Use of Internet-of-Things for Sustainable Art Businesses: Action Research on Smart Omni-Channel Service

Abstract

Performance and exhibition venues are well-suited for implementing business models that leverage Internet-of-Things (IoT) concepts to integrate both online and offline information. The use of IoT technologies has led to the emergence of omni-channel services, providing customers with information from both online and offline channels. However, there is a lack of field research on the practical implications of IoT concepts in art exhibitions. An action research methodology is required to address this gap, and one potential solution is to implement an IoT-based omni-channel service that integrates online and offline channels to enhance service quality and provide a seamless customer experience. Near Field Communication (NFC), iBeacon, and Internet buttons can be used in an art gallery to achieve these objectives. This study utilized action research methods to examine the impact of customers’ technology interactions in an art gallery setting. The findings indicate that the inclusion of a physical interactive element has a positive effect on IoT use.