University of Twente Student Theses


The influence of first impressions on technology acceptance.

Tieman, L. (2014) The influence of first impressions on technology acceptance.

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Abstract:This study is about the effect a first impression has on the final judgement. Visual complexity (VC) and prototypicality (PT) play a part in early visual processes. These processes occur before the stimulus is consciously perceived. In this case the study is about website. The final judgement is represented by technology acceptance which is defined in the Technology Acceptance Model (F. Davis, Bagozzi, & Warshaw, 1989a). TAM is concerned with the question of how do perceived ease of use and perceived usefulness lead to acceptance of a technology, in this case websites. The main question is do VC and PT have an influence on technology acceptance? The answer is found by having people rate websites in 17ms, 50ms, 500ms and in a condition in which they could all the time they wanted. The results were unexpected as there was no effect of VC and PT on technology acceptance. What was apparent was that the early judgements correlated a lot with the final judgement. In most cases the judgement made in the 500ms condition correlated about 50% with the final judgement of the unlimited condition. This indicates that early visual processes in the brain do take place and form a first impression. Therefore the first impression is important but not in the way we anticipated when we started this research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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