CHAPTER 6 EVALUATION
6.4 E XPERIMENT 2
6.4.1 Design and Objective of Experiment 2
6.4.1 Design and Objective of Experiment 2
Experiment 2 aims to collect the data to support the validation of all the propositions proposed in section 6.1. Figure 6.4.1 shows the procedure of this experiment:
Figure 6.4.1 The Procedure of Experiment 2
Phase1. Set the service and its attributes:
Similar to the environment setting in experiment 1, we need to choose a service as the new service, define the attributes of the service and assign each of them a value. We chose LazyTrip, one of top 5 ranking of travel app in Taiwan for planning trips, as the new service in experiment 2. Also, we used LazyTrip’s description provided from the service provider to build a brief introduction and ten attributes with the descriptions. The names and the descriptions of attributes are considered as the provided anchors. Table 6.4.1 shows the details of the
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Table 6.4.1 The details of LazyTrip’s setting
Name Description
Service LazyTrip
Whether you are a well-prepared backpacker or a traveler who doesn't have any plan, LazyTrip is made for you. It is the best tool for planning a trip. With the most friendly user interface, LazyTrip makes planning a trip become an easy and interesting thing.
Attribute1 Spot card database Cards created by travelers all around the world. The cards provide you location information and pictures as references for your trip plan.
Attribute2 Add new spot You can create spots when travelling with pictures and text, The system will store the location automatically.
Attribute3 Nearby Spots Use GPS Navigation to find the spots around and provide transportation distance estimating.
Attribute4 Spot Navigation When you click at the spot it will automatically direct to Google Map and provide the navigation.
Attribute5 Location based notification While approaching the spot in your trip plans, you will not miss any chance with LBS Notification.
Attribute6 Trip Board You can add spots on your trip board and arrange the spend time for every spots, the transport ways and schedule for every day.
Attribute7 Copy other people's trip plan Having no idea of your trip? You can copy the plans of others and add some spots to customize your own trip,.
Attribute8 Making memo For some special spots, you can record the spending money and make memos.
Attribute9 QR code sharing You can share you spot by just a simple click! Then share the QR code to your friends!
Attribute10 Simple and intuitive user interface The whole functions are designed to make planning trip much more fun and easy.
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Phase2. Provide a brief introduction of the service:
Before starting the experiment, we confirmed that every subject doesn’t have any knowledge and using experience of LazyTrip in order to simulate that LazyTrip is a new service for the subjects. Then we let the subjects read the brief introduction of LazyTrip in order to make them preliminary understand the purpose of the app and imagine the expected value of the app.
Phase3. Measure willingness to try the service:
We want to know the subjects’ status quo of willingness to try the service before the happening of anchoring effect in order to observe the change. We use URICA (University of Rhode Island Change Assessment Scale), a measure of readiness to change, to measure a person’s willingness to use the service at a particular time. The URICA was designed for individuals entering treatment and cast in a generic form and was used to assess the clinical process and motivational readiness for change as well as to measure the process and outcome variables for a variety of health and addictive behaviors (DiClemente et al., 2004). Although the items of URICA were selected initially to represent five stages of change, including the preparation stage, this psychometric analysis supported to measure attitudes and tasks related to only four distinct subscales, labeled precontemplation, contemplation, action, and maintenance (Soderstrom, et al., 2007).
We chose a brief 12-item (3 items per subscale) modified version of URICA, which was used in a reduced drinking project, as the basic questionnaire of our version (see Appendix A). We modified the content of each item to fit our target to measure, willingness to try the service. However, we supposed that every subject doesn’t have the using experience of the new service, so the 3 items of maintenance stage was removed because these items were designed
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reflect a struggle to maintain a change and they may lead to an improper result.
Finally, we used a simple 9-item (3 items per subscale related to precontemplation, contemplation and action) modified version of URICA (see Table 6.4.2). The subjects were asked to endorse these items on a 5-point Likert scale that ranged from strongly agree to strongly disagree.
Table 6.4.2 9-item version of URICA for willingness to try the service
No. Statement Subscale
1
It doesn’t make much sense for me to consider using this
service. Precontemplation
2
Trying to use the service is pretty much a waste of time for
me. Precontemplation
3
Maybe the service is good, but there’s nothing that I really
need to use it. Precontemplation
4
I’ve been thinking that I might want to use the service. Contemplation
5
I may have needs of the service and I think I should try to use
it. Contemplation
6
I hope that someone will have some good advice for me about
using the service. Contemplation
7
At times I think the service is beneficial to me and I’m
determined to use it. Action
8
Anyone can talk about they might give the service a try; but
I’m actually going to use it. Action
9
I am really working hard to try to use the service. Action
Notice: In each case, make your choice in terms of how you feel right now, not what you have felt in the past or would like to feel.1: Strongly Disagree ; 2: Disagree ; 3: Undecided ; 4: Agree ; 5: Strongly Agree
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Phase4. Measure the motivation to positive end-state of attributes:
For each attribute of the service, we want to know the subjects’ threshold when judging the value of the attribute in order to measure their motivation to positive end-state of attributes and infer whether they are people with more promotion-concerned or prevention-concerned. The subjects were asked to give every attribute a value of threshold on a 7-point Likert scale that ranged from strongly high to strongly low.
Phase5. Trigger the process of anchoring effect:
This phase is supported by our system’s anchor-based Q&A module. The anchor questions are built by the module for triggering the process of anchoring effect.
The description of each service attribute is the demonstration of the current quality of the attribute. The subjects were asked to read the description and consider its value as 1 point, which symbolizes the provided anchor that triggers process of anchoring effect. Then they were asked to give a counter value (limited range from 1-10) to complete the process.
Phase6. Measure willingness to try the service again:
Use the 9-item version of URICA to measure willingness to try the service again in order to know the subjects’ state after the process of anchoring effect.
Phase7. Ask open questions:
The subjects were asked that did they think their awareness of the potential benefits increased after the process of anchoring effect. Also, we made them give a brief statement to explain the reason.
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