Factors influencing the user acceptance of adapting microchip implants for different purposes

Abstract

Constantly developing technology now take a further step to the future going under the skin, with microchip implants, which allows users to have their data, health parameters, keys and many more things with them wherever and whenever they want. Thus, like all the technologies, and this specific technology being under the skin, made it a whole new area of human behaviors and acceptance towards microchip implants to discover. This research aims to uncover consumer typologies and discover the reasons for and against accepting microchip implants. For this purpose, 160 people participated in an online survey, and two-step cluster analysis was conducted with fourteen indicators. The results implied a four-cluster solution, and the clusters were profiled according to their acceptance level. The clusters were named ‘Highly optimistic towards acceptance’, ‘Prone to acceptance’, ‘Neutral towards acceptance’ and ‘Highly negative towards acceptance’. According to our results, implications for brand awareness, improvements to encourage acceptance, possible marketing strategies are discussed.