Separate Versus Joint Evaluation: The Role of Evaluation Mode and Construal Level in Technology Adoption

DOI码：

10.25300/misq/2020/14246

发表刊物：

MIS Quarterly

项目来源：

FRG1/14-15/052

关键字：

Evaluation mode, separate evaluation, joint evaluation, construal level, technology adoption

摘要：

Nowadays, people are faced with choices between or among alternative systems (joint evaluation, or JE mode), as opposed to evaluating only one system in isolation (separate evaluation, or SE mode). This research investigates how users make technology adoption decisions in these two contexts. Based on the context-specific theorization framework proposed by Hong et al. (2014) and integrating general evaluability theory and construal level theory, we theorize how evaluation mode (JE versus SE), as a usage context variable, interacts with other aspects of IS contexts to influence technology adoption. The IS contexts considered in this work include a user characteristic variable (construal level) and technology-related factors (perceived ease of use, PEoU, and perceived usefulness, PU). In two studies (N = 272 and N = 112), participants were presented with two new e-learning systems either in JE or SE mode. Because study (1) was conducted in two natural settings and study (2) had participants randomly assigned to manipulated evaluation modes, these two studies complement each other to offer internal and external validities. We found that in JE a higher construal level strengthened the effect of PEoU but weakened that of PU on technology adoption. These effects were reversed in SE. The findings suggest that users’ technology choices and preferences can be reversed by simply presenting the target system in different ways.

备注：

The study is supported by the Hong Kong Baptist University (HKBU) Faculty Research Grant FRG1/14-15/051. The authors thank the senior editor and the anonymous reviewers for their comments on the earlier draft of the paper, and the Center for Holistic Teaching and Learning (CHTL), HKBU and Mr. Alex Liu for their assistance in data collection.

合写作者：

Ho, Candy KY, Ke, Weiling*, Liu, Hefu, & Chau, Patrick

学科门类：

管理学

文献类型：

J

卷号：

44

期号：

2

页面范围：

725-446

ISSN号：

0276-7783

是否译文：

否

发表时间：

2020-01-01

发布期刊链接：

https://doi.org/10.25300/misq/2020/14246