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"I did use it!" - Assessing subjective vs objective cognitive artifact usage

Morana, Stefan; Kroenung, Julia; Maedche, Alexander


For decades, IS researchers have discussed the reliability of subjective
measurements to assess actual artifact usage. Especially in experimental settings,
as in the design science context for instance, the participants’ usage data of the
evaluated artifact represents an important point of analysis. However, collecting
objective usage data, (i.e. logfiles) is often not feasible depending on the artifact.
In this paper, we present the theoretical grounding of collecting cognitive artifact
usage data using eye-tracking technology. Grounded in immediacy and eye-mind
assumption the participants’ artifact fixations are used as objective usage
measurement. The question remains if in comparison, the collection of subjective
(e.g. perceptual) usage data is sufficient and reliable for such experiments. The
results of our comparative analysis indicate that researchers could use subjective
measurements when comparing different artifact designs and should rely on
objective measurements when testing the effect of an artifact compared to a
control group without artifacts.

Zugehörige Institution(en) am KIT Fakultät für Wirtschaftswissenschaften – Institut für Informationswirtschaft und Marketing (IISM)
Karlsruhe Service Research Institute (KSRI)
Publikationstyp Proceedingsbeitrag
Publikationsjahr 2017
Sprache Englisch
Identifikator KITopen-ID: 1000065525
Erschienen in 13. Internationale Tagung Wirtschaftsinformatik (WI 2017), St. Gallen, Schweiz, 12. - 15. Februar 2017
Verlag St. Gallen
Seiten 1021-1035
Schlagwörter Artifact, eye-tracking technology, laboratory experiments, objective, usage, subjective usage
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