Integrating Internet-of-Things Technologies in Luxury Industries: The Roles of Consumers’ Openness to Technological Innovations and Status Consumption

Internet-of-Things technologies may help luxury companies deliver their offerings in a different way. However, their actual effects on consumers remain hazy. This paper sheds light on the impact that consumers’ openness to technological innovations may have on perceived usefulness of Voice Assistants (VAs) in the context of luxury tourism. In two studies using luxury yachts and luxury hotels as research settings, we operationalised consumers’ openness to technological innovations as risk propensity and openness to change, respectively, and examined their impact on consumers’ perceived usefulness of VAs, considering the moderating role of status consumption orientation. Results showed that a greater level of openness to technological innovations leads consumers to perceive VAs as more useful, and this effect is mitigated when consumers exhibit greater status consumption orientation.