Self-Efficacy
Self-efficacy is the belief in your own capacity to succeed in specific circumstances. For example, researchers have shown people have computer self-efficacy. That is to say, they believe they have the ability to use computers.
Self-efficacy is believed to be a more accurate predictor of behavior than personality measures. This is because self-efficacy is much more specific and measures behavior that is situational and transitional. Personality measures represent long-term, enduring patterns of behavior.
Self-efficacy is measurable. Researchers are able to construct tests which accurately measure self-efficacy. With a properly constructed test, it is possible to compare one computer user's self-efficacy with another users.'
Computer of self-efficacy is one of several tools used to study computer users' behavior. One advantage of using self-efficacy constructs to study behavior is the level of detail they provide. Properly constructed, self-efficacy measures may be used to enhance information gathered from focus groups and tools like Google Analytics.
More about using multiple measures to understand behavior will follow in future posts.
