The subject of this article is to analyze the users’ attitude towards new, 5G-enabled smart living services before their commercial launch. The goal is to offer a framework for the analysis and evaluation of influential factors in the early adoption of 5G residential services. Additionally, the paper examines how mobile operators can leverage their existing infrastructure and services to boost the acceptance of both 5G as a technology and the provided smart-living services. To ascertain the potential impact that mobile operators can have on the adoption of such services, loyalty programs were taken into account as a separate factor in the acceptance study. The study was conducted in Serbia in the form of a survey. The analysis of the results yielded some notable conclusions such as trust in technology playing the leading role in influencing the behavior intention, while loyalty programs showed that they can influence attitudes towards individual smart living services. The presented results can be used to shape any future implementation of 5G-based services in Serbia, or any other country whose 5G infrastructure and services for the residential customer segment are yet to be established.

本文的主题是在商业推出之前分析用户对支持 5G 的新型智能生活服务的态度。目标是提供一个框架来分析和评估 5G 住宅服务早期采用的影响因素。此外，本文还探讨了移动运营商如何利用其现有基础设施和服务来提高 5G 作为技术和所提供的智能生活服务的接受度。为了确定移动运营商对此类服务的采用可能产生的潜在影响，忠诚度计划被视为接受度研究中的一个单独因素。该研究以调查的形式在塞尔维亚进行。对结果的分析得出了一些值得注意的结论，例如对技术的信任在影响行为意图方面发挥着主导作用，而忠诚度计划则表明它们可以影响对个人智能生活服务的态度。所提供的结果可用于影响塞尔维亚或尚未为住宅客户群建立 5G 基础设施和服务的任何其他国家未来实施基于 5G 的服务。