Attitude toward system use (e.g., unfavorable, neutral, or favorable) is conceptually and empirically distinct from the strength in the attitude (e.g., weak or strong). An attitude affects an individual’s behaviors by filtering information and shaping the individual’s perception of the world (Fazio, 1986), whereas the strength in the attitude amplifies or neutralizes the effect of the attitude on behaviors (Krosnick and Petty, 1995). For example, a user who strongly holds a favorable attitude toward using a certain technology may adopt and continuously use the technology; but a user who weakly holds a favorable attitude toward using a technology may be easily persuaded to change his or her favorable attitude, preventing adoption or continued use of the technology.