The effect of trust, IT knowledge, and entrepreneur’s innovativeness to embrace or shun the internet of things

This study examines critical factors influencing Omani entrepreneurs’ adoption of the internet of things (IoT) by expanding the constructs at the unified theory of acceptance and use of technology (UTAUT2) with entrepreneurs’ innovativeness, IT knowledge (ITK), and trust. A cross-sectional survey questionnaire was used to collect data from 158 entrepreneurs in Oman. Data were analyzed through the structural equation modeling technique using SmartPLS. The results indicated that performance expectancy, habit, social influence, trust (TR), ITK, and entrepreneurs’ innovativeness (PI) significantly affect Omani entrepreneurs’ intention to adopt IoT. Nonetheless, the results show that there is no significant relationship between hedonic motivation, effort expectancy, price value, and facilitating conditions to adopt IoT. This study contributes to previous literature by incorporating entrepreneurs’ innovativeness, ITK, and trust into UTAUT2. Furthermore, this study was conducted in a Middle Eastern country with solid support from the government for entrepreneurs; also, there is a gap in such studies in this area. This study helps practitioners in the field better understand how to influence entrepreneurs, push them toward using IoT applications further, and encourage non-users to start using them.