Ease of Using the Device

What it measures

This scale measures how easily a consumer learned to use a particular device (e.g., a smart speaker) and became skillful with it. Guha et al. (2023) used it in Study 2 with 733 Amazon Echo owners recruited from Prolific, adapting a scale by McLean, Osei-Frimpong, and Barhorst (2021), which had itself adapted items from Davis's (1989) classic Technology Acceptance Model ease-of-use measure.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• Learning to work with _____ was easy for me.
• I find it easy to get _____ to do what I want it to do.
• I find _____ easy to use.
• It is easy for me to become skillful at using _____.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The scale's alpha was .90 (Guha et al. 2023, p. 853). A structural equation model showed strong item loadings and an AVE of .78, supporting convergent and discriminant validity. This is a chain adaptation of a seminal instrument (Davis's 1989 TAM ease-of-use measure, adapted first by McLean, Osei-Frimpong, and Barhorst 2021, then again here); flagged as a non-verbatim adaptation per QC policy since Guha et al. (2023) report their own reliability and validity data. The blank should be filled with the focal device's name (e.g., Amazon Echo).

Citation

Guha, Abhijit, Timna Bressgott, Dhruv Grewal, Dominik Mahr, Martin Wetzels, and Elisa Schweiger (2023), "How Artificiality and Intelligence Affect Voice Assistant Evaluations," Journal of the Academy of Marketing Science, 51 (4), 843–866.

Keywords