THE ROLE OF AFFECT IN INFORMATION SYSTEMS RESEARCH - Human-Computer Interaction and Management Information Systems: Foundations - page 287

Different from organizational behavior, marketing and consumer research, the IS discipline is
concerned with individuals' behaviors toward particular types of objects: information and com-
munication technology, or IT as we often use the term. In addition, such concerns are situated
mostly in organizational, managerial, and business contexts. Such contexts make both the affec-
tive and cognitive reactions toward using IT unique as well.
In IS, work or job-oriented technologies are commonly studied. In other words, users are more
likely to be extrinsically motivated. This argument can in part be proved by the salient importance
of usefulness, which indeed is viewed as “extrinsic motivation” by some researchers (e.g., Davis et
al., 1992) in determining users' behavioral intentions (Sun and Zhang, 2006). We notice that prior
studies, however, are generally focused on effectiveness-related information technologies such as
spreadsheets and word processors (Jackson et al., 1997), customer dial-up systems (Subramanian,
1994), database management systems (DBMSs) (Szajna, 1994), managerial systems (Venkatesh
and Davis, 2000), telemedicine technology (Chau and Hu, 2002), and information retrieval sys-
tems (Venkatesh and Davis, 2000), all of which usually bring out extrinsic motivations (Sun and
Zhang, 2006). Given the heavy emphasis on the effectiveness of IT in jobs and work, the question
of whether affect plays a role in its use remains. To answer these questions, relevant concepts being
studied in IS are examined next.
IT-Specific Concepts and a Model
Using different terms with different definitions and measures, prior researchers have explored
affect from different perspectives. In order to facilitate discussion, the studied terms were “stan-
dardized” by relating them to the key concepts introduced in the section “Theoretical Grounds
and an Abstract Model.” When necessary to make the points clear, original definitions used in the
studies are cited and their meanings in terms of the “standard” concepts are explained.
Traits
Two trait variables, microcomputer or computer playfulness (CP) and personal innovativeness in
IT (PIIT), have gained considerable attention in IS research. The basic distinction between traits
and states merits mention again. In general, traits refer to comparatively stable characteristics of
individuals that are relatively invariant to situational stimuli (Webster and Martocchio, 1992).
States, on the other hand, refer to affective or cognitive episodes that are experienced in the short
run and that fluctuate over time (Webster and Martocchio, 1992).
Although affect can be either a trait or a state (Webster and Martocchio, 1992), computer play-
fulness is traditionally used as a trait variable. Microcomputer playfulness represents a type of intel-
lectual or cognitive playfulness and describes an individual's tendency to interact spontaneously,
inventively, and imaginatively with microcomputers (Webster and Martocchio, 1992). The com-
puter playfulness scale (CPS) (Webster and Martocchio, 1992) consists of seven items: spontaneous,
unimaginative, flexible, creative, playful, unoriginal, and uninventive. The seven-item construct is
confirmed to have temporal stability (during the five weeks of the experiment's duration) and situa-
tional consistency, which implies that computer playfulness is a trait variable (Yager et al., 1997).
This measurement is confirmed to be valid and reliable and therefore is widely used when trait affect
is studied (Agarwal and Karahanna, 2000; Atkinson and Kydd, 1997; Venkatesh, 2000).
The other salient trait variable is personal innovativeness in IT (PIIT) (Agarwal and Karahanna,
2000). All four items measuring PIIT focus on individuals' willingness to try “new” information
technologies.