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Module 5 - Home

IT Systems Theories - Draft DBA Project

Modular Learning Outcomes

Upon successful completion of this module, the student will be able to satisfy the following outcomes:

  • Case
    • Demonstrate the ability to create a sample project using the knowledge gained in prior modules and the Module 5 SLP.
  • SLP
    • Identify and analyze a developed research problem and topic as it relates to a selected organization within the DSP process.
  • Discussion
    • Identify challenges in implementing common information technology solutions.

Module Overview

Module 2 focused on types of processes at the conceptual level. Module 4 looked at specific processes used in many firms. This module looks at applying various concepts and processes within this course and previous courses in order to develop the first stages of a suitable applied problem statement identified within your selected organization of study that you will investigate within your DSP.

The student will demonstrate understanding of the class by submitting a draft proposal for their personal DSP which contains a usable and identifiable problem statement within the student’s selected organization used for the DSP.

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Module 5 - Letter of Intent

IT Systems Theories - Draft DBA Project

The Letter of Intent (LOI) is designed to communicate the intention of your intended research of the site/organization and the topic that you will be investigating with your selected research site/organization. The LOI will allow for identification and establishment of the professional relationship between you as the researcher and the various principle stakeholders involved. The following elements required within the LOI template should include the following items: • Title of proposed research • Organization identified • Principal stakeholder acknowledging the intended research and site selection • Principal stakeholder offering permission to conduct said research on site/organization • Any additional information or stipulations to the proposed research and site selection NOTE: The Letter of Intent (LOI) does not substitute or replace the standard Site Permission Letter required within the IRB Application process.

After completing the Letter of Intent, including obtaining the necessary signatures, submit a scanned copy to the respective DOC800 Dropbox for LOI/DSP.

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LOI.docx

Letter of Intent to Allow Research

Date

Name of Student/Principal Researcher

Address

RE: Intent to allow Research - (Title of Research)

Dear Student/Principal Researcher:

In response to your request to conduct applied research at (Organization Name), as (Position/Title), I hereby confirm the intention to allow your research on (area of research/topic) to be conducted subject to final approval of your proposal and formal approval from the institutional IRB, if applicable.

Once your proposal is finalized and approved, you will be provided a formal approval to conduct your research at (Organization Name). This research may involve interviews and/or surveys with our personnel, observation of activities, secondary analysis of available data, and/or other data collection methods. All data collection will be reviewed and approved by us prior to implementation. The formal approval to conduct research will set forth any restrictions or limitations to your access or activities.

If you have any questions, please do not hesitate to call. I will serve as a point of contact and can be reached at (000) 000-0000 or [email protected].

Sincerely,

Name of Authorizing Administrator

Position in the Organization

Modules/Module5/Mod5Background.html

Module 5 - Background

IT Systems Theories - Draft DBA Project

Search Terms: IT Theories, Technology Acceptance Model, Task-Technology Fit, IT Success Model, Unified Theory of Acceptance and Use of Technology, Business and IT Strategy Alignment, Enterprise Resource Planning Systems

Required Reading

There are no required readings for the case. The student will use parts of prior cases and SLPs and associated references for the Case Assignment.

Note: Unlike prior modules, we not going to highlight the important sections for the first five Ph.D.-level empirical research studies used in the SLP. Please read the Introductions, Background, and Theoretical Sections, and the results/findings. Do not worry about understanding the sections that are statistical in nature. However, if you are interested, contact the instructor and he will explain them.

SLP Reading

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, September, 319:340

Taylor, S. and Todd, P. A. (1995) Understanding information technology usage: a test of competing models, Information Systems Research, 6(2), 144:175

Delone, W. H. and McLean, E.R. (1992). Information systems success -the quest for the dependent variable, Information Systems Research, 3(1), 60:95

Goodhue,D. L. and Thompson, R. L. (1995). Task-Technology Fit and Individual Performance, MIS Quarterly, June, 213:236

Venkatesh, V., Morris, M. G, and Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View, MIS Quarterly, 27(3), 425-478

Optional Reading

We recommend you search articles related to the following:

IT Service (Delivery) Quality

Business and IT Strategy Alignment

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

IT Usefulness and Ease of Use

dent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.

Keywords: User acceptance, end user computing, user measurement

ACM Categories: H.I.2, K.6.1, K.6.2, K.6.3

f. Fred D. Davis Computer and Information Systems Graduate Schooi of Business

Administration Univeirsity of Michigan Ann Arbor, R/lichigan 48109

Abstract Valid measurement scales for predicting user acceptance of computers are in short suppiy. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research de- velops and validates new scales for two spe- cific variabies, perceived usefuiness and per- ceived ease of use, which are hypothesized to be fundamental determinants of user accep- tance. Definitions for these two variabies 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 totai of 152 users and four application pro- grams. The measures were refined and stream- lined, resulting in two six-item scales with reli- abiiities of .98 for usefulness and .94 for ease of use. The scales exhibited high convergent, discriminant, and factorial validity. Perceived use- fulness was significantiy correiated with both self- reported current usage (r=.63, Study 1) and self-predicted future usage (r=.85, Study 2). Per- ceived ease of use was also significantly corre- lated with current usage (r-.45. Study 1) and future usage (r=.59, Study 2). In both studies, usefulness had a significantiy greater correla- tion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antece-

Information technology offers the potential for sub- stantially improving white collar performance (Curley, 1984; Edelman, 1981; Sharda, et al., 1988). But performance gains are often ob- structed by users' unwillingness to accept and use available systems (Bowen, 1986; Young, 1984). Because of the persistence and impor- tance of this problem, explaining user accep- tance has been a long-standing issue in MIS research (Swanson, 1974; Lucas, 1975; Schultz and Slevin, 1975; Robey, 1979; Ginzberg, 1981; Swanson, 1987). Although numerous individual, organizational, and technological variables have been investigated (Benbasat and Dexter, 1986; Franz and Robey, 1986; Markus and Bjorn- Anderson, 1987; Robey and Farrow, 1982), re- search has been constrained by the shortage of high-quality measures for key determinants of user acceptance. Past research indicates that many measures do not correlate highly with system use (DeSanctis, 1983; Ginzberg, 1981; Schewe, 1976; Srinivasan, 1985), and the size of the usage correlation varies greatly from one study to the next depending on the particular measures used (Baroudi, et al., 1986; Barki and Huff, 1985; Robey, 1979; Swanson, 1982, 1987). The development of improved measures for key theoretical constructs is a research priority for the information systems field.

Aside from their theoretical value, better meas- ures for predicting and explaining system use would have great practical value, both for ven- dors who would like to assess user demand for new design ideas, and for information systems managers within user organizations who would like to evaluate these vendor offerings.

Unvalidated measures are routinely used in prac- tice today throughout the entire spectrum of design, selection, implementation and evaluation activities. For example: designers within vendor organizations such as IBM (Gould, et al., 1983), Xerox (Brewley, et al., 1983), and Digital Equip-

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ment Corporation (Good, et al., 1986) measure user perceptions to guide the development of new information technologies and products; in- dustry publications often report user surveys (e.g., Greenberg, 1984; Rushinek and Rushinek, 1986); several methodologies for software se- lection call for subjective user inputs (e.g., Goslar, 1986; Klein and Beck, 1987); and con- temporary design principles emphasize meas- uring user reactions throughout the entire design process (Anderson and Olson 1985; Gould and Lewis, 1985; Johansen and Baker, 1984; Mantei and Teorey, 1988; Norman, 1983; Shneiderman, 1987). Despite the widespread use of subjec- tive measures in practice, little attention is paid to the quality of the measures used or how well they correlate with usage behavior. Given the low usage correlations often observed in re- search studies, those who base important busi- ness decisions on unvalidated measures may be getting misinformed about a system's accept- ability to users.

The purpose of this research is to pursue better measures for predicting and explaining use. The investigation focuses on two theoretical con- structs, perceived usefulness and perceived ease of use, which are theorized to be funda- mental determinants of system use. Definitions for these constructs are formulated and the theo- retical rationale for their hypothesized influence on system use is reviewed. New, multi-item meas- urement scales for perceived usefulness and per- ceived ease of use are developed, pretested, and then validated in two separate empirical stud- ies. Correlation and regression analyses exam- ine the empirical relationship between the new measures and self-reported indicants of system use. The discussion concludes by drawing im- plications for future research.

What causes people to accept or reject Informa- tion technology? Among the many variables that may influence system use, previous research sug- gests two determinants that are especially im- portant. First, people tend to use or not use an application to the extent they believe it will help them perform their job better. We refer to this first variable as perceived usefulness. Second, even if potential users believe that a given ap- plication is useful, they may, at the same time.

believe that the systems is too hard to use and that the performance benefits of usage are out- weighed by the effort of using the application. That is, in addition to usefulness, usage is theo- rized to be influenced by perceived ease of use.

Perceived usefulness is defined here as "the degree to which a person believes that using a particular system would enhance his or her job performance." This follows from the defini- tion of the word useful: "capable of being used advantageously." Within an organizational con- text, people are generally reinforced for good performance by raises, promotions, bonuses, and other rewards (Pfeffer, 1982; Schein, 1980; Vroom, 1964). A system high in perceived use- fulness, in turn, is one for which a user believes in the existence of a positive use-performance relationship.

Perceived ease of use, in contrast, refers to "the degree to which a person believes that using a particular system would be free of effort." This follows from the definition of "ease": "freedom from difficulty or great effort." Effort is a finite resource that a person may allocate to the vari- ous activities for which he or she is responsible (Radner and Rothschild, 1975). All else being equal, we claim, an application perceived to be easier to use than another is more likely to be accepted by users.

The theoretical importance of perceived useful- ness and perceived ease of use as determinants of user behavior is indicated by several diverse lines of research. The impact of perceived use- fulness on system utilization was suggested by the work of Schultz and Slevin (1975) and Robey (1979). Schultz and Slevin (1975) conducted an exploratory factor analysis of 67 questionnaire items, which yielded seven dimensions. Of these, the "performance" dimension, interpreted by the authors as the perceived "effect of the model on the manager's job performance," was most highly correlated with self-predicted use of a decision model (r=.61). Using the Schultz and Slevin questionnaire, Robey (1979) finds the per- formance dimension to be most correlated with two objective measures of system usage (r=.79 and .76). Building on Vertinsky, et al.'s (1975) expectancy model, Robey (1979) theorizes that: "A system that does not help people perform their jobs is not likely to be received favorably

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in spite of careful implementation efforts" (p. 537). Although the perceived use-performance contingency, as presented in Robey's (1979) model, parallels our definition of perceived use- fulness, the use of Schultz and Slevin's (1975) performance factor to operationalize perform- ance expectancies is problematic for several rea- sons: the instrument is empirically derived via exploratory factor analysis; a somewhat low ratio of sample size to items is used (2:1); four of thirteen items have loadings below .5, and sev- eral of the items clearly fall outside the defini- tion of expected performance improvements (e.g., "My job will be more satisfying," "Others will be more aware of what I am doing," etc.).

An alternative expectancy-theoretic model, de- rived from Vroom (1964), was introduced and tested by DeSanctis (1983). The use-perform- ance expectancy was not analyzed separately from performance-reward instrumentalities and reward valences. Instead, a matrix-oriented meas- urement procedure was used to produce an over- all Index of "motivational force" that combined these three constructs. "Force" had small but significant correlations with usage of a DSS within a business simulation experiment (corre- lations ranged from .04 to .26). The contrast be- tween DeSanctis's correlations and the ones ob- served by Robey underscore the importance of measurement in predicting and explaining use.

Self-efficacy theory The importance of perceived ease of use is sup- ported by Bandura's (1982) extensive research on self-efficacy, defined as "judgments of how well one can execute courses of action required to deal with prospective situations" (p. 122). Self- efficacy is similar to perceived ease of use as defined above. Self-efficacy beliefs are theorized to function as proximal determinants of behav- ior. Bandura's theory distinguishes self-efficacy judgments from outcome judgments, the latter being concerned with the extent to which a be- havior, once successfully executed, is believed to be linked to valued outcomes. Bandura's "out- come judgment" variable is similar to perceived usefulness. Bandura argues that self-efficacy and outcome beliefs have differing antecedents and that, "In any given instance, behavior would be best predicted by considering both self- efficacy and outcome beliefs" (p. 140).

Hill, et al. (1987) find that both self-efficacy and outcome beliefs exert an influence on decisions

to learn a computer language. The self efficacy paradigm does not offer a general measure ap- plicable to our purposes since efficacy beliefs are theorized to be situationally-specific, with measures tailored to the domain under study (Bandura, 1982). Self efficacy research does, however, provide one of several theoretical per- pectives suggesting that perceived ease of use and perceived usefulness function as basic de- terminants of user behavior.

Cost-benefit paradigm The cost-benefit paradigm from behavioral deci- sion theory (Beach and Mitchell, 1978; Johnson and Payne, 1985; Payne, 1982) is also relevant to perceived usefulness and ease of use. This research explains people's choice among vari- ous decision-making strategies (such as linear compensatory, conjunctive, disjunctive and elmi- nation-by-aspects) in terms of a cognitive trade- off between the effort required to employ the strat- egy and the quality (accuracy) of the resulting decision. This approach has been effective for explaining why decision makers alter their choice strategies in response to changes in task com- plexity. Although the cost-benefit approach has mainly concerned itself with unaided decision making, recent work has begun to apply the same form of analysis to the effectiveness of information display formats (Jarvenpaa, 1989; Kleinmuntz and Schkade, 1988).

Cost-benefit research has primarily used objec- tive measures of accuracy and effort in research studies, downplaying the distinction between ob- jective and subjective accuracy and effort. In- creased emphasis on subjective constructs is war- ranted, however, since (1) a decision maker's choice of strategy is theorized to be based on subjective as opposed to objective accuracy and effort (Beach and Mitchell, 1978), and (2) other research suggests that subjective measures are often in disagreement with their ojbective coun- terparts (Abelson and Levi, 1985; Adelbratt and Montgomery, 1980; Wright, 1975). Introducing measures of the decision maker's own perceived costs and benefits, independent of the decision actually made, has been suggested as a way of mitigating criticisms that the cost/benefit frame- work is tautological (Abelson and Levi, 1985). The distinction made herein between perceived usefulness and perceived ease of use is similar to the distinction between subjective decision- making performance and effort.

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Adoption of innovations Research on the adoption of innovations also suggests a prominent role for perceived ease of use. In their meta-analysis of the relationship between the characteristics of an innovation and its adoption, Tornatzky and Klein (1982) find that compatibility, relative advantage, and complex- ity have the most consistent significant relation- ships across a broad range of innovation types. Complexity, defined by Rogers and Shoemaker (1971) as "the degree to which an innovation is perceived as relatively difficult to understand and use" (p, 154), parallels perceived ease of use quite closely. As Tornatzky and Klein (1982) point out, however, compatibility and relative ad- vantage have both been dealt with so broadly and inconsistently in the literature as to be diffi- cult to interpret.

Evaluation of information reports Past research within MIS on the evaluation of information reports echoes the distinction be- tween usefulness and ease of use made herein. Larcker and Lessig (1980) factor analyzed six items used to rate four information reports. Three items load on each of two distinct factors: (1) perceived importance, which Larcker and Lessig define as "the quality that causes a particular information set to acquire relevance to a deci- sion maker," and the extent to which the infor- mation elements are "a necessary input for task accomplishment," and (2) perceived usable- ness, which is defined as the degree to which "the information format is unambiguous, clear or readable" (p. 123). These two dimensions are similar to perceived usefulness and perceived ease of use as defined above, repsectively, al- though Larcker and Lessig refer to the two di- mensions collectively as "perceived usefulness." Reliabilities for the two dimensions fall in the range of .64-.77, short of the .80 minimal level recommended for basic research. Correlations with actual use of information reports were not addressed in their study.

Channel disposition model Swanson (1982, 1987) introduced and tested a model of "channel disposition" for explaining the choice and use of information reports. The con- cept of channel disposition is defined as having

two components: attributed information quality and attributed access quality. Potential users are hypothesized to select and use information re- ports based on an implicit psychological trade- off between information quality and associated costs of access. Swanson (1987) performed an exploratory factor analysis in order to measure information quality and access quality. A five- factor solution was obtained, with one factor cor- responding to information quality (Factor #3, "value"), and one to access quality (Factor #2, "accessibility"). Inspecting the items that load on these factors suggests a close correspondence to perceived usefulness and ease of use. Items such as "important," "relevant," "useful," and "valuable" load strongly on the value dimension. Thus, value parallels perceived usefulness. The fact that relevance and usefulness load on the same factor agrees with information scientists, who emphasize the conceptual similarity be- tween the usefulness and relevance notions (Saracevic, 1975). Several of Swanson's "acces- sibility" items, such as "convenient," "controlla- ble," "easy," and "unburdensome," correspond to perceived ease of use as defined above. Al- though the study was more exploratory than con- firmatory, with no attempts at construct valida- tion, it does agree with the conceptual distinction between usefulness and ease of use. Self- reported information channel use correlated .20 with the value dimension and .13 with the ac- cessibility dimension.

Non-MIS studies Outside the MIS domain, a marketing study by Hauser and Simmie (1981) concerning user per- ceptions of alternative communication technolo- gies similarly derived two underlying dimensions: ease of use and effectiveness, the latter being similar to the perceived usefulness construct de- fined above. Both ease of use and effectiveness were influential in the formation of user prefer- ences regarding a set of alternative communi- cation technologies. The human-computer inter- action (HCl) research community has heavily emphasized ease of use in design (Branscomb and Thomas, 1984; Card, et al., 1983; Gould and Lewis, 1985). For the most part, however, these studies have focused on objective meas- ures of ease of use, such as task completion time and error rates. In many vendor organiza- tions, usability testing has become a standard phase in the product development cycle, with

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large investments in test facilities and instrumen- tation. Although objective ease of use is clearly relevant to user performance given the system is used, subjective ease of use is more relevant to the users' decision whether or not to use the system and may not agree with the objective measures (Carroll and Thomas, 1988).

Convergence of findings There is a striking convergence among the wide range of theoretical perspectives and research studies discussed above. Although Hill, et al. (1987) examined learning a computer language, Larcker and Lessig (1980) and Swanson (1982, 1987) dealt with evaluating information reports, and Hauser and Simmie (1981) studied com- munication technologies, all are supportive of the conceptual and empirical distinction between use- fulness and ease of use. The accumulated body of knowledge regarding self-efficacy, contingent decision behavior and adoption of innovations provides theoretical support for perceived use- i'ulness and ease of use as key determinants of behavior.

From multiple disciplinary vantage points, per- ceived usefulness and perceived ease of use are indicated as fuhdamental and distinct con- structs that are influential in decisions to use in- formation technology. Although certainly not the only variables of interest in explaining user be- havior (for other variables, see Cheney, et al., 1986; Davis, et al., 1989; Swanson, 1988), they do appear likely to play a central role. Improved measures are needed to gain further insight into the nature of perceived usefulness and per- ceived ease of use, and their roles as determi- nants of computer use.

Scale Development and Pretest A step-by-step process was used to develop new multi-item scales having high reliability and validity. The conceptual definitions of perceived usefulness and perceived ease of use, stated above, were used to generate 14 candidate items for each construct from past literature. Pre- test interviews were then conducted to assess the semantic content of the items. Those items that best fit the definitions of the constructs were

retained, yielding 10 items for each construct. Next, a field study (Study 1) of 112 users con- cerning two different interactive computer sys- tems was conducted in order to assess the reli- ability and construct validity of the resulting scales. The scales were further refined and streamlined to six items per construct. A lab study (Study 2) involving 40 participants and two graphics systems was then conducted. Data from the two studies were then used to assess the relationship between usefulness, ease of use, and self-reported usage.

Psychometricians emphasize that the validity of a measurement scale is built in from the outset. As Nunnally (1978) points out, "Rather than test the validity of measures after they have been constructed, one should ensure the validity by the plan and procedures for construction" (p. 258). Careful selection of the initial scale items helps to assure the scales will possess "content validity," defined as "the degree to which the score or scale being used represents the con- cept about which generalizations are to be made" (Bohrnstedt, 1970, p. 91). In discussing content validity, psychometricians often appeal to the "domain sampling model," (Bohrnstedt, 1970; Nunnally, 1978) which assumes there is a domain of content corresponding to each vari- able one is interested in measuring. Candidate items representative of the domain of content should be selected. Researchers are advised to begin by formulating conceptual definitions of what is to be measured and preparing items to fit the construct definitions (Anastasi, 1986).

Following these recommendations, candidate items for perceived usefulness and perceived ease of use were generated based on their con- ceptual definitions, stated above, and then pre- tested in order to select those items that best fit the content domains. The Spearman-Brown Prophecy formula was used to choose the number of items to generate for each scale. This formula estimates the number of items needed to achieve a given reliability based on the number of items and reliability of comparable existing scales. Extrapolating from past studies, the formula suggests that 10 items would be needed for each perceptual variable to achieve reliability of at least .80 (Davis, 1986). Adding four additional items for each construct to allovy for item elimination, it was decided to generate 14 items for each construct.

The initial item pools for perceived usefulness and perceived ease of use are given in Tables

MIS Quarterly/September 1989 323

IT Usefulness and Ease of Use

1 and 2, respectively. In preparing candidate items, 37 published research papers dealing with user reactions to interactive systems were re- viewed in other to identify various facets of the constructs that should be measured (Davis, 1986). The items are worded in reference to "the electronic mail system," which is one of the two test applications investigated in Study 1, reported below. The items within each pool tend to have a lot of overlap in their meaning, which is con- sistent with the fact that they are intended as measures of the same underlying construct. Though different individuals may attribute slightly different meaning to particular item statements, the goal of the multi-item approach is to reduce any extranneous effects of individual items, al- lowing idiosyncrasies to be cancelled out by

other items in order to yield a more pure indi- cant of the conceptual variable.

Pretest interviews were performed to further en- hance content validity by assessing the corre- spondence between candidate items and the defi- nitions of the variables they are intended to measure. Items that don't represent a construct's content very well can be screened out by asking individuals to rank the degree to which each item matches the variable's definition, and eliminat- ing items receiving low rankings. In eliminating items, we want to make sure not to reduce the representativeness of the item pools. Our item pools may have excess coverage of some areas of meaning (or substrata; see Bohrnstedt, 1970) within the content domain and not enough of

Table 1. Initial Scale Items for Perceived Usefulness

1. My job would be difficult to perform without electronic mail. 2. Using electronic mail gives me greater control over my work. 3. Using electronic mail improves my job performance.

' 4. The electronic mail system addresses my job-related needs, 5. Using electronic mail saves me time. 6. Electronic mail enables me to accomplish tasks more quickly. 7. Electrohic mail supports critical aspects of my job. 8. Using electronic mail allows me to accomplish more work than would otherwise be

possible. 9. Using electronic mail reduces the time I spend on unproductive activities.

10. Using electronic mail enhances my effectiveness on the job. 11. Using electronic mail improves the quality of the work I do. 12. Using electronic mail increases my productivity. 13. Using electronic mail makes it easier to do my job. 14. Overall, I find the electronic mail system useful in my job.

Table 2. Initial Scaie items for Perceived Ease of Use

1. I often become confused when I use the electronic mail system. 2. I make errors frequently when using electronic mail. 3. Interacting with the electronic mail system is often frustrating. 4. I need to consult the user manual often when using electronic mail. 5. Interacting with the electronic mail system requires a lot of my mental effort. 6. I find it easy to recover from errors encountered while using electronic mail. 7. The electronic mail system is rigid and inflexible to interact with. 8. I find it easy to get the electronic mail system to do what I want it to do. 9. The electronic mail system often behaves in unexpected ways.

10. I findJLcumbersome^to use the electronic mail system. 11. My interaction with t^e electronic mail system is easy for me to understand. 12. It is easy for me to remember how to perform tasks using the electronic mail system, 13. The electronic mail system provides helpful guidance in performing tasks. 14. Overall, I find the electronic mail system easy to use.

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others. By asking individuals to rate the similar- ity of items to one another, we can perform a cluster analysis to determine the structure of the substrata, remove items where excess coverage is suggested, and add items where inadequate coverage is indicated.

Pretest participants consisted of a sample of 15 experienced computer users from the Sloan School of Management, MIT, including five sec- retaries, five graduate students and five mem- bers of the professional staft. In face-to-face in- terviews, participants were asked to perform two tasks, prioritization and categorization, which were done separately for usefulness and ease of use. For prioritization, they were first given a card containing the definition of the target con- struct and asked to read it. Next, they were given 13 index cards each having one of the items for that construct wriften on it. The 14th or "over- all" item for each construct was omifted since its wording was almost identical to the label on the definition card (see Tables 1 and 2). Partici- pants were asked to rank the 13 cards accord- ing to how well the meaning of each statement matched the given definition of ease of use or usefulness.

For the categorization task, participants were asked to put the 13 cards into three to five cate- gories so that the statements within a category were most similar in meaning to each other and dissimilar in nieaning from those in other cate- gories. This was an adaptation of the "own cate- gories" procedure of Sherif and Sherif (1967). Categorization provides a simple indicant of simi- larity that requires less time and eftort to obtain than other similarity measurement procedures such as paid comparisons. The similarity data was cluster analyzed by assigning to the same cluster items that seven or more subjects placed in the same category. The clusters are consid- ered to be a reflection of the domain substrata for each construct and serve as a basis of as- sessing coverage, or representativeness, of the item pools.

The resulting rank and cluster data are summa- rized in Tables 3 (usefulness) and 4 (ease of use). For perceived usefulness, notice that items fall into three main clusters. The first cluster re- lates to job eftectiveness, the second to produc- tivity and time savings, and the third to the im- portance of the system to one's job. If we eliminate the lowest-ranked items (items 1, 4, 5 and 9), we see that the three major clusters each have at least two items. Item 2, "control

over work" was retained since, although it was ranked fairly low, it fell in the top 9 and may tap an important aspect of usefulness.

Looking now at perceived ease of use (Table 4), we again find three main clusters. The first relates to physical effort, while the second re- lates to mental eftort. Selecting the six highest- priority items and eliminating the seventh pro- vides good coverage of these two clusters. Item 11 ("understandable") was reworded to read "clear and understandable" in an eftort to pick up some of the content of item 1 ("confusing"), which has been eliminated. The third cluster is somewhat more difticult to interpret but appears to be tapping perceptions of how easy a system is to learn. Remembering how to perform tasks, using the manual, and relying on system guid- ance are all phenomena associated with the proc- ess of learning to use a new system (Nickerson, 1981; Roberts and Moran, 1983). Further review of the literature suggests that ease of use and ease of learning are strongly related. Roberts and Moran (1983) find a correlation of .79 be- tween objective measures of ease of use and ease of learning. Whiteside, et al. (1985) find that ease of use and ease of learning are strongly related and conclude that they are con- gruent. Studies of how people learn new sys- tems suggest that learning and using are not separate, disjoint activities, but instead that people are motivated to begin performing actual work directly and try to "learn by doing" as op- posed to going through user manuals or online tutorials (Carroll and Carrithers, 1984; Carroll, et al., 1985; Carroll and McKendree,. 1987).

In this study, therefore, ease of learning is re- garded as one substratum of the ease of use construct, as opposed to a distinct construct. Since items 4 and 13 provide a rather indirect assessment of ease of learning, they were re- placed with two items that more directly get at ease of learning: "Learning to operate the elec- tronic mail system is easy for me," and "I find it takes a lot of eftort to become skillful at using electronic mail." Items 6, 9 and 2 were elimi- nated because they did not cluster with other items, and they received low priority rankings, which suggests that they do not fit well within the content domain for ease of use. Together with the "overall" items for each construct, this procedure yielded a 10-item scale for each con- struct to be empirically tested for reliability and construct validity.

MIS Quarterly/September 1989 325

IT Usefulness and Ease of Use

Old ltem#

1 2 3 4 5 6 7 8 9

10 11 12 13 14

Table 3. Pretest Results:

Item

Job Difficult Without Control Over Work Job Performance Addresses My Needs Saves Me Time Work More Quickly Critical to My Job Accomplish More Work Cut Unproductive Time Effectiveness Quality of Work Increase Productivity Makes Job Easier Useful

Perceived Usefulness

Rank

13 9 2

12 11 7 5 6

,10 1 3 4 8

NA

New ltem#

2 6

3 4 7

8 1 5 9

10

Cluster

C

A C B B C B B A A B C

NA

Old ltem#

1 2 3 4 5 6 7 8 9

10 11 12 13 14 NA NA

Table 4. Pretest Results:

Item

Confusing Error Prone Frustrating Dependence on Manual Mental Effort Error Recovery Rigid & Inflexible Controllable Unexpected Behavior Cumbersome Understandable Ease of Remembering Provides Guidance Easy to Use Ease of Learning Effort to Become Skillful

Perceived Ease of

Rank

7 13 3 9 5

10 6 1

11 2 4 8

12 NA NA NA

Use

New ltem#

3 (replace)

7

5 4

1 8 6

(replace) 10 2 9

Cluster

B

B C B

A A

A B C C

NA NA NA

Study 1 A field study was conducted to assess the reli- ability, convergent validity, discriminant validity, and factorial validity of the 10-item scales re- sulting from the pretest. A sample of 120 users within IBM Canada's Toronto Development Latxj- ratory were given a questionnaire asking them to rate the usefulness and ease of use of two systems available there: PRQFS electronic mail and the XEDIT file editor. The computing envi- ronment consisted of IBM mainframes accessi- ble through 327X terminals. The PRQFS elec- tronic mail system is a simple but limited messaging facility for brief messages. (See Panko, 1988.) The XEDIT editor is widely avail-

able on IBM systems and offers both full-screen and command-driven editing capabilities. The questionnaire asked participants to rate the extent to which they agree with each statement by circling a number from one to seven arranged horizontally beneath anchor point descriptions "Strongly Agree," "Neutral," and "Strongly Dis- agree." In order to ensure subject familiarity with the systems being rated, instructions asked the participants to skip over the section pertaining to a given system if they never use it. Responses were obtained from 112 participants, for a re- sponse rate of 93%. Qf these 112, 109 were users of electronic mail and 75 were users of XEDIT. Subjects had an average of six months' experience with the two systems studied. Among

326 MIS Quarterly/September 1989

IT Usefulness and Ease of Use

the sample, 10 percent were managers, 35 per- cent were administrative staff, and 55 percent were professional staff (which included a broad mix of market analysts, product development ana- lysts, programmers, financial analysts and re- search scientists).

Reliability and validity The perceived usefulness scale attained Cron- bach alpha reliability of .97 for both the elec- tronic mail and XEDIT systems, while perceived ease of use achieved a reliability of .86 for elec- tronic mail and .93 for XEDIT. When observa- tions were pooled for the two systems, alpha was .97 for usefulness and .91 for ease of use.

Convergent and discriminant validity were tested using multitrait-multimethod (MTMM) analysis (Campbell and Fiske, 1959). The MTMM matrix contains the intercorrelations of items (methods) applied to the two different test systems (traits), electronic mail and XEDIT. Convergent validity refers to whether the items comprising a scale behave as if they are measuring a common un- derlying construct. In order to demonstrate con- vergent validity, items that measure the same trait should correlate highly with one another (Campbell and Fiske, 1959). That is, the ele- ments In the monotrait triangles (the submatrix of intercorrelations between items intended to measure the same construct for the same system) within the MTMM matrices should be large. For perceived usefulness, the 90 monotrait- heteromethod correlations were all significant at the .05 level. For ease of use, 86 out of 90, or 95.6%, of the monotrait-heteromethod corre- lations were significant. Thus, our data supports the convergent validity of the two scales.

Discriminant validity is concerned with the abil- ity of a measurement item to differentiate be- tween objects being measured. For instance, within the MTMM matrix, a perceived usefulness item applied to electronic mail should not corre- late too highly with the same item applied to XEDIT. Failure to discriminate may suggest the presence of "common method variance," which means that an item is measuring methodological artifacts unrelated to the target construct (such as individual differences in the style of respond- ing to questions (see Campbell, et al., 1967; Silk, 1971)). The test for discriminant validity is that an item should correlate more highly with other items intended to measure the same trait than with either the same item used to measure a

different trait or with different items used to meas- ure a different trait (Campbell and Fiske, 1959). For perceived usefulness, 1,800 such compari- sons were confirmed without exception. Qf the 1,800 comparisons for ease of use there were 58 exceptions (3%). This represents an unusu- ally high level of discriminant validity (Campbell and Fiske, 1959; Silk, 1971) and implies that the usefulness and ease of use scales possess a high concentration of trait variance and are not strongly influenced by methodological artifacts.

Table 5 gives a summary frequency table of the correlations comprising the MTMM matrices for usefulness and ease of use. From this table it Is possible to see the separation in magnitude between monotrait and heterotrait correlations. The frequency table also shows that the hetero- trait-heteromethod correlations do not appear to be substantially elevated above the heterotrait- monomethod correlations. This is an additional diagnostic suggested by Campbell and Fiske (1959) to detect the presence of method variance.

The few exceptions to the convergent and dis- criminant validity that did occur, although not ex- tensive enough to invalidate the ease of use scale, all involved negatively phrased ease of use items. These "reversed" items tended to cor- relate more with the sarne item used to meas- ure a different trait than they did with other items of the same trait, suggesting the presence of common method variance. This is ironic, since reversed scales are typically used in an effort to reduce common method variance. Silk (1971) similarly observed minor departures from con- vergent and discriminant validity for reversed' items. The five positively worded ease of use items had a reliability of .92 compared to .83 for the five negative items. This suggests an im- provement in the ease of use scale may be pos- sible with the elimination or reversal of nega- tively phrased items. Nevertheless, the MTMM analysis supported the ability of the 10-item scales for each construct to differentiate between systems.

Factorial validity is concerned with whether the usefulness and ease of use items form distinct constructs. A principal components analysis using oblique rotation was performed on the twenty usefulness and ease of use items. Data were pooled across the two systems, for a total of 184 observations. The results show that the

MIS Quarterly/September 1989 327

IT Usefulness and Ease of Use

Table 5. Summary of Multitrait-Multimethod Analyses

Correlation Size

- .20 to - - .10 to -

.00 to

.10 to

.20 to

.30 to

.40 to

.50 to

.60 to

.70 to

.80 to

.90 to

-.11 -.01

.09

.19

.29

.39

.49

.59

.69

.79

.89

.99

# Correlations

Perceived

Same Trait/ Diff.

Eiec. Maii

4 14 20

7

45

Method

XEDIT

4 11 26

4

45

Usefulness

Construct

Different Trait

Same Meth.

3 2 5

10

Diff. Meth.

6 25 27 25

7

90

Perceived Ease of Use

Same Trait/ Diff.

Elec. Maii

2 2 9

14 9 3 3 3

45

Method

XEDIT

2 9

11 13 8 2

45

Different Trait

Same Meth.

1 1 5 1 2

10

Diff. Meth.

1 5

32 40 11

1

90

usefulness and ease of use items load on dis- tinct factors (Table 6). The multitrait-multimethod analysis and factor analysis both support the con- struct validity of the 10-item scales.

Scale refinement In applied testing situations, it is important to keep scales as brief as possible, particularly when multiple systems are going to be evalu- ated. The usefulness and ease of use scales were refined and streamlined based on results from Study 1 and then subjected to a second round of empirical validation in Study 2, reported below. Applying the Spearman-Brown prophecy formula to the .97 reliability obtained for per- ceived usefulness indicates that a six-item scale composed of items having comparable reliabil- ity would yield a scale reliability of .94. The five positive ease of use items had a reliability of .92. Taken together, these findings from Study 1 suggest that six items would be adequate to achieve reliability levels above .9 while main- taining adequate validity levels. Based on the results of the field study, six of the 10 items for each construct were selected to form modified scales.

For the ease of use scale, the five negatively worded items were eliminated due to their ap- parent common method variance, leaving items 2, 4, 6, 8 and 10. Item 6 ("easy to remember

how to perform tasks"), which the pretest indi- cated was concerned with ease of learning, was replaced by a reversal of item 9 ("easy to become skillful"), which was specifically de- signed to more directly tap ease of learning. These items include two from cluster C, one each from clusters A and B, and the overall item. (See Table 4.) In order to improve representa- tive coverage of the content domain, an addi- tional A item was added. Of the two remaining A items (#1, Cumbersome, and #5, Rigid and Inflexible), item 5 is readily reversed to form "flex- ible to interact with." This item was added to form the sixth item, and the order of items 5 and 8 was permuted in order to prevent items from the same cluster (items 4 and 5) from ap- pearing next to one another.

In order to select six items to be used for the usefulness scale, an item analysis was per- formed. Corrected item-total correlations were computed for each item, separately for each system studied. Average Z-scores of these cor- relations were used to rank the items. Items 3, 5, 6, 8, 9 and 10 were top-ranked items. Refer- ring to the cluster analysis (Table 3), we see that this set is well-representative of the content domain, including two items from cluster A, two from cluster B and one from cluster C, as well as the overall item (#10). The items were per- muted to prevent items from the same cluster from appearing next to one another. The result-

328 MIS Quarterly/September 1989

IT Usefulness and Ease of Use

Table 6. Factor Analysis of Perceived Usefulness and Ease of Use Questions: Study 1

Scaie Items

Usefulness 1

CVI

3 4 5 6 7 8 9

10

Ease 1 2 3 4 5 6 7 8 9

10

Quality of Work Control over Work Work More Quickly Critical to My Job Increase Productivity Job Performance Accomplish More Work Effectiveness Makes Job Easier Useful

! Of Use Cubersome Ease of Learning Frustrating Controllable Rigid & Inflexible Ease of Remembering Mental Effort Understandable Effort to Be Skillful Easy to Use

Factor 1 (Usefulness)

.80

.86

.79

.87

.87

.93

.91

.96

.80

.74

.00

.08

.02

.13

.09

.17 - .07

.29 - .25

.23

Factor 1 (Ease of Use)

.10 - .03

.17 - .11

.10 - .07 - .02 - .03

.16

.23

.73

.60

.65

.74

.54

.62

.76

.64

.88

.72

ing six-item usefulness and ease of use scales are shown in the Appendix.

Relationship to use Participants were asked to self-report their degree of current usage of electronic mail and XEDIT on six-position categorical scales with boxes labeled "Don't use at all," "Use less than once each week," "Use about once each week," "Use several times a week," "Use about once each day," and "Use several times each day." Usage was significantly correlated with both per- ceived usefulness and perceived ease of use for both PRQFS mail and XEDIT. PRQFS mail usage correlated .56 with perceived usefulness and .32 with perceived ease of use. XEDIT usage correlated .68 with usefulness and .48 with ease of use. When data were pooled across systems, usage correlated :63 with usefulness and .45 with ease of use. The overall usefulness- use correlation was significantly greater than the ease of use-use correlation as indicated by a test of dependent correlations ( t i8 i=3.69, p<.001) (Cohen and Cohen, 1975). Usefulness and ease of use were significantly correlated with each other for electronic mail (.56), XEDIT

(.69), and overall (.64). All correlations were sig- nificant at the .001 level.

Regression analyses were performed to assess the joint effects of usefulness and ease of use on usage. The effect of usefulness on usage, controlling for ease of use, was significant at the .001 level for electronic mail (b = .55), XEDIT (b = .69), and pooled (b = .57). In contrast, the effect of ease of use on usage, controlling for usefulness, was non-significant across the board (b = .O1 for electronic mail; b = .O2 for XEDIT; and b = .O7 pooled). In other words, the signifi- cant pairwise correlation between ease of use and usage vanishes when usefulness is con- trolled for. The regression coefficients obtained for each individual system within each study were not significantly different (F3 ,78 = 1.95, n.s.). As the relationship between independent variables in a regression approach perfect linear dependence, multicollinearity can degrade the parameter estimates obtained. Although the cor- relations between usefulness and ease of use are significant, according to tests for multi- collinearity they are not large enough to com- promise the accuracy of the estimated regres- sion coefficients since the standard errors of the estimates are low (.08 for both usefulness and

MIS Quarterly/September 1989 329

IT Usefulness and Ease of Use

ease of use), and the covariances between the parameter estimates are negligible ( - .004) (Johnston, 1972; Mansfield and Helms, 1982). Based on partial correlation analyses, the vari- ance in usage explained by ease of use drops by 98% when usefulness is controlled for. The regression and partial correlation results suggest that usefulness mediates the effect of ease of use on usage, i.e., that ease of use influences usage indirectly through its effect on usefulness (J.A. Davis, 1985).

A lab study was performed to evaluate the six- item usefulness and ease of use scales result- ing from scale refinement in Study 1. Study 2 was designed to approximate applied prototype testing or system selection situations, an impor- tant class of situations where measures of this kind are likely to be used in practice. In proto- type testing and system selection contexts, pro- spective users are typically given a brief hands- on demonstration involving less than an hour of actually interacting with the candidate system. Thus, representative users are asked to rate the future usefulness and ease of use they would expect based on relatively little experience with the systems being rated. We are especially in- terested in the properties of the usefulness and ease of use scales when they are worded in a prospective sense and are based on limited experience with the target systems. Favorable psychometric properties under these circum- stances would be encouraging relative to their use as early warning indicants of user accep- tance (Ginzberg, 1981).

The lab study involved 40 voluntary participants who were evening MBA students at Boston Uni- versity. They were paid $25 for participating in the study. They had an average of five years' work experience and were employed full-time in several industries, including education (10 per- cent), government (10 percent), financial (28 per- cent), health (18 percent), and manufacturing (8 percent). They had a range of prior experience with computers in general (35 percent none or limited; 48 percent moderate; and 17 percent extensive) and personal computers in particular (35 percent none or limited; 48 percent moder- ate; and 15 percent extensive) but were unfa- miliar with the two systems used in the study.

The study involved evaluating two IBM PC- based graphics systems: Chart-Master (by De- cision Resources, Inc. of Westport, CN) and Pen- draw (by Pencept, Inc. of Waltham, MA). Chart- Master is a menu-driven package that creates numerical business graphs, such as bar charts, line charts, and pie charts based on parameters defined by the user. Through the keyboard and menus, the user inputs the data for, and defines the desired characteristics of, the chart to be made. The user can specify a wide variety of options relating to title fonts, colors, plot orienta- tion, cross-hatching pattern, chart format, and so on. The chart can then be previewed on the screen, saved, and printed. Chart-Master is a successful commercial product that typifies the category of numeric business charting programs.

Pendraw is quite different from the typical busi- ness charting program. It uses bit-mapped graph- ics and a "direct manipulation" interface where users draw desired shapes using a digitizer tablet and an electronic "pen" as a stylus. The digitizer tablet supplants the keyboard as the input medium. By drawing on a tablet, the user manipulates the image, which is visible on the screen as it is being created. Pendraw offers capabilities typical of PC-based, bit-mapped "paint" programs (see Panko, 1988), allowing the user to perform freehand drawing and select from among geometric shapes, such as boxes, lines, and circles. A variety of line widths, color selections and title fonts are available. The digitizer is also capable of performing character recognition, converting hand-printer characters into various fonts (Ward and Blesser, 1985). Pencept had positioned the Pendraw product to complete with business charting programs. The manual introduces Pendraw by guiding the user through the process of creating a numeric bar chart. Thus, a key marketing issue was the extent to which the new product would compete favorably with established brands, such as Chart- Master.

Participants were given one hour of hands-on experience with Chart-Master and Pendraw, using workbooks that were designed to follow the same instructional sequence as the user manuals for the two products, while equalizing the style of writing and eliminating value state- ments (e.g., "See how easy that was to do?"). Half of the participants tried Chart-Master first and half tried Pendraw first. After using each package, a questionnaire was completed.

330 MIS Quarterly/September 1989

Reliability and validity Cronbach alpha was .98 for perceived useful- ness and .94 for perceived ease of use. Con- vergent validity was supported, with only two of 72 monotrait-heteromethod correlations falling below significance. Ease of use item 4 (flexibil- ity), applied to Chart-Master, was not significantly correlated with either items 3 (clear and under- standable) or 5 (easy to become skillful). This suggests that, contrary to conventional wisdom, flexibility is not always associated with ease of use. As Goodwin (1987) points out, flexibility can actually impair ease of use, particularly for novice users. With item 4 omitted, Cronbach alpha for ease of use would increase from .94 to .95. Despite the two departures to conver- gent validity related to ease of use item 4, no exceptions to the discriminant validity criteria oc- curred across a total of 720 comparisons (360 for each scale).

Factorial validity was assessed by factor ana- lyzing the 12 scale items using principal compo- nents extraction and oblique rotation. The re- sulting two-factor solution is very consistent with distinct, unidimensional usefulness and each of use scales (Table 7). Thus, as in Study 1, Study 2 reflects favorably on the convergent, discrimi- nant, and factorial validity of the usefulness and ease of use scales.

Relationship to use Participants were asked to self-predict their future use of Chart-Master and Pendraw. The

IT Usefulness and Ease of Use

questions were worded as follows: "Assuming Pendraw would be available on my job, I predict that I will use it on a regular basis in the future," followed by two seven-point scales, one with likely-unlikely end-point adjectives, the other, re- versed in polarity, with improbable-probable end- point adjectives. Such self-predictions, or "be- havioral expectations," are among the most ac- curate predictors available for an individual's future behavior (Sheppard, et al., 1988; War- shaw and Davis, 1985). For Chart-Master, use- fulness was significantly correlated with self- predicted usage (r = .71, p<.001), but ease of use was not (r = .25, n.s.) (Table 8). Chart- Master had a non-significant correlation between ease of use and usefulness (r=.25, n.s.). For Pendraw, usage was significantly correlated with both usefulness (r=.59, p<.001) and ease of use (r = .47, p<.001). The ease of use-useful- ness correlation was significiant for Pendraw (r=.38, p<.001). When data were pooled across systems, usage correlated .85 (p<.001) with use- fulness and .59 (p<.001) with ease of use (see Table 8). Ease of use correlated with usefulness .56 (p<.001). The overall usefulness-use corre- lation was significantly greater than the ease of use-use correlation, as indicated by a test of de- pendent correlations (t77=4.78, p<.001) (Cohen and Cohen, 1975).

Regression analyses (Table 9) indicate that the effect of usefulness on usage, controlling for ease of use, was significant at the .001 level for Chart-Master (b = .69), Pendraw (b = .76) and overall (b = .75). In contrast, the effect of ease of use on usage, controlling for usefulness, was

Table 7.

