When Attitudes Don't Predict Behavior: A Study of Attitude Strength

نویسندگان

  • Anol Bhattacherjee
  • Clive Sanford
چکیده

This study introduces the concept of “attitude strength” to explain why some IT users’ attitudes are not strongly related to their usage behaviors. We review the attitude strength literature, employ the elaboration likelihood model to theorize personal relevance and related expertise as two salient dimensions of attitude strength in the IT usage context, and postulate a research model to capture the moderating effects of these constructs on the attitude-behavior relationship. The hypothesized effects are empirically tested using a longitudinal survey of document management system usage among staff employees at a Ukrainian municipal government. Results of the study will be presented at the conference.

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تاریخ انتشار 2006