Modeling household adoption of IoT-based home security in Dhaka: a PLS-machine learning framework

Despite several strategies, Bangladesh has a poor rate of internet of things (IoT) deployment. This study therefore seeks to investigate the factors shaping IoT adoption for residential security in Dhaka and to analyze their respective contributions.

Hence, this study combined two important theories, namely protection motivation theory (PMT) along with attitude-social influence-self-efficacy (ASE) in which a hybrid PLS-Machine learning approach has been used to identify both linear and nonlinear correlations with high predictive accuracy. Snowball sampling method was utilized to choose 348 valid replies from a survey of household heads. Afterward, partial least squares (PLS) followed by artificial neural networks (ANN) and machine learning (ML) classifiers were the procedures that made up the complete assessment method.

The variables that affected intention with a variance of 34.9% and accuracy of 74.28% were severity, vulnerability, response efficacy, response cost, and attitude. On the other hand, vulnerability was the most significant predictor, followed by response cost, attitude, response efficacy, self-efficacy, social influence, and severity.

The theoretical contribution of this study lies in its novel integration of PMT and ASE models, offering new insights into their combined effect on technology adoption in emerging markets. Besides, the findings contribute to the literature by increasing the public awareness of home security that can enhance Dhaka's overall state of public order and safety. Moreover, the findings may offer valuable insights for companies and entrepreneurs, as incorporating these factors into marketing strategies and investment initiatives is likely to foster greater consumer adoption.