Generation Z’s adoption of IoT: protection motivation theory as the underlying model and gender as a moderator

Abstract

PurposeThe factors that motivate Generation Z individuals to use the Internet of Things for security purposes have yet to be explored. Therefore, the purpose of this paper is to close a research gap by verifying the protection motivation theory using gender as a moderator.Design/methodology/approachThe authors used a purposive sampling approach to collect data from Dhaka city, in which 370 valid responses were selected. Additionally, the quantitative and cross-sectional survey used a seven-point Likert scale. Afterward, the evaluation approach included three phases: a measurement model, a structural model and multi-group analysis.FindingsVulnerability, self-efficacy and response-efficacy were discovered to be critical predictors with a variance of 60.4%. Moreover, there was a significant disparity between males and females in two relationships, response efficacy and intention as well as response cost and intention.Practical implicationsThis research expands our understanding of Generation Z consumers' behavioral intentions to take measures against household threats, allowing preventative programs to be improved. Further, in the case of applying coping strategies, a practical difference between males and females has been found that must be bridged through awareness campaigns.Originality/valueThis study has made a unique contribution to the information system literature. First, the role of protection motivation theory factors in addressing security concerns in homes has been assessed. Second, the coping evaluation process has a greater impact on users' intentions than the threat appraisal process. However, males and females use slightly different approaches to defending themselves against the threat.