Consumer’s Self-Extension with Smart Technologies: Scale Development and Validation
(A2024-119368)

AUTHORS

Min Yan, University of essex; Raffaele Filieri, Audencia Business School; Matthew Gorton, Newcastle University; Artyom Golossenko, Cardiff Business School

ABSTRACT

Digital technologies are creating a hyperconnected world that shapes people's identities and relationships. This paper draws on self-extension theory to explore the relationship between consumers and objects in the context of smart technologies. Utilizing a mixed methods approach encompassing six studies, the research develops and validities a higher order self-extension scale through various stages, including conceptualization, item generation, EFA, CFA, discriminant and nomological validation, and incremental and predictive validation. A higher-order self-extension scale is presented with four dimensions, encompassing physical, social, affective, and cognitive elements. This paper conceptualizes consumers’ self-extension with smart technologies and establishes the scale’s ability to predict both marketing (i.e., satisfaction and perceived value) and information system (i.e., perceived usefulness, technostress, and continuance intention) outcomes.