| Date |
June 2011 |
| Vol. No. |
Vol. 21 No. 2 |
| DOI |
|
| Page |
19~42 |
| Title |
Empirical Analysis of Decision Makers’ Schema and Cognitive Fit on Decision Performance |
| Author |
Namho Chung, Kun Chang Lee(Corresponding author) |
| Keyword |
IS Usage, Emotional Schema, Rational Schema, Cognitive Fit, Confirmatory Factor Analysis, Structural Equation Model, Decision Performance |
| Abstract |
This paper proposes a new framework to predict decision performance by investigating the cognitive fit of decision makers. We assume that every decision maker has two kinds of schema: emotional and rational. Cognitive fit is believed to have a close relationship with the two schemata and decision performance. In the literature on decision performance there is few studies investigating the relationship between the two schemata and cognitive fit. Therefore, our research purposes are twofold: (1) to provide a theoretical basis for the proposed framework describing the causal relationships among the two schemata, cognitive fit, and decision performance, and (2) to empirically prove its validity in the application to an Internet shopping environment. Based on the questionnaires 104 respondents, we used a second order, confirmatory factor analysis (CFA) model to extract valid constructs, and a structural equation model (SEM) to calculate path coefficients and prove the statistical validity of our proposed research model. The experimental results supported our research model. |
