Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict, explain, and increase user acceptance, we need to better understand why people accept or reject computers. This research addresses the ability to predict peoples' computer acceptance from a measure of their intentions, and the ability to explain their intentions in terms of their attitudes, subjective norms, perceived usefulness, perceived ease of use, and related variables. In a longitudinal study of 107 users, intentions to use a specific system, measured after a one-hour introduction to the system, were correlated 0.35 with system use 14 weeks later. The intention-usage correlation was 0.63 at the end of this time period. Perceived usefulness strongly influenced peoples' intentions, explaining more than half of the variance in intentions at the end of 14 weeks. Perceived ease of use had a small but significant effect on intentions as well, although this effect subsided over time. Attitudes only partially mediated the effects of these beliefs on intentions. Subjective norms had no effect on intentions. These results suggest the possibility of simple but powerful models of the determinants of user acceptance, with practical value for evaluating systems and guiding managerial interventions aimed at reducing the problem of underutilized computer technology.

User Acceptance of Computer Technology: A Comparison of Two Theoretical Models

Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions ab...

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Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

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Conceptualizing, measuring, and managing customer-based brand equity

Publisher Summary
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.

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The elaboration likelihood model of persuasion

This paper presents a theoretical model of situation awareness based on its role in dynamic human decision making in a variety of domains. Situation awareness is presented as a predominant concern in system operation, based on a descriptive view of decision making. The relationship between situation awareness and numerous individual and environmental factors is explored. Among these factors, attention and working memory are presented as critical factors limiting operators from acquiring and interpreting information from the environment to form situation awareness, and mental models and goal-directed behavior are hypothesized as important mechanisms for overcoming these limits. The impact of design features, workload, stress, system complexity, and automation on operator situation awareness is addressed, and a taxonomy of errors in situation awareness is introduced, based on the model presented. The model is used to generate design implications for enhancing operator situation awareness and future directio...

Toward a Theory of Situation Awareness in Dynamic Systems

From the mid-twentieth century on, the “information-processing” approach has been a theoretical and methodological framework (paradigm) driving much research on human judgment and choice. Part of the so-called “cognitive revolution” in psychology, this approach builds upon the pioneering work of Herbert A. Simon. By the time this volume is published, it will be almost exactly 50 years since Simon’s path-breaking 1955 article on the concept of bounded rationality. Our chapter takes its title from the classic tale of the Wizard of Oz (Baum, 1903), in which the Tin Man seeks a heart, the Lion courage, and the Scarecrow a brain. The information-processing approach to decision research has traditionally focused on understanding the cognitive (mind/brain) aspects of decision making; however, as noted later in this chapter, recent work has attempted to integrate the cognitive with more emotional and motivational aspects of decision making (Luce, Bettman, & Payne, 2001; Shiv & Fedorikhin, 1999). Simon captures three key aspects of the information-processing approach to decision research in the following quotes:

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Walking with the scarecrow: The information-processing approach to decision research.

Results of information processing research of particular importance for designing consumer information environments are reviewed and used in analyzing a proposal for provision of nutritional information by the Federal Trade Commission. An example of an alternative proposal is developed which is more congruent with human processing limitations.

https://www.jstor.org/stable/pdf/2489052.pdf

Issues in Designing Consumer Information Environments

The degree to which consumers use rules or heuristics which have already been developed and stored in memory versus the degree to which consumers construct the rules they use on the spot, during the actual course of alternative selection, is examined. Detailed verbal protocol data from two consumers are analyzed. The results show substantial problems with such protocol data. Implications of the results for consumer choice theories are also considered.

Constructive Processes in Consumer Choice

This paper examines the impact of accuracy feedback, effort feedback, and emphasis on either a goal of maximizing accuracy relative to effort or minimizing effort relative to accuracy on decision processes. Feedback on the accuracy of decisions leads to more normative-like processing of information and improved performance only in the most difficult problems, i.e., decisions with low dispersion in attribute weights. Explicit effort feedback has almost no impact on processing or performance. The impact of the goal manipulation on decision processes was found to be consistent with the shift in strategies predicted by an effort/accuracy model of strategy selection. In particular, a goal of emphasizing accuracy led to more normative-like processing, while emphasis on effort led to less extensive, more selective, and more attribute-based processing and poorer performance. These results provide perhaps the clearest evidence to date of the effect of goals on processing differences. Complex interactive relationships between types of feedback and goal structures suggest the need for additional study of feedback and goals on adaptive decision behavior.

The Impact of accuracy and effort feedback and goals on adaptive decision behavior

https://faculty.fuqua.duke.edu/%7Ejrb12/bio/Jim/malkoc%20zauberman%20bettman.pdf

James R. Bettman

Papers

Walking with the scarecrow: The information-processing approach to decision research.

Issues in Designing Consumer Information Environments

Constructive Processes in Consumer Choice

The Impact of accuracy and effort feedback and goals on adaptive decision behavior

Unstuck from the concrete: Carryover effects of abstract mindsets in intertemporal preferences