Scale items

Usefuiness 1 Work More Quickly 2 Job Performance 3 Increase Productivity 4 Effectiveness 5 Makes Job Easier 6 Useful

Ease of Use 1 Easy to Learn 2 Controllable 3 Clear & Understandable 4 Flexible 5 Easy to Become Skillful 6 Easy to Use

Factor Analysis of Perceived Usefulness and Ease of Use Items: Study 2

Factor 1 (Usefuiness)

.91

.98

.98

.94

.95

.88

- .20 .19

- .04 .13 .07 .09

Factor 2 (Ease of Use)

.01 - .03 - .03

.04 - .01

.11

.97

.83

.89

.63

.91

.91

MIS Quarterly/September 1989 331

IT Usefulness and Ease of Use

Table 8. Correlations Between Perceived Usefulness, Perceived Ease of Use, and Self-Reported

System Usage

Study 1 Electronic Mail (n = 109) XEDIT (n = 75) Pooled (n = 184)

Study 2 Chart-Master (n = 40) Pendraw (n = 40) Pooled (n = 80)

Davis, etai. (1989) (n = 107) Wave 1 Wave 2

Usefuiness & Usage

.56***

.68***

.63***

.71***

.59***

.85***

.65***

.70***

Correlation

Ease of Use & Usage

.32***

.48***

.45***

.25

.47***

.59***

.27**

.12

Ease of Use & Usefuiness

.56***

.69***

.64***

.25

.38**

.56***

.10

.23**

p<.001 p<.01 * p<.05

Table 9. Regression Analyses of the Effect of Perceived Usefuiness and Perceived Ease of Use on

Self-Reported Usage

Study 1 Electronic Mail (n = 109) XEDIT (n = 75) Pooled (n = 184)

Study 2 Chart-Master (n = 40) Pendraw (n = 40) Pooled (n = 80)

Davis, et al. (1989) (n = 107) After 1 Hour After 14 Weeks

independent

Usefuiness

.55***

.69***

.57***

.69***

.76***

.75***

.62***

.71***

Variabies

Ease of Use

.01

.02

.07

.08

.17

.17*

.20*** - .06

R=

.31

.46

.38

.51

.71

.74

.45

.49

p<.001 p<.01 p<.05

non-significant for both Chart-Master (b = .O8, n.s.) and Pendraw (b = .17, n.s.) when analyzed separately and borderline significant when ob- servations were pooled (b = .17, p<.05). The re- gression coefficients obtained for Pendraw and Chart-Master were not significantly different (F3 74 = .014, n.s.). Multicollinearity is ruled out since the standard errors of the estimates are low (.07 for both usefulness and ease of use) and the covariances between the parameter estimates are negligible ( - .004).

Hence, as in Study 1, the significant painwise correlations between ease of use and usage drop dramatically when usefulness is controlled for, suggesting that ease of use operates

through usefulness. Partial correlation analysis indicates that the variance in usage explained by ease of use drops by 91% when usefulness is controlled for. Consistent with Study 1, these regression and partial correlation results suggest that usefulness mediates the effect of ease of use on usage. The implications of this are ad- dressed in the following discussion.

Discussion The purpose of this investigation was to develop and validate new measurement scales for per- ceived usefulness and perceived ease of use, two distinct variables hypothesized to be deter-

332 MIS Quarterly/September 1989

IT Usefulness and Ease of Use

minants of computer usage. This effort was suc- cessful in several respects. The new scales were found to have strong psychometric properties and to exhibit significant empirical relationships with self-reported measures of usage behavior. Also, several new insights were generated about the nature of perceived usefulness and ease of use, and their roles as determinants of user acceptance.

The new scales were developed, refined, and streamlined in a several-step process. Explicit definitions were stated, followed by a theoretical analysis from a variety of perspectives, includ- ing: expectancy theory; self-efficacy theory; be- havioral decision theory; diffusion of innovations; marketing; and human-computer interaction, re- garding why usefulness and ease of use are hy- pothesized as important determinants of system use. Based on the stated definitions, initial scale items were generated. To enhance content va- lidity, these were pretested in a small pilot study, and several items were eliminated. The remain- ing items, 10 for each of the two constmcts, were tested for validity and reliability in Study 1, a field study of 112 users and two systems (the PROFS electronic niail system and the XEDIT file editor). Item analysis was pertormed to elimi- nate more items and refine others, further stream- lining and purifying the scales. The resulting six- item scales were subjected to further construct validation in Study 2, a lab study of 40 users and two systems: Chart-Master (a menu-driven business charting program) and Pendraw (a bit- mapped paint program with a digitizer tablet as its input device).

The new scales exhibited excellent psychomet- ric characteristics. Convergent and discriminant validity were strongly supported by multitrait- multimethod analyses in both validation studies. These two data sets also provided strong sup- port for factorial validity: the pattem of factor load- ings confirmed that a priori structure of the two instruments, with usefulness items loading highly on one factor, ease of use items loading highly on the other factor, and small cross-factor load- ings. Cronbach alpha reliability for perceived use- fulness was .97 in Study 1 and .98 in Study 2. Reliability for ease of use was .91 in Study 1 and .94 in Study 2. These findings mutually con- firm the psychometric strength of the new meas- urement scales.

As theorized, both perceived usefulness and ease of use were significantly correlated with self- reported indicants of system use. Perceived use-

fulness was correlated .63 with self-reported cur- rent use in Study 1 and .85 with self-predicted use in Study 2. Perceived ease of use was cor- related .45 with use in Study 1 and .69 in Study 2. The same pattern of correlations is found when correlations are calculated separately for each of the two systems in each study (Table 8). These correlations, especially the usefulness- use link, compare favorably with other correla- tions between subjective measures and self- reported use found in the MIS literature. Swan- son's (1987) "value" dimension correlated .20 with use, while his "accessibility" dimension cor- related .13 with self-reported use. Correlations between "user information satisfaction" and self- reported use of .39 (Barki and Huff, 1985) and .28 (Baroudi, et al., 1986) have been reported. "Realism of expectations" has been found to be correlated .22 with objectively measured use (Ginzberg, 1981) and .43 with self-reported use (Barki and Huff, 1985). "Motiviational force" was correlated .25 with system use, objectively meas- ured (DeSanctis, 1983). Among the usage cor- relations reported in the literature, the .79 corre- lation between "pertormance" and use reported by Robey (1979) stands out. Recall that Robey's expectancy model was a key underpinning for the definition of perceived usefulness stated in this article.

One of the most significant findings is the rela- tive strength of the usefulness-usage relation- ship compared to the ease of use-usage rela- tionship. In both studies, usefulness was significantly more strongly linked to usage than was ease of use. Examining the joint direct effect of the two variables on use in regression analy- ses, this difference was even more pronounced: the usefulness-usage relationship remained large, while the ease of use-usage relationship was diminished substantially (Table 8). Multi- collinearity has been ruled out as an explana- tion for the results using specific tests for the presence of multicollinearity. In hindsight, the prominence of perceived usefulness makes sense conceptually: users are driven to adopt an application primarily because of the functions it pertorms for them, and secondarily for how easy or hard it is to get the system to pertorm those functions. For instance, users are often willing to cope with some difficulty of use in a system that provides critically needed function- ality. Although difficulty of use can discourage adoption of an otherwise useful system, no amount of ease of use can compensate for a

MIS Quarterly/September 1989 333

IT Usefulness and Ease of Use

system that does not pertorm a useful function. The prominence of usefulness over ease of use has important implications for designers, particu- larly in the human factors tradition, who have tended to overemphasize ease of use and over- look usefulness (e.g., Branscomb and Thomas, 1984; Chin, et al., 1988; Shneiderman, 1987). Thus, a major conclusion of this study is that perceived usefulness is a strong correlate of user acceptance and should not be ignored by those attempting to design or implement suc- cessful systems.

From a causal perspective, the regression re- sults suggest that ease of use may be an ante- cedent to usefulness, rather than a parallel, direct determinant of usage. The significant pairwise correlation between ease of use and usage all but vanishes when usefulness is con- trolled for. This, coupled with a significant ease of use-usefulness correlation is exactly the pat- tern one would expect if usefulness mediated between ease of use and usage (e.g., J.A. Davis, 1985). That is, the results are consistent with an ease of use - > usefulness - > usage chain of causality. These results held both for pooled observations and for each individual system (Table 8). The causal influence of ease of use on usefulness makes sense conceptu- ally, too. All else being equal, the easier a system is to interact with, the less effort needed to operate it, and the more effort one can allo- cate to other activities (Radner and Rothschild, 1975), contributing to overall job pertormance. Goodwin (1987) also argues for this flow of cau- sality, concluding from her analysis that: "There is increasing evidence that the effective func- tionality of a system depends on its usability" (p. 229). This intriguing interpretation is prelimi- nary and should be subjected to further experi- mentation. If true, however, it underscores the theoretical importance of perceived usefulness.

This investigation has limitations that should be pointed out. The generality of the findings re- mains to be shown by future research. The fact that similar findings were observed, with respect to both the psychometric properties of the meas- ures and the pattern of empirical associations, across two different user populations, two differ- ent systems, and two different research settings (lab and field), provides some evidence favoring external validity.

In addition, a follow-up to this study, reported by Davis, et al. (1989) found a very similar pat-

tern of results in a two-wave study (Tables 8 and 9). In that study, MBA student subjects were asked to fill out a questionnaire after a one-hour introduction to a word processing program, and again 14 weeks later. Usage intentions were measured at both time periods, and self- reported usage was measured at the later time period. Intentions were significantly correlated with usage (.35 and .63 for the two points in time, respectively). Unlike the results of Studies 1 and 2, Davis, et al. (1989) found a significant direct effect of ease of use on usage, controlling for usefulness, after the one-hour training ses- sion (Table 9), although this evolved into a non- significant effect as of 14 weeks later. In gen- eral, though, Davis, et al. (1989) found useful- ness to be more influential than ease of use in driving usage behavior, consistent with the find- ings reported above.

Further research will shed more light on the gen- erality of these findings. Another limitation is that the usage measures employed were self- reported as opposed to objectively measured. Not enough is currently known about how accu- rately self-reports reflect actual behavior. Also, since usage was reported on the same ques- tionnaire used to measure usefulness and ease of use, the possibility of a halo effect should not be overlooked. Future research addressing the relationship between these constructs and ob- jectively measured use is needed before claims about the behavioral predictiveness can be made conclusively. These limitations notwithstand- ing, the results represent a promising step toward the establishment of improved measures for two important variables.

Research implications Future research is needed to address how other variables relate to usefulness, ease of use, and acceptance. Intrinsic motivation, for example, has received inadequate attention in MIS theo- ries. Whereas perceived usefulness is con- cerned with pertormance as a consequence use, intrinsic motivation is concerned with the rein- forcement and enjoyment related to the process of pertorming a behavior per se, irrespective of whatever external outcomes are generated by such behavior (Deci, 1975). Although intrinsic motivation has been studied in the design of com- puter games (e.g., Malone, 1981), it is just be- ginning to be recognized as a potential mecha- nism underlying user acceptance of end-user

334 MIS Quarterly/September 1989

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systems (Carroll and Thomas, 1988). Currently, the role of affective attitudes is also an open issue. While some theorists argue that beliefs influence behavior only via their indirect influ- ence on attitudes (e.g., Fishbein and Ajzen, 1975), others view beliefs and attitudes as co- determinants of behavioral intentions (e.g., Tri- andis, 1977), and still others view attitudes as antecedents of beliefs (e.g., Weiner, 1986). Counter to Fishbein and Ajzen's (1975) position, both Davis (1986) and Davis, et al. (1989) found that attitudes do not fully mediate the effect of perceived usefulness and perceived ease of use on behavior.

It should be emphasized that perceived useful- ness and ease of use are people's subjective appraisal of pertormance and effort, respectively, and do not necessarily reflect objective reality. In this study, beliefs are seen as meaningful vari- ables in their own right, which function as be- havioral determinants, and are not regarded as surrogate measures of objective phenomena (as is often done in MIS research, e.g., Ives, et al., 1983; Srinivasan, 1985). Several MIS studies have observed discrepancies between perceived and actual pertormance (Cats-Baril and Huber, 1987; Dickson, et al., 1986; Gallupe and De- Sanctis, 1988; Mclntyre, 1982; Sharda, et al., 1988). Thus, even if an application would objec- tively improve pertormance, if users don't per- ceive it as useful, they're unlikely to use it (Alavi and Henderson, 1981). Conversely, people may overrate the pertormance gains a system has to offer and adopt systems that are dysfunc- tional. Given that this study indicates that people act according to their beliefs about pertormance, future research is needed to understand why per- formance beliefs are often in disagreement with objective reality. The possibility of dysfunctional impacts generated by information technology (e.g., Kottemann and Remus, 1987) emphasizes that user acceptance is not a universal goal and is actually undesireable in cases where systems fail to provide true pertormance gains.

More research is needed to understand how measures such as those introduced here per- form in applied design and evaluation settings. The growing literature on design principles (An- derson and Olson, 1985; Gould and Lewis, 1985; Johansen and Baker, 1984; Mantei and Teorey, 1988; Shneiderman, 1987) calls for the use of subjective measures at various points throughout the development and implementation process, from the earliest needs assessment

through concept screening and prototype test- ing to post-implementation assessment. The fact that the measures pertormed well psychometri- cally both after brief introductions to the target system (Study 2, and Davis, et al., 1989) and after substantial user experience with the system (Study 1, and Davis, et al., 1989) is promising concerning their appropriateness at various points in the life cycle. Practitioners generally evaluate systems not only to predict acceptabil- ity but also to diagnose the reasons underlying lack of acceptance and to formulate interven- tions to improve user acceptance. In this sense, research on how usefulness and ease of use can be influenced by various externally control- lable factors, such as the functional and inter- face characteristics of the system (Benbasat and Dexter, 1986; Bewley, et al., 1983; Dickson, et al., 1986), development methodologies (Alavi, 1984), training and education (Nelson and Cheney, 1987), and user involvement in design (Baroudi, et al. 1986; Franz and Robey, 1986) is important. The new measures introduced here can be used by researchers investigating these issues.

Although there has been a growing pessimism in the field about the ability to identify measures that are robustly linked to user acceptance, the view taken here is much more optimistic. User reactions to computers are complex and multi- faceted. But if the field continues to systemati- cally investigate fundamental mechanisms driv- ing user behavior, cultivating better and better measures and critically examining altemative theo- retical models, sustainable progress is within reach.

Acknowledgements This research was supported by grants from the MIT Sloan School of Management, IBM Canada Ltd., and The University of Michigan Business School. The author is indebted to the anony- mous associate editor and reviewers for their many helpful suggestions.

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About the Author Fred D. Davis is assistant professor at the Uni- versity of Michigan School of Business Admini- stration. His doctoral research at the Sloan School of Management, MIT, dealt with predict- ing and explaining user acceptance of computer technology. His current research interests in- clude computer support for decision making, mo- tivational determinants of computer acceptance, intentions and expectations in human behavior, and biased attributions of the pertormance im- pacts of information technology.

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Appendix Final Measurement Scales for Perceived Usefulness and

Perceived Ease of Use

Perceived Usefulness Using CHART-MASTER in my job would enable me to accomplish tasks more quickly.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

Using CHART-MASTER would improve my job pertormance.

likely I I I _ l I I I I unlikely

extremely quite slightly neither slightly quite extremely

Using CHART-MASTER in my job would increase my productivity.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

Using CHART-MASTER would enhance my effectiveness on the job.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

Using CHART-MASTER would make it easier to do my job.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

I would find CHART-MASTER useful in my job.

likely I I I I I I I I unlikely extremely quite slightly neither slightly quite extremely

Perceived Ease of Use Learning to operate CHART-MASTER would be easy for me.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

I would find it easy to get CHART-MASTER to do what I want it to do.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

My interaction with CHART-MASTER would be clear and understandable.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

I would find CHART-MASTER to be flexible to interact with.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

It would be easy for me to become skillful at using CHART-MASTER.

likely I I I I I I I I unlikely

extremely quite slightly neither slightly quite extremely

I would find CHART-MASTER easy to use.

likely I I I I I I I I unlikely extremely quite slightly neither slightly quite extremely

340 MIS Quarterly/September 1989

2. Understanding Information Technology Usage- A Test of Competing Models.pdf

Understanding Information Technology Usage: A Test of Competing Models

Shirley Taylor School of Business Queen "v University Kingston, Ontario Canada K7L 3N6

Peter A. Todd School of Business Queen's University Kingston. Ontario Canada K7L 3N6

The Technology Acceptance Model and two variations of the Theory of Planned Behavior were compared to assess which model best helps to un- derstand usage of information technology. The models were compared using student data collected from 786 potential users of a computer resource center. Behavior data was based on monitoring 3,780 visits to the resource center over a 12-week period. Weighted least squares estimation revealed that all three models performed well in terms of fit and were roughly equivalent in terms of their ability to explain behavior. Decomposing the belief structures in the The- ory of Planned Behavior provided a moderate increase in the explanation of behavioral intention. Overall, the results indicate that the decomposed Theory of Planned Behavior provides a fuller understanding of behavioral intention by focusing on the factors that are likely to influence systems use through the application of both design and implementation strategies. Inrormalion lechaokiK) usatie—Technology acceptance model—Ilicory of planned behavior—[nnovatiun characterisrics

1. Introduction A key objective of much IT research is to assess the value of information technol-

ogy to an organization and to understand the determinants of that value. The objec- tive of such research is to help firms better deploy and manage their IT resources and enhance overall effectiveness. There are many levels from which to approach this problem. Some researchers have suggested macroeconomic approaches (Panko 1991 provides a review and critique of this approach). Other researchers have examined this issue at the firm level by assessing the relationship between IT expenditure and firm performance (see Banker et al. 1993 for a review and critique of this research from a variety of perspectives). A third approach has been to examine the determi- nants of IT adoption and usage by individual users (e.g., Davis 1989. Davis et al. 1989). Early work in this area focused on the examination of usage as a surrogate measure for information systems success (DeLone and McLean 1992).

Recently, usage has been studied as a phenomenon of interest in its own right (Davis 1989. 1993; Davis et al. 1989, 1992; Adams et al. 1992; Mathieson 1991; Moore and Benbasat 1993; Thompson et al. 1991; Hartwick and Barki 1994). As a

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Copyright © 1995. Institute for Operations Reseaich and the Management Science*

144 Information Systems Research 6 : 2

Understanding Information Technology Usage

key dependent variable in the IT research literature, understanding usage is of in- creasing theoretical interest. It is also of increasing practical importance as the usage of IT becomes more pervasive. From a pragmatic point of view, understanding the determinants of information technology usage should help to ensure effective deploy- ment of IT resources in an organization. Such usage is a necessary condition for ensuring productivity payoffs from IT investments (Davis 1989, Mathieson 1991).

In recent years, a variety of theoretical perspectives have been advanced to provide an understanding ofthe determinants of usage. One important hne of research has employed intention-based models which use behavioral intention to predict usage and. in turn, focus on the identification ofthe determinants of intention, such as attitudes, social influences, and facilitating conditions (Davis etal. 1989. 1992; Hart- wick and Barki 1994; Mathieson 1991). This work is grounded in models from social psychology, such as the Theory of Reasoned Action (TRA) {Ajzen and Fishbein 1980).and the Theory ofP]anncdBehavior(TPB)(Ajzen 1985, 1991).

From this stream of research, the Technology Acceptance Model (TAM) has emerged as a powerful and parsimonious way to represent the antecedents of system usage through beliefs about two factors: the perceived ease of use and the p>ereeived usefulness of an information system (Davis 1989, 1993; Davis et al. 1989, 1992). TAM is an adaptation ofthe TRA. In TAM. intention is determined by attitude towards usage as well as by the direct and indirect effects of perceived ease of use and perceived usefulness (see Figure la) . The practical utility ofthe model stems from the fact that ease of use and usefulness are factors over which a system designer has some degree of control. To the extent that they are key determinants of usage, they provide direction to designers as to where efforts should be focused.

Empirical tests of TAM have shown that it explains much ofthe variance in usage intention and self-reported usage (Davis 1989, 1993; Davis et al. 1989; Mathieson 1991). However, TAM has not been tested with actual measures of usage behavior. Rather, tests ofthe model have relied on measures of usage intention or self-reported measures of usage which are often collected coincidentally with the measurement of beliefs, attitudes and intention. In addition, the complete model has not been tested simultaneously; rather, various parts ofthe model have been examined separately using regression-based approaches. A complete assessment ofthe model, incorporat- ing actual measures of usage, is important to fully examine the extent to which the model can help to understand usage behavior (Davis 1989, Davis et al. 1992). This study includes such a test using actual behavior data collected over time.

A second line of research has examined the adoption and usage of information technology from a Diffusion of Innovations perspeetive (Rogers 1983; Tomatzky and Klein 1982). This research examines a variety of factors which are thought to be determinants of IT adoption and usage, such as; individual user characteristics (Brancbeau and Wetherbe 1990), information sources and communication channels (Nilikantaand Scammell 1990), and innovation eharacteristics(Hofferand Alexan- der 1992, Moore 1987, Moore and Benbasat 1993), Moore and Benbasat (1993) have integrated the intentions and innovations literatures in an examination ofthe determinants of end-user computing, combining concepts from the Theory of Rea- soned Action and the perceived characteristics of innovations (Rogers 1983).

This paper further extends, integrates and eompares models resulting from these two lines of research by contrasting three models of IT usage derived from the intentions and innovations literatures. We extend Mathieson's (1991) comparison

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The Tbeaty of PUnned Behavior The Technology Acceptance Model

Dectnnposed laeory of Planned Behavko'

FtGURE 1. Theoretical Models.

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of the Technology Acceptance Model and the Theory of Planned Behavior, which focused only on predicting intentions, by incorporating measures of usage behavior, and testing the full versions of both TAM and TPB. The TPB model {see Figure lb) asserts that attitude, subjective norm and perceived behavioral control are direct determinants of behavioral intention, which in turn affects behavior. In a study of intention to use spreadsheet software. Mathieson (1991) found that while TPB was predictive of user intention, it did not provide as complete an explanation of inten- tion as TAM.

A third model, the decomposed TPB (see Figure lc), is also introduced. This mode! draws upon constructs from the innovations characteristics literature, and more completely explores the dimensions of subjective norm (i.e.. social influence) and perceived behavioral control by decomposing them into specific belief dimen- sions. This decomposed TPB model has advantages similar to TAM in that it identi- fies specific salient beliefs that may influence IT usage. Because it incorporates addi- tional factors, such as the influence of significant others, perceived ability and control that are not present in TAM, but have been shown to be important determinants of behavior (Ajzen 1991), it should provide a more complete understanding of usage.

The three models are compared in terms of the extent to which each can be used to understand intention to use and subsequent usage of information technology. This assessment of contribution to understanding is made using structural equation mod- elling, comparing the models on the basis of overall model fit, explanatory power and significance of paths. To test the models, data were collected from 786 potential users of a student computer resource center. This facility is designed for the exclusive use of business school students and is used on a voluntary basis for the preparation of final reports and presentations on a fee for use basis.

The paper proceeds as follows. In the next section, we review the theoretical models (TAM, TPB and Decomposed TPB) which underlie this research. In §3, we provide an overview of the empirical study designed to test the models. Section 4 presents the findings. Section 5 provides a discussion of results and a comparison of the models. Section 6 provides concluding comments, discusses the limitations of the study and suggests some directions for further research.

2. Theoretical Models of IT Usage 2.1. Model 1—The Teehnology Acceptance Model

The Technology Acceptance Model(TAM)(Davis 1989, 1993: Davis et al. 1989) (see Figure la) is an adaptation oftheTheory of Reasoned Action (TRA)(Fishbein and Ajzen 1975) which specifies two beliefs, perceived usefulness and perceived ease of use, as determinants of attitude towards usage intentions and IT usage (Davis et al. 1989). Usage intentions are, in turn, the sole direct determinant of usage. Intro- ducing intentions as a mediating variable in the model is important for both sub- stantive and pragmatic reasons. Substantively, the formation of an intention to carry out a behavior is thought to be a necessary precursor to behavior (Fishbein and Ajzen 1975). Pragmatically, the inclusion of intention is found to increase the predictive power of models such as TAM and TRA. relative to models which do not include intention (Fishbein and Ajzen 1975).

In the Technology Acceptance Model, usage behavior ( 5 ) is modelled as a direct function of behavioral intention (B/ ) . 5 / i s . in turn, a weighted function of: attitude

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towards usage {A), which reflects feelings of favourableness or unfavourableness to- wards using the technology, and perceived usefulness ( t / ) , which reflects the belief that using the technology will enhance performance (see Figure la) . Attitude is de- termined jointly by perceived usefulness and perceived ease of use (if) . Finally, ease of use is modelled as a direct determinant of perceived usefulness.

Stated more formally,

A = ^3^7+ W4E,

TAM can be considered a special case ofthe Theory of Reasoned Action, with only two beliefs comprising attitude and no role for subjective norm (i.e., social influences). TAM departs from TRA in one significant way. The direct path from perceived use- fulness to intention violates the TRA model which claims that attitude completely mediates the relationship between these types of beliefs and intention. According to Davis et al. (1989), the reason for this deviation is that in work settings, intentions to use IT may be based on anticipated job performance consequences of using the system regardless of overall attitude. In other words, an employee may dislike a system, (i.e., have a negative attitude towards it), but still use the system because it is perceived to be advantageous in terms of job performance (Davis et al, 1989).

According to Davis et al. (1989), all other factors not explicitly included in the model are expected to impact intentions and usage (B) through ease of use and per- ceived usefulness. These external variables might include: system design characteris- tics, training, documentation and other types of support, as well as decision maker characteristics that might influence usage (Davis et al. 1989). Thus, according to TAM, the easier a technology is to use, and the more useful it is perceived to be, the more positive one's attitude and intention towards using the technology. Correspond- ingly, the usage ofthe technology increases.

The appeal of this model, then, is that it is both specific and simple. It suggests a small number of factors which jointly account for usage. These factors are specific, easy to understand, and can be manipulated through system design and implemen- tation. In addition, they should also be generalizable across settings.

TAM has received empirical support in information technology researeh. For ex- ample, Davis et al. (1989) found that TAM predicted software usage intention better than the Theory of Reasoned Action (R'B/ ^ 0.47 at time I, immediately after the introduction of new software, and 0.51 at time 2, 14 weeks after the introduction of the software, compared with 0.32 and 0.26 for TRA at time I and time 2 respectively). However, the ability ofthe models to predict self-reported behavior was limited ( /? i^ 0.12). Davis (1993) reports an Rl = 0.3 for a modified version of TAM which omits BI, and where behavior measures were collected co-incidentally with other model measures. Mathieson (1991) found that TAM predicted intention to use a spreadsheet package better than the Theory of Planned Behavior (^^/ ^ 0.69 for TAM and 0.60 forTPB). Mathieson did not include any measures of behavior.

While these tests show that the model has reasonable explanatory power, tests of the relationships in the model have not produced consistent results in all cases. The strongest results have been in support ofthe importance of perceived usefulness as a direct determinant of intention. In addition, the relationship of perceived usefulness

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to attitude has been consistent. The role of ease of use has been equivocal and to a large extent mediated by perceived usefulness.

Although it is a special case of the TRA, TAM excludes the influence of social and personal control factors on behavior. The Theory of Planned Behavior, described next, takes these factors into account and thus might be expected to increase our understanding of user behavior.

2.2. Model 2—The Theory of Planned Behavior The Theory of Planned Behavior (TPB) (Ajzen 1985, 1991) extends the Theory

of Reasoned Action (Fishbein and Ajzen 1975), to account for conditions where individuals do not have complete control over their behavior. The TPB asserts that behavior (B) is a direct function of behavioral intention (6/) and i>erceived behav- ioral control (PBC) and that behavioral intention is formed by one's attitude {A), which reflects feelings of favourableness or unfavourableness towards performing a behavior; subjective norm [SN). which reflects perceptions that significant referents desire the individual to perform or not perform a behavior; and perceived behavioral control (PBC), which reflects perceptions of internal and external constraints on behavior (Ajzen 1985, 1991). More formally, behavior is a weighted function of in- tention and perceived behavioral control: and intention is the weighted sum of the attitude, subjective norm and perceived behavioral control components (See Figure lb). Thus, according to the TPB model:

BI = H'3^ + W^SN + W5PBC.

Each ofthe determinants of intention, i.e., attitude, subjective norm and perceived behavioral control, is, in turn, determined by underlying belief structures. These are referred to as attitudinal beliefs' (ft/), normative beliefs {nbj), and control beliefs (cftt) which are related to attitude, subjective norm and perceived behavioral control respectively. These relationships are typically formulated using an expectancy-value model which attaches a weight to each belief in a fashion similar to Vroom's( 1969) expectancy theory.

Stated more formally, attitude {A) is equated with the attitudinal belief (ftj that performing a behavior will lead to a particular outcome, weighted by an evaluation ofthe desirability of that outcome (e,), that is,

A = ^hi ei.

For example, an individual may believe that using information technology will result in betterjob performance (/?,), and may consider this a highly desirable outcome (c,).

Subjective norm is formed as the individual's normative belief (n/)y) concerning a par- ticular referent weighted by the motivation to comply with that referent (mcj), that is.

For example, an individual may believe that his/her peers think that one should use

' Fishbein and Ajzen (1975) refer to these beliefs as "behavioral beliefs". Forctarity. they will be referred to in this paper as "attitudinal beliefs", to maintain a clear distinction with "behavioral control beliefs" associated with PBC.

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information technology {n bj) but that complying with the wishes of peers is relatively unimportant (mcj).

The role of subjective norm as a determinant of IT usage is somewhat unclear. Neither Davis et al. {1989) nor Mathieson (1991) found a significant relationship between 5'A'and BI. However, these results may have been due to the fact that there were no real consequences associated with the behavior under study and little exter- nal pressure to perform the behavior (Davis 1993, Davis et al. 1992. Hartwick and Barki 1994). Indeed, studies in organizational settings have found subjective norm to be an important determinant of BI or self reported usage of IT {Hartwick and Barki 1994. Moore and Benbasat 1993). Thus, in a setting where actual behavior with real consequences is studied, subjective norm would be expected to be an important determinant of intention and usage. Furthermore, its relative importance may be a function ofthe phase of implementation ofthe technology; subjective norms have been found to be more important prior to, or in the early stages of, implementation when users have only limited direct experience from which to develop attitudes (Hartwick and Barki 1994).

According to Ajzen (1985, 1991; Ajzen and Driver 1992; Ajzen and Madden 1986; Madden et al. 1992), perceived behavioral control reflects beliefs regarding access to the resources and opportunities needed to perform a behavior, or alternatively, to the internal and external factors that may impede performance of the behavior. This notion encompasses two components. The first component is "facilitating condi- tions" (Triandts 1979), which reflects the availability of resources needed to engage in a behavior, such as time, money or other specialized resources. The second com- ponent is self-efficacy; that is. an individual's self-confidence in his/her ability to perform a behavior (Bandura 1977, 1982). Perceived behavioral control is formed as the sum of the control beliefs (c/ix.) weighted by the perceived facilitation (p/^) ofthe control belief in either inhibiting or facilitating the behavior, that is,

PBC = S c ^ M

For example, an individual may feel that he/she does not have the skill to use infor- mation technology (cbk) and that skill level is important in determining usage {pfk).

The IT literature to date demonstrates that PBC may be an important determinant of usage. In a direct test, Mathieson (1991) found that PBC did have a significant relationship with behavioral intention, though it did not provide substantial explan- atory power. Other indirect evidence with respect to PBC can also be found in the literature. For example, Moore and Benbasat (1993) found that perceived voluntari- ness, which they liken to perceived behavioral control, was a significant determinant of usage. Similarly, Hartwick and Barki (1994) noted that mandated and voluntary use result in different relative impacts for Attitude and Subjective Norm in TRA. Furthermore. Compeau and Higgins (1991b) have shown that self-efficacy has a sig- nificant impact on usage. Overall, this literature suggests that PBC should influence IT usage.

The relationship between the belief structures and the determinants of intention {A, SN, and PBC) are not particularly well understood (Ajzen 1991). This is due to two factors. In the TPB, the belief structures are combined into unidimensional constructs (i.e., Zhie^, "ZribjinCj. I.cbt.pj],). Such monolithic belief sets may not be consistently related to attitude, subjective norm or perceived behavioral control (Bagozzi 1981, 1982; Miniard and Cohen 1979, 1981, 1983; Shimp and Kavas

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1984). Secondly, the belief sets, especially those relating to attitude, are idiosyncratic to the empirical setting, making it difficult to operationalize the TPB. This is in con- trast to TAM which proposes a belief set, consisting of ease of use and usefulness, that is consistent and generalizable across different settings (Davis et al. 1989). In our third model, we address these two limitations ofthe TPB by recommending a set of stable, decomposed belief structures for the TPB model.

2.3. Model 3—The Decomposed Theory of Planned Behavior An alternative version ofthe TPB model with decomposed belief structures is pre-

sented in Figure lc. In this model, attitudinal, normative and control beliefs are de- composed into multi-dimensional belief constructs. This decomposition approach provides several advantages. First, it has been noted that it is unlikely that monolithic belief structures, representing a variety of dimensions will be consistently related to the antecedents of intention (Bagozzi 1981, Shimp and Kavas 1984). By decompos- ing beliefs, those relationships should become clearer and more readily understood. In addition, the decomposition can provide a stable set of beliefs which can be applied across a variety of settings. This overcomes some ofthe disadvantages in operation- alization that have been noted with respect to the traditional intention models (Berger 1993, Mathieson 1991). Finally, by focusing on specific beliefs, the model becomes more managerially relevant, pointing to specific factors that may influence adoption and usage. These factors may be manipulated through systems design and implementation strategies. In this way, the decomposed TPB shares many ofthe same advantages associated with TAM. It differs in that it is more complex because it in- troduces a larger number of factors that may influence usage. Because of this, the decomposed TPB should provide a more complete understanding of IT usage relative to the more parsimonious TAM.-̂

2.3.1. Decomposing Attitudinal Belief Structures. For the TRA and TPB models, the identification of a stable set of relevant belief dimensions for attitudinal beliefs has traditionally been problematic (Berger 1993). Indeed, the difliculties associated with establishing a set of salient beliefs may be one reason why Davis et al. (1989) and Mathieson (1991) found that TRA and TPB did not explain usage intentions as well as TAM. The measures of ease of use and usefulness in TAM were based on well developed, refined and validated measures (Davis 1989). In contrast, the belief measures used for TRA and TPB were based on a salient belief elicitation measure which develops a scale idiosyncratic to a specific setting. Under such conditions, mea- sures of beliefs may be less than ideal. The belief structure may reflect a variety of underlying dimensions which obscure its relationship to attitude. For example, the attitudinal belief measure used by Davis et al. (1989, p. 990) to test the TRA appears to include several dimensions such as advantages and disadvantages (or perceived usefulness), ease of use and facilitating conditions.

We suggest that a set of attitudinal belief dimensions can be derived from the liter- ature describing the perceived characteristics of an innovation (Rogers 1983), an ap- proach that has been used explicitly and implicitly in previous studies of computer

^ For simplicity, our discussion of decomposition presents the decomposed belief structures as indepen- dent constructs. We recognize that there may be relationships and crossover effects between these con- structs and our modelling takes these possible correlations into account.

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technology adoption (Hoffer and Alexander 1992, Moore and Benbasat 1991). In- deed, the ease of use and usefulness measures proposed in Davis (1989) are, in part, attributed to this literature. According to the innovations literature, there are five perceived characteristics of an innovation that influence adoption (Rogers 1983), three of which—relative advantage, complexity, and compatibility—have been found to be consistently related to adoption decisions in general (Tornatzky and Klein 1982) and to IT usage specifically (Moore and Benbasat 1993),

Relative advantage refers to the degree to which an innovation provides benefits which supersede those of its precursor and may incorporate factors such as economic benefits, image enhancement, convenience and satisfaction (Rogers 1983). It is anal- ogous to the "perceived usefulness" construct in TAM which Davis (1989, p. 320) defines as "the degree to which a person believes that using a particular system would enhance his or her job performance". Both constructs have been defined in similar ways (i.e., as relative improvement in performance), and their measures have been operationalized in terms of their relative impact on performance (Davis 1989, Moore and Benbasat 1991 ),̂ Complexity represents the degree to which an innovation is perceived to be difficult to understand, learn or operate (Rogers 1983). It is analogous (although in an opposite direction) to the "ease of use" construct in TAM (Davis 1989).'' Compatibility is the degree to which the innovation fits with the potential adopter's existing values, previous experiences and current needs (Rogers 1983).

In general, as the perceived relative advantages and compatibility of information technology usage increase, and as complexity decreases, attitude towards information systems usage should become more positive. Such an outcome would be consistent with the general diffusion of innovations literature and with specific results observed for information technology usage (Hoffer and Alexander 1992, Davis 1989, Davis et al, 1989, Mathieson 1991, Moore and Benbasat 1993).

2.3.2. Decomposing Normative Belief Structure. Several studies have suggested ap- proaches to the decomposition of normative belief structures {nbjmc)) into relevant referent groups (Burnkrant and Page 1988, Shimpand Kavas 1984, Oliver and Bear- den 1985). We hypothesize that the importance of decomposition for wdymcy will be related to the possible divergence of opinion among the referent groups. For example, three important referent groups in an organizational setting are peers, superiors and subordinates. Each may have differing views on the use of IT. For example, one's peers may be opposed to the use of a particular system, thinking it requires too much change in their work processes. At the same time, one's superiors may be encouraging the use ofthe system, anticipating certain productivity payoffs. In such a situation, a monolithic normative structure may show no influence on subjective norm or inten- tion because the effects ofthe referent groups may cancel each other out. Because the expectations of peers, superiors, and subordinates may be expected to differ, we sug- gest a decomposition into these referent groups. For this study, involving student participants, we use two groups, peers (other students) and suf>eriors (professors).

2.3.3. Decomposing Control Belief Structure. The decomposition of control be- liefs follows directly from Ajzen's( 1985, 1991) discussion ofthe construct. He refers to both the internal notion of individual "self-efficacy" (Bandura 1977) and to exter- nal resource constraints, similar to Triandis's notion of "facilitating conditions". The

^ For the sake of consistency with the preponderance of MIS researeh in this area, we will refer to relative advantage as perceived usefulness, or simply usefulness.

* Again for the sake of consistency within the MIS literature, we will refer to this as perceived ease of use.

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first dimension, self-efficacy, is related to perceived ability. With respect to IT usage, we would anticipate that higher levels of self-efficacy will lead to higher levels of be- havioral intention and IT usage (Compeau and Higgins 1991b). With respect to IT usage, the facilitating conditions construct provides two dimensions for control be- liefs: one relating to resource factors such as time and money and the other relating to technology compatibility issues that may constrain usage. All other things equal, behavioral intention and IT usage would be expected to be less likely as less time and money are available, and as technical compatibility decreases. In essence, the absence of facilitating resources represents barriers to usage and may inhibit the formation of intention and usage; however the presence of facilitating resources may not, per se, encourage usage.

3. The Study 3.1. The Computing Resource Center

Tests of the three models outlined above were conducted based on usage of a com- puting resource center (CRC) by business school students. The CRC is a facility, much like an information centre in an organization, which provides specialized com- puting and printing services, as well as technical support for students. A variety of word processing, spreadsheet, graphics, statistical and other specialized software packages are available for use. The facility supports both IBM and Macintosh com- puters, and provides specialized services such as CD-ROM, scanners, laser and color printing as well as projection equipment.

The CRC is staffed, with an attendant on duty at a help desk. The attendant also controls access to the facility and the assignment of users to one of the 18 worksta- tions. The CRC is open approximately 80 hours a week. The primary use of the CRC is for document and presentation production. It is intended to support the production of finished products and is not used as a general purpose computing facility. Basic input, such as typing or data entry, is not permitted in the CRC. Rather, the center provides access to high-end equipment that supplements what is available to students in general purpose computer labs and through their own resources. Access to the CRC is free; however, students are charged a fee for all hardcopy output generated.

Use of the CRC is voluntary in the sense that there are alternative facilities on campus that provide similar services to the students, and most of the work done in the CRC is not specifically required for courses (i.e., instructors do not typically re- quire that reports, presentations, and assignments be computer generated and laser printed). Use of the CRC by undergraduate and graduate business students is the target behavior of interest for this study.

3.2. Instrument Development Development of the scales to measure each of the constructs in the models pro-

ceeded through a series of steps. As a first step, items to measure behavioral intention, attitude, subjective norm and F>erceived behavioral control were generated based on the procedures suggested by Ajzen and Fishbein (1980) and Ajzen (1985, 1991). Items to measure perceived usefulness, ease of use and compatibility were based on innovation characteristic scales developed by Moore and Benbasat (1991) and Davis (1989). Facilitating conditions and self-efficacy items were generated based on the work of Compeau and Higgins (1991a) and Ajzen (1985, 1991). Consistent with the recommendations of Fishbein and Ajzen, and operationalizations by other IS

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researchers {e.g.. Davis 1989, Mathieson 1991), all questionnaire items relate spe- cifically to the use ofthe CRC rather than to general computer usage.

Construct measurement was common across models. That is, the same measures were used for perceived usefulness and perceived ease of use in tests of both TAM and TPB. Davis (1989; Davis et al. 1989) notes that "ease of use" and "perceived usefulness" correspond to the "complexity" and "relative advantage" constructs in the diffusion characteristics literature; thus they were operationalized in the same way for the analysis reported here. The operational measures were based on the scales developed by Davis (1989) and Moore and Benbasat {1991). They were adjusted to reflect the specific target behavior, use ofthe CRC. The scales were also shortened to facilitate the inclusion ofthe 12 constructs of interest into the questionnaire.

Initial items to measure each construct were identified based on the existing scales as described above. Discussions with CRC staff and users were then employed to ensure that the beliefs were consistent with the CRC context. Card sorts were then performed to assess construct validity. Six raters sorted the questionnaire items into categories representing each ofthe underlying constructs (e.g., perceived usefulness, compatibility, etc.). This sort resulted in a correct classification of items to constructs in 90 to 100 percent of the cases for the constructs of interest. On the basis of these results, some items were modified, and some deleted; a questionnaire was then devel- oped and subjected to pilot testing.

The pilot test was conducted to further improve the scales, to determine problems in completion ofthe instrument and to estimate the time required to complete the questionnaire.^ Fifty seven participants completed the pilot test. Reliabilities for the scales ranged from 0.69 for facilitating conditions to 0.95 for subjective norm. Nine ofthe scales had reliabilities of 0.80 or more. Based on the results of this pilot test, the questionnaire was further modified and shortened. The final questionnaire contained 35 questions to measure the constructs of interest, as well as some demographic and other related questions. In total, the questionnaire contained approximately 60 items. The scales for each construct included in this study are reproduced in the Appendix. Note that there are no unique items for the monolithic belief structures (i.e.. I^hjei. ^nhjmcj, Hcbkpfk), rather, each was created as a composite ofthe decomposed be- liefs. For example, 2/),^/ includes all the items from the perceived usefulness, per- ceived ease of use and compatibility scales.

The usage measures are based on forms completed each time a student used the CRC over a 12-week period. The form recorded the user's name and student number, the purpose of the visit to the CRC, the software used and the number of pages printed, as well as other information about the use ofthe facility. The usage record was designed so that it would take no more than 30 seconds to complete. The key usage measures derived from the form are total number of visits per user during the period (based on a count ofthe number of usage forms for each user), the total time sp)ent in the CRC during the period (based on the time recorded for each visit) and the number of different assignments, projects and other activities completed while using the CRC. A sample usage form is reproduced in Figure 2. 3.3. Participants

Participants in the study were all business school students in a midsize university. The total number of students enrolled in the busine^ school was approximately

' Behavior was not measured in the pilot test.

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CRCUSAGE SUMMARY SHEET

print clnrry. Return thiBcwd ta th* CRC attsndMil whan you toav*. Thanh-you)

A. DATE: B. CRC ATTENDANT C. ARRIVAL TIME: am pm D, DEPARTURE TIME: am pm

E.NAME: F. STUDENT NUMBER

Q. PURPOSE OF VlSrr is TO WORK ON (check all that apply):

• Individual assignment (for which cours»7) • Group assignment (for which course?) Q Resume • Olher (specify)

H. COMPUTER«: K. SOFTWARE USED: |ch*efc all that apply)

I. HOW MANY PAGES WERE . . . , . . . n WordPerfect

printed on a laser pnnter? ^ printed on a colour printer? LJ Lotus 1-2-3

• Harvard Graphics J. DID THE CRC ATTENDANT ASSIST YOU? Q Draw Perfect

n Y " n No Q Freelance

II yes, how? D Olher: (specify)

FIGURE 2. CRC Usage Card.

1,000. In total, 786 participants completed the survey (which measured intention to use the CRC and its determinants), of whom 582 were undergraduate students: 204 were MBA students. Over half of the participants (486 of 786) had used the CRC prior to completing the survey. Most participants reported that they were relatively familiar with the CRC's services, averaging four on a seven point familiarity scale, where seven is highly familiar.

Ofthe 786 respondents to the survey, 451 used the CRC in the subsequent 12-week period during which usage was recorded. Thus, our sample Is made up of 58% CRC users and 42% non-users, reflecting the fact that usage ofthe facility is truly voluntary.

3.4. Setting and Data Collection Procedures Data were collected in two stages. Approximately one month after the fall semester

began, research assistants administered the surveys to students during class time. The surveys assessed the respondents' beliefs, determinants of intention and their inten- tions to use the CRC over the remainder ofthe term. Prior to completing the ques- tionnaire, all participants were provided with an information sheet describing the CRC and its services. This way, even respondents who had never used the CRC had access to infonnation about the services typically available to users ofthe CRC. Re- spondents were informed that the data were being collected as part of a university research study, and would also be used to assess the services provided by the CRC.

