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Research Note—Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison

School of Business, University of Wisconsin–Madison, 975 University Avenue, Madison, Wisconsin 53706
College of Management, Georgia Tech, 800 West Peachtree Street, NW, Atlanta, Georgia 30332
College of Management, Georgia Tech, 800 West Peachtree Street, NW, Atlanta, Georgia 30332
skim{at}bus.wisc.edu
naresh.malhotra{at}mgt.gatech.edu
sri.narasimhan{at}mgt.gatech.edu

Although much research has examined conscious use, which involves deliberate evaluation and decision making, we know less about automatic use, which occurs spontaneously with little conscious effort. The objective of this study is to compare two contrasting views in the literature on the nature of automatic use, namely, the habit/automaticity perspective (HAP) and the instant activation perspective (IAP). According to HAP, automatic use occurs because of the force of habit/automaticity without the formation of evaluations and intention; thus, past use—which is a proxy for habit/automaticity—is believed to weaken the evaluations-intention-usage relationship. In contrast, IAP posits that automatic use is simply an expedited form of conscious use; accordingly, as with conscious use, automatic use is still a function of evaluations/intention, so past use will not weaken the evaluations-intention-usage relationship. We tested the competing hypotheses using 2,075 cross-sectional and 990 longitudinal responses from actual users of two online news sites. Our results show that the evaluations-intention-usage relationship is generally weaker among heavier users than among lighter users. These findings suggest that with an increase in past use, user behavior becomes less evaluative and less intentional, in support of the argument that automatic use is driven more by habit/automaticity than by instant activation of cognitions. Overall, this research shows an initial piece of evidence of the moderating role of past use in postadoption phenomena, and it is expected to help the information systems community systematically investigate the important yet underexplored subject of habit/automaticity.

Key Words: user evaluation; user behavior; habit; automaticity; structural equation modeling; longitudinal study; cross-validation
History: This paper was received on November 11, 2004.

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