LOVE AT FIRST SIGHT OR SUSTAINED EFFECT? THE ROLE OF PERCEIVED AFFECTIVE QUALITY ON USERS’ COGNITIVE REACTIONS TO INFORMATION TECHNOLOGY

This research examines the impact of primitive affective reactions to information technology on subsequent cognitive reactions and behavioral intention on IT use, and the potential change of such impact over time. We ground our work in theories of psychology and information systems and propose a theoretical model in which the user’s perceptions regarding the affective quality of an IT influences cognitive reactions and behavioral intention to use IT. The model was validated by surveys in two field studies of 226 and 196 college students, respectively, who were asked to evaluate a course management system, WebCT. The first study occurred during weeks 3 and 4 of the spring 2004 semester, when subjects were getting familiar with WebCT for their classes. The second study ran during weeks 11 and 12 of the same semester, when WebCT had been used quite intensively in the classes. The theoretical model is supported by both studies, indicating that the impact of perceived affective quality persists, even when subjects’ familiarity with and use of the IT increases. Our research identifies perceived affective quality as another, more-fundamental, and sustained source of user intention of IT use that has not been widely recognized yet. From a theoretical perspective, this research breaks the conventional cognition-driven paradigm of studying user reactions to technology and calls for attention to affect and emotion in examining people’s everyday, normal interactions with IT. Practically, the research provides empirical evidence for IT designers, trainers, and stakeholders to better strategize their resources and emphases.