Rukudzo Pamacheche

Abstract

The Internet of Things (IoT) paradigm represents a significant shift in consumer behaviour as users adapt to more convenient processes, thanks to the advent of industry 4.0 and growing digital transformation in South Africa. IoT is no longer restricted to workplace environments and is available for consumers to use for personal gains. This motivated the correlation study to develop a conceptual model to test the relationships between consumer optimism, innovativeness, discomfort and insecurity of the technology readiness index (TRI) and attitudes and adoption intention of new personal IoT technology. Cross-sectional quantitative data was collected on an online questionnaire completed by 178 respondents and analysed using PLS-based structural equation modeling. Findings confirm that optimism and innovativeness are motivators, increasing the degree of readiness for the IoT revolution. Conversely, insecurity and discomfort are inhibitors of adoption, revealing lags in readiness in terms of those constructs. Although the study was limited to four TRI constructs, it contributes insights about insecurity and discomfort attributes that need to be addressed to improve consumer readiness, based on a tested model. There are implications for IoT technology designers, standards authorities and academics for more creative presentation and breadth in consumer behaviour aspects that affect IoT readiness.