Behavior data were collected separately. For a three month period, all visitors to the CRC were asked to complete a short survey card (see Figure 2). These survey

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TABLE 1 Summary of Measurement Scales

Measure

CRC Usage # of visits # of assignments time (in hours)

Behavioral Intention (BI) Attitude (A) Subjective Norm (SN) Perceived Behavioral Control (PBC) ZbiCi

Znbjmcj

^(•'l^kPfk Perceived Usefulness Ease of Use Compatibility Peer Influences Superior Influences Self Efficacy Resource Facilitating Conditions Technology Facilitating Conditions

# Items

I 1 1 3 4 2 3

10 4 9 4 3 3 2 2 3 3 3

Mean Standard Deviatioi

4.81 3.05 3.22 5.15* 5.43 4.24 5.38 4.32 2.75 3.86 4.68 6.17 3.93 2.01 3.49 3.98 2.92 4.68

7.44 4.82 5.86 1.63 0.92 1.44 1.10 0.94 1.19 0.93 0.92 0.51 1.32 1.23 1.53 1.63 1.01 1.47

1 Reliability"

- - -

0.91 0.85 0.88 0.70 0.89 0.92 0.78 0.68 0.71 0.82 0.92 0.80 0.85 0.50 0.78

' Guttman's Lower Bound. *• All scales have been standardized to a 0-7 scale.

cards were distributed to users by the CRC attendant who controlled the use ofthe facility and assigned users to specific computers. The card was premarked by the attendant with the date, the attendant's name, the computer number the user was assigned to, and the user's arrival time. The user returned the completed usage survey to the CRC attendant prior to leaving the facility. The attendant checked the card and filed it away for later coding. These procedures ensured the quality and com- pleteness ofthe usage data.

3.5. Measurement For the purposes of analysis, all belief items were combined with the evaluative

component using the expectancy-value approach suggested in the TPB (i.e., 6,t',, nbjmcj,pfkCbk) (Ajzen 1985, 1991). This approach was taken for all three models in order to focus on substantive differences between models, rather than confounding these substantive differences with mea.surement issues. Scales for each ofthe con- structs were developed by averaging responses to the individual items. As will be discussed later, these composite scales were created to accommodate the estimation technique employed in the analysis. A summary ofthe scale characteristics is shown in Table 1. All scales except for perceived usefulness and resource facilitating condi- tions had reliabilities above 0.70.

The scales were subjected to a confirmatory factor analysis (CFA) involving all of the measures (including behavior) in order to assess construct validity. The CFA was conducted with LISREL8 (Joreskog and Sorbom 1993). To assess the model, multiple fit indices are presented. The traditional x" fit test is reported. However, since the x^ test has been recognized as an inappropriate test for large sample sizes

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(Browne and Cudeck 1993, Marsh 1994). three other indices are also included: the AGFI (Adjusted Goodness of Fit Index) (Joreskog and Sorbom 1993), the RNI (Relative Non-Centrality Index) (McDonald and Marsh 1990), a relative fit measure which compares the tested model with a null model; and the RMSEA (Root Mean Square Error of Approximation) (Steiger 1990), an absolute measure of lack of fit (assessing the discrepancy between the population covarianee matrix and the fitted matrix). RMSEA takes into account parsimony as well as fit by examining discrep- ancy per degree of freedom. Acceptable model fits are indicated by values of: AGFI exceeding 0.80,'' though clearly higher values are preferable. RNI values exceeding 0.90 (Marsh 1994), and RMSEA values below 0.10 with values lower than 0.08 sug- gestive of reasonable fit (Browne and Cudeck 1993).

The data were generally consistent with our hypothesized structure although the X^ value was significant (x587 ^ 1961.90. p <0 .000 l ) . The other three fit statistics, AGFI, RNI, and RMSEA are all indicative of good fit (AGFI - 0.85; RNI = 0.92; RMSEA-0 .055) .

In order to further assess the validity of measures. Bollen (1989) suggests examin- ing the X values (factor loadings) and the squared multiple correlations between the items and the constructs. In addition, as suggested by Fornell and Larker (1981) internal consistency values for each construct were calculated based on the X values from the confirmatory factor analysis. These measures are analogous to Cronbach's alpha (Barclay etal. 1994).

Our analysis indicated significant loadings for each item on its hypothesized con- struct (p < 0.01 in all cases). In addition, there was little variance in the X values within each construct, indicating that the items tended to contribute equally to the formation ofthe construct. Squared multiple correlations between the individual items and the constructs were generally high; only 7 ofthe 38 multiple correlations were below 0.40, indicating that, in general, the items shared substantial variance with their hypothesized constructs. Three ofthe seven lower multiple correlations were between items measuring facilitating conditions and the two facilitating condi- tion constructs. Finally, the values for internal consistency suggest that the measures are reliable. Ten ofthe 13 scales were above 0.7. The three scales with lower than desired internal consistency values were PBC, with a value of 0.68, Resource Facili- tating Conditions, wilh a value of 0.52, and Ease of Use. with a value of 0.60.

The measures of behavior were taken from the usage cards. Three measures were used: the number of visits made to the CRC, the total time spent in the CRC over the 12-week period, and the number of projects and assignments worked on in the CRC. These measures were derived by summing the individual visit data for each respondent.

Over the 12-week period during which usage was monitored, a total of 3.780 visits to the CRC were made by survey respondents. Those using the CRC made an average of 8.38 visits^ over this time period, using the facility about once every 10 days. They spent an average of 5.6 hours using the CRC while working on approximately five

* We are not aware of any definitive statement on appropriate vaiues for AGFI. however the literature seems to indicate that 0.80 is conventionally applied as the cutoff for good model fit.

^ The numbers are the averages for the 451 individuals in our sample who used the CRC one or tnore times during the data collection period. They do not include the 351 respondents to the intention survey that did not use the CRC over this time. Including these nonusers, the average number of visits per re- spondent is 4.8.

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different assignments and projects. For those who used the facility, usage ranged from 1 visit to 54 visits per user over the 12-week period. Thus., there was a considerable amount of variance in usage. In addition, recall that 335 respondents to the ques- tionnaire made no use of the CRC at all during the 12 weeks of monitoring.

4. Findings The hypothesized paths in each of the three models described above (see Figure

1) were tested using LISREL8 (Joreskog and Sorbom 1993) with weighted least squares (WLS) estimation.** LISREL is suggested as an appropriate technique for comparing alternative theoretical models (Joreskog 1993); furthermore, LISREL is especially appropriate when testing well-developed theories (Barclay et al. 1995). In conducting the analysis, each of the constructs, with the exception of behavior, was modelled as a single indicator using the mean of the summated scale adjusted to form a 7-point measure.** As suggested by Bollen (1989. p. 168), ffj and 6, were set to equal [(1 - reliability)*variance] for each summated scale. This permits us to take measurement error into account even though we are using aggregate mea- sures for all of the constructs, except behavior. In modelling behavior, the three measures—the number of assignments worked on in the CRC, the number of visits to the CRC, and the total time spent in the CRC—were each included separately as censored variables (see Joreskog and Sorbom 1993, p. 45).'" In conducting the analysis, the \f/ matrix was set as diagonal and free, implying that the errors of the prediction equations are not correlated; the 4> matrix was set as symmetric and free, allowing the independent constructs to correlate with one another. While allowing these independent constructs to covary results in a somewhat inflated model fit, it is important to recognize that relationships exist among these variables. As required for WLS, an asymptotic covariance matrix was used in the analysis (see Table 2 for the original covariance matrix). Seven hundred and eighty six usable responses were analyzed.

For each model, overall fit. predictive power and the significance of paths were considered. R^ for each dependent construct was examined to assess explanatory power, and the significance of individual paths was assessed. The fit statistics and R^ values for each of the four models are shown in Table 3. Path coefficients for each model and their significance are shown in Figures 3, 4. and 5. The total effects for each construct on behavioral intention and usage are shown in Tabie 4.''

* Weighted least squares estimation, rather than maximum likelihood, was used since the data were not multivariate normal (Mardia's test of multivariate normality: x ' = 70680.97). WLS does not require the data to be multivariate normal.

^ The use of WLS places restrictions on the number of variables allowed in the model as a function of sample size. The sample size is required to be a minimum of \.5*K*{K + 1) where K is the number of variables in the model. In our case, if all questionnaire items were entered individually in the model, we would have .̂ 8 variables and thus require a sample size of 2023. Therefore, in spite of our relatively large sample it was not possible to introduce each of the questionnaire items into the model individually; rather, the summated scales were employed-

'" A censored variable is used in LISREL when a large number of observations take on a single value. This is done because excessive skewness and kurtosis in the data, which can result when many observations take on a single value, may affect tests of model fit and path significance (Bollen 1989). In our case this skewness is due to the values of 0 for the behavior measures of the 335 respondents who did not use the CRC during the 12 weeks that usage was monitored.

" Boilen (1989) stresses that it is important to look not only at direct effects (indicated by paths in the model) but also at indirect and total effects in interpreting results in a structural equation model. Total

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4.1. IVIodel 1 —The Technology Acceptance Model Overall, the fit statistics indicate that TAM provides a good fit to the data

iXn = 98.14, p < 0.0001: AGFI - 0.85; RNI - 0.998; RMSEA = 0.096'-). Although the x^ value is significant, all other fit statistics are within the range suggestive of a good model fit. The model accounts for 34% ofthe variance in behavior. 52% ofthe variance in intention and 73% ofthe variance in attitude (see Table 3).

As indicated in Figure 3, most path coefficients were as hypothesized. The paths from ease of use to perceived usefulness and attitude were significant, as were the paths from perceived usefulness to attitude and intention. The path from intention to behavior was also significant. However, the path from attitude to intention was not significant.

Table 4 also indicates that perceived usefulness and ease of use both had significant total effects on usage, but that attitude did not.

4.2. IVIodel 2—The Theory of Planned Behavior Overall, the fit statistics indicate that the TPB model also provides a good fit to the

data, though again the X" is significant (x^, = 208.17,/?< 0.0001; AGFI-0.84; RNI - 0.995; RMSEA - 0.085). The fit is comparable to that ofthe TAM. Note that the RMSEA for this model is slightly better than that for TAM, suggesting that even when the increased complexity ofthe TPB is taken into consideration, the fit ofthe TPB model is at least equivalent to TAM.

The predictive power ofthe TPB model was roughly comparable to TAM. The addition of normative and control beliefs helped to successfully predict subjective norm and perceived behavioral control (RSK = 0.50; RIBC ^ 0.84), however these variables added only slightly to the explanatory power of behavioral intention {Rl, ^ 0.57 for TPB. compared with 0.52 for TAM). In addition, the introduction of a monolithic belief structure, incorporating perceived usefulness, ease of use and compatibility did not provide a better prediction of attitude; in this case, the /?-value decreased relative to TAM (7?.̂ - 0.58. relative to «.̂ - 0.73 for TAM). Most importantly, although Zchkpfk explains the variance in PBC, PBC in turn does not provide greater explanation of behavior (/?£, ^ 0.34). Thus, the addition of perceived behavioral control does not, in this case, help to better understand usage behavior relative to TAM.

As noted in Figure 4, path coefficients were as hypothesized in each case {p < 0.01 in all instances). Attitude and subjective norm were significant determinants of in- tention, and attitudinal and normative structure were significant determinants of at- titude and subjective norm respectively. Of particular interest, the path from PBC to intention and the path from control structure {'Lch^pfk) to PBC were both signifi- cant, as was the path from PBC directly to behavior.

effects indicate the combined effect of any direct path from a given independent conslruct to the dependent constructs ofinterest. in this case IT usage behavior and bebavioral intention, as well as any indirect effects through other variables. For example, in TPB. PBC has a direct effect on behavior and an indirect effect through behavioral intcnlion. The total effects reflect ihe combination of these two. In TAM. perceived usefulness has no direct effect on IT usage, but does have indirect effects through attitude and intention, these are reflected in the total effects in Table 4. A significant effect of perceived usefulness on IT usage indicates thai usefulness indirectly influences usage.

'^For RMSEA, a lower number is considered to represent a "better" model.

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UJ

I I

i

P lc n Q.

B d

00

<

p r

ri o

>£) as

p p

Ô (S r^ >.O oo fN p p (N p o d o d o d

^T ON *^ ON O^ ^^ ^O

-̂ d d d d d d

— d d d d d d d

•— p — ( S i o r — — l O O

1

^ - ( N O O O r j - . -

— t - - ' d d d d d d d d d d d d

a o o S

160 Information Systems Research 6 ; 2

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Eit Indices and Explanatory

H T df

x' A.G.F.l. R.N.L R.M.S.E.A.

Rl RBI

R'A

RSN

RpBC

TAM

12 98.14* 0.85 0.998 0.096 0.34 0.52 0.73

_ -

TABLE 3

Power for Each ofthe Hypothesized Models

TPB

31 208.17*

0.84 0.995 0.085 0.34 0.57 0.58 0.50 0.84

Decomposed TPB

61 431.45*

0.82 0.993 0.088 0.36 0.60 0.76 0.57 0.69

(/xO.Ol).

Perceived Usefulness

p<.05

FIGURE 3. Path Coefficients for the Technology Acceptance Model (Standard Errors),

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Perceived Behavioral Control

(.84)

• P < .05

FIGURE 4. Path Coefficients for the Theory of Planned Behavior (Standard Errors).

Table 4 shows that attitude, subjective norm, perceived behavioral control and their antecedent belief conditions all have significant total effects on behavior.

4.3. Model 3—The Decomposed TPB The decomposed version ofthe TPB provides essentially the same fit as the pure

TPB model (xh = 431.45. p < 0.0001; AGFI - 0.82; RNI = 0.993; RMSEA = 0.088). The decomposed TPB provides somewhat better predictive power relative to the TAM and TPB models {Rl = 0.36; Rl, = 0.60, Rl = 0.76. Rh = 0.57; RpBc = 0.69). In particular, note that there is a slight increase in ^^ for behavioral intention relative to both TAM and pure TPB.

As noted in Figure 5, the path from perceived usefulness to attitude is significant. However, the paths from ease of use and compatibility to attitude are not significant. Both peer and superior influences are significantly related to subjective norm; and self-efficacy and resource-based facilitating conditions (i.e., time and cost related

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erceived Behavioral

Control (.69)

/TechnologyN {Facilitating!

* p < . 0 5

FIGURE 5. Path Coefficients for the Decomposed Theory of Planned Behavior (Standard Errors).

measures) are significant determinants of perceived behavioral control. All three de- terminants of intention, (i.e., attitude, subjective norm and perceived behavioral control), are significantly related to intention. Finally, both intention and perceived behavioral control are significant determinants of behavior.

Table 4 shows that attitude, subjective norm, and perceived behavioral control all have significant indirect effects on behavior. In addition, relative advantage, the

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TABLE 4 Total Effects on Behavior and Behavioral Intension for Each ofthe Hypothesized Modets*

TO BEHAVIOR

Perceived Usefulness EaseofUse

'^cbkpfii ^ Compatibility Peer influences Superior Iniluences Self Eflicacy Technology Facilitating Conditions Resource FucHitating Conditions Altitude Subjective Norm Perceived Behavioral Control

TO BEHAVIORAL INTENTION

Perceived Usefulness EaseofUse

Sntfjmcj 'Zcbkpfk Compatibility Peer Influences Superior influences Self Efficacy Technology Facilitating Conditions Resource Facilitating Conditions

TAM

0.54" (.04) 0.50" (.09)

-

- - _ - — -

- -0.07 (.11)

-

-

I.4I"(.1O) 1.31" (.24)

-

- —

_ -

-

TBP

;

0.29" (.05) 1.18"(.18)

... _ _ _ _

-

1.38" (.16) 0.38" (.06) t.l3"(.17)

-

O.7I"(.O6) 0.24" (.03) 0.31 "(.08)

_ _

_ _

-

Decomposed TPB

1.36" (.27) -0.31 (.22)

_ _

-0.11 (.15) 0.14" (.03) 0.09" (.02) O.9I"(.18)

-0.09 (.19) 3.22" (1.07) 1.47" (.16) 0.26" (.06) 1.46" (.15)

l.07"(.21) -0.25 (.17)

_ _ _

-0.09 (.11) O.II"(.O2) 0.07" (.02) 0.37" (.08)

-0,03 (.08) 1.32" (.46)

Standard errors in parentheses.

influence of friends and professors as well as self-eflicacy and resource facilitating conditions all have significant indirect effects on behavior. The indirect effects of ease of use, compatibility and technical facilitating conditions are not significant to behavior.

5. Discussion The intent of this study was to compare the Technology Acceptance Model to a

traditional version and a decomposed version of the Theory of Planned Behavior in terms of their contribution to the understanding of IT usage. Data from a field study of in excess of 750 potential users of a computing resource center were used to test these models using structural equation modelling. This included behavior data based on approximately 3,700 visits to the resource centre, monitored over a 12-week period.

Overall, all three models provided comparable fit to the data based on the measures presented in Table 3. Given this, it is reasonable to examine the models in terms of path significance and explanatory power. It was anticipated that the TPB model, which adds subjective norm and perceived behavioral control as key determinants of

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both intention and IT usage would provide a fuller explanation of behavioral inten- tion and IT usage behavior. Furthermore, we expected the decomposed TPB model which includes detailed attitudinal, social and control influences, would provide the best overall explanation of IT usage behavior. In terms ofthe ability to explain IT usage behavior, the results show that the TAM and the two TPB models are compa- rable. However, when behavioral intention is considered, the results show improve- ment in explanatory power for both the pure and decomposed TPB over the TAM. These two results are explored in detail below.

5.1. Understanding Behavior To interpret these results, it is important to examine how each ofthe models at-

tempts to explain behavior. In all three models, behavioral intention is the primary, direct determinant of behavior. The TPB adds perceived behavioral control as an additional direct determinant of behavior. In addition, all three models suggest that there are indirect effects on behavior. These indirect effects are from each of attitude (for both TAM and TPB), subjective norm and perceived behavioral control (for TPB only), as well as their antecedent beliefs. Consider first the direct effect of BI, which is common to all three models. BI has long been recognized as an important mediator in the relationships between behavior and other factors such as attitude, subjective and perceived behavioral controU Ajzen and Fishbein 1980, Ajzen 1985). The path from behavioral intention to behavior was significant in all models. Fur- thermore, the correlation between BI and B was 0.54. This is a strong correlation, which is higher than the 0.34 correlation reported by Davis et al. (1989) for the ex- planation of self reported usage at the end of a term based on an intention measure taken at the start ofthe term (a situation which is identical to the one reported here, except that our usage is based on actual behavior throughout the term). The correla- tion is also consistent with the average correlation of 0.53 for the BI-B relationship reported in the Sheppard et al. (1988) meta-analysis of 87 studies. The 0.54 correla- tion implies that BI alone explains almost 30% ofthe variance in behavior.

The importance of 5 /as a mediating variable can be seen when B/is omitted from the three models and direct paths are provided to behavior. For TAM. this results in a model with paths from attitude and perceived usefulness directly to behavior. For the TPB and decomposed TPB. this results in paths from attitude, subjective norm and PBC directly to behavior. When this is done, the prediction of behavior decreases substantially (for TAM, Rl = 0.05; for TPB, ; ? | = 0.14; for decomposed TPB, Rl = 0.20). The drop in predictive power when BI is excluded is consistent with Fishb- ein and Ajzen's (1975) identification of intention as an important mediating variable. Thus, BI plays an important substantive role, but is also important pragmatically in predicting behavior. However, it is important to note that BI is more predictive of behavior when individuals have had prior experience with the behavior (Taylor and Todd 1995).

An examination ofthe indirect effects in each model shows that most factors have a significant indirect effect on behavior. First for TAM, the indirect effects of both perceived usefulness and ease of use are significant (/ = 12.35 and 5.3 respectively, p < O.Ol). Interestingly, attitude does not have an indirect effect on behavior (/ = -0.69; p > 0.10). This is likely due to the significant effect of usefulness on intention and subsequent behavior. This would appear to support the contention of Davis et al. (1989) that attitude may not be an important determinant of intention

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and usage in workplace settings when other factors such as usefulness are indepen- dently taken into account. The explanation for such a finding is based on the fact ihat in work-related settings, performance is key. and intentions will be formed based on performance considerations rather than simply on personal likes or dislikes with re- spect to performing a behavior {Davis et al. 1989). Our setting provides an excellent example of such effects. The students are motivated in large part by consideration of grades and receive direct and frequent feedback on their performance. A sur\ey of students taken independent of Ihis research indicated that their perception was that quality of presentation was a key determinant of their academic performance. Thus, their decision to use the CRC may be independent of their attitudes towards it. They will use the CRC because they think it will help them to improve, or at least maintain, their grades.

For the pure TPB model, attitude, subjective norm and PBC all had significant indirect effects on behavior, as did the monolithic belief structures (i.e.. il/'ie',. Xnbjmcj, Zcb^pfk). Recall though that the variance explained for behavior did not increase for the pure TPB relative to TAM. For the decomposed 1PB. the separate belief structures for superior and peer influences (professors and friends), as well as separate control beliefs for self-efficacy and resources, had significant indirect effects on behavior, however they had little effect on the /?' for behavior relative to TAM and the pure TPB.

In interpreting the contribution of each model to the understanding of behavior, it is important to recognize that behavior is largely driven by behavioral intention, which on its own explains almost 30% ofthe variance in behavior. Furthermore, it is important to remember that variance explained actually decreases when BI is omit- ted from the model. Overall, the additional explanatory power aff"orded by the other factors in TAM and TPB are important, though relatively small. They are important in two ways. First, they have a measurable indirect effect on behavior (see Table 4). Second, they provide substantive indicators ofthe factors that inffuence behavioral intention, which is itself a key determinant of behavior. By turning to the antecedents of intention, we develop a fuller understanding of IT usage.

5.2. Understanding Behavioral Intention Since behavioral intention is clearly the most important determinant of IT usage

behavior in all three models, it becomes important to examine the direct and indirect influences of other factors on behavioral intention. TAM explains 52% ofthe vari- ance in behavioral intention, pure TPB explains 57% and decomposed TPB 60% of the variance in intention. This indicates that the addition of subjective norm and perceived behavioral control and the decomposition of beliefs provide some addi- tional insight into behavioral intention. Overall, the results are consistent with the meta-analysisofTRA reported by Sheppard et al. ( 1988) which reports that attitude and subjective norm together explained 44% ofthe variance in behavioral intention. The results are also similar in magnitude to those reported by Davis et al. (1989). Mathieson (1991) and Hartwick and Barki (1994).

Each of the models employs attitude and beliefs about case of use and usefulness to explain behavioral intention. TAM differs from the other two models in that it also allows a direct link from perceived usefulness to behavioral intention. It is clear that this direct effect is important. In TAM. the direct effect of perceived usefulness is

Understanding Information Technology Usage

significant, while attitude does not have a significant influence on behavioral inten- tion. The reasoning for this was outlined above. In addition., ease of use has a sig- nificant total effect on behavioral intention through both perceived usefulness and attitude {t = 5.3: p < 0.01). In short. TAM employing two factors, ease of use and usefulness, can explain over 50% ofthe variance in behavioral intention.

The two TPB models both show moderate increases in the ability to explain inten- tion, relative to TAM. Thus, both subjective norm and perceived behavioral control do contribute to the explanation of behavioral intention. The direct effects, as indi- cated in Figures 4 and 5 are significant in both models. In addition, superior and peer influences, self-efficacy and resource constraints, all have significant indirect influ- ences on BI. Thus, while it is reasonable to conclude that all three models provide similar predictions of IT usage behavior, it appears that the TPB models, in this case, provide a more complete understanding of intention than does TAM.

5.3. Comparison to Prior Sttidies It is important to contrast these results with those of Davis et al. (1989) and Ma-

thieson {1991). In these studies, the TRA and TPB models did not perform as well as TAM in predicting behavioral intention (/?' for TAM was 0.5 to 0.7 while /?' for TRA and TPB was between 0.3 and 0.6). In both cases, TAM outperformed TPB in predicting behavioral intention. Our results show somewhat smaller differences in explanatory power, but in the opposite direction to those previously reported, with TPB providing a moderately better explanation of BI.

In making any comparisons, the differences in measurement approaches between the studies should be taken into account. However, all of these studies measure the same constructs and each has taken care to establish the validity and reliability of those measurements. This permits us to focus on the substantive similarities and differences between the studies. There are several possible substantive explanations for these results which should be considered. These explanations relate to differences in the contexts which were studied; however, since these models were designed to understand and predict behaviors in general, comparisons across studies are war- ranted and necessary to develop cumulative knowledge in this area.

First, neither Davis et al. (1989) nor Mathieson (1991) found a significant influence of subjective norm on behavioral intention. We. however, do find such an influence, which provides some contribution to the explanation of B/. This result may be due to differences in the nature ofthe target behavior between the studies. We examined ac- tual use of a computing resource facility that the students use voluntarily over a period of time. Students are likely to be influenced in deciding whether to use the facility by both what their professors may think, due to possible impact on their grades, and by what their peers think due to the competitive nature ofthe environment. In addition, they are influenced by the need to work in teams with other students. Thus, we believe that the perception of real consequences associated with the behavior causes subjective norm to have a significant influence on BI. Indeed, Davis (1993) and Davis et al. (1992) both suggest that subjective norm may be influential in more realistic organiza- tional settings. Furthermore, since subjective norm has been found to be more impor- tant in early stages of system development (Hartwick and Barki 1994), our results, with respect to subjective norm, may be due to the fact that our sample included a large number of respondents with no prior use ofthe CRC. In fact, when the relationship between subjective norm and behavioral intention is compared for those with and

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Taylor * Todd

without prior experience in the CRC, we found that while subjective norm was a sig- nificant determinant for both groups, it was a more important predictor of intention for those without prior experience (Taylor and Todd 1995).

The naturalistic setting, where actual behavior was monitored, may also have made the subjective norm and perceived behavioral control components of the model more salient to the respondents and thus these constructs may have had a greater influence on the formation of behavioral intention. For example, in this study students were using the CRC to work on actual projects in a variety of courses in a relatively com- petitive environment. Mathieson (1991. p. 188), by contrast, examined a task where differences in grades and other long term consequences are explicitly ruled out as consequences of the behavior.

Third, our decomposition approach and the inclusion of a variety of theoretically based belief constructs may have strengthened the ability of the model to explain intention. The partitioning of normative influences into peer and superior influences, and the inclusion of eflicacy and resource factors for PBC likely result in some differ- ences in explanatory power relative to those reported by Davis et al. (1989) and Ma- ihieson (1991) where beliefs in TRA and TPB were treated as monolithic constructs.

Operational differences between the studies may also account for the differences. Constructs which were common to each model were measured in the same fashion for this study, whereas Davis et al. (1989) and Mathieson (1991) used different scales for the attitudinal beliefs included in TRA and TPB. They did not explicitly incor- porate the ease of use and usefulness items found in TAM in their operationalizations of the TRA and TPB belief sets. Both of these approaches have merit. The develop- ment of measures specific to the models, as was done by Davis and Mathieson. helps to ensure fair OE>erationalizations of the theories. At the same time, it may omit or underrepresent important beliefs such as ease of use and usefulness which are known to influence intention and behavior. Furthermore, when different measures are used, it becomes unclear whether the observed differences are due to substantive concerns or measurement concerns. Our approach narrows the focus to substantive concerns. Differences between the models are not attributable to how we measure common constructs but rather to how the theories represent the relationships between those constructs.

Since TAM has received considerable support in the literature, and receives sup- port in this study as well, in spite of an alternative operationalization of ease of use and usefulness, we would view this alternative approach as a strength of the study. In our view, it complements the approach followed by Davis et al. (1989) and Mathie- son (1991). Further, it is consistent with the suggestion by Davis (1993) that al- ternative operationalizations of the TAM constructs need to be examined to deter- mine the robustness of the model.

5.4. Comparison and Selection of Models In a setting where all three models exhibit a reasonable fit to the data and explain

similar amounts of the target behavior, i.e.. usage, other criteria must be examined to determine which model is "best". Indeed, the definition of a "best" model in this case may depend on the purpose to which the model is put. Typically, fit statistics and explanatory power being equivalent, the "best" model is the one which is the most parsimonious (Bagozzi 1992). An extensive discussion of parsimony in the history of science and its relationship to structural equation modelling is provided by Mulaik

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et al. (1989). By their reasoning, a model that provides good prediction while using the fewest predictors is preferable. Other researchers however, have argued that par- simony, in and of itself, is not desirable but rather is desirable only to the extent that it facilitates understanding (Browne and Cudeck 1993. McDonald and Marsh 1990). Based on this reasoning, we would assert that, assuming reasonable fit and explana- tory power, models should be evaluated in terms of both parsimony and their con- tribution to understanding. For predictive, practical applications ofthe model, parsi- mony may be more heavily weighted. In trying to obtain the most complete under- standing of a phenomena, a degree of parsimony may be sacrificed. In our case, while all three models are relatively parsimonious, the 5-variable TAM is, in our opinion, more parsimonious than the 13-variable decomposed TPB. In fact, the decomposed TPB with 11 determinants of BI and B can be considered an order of magnitude more complex than TAM which has only three determinants of behavioral intention and behavior.

First, by comparing the two TPB models, we can examine the trade-off between parsimony and understanding associated with decomposition. The decomposed TPB is a more complex model than the pure TPB by virtue ofthe additional constructs it includes. However, by decomposing the belief structures, the explanatory power of the model increases somewhat for behavioral intention. More importantly, because of its unidimensional belief constructs, the decomposed TPB model provides better diagnostic value than the original TPB model. It suggests specific beliefs that can be targeted by designers or managers interested in influencing system usage. It also pro- vides greater insight into the factors that influence IT usage. Thus, in comparing the two versions ofthe TPB, we believe that there is value added as a result of the decomposition, in terms of increased explanatory power and a better, more precise, understanding of the antecedents of behavior. Thus, in our view, the decomposed TPB is preferable to the pure form ofthe model.

In comparing the decomposed TPB model to TAM, a number of factors need to be considered in making the model selection. Both TAM and the decomposed TPB include specific constructs which provide a detailed understanding of behavioral in- tention and IT usage behavior. Thus, like the decomposed TPB. TAM is directive. In addition, it is parsimonious. Thus, to make a choice between the two models, it is important to consider the relative trade-off of the moderate increases in explanatory power for behavioral intention and understanding of relevant phenomena against the increased complexity ofthe decomposed TPB. In making this choice it is important to consider how the model is to be applied.

On the one hand, while the decomposed TPB mode! has a good fit, and moderately better predictive power, particularly with respect to BI, it is not clear that this offsets the increased complexity ofthe model relative to TAM. It takes the inclusion of seven more constructs in the decomposed TPB model to increase the predictive power of behavior 2% over TAM. However, the decomposed TPB model helps to better un- derstand subjective norm and perceived behavioral control and their role as determi- nants of behavioral intention. As a result, it provides a better understanding of be- havioral intention. In short, if the central goal is to predict IT usage, it can be argued that TAM is preferable. However, the decomposed TPB model provides a more com- plete understanding ofthe determinants of intention.

In this regard, the limits ofthe parsimony argument should be recognized. If we are guided solely by a rule of parsimony then it becomes possible to argue that a

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model linking behavioral intention to behavior is most appropriate. Such a model would explain a large part ofthe variance in behavior relative to either TAM or TPB and would do so with only a single variable. Clearly such a model is undesirable because it tells us little about the factors that influence IT usage. By contrast, both TAM and decomposed TPB provide some very useful and direct indicators of behav- ioral intention and usage behavior and we would argue that the decomposed TPB provides the richest understanding of these factors. While TAM focuses on system design characteristics and is of particular use as a guide to design efforts, the TPB model includes these design factors, but also draws attention to normative and con- trol factors that an organization can work with to facilitate implementation.

Normative beliefs, self-efficacy, and facilitating conditions, the additional compo- nents ofthe decomposed TPB. provide managers with leverage points from which to manage the successful deployment of IT. Normative beliefs speak to the importance of. and avenues for, communication and user participation. Furthermore they pro- vide an important rationale for the impact of top management support. Self-efficacy places a focus on training as an important mechanism to influence system accep- tance. Finally, the impact of facilitating conditions should alert management to pos- sible barriers to use, including those that may be established institutionally through mechanisms such as chargeback schemes or by basic decisions with respect to IT architecture. Overall, the decomposed TPB model should resonate well with those who study systems implementation and recognize that technical and design features are a necessary, but not sufficient, condition for successful implementation. Thus, the decomposed TPB may be particularly relevant to providing guidance during im- plementation efforts. Moreover it may provide a linkage between the study of indi- vidual IT usage and the impact of organizational IT deployment decisions on the value of IT to the firm.

In summary, each model has clear strengths. If the sole goal is the prediction of usage, then TAM might be preferable. However, the decomposed TPB provides a fuller understandi ng of usage behavior and intention and may provide more effective guidance to IT managers and researchers interested in the study ofsystem implemen- tation.

6. Limitations and Further Research This study represents a careful and systematic effort to examine three models of

IT usage. It incorporates a number of features, including a large sample size, actual measures of behavior collected over time and a realistic setting which lend significant strength to the study. However, it is not without its limitations. First, it is important to recognize that the three models were examined in a student setting where subjec- tive norms and perceived behavioral control may operate differently than in work- place settings. On the one hand, because the measurement of performance and effort expended by the students are perceived to be related, the actual strength of linkages to behavior may be stronger in this setting than in the workplace. In workplace set- tings, a variety of more ambiguous factors may influence behavior and the linkages between behavior and rewards are not as apparent. At the same time, use of the computing resource center was largely voluntary, in that most students had other options available to them. In workplace settings, usage is more likely to be mandated and thus our results may not hold for such settings. Under conditions of mandatory

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Understanding Information Technology Usage

usage, different results may be obtained. Thus, caution must be exercised in any at- tempt to generalize these findings directly to organizational settings.

A second general concern with studies of this type is the issue of self-generated validity (Feldman and Lynch 1988). According to this argument, when survey re- spondents are asked about issues to which they have given very little prior thought, they are likely to construct responses based on the measurements taken of these is- sues. Thus, respondents are apt to use answers to earlier survey questions as the bases for responses to later questions, resulting in inffated causal linkages. This may be most problematic for respondents who have no prior experience with the target be- havior. While this may have potential implications for the results in this study, we feel that these effects are mitigated for two reasons. First, over half of our sample had previously used the CRC. Second, we monitored actual behavior over time rather than just behavioral intention or self reported usage.

Perhaps one of the most interesting results from this study was that by adding subjective norm and perceived behavioral control constructs to the relatively simple TAM model, the ability ofthe model to predict IT usage behavior did not increase substantially. This leads us to question: what does account for the approximately 65% of variance in behavior which is unexplained? While TAM accounted for 34% ofthe variance in behavior, adding predictors such as PBC. efficacy and facilitating condi- tions in the decomposed TPB model did not increase the variance accounted for in behavior in a substantial way. Similarly, while subjective norm was significant in the model, it did not add any significant amount of explanatory power over and above TAM when only IT usage is considered. This suggests a need for a broader explora- tion of factors beyond those suggested by the traditional intention and innovations models. For example, Hartwick and Barki (1994) show that participation and in- volvement in the design process are related to attitude, intention and usage. Prior usage may also be an important determinant (Thompson etal. 1991,Triandis 1979).

Alternatively, it may be that additional general factors do not exist which can be used to systematically explain usage behavior. In other words, it may be that 30% to 40% explained variance is the best that can be done in these settings and that addi- tional factors are highly situation specific. Such an outcome would be consistent with the meta-analytic findings with respect to TRA, indicating an average explanation of about 30% ofthe variance in behavior {Sheppard et al. 1988). However, even if only 30% ofthe variance can be accounted for by these models, this still serves to reduce, by a significant amount, the risk of system failure. Nevertheless, further exploration of alternative factors that might influence usage and intention are warranted.

One avenue for exploration is to expand on these findings by more fully examining the relationships among the determinants of attitude, subjective norm and perceived behavioral control. These determinants are not independent of one another, as is suggested in TAM where ease of use impacts directly upon perceived usefulness (Davis 1989. Davis etal. 1989). It might alsobereasonable to expect that ease of use and self-efficacy would be related. Table 2 indicates some of these interrelationships for this data set. In this case there are high covariances between perceived usefulness and compatibility, between peer and superior influences and between self-efficacy and technical facilitating conditions. Further investigation into these interrelation- ships may help to better understand IT usage behavior.

Finally, it should be recognized that there are alternative approaches to the study of IT usage at the workgroup, firm and economic level which should be considered in

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assessing information technology usage. The manner in which firms chose to deploy IT resources should have a significant impact on individual IT usage. Thus, in order to truly explain usage and the value of IT more broadly, researchers need to examine the issue at these different levels of analysis and moreover attempt to integrate and reconcile these diverse works. A useful approach would be to examine the impact of firm level factors, which influence IT deployment strategies, on individual beliefs about IT and subsequent usage of systems and to relate all of these factors to worker productivity. This would provide direct evidence on how institutional mechanisms might influence IT adoption and usage and help to integrate this research with the literature which examines IT value.

To conclude, the results of this study demonstrate that while the Technology Ac- ceptance Model is useful in predicting IT usage behavior, the decomposed TPB pro- vides a more complete understanding of behavior and behavioral intention by ac- counting for the effects of normative and control beliefs. This should help to better manage the system implementation process by focusing attention on social influences and control factors in the organization that influence IT usage.*

Acknowledgements. We are grateful to Pam Heaney. Meredith Laurence and Yvonne Lee for their assistance with data collection and coding. Henri Barki. Izak Benbasat, Wynne Chin, and Jim McKeen provided helpful comments on earlier drafts of this paper. We also thank the associate editor and reviewers for their helpful comments on the paper. This research was supported by grants from the Social Sci- ences and Humanities Researeh Council of Canada (Grant #410-91-1646) and the Research Program, Queen's School of Business.

* Chris A. Higgins. Associate Editor. This paper was received on January 31, 1994, atid has been with the authors I J months for 2 revisions.

Appendix: Questionnaire Items. Attitudinal Structure

Perceived Usefulness A| TheCRCwill beofnobenefit tome. ?i Aservicethat is ofno benefit tome is: (bad/good).

bz Using the CRC will improve my grades. e^ Aservicethatwillimprovemygradesis:(bad/good).

hj, The advantages ofthe CRC vi\\\ outweigh the disadvantages. t'j A service with more advantages than disadvantages is; (bad/good).

64 Overall, using the CRC will be advantageous. c^ A service that is advantageous is: (bad/good).

Compatibility /', Using the CRC will fit well with the way I work. c, Aservicethat fitswellwiththewaylworkis:(bad/good).

b,, Using the CRC will lit into my workstyle. ffi Aservicethat fitsintomyworkstyleis:(bad/good).

h^ The setup ofthe CRC will be compatible with the way I work. '^ e^ A service that is compatible with the way ! work is: (bad/good).

Ease of Use bg Instructions for using equipment in the CRC will be hard to follow. fg Instructions that are hard to follow are: {bad/good).

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/>, It will be difficult to team how to use the CRC. fq A service that is difficult to learn is: (bad/good).

bio It will be easy to operate the equipment in the CRC. e,o Aservicewithequipment that is easy to operate is: (bad/good).

Normative Structure Peer Influences nbf My friends would think that I should use the CRC. mci Generally speaking, 1 want to do what my friends think I should do.

nhj My classmates wduld think that I should use the CRC. mc2 Generally speaking, I want to do what my classmates think I should do.

Superior Influences nbi My professors would think that I should use the CRC. mci Generally speaking. 1 want to do what my professors think I should do.

nhi I will have to use the CRC because my professors require it. mCi Generally speaking, I want to do what my professors think I should do.

Cvntroi Structure Efficacy cb, I would feel comfortable using the CRC on my own. pf Forme, feeling comfortable using a service on my own is: (unimportant/important).

cbi If I wanted to, 1 could easily operate any of the equipment In the CRC on my own. p fi For me. being able to easily operate equipment on my own is: (unimportant / important).

cbi I would be able to use the equipment in the CRC even if there was no one around to show me how to use it. pfj For me. being able to use equipment even if there is no one around to show me how to use it is: (unimportant/important).

Facilitating Conditions— Technology cb4 The equipment (printers, computers, etc) in the CRC are not compatible with the other computers I use. pli For me, a service having equipment that is compatible with the other equipment 1 use is: (unimportant/important).

cbs The software in the CRC is not compatible with the soflware I use. p/s For me. a service having software that is compatible with the software I use is: (unimportant/ important).

cbt, i will have trouble reading my disks in the CRC. pf(, For me, whether or not I have trouble reading my disks is: (unimportant/important).

Facilitating Conditions—Resources cby There will not be enough computers for everyone to use in the CRC. pfi For me. having enough computers for everyone to use is: (unimportant/important).

cb» Printing in the CRC will be too expensive. p /g For me. being able to print for a low price is: (unimportant/important).

ch^ I won't be able to use a computer in the CRC when I need it. pf^ For me. being able to use a computer when 1 need it is: (unimportant/important).

Attitude A, Using the CRC is a (bad I good) idea. Ai Using the CRC is a {foolish I wise) idea. Ai \ (dislike I tike) the idea of using the CRC. At Using the CRC would be: {unpleasant I pleasant).

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Stibjective Norm ' . •''* 5A'| People who influence my behavior would think that I should use the CRC. SN2 People who are important lo me would think that I should use the CRC.

Perceived Behavioral Control PBCi I would be able to use the CRC. PBC; Using the CRC is entirely within my control. PBC3 I have the resources andxhe knowledge anf/the ability to make use ofthe CRC.

Behaviorat Intention BI^ I intend to use the CRC this term. BI2 1 intend to use the CRC to print projects, papers or assignments this term. Bli 1 intend to use the CRC frequently this term.

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176 Information Systems Research 6 : 2

3. Information systems success-The Quest for the Dependent Variable.pdf

Information Systems Success: The Quest for the Dependent Variable .

William H. DeLone Department of Management The American University Washington, D.C. 20016

Ephraim R. McLean Computer Information Systems Georgia State University Atlanta, Georgia 30302-4015

A large number of studies have been conducted during the last decade and a half attempting to identify those factors that contribute to information sys- tems success. However, the dependent variable in these studies—I/S success —has been an elusive one to define. Different researchers have addressed different aspects of success, making comparisons difficult and the prospect of building a cumulative tradition for I/S research similarly elusive. To organize this diverse research, as well as to present a more integrated view of the concept of I/S success, a comprehensive taxonomy is introduced. This taxon- omy posits six major dimensions or categories of I/S success—SYSTEM OUALITY, INFORMATION QUALITY, USE, USER SATISFACTION, INDIVIDUAL IMPACT, and ORGANIZATIONAL IMPACT. Using these dimensions, both conceptual and empirical studies are then reviewed (a total of 180 articles are cited) and organized according to the dimensions of the taxonomy. Finally, the many aspects of I/S success are drawn together into a descriptive model and its implications for future I/S research are discussed. Information s)'!)(em« •iucce^s—Inrormition systems •ssessmenl—Measurement

Introduction

At the first meeting of the International Conference on Information System (ICIS)in 1980, Peter Keen identified five issues which he felt needed to be resolved in order for the field of management information systems to establish itself as a coherent research area. These issues were:

(1) What are the reference disciplines for MIS? (2) What is the dependent variable? (3) How does MIS establish a cumulative tradition? (4) What is the relationship of MIS research to computer technology and to MIS

practice? (5) Where should MIS Tesearchers publish their findings?

I047.7047/92/0301/0O6O/SOI.25

Copyright © 1992. The Inslilulc of Management Stienees

60 Information Systems Research 3 : I

Information Systems Success

Of the five, the second item, the dependent variable in MIS research, is a particu- larly important issue. If information systems research is to make a contribution to the world of practice, a well-defined outcome measure (or measures) is essential. It does littie good to measure various independent or input variables, such as the extent of user participation or the level of I/S investment, if the dependent or output variable —I/S success or MIS effectiveness—cannot be measured with a similar degree of accuracy.

The importance of defining the I/S dependent variable cannot be overemphasized. The evaluation of I/S practice, policies, and procedures requires an I/S success mea- sure against which various strategies can be tested. Without a well-defined dependent variable, much of I/S research is purely speculative.

In recognition of this importance, this paper explores the research that has been done involving MIS success since Keen first issued his challenge to the field and attempts to synthesize this research into a more coherent body of knowledge. It covers the formative period 1981 -87 and reviews all those empirical studies that have attempted to measure some aspects of "MIS success" and which have appeared in one of the seven leading publications in the I/S field. In addition, a number of other articles are included, some dating back to 1949. that make a theoretical or conceptual contribution even though they may not contain any empirical data. Taken together, these 180 references provide a representative review of the work that has been done and provide the basis for formulating a more comprehensive model of I/S success than has been attempted in the past.

A Taxonomy of Information Systems Success Unfortunately, in searching for an I/S success measure, rather than finding none,

there are nearly as many measures as there are studies. The reason for this is under- standable when one considers that "information." as the output of an information system or the message in a communication system, can be measured at different levels, including the technical level, the semantic level, and the effectiveness level. In their pioneering work on communications. Shannon and Weaver (1949) defined the technical level as the accuracy and efficiency of the system which produces the infor- mation, the semantic level as the success of the information in conveying the in- tended meaning, and the effectiveness level as the effect of the information on the receiver.

Building on this. Mason (1978) relabeled "effectiveness" as "influence" and de- fined the influence level of information to be a "hierarchy of events which take place at the receiving end of an information system which may be used to identify the various approaches that might be used to measure output at the influence level" (Mason 1978. p. 227). This scries of influence events includes the receipt of the information, an evaluation of the information, and the application of the informa- tion, leading to a change in recipient behavior and a change in system performance.

The concept of levels of output from communication theory demonstrates the serial nature of information (i.e., a form of communication). The information system creates information which is communicated to the recipient who is then influenced (or not!) by the information. In this sense, information flows through a series of stages from its production through its use or consumption to its influence on individual and/or organizational performance. Mason's adaptation of communication theory

March 1992

DeLone •

Shannon

Weaver (1949)

Mason (1978)

Categories ofVS

Success

McLean

Technical

Level

Production

System Quality

Semantic

Level

Product

Information Quality

Receipt

Use

Effectiveness or hifluence

Level

Influence on

Recipent

User Individual Satisfaction Impact

Influence on

System

Organizational Impact

FIGURE 1. Categories of [/S Success.

to the measurement of information systems suggests therefore that there may need to be separate success measures for each of the levels of information.

In Figure 1, the three levels of information of Shannon and Weaver are shown, together with Mason's expansion of the effectiveness or influence level, to yield six distinct categories or aspects of information systems. They are SYSTEM QUALITY, INFORMATION QUALITY, USE. USER SATISFACTION, INDIVIDUAL IM- PACT, and ORGANIZATIONAL IMPACT.

Looking at the first of these categories, some I/S researchers have chosen to focus on the desired characteristics of the information system itself which produces the information (SYSTEM QUALITY). Others have chosen to study the information product for desired characteristics such as accuracy, meaningful ness, and timeliness (INFORMATION QUALITY). In the influence level, some researchers have ana- lyzed the interaction of the information product with its recipients, the users and/or decision makers, by measuring USE or USER SATISFACTION. Still other re- searchers have been interested in the influence which the information product has on management decisions (INDIVIDUAL IMPACT). Finally, some I/S researchers, and to a larger extent I/S practitioners, have been concerned with the eifect of the information product on organizational performance (ORGANIZATIONAL IMPACT).

