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电子商务系列研讨会(20):技术的可评价性如何影响技术属性及随后的选择

    为进一步深入学术交流,增进学术氛围,应电子商务系邀请,澳大利亚莫道克大学王学群博士将于2018年12月28日来我院进行学术交流并作学术报告。报告将结合其近期发表于信息系统领域顶级期刊MISQ上的一篇文章做题为“技术的可评价性如何影响技术属性及随后的选择”的报告。欢迎感兴趣的教师及研究生参加。
 
人:王学群
会议时间:2018年12月28日10点-11点30分
会议地点:劝学楼444
 
【报告人简介】
    王学群 博士,信息系统专业,毕业于华盛顿州立大学, 现为澳大利亚莫道克大学 (Murdoch University) 高级讲师(相当于美国系统副教授),信息系统学科负责人(2019起)。目前在国际知名期刊发表论文39篇,其中SSCI/SCI 检索32篇。
 
Abstract
 
    Prior usability assessment research has paid little attention to how product and feature ratings are influenced by the evaluation context. However, the evaluability hypothesis, which guides this study, suggests that the evaluation context is a vital factor in shaping user’s assessments and perceptions about technology features. Specifically, the evaluability hypothesis proposes that technology feature perceptions, and ultimately technology choices, will change when evaluating a single technology in isolation versus when simultaneously comparing more than one. To demonstrate the evaluability hypothesis effect in the context of consumer technology product evaluations, two experiments were conducted. Both studies support the evaluability hypothesis effect, showing that when two IT products are compared, hard-to-evaluate but easy-to-compare features are perceived to be more important and therefore have a larger influence on product preferences. Alternatively, when evaluating a single product in isolation, easy-to-evaluate features are perceived to be more important and therefore have a larger influence on product preferences. Consequently, different product preferences emerge (i.e., preference reversals) in different evaluation contexts. The results demonstrate that this theoretical lens is robust to the technology evaluation context, providing important theoretical and practical insights for technology design, usability assessments, and, ultimately, product acceptance.
 
 
           撰稿人: 宋晓龙                                审核:田甜