What Influences Technological Individualization? – An Analysis of Antecedents to IT Consumerization Behavior

Ortbach K, Bode M, Niehaves B

IT consumerization refers to the adoption of consumer IT in the workplace and is regarded as one of the major future IT trends. However, little is yet understood with respects to the antecedents of the trend on an individual level, i.e. the IT consumerization behavior of individuals. We attempt to close this research gap by means of a quantitative analysis. First, we conceptualize IT consumerization and draw clear boundaries to existing concepts in the context of individual information systems. We then set out to derive possible antecedents from literature and quantitatively test their impact on IT consumerization intention. We are able to show that expected performance improvement as well as consumerization behavior of coworkers have a high significant impact, while personal innovativeness in IT does not significantly influence the intention to user technologies other than the ones provided by the enterprise.

Publication type
Research article in proceedings (conference)

Peer reviewed

Publication status
accepted / in press (not yet published)


Proceedings of the 19th Americas Conference on Information Systems (AMCIS 2013)

Chicago, USA