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)