Once this expanded view of I/S success is recognized, it is not surprising to find that there are so many different measures of this success in the literature, depending upon which aspect of I/S the researcher has focused his or her attention. Some of these measures have been merely identified, but never used empirically. Others have been used, but have employed different measurement instruments, making comparisons among studies difficult.

Two previous articles have made extensive reviews of the research literature and have reported on the measurement of MIS success that had been used in empirical studies up until that time. In a review of studies of user involvement, Ives and Olson (1984) adopted two classes of MIS outcome variables: system quality and system acceptance. The system acceptance category was defined to include system usage, system impact on user behavior, and information satisfaction. Haifa decade earlier, in a review of studies of individual differences. Zmud (1979) considered three catego- ries of MIS success: user performance, MIS usage, and user satisfaction.

Eoth of these literature reviews made a valuable contribution to an understanding of MIS success, but both were more concerned with investigating independent

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Information Systems Success

variables (i.e., user involvement in the case of Ives and Olson and individual differ- ences in the case of Zmud) than with the dependent variable (i.e.. MIS success). In contrast, this paper has the measurement of the dependent variable as its primary focus. Also, over five years have passed since the Ives and Olson study was published and over ten years since Zmud's article appeared. Much work has been done since these two studies, justifying an update of their findings.

To review this recent work and to put the earlier research into perspective, the six categories of I/S success identified in Figure I—SYSTEM QUALITY. INFORMA- TION QUALITY. INFORMATION USE, USER SATISFACTION, INDIVIDUAL IMPACT. AND ORGANIZATIONAL IMPACT—are used in the balance of this paper to organize the I/S research that has been done on I/S success.

In each of the six sections which follow, both conceptual and empirical studies are cited. While the conceptual citations are intended to be comprehensive, the empirical studies are intended to be representative, not exhaustive. Seven publications, from the period January 1981 to January 1988. were selected as reflecting the mainstream of I/S research during this formative period. Additional studies, from other publica- tions, as well as studies from the last couple of years, could have been included; but after reviewing a number of them, it became apparent that they merely reinforced rather than modified the basic taxonomy of this paper.

In choosing the seven publications to be surveyed. fy\Q (Management Science, MIS Quarterly, Communications of the ACM, Decision Sciences, and Information & Man- agement) were drawn from the top six journals cited by Hamilton and Ives (1983) in their study of the journals most respected by MIS researchers. (Their sixth journal. Transactions on Database Systems, was omitted from this study because of its special- ized character.) To these five were added the Journal of MIS. a relatively new but important journal, and the ICIS Proceedings, which is not a journal per se but repre- sents the published output of the central academic conference in the I/S field. A total of 100 empirical studies are included from these seven sources.

As with any attempt to organize past research, a certain degree of arbitrariness occurs. Some studies do not fit neatly into any one category and others fit into several. In the former case, every effort was made to make as close a match as possible in order to retain a fairly parsimonious framework. In the latter case, where several measures were used which span more than one category (e.g.. measures of informa- tion quality and extent of use and user satisfaction), these studies are discussed in each of these categories. One consequence of this multiple listing is that there appear to be more studies involving I/S success than there actually are.

To decide which empirical studies should be included, and which measures fit in which categories, one of the authors of this paper and a doctoral student (at another university) reviewed each of the studies and made their judgments independently. The interrater agreement was over 90%. Conflicts over selection and measure assign- ment were resolved by the second author.

In each of the following sections, a table is included which summarizes the empiri- cal studies which address the particular success variable in question. In reporting the success measures, the specific description or label for each dependent variable, as used by the author(s) of the study, is reported. In some cases the wording of these labels may make it appear that the study would be more appropriately listed in another table. However, as was pointed out earlier, all of these classification decisions

March 1992 63

DeLone • McLean

are somewhat arbitrary, as is true of almost al! attempts to organize an extensive body of research on a retrospective basis.

System Quality: Measures of the Information Processing System Itself In evaluating the contribution of information systems to the organization, some

I/S researchers have studied the processing system itself. Kriebel and Raviv (1980, 1982) created and tested a productivity model for computer systems, including such performance measures as resource utilization and investment utilization. Alloway (1980) developed 26 criteria for measuring the success of a data processing operation. The efficiency of hardware utilization was among Alloway's system success criteria.

Other authors have developed multiple measures of system quality. Swanson (1974) used several system quality items to measure MIS appreciation among user managers. His items included the reliability of the computer system, on-line response time, the ease of terminal use. and so forth. Emery (1971) also suggested measuring system characteristics, such as the content of the data base, aggregation of details, human factors, response time, and system accuracy. Hamilton and Chervany (1981) proposed data currency, response time, turnaround time, data accuracy, reliability, completeness, system flexibility, and ease of use among others as part of a "formative evaluation" scheme to measure system quality.

In Table I are shown the empirical studies which had explicit measures of system quality. Twelve studies were found within the referenced journals, with a number of distinct measures identified. Not surprisingly, most of these measures are fairly straightforward, reflecting the more engineering-oriented performance characteris- tics of the systems in question.

Information Quality: Measures of Information System Output Rather than measure the quality of the system performance, other 1/S researchers

have preferred to focus on the quality of the information system output, namely, the quality of the information that the system produces, primarily in the form of reports. Larcker and Lessig (1980) developed six questionnaire items to measure the per- ceived importance and usableness of information presented in reports. Bailey and Pearson (1983) proposed 39 system-related items for measuring user satisfaction. Among their ten most important items, in descending order of importance, were information accuracy, output timeliness, reliability, completeness, relevance, preci- sion, and currency.

In an early study, Ahituv (1980) incorporated five information characteristics into a multi-attribute utility measure of information value: accuracy, timeliness, rele- vance, aggregation, and formatting. Gallagher (1974) develoiJed a semantic differen- tial instrument to measure the value of a group of I/S reports. That instrument included measures of relevance, informativeness, usefulness, and importance. Munro and Davis (1977) used Gallagher's instrument to measure a decision maker's perceived value of information received from information systems which were cre- ated using different methods for determining information requirements. Additional information characteristics developed by Swanson (1974) to measure MIS apprecia- tion among user managers included uniqueness, conciseness, clarity, and readability measures. Zmud (1978) included report format as an information quality measure in his empirical work. Olson and Lucas (1982) proposed report appearance and accu- racy as measures of information quality in office automation information systems. Lastly, King and Epstein (1983) proposed multiple information attributes to yield a

64 Information Systems Research 3 : 1

Information Systems Success

Authors

Bailey and Pearson (1983)

BartiandHuff(l985)

Belardo. Kanvan. and Wallace (1982)

Con kiln. Gotterer. and Rick man (1982)

Franz and Robey (1986)

Goslar(1986)

Hiltz and Turoff (1981)

Kxiebel and Raviv (1982)

Lehman (1986)

Mahmood(1987)

Morey(1982)

Srinivasan(1985)

TABLE 1 Empirical Measures of System Quality

Description of Study

Overall I/S; 8 organizations, 32 managers

DSS: 9 organizations. 42 decision makers

Emergency management DSS; 10 emergency dispatchers

Transaction processing; one organization

Specific I/S; 34 organizations. 118 user managers

Marketing DSS; 43 marketers

Electronic information exchange system; 102 users

Academic information system; one university

Overall I/S; 200 I/S directors

Specific I/S; 61 I/S managers

Manpower management system; one branch of the military

Computer-based modeling systems; 29 firms

Type

Field

Field

Lab

U b

Field

Lab

Field

Case

Field

Field

Case

Field

Description of Measure(s)

(1) Convenience of access (2) Flexibility of system (3) Integration of systems (4) Response time

Realization of user expectations

(1) Reliability (2) Response time (3) Ease of use (4) Ease of learning

Response time

Perceived usefulnessofl/S (12 items)

LJsefulness of DSS features

Usefulness of specific functions

(1) Resource utilization (2) Investment utilization

I/S sophistication (use of new technology)

Flexibility of system

Stored record error rate

(1) Response time (2) System reliability (3) System accessibility

composite measure of information value. The proposed information attributes in- cluded sufficiency, understandability, freedom from bias, reliability, decision rele- vance, comparability, and quantitativeness.

More recently, numerous information quality criteria have been included within the broad area of "User Information Satisfaction" (Iivari 1987; Iivari and Koskela 1987). The Iivari-Koskela satisfaction measure included three information quality constructs: "informativeness" which consists of relevance, comprehensiveness, re- centness. accuracy, and credibility; "accessibility" which consists of convenience, timeliness, and interpretability; and "adaptability."

In Table 2. nine studies which included information quality measures are shown. Understandably, most measures of information quality are from the perspective of the user of this information and are thus faidy subjective in character. Also, these

March 1992 65

DeLone • McLean

measures, while shown here as separate entities, are often included as part of the measurers of user satisfaction. The Bailey and Pearson (1983) study is a good exam- ple of this cross linkage.

Information Use: Recipient Consumption of the Output of an Information System

The use of information system reports, or of management science/operations re- search models, is one of the most frequently reported measures of the success of an information system or an MS/OR model. Several researchers (Lucas 1973; Schultz andSlevin 1975; Ein-Dor and Segev 1978; Ives, Hamilton, and Davis 1980; Hamil- ton and Chervany 1981) have proposed I/S use as an MIS success measure in concep- tual MIS articles. Ein-Dor and Segev claimed that different measures of computer success are mutually interdependent and so they chose system use as the primary criterion variable for their I/S research framework. "Use of system" was also an integral part of Lucas's descriptive model of information systems in the context of organizations. Schultz and Slevin incorporated an item on the probability of MS/OR model use into their five-item instrument for measuring model success.

In addition to these conceptual studies, the use of an information system has often been the MIS success measure of choice in MIS empirical research (Zmud 1979). The broad concept of use can be considered or measured from several p>erspectives. It is clear that actual use, as a measure of I/S success, only makes sense for voluntary or discretionary users as opposed to captive users (Lucas 1978; Weike and Konsynski 1980). Recognizing this, Maish (1979) chose voluntary use of computer terminals and voluntary requests for additional reports as his measures of I/S success. Similarly, Kim and Lee (1986) measured voluntariness of use as part of their measure of success.

Some studies have computed actual use (as opposed to reported use) by managers through hardware monitors which have recorded the number of computer inquiries (Swanson 1974; Lucas 1973, 1978; King and Rodriguez 1978. 1981), or recorded the amount of user connect time (Lucas 1978; Ginzberg 1981a). Other objective mea- sures of use were the number of computer functions utilized (Ginzberg 1981 a), the number of client records processed (Robey 1979), or the actual charges for computer use (Gremillion 1984). Still other studies adopted a subjective or perceived mea- sure of use by questioning managers about their use of an information system (Lucas 1973, 1975. 1978; Maish 1979; Fuerst and Cheney 1982; Raymond 1985; DeLone 1988).

Another issue concerning use of an information system is "Use by whom?" (Huys- mans 1970). In surveys of MIS success in small manufacturing firms, DeLone (1988) considered chief executive use of information systems while Raymond (1985) consid- ered use by company controllers. In an earlier study. Culnan (1983a) considered both direct use and chaufFeured use (i.e.. use through others).

There are also different levels of use or adoption. Ginzberg (1978) discussed the following levels of use, based on the earlier work by Huysmans; (1) use that results in management action, (2) use that creates change, and (3) recurring use of the system. Earlier, Vanlommel and DeBrabander (1975) proposed four levels of use: use for getting instructions, use for recording data, use for control, and use for planning. Schewe (1976) introduced two forms of use: general use of "routinely generated computer reports" and specific use of "personally initiated requests for additional

66 Information Systems Research 3 :

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TABLE 2 Empirical Measures of Information Quality

Authors Description of Study Type Description of Measure(s)

Bailey and Pearson (1983)

BlaylockandRees(l984)

Jones and McLeod (1986)

King and Epstein (1983)

Mahniood(1987)

Mahmood and Medewitz (1985)

Mitlerand Doyle (1987)

RivardandHuff(l985)

Srinivasan (1985)

Overall I/S; 8 organizations. 32 managers

Financial; one university. 16 MBA students

Several information sources; 5 senior executives

Overall I/S; 2 firms. 76 managers

Specific I/S; 61 I/S managers

DSS; 48 graduate students

Overall 1/S; 21 financial firms. 276 user managers

User-developed I/S; 10 firms, 272 users

Computer-based modeling systems; 29 firms

Field Output (1) Accuracy (2) Precision (3) Currency (4) Timeliness (5) Reliability (6) Completeness (7) Conciseness (8) Format (9) Relevance

Lab Perceived usefulness of specific report items

Field Perceived importance of each information item

Field Information (1) Currency (2) Sufficiency (3) Understandability (4) Freedom from bias (5) Timeliness (6) Reliability (7) Relevance to decisions (8) Comparability (9) Quantitativeness

Field (I) Report accuracy (2) Report timeliness

Lab Report usefulness

Field (1) Completeness of information (2) Accuracy ofinformation (3) Relevance of reports (4) Timeliness of report

Field Usefulness ofinformation

Field (1) Report accuracy (2) Report relevance (3) Underslandability (4) Report timeliness

information not ordinarily provided in routine reports." By this definition, specific use reflects a higher level of system utilization. Fuerst and Cheney (1982) adopted Schewe's classification of general use and specific use in their study of decision sup- port in the oil industry.

Bean et al. (1975); King and Rodriguez {1978, 1981), and DeBrabander and Thiers (1984) attempted to measure the nature of system use by comparing this use to the

March 1992 67

DeLone • McLean

decision-making purpose for which the system was designed. Similarly, livari {1985) suggested appropriate use or acceptable use as a measure of MIS success. In a study by Robey and Zeller (1978), I/S success was equated to the adoption and extensive use of an information system.

After reviewing a number of empirical studies involving use, Trice and Treacy (1986) recommend three classes of utilization measures based on theories from refer- ence disciplines: degree of MIS institutionalization, a binary measure of use vs. non- use, and unobtrusive utilization measures such as connect time and frequency of computer acce^. The degree of institutionalization is to be determined by user de- pendence on the MIS, user feelings of system ownership, and the degree to which MIS is routinized into standard operating procedures.

Table 3 shows the 27 empirical studies which were found to employ system use as at least one of their measures of success. Of all the measures identified, the system use variable is probably the most objective and the easiest to quantify, at least concep)- tually. Assuming that the organization being studied is {1) regularly monitoring such usage patterns, and (2) willing to share these data with researchers, then usage is a fairly accessible measure of I/S success. However, as pointed out earlier, usage, either actual or perceived, is only pertinent when such use is voluntary.

User Satisfaction: Recipient Response to the Use ofthe Output of an Information System

When the use of an information system is required, the preceding measures be- come less useful; and successful interaction by management with the information system can be measured in terms of user satisfaction. Several I/S researchers have suggested user satisfaction as a success measure for their empirical I/S research (Ein- Dor and Segev 1978; Hamilton and Chervany 1981). These researchers have found user satisfaction as especially appropriate when a specific information system was involved. Once again a key issue is whose satisfaction should be measured. In at- tempting to determine the success ofthe overall MIS effort, McKinsey & Company (1968) measured chief executives' satisfaction.

In two empirical studies on implementation success, Ginzberg (1981a, b) chose user satisfaction as his dependent variable. In one of those studies (1981 a), he adopted both use and user satisfaction measures. In a study by Lucas (1978), sales representatives rated their satisfaction with a new computer system. Later, in a differ- ent study, executives were asked in a laboratory setting to rate their enjoyment and satisfaction with an information system which aided decisions relating to an inven- tory ordering problem (Lucas 1981).

In the Powers and Dickson study on MIS project success (1973), managers were asked how well their information needs were being satisfied. Then, in a study by King and Epstein (1983), I/S value was imputed based on managers" satisfaction ratings. User satisfaction is also recommended as an appropriate success measure in experi- mental I/S research (Jarvenpaa, Dickson, and DeSanctis 1985) and for researching the effectiveness of group decision support systems (DeSanctis and Gallupe 1987).

Other researchers have developed multi-attribute satisfaction measures rather than relying on a single overall satisfaction rating. Swanson (1974) used 16 items to mea- sure I/S appreciation, items which related to the characteristics of reports and ofthe underlying information system itself. Pearson developed a 39-item instrument for measuring user satisfaction. The full instrument is presented in Bailey and Pearson

68 lnfortnation Systems Research 3 : 1

Information Systems Success

(1983), with an earlier version reviewed and evaluated by KHebel (1979) and by Ives, Olson, and Baroudi (1983). Raymond (1985) used a subset of 13 items from Pear- son's questionnaire to measure manager satisfaction with MIS in small manufactur- ing firms. More recently, Sanders (1984) developed a questionnaire and used it (Sanders and Courtney 1985) to measure decision support systems (DSS) success. Sanders' overall success measure involves a number of measures of user and decision- making satisfaction.

Finally, studies have found that user satisfaction is associated with user attitudes toward computer systems (Igerhseim 1976; Lucas 1978) so that user-satisfaction measures may be biased by user computer attitudes. Therefore, studies which include user satisfaction as a success measure should ideally also include measures of user attitudes so that the potentially biasing effects of those attitudes can be controlled for in the analysis. Goodhue (1986) further suggests "information satisfactoriness" as an antecedent to and surrogate for user satisfaction. Information satisfactoriness is de- fined as the degree of match between task characteristics and I/S functionality.

As the numerous entries in Table 4 make clear, user satisfaction or user informa- tion satisfaction is probably the most widely used single measure of I/S success. The reasons for this are at least threefold. First, "satisfaction" has a high degree of face validity. It is hard to deny the success ofa system which its users say that they like. Second, the development ofthe Bailey and Pearson instrument and its derivatives has provided a reliable tool for measuring satisfaction and for making comparisons among studies. The third reason for the appeal of satisfaction as a success measure is that most of the other measures are so poor; they are either conceptually weak or empirically difficult to obtain.

Individual Impact: The Effect ofinformation on the Behavior ofthe Recipient Of all the measures of I/S success, "impact" is probably the most difficult to define

in a nonambiguous fashion. It is closely related to performance, and so "improving my—or my department's—performance" is certainly evidence that the information system has had a positive impact. However, "impact" could also be an indication that an information system has given the user a better understanding ofthe decision context, has improved his or her decision-making productivity, has produced a change in user activity, or has changed the decision maker's perception ofthe impor- tance or usefulness ofthe information system. As discussed earlier. Mason (1978) proposed a hierarchy of impact (influence) levels from the receipt ofthe information, through the understanding ofthe information, the application ofthe information to a specific problem, and the change in decision behavior, to a resultant change in organi- zational performance. As Emery (1971, p. I) states: "Information has no intrinsic value; any value comes only through the influence it may have on physical events. Such influence is typically exerted through human decision makers."

In an extension ofthe traditional statistical theory ofinformation value. Mock (1971) argued for the importance ofthe "learning value ofinformation." In a labora- tory study ofthe impact ofthe mode ofinformation presentation, Lucas and Nielsen (1980) used learning, or rate of performance improvement, as a dependent variable. In another laboratory setting, Lucas (1981) tested participant understanding ofthe inventory problem and used the test scores as a measure of I/S success. Watson and Driver (1983) studied the impact of graphical presentation on information recall. Meador, Guyote, and Keen (1984) measured the impact of a DSS design

March 1992

DeLone • McLean

TABLE 3 Empirical Measures ofinformation System Use

Authors Description of Study Type Description of Measure(s)

Alavi and Henderson (1981)

Baroudi, Olson, and Ives

(1986)

BartiandHuff(1985)

Bell (1984)

Work force and production Lab scheduling DSS; one university. 45 graduates

Overall I/S; 200 finns, 200 production managers

DSS; 9 organizations, 42 Field decision makers

Financial; 30 financial Lab

Use or nonuse of computer-based decision aids

Field Use of 1/S to support production

Percentage of time DSS is used in decision making situations

Use of numerical vs. nonnumerical information

Benbasat. Dexter, and Masulis(1981)

Bergeron (1986b)

Chandrasekaran and Kirs (1986)

Culnan (1983a)

Culnan (1983b)

DeBrabander and Thiers (1984)

DeSanctis (1982)

Ein-Dor. Segev, and Steinfeld(l98l)

Green and Hughes(1986)

Fuerst and Cheney (1982)

Glnzberg(198la)

Hogue(1987)

Gremillion (1984)

Pricing: one university. 50 students and faculty

Overall I/S; 54 organizations. 471 user managers

Reporting systems; MBA students

Overall I/S; one organization, 184 professionals

Overall I/S; 2 organizations, 362 professionals

Specialized DSS: one university, 91 two-person teams

DSS; 88 senior level students

PERT: one R & D organization, 24 managers

DSS; 63 city managers

DSS; 8 oil companies, 64 users

On-line portfolio management system; U.S. bank, 29 portfolio managers

DSS; 18 organizations

Overall I/S; 66 units of tbe National Forest system

Lab

Field

Field

Field

Field

U b

Lab

Field

Lab

Field

Field

Field

Field

Frequency of requests for specific reports

Use of chargeback information

Acceptance of report

(I) Direct use ofl/S vs. chaufieured use

(2) Number of requests for information

Frequency of use

Use vs. nonuse of data sets

Motivation to use

(I) Frequency of past use (2) Frequency of intended use

Number of DSS features used

(I) Frequency of general use (2) Frequency of specific use

(1) Number of minutes (2) Number of sessions (3) Number of functions used

Frequency of voluntary use

Expenditures/charges for computing use

70 Information Systems Research 3 : 1

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Authors

Kim and Lee (1986)

King and Rodriguez (1981)

Mahmood and Medewitz (1985)

Nelson and Cbeney (1987)

Perry (1983)

Raymond (1985)

Snitkin and King (1986)

Srinivasan (1985)

Swanson (1987)

Zmud. Boynton. and Jacobs(1987)

TABLE 3 {cont d)

Description of Study

Overall [/S; 32 organizations, 132 users

Strategic system; one university. 45 managers

DSS; 48 graduate students

Overall I/S; 100 top/middle managers

Office 1/S; 53 firms

Overall 1/S; 464 small manufacturing Brms

Personal DSS; 31 users

Computer-based modeling systems; 29 firms

Overall I/S; 4 organizations, 182 users

Overall I/S; Sample A: 132 firms

Sample B: one firm

Type

Field

Lab

Lab

Field

Field

Field

Field

Field

Field

Field

Description of Measure(s)

(1) Frequency of use (2) Voluntariness of use

(1) Number of queries (2) Nature of queries

Extent of use

Extent of use

Use at anticipated level

(1) Frequency of use (2) Regularity of use

Hours per week

(1) Frequency of use (2) Time per computer session (3) Number of reports generated

Average frequency with which user discussed report information

Use in support of (a) Cost reduction (b) Management (c) Strategy planning (d) Competitive thrust

methodology using questionnaire items relating to resulting decision effectiveness. For example, one questionnaire item referred specifically to the subject's perception of the improvement in his or her decisions.

In the information system framework proposed by Chervany, Dickson, and Kozar (1972), which served as the model for the Minnesota Experiments (Dickson. Cher- vany. and Senn 1977). the dependent success variable was generally defined to be decision effectiveness. Within the context of laboratory experiments, decision effec- tiveness can take on numerous dimensions. Some of these dimensions which have been reported in laboratory studies include the average time to make a decision (Benbasat and Dexter 1979, 1985; Benbasat and Schroeder 1977; Chervany and Dickson 1974; Taylor 1975), the confidence in the decision made (Chervany and Dickson 1974; Taylor 1975), and the number of reports requested (Benbasat and Dexter 1979; Benbasat and Schroeder 1977). DeSanctis and Gallupe (1987) sug- gested member participation in decision making as a measure of decision effective- ness in group decision making.

In a study which sought to measure the success of user-developed applications, Rivard and Huff (1984) included increased user productivity in their measure of success. DeBrabander and Thiers (1984) used efficiency of task accomplishment (time required to find a correct answer) as the dependent variable in their laboratory

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DeLone • McLean

TABLE 4 Empirical Measures of User Satisfaction

Author(s) Description of Study Type Description of Measure(s)

Alavi and Henderson (1981)

Baitey and Pearson (1983)

Baroudi, Olson, and Ives(1986)

Barti and Huff(l985)

Work force and production scheduling DSS; one university; 45 graduate students

Overall I/S; 8 organizations. 32 managers

Overall I/S; 200 firms. 200 production managers

DSS; 9 organizations, 42 decision makers

Lab Overall satisfaction witb DSS

Field User satisfaction (39-item instrument)

Field User information satisfaction

Field User information satisfaction (modified Bailey & Pearson instrument)

Bruwer(1984)

Cats-Baril and Huber (1987)

DeSanctis (1986)

Doll and Ahmed (1985)

Edmundson and JefFery (1984)

Ginzberg (1981a)

Ginzberg(l981b)

Hogue(1987)

Ives. Olson, and Baroudi(1983)

Jenkins, Naumann, and Wetherbe (1984)

King and Epstein (1983)

Langle, Leitheiser, and Naumann (1984)

Lehman, Van Wetering. and Vogel (1986)

Lucas(1981)

Overall I/S; one organization, 114 managers

DSS; one university, 101 students

Human resources 1/S; 171 human resource system professionals

Specificl/S; 55 firms, 154 managers

Accounting software package; 12 organizations

On-line portfolio management system; U.S. bank. 29 portfolio managers

Overall I/S; 35 I/S users

DSS; 18 organizations

Overall I/S; 200 firms, 200 production managers

A specific I/S; 23 corporations, 72 systems development managers

Overall I/S; 2 firms. 76 managers

Overall 1/S; 78 oi^nizations, I/S development managers

Business graphics; 200 organizations, DP managers

Inventory ordering system; one university, 100 executives

Field

Lab

Field

Field

Field

Field

Field

Field

Field

Field

Field

Field

Field

U b

User satisfaction

Satisfaction with a DSS (multi-item scale)

(1) Top management satisfaction (2) Personal management satisfaction

User satisfaction (11 -item scale)

User satisfaction (1 question)

Overall satisfaction

Overall satisfaction

User satisfaction (1 question)

User satisfaction (Bailey & Pearson instrument)

User satisfaction (25-item instrument)

User satisfaction (1 item: scale 0 to 100)

User satisfaction (1 question)

(1) Software satisfaction (2) Hardware satisfaction

(1) Enjoyment (2) Satisfaction

72 Information Systems Research 3 : 1

Information Systems Success

TABLE 4

Author(s) Description of Study Type Description of Measure(s)

Mahmood (1987)

Mahmood and Becker (1985-1986)

Mahmood and Medewitz (1985)

McKeen(l983)

Nelson and Cheney (1987)

Olson and Ives (1981)

Olson and Ives (1982)

Raymond (1985)

Raymond (1987)

Rivard and Huff (1984)

Rushinek and Rushinek (1985)

Rushinek and Rushinek (1986)

Sanders and Courtney (1985)

Sanders, Courtney, and Uy(I984)

Taylor and Wang(1987)

Specificl/S; 61 I/S managers Field Overall satisfaction

Overall I/S; 59 firms. 118 Field User satisfaction managers

DSS; 48 graduate students Lab User satisfaction (multi-Item scale)

Application systems; 5 organizations

Overall I/S; 100 top/middle managers

Field Satisfaction with the development project (Powers and Dickson instrument)

Field User satisfaction (Bailey & Pearson instrument)

Overall I/S; 23 manufacturing Field Information dissatisfaction difference firms. 83 users between information needed and

amount ofinformation received

Overall I/S; 23 manufacturing Field Information satisfaction, difference firms, 83 users between information needed and

information received

Overall I/S; 464 small manufacturing firms

Overall I/S; 464 small-firm finance managers

User-developed applications; 10 large companies

Accounting and billing system; 4448 users

Overall I/S; 4448 users

Financial DSS; 124 organizations

Field Controller satisfaction (modified Bailey & Pearson instrument)

Field User satisfaction (modified Bailey & Pearson instrument)

Field User complaints regarding Information Center services

Field Overall user satisfaction

Field Overall user satisfaction

Field (1) Overall satisfaction (2) Decision-making satisfaction

Interactive Financial Planning Field (I) Decision-making satisfaction System (IFPS); 124 (2) Overall satisfaction oi^nizations, 373 users

DBMS with multiple dialogue Lab User satisfaction with interface modes; one university, 93 students

experiment. Finally, Sanders and Courtney (1985) adopted the speed of decision analysis resulting from DSS as one item in their DSS success measurement in- strument.

Mason (1978) has suggested that one method of measuring I/S impact is to deter- mine whether the output ofthe system causes the receiver (i.e., the decision maker) to change his or her behavior. Ein-Dor, Segev, and Steinfeld (1981) asked decision makers: "Did use of PERT [a specific information system] ever lead to a change in a

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DeLone • McLean

decision or to a new decision?" Judd, Paddock, and Wetherbe (1981) measured whether a budget exception reporting system resulted in managers' taking investiga- tive action.

Another approach to the measurement ofthe impact of an information system is to ask user managers to estimate the value of the information system. Cerullo (1980) asked managers to rank the value of their computer-based MIS on a scale of one to ten. Ronen and Falk (1973) asked participants to rank the value ofinformation received in an experimental decision context. Using success items developed by Schultz and Slevin (1975), King and Rodriguez (1978. 1981) asked users of their "Strategic Issue Competitive Information System" to rate the worth of that 1/S.

Other researchers have gone a step further by asking respondents to place a dollar value on the information received. Gallagher (1974) asked managers about the maxi- mum amount they would be willing to pay for a particular report. Lucas (1978) reported using willingness to pay for an information system as one of his success measures. Keen (1981) incorporated willingness to pay development costs for im- proved DSS capability in his proposed "Value Analysis" for justification ofa DSS. In an experiment involving MBA students, Hilton and Swieringa (1982) measured what participants were willing to pay for specific information which they felt would lead to higher decision payoffs. Earlier. Garrity (1963) used MIS expenditures as a percent- age of annual capital expenditures to estimate the value ofthe MIS effort.

Table 5, with 39 entries, contains the largest number of empirical studies. This in itself is a healthy sign, for it represents an attempt to move beyond the earlier inward- looking measures to those which offer the potential to gauge the contribution of information systems to the success ofthe enterprise. Also worth noting is the predomi- nance of laboratory studies. Whereas most ofthe entries in the preceding tables have been field experiments, 24 ofthe 39 studies reported here have used controlled labora- tory experiments as a setting for measuring the impact ofinformation on individuals. The increased experimental rigor which laboratory studies offer, and the extent to which they have been utilized at least in this success category, is an encouraging sign for the maturing of the field.

Organizational Impact: The Effect of Information on Organizational Performance

In a survey by Dickson, Leitheiser. Wetherbe, and Nechis (1984). 54 information systems professionals ranked the measurement ofinformation system effectiveness as the fifth most important I/S issue for the 1980s. In a recent update of that study by Brancheau and Wetherbe (1987). I/S professionals ranked measurement ofinforma- tion system effectiveness as the ninth most important I/S issue. Measures of individ- ual performance and, to a greater extent, organization performance are of consider- able importance to I/S practitioners. On the other hand. MIS academic researchers have tended to avoid performance measures (except in laboratory studies) because of the difficulty of isolating the effect ofthe I/S effort from other effects which influence organizational performance.

As discussed in the previous section, the effect of an information system on individ- ual decision performance has been studied primarily in laboratory experiments using students and computer simulations. Many of these experiments were conducted at the University of Minnesota (Dickson, Chervany. and Senn 1977). Among these "Minnesota Experiments" were some that studied the effects of different information

74 Information Systems Research 3 : 1

Information Systems Success

formats and presentation modes on decision performance as measured in terms of lower production, inventory, or purchasing costs. King and Rodriguez (1978. 1981) measured decision performance by evaluating participant tests responses to various hypothesized strategic problems.

In another laboratory study. Lucas and Nielsen (1980) measured participant perfor- mance (and thus, indirectly, organizational performance) in terms of profits in a logistics management game. In a later experiment, Lucas (1981) investigated the efiect of computer graphics on decisions involving inventory ordering. Finally, Remus (1984) used the costs of various scheduling decisions to evaluate the effects of graphical versus tabular displays.

Field studies and case studies which have dealt with the influence ofinformation systems have chosen various organizational performance measures for their depen- dent variable. In their study, Chervany, Dickson, and Kozar (1972) chose cost reduc- tions as their dependent variable. Emery (1971. p. 6) has observed that: "Benefits from an information system can come from a variety of sources. An important one is the reduction in operating costs of activities external to the information processing system."

Several researchers have suggested that the success of the MIS department is re- flected in the extent to which the computer is applied to critical or major problem areas ofthe firm (Garrity 1963; Couger and Wergin 1974; Ein-Dor and Segev 1978; Rockart 1979; Senn and Gibson 1981). In Garrity's early article (1963), company I/S operations were ranked partly on the basis ofthe range and scope of its computer applications. In a later McKinsey study (1968), the authors used the range of "mean- ingful, functional computer applications" to distinguish between more or less success- ful MIS departments. In a similar vein, Vanlommel and DeBrabander (1975) used a weighted summation ofthe number of computer applications as a measure of MIS success in small firms. Finally, Cerullo (1980) ranked MIS success on the basis ofa firms's ability to computerize high complexity applications.

In a survey of several large companies, Rivard and Huff (1984) interviewed data processing executives and asked them to assess the cost reductions and company profits realized from specific user-developed application programs. Lucas (1973) and Hamilton and Chervany (1981) suggested that company revenues can also be im- proved by computer-based information systems. In a study ofa clothing manufac- turer, Lucas (1975) used total dollar bookings as his measure of organizational perfor- mance. Chismar and Kriebel (1985) proposed measuring the relative efficiency ofthe information systems effort by applying Data Envelopment Analysis to measure the relationship of corporate outcomes such as total sales and return on investment to I/S inputs.

More comprehensive studies ofthe effect of computers on an organization include both revenue and cost issues, within a cost/benefit analysis (Emery 1971). McFadden (1977) developed and demonstrated a detailed computer cost/benefit analysis using a mail order business as an example. In a paper entitled "What is the Value of Invest- ment in Information Systems?," Matlin (1979) presented a detailed reporting system for the measurement ofthe value and costs associated with an information system. Cost/benefit analyses are often found lacking due to the difficulty of quantifying "intangible benefits." Building on Keen's Value Analysis approach (1981). Money, Tromp. and Wegner (1988) proposed a methodology for identifying and quantifying

March 1992 75

DeLone • McLean

Authors)

Aldag and Power (1986)

Belardo, Kanvan, and Wallace (1982)

Benbasat and Dexter (1985)

Benbasat and Dexter (1986)

Benbasat. Dexter, and Masulis (1981)

Bergeron (1986a)

Cats-Baril and Huber (1987)

Crawford (1982)

DeBrabanderand Thiers(l984)

DeSanctis and Jarvenpaa (1985)

Dickson, DeSanctis, and McBride (1986)

Drury(1982)

Ein-Dor, Segev, and Steinfeld (1981)

TABLE 5 Empiricat Measures of Individual Impact

Description of Study

DSS; 88 business students

Emergency management DSS; 10 emergency dispatchers

Financiai; 65 business students

Financial; 65 business students

Pricing; one university, 50 students and factuly

DP chargeback system; 54 organizations, 263 user managers

DSS; one university, 101 students

Electronic mail; computer vendor organization

Specialized DSS; one university, 91 two- person teams

Tables vs. graphs; 75 MBA students

Graphics system; 840 undei^raduate students

Chargeback system; 173 organizations, senior DP managers

PERT; one R & D organization. 24 managers

Type

Lab

U b

Lab

U b

Lab

Field

Lab

Case

Lab

U b

U b

Field

Field

Description of Measure(s)

(1) User confidence (2) Quality of decision

analysis

(1) Efficient decisions (2) Time to arrive at a

decision

Time taken to complete a task

Time taken to complete a task

Time to make pricing decisions

Extent to which users analyze charges and investigate budget variances

(1) Quality of career plans (2) Number of objectives and

• alternatives generated

Improved personal productivity, hrs/wk/ manager

(1) Time efficiency of task accomplishment

(2) User adherence to plan

Decision quality, forecast accuracy

(1) Interpretation accuracy (2) Decision quality

(1) Computer awareness (2) Cost awareness

Change in decision behavior

76 Information Systems Research 3 : 1

Information Systems Success

TABLE 5 (aw/y)

Author(s) Description of Study Type Description of Measure(s)

Fuerst and Cheney(1982)

Goslar, Green, and Hughes (1986)

Goul, Shane, and Tonge(1986)

Green and Hughes (1986)

DSS; 8 oil companies, 64 users

DSS: 19 organizations, 43 sales and marketing personnel

Knowledge-based DSS; one university, 52 students

DSS; 63 city managers

Field Value in assisting decision making

Lab (I) Number of altematives considered

(2) Time to decision (3) Confidence in decision (4) Ability to identify

solutions

L ^ Ability to identify strategic opoortunities or problems

Lab (I) Time to decision (2) Number of alternatives

considered (3) Amount of data

considered

Grudmtski(I98l)

Gueutal. Surprenant, and Bubeck (1984)

Hilton and Swieringa (1982)

Hughes (1987)

Judd. Paddock, and Wetherbe (1981)

Kaspar(l985)

King and Rodriguez (1981)

Lee, MacLachlan. and Wallace (1986)

Lucas(1981)

Planning and control system: 65 business students

Computer-aided design system; 69 students

General !/S; one university, 56 MBA students

DSS generator; 63 managers

Budget exception reporting system; 116 MBA students

DSS; 40 graduate students

Strategic system; one university. 45 managers

Performance I/S; 45 naarketing students

Inventory ordering system; one university, 100 executives

Lab

Lab

Lab

Field

Lab

Ub

Ub

Ub

Ub

Precision of decision maker's forecast

(I) Task performance (2) Confidence in

performance

Dollar value ofinformation

(1) Time to reach decision (2) Number of alternatives

considered

Management takes investigative action

Ability to forecast firm performance

(1) Worth of information system

(2) Quality of policy decisions

(I) Accuracy of information interpretation

(2) Time to solve problem

User understanding of inventory problem

March 1992 77

DeLone • Mcl^an

Author(s)

Lucas and Palley (1987)

Luzi and Mackenzie (1982)

Meador, Guyote, and Keen (1984)

Millman and Hanwick (1987)

Rivard and Huff (1984)

Rivard and Huff (1985)

Sanders and Courtney (1985)

Snitkin and King (1986)

Srinivasan (1985)

Vogel. Lehman, and Dickson (1986)

Watson and Driver (1983)

Zmud (1983)

Zmud. Blocher. and Moffie (1983)

TABLE

Description of Study

Overall 1/S; 3 manufacturing firms, 87 plant managers

Performance information system; one university, 200 business students

DSS; 18 firms, 73 users

Office I/S; 75 middle managers

User-developed applications; 10 large companies

User-developed I/S; 10 firms 272 users

Financial DSS; 124 oi^nizations

Personal DSS; 31 users

Computer-based modeling systems; 29 firms

Graphical Presentation System; 174 undergraduate students

Graphical presentation of information; 29 undergraduate business students

External information channels; 49 software development managers

Invoicing system; 51 internal auditors

5 (cont'd)

Type

Field

U b

Field

Field

Field

Field

Field

Field

Field

U b

U b

Field

U b

Description of Measure(s)

(1) Power of I/S department (2) Influence of I/S

department

(1) Time to solve problem (2) Accuracy of problem

solution (3) Ffficiency of effort

(1) Effectiveness in supporting decisions

(2) Time savings

Personal effectiveness

User productivity

Productivity improvement

Decision-making efficiency and effectiveness

Effectiveness of personal DSS

(1) Problem identification (2) Generation of alternatives

Change in commitment of time and money

(1) Immediate recall of information

(2) Delayed recall of information

Recognition and use of modern software practices

(1) Decision accuracy (2) Decision confidence

78 Information Systems Research 3 ; 1

Information Systems Success

intangible benefits. The proposed methodology then applied a statistical test to deter- mine whether "significant" value can be attached to a decision support system.

With the corporate "bottom line" in mind, several MIS frameworks have proposed that MIS effectiveness be determined by its contribution to company profits (Cher- vany, Dickson. and Kozar 1972; Lucas 1973; Hamilton and Chervany 1981), but few empirical studies have attempted to measure actual profit contribution. Ferguson and Jones (1969) based their evaluation of success on more profitable job schedules which resulted from decision-maker use ofthe information system. Ein-Dor, Segev, and Steinfeld (1981) attempted to measure contribution to profit by asking users ofa PERT system what savings were realized from use of PERT and what costs were incurred by using PERT.

Another measure of organizational performance which might be appropriate for measuring the contribution of MIS is return on investment. Both Garrity (1963) and the McKinsey study (1968) reported using return on investment calculations to as- sess the success of corporate MIS efforts. Jenster (1987) included nonfinancial mea- sures of organizational impact in a field study of 124 organizations. He included productivity, innovations, and product quality among his measures of I/S success. In a study of 53 firms, Perry (1983) measured the extent to which an office information system contributed to meeting organizational goals.

Strassmann, in his book Information Payoffil9S5), presented a particularly com- prehensive view of the role of information systems with regards to performance, looking at it from the perspective ofthe individual, the organization, the top execu- tive, and society. His measure of performance was a specially constructed "Return on Management" (ROM) metric.

In nonprofit organizations, specifically government agencies, Danziger (i 977) pro- posed using productivity gains as the measure ofinformation systems impact on the organization. He explained that productivity gains occur when the "functional out- put ofthe government is increased at the same or increased quality with the same or reduced resources inputs" (p. 213). In a presentation of several empirical studies conducted by the University of California, Irvine, Danziger included five productiv- ity measures: staff reduction, cost reduction, increased work volume, new informa- tion, and increased effectiveness in serving the public.

The success of information systems in creating competitive advantage has prompted researchers to study I/S impacts not only on firm performance but also on industry structure (Clemons and Kimbrough 1986). Bakos (1987) reviewed the litera- ture on the impacts of information technology on firm and industry-level perfor- mance from the perspective of organization theory and industrial economics. At the firm level, he suggested measures of changes in organizational structure and of im- provements in process efficiency using Data Envelopment Analysis (Chismar and Kriebel 1985) as well as other financial measures. At the industry level, he found impact measures (e.g., economies of scale, scope, and market concentration) harder to identify in any readily quantifiable fashion and suggested that further work is needed.

Johnston and Vitale (1988) have proposed a modified cost/benefit analysis ap- proach to measure the effects of interorganizational systems. Traditional cost/benefit analysis is applied to identify quantifiable benefits such as cost reductions, fee reve- nues, and increased product sales. Once the quantifiable costs and benefits have been identified and compared, Johnston and Vitale suggest that top management use

March 1992 79

DeLone • McLean

judgment to assess the value ofthe benefits which are more difficult to quantify such as reduction of overhead, increases in customer switching costs, barriers to new firm entry, and product differentiation.

Table 6 is the last ofthe six tables summarizing the I/S success measures identified in this paper. Somewhat surprisingly, 20 empirical studies were found, with 13 using field-based measures (as opposed to the laboratory experiments characterizing the individual impacts) to get at the real-world effects of the impact of information systems on organizational performance. However, this is only a beginning; and it is in this area, "assessing the business value of information systems," where much work needs to be done.

Discussion In reviewing the various approaches that I/S researchers have taken in measuring

MIS success, the following observations emerge. 1. As these research studies .show, the I/S researcher has a broad list of individual

dependent variables from which to choose. It is apparent that there is no consensus on the measure of information systems

success. Just as there are many steps in the production and dissemination ofinforma- tion, so too are there many variables which can be used as measures of "I/S success." In Table 7, all ofthe variables identified in each ofthe six success categories discussed in the preceding sections are listed. These include success variables which have been suggested but never used empirically as well as those that have actually been used in experiments.

In reviewing these variables, no single measure is intrinsically better than another; so the choice ofa success variable is often a function ofthe objective ofthe study, the organizational context, the aspect ofthe information system which is addressed by the study, the independent variables under investigation, the research method, and the level of analysis, i.e., individual, organization, or society (Markus and Robey 1988). However, this proliferation of measures has been overdone. Some consolida- tion is needed.

2. Progress toward an MIS cumidative tradition dictates a significant reduction in the number of different dependent variable measures so that research results can be compared.

One of the major purposes of this paper is the attempt to reduce the myriad of variables shown in Table 7 to a more manageable taxomony. However, within each of these major success categories, a number of variables still exist. The existence of so many different success measures makes it difficult to compare the results of similar studies and to build a cumulative body of empirical knowledge. There are, however, examples of researchers who have adopted measurement instruments developed in earlier studies.

Ives, Olson, and Baroudi (1983) have tested the validity and reliability ofthe user-satisfaction questionnaire developed by Bailey and Pearson (1983) and used that instrument in an empirical study of user involvement (Baroudi, Olson and Ives 1986). Raymond (1985. 1987) used a subset ofthe Bailey and Pearson user-satisfac- tion instrument to study MIS success in small manufacturing firms. Similarly, Mah- mood and Becker (1986) and Nelson and Cheney (1987) have used the Bailey and Pearson instrument in empirical studies. In another vein, McKeen (1983) adopted

80 Information Systems Research 3 : 1

Information Systems Success

the Powers and Dickson (1973) satisfaction scale to measure the success of I/S devel- opment strategies.

King and Rodriguez (1978, 1981), Robey (1979), Sanders (1984). and Sanders and Courtney (1985) have adopted parts ofa measurement instrument which Schultz and Slevin (1975) developed to measure user attitudes and perceptions about the value of operations research models. Munro and Davis (1977) and Zmud (1978) utilized Gallaghef s questionnaire items (1974) to measure the perceived value of an informa- tion system. Finally, Blaylock and Rees (1984) used Larcker and Lessig's 40 informa- tion items (1980) to measure perceived information usefulness.

These are encouraging trends. More MIS researchers should seek out success mea- sures that have been developed, validated, and applied in previous empirical re- search.

3. Not enough MIS field study research attempts to measure the influence ofthe MIS effort on organizational performance.

Attempts to measure MIS impact on overall organizational performance are not often undertaken because ofthe difficulty of isolating the contribution ofthe infor- mation systems function from other contributors to organizational performance. Nevertheless, this connection is of great interest to information system practitioners and to top corporate management. MIS organizational performance measurement deserves further development and testing.

