Chiagouris, Larry

Kirk, Colleen P.

Thomas, Jennifer

Kirk, Colleen P

DigitalCommons@Pace

Pace UniversityDigitalCommons@PaceCornerstone 3 Reports : InterdisciplinaryInformaticsThe Thinkfinity Center for Innovative Teaching,Technology and Research5-31-2011The Consumption of Concepts: The Hedonic andUtilitarian Effects of Perceived Interactivity on theConsumption of Digital InformationJennifer ThomasLarry ChiagourisColleen P. KirkFollow this and additional works at: http://digitalcommons.pace.edu/cornerstone3Part of the Education Commons, and the Marketing CommonsThis Report is brought to you for free and open access by the The Thinkfinity Center for Innovative Teaching, Technology and Research atDigitalCommons@Pace. It has been accepted for inclusion in Cornerstone 3 Reports : Interdisciplinary Informatics by an authorized administrator ofDigitalCommons@Pace. For more information, please contact rracelis@pace.edu.Recommended CitationThomas, Jennifer; Chiagouris, Larry; and Kirk, Colleen P., "The Consumption of Concepts: The Hedonic and Utilitarian Effects ofPerceived Interactivity on the Consumption of Digital Information" (2011). Cornerstone 3 Reports : Interdisciplinary Informatics. Paper59.http://digitalcommons.pace.edu/cornerstone3/59Thinkfinity Grant  Mid-Project Status Report   Project Title:  The Consumption of Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity on the Consumption of Digital Information  Cornerstone #:  3  Principal Investigators:  Jennifer Thomas, Professor of Information Systems, Seidenberg Larry Chiagouris, Professor of Marketing, Lubin Colleen P. Kirk, Doctoral Student in Marketing, Lubin  Date:  May 31, 2011   PROJECT STATUS  Original Goals:  1. Project Description:  The purpose of this experimental study is to use the theoretical frameworks of the Technology Acceptance Model (Davis, 1989) and environmental psychology (Mehrabian & Russell, 1974) to test the theory that perceived interactivity affects human response to the consumption of digital information.  This study is important for industry but also for education, which is one of the largest consumers of information, and research defining the drivers of this consumption in digital form is limited. 2. Methodology – Procedures: a. This study is a 3x2 factor experimental design. Researchers understand that considering the involvement of human subjects, the study is subject to approval by the Pace IRB. b. A random sample of 180 participants from a population of adults over the age of 18 will be solicited, ensuring a broad range of demographic profiles.   c. Participants will be randomly assigned to three interactivity levels: high interactive digital medium, low interactive digital medium, and print medium, with two different task orientations. d. The treatment will consist of media such as a magazine that has been specially manipulated to serve as a high-interactive, low-interactive, or print treatment, and participants will be assigned learning goals or task-oriented goals. e. Participants will receive a pre-test, a treatment (exposure to the medium), and a post-test.  The treatment will be accessed via a web link, in the case of digital media, or via the distribution of print materials. f. Variables will be measured using published scales from the appropriate literature.    3. Methodology - Analysis:  Data analysis will be conducted using structural equation modeling, considered an optimal technique for evaluating the impact of explanatory mediating variables in an experimental design study (Shadish, Cook, & Campbell, 2002).  4. Original Timetable:  a. January 2010 – Finalize study implementation details, plan detailed study schedule. b. Spring 2011 – Assemble scales, testing instruments.  Finalize interactive media treatments.  c. Summer 2011 – Test participants. d. Fall 2011 – Analyze results.  Write article and submit for conference presentation/publication.  Progress to Date:  Theoretical background for this project was presented at the Academy of Marketing Science conference in Miami, Florida in May, 2011, and reviewer and audience comments are being incorporated into the project.  This project is based on the doctoral dissertation of Colleen P. Kirk, and as such implementation has been postponed to ensure full participation and approval by all of Colleen’s committee members.  The dissertation proposal, including all details of study implementation, sampling, pre-testing, interactivity development, and measurement scales, has been written and benefitted from several revision cycles.  In addition, estimates for potential participant panels have been obtained.  Colleen’s proposal defense, delayed due to the full schedules of various committee members, is now scheduled for July 1.  After this date, implementation of the study will begin.   Impact on Students:  None to date  Impact on Faculty:  None to date  Next Steps:  Action Target Completion Date Dissertation Proposal Defense July 1, 2011 Pre-test design and implementation September 1 Finalize Survey Instrument September 1 Interactivity Manipulation Programming October 1 Finalize panel participants October 1 Survey Implementation and Data Collection November 1 Thinkfinity Project Update December 1 Data Analysis February 1, 2012 Reporting and Conference Submission April 15     

The Consumption of Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity on the Consumption of Digital Information

