Understanding the appropriation of consumer connected objects: a hierarchical component modeling approach.

Summary According to Hoffman & Novak (2018), consumer connected objects that pave the way for new usage experiences, have the potential to revolutionize consumers' lives in the years to come. The main challenge of connected objects lies in integrating their use into consumers' daily practices by actively generating usage data over the long term, namely ownership. This research validated the explanatory model of consumer connected object appropriation through the psychological needs of French consumers with respect to their owned connected objects. Our results show that the appropriation of the connected object is strongly correlated to the need for self-identity, the need to have a territory as well as the need for efficiency and effectance. And the appropriation of the connected object can have a positive impact on consumers' perception of the overall value of the connected object, consumers' extra-role behaviors, as well as the satisfaction of their daily life. Furthermore, the mediating role of extra-role behaviors in the relationship between appropriation and perceived value allows us to refine the understanding of value co-creation mechanisms from the consumer's perspective. It teaches us in a complementary way how the appropriation of the connected object contributes to the creation of value by consumers.