Cost/benefit schemes such as those presented by Emery (1971), McFadden (1977), and MatHn (1979) offer promising avenues for further study. The University of Cali- fornia, Irvine, research on the impact ofinformation systems on government activity (Danziger 1987) suggests useful impact measures for public as well as private organi- zations. Lucas (1975) included organizational performance in his descriptive model and then operationalized this variable by including changes in sale revenues as an explicit variable in his field study ofa clothing manufacturer. Garrity (1963) and the McKinsey & Company study (1968) reported on early attempts to identify MIS returns on investment. McLean (1989), however, pointed out the difficulties with these approaches, while at the same time attempting to define a framework for such analyses. Strassmann (1985) has developed his "Return on Management" metric as a way to assess the overall impact ofinformation systems on companies.

These research efforts represent promising beginnings in measuring MIS impact on performance.

4. The six success categories and the many specific I/S measures within each of these categories clearly indicaie that MIS success is a multidimensional construct and that it should he measured as such.

Vanlomme! and DeBrabander (1975) early pointed out that the success ofa com- puter-based information system is not a homogeneous concept and therefore the attempt should not be made to capture it by a simple measure. Ein-Dor and Segev (1978) admitted that their selection of MIS use as their dependent variable may not be ideal. They stated that "A better measure of MIS success would probably be some weighted average for the criteria mentioned above" (i.e.. use, profitability, applica- tion to major problems, performance, resulting quality decision, and user satis- faction).

In reviewing the empirical studies cited in Tables 1 through 6. it is clear that most of them have attempted to measure I/S success in only one or possibly two success

March 1992 81

DeLone • McLean

TABLE 6 Measures of Organizational Impact

Author(s) Description of Study Type Description of Measure(s)

Benbasat and IDexter (1985)

Benbasat and Dexter (1986)

Benbasat. Dexter, and Masulis(198l)

Bender(1986)

CronandSobol(1983)

Edelman(I981)

Ein-Dor. Segev. and Steinfeld (1981)

Griese and Kurpicz (1985)

Jenster (1987)

Kaspar and Cerveny (1985)

Lincoln (1986)

Lucas(I981)

Miller and Doyle (1987)

Miilman and Hartwick (1987)

Perry (1983)

Remus (1984)

Financial; 65 business students

Financial; 65 business students

Pricing; one university. 50 students and faculty

Overall I/S; 132 life insurance companies

Overall I/S; 138 small to medium-sized wbolesalers

Industrial relations; one firm, 14 operating units

PERT; one R & D organization 24 managers

Overall I/S; 69 firms

I/S which monitors critical success factors; 124 organizations

End user systems; 96 MBA students

Specific 1/S applications; 20 organizations. 167 applications

Inventory ordering system: one university, 100 executives

Overall I/S; 21 financial firms, 276 user managers

Office I/S; 75 middle managers

Office 1/S; 53 firms

Production scheduling system; one university, 53 junior business students

Lab Profit performance

Lab Profit performance

Lab Profit

Field Ratio of total general expense to total premium income

Field (I) Pretax return on assets (2) Return on net worth (3) Pretax profits (% of sales) (4) Average 5-year sales growth

Field Overall manager productivity (cost of information per employee)

Field Profitability

Field Number of computer applications

Field (I) Economic performance

(2) Marketing achievements (3) Productivity in production (4) Innovations (5) Product and management quality

Lab (1) Return on assets (2) Market share (3) Stock price

Field (I) Internal rate of return (2) Cost-benefit ratio

L^b Inventory ordering costs

Field Overall cost-effectiveness of I/S

Field Organizational effectiveness

Field I/S contribution to meeting goals

Lab Production scheduling costs

82 Information Systems Research 3 :

Information Systems Success

TABLE 6 (com "rf)

Author(s) Description of Study Type Description of Measure(s)

Rivard andHuff(1984)

Turner (1982)

Vasarhelyi(l981)

Yap and Walsham (1986)

User develo[>ed applications; 10 large companies

Overall I/S; 38 mutual savings banks

Personal information system on stock market; 204 MBA students

Overall I/S; Managing directors. 695 organizations

Field (1) Cost reductions (2) Profit contribution

Field Net income relative to total operating expenses

Lab Return on investment of stock portfolio

Field Profits per net assets

categories. Ofthe 100 studies identified, only 28 attempted measures in multiple categories. These are shown in Table 8. Nineteen used measures in two categories, eight used three, and only one attempted to measure success variables in four ofthe six categories. These attempts to combine measures, or at least to use multiple mea- sures, are a promising beginning. It is unlikely that any single, overarching measure of I/S success will emerge; and so multiple measures will be necessary, at least in the foreseeable future.

However, shopping lists of desirable features or outcomes do not constitute a coher- ent basis for success measurement. The next step must be to incorporate these several individual dimensions of success into an overall model of I/S success.

Some ofthe researchers studying organizational effectiveness measures offer some insights which might enrich our understanding of I/S success (Lewin and Minton 1986). Steers < 1976) describes organizational effectiveness as a contingent, continu- ous process rather than an end-state or static outcome. Miles (1980) describes an ""ecology model" of organizational effectiveness whieh Integrates the goals-attain- ment perspective and the systems perspective of effectiveness. Miles's ecology model recognizes the pattern of "dependency relationships" among elements ofthe organi- zational effectiveness process. In the I/S effectiveness process, the dependency of user satisfaction on the use ofthe product is an example of such a dependency relation- ship. So while there is a temporal dimension to I/S success measurement, so too is there an interdependency dimension.

The process and ecology concepts from the organizational effectiveness literature provide a theoretical base for developing a richer model ofl/S success measurement. Figure 2 presents an I/S success model which recognizes success as a process con- struct which must include both temporal and causal influences in determining I/S success. In Figure 2, the six I/S success categories first presented in Figure I are rearranged to suggest an /«/t^rdependent success construct while maintaining the serial, temporal dimension ofinformation flow and impact.

SYSTEM QUALITY and INFORMATION QUALITY singularly and jointly af- fect both USE and USFR SATISFACTION. Additionally, the amount of USE can affect the degree of USER SATISFACTION—positively or negatively—as well as the reverse being true. USE and USER SATISFACTION are direct antecedents of

March 1992 83

DeLone • McLean

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84 Information Systems Research 3 :

Information Systems Success

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March 1992 85

DeLone • McLean

Empirical Studies

Study

Srinivasan {1985}

Bailey and Pearson (1983)

Barti and Huff (1985)

Benbasat. [)exter, and Masulis (1981)

Ein-Dor, Segev. and Steinfeld (1981)

Lucas(1981)

Mahmood (1987)

Mahmood and Medewitz (1985)

Rivard and Huff (1984)

TABLE 8 with Multiple Success Categories (1981-1987)

System Quality

X

X

X

X

Information Quality

X

X

X

X

User Individual Use Satisfaction Impact

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Organizational Impact

X

X

X

X

Alavi and Henderson (1981)

Baroudi. Olson, and Ives {1986)

Belanlo. Karwan, and Wallace (1982)

Benbasat and Dexter (1986)

Cats-Baril and Huber (1987)

DeBrabander and Thiers (1984)

Fuerst and Cheney (1982)

Ginzberg(198la)

Hogue(1987)

King and Epstein (1983)

King and Rodriguez (1981)

Miller and Doyle (1987)

Millman and Hartwick (1987)

Nelson and Cheney (1987)

Perry (1983)

Raymond (1985)

Rivard and Huff (1985)

Sanders and Courtney (1985)

Snitkin and King (1986)

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

86 Information Systems Research 3 : !

Information Systems Success

Individual Impact

Organizational Impact

FIGURE 2. 1/S Success Model.

INDIVIDUAL IMPACT; and, lastly, this IMPACT on individual performance should eventually have some ORGANIZATIONAL IMPACT.

To be useful, a model must be both complete and parsimonious. It must incorpo- rate and organize all ofthe previous research in the field, while, at the same time be sufficiently simple so that it does not get caught up in the complexity ofthe real-world situation and thus lose its explanatory value. As Tables I through 8 show, the six categories ofthe taxonomy and the structure ofthe model allow a reasonably coher- ent organization of at least a large sample ofthe previous literature, while, at the same time, providing a logic as to how these categories interact. In addition to its explana- tory value, a model should also have some predictive value. In fact, the whole reason for attempting to define the dependent variable in MIS success studies is so that the operative independent variables can be identified and thus used to predict future MIS success.

At present, the results ofthe attempts to answer the question "What causes MIS success?" have been decidedly mixed. Researchers attempting to measure, say, the effects of user participation on the subsequent success of different information sys- tems may use user satisfaction as their primary measure, without recognizing that system and information quality may be highly variable among the systems being studied. In other words, the variability ofthe satisfaction measures may be caused, not by the variability ofthe extent or quality of participation, but by the differing quality ofthe systems themselves, i.e.. users are unhappy with "bad" systems even when they have played a role in their creation. These confounding results are likely to occur unless all the components identified in the I/S success model are measured or at least controlled. Researchers who neglect to take these factors into account do so at their peril.

An I/S success model, consisting of six interdependent constructs, implies that a measurement instrument of "overall success," based on items arbitrarily selected from the six I/S success categories, is likely to be problematic. Researchers should systematically combine individual measures from the 1/S success categories to create

March 1992 87

DeLone • McLean

a comprehensive measurement instrument. The selection of success measures should also consider the contingency variables, such as the independent variables being researched: the organizational strategy, structure, size, and environment ofthe organi- zation being studied; the technology being employed; and the task and individual characteristics ofthe system under investigation {Weill and Olson 1989).

The I/S success model proposed in Figure 2 is an attempt to reflect the interdepen- dent, process nature of I/S success. Rather than six independent success categories, there are six /n/^rdependent dimensions to I/S success. This success model cleady needs further development and validation before it could serve as a basis for the selection of appropriate I/S measures. In the meantime, it suggests that careful atten- tion must be given to the development of I/S success instalments.

Conclusion As an examination ofthe literature on I/S success makes clear, there is not one

success measure but many. However, on more careful examination, these many measures fall into six major categories—SYSTEM QUALITY, INFORMATION QUALITY, USE, USER SATISFACTION. INDIVIDUAL IMPACT, and ORGA- NIZATIONAL IMPACT. Moreover, these categories or components are interrelated and interdependent, forming an I/S success model. By studying the interactions along these components ofthe model, as well as the components themselves, a clearer picture emerges as to what constitutes information systems success.

The taxonomy introduced in this paper and the model which flows from it should be useful in guiding future research efforts for a number of reasons. First, they pro- vide a more comprehensive view of I/S success than previous approaches. Second, they organize a rich but confusing body of research into a more understandable and coherent whole. Third, they help explain the often conflicting results of much recent I/S research by providing alternative explanations for these seemingly inconsistent findings. Fourth, when combined with a literature review, they point out areas where significant work has already been accomplished so that new studies can build upon this work, thus creating the long-awaited "cumulative tradition" in 1/S. And fifth, they point out where much work is still needed, particulariy in assessing the impact of information systems on organizational performance.*

* John King, Associate Editor. This paper was received on April 5, 1989, and has been with the authors 18- months for 2 revisions.

References Ahituv, Niv. "A Systematic Approach Toward Assessing the Value of an Information System," MIS

Quarterly. 4. 4 (December 1980), 61-75, Alavi. Maryam and John C. Henderson, "An Evolutionary Strategy for Implementing a Decision Support

SysXem," Management Science, 27. 11 (November 1981). 1309-1322. Aldag, Ramon J. and Daniel J, Power. "An Empirical Assessment of Computer-Assisted Decision Analy-

sis," Decision Sciences, 17. 4 (Fail 1986). 572-588. Alloway, Robert M.. "Defining Success for Data Processing: A Practical Approach to Strategic Planning

for the DP Department," CISR Working Paper No. 52, Center for Information Systems Research, Massachusetts Institute of Technology. March 1980.

Bailey. James E. and Sammy W, Pearson, "Development ofa Tool for Measuring and Analyzing Com- puter User Satisfaction." Management Science, 29. 5 (May 1983). 530-545.

Bakos. J. Yannis. "Dependent Variables for the Study of Firm and Industry-Level Impacts on Information Technology." Proceedings ofthe Eighth International Conference on Information Svstem.s, December 1987,10-23.

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4. Task-Technology Fit and Individual Performance.pdf

Ta^-Technology Fit

Task-Technology Fit and Individual Performance

Keywords: Task-technology fit, individual per- formance, impact of information technology

ISRL Categories: AA03, DC02. DC06. EI02, EL03, GB02

By: Dale L. Goodhue Information and Decision Sciences University of Minnesota 271 19th Ave. South Minneapolis, MN 55455 U.S.A. [email protected]

Ronald L. Thompson School of Business Administration University of Vermont Burlington, VT 05405 U.S.A. [email protected]

Abstract

A key concem in Information Systems (IS) re- search has been to better understand the link- age between infomiation systems and individual performance. The research reported in this study has two primary objectives: (1) to propose a comprehensive theoretical model that incor- porates valuable insights from two comple men- tary streams of research, and (2) to empirically test the core of the model. At the heart of the new model is the assertion that for an informa- tion technology to have a positive impact on in- dividual performance, the technology: (1) must be utilized and (2) must be a good fit with the tasks it supports. This new model is moderately supported by an analysis of data from over 600 individuals in two companies. This research high- lights the importance of the fit between technol- ogies and users' tasks in achieving individual performance impacts from information tech- nology. It also suggests that task-technology fit, when decomposed into its more detailed com- ponents, could be the basis for a strong diag- nostic tool to evaluate whether infonnation sys- tems and services in a given organization are meeting userneeds.

Introduction The linkage between information technology and individual performance has been an on- going concern in IS research. This article pre- sents and tests a new. comprehensive model of this linkage by drawing on insights from two complementary streams of research (user atti- tudes as predictors of utilization and task-tech- nology fit as a predictor of performance). The essence of this new model, called the Technoi- ogy-to-Performance Chain (TPC), is the asser- tion that for an information technology to have a positive impact on individual performance, the technoiogy must be utilized, and the technology must be a good fit with the tasks it supports.

This new model is consistent with one proposed by DeLone and McLean (1992) in that both utili- zation and user attitudes about the technology lead to individual performance impacts. It goes beyond the DeLone and McLean mode) in two important ways. First, it highlights the impor- tance of task-technology fit (TTF) in explaining how technology leads to performance impacts. Task-technology fit is a critical constnjct that was missing or only implicit in many previous models. Second, it is more explicit concerning the links between the constructs, providing a stronger theoretical basis for thinking about a number of issues relating to the impact of IT on performance. These include: making choices for surrogate measures of MIS success,^ under- standing the impact of user involvement on per- formance, and developing better diagnostics for IS problems.

' "MIS Success" is variously described as improved productivity (Bailey and Pearson, 1983), changes in organizational effectiveness, utility in decision making (Ives, e ta i , 1983), higher relative value ornet utiiity of a means ot inquiry (Swanson, 1974: 1982), etc. Ttius, MIS success ultimately coresponds to what DeLone and McLean (1992) label individual impact or organizational impact. For our purposes, the paper focuses on individual performance impacts as the dependent variable of interest.

MIS Quarterly/June 1995 213

Task-Tecbnology Fit

This paper describes the techno!ogy-to-perform- ance chain modei. and its major relationships are tested empiricaily using data from over 600 individuais using 25 different information tech- nologies and working in 26 different depart- ments in two companies.

Models Linking Technology and Performance Described beiow are the two research streams mentioned eariier and the limitations of relying completely on either one alone.

Utilization focus research

The first {and most common) ofthe two comple- mentary research streams on which the TPC is based is the "utilization focus" stream. This stream employs user attitudes and beliefs to predict the utilization of information systems (e.g..Cheney, et al.. 1986; Davis, 1989; Davis, et al., 1989; Doll and Torkzadeh, 1991; Lucas. 1975; 1981; Robey, 1979; Swanson, 1987; Thompson, et ai.. 1991). The top model in Figure 1 shows a rough model of the way in which technology is said to affect performance in this research.

Most of the utilization research is based on theories of attitudes and behavior {Bagozzi, 1982; Fishbein and Ajzen. 1975; Triandis, 1980). Aspects of the technology {for example, high quality systems {Lucas. 1975) or charge- back policies {Olson and Ives. 1982)) lead to user attitudes {beliefs, affect) about systems {for example, usefulness {Davis. 1989) or user infor- mation satisfaction {Baroudi, et a l . 1986)). User attitudes, along with social norms {Hartwick and Barki, 1994; Moore and Benbasat, 1992) and other situational factors, lead to intentions to util- ize systems and ultimately to increased utiliza- tion. Stated or unstated, the implication is that increased utilization will lead to positive perform- ance impacts.

Task-technology fit focus research

A smaller number of researchers have focused on situations where utilization can often be as-

sumed anct have argued that performance im- pacts will result from task-technology fit—that is. when a technology provides features and sup- port that "fit" the requirements of a task. This view is shown by the middle model In Figure 1. in which fit determines performance {and some- times utilization) but without the richer model of utilization from above as a critical predictor of performance.

The "fit" focus has been most evident in re- search on the impact of graphs versus tables on individual decision-making performance. Two studies report that over a series of laboratory experiments, the impact of data representation on performance seemed to depend on fit with the task (Benbasat, et al., 1986; Dickson, et al.. 1986). Another study proposes that mismatches between data representations (a technology characteristic) and tasks would slow decision- making performance by requiring additional translations between data representations or de- cision processes {Vessey, 1991). Still others found strong support for this linkage between "cognitive fit" and performance in laboratory ex- periments {Jarvenpaa. 1989; Vessey, 1991).

The case has been made for a more general "fit" theory of tasks, systems, individual charac- teristics, and performance (Goodhue, 1988) This study proposes that information systems (systems, policies, IS staff, etc.) have a positive impact on performance only when there is cor- respondence between their functionality and the task requirements of users.

There have also been links suggested between fit and utilization (shown to the dotted arrow in the middle model of Figure 1). At the organiza- tional level "fit" and utilization or adoption have been linked {Cooper and Zmud, 1990; Tor- natzky and Klein, 1982). At the individual level. a "system/work fit" construct has been found to be a strong predictor of managerial electronic workstation use {Floyd, 1986; 1988).

Limitations ofthe utilization focus model

While each of these perspectives gives insight into the impact of information technology on per- formance, each alone has some important limi- tations. First, utilization is not always voluntary

214 /W/S Quarterly/June 1995

Task-Technology Fit

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For many system users, utilization is more a function of how jobs are designed than the qual- ity or usefulness of systems, or the attitudes of users toward using them. To the extent that utili- zation is not voluntary, performance impacts will depend increasingly upon task-technology fit rather than utilization.

Second, there is little explicit recognition that more utilization of a system wiil not necessarily lead to higher performance. Utilization of a poor system (i.e., one with low TTF) will not improve performance, and poor systems may be utilized extensively due to social factors, habit, igno- rance, availability, etc., even when utilization is voluntary. For example, a study involving IRS auditors found tiiat even though they have posi- tive attitudes toward Personal Computers (PCs) and use them extensively, utilization has little positive impact on performance, and possibly negative impacts (Pentland, 1989). The sug- gested reason for this was because PCs and their software were a poor fit to the task portfolio ofthe auditors (Pentland, 1989).

Limitations of fit focus models

Models focusing on fit alone do not give suffi- cient attention to the fact that systems must be utilized before they can deliver performance im- pacts. Since utilization is a complex outcome, based on many other factors besides fit (such as habit, social norms, and other situational fac- tors), the fit model can benefit from the addition of this richer understanding of utilization and its impact on performance. The bottom model from Figure 1 shows the two perspectives combined, witii performance determined jointly by utiliza- tion and TTF.

A New Model: The Technology-to-Performance Chain Figure 2 shows a more detailed picture of the combination of theories focusing on utilization and task-system fit. This technology-to-perform- ance chain (TPC) is a model of the way in which technologies lead to performance impacts at the

individual level. By capturing the insights of both lines of research and recognizing that tech- nologies must be utilized and fit the task they support to have a performance impact, this model gives a more accurate picture ofthe way in which technologies, user tasks, and utilization relate to changes in performance. The major fea- tures of the full model in Figure 2 are described below before the focus is narrowed to a reduced model that is more easily tested empirically,

Technologies are viewed as tools used by indi- viduals in carrying out their tasks. In the context of information systems research, technology re- fers to computer systems (hardware, software, and data) and user support services (training, help lines, etc.) provided to assist users in their tasks. The model is intended to be general enough to focus on either the impacts of a spe- cific system or the more general impacts of the entire set of systems, policies, and services pro- vided by an IS department.

Tasks are broadly defined as the actions carried out by individuals in turning inputs into outputs.'^ Task characteristics of interest include those that might move a user to rely more heavily on certain aspects of the information technology For example, the need to answer many varied and unpredictable questions about company op- erations would move a user to depend more heavily upon an information system's capacity to process queries against a database of opera- tional information.

Individuals may use technologies to assist them in the performance of their tasks. Charac- teristics of the individual (training, computer ex- perience, motivation) could affect how easily and well he or she will utilize the technology.

Task-technology fit (TTF) is the degree to which a technoiogy assists an individual in per- forming his or her portfolio of tasks. More spe-

An earlier version ot this model was fifSt presented by Goodhue (1992).

There is potentiai for some confusion in tenninoiogy here Organizationai researchers sometimes derine technoiogy quite broadly as actions used to transform inputs into outputs (eg , Perrow. 1967. Fry and Slocum, 1984) That is, technologies are the tasks of indrviduais producing outputs This paper differentiates lechnologies from tasks.

216 MiS Quarterly/June 1995

Task-Technology Fit

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cifically, TTF is the correspondence between task requirements, individual abilities, and the functionality of the technology.'*

The antecedents of TTF are the interactions between task, technology, and individual. Cer- tain kinds of tasks (for example, interdependent tasks requiring information from many organiza- tional units) require certain kinds of technologi- cal functionality (for example, integrated data- bases with all corporate data accessible to all). As the gap between the requirements of a task and the functionalities of a technology widens, TTF is reduced. Starting with the assumption that no system provides perfect data to meet complex task needs without any expenditure of effort (i.e.. there is usually some non-zero gap), we believe that as tasks become more demand- ing or technologies offer less functionality, TTF will decrease (Goodhue. forthcoming).

Utilization is the behavior of employing the technology in completing tasks. Measures such as the frequency of use or the diversity of appli- cations employed (Davis, et al.. 1989; Thompson, et al., 1991; 1994) have been used. However, the construct is arguably not yet well understood, and efforts to refine the conceptu- alization should be grounded in an appropriate reference discipline (Trice and Treacy, 1988).

Since the lower portion of the TPC model in Fig- ure 2 is derived from other theories about atti- tudes (beliefs or affect) and behavior (Bagozzi 1982; Fishbein and Ajzen, 1975; Triandis, 1980), it would seem an appropriate reference discipline. Consider the utilization of a specific system for a single, defined task in light of those theories. Beliefs about the consequences of use, affect toward use, social norms, etc. would lead to the individual's decision to use or not use the sys- tem. In this case, utilization should be conceptu- alized as the binary condition of use or no-use. We would not be interested in how long the indi- vidual used the system at this single, defined task, since length of use would be a conse-

* Perhaps a more accurate label for the construct would be task-individua!-technology fit, but the simpler TTF iabei is easier to use

quence of the size of the task and/or the TTF of the system, not the choice to use the system.

If the focus is expanded to include a portfolio of some number of tasks (such as in a field study of information systems use), then the appropri- ate conceptualization would be the proportion of times the individual decided to use the system (the sum of the decisions to use, divided by the number of tasks). Note that this is quite different from conceptualizing utilization as the length of time or the frequency with which a system was used. Knowing that an individual decided to use a system three times means one thing if there were only four tasks, but something else if there were 20 tasks.

The antecedents of utilization can be sug- gested by theories about attitudes and behavior, as described above. Note that both voluntary and mandatory utilization are reflected in the model. Mandatory use can be thought of as a situation where social norms to use a system are very strong and overpower other considera- tions such as beliefs about expected conse- quences and affect.

The impact of TTF on utilization is shown via a link between task-technology fit and beliefs about the consequences of using a system. This is because TTF should be one important deter- minant of whether systems are believed to be more useful, more important, or give more rela- tive advantage. All of these related constructs have been shown to predict utilization of sys- tems (Davis, 1989; Hartwick and Barki. 1994; Moore and Benbasat, 1992), though they are not the only determinant, as the model shows.

Perfomiance impact in this context relates to the accomplishment of a portfolio of tasks by an individual. Higher performance implies some mix of improved efficiency, improved effective- ness, and/or higher quality. As shown in Figure 2, not only does high TTF increase the likeli- hood of utilization, but it also increases the per- formance impact of the system regardless of why it is utilized. At any given level of utilization, a system with higher TTF will lead to better per- formance since it more closely meets the task needs of the individual.

Feedbaci< is an important aspect of the model. Once a technology has been utilized and per- formance effects have been experienced, there

218 MIS Quarterly/June 1995

Task-Technology Fit

will inevitably be a number of kinds of feedback. First, the actual experience of utilizing the tech- nology may lead users to conclude that the technology has a better (or worse) impact on performance than anticipated, changing their ex- pected consequences of utilization and there- fore affecting future utilization. The individual may also learn from experience better ways of utilizing the technology, improving individual- technology fit, and hence the overall TTF.

Proposition 2: User evaluations of task- technology fit w\\\ influence the utilization of information systems by individuals.

Proposition 3: User evaluations of task- technology fit will have additional explan- atory power in predicting perceived performance impacts beyond that from utilization alone.

A reduced model for testing

The TPC is a large model and difficult to test in a single study. Arguably, portions of it have al- ready been tested by a variety of researchers. Support for a "fit" relationship between task characteristics, technology characteristics, and individual characteristics on the one hand, and user evaluations of TTF on the other (i.e.. the top portion of Figure 2) was found by Goodhue (forthcoming). Support for the link between TTF and performance (i.e.. the top portion of Figure 2 plus performance impacts) was found by Jarvenpaa (1989) and Vessey (1991). Support for the precursors of utilization (i.e., the bottom box) has been found by Adams, et al. (1992), Davis (1989). Davis, et al. (1989). Mathieson (1991). and Thompson, et al. (1991; 1994). None of this work has been tested across the full scope ofthe model.

The goal of our study was to test across all the core components of the model, from task and technology to performance impacts, with a par- ticular emphasis on the role of task-technology fit. Figure 3 shows the reduced model to be tested. The biggest change from Figure 2 to Fig- ure 3 is the direct link from TTF to utilization in Figure 3. This is based on two important as- sumptions: first, that TTF will strongly influence user beliefs about consequences of utilization; and second that these user beliefs will have an effect on utilization. Specifically, we tested the following propositions (see Figure 3);

Proposition 1 : User evaluations of task- technology fit will be affected by both task characteristics and character- istics ofthe technoiogy.

Methodology

Research design

As is common in this type of research, we faced a decision of whether to test the TPC model within a narrowly controlled domain and gener- alize to a more global domain, or to test the model in a more generalized domain. A more nar- rowly controlled domain would have removed extraneous influences, but made generalization more difficult. We decided to focus at a more macro level and to span multipie technologies, multiple tasks, multiple types of users, and mul- tiple organizational settings. Thus, we were test- ing to see whether a general measure of TTF (at the individual level) would exhibit the relations suggested by the TPC model. If it did, then we would have demonstrated support for the TPC model at a very high level of generalization.

The sample included over 600 users, employing 25 different technologies, working in 26 different non-IS departments in two very different organi- zations. The sample spanned the organizational hierarchy from administrative/clerical staff to vice president and up. In company A (a trans- portation enterprise) questionnaires were sent out to approximately 1200 users (a random sample of a major fraction of the company's non-union, non-IS employees, stratified by de- partment). A total of 400 questionnaires were completed and returned to a company repre- sentative, for a response rate of approximately 33 percent.

For company B (an insurance company), the questionnaire was delivered to a majority of non-IS employees. Employees were given 30 minutes of company time to complete the sur- vey. A total of 262 were returned, for a gross

MIS Quarterly/June 1995 219

Task-Technology Fit

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Task-Techndogy Fit

response rate of 93 percent. The total usable re- spondents from both companies was 662.

Measures, measurement validity, reliability

Where possible, measures were adapted from previous research. Because of a lack of ade- quate measurement scales, however, it was necessary to develop and refine some meas- ures specifically for this study.

Task-technology fit has been measured by Goodhue (1993; forthcoming) within the user task domain of IT-supported decision making. From Goodhue's instrument we borrowed multi- ple questions on each of 14 dimensions of TTF addressing the extent to which existing informa- tion systems support the identification, access, and interpretation of data for decision making.

To expand the task domain somewhat, two ad- ditional IT-supported user tasks were added: (1) responding to changed business requirements with new and modified systems, and (2) execut- ing day-to-day business transactions. For these two new tasks multiple questions were devel- oped on each of seven new dimensions ad- dressing the extent to which IS meets user task needs: having sufficient understanding of the business, having sufficient interest and dedica- tion, providing effective technical and business planning assistance, delivering agreed-upon so- iutions on time, responsiveness on requests for services, production timeliness, and impact of IS policies and standards on ability to do the job. Altogether this resulted in 48 questions measur- ing 21 dimensions of TTF.

A concern with the two-company sample described above is that the model may apply so differently in the two companies that it is inappropriate to pool the data for a single analysis. We used Neter and Wasserman's {1974. p. 160-161; see also Pedhazur, 1962, pp, 436-450) test for the equivalence of two regression lines to test whether it is appropriate to pool the data from the two companies. This involves testing a full model giving each company its own intercept and beta values, and comparing that to a restricted model with a single intercept and a single set of shared beta values. This test was performed for the regressions predicting utilization and performance impacts. In neither case was the improvement in fit for the fuli model significant at the .05 level, supporting our approach of pooling the data.

Based on an assessment of the reliability and discriminant validity of the questions, 14 ques- tions (and 5 dimensions) were dropped as being unsuccessfully measured.^ Using a principal components factor analysis with promax rota- tion, the remaining 34 questions (including 16 of the 21 original dimensions) were collapsed into eight clearly distinct factors of TTF. For all ques- tions, factor loadings were at least .50 on the primary factor, and no more than .45 on any secondary factor. For only one question was the difference between the primary and the secon- dary loading less than .20, and in this one case the difference was .10.

Table 1 shows the mapping from the 16 remain- ing dimensions of TTF to the eight final TTF fac- tors, as well as the Cronbach's alpha reliabilities for the eight factors, ranging from .60 to .88. This grouping of dimensions seemed quite rea- sonable, since similar dimensions were collect- ed into more aggregate but still coherent TTF factors. The final eight components of TTF that were successfully measured included (1)data quality; (2) locatability of data; (3) authorization to access data; (4) data compatibility (between systems); (5) training and ease of use; (6) produc- tion timeliness (IS meeting scheduled opera- tions); (7) systems reliability; and (8) IS relation- ship with users. The first five factors focused on meeting task needs for using data in decision making. The next two focused on meeting day- to-day operational needs, and the last focused on responding to changed business needs. The successful TTF questions are listed in the Ap- pendix, Part A.

Task characteristics and their impact on infor- mation use have been studied by a great many researchers (e.g., Culnan, 1983; Daft and Macintosh. 1981; O'Reilly 1982). Following Fry and Slocum's (1984) suggestion of a general characterization of tasks. Goodhue (forthcom- ing) combined Perrow's (1967) and Thompson's (1967) dimensions and successfully measured a two-dimensional construct of task characteris- tics: non-routineness (iack of analyzable search behavior) and interdependence (with other or- ganizational units).

Details of the analysis of the measurement validity of all measures, as well as a correlation matrix, are available ftom the authors upon request.

MIS Quarterly/June 1995 221

Task-Technotogy Fit

Table 1. Results of Factor Analysis: 16 Original Task-Technology Fit Dimensions"

And 8 Final Task-Technology Fit Factors

8 Final TTF Factors Quality

Locatability

Authorization Compatibility Ease of Use/Training

Production Timeliness Systems Reliability Relationship With Users

16 Onglnal 11 h uimensions (After poor questions dropped)

Currency of the data Right data is maintained Right level of detail Locatability Meaning of data is easy to find out

Authorization for access to data Data compatibility

Ease of Use Training

Production Timeliness

Systems Reliability IS understanding of business IS interest and dedication Responsiveness Delivering agreed-upon solutions Technical and business planning assistance

Cronbach's Alpha

.84

.75

.60

.70

.74

.69

.71

.88

' After 5 ofthe original 21 TTF dimensions were dropped as unsuccessfully measured.

Five measures of task characteristics (three questions on non-routineness and two on inter- dependence) were adopted from Goodhue's (forthcoming) study, as shown in the Appendix. Part B. A factor analysis separated the ques- tions into two factors with all questions loading at least .51 on their primary factor, and no more than .36 on their secondary factor. Cronbach's alpha reliabilities were .73 and .76 for non-rou- tineness and interdependence respectively.

In addition to these general characteristics of tasks, several researchers have suggested managerial level as a determinant of user evalu- ations of IS (e.g., Cronan and Douglas, 1990; Franz and Robey. 1986). tt is certainly true that the kinds of tasks users engage in (and the de- mands they make on their information systems and service providers) should vary considerably from clerical staff to low-level managers to higher-level managers. As a pragmatic proxy to capture these kinds of task differences, dummy variables were used for each of eight groupings of job title. Job titles in the two companies are shown in Tabte 2, matched where possible across the two companies. Though no specific hypotheses were made, we expected that differ- ences in job title would affect user evaluations of TTF.

Technology characteristics facing users could be measured along a number of dimensions- With this measure we focused on two proxies for the underlying characteristics of the technol- ogy of information systems: first, the information systems used by each respondent, and second, the department of the respondent. The two or- ganizations provided a large range of informa- tion systems for their employees. As part of the customization of the questionnaire, about 20 major systems in each company were identified. Each respondent identified up to five of these that they actually used. Twenty-five major sys- tems (13 in Company A and 12 in Company B) were used by a minimum of five employees.

Rather than try to define each system in terms of its characteristics, we made the simplifying assumption that the characteristics of any given system are the same for all who use that sys- tem. For respondents who used only a single system, the characteristics were captured by a dummy variable (1 indicates use of this system; 0 indicates no use). Where respondents used more than one system, the dummy variables were weighted. The weighting was accom- plished by simpiy dividing 1 by the number of major systems used. For example, a respondent who used three major systems would receive a

222 MIS Quarterly/June 1995

Task-Technology Fit

weighting of .33 for each of these three and a weighting of zero for all other systems. This ap- proach allowed us to capture inherent differ- ences between technologies without having to explicitly define those differences. In effect, the collection of dummy variables for system was used as a proxy for different, unspecified system characteristics.

The depaiiment of the respondent was also used as a second proxy measure for the char- acteristics of information systems. IS depart- ments may have differentiated between user departments in terms of attention, emphasis, pri- ority, and relationship management, perhaps because of the organization's strategic direction or historic inertia. These differences could have affected the level of service experienced by re- spondents in the different departments. A set of departmental dummy variables was used to capture the potentially different levels of atten- tion paid by IS departments to each of 26 dis- tinct user departments.

These were somewhat crude measures of char- acteristics of information systems and services, involving a great many dummy variables. Given our relatively large sample size, however, these measures did allow us to test the assertion that user evaluations were a function of the underly- ing systems used and the departments users were in.

Utilization should ideally be measured as the proportion of times users choose to utilize sys- tems. Unfortunately, this proportion was ex- tremely difficult to ascertain in a field study. In addition, there was also the problem of manda- tory use. In many field situations, use of a sys- tem may be mandated as part of a job description. For example, a claims processor with the insurance company (Company B) had

no choice but to use the system provided by his or her IS department. Regardless of the claims processor's evaluation of the system, it was not possible to process claims without using it.

Our solution was to conceptualize utilization as the extent to which the information systems have been integrated into each individual's work rou- tine, whether by individual choice or by organ- izational mandate. This reflected the individual (or organizational) choice to accept the systems, or the institutionalization of those systems.

We operationatized this by asking users to rate how dependent they were on a list of systems available in their organizations. Respondents selected up to five systems that were major sources of information for them personally and self-reported on system-specific dependence. Dependence on each system was rated on a three-point scale (0— not very dependent; 1 — somewhat dependent; 2—very dependent). Overall dependence on systems (our measure of utilization) was calculated as the total de- pendence reported on up to five systems (the sum of the dependence responses).

Performance impact was measured by per- ceived performance impacts since objective measures of performance were unavailable in this field context, and at any rate would not have been compatible across individuals with different task portfolios. Three questions were used that asked individuals to self-report on the perceived impact of computer systems and services on their effectiveness, productivity, and perform- ance in their job. Low correlations between one question and the others (.23 and .21) suggested that it was measuring something quite different from the other two (in this case, problems with the IS department as opposed to impact of sys- tems on performance). This third question was

Table 2.

Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Group 7 Group 8

Matched Job Titles Across the Two Companies

Transportation Company Administrative staff Analyst Supervisor/asst. manager Manager/asst. director Director/asst. superintendent Superintendent/general super.

Trainmaster, Roadmaster

Insurance Company Clerical staff Technical Supervisor Manager Director VP and up Professional level

MIS Quarterly/June 1995 223

Task-Technology Fit

Table 3. Tests of the Influence of Task and System on TTF: Results of Regression Analyses

TTF Factor Relationship Quality Timeliness Compatability Locatability Easen"raining Reliability Authority

Non-Routine^ -.11 - .27 ' " -.12 -.37"* -.26"* - .15" .00

-.29"*

Inter-Dependence' 01

-.04 -.04 - .11 ' .04

-.03 - .13" -.03

JDb2 0.67 0.92 1.02 4.92"* 1.86 0.94 1.95 3.48" '

Systems^ 1.27 \2A 1.26 1.07 1.52* 1.19 1.53' 0.87

Department^ .87

1.02 1.72' 1.47 1.43 1.78" 1.33 1.10

Adj. R-Square^ .04* .12 " ' .13"* .25*" .13*" .10"* .10"* .09*"

^ Beta Coefficients from regression analysis.

2 F-statistIc, computed by removing the group of dummy variables and comparing the results from the reduced model to those from the full model.

2 Significance of the regression is indicated by the asterisks on the Adjusted R-Square.

Significance Key: ' = Significant at .05; '* = Significant at .01; " ' = Significant at .001.

removed. The Cronbach's alpha for the two re- maining questions was .61, certainly lower than desired, but marginally acceptable. The wording of the two remaining questions is shown in the Appendix. Part C.

Empirical Test of the Model

Specific propositions and analysis approach

Descriptive statistics are shown in the Appendix, Part E. Figure 4 shows the model from Figure 3. with the specific measures for each construct added. Our choice of analysis techniques was based primarily on the perceived stage of theory development. Although structural equation mod- eling (as embodied in the LISREL program) would enable testing the entire model simultane- ously, it requires very strong, precise theory (Barclay, et al., forthcoming) with weit-estab- lished measures. This research was still early in the theory generation phase, and therefore we decided to use what Forneil (1982; 1984) refers to as first generation analysis techniques—in this case multiple regression.

P1: Do Task and Technology Characteristics Predict TTF?

The arrows leading into the Task-Technology Fit box in Figure 3 show Proposition 1. Strong sup-

port would require that each of the eight regres- sions of TTF be significant and that in each re- gression at least some measure of task (non-routineness, interdependence, or the group of dummy variables for job title) and some measure of technology (groups of dummy vari- ables for systems used or department) be a sig- nificant predictor. Table 3 shows the analysis results.

Testing the significance of job title, system, and department was somewhat involved, since each of these was operationalized as a group of dummy variables. We followed the approach suggested by Neter and Wassennan (1974, p. 274) and used a general linear test for the significance of each group of dummy variables in turn. There- fore, each line in Table 3 actually represents four separate regressions: a full regression with all dummy variables included and three addi- tional regressions, dropping in tum the job dummy variables, the systems dummy vari- ables, and the department dummy variables. Columns 3, 4. and 5 show the F-tests for the significance of groups of dummy variables (job title, systems, and department) obtained by comparing the full model to each of three re- stricted models. Columns 1 and 2 show the im- pact of non-routine tasks and interdependent tasks, directly obtainable from the full regression since these are not groups of dummy variables.

The R̂ values for the full regressions with all dummy variables ranged from .14 to .33. with adjusted R̂ values from .04 to .25. All but one

224 MIS Quarterly/June 1995

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ofthe regressions (the one predicting the quality of the relationship with IS) was significant at greater than the .001 level. At least one task characteristic was significant in six out of eight regressions, and at least one technology char- acteristic was significant in four out of eight. This is moderate support for Proposition 1. Below is a more detailed examination ofthe findings.

Effect of Task Characteristics on TTF. The strongest effect of task characteristics on TTF was from non-routine tasks. We found that indi- viduals engaged in more non-routine tasks rated their information systems lower on data quality, data compatibility, data locatability, training/ease of use, and difficulty of getting authorization to access data (note the significance and the negative coefficients in column 1 of Table 3). This is consistent with the idea that because of the non-routine nature of their jcbs, these peo- ple are constantly forced to use information sys- tems to address new problems, such as seeking out new data and combining it in unfamiliar ways. Thus, they make more demands on sys- tems and are more acutely aware of shortcom- ings. Interdependence of job tasks (column 2 of Table 3) was observed to influence perceptions of the compatibility and reliability of systems.

Finally, two factors of TTF are clearly affected by job level (column 3 of Table 3): compatibility and ease of getting authorization for access. Ta- bles 4 and 5 show a more detailed analysis of the specific impact of the various job titles on these two factors. Lower and middle-level staff and managers found the data least compatible, while upper-level management found it most compatible. This is consistent with the proposi- tion that upper-level management is often shielded from the hands-on difficulties of bring- ing together data from multiple sources and sees it only after the difficulties have been ironed out. It is lower and mid-level individuals who must pay with effort and frustration for data incompatibilities.

Similarly, Table 5 shows that upper-level man- agement found it much easier obtaining authori- zation for access to data. On the other hand, administrative and clerical staff, with less organ- izational clout, faced red tape in getting permis- sion to access the data they need.

Effect of Technology Characteristics on TTF. The two proxies for characteristics of the tech- nology were "systems used" and "department." Together these were significant predictors for four of the eight factors of TTF. The specific findings (see columns 4 and 5 of Table 3) have good face validity, although not all anticipated influences were observed.

For example, department is a significant predic- tor of user evaluations of production timeliness and of training/ease of use. If IS groups focus special emphasis on strategically important cr powerful departments, we might expect that dif- ferent levels of training and easier-to-use. more up-to-date systems would be provided to those departments. To the extent that IS groups have consistent standards for production turnaround, interface design, training policies, and so on, there are likely some departments for whom these standards are more appropriate than for others. A third area where we expected to see differences between departments, but did not, was the relationship with IS. (But see footnote 7 below.)

Systems used is a significant predictor of locata- bility and systems reliability. This too conforms to our expectations. We might expect that some systems are better than others for locatabitity of data or for system reliability, and users reflect that in their ratings. Another area where we ex- pected to see differences between systems, but did not, was in the quality of the data. It is possi- ble that our proxy measures of technology char- acteristics were too crude to pick up any but the strangest Influences within this study.'

^ The absence of an effecl of department on relationship with IS ancj of system on quality of the data is sufficiently perplexing to suggest doing some secondary exploratory analysis. Since some systems may be department specific, there is the possibility that including dummy variables for both department and system in the same regression {47 dummy variables in all) dilutes the impact that either group alone would have. For this reason the data were reanalyzed, dropping system from the analysis of relationship with IS and dropping department trom the analysis of quality. Under these circumstances we found both of the expected relationships. Without system in the analysis, department is a significant (.05) predictor of relationship with IS. Without department in the analysis, system is a significant (.05) predictor of quality. This suggests that with stronger measures of technology characteristics, this aspect of the model might have stronger empirical support.

226 MIS Quarterly/June 1995

Task-Technology Fit

Table 4. Effect of Job Titles on User Evaluations of Data Compatibility*

Administrative/Clerical Staff

Manager/Assistant Director Director/Assistant Superintendent

Supervisor/Assistant Manager

Analyst/Technical Trainmaster/Roadmaster

Professional SuperintendentA/P and up

-.33 -.27

-.23 -.10 -.08 .00 .26 .29

Job titles are ordered by impact from more negative to more positive. The numbers shown are the regression beta coefficients for the dummy variables reflecting membership in each job category, (Overaii effect is significant at .001.)

In hindsight, it seems reasonable that charac- teristics of the technology would influence some but not all TTF components. For example, it is unlikely that differences between systems will have any influence on whether a user has the authority to access data; it is much more likely that job level will influence authority. Overall, these results suggest that task and technology characteristics do influence user ratings of task- technology fit, giving moderate support for proposition P1.

P2: Does TTF Predict Utilization?

The arrow from Task-Technology FIT to Utiliza- tion in Figure 3 shows Proposition 2. Strong support would require a significant regression and significant positive links between at least some of the eight TTF factors and utilization. The results (shown in Table 6) provide little sup- port for the hypothesized relation. Although the regression as a whole and three of the path co- efficients were statistically significant, the ad- justed R̂ was only .02.

In addition, two of the three significant path co- efficients (reliability of systems and relationship with IS) had negative path coefficients. Inter- preted within a theoretical framework in which attitudes (beliefs, affect) determine behavior, the two negative links suggest that users who be- lieve that systems are less reliable and who are less positive about the relationship with IS, will

be more likely to use the systems. This contrary behavior seems implausible.

A more compelling interpretation is that in this case the causal effect works in the other direc- tion (through the feedback mechanism shown in Figure 2). For example, perhaps individuals who use the systems a great deal and are very de- pendent on them will be more frustrated by sys- tem downtime and the performance impacts it engenders. These highly dependent users are more likely to be stymied in their work by downed systems and more likely to rate those systems as unreliable. Similarly, people who are more dependent on systems might be more frustrated with poor relationships with the IS de- partment and might give poorer evaluations of that relationship. This is quite different from nu- merous findings showing the link from user atti- tudes (beliefs, affect) to utilization (e.g.. Davis, 1989; Hartwick and Barki. 1994; Moore and Benbasat, 1992; Thompson, et al., 1991), but is consistent with arguments made by Melone (1990) that under certain circumstances utiliza- tion will influence attitudes.

Several possible explanations for iack of sup- port for Proposition 2 should be noted. First, this paper has conceptualized utilization as depend- ence on information systems, rather than on the more common concept of duration or frequency of use. Though we have raised some questions about the applicability of these other conceptu- alizations in a field study with portfolios of tasks.

