Home Sweet Smart Home: Enhancing Consumer Valuation and Purchase Intention of Smart Home Technologies (SHTs) for Societal Value

Smart home technology (SHT) offers numerous economic, social, and environmental benefits, positioning it as a sustainable option for individuals and families seeking eco-friendly living solutions. Despite these advantages, adoption rates for SHT remain paradoxically low. Recognizing the ecological potential of SHT, this study investigates the psychological processes that influence the perceived sustainable value of SHT offerings within website content and how these perceptions affect adoption behavior. By integrating innovation diffusion theory with perceived value theory, this research provides a comprehensive framework for understanding the adoption of complex innovations like SHT. Empirical findings reveal that imagery processing during the online purchasing experience significantly enhances the perception of sustainable benefits and reduces the perceived sacrifices associated with adopting SHT, highlighting the importance of visual content in promoting sustainable technology adoption.