equation Modeling (SEM) was used to test the proposed model and examine the effects of each construct on usage intention. Results from the structural model analysis revealed that price value (β = 0.564) and habit (β = 0.559) had the strongest positive effects on usage intention. Effort expectancy (β=0.342), performance expectancy (β=0.329), hedonic motivation (β=0.260), and social influence (β=0.208) were also found to have significant positive effects. However, the effect of facilitating conditions (β=-0.028) was found to be insignificant. The model demonstrated a very high predictive power, explaining 96.8% of the variance in usage intention (R² = 0.968).  The findings indicate that consumers’ adoption decisions are primarily driven by rational value assessment (price value) and behavioral tendencies (habit), rather than by external support or technical assistance. The non-significant influence of facilitating conditions may be linked to the sample’s high education and technological literacy. Overall, the results highlight that emphasizing value-for-money, creating repetitive usage cycles, and enhancing user engagement through digital touchpoints strengthen adoption. The study contributes to the literature by providing empirical evidence on digital servitization in the consumer goods context and offers managerial insights that help firms design strategies centered on value communication and habit formation.