Information systems research with an attitude

Attitudes have been uniquely defined by each discipline that uses them and information systems (IS) research is no exception. While traditional IS research looks at attitudes toward a behavior, consumer research pursues attitudes towards objects. This study applies concepts from marketing to formalize and operationalize Attitude consistent with the marketing perspective as involvement, including both cognitive and emotional evaluations. This broader, consumer-oriented conceptualization is empirically validated within a well established nomological network of technology acceptance constructs. Our study offers researchers a new rationale for the inclusion of an attitude measure in IS Research.