Journal of New Approaches in Management and Marketing

Designing a Grounded Model of the Social Acceptance of Smart Home Technology among Iraqi Consumers

Document Type : Original Article (Qualitative)

Authors

Abdullah Abdulkareem Abbas Al-saadi 1
Ghasem Zarei 2
Mohammad Bashekouh Ajirloo 3
Naser Seifollahi 3

1 Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran,

3 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

https://doi.org/10.22034/jnamm.2026.578973.1265
Abstract
The present study aims to develop a grounded model of the social acceptance of smart home technology among Iraqi consumers. This research was conducted within the framework of an interpretive paradigm using a qualitative approach. The study population consisted of 15 experts in smart home technology and university scholars specializing in marketing, who were selected through the snowball sampling technique and participated in semi‑structured interviews.Data were collected through semi‑structured interviews and analyzed using the latent content analysis technique with MAXQDA 2024 software. The analysis process was carried out in three stages: open coding, axial coding, and selective coding.The findings led to the identification of several key categories, including smart home technology acceptance, perceived trust and security, lifestyle integration behaviors, economic decision‑making, and responses to social influence, from which seven main and novel hypotheses were derived. The results also indicate that the core category, “social acceptance of smart home technology,” represents a multidimensional construct influenced by cognitive, social, and innovative dimensions.

Keywords

Technology
Smart home technology
Social acceptance
Economic decision-making
Iraqi consumers
Subjects

  • Receive Date 01 January 2026
  • Revise Date 11 March 2026
  • Accept Date 14 May 2026

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