Literature has examined the cognitive processes that underlie user evaluation of target websites, apps and information systems (WIS). In general, the studies have found that the consciously reasoning evaluation of a specific WIS¡¦ usefulness and enjoyment can effectively predict the usage that WIS. However, in the trend of consumerzing WIS, users are more likely than before to evaluate WIS by impression, meaning that users browse and appraise multiple novel WISs simultaneously and can pay little attention to each of them. To investigate the impression formation process, the current study develops hypotheses based on social neuroscience literature of emotional processing. This study further captures the transient process of impression formation with the event-related potential (ERP, or the brain wave pattern) methodology. Two ERP experiments were conducted. In the first experiment, 24 subjects made evaluations (like vs. dislike) toward novel website logos that were presented with 200 milliseconds (ms). The results show that, as early as 120 ms after logo appearance, the ERP starts to differentiate between liked and disliked logos. In the second experiment, 18 subjects made enjoyment and usefulness evaluations toward novel logos that were presented with 1 second. The behavior data of the second experiment show that for novel logos, enjoyment and usefulness evaluation scores are correlated. ERP data further indicated that information of both enjoyment and usefulness dimensions are inevitably noticed and processed. These findings suggest that, for WIS, the process of evaluation by impression formation might be different from that by reasoning. The impression formation process might be characterized by the activation of spontaneous emotion and by the interdependence between the enjoyment and usefulness evaluations.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0630111-142126 |
| Date | 30 June 2011 |
| Creators | Huang, Yu-feng |
| Contributors | Hsin-hui Lin, Feng-yang Kuo, Jen-her Wu, Houn-gee Chen, Shu-lan Hsieh |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0630111-142126 |
| Rights | withheld, Copyright information available at source archive |
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