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Measuring attitudes towards mobile information services: an empirical validation of the HED/UT scale

The psychometrical properties are studied of a scale that measures attitudes towards mobile information services. Starting point is an attitude measure from the consumer behaviour literature, the HED/UT scale, which consists of 12 items measuring hedonic value, and 12 items measuring utilitarian value of a service. Data was collected alongside an experiment on the use of a mobile shopping service. 86 students participated in the experiment and were subject to two treatments: task complexity and presence of mobile decision aid as part of the service. Results indicate that the original HED/UT scale should be reduced to a short-form version to meet standard reliability and validity tests. We present a modified version of the scale for use in further empirical research.