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This study aims to investigate the threat phenomenon as perceived by Internet of Things (IoT) users and examines the role of anxiety, desire and personal innovativeness in the behavioral intention toward the usage of IoT devices.

A unified research model is developed based on the protection motivation theory, theory of reasoned action, theory of self-regulation and the review of relevant theoretical, empirical and practitioner literature. Data were collected from 315 assistive IoT device users and analyzed using partial least squares structural modeling.

The results indicate strong support for the proposed research model. All relationships, except one, were significant at the 0.05 level. Desire was found to play a direct as well as a moderating role between fear and behavioral intention to continue using assistive IoT devices, which was also directly influenced by anxiety and personal innovativeness.

Understanding the security behaviors of IoT users will help researchers and practitioners develop preventive measures and robust security solutions for the IoT devices to avert any threats from cyber-attacks and to boost users’ confidence levels. Future research will benefit from replicating the study using longitudinal data.

This study is one of the first studies that integrate multiple perspectives to present a holistic research model. To the authors’ knowledge, anxiety, desire and personal innovativeness, key factors influencing fear and behavioral intention, have not been studied in the domain of adoption of IoT assistive devices. Additionally, the study offers a new dimension to IoT users’ security behaviors.