Switch to Your Own to Work with the Known: An Empirical Study on Consumerization of IT

Driven by the pervasion of privately owned mobile devices, in recent years, we witness a trend of consumers rather than enterprises increasingly diffusing technology innovations into work environments. Today, owners of ubiquitous technologies (e.g., smartphones, social networks) not only use them privately but also apply them on business purposes, which is known as Bring Your Own Device (BYOD) or more generally coined as consumerization. While consumerization is heavily discussed in industry, nowadays only few research contributions exist. Applying a switching theory perspective in a post-adoption study, we investigated consumerization on an individual level. In so doing, we developed and operationalized a consumerization construct and empirically tested in addition the individual drivers of consumerization in a study among graduate students.