Pace UniversityDigitalCommons@PaceCornerstone 3 Reports : InterdisciplinaryInformaticsThe Thinkfinity Center for Innovative Teaching,Technology and Research12-1-2011The Consumption of Concepts: The Hedonic andUtilitarian Effects of Perceived Interactivity on theConsumption of Digital InformationJennifer ThomasSeidenbergLarry ChiagourisLubinColleen P. KirkLubinFollow this and additional works at: http://digitalcommons.pace.edu/cornerstone3Part of the Education Commons, and the Marketing CommonsThis Report is brought to you for free and open access by the The Thinkfinity Center for Innovative Teaching, Technology and Research atDigitalCommons@Pace. It has been accepted for inclusion in Cornerstone 3 Reports : Interdisciplinary Informatics by an authorized administrator ofDigitalCommons@Pace. For more information, please contact rracelis@pace.edu.Recommended CitationThomas, Jennifer; Chiagouris, Larry; and Kirk, Colleen P., "The Consumption of Concepts: The Hedonic and Utilitarian Effects ofPerceived Interactivity on the Consumption of Digital Information" (2011). Cornerstone 3 Reports : Interdisciplinary Informatics. Paper62.http://digitalcommons.pace.edu/cornerstone3/62    1 Thinkfinity Grant  Final Project Status Report   Project Title:  The Consumption of Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity on the Consumption of Digital Information  Cornerstone #:  3  Principal Investigators:  Jennifer Thomas, Professor of Information Systems, Seidenberg Larry Chiagouris, Professor of Marketing, Lubin Colleen P. Kirk, Doctoral Candidate in Marketing, Lubin  Date:  December 8, 2011   PROJECT STATUS  Original Goals:  1. Project Description:  The purpose of this study is to use the theoretical frameworks of the Technology Acceptance Model (Davis, 1989) and environmental psychology (Mehrabian & Russell, 1974) to test the theory that perceived interactivity affects human response to the consumption of digital information.  This study is important for industry but also for education, which is one of the largest consumers of information, and research defining the drivers of this consumption in digital form is limited. 2. Methodology – Procedures: a. This study is a 3x2 factor experimental design. Researchers understand that considering the involvement of human subjects, the study is subject to approval by the Pace IRB. b. A random sample of 180 participants from a population of adults over the age of 18 will be solicited, ensuring a broad range of demographic profiles.   c. Participants will be randomly assigned to three interactivity levels: high interactive digital medium, low interactive digital medium, and print medium, with two different task orientations.     2 d. The treatment will consist of media such as a magazine that has been specially manipulated to serve as a high-interactive, low-interactive, or print treatment, and participants will be assigned learning goals or task-oriented goals. e. Participants will receive a pre-test, a treatment (exposure to the medium), and a post-test.  The treatment will be accessed via a web link, in the case of digital media, or via the distribution of print materials. f. Variables will be measured using published scales from the appropriate literature.   3. Methodology - Analysis:  Data analysis will be conducted using structural equation modeling, considered an optimal technique for evaluating the impact of explanatory mediating variables in an experimental design study (Shadish, Cook, & Campbell, 2002).  4. Original Timetable:  a. January 2010 – Finalize study implementation details, plan detailed study schedule. b. Spring 2011 – Assemble scales, testing instruments.  Finalize interactive media treatments.  c. Summer 2011 – Test participants. d. Fall 2011 – Analyze results.  Write article and submit for conference presentation/publication.  Progress to Date:  Theoretical background for this project was presented at the Academy of Marketing Science conference in Miami, Florida in May, 2011, and reviewer and audience comments have been incorporated into the project.  This project is based on the doctoral dissertation of Colleen P. Kirk, and as such implementation was somewhat delayed to ensure full participation and approval by all of Colleen’s committee members.  The dissertation proposal was approved on July 1, 2011, with modifications approved in September, 2011.  The key modifications to the methodology resulting from the dissertation defense are as follows:  1. It was determined that print media cannot be considered to have a low level of interactivity; there is actually no interactivity.  Further, the logistical considerations of implementing a print manipulation precluded pooling results with an online     3 experimental design.  Therefore, the print treatment was eliminated in favor of a two-level manipulation (low and high interactivity e-book).   2. The implementation of structural equation modeling requires large numbers of participants.  A detailed analysis and literature review was conducted to ensure the optimal number of participants given the number of model parameters.  Based on the analysis and on additional reviewer suggestions, 500 participants were determined to be required. 3. The situational/task manipulation was determined to make the model too complex to be tested given the economics of the study, and therefore was removed.  The project was approved by the Pace IRB in August, 2011.  The first pre-test was conducted in September 2011, with the objective of selecting the topic of the book to be tested, and results were reported to the committee.  Based on the results of the pretest, a book was selected to serve as the e-book stimulus.  Two web sites were created, one for each version of the digital book.  A second pretest was conducted as a manipulation check, which was successful.  This second pretest also served as a pilot test of the main study survey.  The main study was launched at the end of November 2011, and data has been collected.  Data analysis is under way.  Schedule (From mid-term project report) and Status:  Action Target Completion Date Current Status Dissertation Proposal Defense July 1, 2011 Complete Pre-test design and implementation September 1 Complete Finalize Survey Instrument September 1 Complete Interactivity Manipulation Programming October 1 Complete Finalize panel participants October 1 Complete Survey Implementation and Data Collection November 1 Complete Thinkfinity Project Update December 1 Complete Data Analysis May 1, 2012 Ongoing Write Paper/Submit to AMA 2013 Winter Educators’ Conference July 31, 2012 Ongoing   Future Plans:  Data analysis is currently being conducted, and the results will be incorporated into Colleen’s dissertation.  Once her dissertation defense is complete (anticipated for early spring 2012), a     4 paper will be drafted for submission to the American Marketing Association 2013 Winter Educators’ Conference. 

http://digitalcommons.pace.edu/cgi/viewcontent.cgi?article=1059&context=cornerstone3

The Consumption of Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity on the Consumption of Digital Information

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