Exploring motivations and impacts of consumer Internet of Things appropriation : an advanced Partial Least Square - Structural Equation Modelling (PLS-SEM) approach

As part of widespread IT consumerization, there has been an increasing interest in smart connected objects (SCO) in recent years. The consumer internet of things (CIoT) is presenting new opportunities for usage experience that have the potential to revolutionize our daily life. Nevertheless, CIoT appropriation has been given scant attention until today. Our study aims to understand this appropriation through an empirical study of 505 SCO users from a marketing perspective. The results show that CIoT appropriation is a higher order formative construct having knowledge, consciousness, self-adaptation, control, creation, psychological ownership as its first order reflective sub-dimensions. CIoT appropriation is directly positively influenced by the need for having a place, the need for efficacy and effectance, and the need for self-identity which is a higher order construct. Moreover, the study reveals the positive impact of CIoT appropriation on extra role behaviors, perceived value of SCO and satisfaction of life, as well as the mediating role of extra role behavior on the relationship between appropriation and perceived value of SCO. Our study presents several contributions. First, by conceptualizing CIoT appropriation and exploring individual motivations and its impacts, we advanced the technology appropriation literature that is low on theoretical and empirical insights at the individual level. Second, this work is one of the first quantitative studies on CIoT appropriation. Third, our study modeled CIoT appropriation as a higher order construct that is an advanced issue in PLS-SEM. Forth, considering consumers' active role in co-creation of their usage experience, our model could serve as a tool for a deeper understanding of the effective usage experience of CIoT.