摘要：The aim of this study is to develop a new research framework that explains consumer attitude toward internet of thing (IoT) service. Based on the literature on IoT service, technology paradox, and consumer values, an empirical structural model is developed and tested. This study collects quantitative survey data from Korean IoT users. The empirical test results show that utilitarian values such as efficiency, technology trust, performance ambiguity, chaos give influences to paradoxical attitudes of consumer and these attitudes give influences to IoT service evaluation separately while, hedonic value like hedonic enjoyment gives influence to IoT service evaluation directly without any mediating variables. This initial research on IoT service from a consumer point of view may stimulate further research on IoT-based consumer service innovations.
关键词：IoT; Internet of Things; Technology Evaluation; Consumer Attitude; ; Technology Paradox