Table 5. Effect of Job Titles on User Evaluations of Ease of Authorization*

Administrative/Clerical Staff Analyst/Technical Manager/Assistant Director

Trainmaster/Roadmaster Supervisor/Assistant Manager Director/Assistant Superintendent SuperintendentA/P and up

Professional

-.32 -.11 .00

.00

.06

.06

.21

.31

' Job titles are ordered by impact from more negative to more positive. The numbers shown are the regression beta coefficients for the dummy variables reflecting membership in each job category. (Overall effect is significant at .001.)

MIS Quarterly/June 1995 227

Task-Technology Fit

it might be that this shift in conceptualization is responsible for the weak link between TTF be- liefs and behavior.Testing this was possible in a secondary analysis since for Company B we had gathered additional utilization measures for duration and frequency of use. Two additional regressions were run, one with TTF predicting duration and the other with TTF predicting fre- quency. Though the R̂ increased to .10 for both new regressions, in each case the strongest link by far was between negative beliefs about "sys- tems reliability" or "relationship with IS" and greater utilization. Thus, it appeared that our conceptualization of utilization is not responsible for the lack of support for Proposition 2.

A more promising explanation is that the direct link between TTF and utilization proposed for Figure 3 may not be justified in general. That is, TTF may not dominate the decision to utilize technology. Rather, other influences from atti- tudes and behavior theory such as habit (Ronis et al., 1989). social norms (and mandated use), etc. may dominate, at least in these organiza- tions. This would suggest that testing the link between TTF and utilization requires much more detailed attention to other variables from atti- tudes and behavior research.

A third possibility is that none of the current con- ceptualizations of utilization are well suited for field settings where many technologies are available and individuals face a portfolio of tasks. The resolution to this dilemma will have to await further research.

P3: Does TTF Predict Performance Impact Better Than Utilization Alone?

Finally, the arrows from Task-Technology Fit and Utilization to Performance Impacts show Proposition 3. Strong support would require that both TTF and Utilization be significant predictors of Performance Impacts. Again the test sug- gested by Neter and Wasserman (1974. p. 274) was used to explicitly test for the importance of adding Wie eight TTF factors as a group to a regres- sion predicting performance using utilization.

To get a complete picture, we ran three regres- sions predicting performance impact, using three different sets of independent variables: (1) only utilization, (2) only the eight TTF factors, and (3) both the eight TTF factors and utiliza-

tion. The results are shown in Table 7. Utiliza- tion alone explained 4 percent (adjusted R ) of the variarice in performance, while TTF alone explained 14 percent. Together, TTF and utiliza- tion explained 16 percent of the variance. The F-test of the improvement in fit from adding the eight TTF factors as a group was significant at the .001 level.

Table 7 (the full Model 3) shows that quality of the data, production timeliness, and relationship with IS al! predict higher perceived impact of in- formation systems, beyond what could be pre- dicted by utilization alone.^ Though we need to be careful about generalizing too freely about the impact of specific factors of TTF from a sam- ple including only two companies (including more companies in our sample might bring other factors into sharper focus), the results do strongly support Proposition 3. It appears that performance impacts are a function of both task- technology fit and utilization, not utilization alone.

Conclusion Even with some caveats, the TPC model repre- sents an important evolution in our thinking from the earlier models in Figure 1, which shows how technologies add value to individual perform- ance. We found moderately supportive evidence that user evaluations of TTF are a function of both systems characteristics and task charac- teristics, and strong evidence that to predict per- formance both TTF and utilization must be included. Evidence of the causal link between TTF and utilization was more ambiguous, with the suggestion that, at least in these companies, utiiization could cause beliefs about TTF through feedback from performance outcomes.

" Although an adjusted R̂ of .16 is not high. It is in line witti result5 from other field research predicting user perceptions of performance impacts (for example, Franz and Robey, 1986).

' One perplexing finding from Model 2 in Table 7 is the significant negative relationship between compatibility and performance impacts. However, this relationship drops to insignificance with Model 3 (including utilization), which we believe to be the correctly specified model. This suggests that the negative Model 2 relationship is spurious.

228 MIS Quarteriy/June 1995

Task-Technology Fit

Table 6. TTF Factor Relationship Quality Timeliness Compatability Locatability Ease/Training Reliability Authority

Test of the Influence of TTF on Beta Coefficient

-.21* .08 .15* -.13 .14 .16

-.24* .06

Utilization t-value -2.11 0.76 2.08 -1.57 1.04 1.26

-2.44 0.73

(Dependence): Regression Results Significance Adjusted R-Square'

.04 .02*

.45

.04

.12

.16 ^ 1 .02 .47

' Significance of the regression is indicated by the asterisks on the Adjusted R-Square.

Significance Key: ' Significant at .05; " Significant at .01; *** Significant at .001.

However, the cumulative evidence of previous research showing the impact of useftilness (Adams, et al.. 1992; Davis, et al., 1989; Mathie- son, 1991), relative advantage (f^oore and Ben- basat, 1992). and importance {Hartwick and Barki, 1994) on utilization suggests that at least under some circumstances a link between TTF and utilization exists.

This new TPC model provides a fundamental conceptual framework use^l in thinking about a

number of issues in IS research. Several exam- ples are discussed below.

Implication for surrogates of IS success

Since performance impacts from IT are difficult to measure directly, we often resort to surrogate measures of IS success. If appropriate surro- gates are to be chosen, accurate models of the way information systems and services deliver

Table 7. Test of the Influence of TTF and Utilization on Performance Impact: Regression Results

TTF Factor Model 1: Utilization Only Utilization

Model 2: TTF Only Relationship Quality Timeliness Compatability Locatability Ease/Training Reliability Authority

Model 3: Utilization and TTF Relationship Quality Timeliness Compatabiiity Locatability Easarrraining Reliability Authority Utilization

Beta CoefTrcient

.13"*

.11*

.24*"

.12" -.12** .07 .12

-.09 -.01

,12' . 2 1 " * . 1 1 "

-.08 .09 .04

-.06 -.01 .11"*

t-value

5.06

2.06 3.S2 2.69

-2.52 1.25 1.76

-1.67 -0.07

2.08 3.32 2.65 -1.71 1.64 0.54

-1.06 -0.07 4.32

Significance

.0001

.04

.0001

.004

.01

.21

.08

.10

.95

.04

.001

.009

.09

.10

.59

.29

.94

.0001

Adjusted R-Square^

.04"'

.14"*

.16*"

•• Significance ofthe regression is indicated by the asterisks on the Adjusted R-Square.

Significance Key: 'Significant at .05; "Significant at .01; "'Significant at .001.

MIS Quarterly/June 1995 229

Task-Ted)nology Fit

value are needed. The TPC model is useful in re-evaluating possible choices.

Many researchers have suggested that utiliza- tion is an appropriate surrogate when use is vol- untary, and user evaluations are appropriate when use is mandatory (e.g., Lucas, 1975; 1981). If, as the model suggests, performance impacts are a joint function of utilization and TTF, then neither alone is a good surrogate ex- cept under very limited circumstances.

One might argue that either construct would be a good surrogate if the other were assured. For example, TTF might be a good sun^ogate if utiii- zation were assured (i.e., mandatory). However, evidence from a recent study (Moore and Ben- basat, 1992) suggests that voluntariness exists on a continuum, with most individuals engaging in partly voluntary behavior. If utilization is partiy voluntary, then TTF alone is an incomplete sur- rogate for IS success. Similarly, though utiliza- tion might be a good surrogate if TTF were assured, it is rare that we could be sure a priori that information systems fit user needs and abili- ties exactly.

We might also defend using only one of the constructs as a surrogate for success if we could assume that utilization and TTF were highly correlated. Certainly in the two compa- nies studied in this research, the link between TTF and utilization was not strong, If most utili- zation is partly voluntary, and utilization is only partly driven by expectations of perfomiance im- pacts, then an appropriate surrogate for per- formance impacts should include measures of both TTF and utilization.

Implications for the impact of user involvement

By far the majority of research on user involve- ment and IS success has looked at the impact of user involvement on user attitudes, and ulti- mately on user commitment to utilize the sys- tem. Though this effect is not unimportant, the TPC model also directs our attention to another aspect of successful system implementation. When users understanding the business task are involved in systems design, it is more likely that the resulting system will fit the task need. Thus, user involvement potentially affects not

only user commitment, but also (and in a com- pletely different way) the quality or fit of the re- sulting system.

Implications for designing diagnostics for IS problems

As the TPC model becomes more solidly sup- ported, and the critical role of TTF in delivering performance impacts is clarified, it suggests that TTF is an excellent focus for developing a diag- nostic tool for IS systems and services in a par- ticular company. To be most useful, such a diagnostic must go beyond general constructs (such as user satisfaction, usefulness, or rela- tive advantage) to more detailed constructs (such as data quality, locatability, systems reli- ability, etc.) that can more specificaily identify gaps between systems capabilities and user needs. Based on an understanding of specific gaps, managers may decide to: (1) discontinue or redesign systems or policies, (2) embark on training or selection programs to increase the ability of users, or (3) redesign tasks to take bet- ter advantage of IT potentiai (Goodhue, 1988). Beyond supporting the importance of the TTF construct, this research has pushed forward the effort to identify and measure distinct compo- nents of task-technology fit. Thus, it is an impor- tant step toward providing a meaningful diagnostic tool for practice.

Implications for future research

Construct measurement continues to be a key concern in this research domain. Although we have added to the base of knowledge concern- ing the measurement of TTF components (com- plementing the work of Goodhue (1993)) there is still ample room for improvement. The TTF measure now focuses on IT support for the user tasks of decision making, changing business processes, and executing routine transactions. Refining the existing TTF dimensions, or ex- panding to focus on more user tasks are both potential areas for improvement. In addition, our measures of the characteristics of information systems and services were admittedly crude. It would seem appropriate to explore the de- velopment of some standard set of measurable

230 MIS Quarterty/June 1995

Task-Technology Fit

dimensions for use in comparing the infomiation technology base across companies. Simiiarly, it wouid be important to continue work on the is- sue of defining and measuring utilization to ob- tain a better understanding of the role of this construct. It is aiso important to go beyond per- ceived performance impacts, perhaps by con- structing a laboratory environment in which the model can be tested with objective measures of performance.

A second avenue for future research is to ex- pand the scope of testing across more diverse settings. Testing across a wider scope of conv panies wouid give a better sense of the relative importance of various components of TTF. Clearly there is a dilemma here since using more diverse settings wouid tend to dilute the impact of particular effects, but give greater clar- ity to effects tiiat are more generally present. An additional opportunity is to explicitly examine feedback in the modei. For example, an interest- ing area for investigation wouid be the effect of performance impacts on utiiization, either di- rectly or indirectly through changes in user rat- ings of TTF and perceived consequences of use.

Modeis are ways to structure what we know about reality, to darify understandings, and to communicate those understandings to others. Once articulated and shared, a model can guide thinking in productive ways, but it can aiso con- strain our thinking into channels consistent with the model, blocking us from seeing part of what is happening in the domain we have modeled. We believe the TPC model is a usefui evolution of the models in which IT leads to performance impacts, it should provide a better basis for un- derstanding these critical constructs and for un- derstanding how they link to other related IS research issues.

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Ronis, D.L. Yates, J.F. and Kirscht. J.P. "Atti- tudes, Decisions, and Habits as Detenni- nants of Repeated Behavior." in Attitude and Structure and Function, A.R. Pratkanis, S. Breckier. and A.G, Greenwald (eds.), Lawrence Eribaum Associates, Hiilsdale, NJ, 1989.

Straub, D.W. and Trower, J.K. "The Importance of User Involvement in SuccessfijI Systems: A Meta-Analytical Reappraisal," MISRC-WP- 89-01, Management information Systems Research Center, University of Minnesota. Minneapoiis, MN, 1989.

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Thompson. R.L.. Higgins. C.A.. and Howeii, J.M. "Towards a Conceptual Model of Utilization,"

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Triandis, H.C. "Values. Attitudes and Interper- sonal Behavior," in Nebraska Symposium on Motivation. 1979: Beliefs, Attitudes and Val- ues. H.E. Howe (ed.). University of Nebraska Press. Lincoln, NE. 1980, pp. 195-259.

Trice. A.W. and Treacy, M.E. "Utilization as a Dependent Variable in MIS Research," Data Base (19:3/4), FailA^finter 1988.

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About the Authors Dale L. Goodhue is an assistant professor of MIS at the University of Minnesota's Carlson School of Management. He received his Ph.D. in MIS from MIT, and has published in MIS Quarteriy. Data Base, Information & Manage- ment, and (soon) Management Science. His re- search interests include measuring the impact of information systems, impact of task-technoi- ogy fit on performance, and the management of data and other IS infrastructures/resources.

Ronald L.Thompson is an associate professor with the School of Business Administration, Uni- versity of Vermont. He holds a Ph.D. from the University of Western Ontario (Canada), and gained experience in ranching and banking prior to entering academe. His articles have ap- peared in journals such as MIS Quarterly. Jour- nal of Management Information Systems, Information & Management, and the Joumal of Creative Behaviour Ron's current research in- terests focus on factors influencing the adoption and use of information technology by individuais, as well as the relation between IT use and indi-

MIS Quarterly/June 1995 233

Task-Technology Fit

vidual performance, His book. Information W. Cats-Baril), is scheduled for release by Inwin Technology and Management (co-authored with Publishing in 1996.

Appendix

Construct Measures and Descriptive Statistics In each company, the basic research questionnaire was customized by inserting precise acronyms and terms so that names of systems and departments wouid be readily identifiable by the respondents.

PART A. TASK-TECHNOLOGY FIT MEASURES 8 Final Factors of TTF

21 Original Dimensions of TTF Questions

Quality CURRENCY: (Data that i use or would like to use is current enough to meet my needs.)

CURR1 — i can't get data that is current enough to meet my business needs. CURR2 — The data is up to date enough for my purposes.

RIGHT DATA: (Maintaining the necessary fields or elements of data.)

RDAT1 — The data maintained by the corporation or division is pretty mudh what I noe^i to carry out my tasks.

RDAT2 — The computer systems available to me are missing critical data that would be very useful tome in my job.

RIGHT LEVEL OF DETAIL: (Maintaining the data at the right level or levels of detail.) RLEV1 — The company maintains data at an appropriate level of detail for my group's tasks. RLEV2 — Sufficiently detailed data is maintained by the corporation,

Locatability LOCATABILITY: (Ease of determining what data is available and where.)

L0CT1 — It is easy to find out what data the corporation maintains on a given subject. L0CT3 — It is easy to locate corporate or divisional data on a particular issue, even if I haven't used

that data before. MEANING: (Ease of determining what a data element on a report or file means, or what is excluded

or included in calculating it.) MEAN1 — The exact definition of data fields relating to my tasks is easy to find out. MEAN2 — On the reports or systems I deal with, the exact meaning ofthe data elements is either

obvious, or easy to find out. Authorization

AUTHORIZATION. (Obtaining authorization to access data necessary to do my job.) AUTH1 — Data that would be useful to me is unavailable because I don't have the right authorization. AUTH2 — Getting authorization to access data that would be useful in my job is time consuming

and difficult. Compatibility

COMPATIBILITY: (Data from different sources can be consolidated or compared without inconsistencies.) C0MP1 —There are times when I find that supposedly equivalent data from two different sources

is inconsistent. C0MP2 —Sometimes it is difficult for me to compare or consolidate data from two different sources

because the data is defined differently.

234 MIS Quarterly/June 1995

Task-Technology Fit

C0MP3 — When rt's necessary to compare or consolidate data from different sources, I find that there may be unexpected or difficult inconsistencies.

Production Timeliness TIMELINESS: (IS meets pre-defined production turnaround schedules)

PRODI — IS, to my knowledge, meets its production schedules such as report delivery and running scheduled jobs.

PR0D2 — Regular IS activities (such as printed report delivery or njnning scheduled jobs) are completed on time.

Systems Reliabil i ty SYSTEMS RELIABILITY: (Dependability and consistency of access and uptime of systems.)

RELY1 — I can count on the system to be "up" and available when I need it. RELY2 — The computer systems I use are subject to unexpected or inconvenient down times which

makes it harder to do my work.

RELY3 — The computer systems I use are subject to frequent problems and crashes.

Ease of Use / Training EASE OF USE OF HARDWARE & SOFTWARE: (Ease of doing what I want to do using the system hardware

and software for submitting, accessing, analyzing data. EASE1 — It is easy to learn how to use the computer systems I need. EASE2 — The computer systems I use are convenient and easy to use.

TRAINING: (Can I get the kind of quality computer-related training when I need it?) TRNG1 — There is not enough training for me or my staff on how to find, understand, access or use

the company computer systems. TRNG2 — I am getting the training I need to be able to use company computer systems, languages,

procedures and data effectively. Relationship with Users

IS UNDERSTANDING OF BUSINESS: (How well does IS understand my unit's business mission and its relation to corporate objectives?)

UNBS1 — The IS people we deal with understand the day-to-day objectives of my work group and its mission within cur company.

UNBS2 — My work group feels that IS personnel can communicate with us in famiiiar business terms that are consistent.

IS INTEREST AND DEDICATION: (to supporting customer business needs.) INDN1 — IS takes my business group's business problems seriously. INDN2 — IS takes a real interest in helping me solve my business problems.

RESPONSIVENESS: (Turnaround time for a request submitted fiar IS service.) RESP1 — It often takes too long for IS to communicate with me on my requests. RESP2 — I generally know what happens to my request for IS services or assistance or whether

it is being acted upon. RESP3 — When I make a request for service or assistance, IS nom'ially responds to my request in a

timely manner, CONSULTING: (Availability and quality of technical and business planning assistance for systems)

C0NS1 — Based on my previous experience I would use IS technical and business pianning consulting services in the future if I had a need.

CONS2 — I am satisfied with the level of technical and business planning consulting expertise I receive from IS.

IS PERFORMANCE: (How well does IS keep its agreements?) PERF2 — IS delivers agreed-upon solutions to support my business needs.

PART B. TASK/JOB CHARACTERISTICS MEASURES TASK EQUIVOCALITY

ADHC1 — I frequently deal with ill-defined business probiems. ADHC2 — I frequently deal with ad-hoc, non-routine business problems.

MIS Quarterty/June 1995 235

Task- Technology Fit

ADHC3 — Frequently the business problems I work on involve answering questions that have never been asked in quite that form before.

TASK INTERDEPENDENCE INTR1 — The business problems I deal with frequently involve more than one business function. INTR2 — The problems I deal with frequently involve more than one business function.

PART C. INDIVIDUAL PERFORMANCE IMPACT MEASURES PERFORMANCE IMPACT OF COMPUTER SYSTEMS:

IMPT1 The company computer environment has a large, positive impact on my effectiveness and productivity in my job.

IMPT3 IS computer systems and services are an important and valuable aid to me in the perfomiance of my job.

PART D. DIMENSIONS AND QUESTIONS OROPPED AS NOT SUCCESSFULLY MEASURED CONFUSiON. (Difficulty in understanding which systems or files to use in a given situation.) 2 quesUons. ACCESSIBILITY. (Access to desired data.) 3 questions. ACCURACY. (Correctness ofthe data.) 2 questions. IS POLICIES. STANDARDS & PROCEDURES. (Impact of policies, Standards & procedures on job.) 2 questions. ASSISTANCE. (Ease of getting help with problems related to computer systems and data.) 3 questions.

Individual Questions Dropped: Locatability (1), tS perfomiance meets goals (1), Perfomiance impact (1).

PART E. DESCRIPTIVE STATISTICS

Vanable

Relationship with Users Quality Production Timeliness Compatibility Locatability Ease of Use/Training Systems Reliability Authorization Non-Routine Tasks Task interdependence Performance Impact Total Dependence

N

598 605 561 591 600 609 604 588 581 578 608 559

Mean

4.446977 4.629835 4.851159 3.681331 3.702361 4.118227 4.311534 4.156463 4.202238 4.664360 5,355263 4.044723

Std Dev

0.956491 1.075390 1.086707 1.117980 1.069070 1.184834 1.296419 1.316974 1.313822 1.341179 1.203895 2.176727

Minimum

1.000000 1.000000 1.000000 1.000000 1.000000 1.000000 1.000000 1.000000 1.000000 1.000000 1.000000

0

Maximum

7.000000 7.000000 7.000000 7.000000 7.000000 7.000000 7.000000 7.000000 7.000000 7.000000 7.000000

10

236 MIS Quarterly/June 1995

User Acceptance of Information Technology -Toward a Unified View .pdf

Venkatesh et al./User Acceptance of IT

Qarterly RESEARCH ARTICLE

USER ACCEPTANCE OF INFORMATION

TECHNOLOGY: TOWARD A UNIFIED VIEW^

By: Viswanath Venkatesh Robert H. Smith School of Business University of Maryland Van Munching Hall College Park, MD 20742 U.S.A. [email protected]

Michael G. Morris Mcintire School of Commerce University of Virginia Monroe Hall Charlottesville, VA 22903-2493 U.S.A. [email protected]

Gordon B. Davis Carlson School of Management University of Minnesota 321 19'̂ Avenue South Minneapolis, MN 55455 U.S.A. [email protected]

Fred D. Davis Sam M. Walton College of Business University of Arkansas Fayetteville, AR 72701-1201 U.S.A. [email protected]

Cynthia Beath was the accepting senior editor for this paper.

Abstract

Information technology (IT) acceptance research has yielded many competing models, each with different sets of acceptance determinants. In this paper, we (1) review user acceptance literature and discuss eight prominent models, (2) empiri- cally compare the eight models and their exten- sions, (3) formulate a unified model that integrates elements across the eight models, and (4) empiri- cally validate the unified model. The eight models reviewed are the theory of reasoned action, the technology acceptance model, the motivational model, the theory of planned behavior, a model combining the technology acceptance model and the theory of planned behavior, the model of PC utilization, the innovation diffusion theory, and the social cognitive theory. Using data from four organizations over a six-month period with three points of measurement, the eight models ex- plained between 17 percent and 53 percent of the variance in user intentions to use information technology. Next, a unified model, called the United Theory of Acceptance and Use of Tech- nology (UTAUT). was formulated, with four core determinants of intention and usage, and up to four moderators of key relationships. UTAUT was then tested using the original data and found to outperform the eight individual models (adjusted R^ of 69 percent). UTAUT was then confirmed with data from two new organizations with similar results (adjusted f^ of 70 percent). UTAUT thus provides a useful tool for managers needing to

MIS Quarterly Vol. 27 No. 3. pp. 425-478/September 2003 425

Venkatesh et at./User Acceptance of IT

assess the likelihood of success for new techno- logy introductions and helps them understand the drivers of acceptance in order to proactively de- sign interventions (including training, marketing, etc.) targeted at populations of users that may be less inclined to adopt and use new systems. The paper also makes several recommendations for future research including developing a deeper understanding of the dynamic influences studied here, refining measurement ofthe core constructs used in UTAUT, and understanding the organiza- tional outcomes associated with new technology use.

Keywords: Theory of pianned behavior, inno- vation characteristics, technology acceptance model, sociai cognitive theory, unified model, integrated modei

Introduction

The presence of computer and information tech- nologies in today's organizations has expanded dramaticaiiy. Some estimates indicate that, since the 1980s, about 50 percent of all new capital investment in organizations has been in informa- tion technology (Westland and Clark 2000). Yet, for technologies to improve productivity, they must be accepted and used by employees in organi- zations. Explaining user acceptance of new tech- nology is often described as one of the most mature research areas in the contemporary infor- mation systems (IS) literature (e.g , Hu et al. 1999). Research in this area has resulted in several theoretical models, with roots in informa- tion systems, psychology, and sociology, that routinely explain over 40 percent ofthe variance in individual intention to use technology (e.g., Davis et al. 1989; Taylor and Todd 1995b; Venkatesh and Davis 2000). Researchers are confronted with a choice among a multitude of models and find that they must "pick and choose" constructs across the models, or choose a "favored model" and largely ignore the contributions from alternative models. Thus, there is a need for a review and synthesis in order to progress toward a unified view of user acceptance.

The current work has the following objectives:

(1) To review the extant user acceptance models: The primary purpose of this review is to assess the current state of knowledge with respect to understanding individual acceptance of new information technologies. This review identifies eight prominent models and discusses their similarities and dif- ferences. Some authors have previously ob- served some of the similarities across models.^ However, our review is the first to assess similarities and differences across all eight models, a necessary first step toward the ultimate goal of the paper: the develop- ment of a unified theory of individual accep- tance of technology. The review is presented in the following section.

(2) To empirically compare the eight models: We conduct a within-subjects, longitudinal validation and comparison of the eight models using data from four organizations. This provides a baseline assessment of the relative explanatory power of the individual models against which the unified model can be compared. The empirical model compari- son is presented in the third section.

(3) To formulate the Unified Theory of Accep- tance and Use of Technology (UTAUT): Based upon conceptual and empirical simi- larities across models, we formulate a unified model. The formulation of UTAUT is pre- sented in the fourth section.

(4) To empirically validate UTAUT: An empirical test of UTAUT on the original data provides preliminary support for our contention that UTAUT outperforms each of the eight original models. UTAUT is then cross-validated using data from two new organizations. The empiri- cal validation of UTAUT is presented in the fifth section.

Forexample, Moore and Benbasal (1991) adapted the perceived usefulness and ease of use items from Davis et al.'s (1989) TAM to measure relative advantage and complexity, respectively, in their innovation diffusion model.

426 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et aL/User Acceptance of IT

t—

• Individual reactions to

using information technology

Intentions to use information technology

1 1 1

Actual use of information technology

1 Figure 1. Basic Concept Underiying User Acceptance Modeis

Review of Extant User Acceptance Models

Description of Models and Constructs

IS research has long studied how and why indivi- duals adopt new information technologies. Within this broad area of inquiry, there have been several streams of research. One stream of research focuses on individual acceptance of technology by using intention or usage as a dependent variable (e.g., Compeau and Higgins 1995b; Davis et al. 1989). Other streams have focused on implementation success at the organizational level (Leonard-Barton and Deschamps 1988) and task- technology fit (Goodhue 1995; Goodhue and Thompson 1995), among others. While each of these streams makes important and unique contributions to the literature on user acceptance of information technology, the theoretical models to be included in the present review, comparison, and synthesis employ intention and/or usage as the key dependent variable. The goal here is to understand usage as the dependent variable. The role of intention as a predictor of behavior (e.g., usage) is critical and has been well-established in IS and the reference disciplines (see Ajzen 1991; Sheppard et al. 1988; Taylor and Todd 1995b). Figure 1 presents the basic conceptual framework underlying the class of models explaining indivi- dual acceptance of information technology that forms the basis of this research. Our review re- sulted in the identification of eight key competing theoretical models. Table 1 describes the eight

models and defines their theorized determinants of intention and/or usage. The models hypo- thesize between two and seven determinants of acceptance, for a total of 32 constructs across the eight models. Table 2 identifies four key moderating variables (experience, voluntariness, gender, and age) that have been found to be significant in conjunction with these models.

Prior Model Tests and Model Comparisons

There have been many tests of the eight models but there have only been four studies reporting empirically-based comparisons of two or more of the eight models published in the major informa- tion systems journals. Table 3 provides a brief overview of each of the model comparison studies. Despite the apparent maturity of the re- search stream, a comprehensive comparison of the key competing models has not been con- ducted in a single study. Below, we identify five limitations of these prior model tests and compari- sons, and how we address these limitations in our work.

Technology studied: The technologies that have been studied in many of the model development and comparison studies have been relatively simple, individual-oriented information technologies as opposed to more complex and sophisticated organizational technologies that are the focus of managerial concern and of this study.

MIS Quarterly Vol. 27 No. 3/September 2003 All

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Venkatesh et al./User Acceptance of IT

432 M/S Quarterly Vol. 27 No. 3/September 2003

Venkatesh et ai/User Acceptance of IT

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MIS Quarterly Vol. 27 No. 3/September 2003 433

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MIS Quarterly Vol. 27 No. 3/September 2003 435

Venkatesh et al./User Acceptance of IT

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436 MIS Quarterly Vol. 27 No. 3/September 2003

Ver}katesh et al.AJser Acceptance of IT

Participants: While there have been some tests of each model in organizational settings, the participants in three of the four model comparison studies have been students— only Plouffe et al. (2001) conducted their research in a nonacademic setting. This research is conducted using data collected from employees in organizations.

Timing of measurement: In general, most of the tests of the eight models were conducted well after the participants' acceptance or rejection decision rather than during the active adoption decision-making process. Because behavior has become routinized, individual reactions reported in those studies are retrospective (see Fiske and Taylor 1991; Venkatesh et al. 2000). With the exception of Davis et al. (1989), the model comparisons examined technologies that were already familiar to the individuals at the time of mea- surement. In this paper, we examine techno- logies from the time of their initial introduction to stages of greater experience.

Nature of measurement: Even studies that have examined experience have typically employed cross-sectional and/or between- subjects comparisons (e.g., Davis etal. 1989; Karahanna et al. 1999; Szajna 1996; Taylor and Todd 1995a; Thompson et al. 1994). This limitation applies to model comparison studies also. Our work tracks participants through various stages of experience with a new technology and compares all models on all participants.

Voluntary vs. mandatory contexts: Most of the model tests and all four model com- parisons were conducted in voluntary usage contexts.^ Therefore, one must use caution when generalizing those results to the

Notable exceptions are TRA (Hartwick and Bark! 1994) and TAM2 (Venkatesh and Davis 2000) as well as studies that have incorporated voluntariness as a direct effect (on intention) in order to account for perceived nonvoluntary adoption (e.g., Agarwal and Prasad 1997; Karahanna et al. 1999; Moore and Benbasat 1991).

mandatory settings that are possibly of more interest to practicing managers. This re- search examines both voluntary and man- datory implementation contexts.

Empirical Comparison of the Eight Models ^ ^ ^ ^ ^ ^ ^ ^ ^ ^

Settings and Participants

Longitudinal field studies were conducted at four organizations among individuals being introduced to a new technology in the workplace. To help ensure our results would be robust across contexts, we sampled for heterogeneity across technologies, organizations, industries, business functions, and nature of use (voluntary vs. mandatory). In addition, we captured perceptions as the users' experience with the technology increased. At each firm, we were able to time our data collection in conjunction with a training program associated with the new technology introduction. This approach is consistent with prior training and Individual acceptance research where individual reactions to a new technology were studied (e.g., Davis et al. 1989; Olfman and Mandviwalla 1994; Venkatesh and Davis 2000). A pretested questionnaire containing items mea- suring constructs from all eight models was administered at three different points in time: post-training (TI), one month after implementation (T2), and three months after implementation (T3). Actual usage behavior was measured over the six- month post-training period. Table 4 summarizes key characteristics of the organizational settings. Figure 2 presents the longitudinal data collection schedule.

Measurement

A questionnaire was created with items validated in prior research adapted to the technologies and organizations studied. TRA scales were adapted from Davis et al. (1989); TAM scales were adapted from Davis (1989), Davis et al. (1989),

MIS Quarterly Vol. 27 No. 3/September 2003 437

Venkatesh et al./User Acceptance of IT

X Training

Figure 2.

0 User

Reactions

1 week

X System

Use

0 User

Reactions/ Usage

Measurement 1 month

X System

Use

Longitudinal Data Collection Schedule

0 User

Reactions/ Usage

Measurement 3 months

X System

Use

0 Usage

Measurement

6 months

Table 4. Description of Studies

Study Industry Functional

Area Sample

Size System Description Voluntary Use

la

1b

Entertainment

Telecomm Services

Product Development

Sales

54

65

Online meeting manager that could be used to conduct Web-enabled video or audio conferences in lieu of face-to-face or traditional phone conferences

Database application that could be used to access industry standards for particular products in lieu of other resources (e.g., technical manuals, Web sites)

Mandatory Use

2a

2b

Banking

Public Administration

Business Account

Management

Accounting

58

38

Portfolio analyzer that analysts were required to use in evaluating existing and potential accounts

Proprietary accounting systems on a PC platform that accountants were required to use for organizational bookkeeping

and Venkatesh and Davis (2000); MM scales were adapted from Davis et ai. (1992); TPB/DTPB scales were adapted from Taylor and Todd (1995a, 1995b); MPCU scales were adapted from Thompson et al. (1991); IDT scales were adapted from Moore and Benbasat (1991); and SCT scales were adapted from Compeau and Higgins (1995a, 1995b) and Compeau et al. (1999). Behavioral intention to use the system was measured using a three-item scale adapted from Davis et al. (1989) and extensively used in much of the previous individual acceptance research. Seven- point scales were used for all of the aforemen- tioned constructs' measurement, with 1 being the negative end of the scale and 7 being the positive end of the scale. In addition to these measures.

perceived voluntariness was measured as a manipulation check per the scale of Moore and Benbasat (1991), where 1 was nonvoluntary and 7 was completely voluntary. The tense of the verbs in the various scales reflected the timing of measurement: future tense was employed at T I , present tense was employed at T2 and T3 (see Karahanna et al. 1999). The scales used to mea- sure the key constructs are discussed in a later section where we perform a detailed comparison (Tables 9 through 13). A focus group of five business professionals evaluated the question- naire, following which minor wording changes were made. Actual usage behavior was mea- sured as duration of use via system logs. Due to the sensitivity of usage measures to network

438 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of IT

availability, in all organizations studied, the system automatically logged off inactive users after a period of 5 to 15 minutes, eliminating most idle time from the usage logs.

Results

The perceptions of voluntariness were very high in studies la and 1b ( la: M = 6.50, SD = 0.22; 1b: M = 6.51. SD = 0.20) and very low in studies 2a and 2b ( la: M = 1.50, SD = 0.19; 1b: M = 1.49. SD = 0.18). Given this bi-modal distribution in the data (voluntary vs. mandatory), we created two data sets: (1) studies 1a and 1b, and (2) studies 2a and 2b. This is consistent with Venkatesh and Davis (2000).

Partial least squares (PLS Graph, Version 2.91.03.04) was used to examine the reliability and validity of the measures. Specifically, 48 separate validity tests (two studies, eight models, three time periods each) were run to examine convergent and discriminant validity. In testing the various models, only the direct effects on intention were modeled as the goal was to examine the prediction of intention rather than interrelationships among determinants of inten- tion; further, the explained variance (R^) is not affected by indirect paths. The loading pattern was found to be acceptable with most loadings being .70 or higher. All internal consistency reliabilities were greater than .70. The patterns of results found in the current work are highly con- sistent with the results of previous research.

PLS was used to test all eight models at the three points of measurement in each of the two data sets. In all cases, we employed a bootstrapping method (500 times) that used randomly selected subsamples to test the PLS model.'' Tables 5 and 6 present the model validation results at each of the points of measurement. The tables report the variance explained and the beta coefficients. Key

* The interested reader is referred to a more detailed exposition of bootstrapping and how it compares to other techniques of resampling such as jackknifing (see Chin 1998; Efron and Gong 1983).

findings emerged from these analyses. First, all eight models explained individual acceptance, with variance in intention explained ranging from 17 percent to 42 percent. Also, a key difference across studies stemmed from the voluntary vs. mandatory settings—in mandatory settings (study 2), constructs related to social influence were significant whereas in the voluntary settings (study 1), they were not significant. Finally, the deter- minants of intention varied over time, with some determinants going from significant to nonsigni- ficant with increasing experience.

Following the test of the baseline/original specifi- cations of the eight models (Tables 5 and 6). we examined the moderating influences suggested (either explicitly or implicitly) in the literature—i.e., experience, voluntariness, gender, and age (Table 2). In order to test these moderating influ- ences, stay true to the model extensions (Table 2), and conduct a complete test of the existing models and their extensions, the data were pooled across studies and time periods. Voluntariness was a dummy variable used to separate the situational contexts (study 1 vs. study 2); this approach Is consistent with previous research (Venkatesh and Davis 2000). Gender was coded as a 0/1 dummy variable consistent with previous research (Venkatesh and Morris 2000) and age was coded as a continuous vari- able, consistent with prior research (Morris and Venkatesh 2000). Experience was operationa- lized via a dummy variable that took ordinal values of 0, 1. or 2 to capture increasing levels of user experience with the system (TI. T2, and T3). Using an ordinal dummy variable, rather than categorical variables, is consistent with recent research (e.g., Venkatesh and Davis 2000). Pooling the data across the three points of mea- surement resulted in a sample of 645 (215 ^ 3). The results of the pooled analysis are shown in Table 7.

Because pooling across time periods allows the explicit modeling of the moderating role of exper- ience, there is an increase in the variance ex- plained in the case of TAM2 (Table 7) compared to a main effects-only model reported earlier (Tables 5 and 6). One of the limitations of pooling is that there are repeated measures from the

MIS Quarteriy Vol. 27 No. 3/September 2003 439

Venkatesh et al./User Acceptance of IT

Table 5. Study 1: Predicting Intention in Voluntary Settings

Models

TRA

TAM/ TAM2

MM

TPB/ DTPB

C-TAM- TPB

MPCU

IDT

SCT

Independent variables

Attitude toward using tech.

Subjective norm

Perceived usefulness

Perceived ease of use

Subjective norm

Extrinsic motivation

Intrinsic motivation

Attitude toward using tech.

Subjective norm

Perceived behavioral control

Perceived usefulness

Attitude toward using tech.

Subjective norm

Perceived behavioral control

Job-fit

Complexity (reversed)

Long-term consequences

Affect toward use

Social factors

Facilitating conditions

Relative advantage

Ease of use

Result demonstrability

Trialability

Visibility

Image

Compatibility

Voluntariness

Outcome expectations

Self-efficacy

Affect

Anxiety

TImel (N = 119)

R=

.30

.38

.37

.37

.39

.37

.38

.37

Beta

.55'"

.06

.55*"

.22**

.02

.50*"

.22"

.52"'

.05

.24'*'

.56**'

.04

.06

.25"*

.54'"

.23"'

.06

.05

.04

.05

.54'"

.26**

.03

.04

.06

.06

.05

.03

.47**'

.20*"

.05

-.17'

Time 2 (N = 119)

.26

.36

.36

.25

.36

.36

.37

.36

Beta

. 5 1 ' "

.07

.60'"

.03

.06

.47'"

.22"

.50"'

.04

.03

.60'"

.03

.04

.02

.60"*

.04

.04

.05

.07

.06

.61"*

.02

.04

.09

.03

.05

.02

.04

.60'*'

.03

.03

.04

Time 3 (N = 119)

.19

.37

.37

.21

.39

.38

.39

.36

Beta

.43"*

.08

. 6 1 " '

.05

.06

.49"*

.24'" ,44-**

.05

.02

.63" '

.05

.03

.03

.62 " '

.04

.07

.04

.06

,04

.63*"

.07

.06

.08

.06

.07

.04

.03

.60*"

.01

.04

.06

Notes: 1. 'p < .05; " p < .01; " ' p < .001. 2. When the data were analyzed separately for studies 2a and 2b. the pattern of results

very similar.

440 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of IT

Table 6. Study 2: Predicting Intention in Mandatory Settings

Models

TRA

TAM/ TAM2

MM

TPB/ DTPB

C-TAM- TPB

MPCU

IDT

SCT

Independent variables

Attitude toward using tech.

Subjective norm

Perceived usefulness

Perceived ease of use

Subjective norm

Extrinsic motivation

Intrinsic motivation

Attitude toward using tech.

Subjective norm

Perceived behavioral control

Perceived usefulness

Attitude toward using tech.

Subjective norm

Perceived behavioral control

Job-fit

Complexity (reversed)

Long-term consequences

Affect toward use

Social factors

Facilitating conditions

Relative advantage

Ease of use

Result demonstrability

Trialability

Visibility

Image

Compatibility

Voluntariness

Outcome expectations

Self-efficacy

Affect

Anxiety

Time 1 {N = 96)

.26

.39

.38

.34

.36

.37

.38

.38

Beta

.27*"

.20"

.42*"

.21*

.20*

.47"*

. 2 1 "

.22'

.25"*

.19*

.42'"

.07

.20*

.19'

.42"'

.20*

.07

.01

.18'

.05

.47*"

.20'

.03

.05

.04

.18*

.06

.02

.46"'

.19"

.06

-.18'

Time 2 (N = 96}

.26

.41

.40

.28

.35

.40

.42

.39

Beta

.28"*

. 2 1 "

.50*"

.23"

.03

.24"

. 36 ' "

.26"

.03

. 5 1 ' "

.08

.23*'

.11

.50"'

.02

.07

.05

.23"

.07

. 52 " '

.04

.07

.04

.04

.27"

.02

.06

. 44 ' "

. 2 1 " *

.04

-.16'

Time 3 (N = 96)

R'

.17

.36

.35

.18

.35

.37

.37

.36

Beta

,40**'

.05

.60'"

.03

.04

.44"'

.19"

.43"'

.05

.08

.60"*

.04

.03

.09

.61*"

.04

.07

.04

.02

.07

.61""

.04

.04

.04

.01

.05

.04

.03

.60 ' "

.03

,05

.02

Notes: 1. *p < .05; " p < .01; '**p < .001. 2. When the data were analyzed separately for studies 2a and 2b, the pattern of results was

very similar.

MIS Quarterly Voi 27 No. 3/September 2003 441

Venkatesh et al./User Acceptance of IT

Table 7. Predicting Intention—Model Comparison Including Moderators: Data Pooled Across Studies (N = 645)

Model

TRA

TAM

Version

1

2a TAM2

2b TAM incl. gender

Independent Variables

Attitude (A)

Subjective norm (SN)

Experience (EXP)

Voluntariness (VOL)

Ax EXP

SN X EXP

SN X VOL

Perceived usefulness (U)

Perceived ease of use (EOU)

Subjective norm (SN)

Experience (EXP)

Voluntariness (VOL)

EOU X EXP

SN X EXP

SN X VOL

EXP X VOL

SN X EXP X VOL

Perceived usefulness (U)

Percd. ease of use (EOU)

Subjective norm (SN)

Gender (GDR)

Experience (EXP)

U X GDR

EOU X GDR

SN X GDR

SN X EXP

EXP X GDR

SN X GDR X EXP

.36

.53

.52

Beta

.41*"

.11

.09

.04

.03

-.17'

.17'

.48*"

.11

.09

.06

.10

-.20*'

-.15

-.16*

.07

-.18"

.14*

.08

.02

.11

.07

, 3 1 " '

-.20"

.11

.02

.09

,17"

Explanation

Direct effect

Effect decreases with Increasing experience

Effect present only in mandatory settings

Direct effect

Effect decreases with increasing experience

Cannot be interpreted due to presence of higher-order term

Effect exists only in mandatory settings but decreases with increasing experience

Cannot be interpreted due to presence of interaction term

Effect is greater for men

Effect is greater for women

Effect is greater for women but decreases with increasing experience

442 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of IT

Table 7. Predicting Intention—Model Comparison Including Moderators: Data Pooled Across Studies (N = 645) (Continued)

Model

MM

TPB/ DTPB

Version

3

4a TPB inci, voi

4b TPB incl. gender

4c TPB incl. age

Independent Variables

Extrinsic motivation

Intrinsic motivation

Attitude (A)

Subjective norm (SN)

Percd. behrl. control (PBC)

Experience (EXP)

Voluntariness (VOL)

SN X EXP

SN X VOL

Attitude (A)

Subjective norm (SN)

Percd. behri, control (PBC)

Gender (GDR)

Experience (EXP)

Ax GDR

SN X EXP

SN X GDR

PBC X GDR

PBC X EXP

GDR X EXP

SN X GDR X EXP

PBC X GDR X EXP

Attitude (A)

Subjective norm (SN)

Percd. behrl. control (PBC)

Age (AGE)

Experience (EXP)

Ax AGE

SN X EXP

SN X AGE

PBC X AGE

,38

,36

,46

.47

Beta

,50***

,20***

.40*"

.09

.13

.10

.05

-.17**

,17"

.17***

.02

.10

,01

,02

,22*"

-.12

,10

.07

,04

,15*

-.18"

-16*

,17""

,02

,10

,01

.02

-.26***

-.03

.11

, 2 1 "

Explanation

Direct effect

Direct effect

Direct effect

Effect decreases with increasing experience

Effect present only in mandatory settings

Cannot be interpreted due to presence of interaction term

Effect is greater for men

Term included to test higher- order interactions below

Both SN and PBC effects are higher for women, but the effects decrease with increasing experience

Cannot be interpreted due to presence of interaction term

Effect is greater for younger workers

Effect is greater for older workers

Quarterly Vol. 27 No. 3/September 2003 443

Venkatesh et aiJUser Acceptance of IT

Table 7. Predicting Intention—Model Comparison Including Moderators: Data Pooled Across Studies (N = 645) (Continued)

Model

C- TAM- TPB

MPCU

IDT

Version

5

6

7

Independent Variables

AGE X EXP

SN X AGE X EXP

Perceived usefulness (U)

Attitude (A)

Subjective norm (SN)

Perceived beholder control (PBC)

Experience (EXP)

UxEXP

Ax EXP

SN X EXP

PBC X EXP

Job-fit (JF)

Complexity (CO) (reversed)

Long-term consequences (LTC)

Affect toward use (ATU)

Social factors (SF)

Facilitating condns. (FC)

Experience (EXP)

CO X EXP (CO—reversed)

LTC X EXP

ATU X EXP

SF X EXP

FC X EXP

Relative advantage (RA)

Ease of use (EU)

Result demonstrability (RD)

Trialability (T)

Visibility (V)

Image (1)

Compatibility (COMPAT)

Voluntariness of use (VOL)

.39

.47

.40

Beta

.15*

- 1 8 "

.40***

,09

.08

.16*

.11

.01

,08

-.17*

-.19**

,40***

.07

.02

.05

.10

,07

.08

-.17*

.02

,01

-,20"*

.05

.49*"

.05

.02

.04

.03

.01

.06

,11

Explanation

Term included to test higher- order interaction below

Effect is greater for older workers, but the effect decreases with increasing experience

Direct effect

Cannot be interpreted due to presence of interaction term

Effect decreases with increasing experience

Effect decreases with increasing experience

Direct effect

Effect decreases with increasing experience

Effect decreases with increasing experience

Direct effect

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Table 7. Predicting Intention—Model Comparison Including Moderators: Data Pooled Across Studies (N = 645) (Continued)

Model

SCT

Version

8

Independent Variables

Experience (EXP) EU X EXP

RD X EXP

V X EXP

1 X EXP

Voluntariness of use (VOL) Outcome expectations

Self-efficacy Affect

Anxiety

.36

Beta

.03 -.16*

.03 -.14"

-.14*

.05 44**-

.18'

.01 -.15*

Explanation

Effect decreases with increasing experience

Effect decreases with increasing experience

Effect decreases with increasing experience

Direct effect

Direct effect

Direct effect

Notes: 1. *p < .05; " p < .01; '**p < .001. 2. The significance of the interaction terms was also verified using Ohow's test.

same individuals, resulting in measurement errors that are potentially correlated across time. However, cross-sectional analysis using Chow's (1960) test of beta differences (p < .05) from each time period (not shown here) confirmed the pattern of results shown in Table 7. Those beta differences with a significance of p < .05 or better (when using Chow's test) are discussed in the Explanation" column in Table 7. The interaction

terms were modeled as suggested by Chin et al. (1996) by creating interaction terms that were at the level of the indicators. For example, if latent variable A is measured by four indicators (Al , A2, A3, and A4) and latent variable B is measured by three indicators (Bl , B2, and B3), the interaction term A " B is specified by 12 indicators, each one a product term—i.e., A l x B l , A l x B2, Al x B3, A2 X Bi.etc.

