NONLINEARITIES BETWEEN ATTITUDE AND SUBJECTIVE NORMS IN INFORMATION TECHNOLOGY ACCEPTANCE: A NEGATIVE SYNERGY?

Author List: Titah, Ryad; Barki, Henri;

MIS Quarterly, 2009, Volume 33, Issue 4, Page 827-844.

Empirical results both from information technology acceptance research as well as from other fields suggest that attitude and subjective norms may have a nonlinear relationship. Based on the economic theory of complementarities, the present paper hypothesizes a substitution relationship or negative synergy between attitude and subjective norms in organizational IT use contexts. Employing two methods for modeling and measuring nonlinear effects of latent constructs, as well as two approaches for visualizing and interpreting interaction and quadratic terms, structural equation modeling analysis of data collected from 258 users of a variety of IT applications in 14 organizations provides support for the hypothesis that attitude and subjective norms were substitutes in predicting intention to use.

Keywords: IT acceptance; latent variable interactions; nonlinear modeling; quadratic latent variables; response surface methodology; structural equation modeling; theory of complementarities

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#140	0.371	model use theory technology intention information attitude acceptance behavioral behavior intentions research understanding systems continuance models planned percent attitudes predict
#11	0.194	structural pls measurement modeling equation research formative squares partial using indicators constructs construct statistical models researchers latent analysis results sem
#136	0.185	expectations expectation music disconfirmation sales analysis vector experiences modeling response polynomial surface discuss panel new nonlinear period understand paper dissonance
#166	0.063	negative positive effect findings results effects blog suggest role blogs posts examined period relationship employees research employee bloggers reveal companies