BYOD Flexibility: The Effects of Flexibility of Multiple IT Device Use on Users' Attitudes and Continuance Intention

With the increasing popularity of Bring Your Own Device (BYOD) in companies currently, the flexibility of using more than one personal IT device (PITD) to perform a task requires further attention. This study defines the flexibility of multiple PITD use as a situation in which multiple PITDs are available to users to choose from to complete a specific task. Building on the psychological reactance theory, we extend our investigation into how high and low flexibility of multiple PITD use interacts with task complexity to influence users' affective and cognitive appraisals and continuance intention of PITD use. The results can contribute to our understanding on the situations that may result in more positive attitudes toward PITD use and in turn higher continuance intention. These results can help companies design their PITD strategy and also extend psychological reactance theory into the context of multiple PITD use, paving the way for this research area.