With the exception of MM and SCT, the predictive validity of the models increased after including the moderating variables. For instance, the variance explained by TAM2 increased to 53 percent and TAM including gender increased to 52 percent when compared to approximately 35 percent in

cross-sectional tests of TAM (without moderators). The explained variance of TRA, TPB/DTPB, MPCU, and IDT also improved. For each model. we have only included moderators previously tested in the literature. For example, in the case of TAM and its variations, the extensive prior empirical work has suggested a larger number of moderators when compared to moderators sug- gested for other models. This in turn may have unintentionally biased the results and contributed to the high variance explained in TAM-related models when compared to the other models. Regardless, it is dear that the extensions to the various models identified in previous research mostly enhance the predictive validity of the various models beyond the original specifications.

In looking at technology use as the dependent variable, in addition to intention as a key predictor, TPB and DTPB employ perceived behavioral control as an additional predictor. MPCU employs facilitating conditions, a construct similar to per- ceived behavioral control, to predict behavior. Thus, Intention and perceived behavioral control were used to predict behavior in the subsequent

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Table 8. Predicting Usage Behavior

Studies la and 1b (voluntary) (N=119)

Studies 2a and 2b

(mandatory) (N = 96)

Independent Variables

Behavioral intention to use (Bl)

Perceived behavioral controi (PBC)

Behavioral intention to use (Bl)

Perceived behavioral control (PBC)

Use,,

.37

.35

Beta

. 6 1 " *

.04

.58*"

.07

Use,3

.36

.37

Beta

. 60 " '

.06

.61***

.07

Use3,

.39

.39

Beta

.58"*

.17*

.56*'*

.20*

Notes: 1. Bl, PBC measured at TI were used to predict usage between time periods 1 and 2 (denoted Use,;); Bl, PBC measured at T2 were used to predict usage between time periods 2 and 3 (Use^a); Bl, PBC measured at T3 were used to predict usage between time periods 3 and 4

2. *p < .05; ' •p< .01; ' " p < .001.

time period: intention from T1 was used to predict usage behavior measured between T1 and T2 and so on (see Table 8). Since intention was used to predict actual behavior, concerns associated with the employment of subjective measures of usage do not apply here (see Straub et al. 1995). In addition to intention being a predictor of use, per- ceived behavioral control became a significant direct determinant of use over and above intention with increasing experience (at T3) indicating that continued use could be directly hindered or fostered by resources and opportunities. A neariy identical pattern of results was found when the data were analyzed using facilitating conditions (from MPCU) in place of perceived behavioral control (the specific results are not shown here).

Having reviewed and empirically compared the eight competing models, we now formulate a unified theory of acceptance and use of techno- logy (UTAUT). Toward this end, we examine com- monalities across models as a first step. Tables 5, 6, 7, and 8 presented cross-sectional tests of the baseline models and their extensions. Several consistent findings emerged. First, for every model, there was at least one construct that was significant in all time periods and that construct also had the strongest influence—e.g., attitude in

TRA and TPB/DTPB, perceived usefulness in TAM/TAM2 and C-TAM-TPB, extrinsic motivation in MM, job-fit in MPCU, relative advantage in IDT, and outcome expectations in SCT. Second, several other constructs were initially significant, but then became nonsignificant over time, in- cluding perceived behavioral control in TPB/DTPB and C-TAM-TPB, perceived ease of use in TAM/ TAM2, complexity in MPCU, ease of use in IDT, and self-efficacy and anxiety in SCT. Finally, the voluntary vs. mandatory context did have an influence on the significance of constructs related to social influence: subjective norm (TPB/DTPB, C-TAM-TPB and TAM2), social factors (MPCU), and image (IDT) were only significant in mandatory implementations.

Formulation of the Unified Theory of Acceptance and Use of Technology (UTAUT) ^ ^ ^ ^ ^ ^ ^ ^ ^

Seven constructs appeared to be significant direct determinants of intention or usage in one or more of the individual models (Tables 5 and 6). Of these, we theorize that four constructs will play a

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Performance Expectancy

Effort Expectancy

Social Influence

Facilitating Conditions

T4// -if/// f1

Gender

Figure 3. Research Model

Behavioral Intention

Use Behavior

Experience Voluntariness of Use

significant role as direct determinants of user acceptance and usage behavior: performance expectancy, effort expectancy, social influence, and facilitating conditions. As will be explained below, attitude toward using technology, self- efficacy, and anxiety are theorized not to be direct determinants of intention. The labels used for the constructs describe the essence of the construct and are meant to be independent of any particular theoretical perspective. In the remainder of this section, we define each of the determinants, specify the role of key moderators (gender, age, voluntariness, and experience), and provide the theoretical justification for the hypotheses. Figure 3 presents the research model.

Performance Expectancy

Performance expectancy is defined as the degree to which an individual believes that using the sys- tem will help him or her to attain gains in job

performance. The five constructs from the dif- ferent models that pertain to performance expectancy are perceived usefulness (TAM/TAM2 and C-TAM-TPB), extrinsic motivation (MM), job-fit (MPCU), relative advantage (IDT), and outcome expectations (SCT). Even as these constructs evolved in the literature, some authors acknowl- edged their similarities: usefulness and extrinsic motivation (Davis et al. 1989, 1992), usefulness and job-fit (Thompson etal. 1991), usefulness and relative advantage (Davis et al. 1989; Moore and Benbasat 1991; Plouffe et al, 2001), usefulness and outcome expectations (Compeau and Higgins 1995b; Davis et al. 1989), and job-fit and outcome expectations (Compeau and Higgins 1995b).

The performance expectancy construct within each individual model (Table 9) is the strongest predictor of intention and remains significant at all points of measurement in both voluntary and man- datory settings (Tables 5, 6, and 7), consistent with previous model tests (Agarwal and Prasad

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Table 9. Performance Expectancy: Root Constructs, Definitions, and Scales

Construct

Perceived Usefulness (Davis 1989; Davis et al, 1989)

Extrinsic Motivation (Davis etai. 1992)

Job-fit (Thompson etal. 1991)

Definition

The degree to which a person beiieves that using a particular system would enhance his or her job performance.

The perception that users wiii want to perform an activity because it is per- ceived to be instrumental in achieving valued out- comes that are distinct from the activity itseif, such as improved job perfor- mance, pay, or promotions

How the capabilities of a system enhance an indi- viduai's job performance.

Items

1. Using the system in my job would enable me to accomplish tasks more quickly,

2, Using the system would improve my job performance.

3, Using the system in my job would increase my productivity,

4, Using the system would enhance my effectiveness on the job.

5. Using the system would make it easier to do my job.

6, 1 would find the system useful in my job.

Extrinsic motivation is operationalized using the same items as perceived usefulness from TAM (items 1 through 6 above).

1, Use of the system wiil have no effect on the performance of my job (reverse scored).

2, Use of the system can decrease the time needed for my important job responsibiiities.

3, Use of the system can significantly increase the quality of output on my job.

4. Use ofthe system can increase the effectiveness of performing job tasks.

5. Use can increase the quantity of output for the same amount of effort.

6. Considering all tasks, the general extent to which use of the system could assist on the job. (different scale used for this item).

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Table 9. Performance Expectancy: Root Constructs, Definitions, and Scales (Continued)

Construct

Relative Advantage (Moore and Benbasat 1991)

Outcome Expectations (Compeau and Higgins 1995b; Compeau etal. 1999)

Definition

The degree to which using an innovation is perceived as being better than using its precursor.

Outcome expectations relate to the consequences of the behavior. Based on empirical evidence, they were separated into per- formance expectations (job-related) and personal expectations (individual goals). For pragmatic reasons, four of the highest loading items from the performance expectations and three of the highest loading items from the personal expectations were chosen from Com- peau and Higgins (1995b) and Compeau et al. (1999) for inclusion in the current research. However, our factor analysis showed the two dimensions to load on a single factor.

Items

1. Using the system enables me to accomplish tasks more quickly.

2. Using the system improves the quality of the work 1 do.

3. Using the system makes it easier to do my job.

4. Using the system enhances my effectiveness on the job.

5. Using the system increases my productivity.

If 1 use the system... 1. 1 will increase my effectiveness on the

job. 2. 1 will spend less time on routine job

tasks. 3. 1 will increase the quality of output of my

job. 4. 1 will increase the quantity of output for

the same amount of effort. 5. My coworkers will perceive me as

competent. 6. 1 will increase my chances of obtaining a

promotion. 7. 1 will increase my chances of getting a

raise.

1998; Compeau and Higgins 1995b; Davis et al. 1992; Taylor and Todd 1995a; Thompson et al. 1991; Venkatesh and Davis 2000). However, from a theoretical point of view, there is reason to expect that the relationship between performance expectancy and intention will be moderated by gender and age. Research on gender differences indicates that men tend to be highly task-oriented (Minton and Schneider 1980) and, therefore, per-

formance expectancies, which focus on task accomplishment, are likely to be especially salient to men. Gender schema theory suggests that such differences stem from gender roles and socialization processes reinforced from birth rather than biological gender per se (Bem 1981; Bem and Allen 1974; Kirchmeyer 1997; Lubinski et al. 1983; Lynott and McCandless 2000; Moto- widlo 1982). Recent empirical studies outside the

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IT context (e.g., Kirchmeyer 2002; Twenge 1997) have shown that gender roles have a strong psychological basis and are relatively enduring, yet open to change over tinne (see also Ashmore 1990; Eichingeretal. 1991; Feidmanand Aschen- brenner 1983; Helson and Moane 1987).

Similar to gender, age is theorized to play a moderating role. Research on job-related atti- tudes (e.g., Hall and Mansfield 1975; Porter 1963) suggests that younger workers may place more importance on extrinsic rewards. Gender and age differences have been shown to exist in techno- logy adoption contexts also (Morris and Venkatesh 2000; Venkatesh and Morris 2000). In looking at gender and age effects, it is interesting to note that Levy (1988) suggests that studies of gender differences can be misleading without reference to age. Forexample, given traditional societal gen- der roles, the importance of job-related factors may change significantly (e.g., become sup- planted by family-oriented responsibilities) for working women between the time that they enter the labor force and the time they reach child- rearing years (e.g., Barnett and Marshall 1991). Thus, we expect that the influence of performance expectancy will be moderated by both gender and age.

H1: The influence of performance ex- pectancy on behavioral intention will be moderated by gender and age, such that the effect will be stronger for men and particularly for younger men.

Effort Expectancy

Effort expectancy is defined as the degree of ease associated with the use ofthe system. Three con- structs from the existing models capture the concept of effort expectancy: perceived ease of use (TAM/TAM2), complexity (MPCU), and ease of use (IDT). As can be seen in Table 10, there is substantial similarity among the construct defini- tions and measurement scales. The similarities among these constructs have been noted in prior research (Davis et al. 1989; Moore and Benbasat 1991; Plouffe etal, 2001; Thompson etal. 1991).

The effort expectancy construct within each model (Table 10) is significant in both voluntary and mandatory usage contexts; however, each one is significant only during the first time period (post- training, Tl) , becoming nonsignificant over periods of extended and sustained usage (see Tables 5, 6, and 7). consistent with previous research (e.g., Agarwal and Prasad 1997, 1998; Davis etal. 1989; Thompson etal. 1991, 1994), Effort-oriented constructs are expected to be be more salient in the early stages of a new behavior, when process issues represent hurdles to be overcome, and later become overshadowed by instrumentality concerns (Davis et al. 1989; Szajna 1996; Venkatesh 1999).

Venkatesh and Morris (2000), drawing upon other research (e.g., Bem and Allen 1974; Bozionelos 1996), suggest that effort expectancy is more salient for women than for men. As noted earlier, the gender differences predicted here could be driven by cognitions related to gender roles (e.g., Lynott and McCandless 2000; Motowidio 1982; Wong et al. 1985). Increased age has been shown to be associated with difficulty in pro- cessing complex stimuli and allocating attention to information on the job (Plude and Hoyer 1985), both of which may be necessary when using software systems. Prior research supports the notion that constructs related to effort expectancy will be stronger determinants of individuals' inten- tion for women (Venkatesh and Morris 2000; Venkatesh et al. 2000) and for older workers (Morris and Venkatesh 2000). Drawing from the arguments made in the context of performance expectancy, we expect gender, age, and exper- ience to work in concert (see Levy 1988). Thus, we propose that effort expectancy will be most salient for women, particularly those who are older and with relatively little experience with the system.

H2: The influence of effort expectancy on behavioral intention will be moderated by gender, age, and experience, such that the effect will be stronger for women, particularly younger women, and particularly at early stages of experience.

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Table 10. Effort Expectancy: Root Constructs, Definitions, and Scales

Construct

Perceived Ease of Use (Davis 1989; Davis et al, 1989)

Complexity (Thompson etal. 1991)

Ease of Use (Moore and Benbasat 1991)

Definition

The degree to which a person believes that using a system would be free of effort.

The degree to which a system is perceived as relatively difficult to understand and use.

The degree to which using an innovation is perceived as being difficult to use.

Items

1. Learning to operate the system would be easy for me.

2. 1 would find it easy to get the system to do what 1 want it to do,

3. My interaction with the system would be clear and understandable,

4. 1 would find the system to be flexible to interact with.

5. It would be easy for me to become skillful at using the system,

6, 1 would find the system easy to use.

1, Using the system takes too much time from my normal duties.

2. Working with the system is so complicated, it is difficult to understand what is going on,

3. Using the system involves too much time doing mechanical operations (e.g., data input).

4. It takes too long to learn how to use the system to make it worth the effort.

1. My interaction with the system is clear and understandable,

2. 1 believe that it is easy to get the system to do what 1 want it to do.

3. Overall, 1 believe that the system is easy to use.

4, Learning to operate the system is easy for me.

Social Influence

Social influence is defined as the degree to which an Individual perceives that important others believe he or she should use the new system. Social influence as a direct determinant of behav- ioral intention is represented as subjective norm in TRA, TAM2, TPB/DTPB and C-TAM-TPB, social factors in MPCU, and image in IDT. Thompson et al. (1991) used the term social norms in defining their construct, and acknowledge its similarity to subjective norm within TRA. While they have different labels, each of these constructs contains

the explicit or implicit notion that the individual's behavior is influenced by the way in which they believe others will view them as a result of having used the technology. Table 11 presents the three constructs related to social influence: subjective norm (TRA, TAM2, TPB/ DTPB, and C-TAM-TPB), social factors (MPCU), and image (IDT).

The current model comparison (Tables 5, 6, and 7) found that the social influence constructs listed above behave similarly. None of the social influ- ence constructs are significant in voluntary con- texts; however, each becomes significant when

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Table 11. Social Influence: Root Constructs, Definitions, and Scales

Construct

Subjective Norm (Ajzen 1991; Davis etal. 1989; Fishbein and Azjen 1975; Mathieson 1991; Taylor and Todd 1995a, 1995b)

Social Factors (Thompson et al. 1991)

Image (Moore and Benbasat 1991)

Definition

The person's perception that most people who are important to him think he should or should not perform the behavior in question.

The individual's inter- nalization of the reference group's subjective culture. and specific interpersonal agreements that the indivi- dual has made with others, in specific social situations.

The degree to which use of an innovation is perceived to enhance one's image or status in one's social system.

Items

1. People who influence my behavior think that 1 should use the system.

2. People who are important to me think that 1 should use the system.

1. 1 use the system because of the proportion of coworkers who use the system.

2. The senior management of this business has been helpful in the use of the system.

3. My supervisor is very supportive of the use of the system for my job.

4. In general, the organization has supported the use of the system.

1. People in my organization who use the system have more prestige than those who do not.

2. People in my organization who use the system have a high profile.

3. Having the system is a status symbol in my organization.

use is mandated. Venkatesh and Davis (2000) suggested that such effects could be attributed to compliance in mandatory contexts that causes social influences to have a direct effect on intention; in contrast, social influence in voluntary contexts operates by influencing per- ceptions about the technology—the mech- anisms at play here are internalization and identification. In mandatory settings, social influence appears to be important only in the early stages of individual experience with the technology, with its role eroding over time and eventually becoming nonsignificant with sus- tained usage (T3), a pattern consistent with the observations of Venkatesh and Davis (2000).

The role of social influence in technology acceptance decisions is complex and subject to a wide range of contingent influences. Social influence has an impact on individual behavior through three mechanisms: compliance, inter- nalization, and identification (see Venkatesh and Davis 2000; Warshaw 1980). While the latter two relate to altering an individual's belief struc- ture and/or causing an individual to respond to potential social status gains, the compliance mechanism causes an individual to simply alter his or her intention in response to the social pressure—i.e., the individuai intends to comply with the social influence. Prior research sug- gests that individuals are more likely to comply

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with others' expectations when those referent others have the ability to reward the desired behavior or punish nonbehavior (e.g., French and Raven 1959; Warshaw 1980). This view of compliance is consistent with results in the technology acceptance literature indicating that reliance on others' opinions is significant only in mandatory settings (Hartwick and Barki 1994), particularly in the early stages of experience, when an individual's opinions are relatively ill- informed (Agarwal and Prasad 1997; Hartwick and Barki 1994; Karahanna et al. 1999; Taylor and Todd 1995a; Thompson etal. 1994; Venka- tesh and Davis 2000). This normative pressure will attenuate over time as increasing exper- ience provides a more instrumental (rather than social) basis for individual intention to use the system.

Theory suggests that women tend to be more sensitive to others' opinions and therefore find social influence to be more salient when forming an intention to use new technology (Miller 1976; Venkatesh et al. 2000), with the effect declining with experience (Venkatesh and Morris 2000). As in the case of performance and effort expec- tancies, gender effects may be driven by psy- chological phenomena embodied within socially- constructed gender roles (e.g., Lubinski et al. 1983). Rhodes' (1983) meta-analytic review of age effects concluded that affiliation needs in- crease with age, suggesting that older workers are more likely to place increased salience on social influences, with the effect declining with experience (Morris and Venkatesh 2000). Therefore, we expect a complex interaction with these moderating variables simultaneously influ- encing the social influence-intention relation- ship.

H3: The influence of social influence on behavioral intention will be moderated by gender, age, voluntariness, and experience. such that the effect will be stronger for women, particularly older women, particularly in man- datory settings in the early stages of experience.

Facilitating Conditions

Facilitating conditions are defined as the degree to which an individual believes that an organi- zational and technical infrastructure exists to support use of the system. This definition cap- tures concepts embodied by three different con- structs: perceived behavioral control (TPB/ DTPB, C-TAM-TPB). facilitating conditions (MPCU), and compatibility (IDT). Each of these constructs is operationalized to include aspects of the technological and/or organizationai envi- ronment that are designed to remove barriers to use (see Table 12). Taylor and Todd (1995b) acknowledged the theoretical overlap by modeling facilitating conditions as a core com- ponent of perceived behavioral control in TPB/DTPB. The compatibility construct from IDT incorporates items that tap the fit between the individual's work style and the use of the system in the organization.

The empirical evidence presented in Tables 5, 6, 7, and 8 suggests that the relationships between each of the constructs (perceived behavioral control, facilitating conditions, and compatibility) and intention are similar. Specifi- cally, one can see that perceived behavioral control is significant in both voluntary and man- datory settings immediately following training (TI), but that the construct's influence on intention disappears by T2. It has been demonstrated that issues related to the support infrastructure—a core concept within the facili- tating conditions construct—are largely captured within the effort expectancy construct which taps the ease with which that tool can be applied (e.g., Venkatesh 2000). Venkatesh (2000) found support for full mediation of the effect of facilitating conditions on intention by effort expectancy. Obviously, if effort expectancy is not present in the model (as is the case with TPB/DTPB), then one would expect facilitating conditions to become predictive of intention. Our empirical results are consistent with these arguments. For example, in TPB/DTPB, the construct is significant in predicting intention; however, in other cases (MPCU and IDT), it is nonsignificant in predicting intention. In short.

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Table 12. Facilitating Conditions; Root Constructs, Definitions, and Scales Construct

Perceived Behavioral Control (Ajzen 1991; Taylor and Todd 1995a, 1995b)

Facilitating Conditions (Thompson etal. 1991)

Compatibility (Moore and Benbasat 1991)

Definition

Reflects perceptions of internal and external constraints on behavior and encompasses self- efficacy, resource facili- tating conditions, and technology facilitating conditions.

Objective factors in the environment that observers agree make an act easy to do. including the provision of computer support.

The degree to which an innovation is perceived as being consistent with existing values, needs. and experiences of potential adopters.

Items

1. 1 have control over using the system. 2. 1 have the resources necessary to use

the system. 3. 1 have the knowledge necessary to

use the system. 4. Given the resources, opportunities

and knowledge it takes to use the system, it would be easy for me to use the system.

5. The system is not compatible with other systems 1 use.

1. Guidance was available to me in the selection of the system.

2. Specialized instruction concerning the system was available to me.

3. A specific person (or group) is available for assistance with system difficulties.

1. Using the system is compatible with all aspects of my work.

2. 1 think that using the system fits well with the way 1 like to work.

3. Using the system fits into my work style.

when both performance expectancy constructs and effort expectancy constructs are present, facilitating conditions becomes nonsignificant in predicting intention.

H4a: Facilitating conditions will not have a significant influence on behavioral intention.^

The empirical results also indicate that facilitating conditions do have a direct influence on usage beyond that explained by behavioral intentions alone (see Table 8). Consistent with TPB/DTPB, facilitating conditions are also modeled as a direct antecedent of usage (i.e., not fully mediated by

To test the nonsignificant relationship, we perform a power analysis in the results section.

intention). In fact, the effect is expected to increase with experience as users of technology find multiple avenues for help and support throughout the organization, thereby removing impediments to sustained usage (Bergeron et al. 1990). Organizational psychologists have noted that older workers attach more importance to receiving help and assistance on the job (e.g.. Hall and Mansfield 1975). This is further underscored in the context of complex IT use given the increasing cognitive and physical limitations asso- ciated with age. These arguments are in line with empirical evidence from Morris and Venkatesh (2000). Thus, when moderated by experience and age, facilitating conditions will have a significant influence on usage behavior.

H4b: The influence of facilitating con- ditions on usage will be mode-

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rated by age arid experience, such that the effect will be stronger for older workers, par- ticularly with increasing exper- ience.

Constructs Theorized Not to Be Direct Determinants of Intention

Although self-efficacy and anx/efy appeared to be significant direct determinants of intention in SCT (see Tables 5 and 6), UTAUT does not include them as direct determinants. Previous research (Venkatesh 2000) has shown self-efficacy and anxiety to be conceptually and empirically distinct from effort expectancy (perceived ease of use). Self-efficacy and anxiety have been modeled as indirectdeterminantsofintention fully mediated by perceived ease of use (Venkatesh 2000). Consis- tent W\ih this, we found that self-efficacy and anxiety appear to be significant determinants of intention in SCT—i.e., without controlling for the effect of effort expectancy. We therefore expect self-efficacy and anxiety to behave similarly, that is. to be distinct from effort expectancy and to have no direct effect on intention above and beyond effort expectancy.

H5a: Computer self-efficacy will not have a significant influence on behavioral intention.^

H5b: Compute anxiety will not have a significant influence on beha- viorai intention.''

Attitude toward using technology is defined as an individual's overall affective reaction to using a system. Four constructs from the existing models align closely with this definition: attitude toward behavior (TRA, TPB/DTPB. C-TAM-TPB). intrinsic

motivation^ (MM), affect toward use (MPCU), and affect (SCT). Table 13 presents the definitions and associated scale items for each construct. Each construct has a component associated with generalized feeling/affect associated with a given behavior (in this case, using technology). In examining these four constructs, it is evident that they all tap into an individual's liking, enjoyment. joy. and pleasure associated with technology use.

Empirically, the attitude constructs present an interesting case (see Tables 5. 6, and 7). In some cases (e.g.. TRA, TPB/DTPB. and MM), the attitude construct is significant across all three time periods and is also the strongest predictor of behavioral intention. However, in other cases (C- TAM-TPB. MPCU. and SCT). the construct was not significant. Upon closer examination, the attitudinal constructs are significant only when specific cognitions—in this case, constructs related to performance and effort expectancies— are not included in the model. There is empirical evidence to suggest that affective reactions (e.g., intrinsic motivation) may operate through effort expectancy (see Venkatesh 2000). Therefore, we consider any observed reiationship between attitude and intention to be spurious and resulting from the omission of the other key predictors (specifically, performance and effort expec- tancies). This spurious relationship likely stems from the effect of performance and effort expec- tancies on attitude (see Davis et al. 1989). The non-significance of attitude in the presence of such other constructs has been reported in pre- vious model tests (e.g., Taylor and Todd 1995a: Thompson et al. 1991), despite the fact that this finding is counter to what is theorized in TRA and TPB/DTPB. Given that we expect strong relation- ships in UTAUT between performance expectancy and intention, and between effort expectancy and intention, we believe that, consistent with the logic developed here, attitude toward using technology

To test the nonsignificant relationship, we perform a power analysis in the results section.

To test the nonsignificant relationship, we perfonm a power analysis in the results section.

p

Some perspectives differ on the role of intrinsic motivation. For example. Venkatesh (2000) models it as a determinant of perceived ease of use (effort expectancy). However, in the motivational model, it is shown as a direct effect on intention and is shown as such here.

MtS Quarterly Vol. 27 No. 3/September 2003 455

Venkatesh et ai/User Acceptance of IT

Table 13. Attitude Toward Using Technology: Scales

Construct

Attitude Toward Behavior (Davis etal. 1989: Fishbein and Ajzen 1975; Taylor and Todd 1995a, 1995b)

Intrinsic Motivation (Davis etal. 1992)

Affect Toward Use (Thompson et al. 1991)

Affect (Compeau and Higgins 1995b; Compeau etal. 1999)

Definition

An individual's positive or negative feelings about performing the target behavior.

The perception that users will want to perform an activity for no apparent reinforcement other than the process of performing the activity per se.

Feelings of joy, elation, or pleasure; or depression. disgust, displeasure, or hate associated by an individual with a particular act.

An individual's liking of the behavior.

Root Constructs, Definitions, and

Items

1. Using the system is a bad/good idea. 2. Using the system is a foolish/wise idea. 3. 1 dislike/like the idea of using the

system. 4. Using the system is unpleasant/

pleasant.

1. 1 find using the system to be enjoyable 2. The actual process of using the system

is pleasant. 3. 1 have fun using the system.

1. The system makes work more interesting.

2. Working with the system is fun. 3. The system is okay for some jobs, but

not the kind of job 1 want. (R)

1. 1 like working with the system. 2. 1 look forward to those aspects of my

job that require me to use the system. 3. Using the system is frustrating for me.

(R) 4. Once 1 start working on the system, 1

find it hard to stop. 5. 1 get bored quickly when using the

system. (R)

will not have a direct or interactive influence on intention.

H5c: Attitude toward using techno- logy will not have a significant Infiuence on behaviorai intention.^

Behavioral Intention

Consistent with the underlying theory for all of the intention models'" discussed in this paper, we expect that behavioral intention will have a significant positive influence on technology usage.

i-i6: Behavioral intention will have a significant positive influence on usage.

^ To test the absence of a relationship, we perform a power analysis in the results section.

10For example, see Sheppard et al. (1988) for an extended review of the intention-behavior relationship.

456 MiS Quarteriy Vol. 27 No. 3/September 2003

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Empirical Validation of UTAUT

Preliminary Test of UTAUT

Using the post-training data (T1) pooled across studies (N = 215), a measurement modei of the seven direct determinants of intention (using ail items that related to each of the constructs) was estimated. All constructs, with the exception of use, were modeled using reflective indicators. Ail internal consistency reliabilities (ICRs) were greater than ,70. The square roots of the shared variance between the constructs and their mea- sures were higher than the correlations across constructs, supporting convergent and discri- minant validity—see Table 14(a). The reverse- coded affect items of Compeau and Higgins (1995b) had loadings lower than .60 and were dropped and the model was reestimated. With the exception of eight loadings, all others were greater than .70, the level that is generally con- sidered acceptable (Fornell and Larcker 1981; see also Compeau and Higgins 1995a, 1995b; Com- peau etal. 1999)—see Table 15, Inter-item corre- lation matrices (details not shown here due to space constraints) confirmed that intra-construct Item correlations were very high while inter-con- struct item correlations were low. Results of similar analyses from subsequent time periods (T2 and T3) also indicated an identical pattern and are shown in Tables 14(b) and 14(c).

Although the structural modei was tested on all the items, the sample size poses a limitation here because of the number of latent variables and associated items. Therefore, we reanalyzed the data using only four of the highest loading items from the measurement model for each of the determinants; intention only employs three items and use is measured via a single indicator. UTAUT was estimated using data pooled across studies at each time period (N = 215). As with the model comparison tests, the bootstrapping method was used here to test the PLS models. An examination of the measurement model from the analysis using the reduced set of items was similar to that reported in Tables 14 and 15 in terms of reliability, convergent validity, discrimi- nant validity, means, standard deviations, and

correlations. The results from the measurement model estimations (with reduced items) are not shown here in the interest of space.

An examination of these highest loading items suggested that they adequately represented the conceptual underpinnings of the constructs—this preliminary content validity notwithstanding, we will return to this issue later in our discussion of the limitations of this work. Selection based on item loadings or corrected item-total correlations are often recommended in the psychometric literature (e.g., Nunnally and Bernstein 1994), This approach favors building a homogenous instrument with high internal consistency, but could sacrifice content validity by narrowing domain coverage," The items selected forfurther analysis are indicated via an asterisk in Table 15, and the actual items are shown in Table 16,

Tables 17(a) and 17(b) show the detailed model test results at each time period for intention and usage, respectively, including all lower-level interaction terms. Tables 17(a) and 17(b) also show the model with direct effects only so the reader can compare that to a model that includes the moderating influences. The variance ex- plained at various points in time by a direct effects-only model and the full model including interaction terms are shown in Tables 17(a) and 17(b) for intention and usage behavior, respec- tively.'^ We pooled the data across the different

Bagozzi and Edwards (1998) discuss promising new alternatives to this approach for coping with the inherent tension between sample size requirements and the number of items, such as full or partial aggregation of items.

PLS does not produce adjusted R^ we used an alternative procedure to estimate an adjusted R^ PLS estimates a measurement model that in turn is used to generate latent variable obsen/ations based on the loadings; these latent variable observations are used to estimate the structural model using OLS, Therefore, in order to estimate the adjusted R .̂ we used the latent variable observations generated from PLS and analyzed the data using hierarchical regressions in SPSS, We report the R' and adjusted R̂ from the hierarchical regressions. This allows for a direct comparison of variance explained from PLS with variance explained (both R̂ and adjusted R̂ ) from traditional OLS regressions and allows the reader to evaluate the variance explained-parsimony trade-off.

MIS Quarterly Vol. 27 No. 3/September 2003 457

Venicatesh et al./User Acceptance ofiT

Table 14. Measurement Model Estimation for the Preliminary Test of UTAUT

(a)T1 Results (N = 215)

PE

EE

ATUT

SI

FC

SE

ANX

Bl

ICR

.92

.91

.84

.88

.87

.89

.83

.92

Mean

5.12

4.56

4.82

4.40

4.17

5.01

3.11

4.07

S Dev

1.13

1.40

1.16

1.04

1.02

1.08

1.14

1.44

PE

.94

.31"**

.29"*

.30***

.18*

.14

-.10

.38***

EE

.91

.21**

-.16*

.31***

.33***

-.38***

.34***

ATUT

.86

.21**

.17*

.16*

-.40***

.25***

SI

.88

.21'*

.18**

-.20**

.35***

FC

.89

.33*"

-.18**

.19**

SE

.87

-.36***

.16*

ANX

.84

-.23"

Bl

.84

(b) T2 Results (N = 215)

PE

EE

ATUT

SI

FC

SE

ANX

Bl

ICR

.91

.90

.77

.94

.83

.89

,79

,90

Mean

4.71

5.72

5.01

3.88

3.79

5.07

3.07

4.19

S Dev

1.11

0.77

1.42

1.08

1.17

1.14

1.45

0.98

PE

.92

.30***

.25**

.27***

.19'

.24**

-.07 .41'**

EE

.90

.20**

-.19*

.31***

.35***

-.32*** .27***

ATUT

.86

.21**

.18*

.19**

-.35*** .23**

SI

.88

.20"

.21**

- . 2 1 "

.21**

FC

.86

.33"*

-.17*

.16*

SE

.75

-.35*"

.16*

ANX

.82

-.17*

Bl

.87

(c) T3 Results (N = 215)

PE

EE

ATUT

SI

FC

SE

ANX

Bl

ICR

.91

.94

.81

.92

.85

.90

.82

.90

Mean

4.88

5.88

5.17

3.86

3.50

5.19

2.99

4.24

S Dev

1.17

0.62

1.08

1.60

1.12

1.07

1.03

1.07

PE

.94

.34***

.21**

.27***

.19*

.14*

-.11 44***

EE

.91 24**

-.15 .28***

.30*** -.30***

.24**

ATUT

.79

.20**

.18*

.22**

-.30***

.20**

SI

.93

.22**

.20"

-.20**

.16'

FC

.84

.33**'

- .24"

.16*

SE

.77

-.32***

.16*

ANX

.82

-.14

Bl

.89

Notes: 1. ICR: Internal consistency reliability. 2. Diagonal elements are the square root of the shared variance between the constructs and

their measures; off-diagonal elements are correlations between constructs. 3. PE: Performance expectancy; EE: Effort expectancy; ATUT: Attitude toward using

technology; SI: Social influence; FC: Facilitating conditions; SE: Self-efficacy; ANX: Anxiety; Bl: Behavioral intention to use the system.

458 M/S Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of IT

Table 15. Item Loadings from PLS (N = 215 at Each Time Period)

P er

fo rm

an ce

E xp

ec ta

nc y

(P E)

E ffo

rt E

xp ec

ta nc

y (E

E) A

tti tu

de T

ow ar

d U

si ng

T ec

hn ol

og y

(A TU

T)

Items

U1 U2 U3 U4 U5 'U6

'RA1 RA2 RA3 RA4

*RA5 JF1 JF2 JF3 JF4 JF5 JF6 0E1 0E2 0 E 3 0 E 4 0 E 5 0 E 6 •0E7 E0U1 E0U2 •E0U3 E0U4 •E0U5 •E0U6

EU1 EU2 EU3 'EU4 C O I CO2 C 0 3 C04

' A l A2 A3

A4 IM1

IM2 !M3

'AF1 'AF2 AF3

'Affect 1 Affect2 Affect3

T1

82 .84

.81

.80

.81 ,88 ,87 .73 .70 .71 .86 ,70 .67 .74 .73 ,77 .81 .72 71 .75 .70 .72 .69 86 .90 .90 .94 .81 .91 .92 .84 .83 .89 ,91 .83 ,83 .81 .75 ,80 .67

.64

.72

.70

.72

.73

.79

.84

.71

.82 ,67

.62

T2

.81

.80

.84

.80

.78

.88

.90

.70

.69

.74

.88

.71

.73

.70

.79

.71

.78

.80 ,68 ,70 ,72 ,72 -79 .87 .89 .89 .96 .84 ,90 ,92 .80 88 .84 .91 .82 .78 .84 .73

.83 ,64

,64 ,71

.78

.72

.75

.77

.83

.70

.85

.70

.68

T3

.80

.81 ,84 .84 ,84 .90 .90 .79 .83 .74 .94 .69 .64 ,79 .71 .73 .81 .75 .77 .70 ,67 ,70 .74

.90

.83

.88

.91 88 .90 .93 .84

,85 .80 .92 .81 .80 .80 .78

.85

.65

.71

.64

,72 .78

,81 .84 .84

.69

.82

.70

.64

S oc

ia l I

nf lu

en ce

(S I)

F ac

ili ta

tin g

C on

di tio

ns (F

C )

S el

f-E ffi

ca cy

(S E

) A

nx ie

ty (A

N X

)

£ OS

Items

•SN1 'SN2 SF1 *SF2 SF3 *SF4

11 12 13

PBC1 •PBC2 *PBC3 PBC4 -PBC5

FC1 FC2 'FC3

C l

C2 C3

*SE1 SE2 SE3 •SE4 SE5 'SE6 'SE7 SE8

•ANX1 •ANX2 'ANX3 'ANX4

'BM

'BI2

*BI3

TI

.82

.83

.71

.84

.72

.80

.69

.65 -71

72 84 .81

.71

.80

.74

.78

.80

.72

.71

.78

,80 .78 .72 .80 .77 ,81 .87 .70 ,78 .71 ,72 ,74

.88

,82

.84

T2

.85

.85

.69

.80

.74

.82

.72 ,76 ,72 ,66 ,81 .81

.69

.82

.73

.77

.80

.72

.74

.77

.83

.80

.79

.84

.74 ,82 -85 .69 .74 .70 ,69 .72 .84

,86

,88

T3

.90

.84

.76

.90

.77 ,84

,72 .70 .69 .62 .80 .82

.70

.80

.69

.64

.82

.70

.74

.70

.84

.80

.74

.84

.69

.82

.86

.72

.69 ,72 ,73 .77

88

.88

87

Notes: 1. The loadings at T l , T2. and T3 respectively are from separate measurement model tests and relate to Tables 14(a). 14(b), and 14(c) respectively.

2. Extrinsic motivation (EM) was measured using the same scale as perceived usefulness (U), 3. Items denoted with an asterisk are those that were selected for inclusion in the test of UTAUT.

tVttS Quarterly Vol. 27 No. 3/Septerrjber 2003 459

Venkatesh et aL/User Acceptance of IT

Table 16. Items Used in Estimating UTAUT

Performance expectancy U6: I would find the system useful in my job. RA1: Using the system enables me to accomplish tasks more quickly. RA5; Using the system increases my productivity. 0E7: If I use the system, I will increase my chances of getting a raise.

Effort expectancy E0U3: My interaction with the system would be clear and understandable. E0U5: It would be easy for me to become skillful at using the system. E0U6: I would find the system easy to use. EU4: Learning to operate the system is easy for me.

Attitude toward using technology A l : Using the system is a bad/good idea. AF1: The system makes work more interesting. AF2: Working with the system is fun. Affecti: I like working with the system.

Social influence SN1; Peoplewhoinfluencemybehaviorthink that I should use the system. SN2: People who are important to me think that I should use the system. SF2: The senior management of this business has been helpful in the use of the system. SF4: In general, the organization has supported the use of the system.

Facilitating conditions PBC2; I have the resources necessary to use the system. PBC3: I have the knowledge necessary to use the system. PBC5: The system is not compatible with other systems I use. FC3: A specific person (or group) is available for assistance with system difficulties.

Self-efficacy I could complete a job or task using the system... SE1; If there was no one around to tell me what to do as I go. SE4: If I could call someone for help if I got stuck. SE6: If 1 had a lot of time to complete the job for which the software was provided. SE7: If I had just the built-in help facility for assistance.

Anxiety ANX1: ANX2:

ANX3; ANX4;

I feel apprehensive about using the system. It scares me to think that I could lose a lot of information using the system by hitting the wrong key. I hesitate to use the system for fear of making mistakes I cannot correct. The system is somewhat intimidating to me.

Behavioral intention to use the system BI1; I intend to use the system in the next <n> months. BI2: I predict I would use the system in the next <n> months. BI3: I plan to use the system in the next <n> months.

460 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of iT

points of measurement by converting time period (experience) into a moderator. The column titled Pooled Analysis" reports the results of this

analysis. Caution is necessary when conducting such analyses and the reader is referred to Appendix A for a discussion of the potential con- straints of pooling. Also reported in Appendix A are the statistical tests that we conducted prior to pooling the data for the analysis in Table 17.

As expected, the effect of performance expec- tancy was in the form of a three-way inter- action—the effect was moderated by gender and age such that it was more salient to younger workers, particularly men, thus supporting HI . Note that a direct effect for performance expec- tancy on intention was observed; however, these main effects are not interpretable due to the presence of interaction terms (e.g., Alken and West 1991). The effect of effort expectancy was via a three-way interaction—the effect was moder- ated by gender and age (more salient to women and more so to older women). Based on Chow's test of beta differences (p < .05), effort expectancy was more significant with limited exposure to the technology (effect decreasing with experience), thus supporting H2. The effect of social influence was via a four-way interaction—with its role being more important in the context of mandatory use, more so among women, and even more so among older women. The Chow's test of beta differences (p < .05) indicated that social influence was even more significant in the early stages of individual experience with the technology, thus supporting H3. Facilitating conditions was nonsignificant as a determinant of intention, thus supporting H4a." As expected self-efficacy, anxiety, and attitude did not have any direct effect on intention, thus supporting H5a, H5b, and H5c. Three of the four

'•^Since these two hypotheses were about nonsignificant relationships, the supportive results should be inter- preted with caution, bearing in mind the power analysis reported in the text. In this case, (he concern about the lack of a reiationship is somewhat alleviated as some previous research in this area has found attitude and facilitating conditions to not be predictors of intention in the presence of performance expectancy ar^d effort expectancy constructs (see Taylor and Todd 1995b; Venkatesh 2000).

nonsignificant determinants (i.e.. self-efficacy, anxiety, and attitude) were dropped from the model and the model was reestimated; facilitating conditions was not dropped from the model because of its role in predicting use." The re- estimated model results are shown in Table 17.

In predicting usage behavior (Table 17b), both behavioral intention (H6) and facilitating conditions were significant, with the latter's effect being moderated by age (the effect being more impor- tant to older workers); and, based on Chow's test of the beta differences (p < .05), the effect was stronger with increasing experience with the technology (H4b). Since H4a, H5a, H5b, and H5c are hypothesized such that the predictor is not expected to have an effect on the dependent variable, a power analysis was conducted to examine the potential for type II error. The likeli- hood of detecting medium effects was over 95 percent for an alpha level of .05 and the likelihood of detecting small effects was under 50 pecent.

Cross-validation of UTAUT

Data were gathered from two additional organi- zations to further validate UTAUT and add external validity to the preliminary test. The major details regarding the two participating organi- zations are provided in Table 18. The data were collected on the same timeline as studies 1 and 2 (see Figure 2). The data analysis procedures were the same as the previous studies. The results were consistent with studies 1 and 2. The items used in the preliminary test of UTAUT (listed in Table 16) were used to estimate the mea- surement and structural models in the new data. This helped ensure the test of the same model in both the preliminary test and this validation, thus limiting any variation due to the changing of items. UTAUT was then tested separately for each time

Since these two hypotheses were about nonsignificant relationships, the supportive results should be inter- preted with caution after consideration of the power analyses reported in the text. The results are presented here for model completeness and to allow the reader to link the current research with existing theoretical perspectives in this domain.

JW/S Quarterly Vol. 27 No. 3/September 2003 461

Venkatesh et al./User Acceptance of IT

Table 17, Preliminary Test of UTAUT (a) Dependent Variable: Intention

R^(PLS) R̂ (hierarchical regrn.)

Adjusted R̂ (hierarchical regrn.)

Performance expectancy (PE) Effort expectancy (EE) Social influence (SI) Facilitating conditions (FC) Gender (GDR) Age (AGE) Voluntariness (VOL) Experience (EXP) PE « GDR PE X AGE GDR X AGE PE '< GDR >^ AGE EE " GDR EE X AGE EE X EXP GDR X AGE (included earlier) GDR X EXP AGE » EXP EE X GDR X AGE EE X GDR X EXP EE X AGE X EXP GDR X AGE X EXP EE X GDR X AGE " EXP SI X GDR SI X AGE SI X VOL SI X EXP GDR X AGE (included earlier) GDR X VOL GDR X EXP (included earlier) AGE X VOL AGE X EXP (included earlier) VOL X EXP SI X GDR X AGE SI X GDR X VOL SI X GDR X EXP SI X AGE X VOL SI X AGE X EXP SI X VOL X EXP

Tl (N = 215)

DONLY

.40

.39

.35

.46'*'

.20*

.13

.03

.04

.08 01

D + l

.51

.51

.46

.17*

-.12 .10 .04

,02

.02

.04

.07

.13

.07

,52— .17-

08

Earlier

2 2 "

.11

01

.02

Earlier .01

.00

-.10 - 0 1

- 17'

T2 (N = 215)

DONLY

,41

-41

.38

.57*'*

.08

.10

.02

,04

.09

.03

D + l

.52

.51

.46

.15* ,02 .07 .01 .01 .08 02

17-

04

.02

.55— 08

04

Earlier

20-"

00

on .01

rarlier 04

02

.02

03

02

T3 (N = 215)

DONLY

.42

.42

.36

.59"*

.09

.07

.01

,02 ,01 .04

D + l

.50

.50 ,45

.16'

.11

,04

.01

.01 -.08 -.04

.Of̂

10

02

5 7 " -

09

02

Earlier

18'

.02

01

.1)2

rarli(-;r

02

06

.04

02

06

Pooled (N = 645)

DONLY

.31

.31

.27

.53"*

.10

.11

.09

.03

.06

.02

.04

D + l

.76 ,77 ,69

.18' ,04 .01

.04

.01

.00

.00

.00 02

01

06

55—

02

.04

.02

Earlier 02

.01

.01

-.10 - 0 2

- 06 _ 2 7 " '

02

.02

.06

.04

Earlier 01

Earlier 02

Earlier .02

.04

.01

01

.06

01

00

462 MiS Quarteriy Voi. 27 No. 3/September 2003

Venkatesh et al./User Acceptance ot IT

Table 17. Preliminary Test of UTAUT (Continued)

GDR X AGE X VOL

GDR X AGE X EXP {included earlier) GDR X VOL X EXP AGE X VOL X EXP SI X GDR X AGE X VOL GDR X AGE X VOL x EXP SI X GDR X AGE " VOL x EXP

T1 (N = 215)

DONLY

J

!

