Perceived Usefulness, Perceived Ease of Use, and User

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.

Perceived usefulness, perceived ease of use, and user acceptance of information technology

The services of ecological systems and the natural capital stocks that produce them are critical to the functioning of the Earth's life-support system. They contribute to human welfare, both directly and indirectly, and therefore represent part of the total economic value of the planet. We have estimated the current economic value of 17 ecosystem services for 16 biomes, based on published studies and a few original calculations. For the entire biosphere, the value (most of which is outside the market) is estimated to be in the range of US$16-54 trillion (10^(12)) per year, with an average of US$33 trillion per year. Because of the nature of the uncertainties, this must be considered a minimum estimate. Global gross national product total is around US$18 trillion per year.

https://www.esd.ornl.gov/benefits_conference/nature_paper.pdf

The value of the world's ecosystem services and natural capital

The psychological principles that govern the perception of decision problems and the evaluation of probabilities and outcomes produce predictable shifts of preference when the same problem is framed in different ways. Reversals of preference are demonstrated in choices regarding monetary outcomes, both hypothetical and real, and in questions pertaining to the loss of human lives. The effects of frames on preferences are compared to the effects of perspectives on perceptual appearance. The dependence of preferences on the formulation of decision problems is a significant concern for the theory of rational choice.

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The Framing of Decisions and the Psychology of Choice

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...

/pdf/conceptualizing-measuring-and-managing-customer-based-brand-4rg8x5nwfa.pdf

Conceptualizing, measuring, and managing customer-based brand equity

Preface 1. Adaptive decision behaviour: an introduction 2. Contingencies in decision making 3. Deciding how to decide: an effort/accuracy framework 4. Studying contingent decisions: an integrated methodology 5. Constructive processes in decision making 6. Why may adaptivity fail? 7. Improving decisions and other practical matters 8. The adaptive decision maker: a look backward and a look forward Appendix Footnotes Bibliography.

/pdf/the-adaptive-decision-maker-12wjb6b1bn.pdf

The adaptive decision maker

Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends (e.g., technological change, an information explosion) indicates that this topic will continue to be critically important. We argue that consumer choice is inherently constructive. Due to limited processing capacity, consumers often do not have well-defined existing preferences, but construct them using a variety of strategies contingent on task demands. After describing constructive choice, consumer decision tasks, and decision strategies, we provide an integrative framework for understanding constructive choice, review evidence for constructive consumer choice in light of that framework, and identify knowledge gaps that suggest opportunities for additional research.

https://www.jstor.org/stable/pdf/10.1086/209535.pdf

Constructive Consumer Choice Processes

Task complexity and contingent processing in decision making: An information search and protocol analysis☆

The adaptive decision maker: Frontmatter

: The authors examine the role of effort and accuracy in the adaptive use of decision processes. A computer simulation study that used the concept of elementary information processes identified heuristic choice strategies which approximate the accuracy of normative procedures while requiring substantially less effort. However, no single heuristic did well across all task and context conditions. Of particular interest was the finding that under time constraints, several heuristics were clearly more accurate than a normative procedure. Two process tracing studies showed a significant degree of correspondence between the efficient strategies for a given decision problem identified by the simulation and actual decision behavior. People were highly adaptive to changes in the nature of the alternatives available to them and to the presence of time pressure. (Author)

John W. Payne

Papers

The adaptive decision maker

Constructive Consumer Choice Processes

Task complexity and contingent processing in decision making: An information search and protocol analysis☆

The adaptive decision maker: Frontmatter

Adaptive Strategy Selection in Decision Making.