文章基本信息

标题：Measuring Implicit Attitude in Information Systems Research with the Implicit Association Test
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作者：Alexander Serenko ; Ofir Turel
期刊名称：Communications of the Association for Information Systems
印刷版ISSN：1529-3181
出版年度：2020
卷号：47
页码：397-431
DOI：10.17705/1CAIS.04719
语种：English
出版社：Association for Information Systems
摘要：Information systems (IS) research has primarily focused on explicit perceptions, attitudes, and intentions of which users are largely aware. We argue that this view may be too narrow. We extend it by presenting the concept of implicit attitude, which is as a stable subconscious evaluation of an IS that is developed a priori, stored in memory, and triggered with limited or no awareness and intentional effort when users are exposed to system-related stimuli. We further discuss the theoretical aspects of implicit attitude toward IS and document a set of guidelines regarding a technique for implicit attitude measurement: the implicit association test (IAT). We further present an overview of the FreeIAT software package and offer a practical example and configuration of the IAT, which includes its administration and scoring. Overall, this tutorial builds methodological foundations for future inquiries into the role of implicit processes in IS research.
关键词：Implicit Attitude;Implicit Association Test;Social Networking Sites;Instagram