D + l .02

T2 (N = 215)

DONLY D + I

02

23* •

T3 (N = 215)

DONLY D + l

01

20 •

Pooled (N = 645)

DONLY D + l

.00 Earlier

.00

.01

.04

.02 - .28" '

(b) Dependent Variable: Usage Behavior R^(PLS) R̂ (hierarchical regrn.) Adjusted R̂ (hierarchical regrn.)

Behavioral Intention (Bl) Facilitaling conditions (FC) Age (AGE)

Experience (EXP) FC X AGE FC X EXP AGE X EXP FC X AGE X EXP

.37

.37

.36

,61*" .05 .02

.43

.43 ,41

.57"*

.07

.02

22-

.36

.36

.35

.60**-

.06

.01

.43

.43

.40

.58"'

.07

.02

24-

.39

.39

.38

.58"' 18' (14

.44 ,43 .41

.59"*

.07 13

27-*

.38

.38

.37

.59*"

.10

.53

.52

.47

.52"-

.11

.08 06 .02 .00 .01 .23"

Notes: 1. D ONLY: Direct effects only; D + l: Direct effects and interaction terms, 2. "Included earlier" indicates that the term has been listed earlier in the table, but is included again for

completeness as it relates to higher-order interaction terms being computed. Grayed out cells are not applicable for the specific column,

Table 18. Description of Studies

Study Industry Functional

Area

i

Sample Size System Description

Voluntary Use

3 Financial Services

Research 80 TInis software application was one of the resources available to analysts to conduct research on financial investment opportunities and IPOs

Mandatory Use

4 Retail Electronics

Customer Service

53 Application that customer service representa- tives were required to use to document and manage service contracts

MIS Quarterly Vol. 27 No. 3/September 2003 463

Venkatesh et al./User Acceptance of IT

Table 19. Measurement Model Estimation for the Cross-Validation of UTAUT

(a) T1 Results (N = 133)

PE

EE

ATUT

SI

FC

SE

ANX

Bl

ICR

.90

.90

.80

.91

.85

.85

.82

.89

Mean

4.87

3.17

2.67

4.01

3.12

4.12

2.87

4,02

S Dev

1.20

1.09

0.87

1.07

1,11

1.08

0.89

1.19

PE

.88

.30"' 28-*-

.34*"

.18*

.19"

-.17*

.43"*

EE

.93

.16*

-.21*

.30*"

.37"*

- .41*"

.31"*

ATUT

.80

.20*

.15*

.17*

.23*"

SI

.89

.14

,22**

-,22"

.31*"

FC

.84

. 41"*

-.25**

.22*

SE

.82

-.35*" 24*.

ANX

.80

-.21*"

Bl

.85

(b) T2 Results (N=133)

PE

EE

ATUT

SI

FC

SE

ANX

Bl

ICR

.90

.92

.84

,92

.88

.87

.83

.88

Mean

4.79

4.12

3.14

4.11

3.77

4.13

3.00

4.18

S Dev

1.22

1.17

0.79

1,08

1,08

1.01

0.82

0.99

PE

.91

.34"*

.32*"

.30""

,19*

.21**

-.17*

.40***

EE

.89

,18**

-.20*

.31*"

.38*"

-.42*"

.24"

ATUT

.78

. 2 1 "

.13

.25"

- .32*"

. 2 1 "

SI

.91

.11

.20"

-.24**

.24**

FC

.86

.35***

-.26*

.20*

SE

.80

-.36***

. 2 1 "

ANX

.81

-.22**

Bl

.88

(c) T3 Results {N = 133)

PE

EE

ATUT

Si

FC

SE

ANX

Bl

ICR

.94

.92

.83

.92

.88

.87

.85

.90

Mean

5.01

4.89

3.52

4.02

3.89

4.17

3.02

4.07

S Dev

1.17

0.88

1.10

1.01

1.00

1.06

0.87

1.02

PE

.92

.34**"

.30"*

.18*

.18"

-.15*

.41*"

EE

.90

.19"

-.21*

.31*"

.32***

- . 3 1 " '

.20**

ATUT

.80

.21**

.14

.21*

-.28*"

.21*

SI

.84

,15

.20*

-.22*

.19*

FC

.81

.35"*

-,25*

,20*

SE

.84

-.38*"

.20*

ANX

.77

- .21* '

Bl

,84

Notes: 1. ICR: Internal consistency reliability. 2. Diagonal elements are the square root of the shared variance between the constructs and

their measures; off-diagonal elements are correlations between constructs. 3. PE: Performance expectancy; EE: Effort expectancy; ATUT: Attitude toward using

technology; SI: Social influence; FC: Facilitating conditions; SE: Self-efficacy; ANX: Anxiety; Bl: Behavioral intention to use the system.

464 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of IT

Table 20. Item Loadings from PLS (N=133 at each time period)

Performance Expectancy

(PE)

Effort Expectancy

(EE)

Attitude Toward Using

Technology (ATUT)

Social Influence

(SI)

Items

U6

RA1

F?A5

OE7

EOU3

E0U5

E0U6

EU4

Al

AF1

AF2

Affecti

SN1

SN2

SF2

SF4

T1

.91

.90

.94

.89

.91

.92

.93

.87

.84

.82

.80

.87

.94

.90

.89

.92

T2

.92

.89

.89

.90

.90

.91

.90

.87

.80

.83

.80

.84

.90

.93

.92

.81

T3

.91

.88

.90

.91

.94

.90

.89

.90

.86

.77

.76

.76

.90

.88

.94

.79

Facilitating Conditions

(FC)

Self-Efficacy (SE)

Anxiety (ANX)

Intention (Bl)

Items

PBC2

PBC3

PBC5

FC3

SE1

SE4

SE6

SE7

ANX1

ANX2

ANX3

ANX4

BI1

BI2

BI3

T1

.84

.88

.86

.87

.90

.88

.80

.81

.80

.84

.83

.84

.92

.90

.90

T2

.88

.89

.89

.78

.84

.82

.85

.77

.84

.84

.80

.77

.90

.90

.92

T3

.85

.88

.84

.81

.88

.81

.79

.75

.80

.82

.83

.83

.91

.91

.92

Note: The loadings at T1 , T2, and T3 respectively are from separate measurement model tests and relate to Tables 18(a), 18(b), and 18(c) respectively.

Table 21. Cross-Validation of UTAUT

(a) Dependent Variable: Intention

R-̂ (PLS) R' (hierarchical regrn.) Adjusted R' (hierarchical regrn.)

Performance expectancy (PE) Effort expectancy (EE) Social influence (SI) Facilitating conditions (FC) Gender (GDR) Age (AGE) Voluntariness (VOL) Experience (EXP) PE X GDR PE X AGE GDR « AGE EE « GDR EE X AGE EE K EXP

T1 (N = 133)

DONLY

,42 .41 .37

.45"*

.22"

.02

.07

.02

.01

.00

D + l

.52

.52

.48

.15

.02

.04

.01

,06 .00 .00

14

Oij

02

- 06 - 02

T2 (N = 133)

DONLV

.41

.41

.36

.59"*

.06

.04

.00

.01

.07 01

D + l

52 .52 47

,16* .06 .04 .08 .04 .02 .06

\i-

01 04

02

01

T3 (N = 133)

DONLY

.42

.42

.36

.59"*

.04

.02

.01

.07

.02 02

D + l

.51

.51

.46

.15*

.01

.01

.00

.02

.01

.04

.18- 02

04

.04

02

Pooled {N = 399)

DONLY

.36 36 .30

,53"* .10 .02 .07 .03 .07 .00 .08

D + l

.77

.77

.70

.14 ,02 ,02 .01 .03 .01

.01

.00

.01

- 0 4

-.02 - 0 9

-.04 .01

MIS Quarterly Vol. 27 No. 3/September 2003 465

Venkatesh et al./User Acceptance of IT

Table 21. Cross-Validation of UTAUT (Continued)

GDR ^ AGE (included earlier) GDR X EXP AGE X EXP

EE X GDR X AGE

EE X GDR X EXP

EE X AGE X EXP

GDR X AGE X EXP

EE X GDR X AGE x EXP

SI X GDR

SI X AGE

SI X VOL

SI X EXP

GDR « AGE (included eariierl

GDR X VOL

GDR X EXP (included earlier)

AGE X VOL

AGE "̂ EXP (included earlier)

VOL X EXP

SI X GDR X AGE

SI X GDR X VOL

SI X GDR X EXP SI X AGE X VOL

SI X AGE « EXP

SI X VOL X EXP

GDR X AGE X VOL

GDR X AGE X EXP (included earlier) GDR X VOL X EXP

AGE X VOL X EXP

SI X GDR X AGE X VOL

GDR X AGE X VOL x EXP

Si X GDR X AGE X VOL x EXP

T1 (N =133)

DONLY D + l

Earlier

2 1 "

- 0 6

02

01

Earlier .04

no

-.03 04

01

.27"*

T2 (N = 133)

DONLY D + l

Earlier

18-

.00

.01

04

Earlier .02

.01

- 01 - 03

02

06

2 1 "

T3 (N = 133)

DONLY D + l

Earlier

16-

0? n-i 00

Earlier -.03

00

-07

04

00

.01

16'

Pooled (N = 399)

DONLY D + l

Earlier .02

06

.04

00

00

01

-.25"* -.07

02

00

02

Earlier 02

Earlier 07

Efirlier .02 .00 .00 00 01

07

02

.04

Earlier

01

00

01

.00

-.29"-

(b) Dependent Variable: Usage Behavior R̂ (PLS)

R̂ (hierarchical regrn.)

Adjusted R̂ (hierarchical regrn.)

Behavioral intention (Bl)

Facilitating conditions (FC)

Age (AGE)

Experience (EXP)

FC X AGE

FC X EXP

AGE X EXP

FC X AGE X EXP

.37

.37 ,36

.60*" 04 06

.44 ,43 .41

.56"*

.11

.02

.17-

.36

.36

.35

.59*"

.01

.06

.41

.41

.38

.50*"

.01 -.03

2,- .

.36 36

.35

.59"*

.02 -.03

.44

.44

.41

.56*"

.06 -.01

2 4 "

.38

.37

.36

.59"*

.14*

.06

.52

.52

.48

. 5 1 " *

.08 02

10

01

-.06 -.07 .22"*

Notes: 1. D ONLY: Direct effects only; D + l: Direct effects and interaction terms. 2. "Included earlier" indicates that the term has been listed earlier in the table, but is included again for

completeness as it relates to higher-order interaction terms being computed. Grayed out cells are not applicable for the specific column.

466 MIS Quarterly Vol. 27 No. 3/September 2003

Venkatesh et al./User Acceptance of IT

period (N = 133 at each time period). The mea- surement models are shown in Tables 19 and 20. The pattern of results in this validation (Tables 21(a) and 21(b)) mirrors what was found in the preliminary test (Table 17). The last column of Tables 21 (a) and 21 (b) reports observations from the pooled analysis as before. Appendix B reports the statistical tests we conducted prior to pooling the data for the cross-validation test, consistent with the approach taken in the preliminary test. Insofar as the no-relationship hypotheses were concerned, the power analysis revealed a high likelihood (over 95 percent) of detecting medium effects. The variance explained was quite com- parable to that found in the preliminary test of UTAUT.

Discussion

The present research set out to integrate the fragmented theory and research on individual acceptance of information technology into a uni- fied theoretical model that captures the essential elements of eight previously established models. First, we identified and discussed the eight specific models of the determinants of intention and usage of information technology. Second, these models were empirically compared using within-subjects, iongitudinai data from four organi- zations. Third, conceptual and empirical simi- larities across the eight models were used to formulate the Unified Theory of Acceptance and Use of Technology (UTAUT). Fourth, the UTAUT was empirically tested using the original data from the four organizations and then cross-validated using new data from an additional two organi- zations. These tests provided strong empirical support for UTAUT, which posits three direct determinants of intention to use (performance expectancy, effort expectancy, and social influ- ence) and two direct determinants of usage behavior (intention and facilitating conditions). Significant moderating influences of experience, voluntariness, gender, and age were confirmed as integral features of UTAUT. UTAUT was able to account for 70 percent of the variance (adjusted R )̂ in usage intention—a substantial improvement

over any of the original eight models and their extensions. Further, UTAUT was successful In integrating key elements from among the initial set of 32 main effects and four moderators as determinants ofintention and behavior collectively posited by eight alternate models into a model that incorporated four main effects and four moderators.

Thus, UTAUT is a definitive model that synthe- sizes what is known and provides a foundation to guide future research in this area. By encom- passing the combined explanatory power of the individual models and key moderating influences, UTAUT advances cumulative theory while re- taining a parsimonious structure. Figure 3 pre- sents the model proposed and supported. Table 22 presents a summary of the findings. It should be noted that performance expectancy appears to be a determinant of intention in most situations: the strength of the relationship varies with gender and age such that it is more signi- ficant for men and younger workers. The effect of effort expectancy on intention is also moderated by gender and age such that it is more significant for women and older workers, and those effects decrease with experience. The effect of social influence on intention is contingent on all four moderators included here such that we found it to be nonsignificant when the data were analyzed without the inclusion of moderators. Finally, the effect of facilitating conditions on usage was only significant when examined in conjunction with the moderating effects of age and experience—i.e., they only matter for older workers in later stages of experience.

Prior to discussing the implications of this work, it is necessary to recognize some of its limitations. One limitation concerns the scales used to mea- sure the core constructs. For practical analytical reasons, we operationalized each of the core constructs in UTAUT by using the highest-loading items from each of the respective scales. This approach is consistent with recommendations in the psychometric literature (e.g,, Nunnally and Bernstein 1994). Such pruning of the instrument was the only way to have the degrees of freedom necessary to model the various interaction terms

MIS Quarteriy Voi. 21 No. 3/September 2003 467

Venkatesh et al./User Acceptance of IT

Table 22. Summary of Findings

Hypothesis Number

HI

H2

H3

H4a

H4b

H5a

H5b

H5c

H6

Dependent Variables

Behavioral intention

Behavioral intention

Behavioral intention

Behavioral intention

Usage

Behavioral intention

Behavioral intention

Behavioral intention

Usage

Independent Variables

Performance expectancy

Effort expectancy

Social infiuence

Facilitating conditions

Facilitating conditions

Computer self-efficacy

Computer anxiety

Attitude toward using tech.

Behavioral intention

Moderators

Gender, Age

Gender, Age, Experience

Gender, Age, Voluntariness, Experience

None

Age, Experience

None

None

None

None

Explanation

Effect stronger for men and younger workers

Effect stronger for women. older workers, and those with limited experience

Effect stronger for women. older workers, under conditions of mandatory use, and with limited experience

Nonsignificant due to the effect being captured by effort expectancy

Effect stronger for older workers with increasing experience

Nonsignificant due to the effect being captured by effort expectancy

Nonsignificant due to the effect being captured by effort expectancy

Nonsignificant to the effect being captured by process expectancy and effort expectancy

Direct effect

at the item level as recommended by Chin et al, (1996). However, one danger of this approach is that facets of each construct can be eliminated, thus threatening content validity. Specifically, we found that choosing the highest-loading items resulted in items from some of the models not being represented in some ofthe core constructs (e,g., items from MPCU were not represented in performance expectancy). Therefore, the mea- sures for UTAUT should be viewed as preliminary and future research should be targeted at more fully developing and validating appropriate scales

for each of the constructs with an emphasis on content validity, and then revalidating the model specified herein (or extending it accordingly) with the new measures. Our research employed stan- dard measures of intention, but future research should examine alternative measures of intention and behavior in revalidating or extending the research presented here to other contexts.

From a theoretical perspective, UTAUT provides a refined view of how the determinants of intention and behavior evolve over time. It is important to

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Venkatesh et at./User Acceptance of IT

emphasize that most of the key relationships in the model are moderated. For example, age has received very little attention in the technology acceptance research literature, yet our results indicate that it moderates all of the key relation- ships in the model. Gender, which has received some recent attention, is also a key moderating influence; however, consistent with findings in the sociology and social psychology literature (e.g., Levy 1988), it appears to work in concert with age, a tieretofore unexamined interaction. For exam- ple, prior research has suggested that effort expectancy is more salient for women (e.g., Venkatesh and Morris 2000). While this may be true, our findings suggest tfiis is particularly true for the older generation of workers and those with relatively tittle experience with a system. Wtiile existing studies have contributed to our under- standing of gender and age influences indepen- dently, the present research illuminates the inter- play of these two key demographic variables and adds richness to our current understanding of the phenomenon. We interpret our findings to sug- gest that as the younger cohort of employees in the workforce mature, gender differences in how each perceives information technology may disappear. This is a hopeful sign and suggests that oft-mentioned gender differences in the use of information technology may be transitory, at least as they relate to a younger generation of workers raised and educated in the Digital Age.

The complex nature ofthe interactions observed, particularly for gender and age, raises several interesting issues to investigate in future research, especially given the interest in today's societal and workplace environments to create equitable settings for women and men of all ages. Future research should focus on identifying the potential magic number" for age where effects begin to

appear (say for effort expectancy) or disappear (say for performance expectancy). While gender and age are the variables that reveal an inter- esting pattern of results, future research should identify the underlying influential mechanisms— potential candidates here include computer literacy and sociai or cultural background, among others. Finally, although gender moderates three key relationships, it is imperative to understand

the importance of gender roles and the possibility that "psychological gender" is the root cause for the effects observed. Empirical evidence has demonstrated that gender roles can have a pro- found impact on individual attitudes and behaviors both within and outside the workplace (e.g., Baril et al. 1989; Feldman and Aschenbrenner 1983; Jagacinski 1987; Keys 1985; Roberts 1997; Sachs et al. 1992; Wong et al. 1985). Specifically, gen- der effects observed here could be a manifesta- tion of effects caused by masculinity, femininity, and androgyny rather than just "biological sex" (e.g., Lubinski et al. 1983). Future work might be directed at more closely examining the importance of gender roles and exploring the socio-psycho- logical basis for gender as a means for better understanding its moderating role.

As is evident from the literature, the role of social influence constructs has been controversial. Some have argued for their inclusion in models of adoption and use (e.g., Taylor and Todd 1995b; Thompson et al. 1991). while others have not included them (e.g., Davis et al. 1989). Previous work has found social influence to be significant only in mandatory settings (see Hartwick and Barki 1994; Venkatesh and Davis 2000). Other work has found social influence to be more significant among women in early stages of experience (e.g., Venkatesh and Morris 2000). Still other research has found social influence to be more significant among older workers (e.g., Morris and Venkatesh 2000). This research is among the first to examine these moderating influ- ences in concert. Our results suggest that social influences do matter; however, they are more likely to be salient to older vi/orkers, particularly women, and even then during early stages of experience/adoption. This pattern mirrors that for effort expectancy with the added caveat that social influences are more likely to be important in mandatory usage settings. The contingencies identified here provide some insights into the way in which social influences change over time and may help explain some of the equivocal results reported in the literature. By helping to clarify the contingent nature of social influences, this paper sheds light on when social influence is likely to play an important role in driving behavior and when it is less likely to do so.

MIS Quarterly Vol. 27 No. 3/September 2003 469

Venkatesh et al./User Acceptance of IT

UTAUT underscores this point and highlights the importance of contextual analysis in developing strategies for technology implementation within organizations. While each ofthe existing models in the domain is quite successful in predicting technology usage behavior, it is only when one considers the complex range of potential moder- ating influences that a more complete picture of the dynamic nature of individual perceptions about technology begins to emerge. Despite the ability of the existing models to predict intention and usage, current theoretical perspectives on indivi- dual acceptance are notably weak in providing prescriptive guidance to designers. For example, applying any ofthe models presented here might inform a designer that some set of individuals might find a new system difficult to use. Future research should focus on integrating UTAUT with research that has identified causal antecedents of the constructs used within the model (e.g.. Karahanna and Straub 1999; Venkatesh 2000; Venkatesh and Davis 2000) in order to provide a greater understanding of how the cognitive pheno- mena that were the focus of this research are formed. Examples of previously examined deter- minants of the core predictors include system characteristics (Davis et al. 1989) and self-efficacy (Venkatesh 2000). Additional determinants that have not been explicitly tied into this stream but merit consideration in future work include task- technology fit (Goodhue and Thompson 1994) and individual ability constructs such as "g"—general cognitive ability/intelligence (Colquitt et al. 2000).

While the variance explained by UTAUT is quite high for behavioral research, further work should attempt to identify and test additional boundary conditions of the model in an attempt to provide an even richer understanding of technology adop- tion and usage behavior. This might take the form of additional theoretically motivated moderating influences, different technologies (e.g., collabora- tive systems, e-commerce applications), different usergroups (e.g., individuals in different functional areas), and other organizational contexts (e.g., public or government institutions). Results from such studies will have the important benefit of enhancing the overall generalizability of UTAUT and/or extending the existing work to account for additional variance in behavior. Specifically, given

the extensive moderating influences examined here, a research study that examines the general- izability of these findings with significant repre- sentation in each cell (total number of cells: 24; two levels of voluntariness, three levels of experi- ence [no, limited, more], two levels of gender, and at least two levels of age [young vs. old]) would be valuable. Such a study would allow a palnwise, inter-cell comparison using the rigorous Chow's test and provide a clear understanding of the nature of effects for each construct in each cell. Related to the predictive validity of this class of models in general and UTAUT in particular is the role of intention as a key criterion in user accep- tance research—future research should investi- gate other potential constructs such as behavioral expectation (Warshaw and Davis 1985) or habit (Venkatesh et al. 2000) in the nomological net- work. Employing behavioral expectation will help account for anticipated changes in intention (Warshaw and Davis 1985) and thus shed light even in the early stages of the behavior about the actual likelihood of behavioral performance since intention only captures internal motivations to perform the behavior. Recent evidence suggests that sustained usage behavior may not be the result of deliberated cognitions and are simply routinized or automatic responses to stimuli (see Venkatesh et al. 2000).

One of the most important directions for future research is to tie this mature stream of research into other established streams of work. For example, little to no research has addressed the link between user acceptance and individual or organizational usage outcomes. Thus, while it is often assumed that usage will result in positive outcomes, this remains to be tested. The unified model presented here might inform further inquiry into the short- and long-term effects of information technology implementation on job-related out- comes such as productivity, job satisfaction, organizational commitment, and other perfor- mance-oriented constructs. Future research should study the degree to which systems per- ceived as successful from an IT adoption per- spective (i.e., those that are liked and highly used by users) are considered a success from an organizational perspective.

470 MIS Quarterly Vol. 27 No. 3/September 2003

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Conclusion

Following from the Unified Theory of Acceptance and Use of Technology presented here, future research should focus on identifying constructs that can add to the prediction of intention and behavior over and above what is already known and understood. Given that UTAUT explains as much as 70 percent of the variance in intention, it is possible that we may be approaching the practical limits of our ability to explain individual acceptance and usage decisions in organizations. In the study of information technology implemen- tations in organizations, there has been a proliferation of competing explanatory models of individual acceptance of information technology. The present work advances individual acceptance research by unifying the theoretical perspectives common in the literature and incorporating four moderators to account for dynamic influences including organizational context, user experience, and demographic characteristics.

Acknowledgements

The authors thank Cynthia Beath (the senior editor), the associate editor, and the three anony- mous reviewers. We also thank Heather Adams, Wynne Chin, Deborah Compeau, Shawn Curley. Ruth Kanfer, Phillip Ackerman, Tracy Ann Sykes, Peter Todd, Shreevardhan Leie, and Paul Zantek. Last, but not least, we thank Jan DeGross for her tireless efforts in typesetting this rather long paper.

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Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. "Extrinsic and Intrinsic Motivation to Use Com- puters in the Workplace," Journal of Applied Social Psychoiogy (22:14), 1992, pp. 1111- 1132.

Davis, F. D., Bagozzi, R. P., and Warshaw. P. R. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Man- agement Science (35:8), 1989, pp. 982-1002.

Efron, B., and Gong, G. "A Leisurely Look at the Bootstrap, the Jackknife, and Cross-Validation," The American Statistician (37:1), 1983, pp. 36- 48.

Eichinger, J.. Heifetz, L.J., and Ingraham, C. "Situational Shifts in Sex Role Orientation: Correlates of Work Satisfaction and Burnout Among Women in Special Education," Sex Roles (25:7/8), 1991, pp. 425-430.

Feldman. S. S., and Aschenbrenner, B. "Impact of Parenthood on Various Aspects of Mascu- linity and Femininity: A Short-Term Longitu- dinal Study," Deveiopmentai Psyci^ology{^9:2), 1983, pp. 278-289.

Fiske, S. T., and Taylor, S. E. Sociai Cognition. McGraw-Hill, New York, 1991.

Fishbein, M., and Ajzen, I. Belief, Attitude. Inten- tion and Behavior: An introduction to Theory and Research. Addison-Wesley, Reading, MA. 1975.

Fornell, C, and Larcker, D. F. "Evaluating Struc- tural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics," Journai ofMari<eting Research (18:3), 1981, pp. 382-388.

French, J. R. P., and Raven, B. "The Bases of Social Power," in Studies in Sociai Power. D. Cardwright (ed). Institute for Social Research, Ann Arbor. Ml, 1959, pp. 150-167.

Goodhue, D. L. "Understanding User Evaluations of Information Systems," Management Science (41:12), 1995, pp. 1827-1844.

Goodhue, D. L., and Thompson, R. L. "Task- Technology Fit and Individual Performance," MIS Quarterly 09:2). 1995. pp. 213-236.

Hall, D., and Mansfield. R. "Relationships of Age and Seniority with Career Variables of Engi- neers and Scientists," Journai of Applied Psychology {&Q:2), 1995, pp. 201-210.

Harrison, D. A.. Mykytyn, P. P., and Riemen- schneider, C. K. "Executive Decisions About Adoption of Information Technology in Small Business: Theory and Empirical Tests," Infor- mation Systems Research (8:2), 1997, pp. 171-195.

Hartwick, J., and Barki, H. "Explaining the Role of User Participation in Information System Use," Management Science (40 A), 1994, pp. 40-465.

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Hu, P. J., Chau, P. Y. K,, Sheng, O. R. L., and Tam. K. Y, "Examining the Technology Accep- tance Model Using Physician Acceptance of Je\eme6\dnelechno\ogy" Journal of Manage- ment Information Systems (^6:2), 1999, pp, 91- 112.

Jagacinski. C. M. "Androgyny in a Male-Domi- nated Field: The Relationship of Sex-Typed Traits to Performance and Satisfaction in Engi- neering, Sex Roles (17:X), 1987. pp. 529-547.

Karahanna, E., and Straub, D. W. "The Psycho- logical Origins of Perceived Usefulness and Ease of Use." Information and Management (35:4), 1999, pp, 237-250.

Karahanna, E., Straub, D. W., and Chervany, N. L. "Information Technology Adoption Across Time: A Cross-Sectional Comparison of Fre- Adoption and Post-Adoption Beliefs," MIS Quarterly {23:2), 1999, pp, 183-213.

Keys, D. E. "Gender, Sex Role, and Career Decision Making of Certified Management Ac- countants," Sex Roles (13:1/2), 1985, pp. 33- 46,

Kirchmeyer, C. "Change and Stability in Mana- ger's Gender Roles," Journal of Applied Psychology {87:5), 2002, pp. 929-939.

Kirchmeyer, C, "Gender Roles in a Traditionally Female Occupation; A Study of Emergency, Operating, Intensive Care, and Psychiatric Nurses, Journal of Vocational Behavior (50:1), 1997, pp. 78-95.

Leonard-Barton, D., and Deschamps, I. "Mana- gerial Influence in the Implementation of New Technology," Management Science (34:10), 1988. pp. 1252-1265,

Levy, J. A. "Intersections of Gender and Aging," The Sociological Quarterly (29:4), 1988, pp, 479-486.

Lubinski, D,, Tellegen, A. and Butcher, J. N, "Masculinity, Femininity, and Androgyny Viewed and Assessed as Distinct Concepts," Journal of Personality and Social Psychology (44:2), 1983, pp. 428-439,

Lynott, P, P., and McCandless, N. J. "The Impact of Age vs. Life Experiences on the Gender Role Attitudes of Women in Different Cohorts," Jour- nal of Women and Aging {12:2),2000, pp. 5-2'i.

Mathieson, K. "Predicting User Intentions: Com- paring the Technology Acceptance Model with

the Theory of Planned Behavior," Information Systems Research (2:3), 1991, pp. 173-191.

Miller, J. B. Toward a New Psychology of Women, Beacon Press, Boston, 1976.

Minton, H. L., and Schneider, F. W. Differential Psychology, Waveland Press, Prospect Heights, IL, 1980.

Moore, G. C, and Benbasat, I, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innova- tion," Information Systems Research (2:3), 1991, pp. 192-222.

Moore, G. C, and Benbasat, I. "Integrating Diffu- sion of Innovations and Theory of Reasoned Action Models to Predict Utilization of Infor- mation Technology by End-Users," in Diffusion and Adoption of Information Technology, K. Kautz and J. Pries-Hege (eds.). Chapman and Hall, London, 1996, pp. 132-146.

Morris, M. G,, and Venkatesh, V. "Age Dif- ferences in Technology Adoption Decisions: Implications for a Changing Workforce," Per- sonnel Psychology (53:2), 2000, pp. 375-403.

Motowidio, S. J. "Sex Role Orientation and Behavior in a Work Setting," Journal of Per- sonality and Social Psychology (42:5), 1982, pp. 935-945,

Nunnally, J, C, and Bernstein, I, H, Psychometric Theory (3'" ed.), McGraw-Hill, New York, 1994,

Olfman, L., and Mandviwalla, M. "Conceptual Versus Procedural Software Training for Graphical User Interfaces: A Longitudinal Field Experiment," MIS Quarterly (18:4), 1994, pp. 405-426,

Plouffe, C. R., Hulland, J. S., and Vandenbosch, M. "Research Report: Richness Versus Parsi- mony in Modeling Technology Adoption Deci- sions—Understanding Merchant Adoption of a Smart Card-Based Payment System," Infor- mation Systems Research (12:2), 2001, pp. 208-222.

Plude, D., and Hoyer, W. "Attention and Perfor- mance: Identifying and Localizing Age Defi- cits," in Aging and Human Performance, N, Charness (ed.), John Wiley & Sons, New York, 1985, pp. 47-99.

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Rhodes. S. R. "Age-Related Differences in Work Attitudes and Behavior: A Reviewand Concep- tual Analysis," Psychological Bulletin {93:2), 1983, pp. 328-367.

Roberts, R. W. "Plaster or Plasticity: Are Adult Work Experiences Associated with Personality Change in Women?." Journal of Personality (65:2), 1997, pp. 205-232.

Rogers, E. Diffusion of Innovations. Free Press, New York, 1995.

Rogers, E. M., and Shoemaker, F. F. Com- munication of Innovations: A Cross-Cultural Approach, Free Press, New York, 1971.

Sachs, R., Chrisler, J. C, and Devlin, A. S. "Biographic and Personal Characteristics of Women in Management,"Jouma/of \/ocaf/ona/ Behavior(41 A), 1992, pp. 89-100.

Sheppard, B. H., Hartwick, J., and Warshaw, P. R. "The Theory of Reasoned Action: A Meta- Analysis of Past Research with Recommen- dations for Modifications and Future Research," Journal of Consumer Research (15:3), 1988, pp. 325-343.

Straub, D., Limayem, M., and Karahanna, E. "Measuring System Usage: Implications for IS Theory Testing," Management Science (41:8), 1995, pp. 1328-1342.

Szajna, B. "Empirical Evaluation ofthe Revised Technology Acceptance Model," Management Science (42:1), 1996, pp. 85-92.

Taylor, S., and Todd, P. A. "Assessing IT Usage: The Role of Prior Experience," MIS Quarterly (19:2), 1995a, pp. 561-570.

Taylor, S., and Todd, P. A. "Understanding Infor- mation Technology Usage: A Test of Com- peting Models," Information Systems Research (6:4), 1995b, pp. 144-176.

Thompson, R. L., Higgins, C. A., and Howell, J. M. "Influence of Experience on Personal Computer Utilization: Testing a Conceptual Model," Journal of Management Information Systems (11:1), 1994, pp. 167-187.

Thompson. R. L., Higgins, C. A., and Howell, J. M. "Personal Computing: Toward a Conceptual Model of Utilization," MIS Quarterly (15:1), 1991, pp. 124-143.

Tornatzky, L. G., and Klein, K. J. "Innovation Characteristics and Innovation Adoption-Imple- mentation: A Meta-Analysis of Findings," IEEE

Transactions on Engineering Management (29:1), 1982, pp. 28-45.

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Venkatesh, V. "Creating Favorable User Percep- tions: Exploring the Role of Intrinsic Moti- vation," MIS Quarterly (23:2), 1999, pp. 239- 260.

Venkatesh, V. "Determinants of Perceived Ease of Use: Integrating Perceived Behavioral Control, Computer Anxiety and Enjoyment into the Technology Acceptance Model," Informa- tion Systems Research (11:4), 2000, pp. 342- 365.

Venkatesh, V., and Davis, F. D. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Man- agement Science (45:2), 2000, pp. 186-204.

Venkatesh, V., and Morris, M. G. "Why Don't Men Ever Stop to Ask For Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior," MIS Quarterly (24.1), 2000, pp. 115-139.

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About the Authors

Viswanath Venkatesh is Tyser Fellow, associate professor, and director of MBA Consulting at the Robert H. Smith School of Business at the Univer- sity of Maryland, and has been on the faculty there since 1997. He earned his Ph.D. at the University of Minnesota's Carlson School of Management. His research interests are in implementation and use of technologies in organizations and homes. His research has been published in many leading journals including MIS Quarteriy, Information Systems Research, Management Science. Com- munications of the ACM, Decision Sciences. Qrganizationai Behavior and i-iuman Decision Processes, Personnel Psychology. He is currently an associate editor at MiS Quarterly and infor- mation Systems Research. He received MIS Quarteriy's'Reviewerof the Year" award in 1999.

Michael G. Morris is an assistant professor of Commerce within the Information Technology area at the Mclntire School of Commerce, University of Virginia. He received his Ph.D. in Management Information Systems from Indiana University In 1996. His research interests can broadly be clas- sified as socio-cognitlve aspects of human response to information technology, including user acceptance of information technology, usability engineering, and decision-making. His research has been published in MiS Quarterly, Qrganiza- tionai Behavior and Human Decision Processes, and Personnel Psychoiogy, among others.

Gordon B. Davis, Honeywell Professor of Management Information Systems in the Carlson School of Management at the University of Minne- sota, is one of the founders of the academic discipline of information systems. He has lectured in 25 countries and has written 20 books and over 200 articles, monographs, and book chapters. He participated in and helped form the major aca- demic associations related to the field of man- agement information systems. He has been honored as an ACM Fellow and an AIS Fellow, and is a recipient of the AIS LEO award for lifetime achievement in the field of information systems. His research interests include concep- tual foundations of information systems, informa- tion system design and implementation, and management of the IS function. He has a Ph.D. from Stanford University and honorary doctorates from the University of Lyon, France, the University of Zurich, Switzerland and the Stockholm School of Economics, Sweden.

Fred D. Davis is David D. Glass Endowed Chair Professor in Information Systems and Chair of the Information Systems Department at the Sam M. Walton College of Business at the University of Arkansas. Dr. Davis earned his Ph.D. at MIT's Sloan School of Management, and has served on the business school faculties at University of Michigan, University of Minnesota, and University of Maryland. He has taught a wide range of infor- mation technology (IT) courses at the under- graduate, MBA, Ph.D., and executive levels. Dr. Davis has served as associate editor for the scholarly journals Management Science, MiS Quarteriy, and information Systems Research. He has published extensively on the subject of user acceptance of IT and IT-assisted decision making. His research has appeared in such journals as MIS Quarterly, information Systems Research, Management Science. Journal of Experimental Social Psychoiogy, Decision Sciences, Organiza- tionai Behavior and i-iuman Decision Processes. Communications of the AIS. and Journal of MiS. Current research interests include IT training and skill acquisition, management of emerging IT, and the dynamics of organizational change.

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Appendix A

Cautions Related to Pooling Data and Associated Statistical Tests for Preliminary Test of UTAUT (Studies 1 and 2)

The most critical concern when pooling repeated measures from the same subjects is the possibility of correlated errors. West and Hepworth describe this problem as follows:

A perusal of the empirical literature over the past 30 years reveals some of the statistical approaches to repeated measures over time that have been used by personality researchers. The first and perhaps most classic approach is to aggregate the observations collected over time on each subject to increase the reliability of measurement (1991, p. 610).

However, In many cases, these observations will often violate the assumption of independence, requiring alternate analyses (see West and Hepworth for an extended discussion of alternate approaches).

When error terms can be shown to be independent. West and Hepworth note that" traditional statistical analyses such as ANOVA or MR [multiple regression] can be performed directly without any adjustment of the data." (pp. 612-613). The best way to determine whether it is appropriate to pool data Is to conduct a test for correlated errors. In order for it to be acceptable to pool the data, the error terms should be uncorrelated. A second approach uses bootstrapping to select subsamples to conduct a between-subjects examination of the within-subjects data, in order for it to be acceptable to pool the data, this second test should yield identical results to the test of the model on the complete data set. Below we report the results from the specific findings from the correlated errors test and the pattern of findings from the second test.

Correlated Errors Test

We computed the error terms associated with the prediction of intention at T1. T2, and T3 in studies 1 (voluntary settings) and 2 (mandatory settings). Further, we also calculated the error terms when pooled across both settings—i.e., for cross-sectional tests of the unified model at T l , T2, and T3 respectively. These computations were conducted both for the preliminary test and the cross-validation (reported below). The error term correlations across the intention predictions at various points in time are shown below. Note that aii error correlations are nonsignificant and. therefore, not significantly different from zero in ali situations.

Between-Subjects Test of Within-Subjects Data

While the results above are compelling, as a second check, we pooled the data across different levels of experience (Tl , T2, and T3) and used PLS to conduct a between-subjects test using the within-subjects data. We used a DOS version of PLS to conduct the analyses (the reason for not using PLS-Graph as in the primary analyses in the paper was because it did not allow the specification of filtering rules for selecting observations in bootstraps). Specifically for the between-subjects test, we applied a filtering rule that selected any given respondent's observation at only one of the three time periods. This approach en-

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Table A1. Correlations Between Error Terms of Intention Construct at Various Time Periods

Study 1 (Voluntary)

TI

T2

T3

Study 2 (Mandatory)

TI

T2

T3

Study 1 and 2 (Pooled)

TI

T2

T3

T1

.04

.11

T1

.07

.08

T1

.06

.09

T2

.09

T2

.13

T2

.10

T3

T3

T3

sured that the data included to examine the interaction terms with experience did not include any potentiai for systematic correlated errors. Using 50 such random subsampies. the model was tested and the resuits derived supported the pattern observed when the entire data set was pooled across experience.

Taken together, the analyses reported above support the pooling of data (see Table 17) across ievels of experience and eiiminate the potential statistical concerns noted by West and Hepworth in the analysis of temporal data.

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Venkatesh et al./User Acceptance of IT

Appendix B

statistical Tests Prior to Pooling of Data for Cross-Validation of UTAUT (Studies 3 and 4)

As with the test of the preliminary model, prior to pooling the data for the cross-validation studies (studies 3 and 4), we conducted statistical tests to examine the independence of observations (as detailed in Appendix A). The table below presents the error term correlation matrices for intention for studies 3 (voluntary) and 4 (mandatory) as well as pooled across both settings at T I , T2, and T3 respectively.

As in the preliminary test of UTAUT, the error correlation matrices above suggest that there is no constraint to pooling in the cross-validation study of the model. As before, a between-subjects test of the within- subjects data was tested using PLS (as described in Appendix A), and the results of that test corroborated the independence of observations in this sample. In light of both sets of results, we proceeded with the pooled analysis as reported in the body of the paper (see Table 21).

Table B1. Correlations Between Error Terms of Intention Construct at Various Time Periods

Study 3 (Voluntary)

TI

T2

T3

Study 4 (Mandatory)

TI

T2

T3

Study 3 and 4 (Pooled)

TI

T2

T3

T1

.01

.07

T1

.04

.02

T1

.03

.05

T2

.11

T2

.08

T2

.10

T3

T3

T3

MIS Quarterly Vol. 27 No. 3/September 2003

Modules/Module5/Mod5Case.html

Module 5 - Case

IT Systems Theories - Draft DBA Project

Assignment Overview

Note: You must complete the SLP before doing the Case Assignment.

The student will develop a possible (mock/draft) Section 1 Introduction of a doctoral study that should align with your intended DSP topic using the outline provided below.

This Case Assignment focuses on using the knowledge gained in prior modules. Students may re-utilize any writings submitted before and the associated references/citations to address the areas below.

Case Assignment

Using an appropriate cover sheet, create a doctoral study Section 1 that addresses the following:

1.1 Introduction. Overview of the project – The impetus for the study.

1.2 The problem. A discussion on the organization or organizational elements that will be studied. Leadership, Management, Operations, some or all. What do they do, what is their purpose? What type of generic and specific processes do they execute in accordance with the material learned? What type of tools do they use in accordance with the material learned? A discussion of why there is a “perceived challenge/problem” in the organization (i.e., do we know there is a problem to be fixed or are we searching for one or more?). A discussion on the vision or desired end state after problem resolution – what will be more effective or efficient?

1.3 Areas to be analyzed. A discussion on which facets will be analyzed to include some or all of the following, which come from the Cases/SLP of this class:

1.3.1 The Organizational Structure, since processes and organizational structure are always intertwined. What type of structure is it? Provide a graphic of the org structure. Are there any indications of areas that need to be assessed in advance of inquiring through interviews or surveys?

1.3.2 The vertical processes within an org structure (Management). Provide a simple work flow of the situational awareness and decision-making processes. Are there any indications of areas that need to be assessed in advance of inquiring through interviews or surveys?

1.3.3 The horizontal processes within org structure (Product or Service Accomplishment). Describe the process in accordance with Case readings. Provide a simple work flow of the horizontal processes. Are there any indications of areas that need to be assessed in advance of inquiring through interviews or surveys?

1.3.4 The way processes are learned. Are there formal or informal learning methods for each process? What are they? Are they optional, are they mandatory, for some or for all? Are there any indications of areas that need to be assessed in advance of inquiring through interviews or surveys?

1.3.5 The IT systems (i.e., Enterprise Systems that support vertical or horizontal processes; decision making or product/service accomplishment). What are the tools that enable vertical (situational awareness or decision making) or horizontal process (service or product) accomplishment? Are there any indications of areas that need to be assessed in advance of inquiring through interviews or surveys?

The above would lead to the methodology section (i.e., what data for each of the above will be gathered, how will the data be gathered, from whom will it be gathered, how will it be analyzed?).

Assignment Expectations

Submit at minimum a 5-page paper (excluding cover sheet and references, figures, sections with bullets, and tables unless the tables are specified in the instructions), double spaced, no extra spaces, and 1-inch margins, that answers the questions using past readings and references.

The paper will have a proper main heading stating the name of the class, module number, and title of the paper. The paper will generally follow the outline above.

All assertions and key discussion points are properly cited using APA format. In other words, any sentence or paragraph that contains material derived or synthesized from the background reading or other sources will be cited. References are in APA format. All references are cited at least once.

 

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Modules/Module5/Mod5SLP.html

Module 5 - SLP

IT Systems Theories - Draft DBA Project

Development of the DSP Topic Proposal:

For Module 5 Case you will be required to develop your DSP topic proposal outlining the basic problem statement and research questions you intent to explore within your selected researched field-based organization. Keep in mind the following overall parameters of the DSP:

The DSP is intended to:

  • Enhance your understanding of your field of study;
  • Provide experience conducting research in your field of study;
  • Develop your ability to analyze, synthesize, and evaluate data and conclusions in your field of study;
  • Make a significant contribution to your field of study;
  • Include a thorough review of associated professional literature;
  • Demonstrate your ability to design and carry out an individual research project;
  • Demonstrate a clear understanding of basic research principles, techniques, and ethics;
  • Demonstrate evidence of your ability to analyze and synthesize data, as well as draw and evaluate conclusions;
  • Develop skills in project planning, time management, organization, and implementation; and
  • Show evidence of a high level of professional competence

It is important to keep in mind that the DSP is not simply another graduate school assignment. The DSP is intended to help the student develop both personally and professionally. It must be scholarly, succinct, and of sufficiently high quality to be published, in part, in a peer-reviewed journal. DSP research may be cataloged and available to other researchers—seasoned professionals and academics, as well as future students—all over the world.

Submit at least a five page assignment that contains the following information as you articulate your research topic within the proposed DSP topic:

  • Develop a draft of the research problem / topic within the first two paragraphs of the assignment
  • Develop a draft set of research questions related to the selected research problem
  • What is the targeted selected organization that you plan to evaluate and apply your research / operational problem to?
  • Articulate and elaborate the characteristics and dynamics of the selected organization and how it aligns with the proposed research problem and research questions.
  • Articulate what academic and practitioner based literature supports the proposed research problem and how it relates to the selected organization.

SLP Assignment Expectations

Submit at minimum a 5-page paper (excluding cover sheet and references, figures, sections with bullets, and tables unless the tables are specified in the instructions), double spaced, no extra spaces, and 1-inch margins, that answers the questions using past readings and references.

The paper will have a proper main heading stating the name of the class, module number, and title of the paper. The paper will generally follow the outline above.

All assertions and key discussion points are properly cited using APA format. In other words, any sentence or paragraph that contains material derived or synthesized from the background reading or other sources will be cited. References are in APA format. All references are cited at least once.

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Modules/Module5/Mod5Objectives.html

Module 5 - Outcomes

IT Systems Theories - Draft DBA Project

  • Module
    • Comprehend and compare four theories used to develop, assess, or deliver information technology in organizations.
    • Be able to develop a draft DBA/DSP project through identification of a research problem within a selected organization.
  • Case
    • Demonstrate the ability to create a sample project using the knowledge gained in prior modules and the Module 5 SLP.
  • SLP
    • Identify and analyze a developed research problem and topic as it relates to a selected organization within the DSP process.
  • Discussion
    • Identify challenges in implementing common information technology solutions.
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Table of Contents.html

 
DOC650 Technology and Business Process Improvement (FAL2020-2) - Module 5: IT Systems Theories - Draft DBA Project

1. Home

2. Letter of Intent

3. Background

4. Case

5. SLP

6. Learning Outcomes