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Smart energy for Robinson Crusoe: an empirical analysis of the adoption of IS-enhanced electricity storage systems

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Abstract

A lack of social acceptance of large-scale infrastructure projects hampers the necessary transformation of the current energy system. However, besides such large projects, the decentralized generation of electricity is becoming increasingly important and may in the future be accompanied by green IS in the form of IS-enhanced distributed electricity storage systems (ESS). Thus, the aim of this study is to advance the understanding of factors that are necessary for the acceptance and adoption of ESS in private households. We propose a conceptual model and empirically test it with survey data gathered from 339 decision-makers for modifications of privately owned houses in Germany. The statistical analysis confirms that social norms, affinity toward autarky, and concerns about the security of supply influence ESS adoption. We recommend adopters of photovoltaics as first target customers. Moreover, our findings have important implications for utility companies, policy-makers, and for the design and marketing of IS-enhanced ESS.

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Notes

  1. In this study, we use the term customer for customers as well as for potential customers that might adopt the ESS.

  2. Additionally, for cross checking, we used STATA 10 to estimate our hypotheses and significances using a multiple linear regression with the ordinary least square estimator. Our results did not differ from those of the SmartPLS analysis.

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Acknowledgement

We have presented work connected to this article at the 35th ISMS Marketing Science Conference 2013 in Istanbul and we are thankful for helpful suggestions from the participants of the conference. We also like to thank the editor and anonymous reviewers for helpful comments during the review process.

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Authors and Affiliations

  1. Ludwig-Maximilians-University, Geschwister-Scholl-Platz 1, 80539, Munich, Germany

    Benedikt Römer, Philipp Reichhart & Arnold Picot

  2. Center for Digital Technology and Management, Arcisstr. 21, 80333, München, Germany

    Benedikt Römer

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  1. Benedikt Römer
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Correspondence to Benedikt Römer.

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Römer, B., Reichhart, P. & Picot, A. Smart energy for Robinson Crusoe: an empirical analysis of the adoption of IS-enhanced electricity storage systems. Electron Markets 25, 47–60 (2015). https://doi.org/10.1007/s12525-014-0167-5

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