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

methods. An analysis of variance paradigm applied to individual level data supports the multiplicative assumption of multi-attribute models. A single-attri- bute form of the Fishbein model is found to be superior to a similar version of the "adequacy-importance" model. Cognitive Algebra in Multi-Attribute Attitude

SESSION OVERVIEW Almost every decision that a consumer engages in has a temporal dimension. For instance, consumer decisions on which shipping option to choose and how long to wait for service, whether and when to save for future, decisions to keep on waiting on hold when calling customer service or renege from queue, all involve time decisions. While oftentimes the end behavioral variable studied varies, e.g. line chosen, time delivery option, renege or stay; most of them deal with first making a time estimate that is often biased that then leads them to display a downstream behavior. Prior research in different domains have often looked at this problem as either a pure time perception problem or alternatively as an intertemporal decision with the implicit or explicit assumption that time perceptions are unbiased and it is the outcomes valuation that changes at different points in time. Unlike previous research, the three papers in this symposia systematically study how consumers perceive and experience time, and point out the important consumer behavior implications in intertempooral as well as non-temporal settings. Specifically, these three papers explore

Subjective Time and Decisions: The Role of Perception and Experience of Time in Consumer Decision Making

Our paper looks at the influence of positive affect in a high stakes decision making domain, i.e. health care. In a series of studies, we examine the role that positive affect plays in physicians’ risk assessments and treatment recommendations. We find that positive affect plays an important role in physicians’ clinical judgments, even in standard treatment situations. We look specifically at differences in propensity to recommend traditional vs. non-traditional treatments. We also consider patient preferences to determine when physician behavior is more likely to be congruent with patient preferences for care.

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James R. Bettman

Papers

Subjective Time and Decisions: The Role of Perception and Experience of Time in Consumer Decision Making

Physician, Heal Thyself: Positive Affect, Risk, and Treatment Decisions in Health Care