MIS Quarterly-2006 Dec.By Anol Bhattacherjee & Clive Sanford

Influence Processes For Information Technology Acceptance: An Elaboration

Likelihood Model

MotivationPrior ResearchELMResearch ModelStudy SettingHypothesis TestingConclusion

Agenda

Acceptance is needed.Prior Research remains scant.Influence Processing.

ELMELM appears to be uniquely suited to our

exploration of the “black box” of influence within the IT acceptance context

Motivation

1. Which influence processes shape user acceptance of new IT and how?

2. Do the effects of these influence processes vary across a user population, and if so, how?

3. How persistent are the effects of these influence processes over time?

Research Questions

Theoretically:It can enrich unexplored area of IT acceptance

theories.Examining moderating factors.

For practitioners:Helping managers identify and benchmark

alternative influence strategies to motivate IT acceptance in their organizations

Customizing strategies to best fit their organization users.

Benefits

TRA.TPB->TAM.DTPB.UTAUTPerceived Of Usefulness. Perceived-Ease-Of-

Use. Attitude. Social Norms(External Influence)

IDTThe more early adopters in this group, they are

likely to be more motivated by mass media, whereas late adopters are motivated by interpersonal channels.

Prior Research

TRA.TPB->TAM.DTPB.UTAUTPerceived Of Usefulness. Perceived-Ease-Of-

Use. Attitude. Social Norms(External Influence)

IDTThe more early adopters in this group, they are

likely to be more motivated by mass media, whereas late adopters are motivated by interpersonal channels.

Prior Research

Two key insights:1. External influence plays an important role in

the formation of potential users’ IT acceptance perceptions and ultimately in shaping their acceptance behaviors.

2. The same influence may engender different effects across different user groups.

Prior Research

1. IDT distinguishes between mass media and interpersonal channels, but doesn’t distinguish between the information content communicated by those communication channels or information sources within each channel.

Prior Research

2. IDT observes that different user groups respond differently to different channels, but doesn’t explain why.

3. Prior research doesn’t address the temporal dimension of influence effects.

This study addresses the above gaps in the TAM/TPB and IDT literatures by elaborating two alternatives means of influence.

Prior Research

Elaboration Likelihood Model.It was specifically chosen because:

1. It related directly to influence processes and their impacts on human perceptions and behavior.

2. It also explains why a given influence process may lead to differential outcomes across different users in a given usage settings.

ELM

ELM posits that attitude change among individuals may be caused by two “routes” of influence.

1. Central Route2. Peripheral Route

In ELM research, typically using “argument quality” and “peripheral cues” for replacing two constructors.

ELM

Distinctions:1. The two routes process different types of

information .2. The cognitive effort involved in information

processing is much higher in the central route than in the peripheral route.

3. Perception changes induced via the central route are generally more stable, more enduring and more predictive of long-term behaviors.

ELM

ELM

Since message arguments are directed at users’ rational judgment rather than their affect, argument quality is expected to influence perceived usefulness rather than attitude.

Peripheral cues such as source credibility are likely to influence attitude because such cues appeal to human affect rather than their rational judgment.

Research Model

H1: The argument quality of informational messages has a positive effect on potential users’ perceived usefulness of IT acceptance.

H2: The source credibility of informational messages has a positive effect on potential users’ attitude toward IT acceptance.

Research Model

Source credibility may sometimes directly influence users’ perceived usefulness of IT acceptance, particularly if the recommendation for using target system comes from a well-recognized or trusted IT expert.

Research Model

H3: The source credibility of informational messages has a positive effect on users’ perceived usefulness of IT acceptance.

Research Model

Potential users who view a new IT system as being highly relevant to their work performance are more motivated to engage in effortful scrutiny of all available information, thereby forming more informed and stable perceptions of usefulness based on message arguments.

These users have less need for and therefore less likely to consider peripheral cues.

Research Model

H4: Job relevance has a positive moderating effect on the association between argument quality and perceived usefulness of IT acceptance.

H5: Job relevance has a negative moderating effect on the association between source credibility and attitude toward IT acceptance.

H6: Job relevance has a negative moderating effect on the association between source credibility and perceived usefulness of IT acceptance.

Research Model

Expert or computer-savvy IT users are more inclined to carefully scrutinize new messages about an IT to identify key acceptance-related arguments and form an informed judgment about IT acceptance.

These users will rely less on peripheral cues, because they tend to be more aware of the possibility of inaccuracy, biased and lack of realism in such cues.

Research Model

H7: User expertise has a positive moderating effect on the association between argument quality and perceived usefulness of IT acceptance.

H8: User expertise has a negative moderating effect on the association between source credibility and attitude toward IT acceptance.

H9: User expertise has a negative moderating effect on the association between source credibility and perceived usefulness of IT acceptance.

Research Model

Research Model

User: Administrators and staff personnel at L’viv City Hall in Ukraine.

System: Document Management System(Lotus)

To improve service delivery to citizens, increase the productivity of city employees, and install a culture of technology-enabled customer service, the mayor initiated a series of training sessions to introduce the city’s administrative and staff personnel to the DMS and influence them to use it.

Study Setting

They received three 8-hour days of training.The first 2 days were designed to bring

participants up to speed on using the Windows, word processing, spreadsheets, e-mail and web browsing.

The last day focused exclusively on Lotus Notes, its messaging, calendaring and collaboration features, document generation, cataloging, tracking and using electronic control cards to move documents between city divisions.

Study Setting

At the end of the 3-day training program, subjects were asked to complete a paper-based survey, intended to elicit their perceptions of each of the seven constructs of interest to this study.

A second round of data collection followed 3 months later, when subjects’ perceived usefulness and attitude regarding DMS usage was recaptured using the same instruments as the first survey.

Note that data from the second round was intended for an exploratory test of ELM’s temporal persistence hypotheses.

Study Setting

The final sample consisted of 81 usable responses(28 administrators, 53 staff personnel), for an overall response rate of 62.3%.

Study Setting

Hypothesis Testing

Hypothesis Testing

Central and peripheral routes are both viable ways of influencing users to accept a new IT.

Users with higher elaboration motivation and ability tend to be more influenced by the central route, while those with lower motivation and ability are influenced by the peripheral route.

Central route results in more stable attitude and usefulness perceptions than the peripheral route, and hence is likely to have a long-term impact on user acceptance decisions than the latter one.

Conclusion

Job relevance had positive moderating influences on both central and peripheral route processes, while the hypotheses are negative in H6 and H7.

Because of source credibility was a salient peripheral cue for low elaboration users, it was also viewed as an issue-relevant argument by high elaboration users.

Source credibility->source likeability and affinity

Conclusion