Order Online or Call it in? Conceptualization and Measurement of Preferences for Computer versus Human Interaction

Technology is increasingly integrated into everyday life and consequently, traditional social exchanges between human agents have evolved to include human-computer interaction, providing scientists new directions for understanding and predicting consumer behavior. Despite progress, there are conceptual and empirical limitations in current measures applied to consumer/user preferences. This paper documents the development and validation of the 10-item preference for computer versus human interaction (PCHI) scale across three distinct samples and incorporating items that (a) include direct comparisons between computers and humans, (b) are independent of specific contexts or technologies, and (c) capture major theoretical domains of social, consumer, and human factors psychology. Results support the hypothesized three-factor structure (efficiency, ease of use, and trust) and demonstrate the utility of this measure to predict everyday consumer decisions beyond extant measures. Additionally, the PCHI offers marketing, user experience, and other practitioners a brief instrument for developing interventions, training protocols, and modeling attitudes.