Journal article

A dual-attitude model of system use: The effect of explicit and implicit attitudes

Alexander Serenko, Ofir Turel



This study advances the understanding of system use by suggesting that it can be driven by two types of attitudes. First, the often studied explicit attitude can be a basis upon which behavioral intentions are formed, and behavioral intentions drive system use. Second, the newly conceptualized and measured implicit attitude, which is triggered with limited or no awareness and intentional effort, can directly drive system use and serve as a basis upon which IS habit is formed. Explicit and implicit attitudes can uniquely explain variance in use behavior and act through separate mechanisms to influence system use.