An elaboration likelihood model based longitudinal analysis of attitude change during the process of IT acceptance via education program

作者：Lee Woong Kyu^*

来源：Behaviour & Information Technology, 2012, 31(12): 1161-1171.

DOI：10.1080/0144929X.2010.547219

• attitude change
• ELM
• IT acceptance
• longitudinal approach
• education program

The principal objective of this study was to gain insight into attitude changes occurring during IT acceptance from the perspective of elaboration likelihood model (ELM). In particular, the primary target of this study was the process of IT acceptance through an education program. Although the Internet and computers are now quite ubiquitous, and thus many people can come to an acceptance of IT organically - including acceptance of such products as new released online services or software, some software - most notably programming languages and spreadsheets - may require education programs, and the efficacy of that education may determine the rate of acceptance. Thus, education programs for such IT may be regarded as not only teaching and training how to use the product from a technical standpoint, but also as a process by which program participants are persuaded to have a positive attitude towards accepting the new IT. This study adopted an ELM based longitudinal approach to capture the changes in the roles of persuasion routes and attitude during IT acceptance - in this case, the education program. To validate empirically the suggested model, junior students majoring in business administration, all of whom were taking an Excel class, were surveyed twice - just after mid-term and just after their final exam. These data were analysed via partial least-square method to deduce some possible implications. Our results supported all the hypotheses put forward.

• 出版日期2012