Rui Pereira

Maria Salazar

António Abelha

José Machado

SWOT Analysis of a Portuguese Electronic Health Record

Keywords:

In this paper it is describe a SWOT analysis of an Electronic Heath Record (EHR) implemented in a Portuguese hospital. As the EHR is a core part of a hospital information system, it is extremely important to ensure that it offers the best functionalities and that users are satisfied. With this analysis it is intended to gather information about the system, in order to improve the EHR implemented in the hospital. In the end, and appending to the results of a usability evaluation done in previous works, the evaluation team had enough knowledge about are the strengths and weaknesses of the EHR, as well as what opportunities can be taken and the threats that have to be avoided.

Introduction

The sustained demand by healthcare organizations to improve the quality of patient care and patient safety boosted the adoption of information and communication technologies (ICT). Therefore, nowadays hundreds of ICT systems, such as the electronic health record (EHR), have been adopted in order to serve physicians as well as other professionals in their daily work with patients. An EHR can be defined as a longitudinal electronic record of patient heath information generated by one or more encounters in any care delivery setting, such as progress notes, medications, vital signs, past medical history, laboratory data or radiology reports. It has the ability to generate a complete record of a clinical patient encounter, which includes evidence-based decisions support, quality management and outcomes reporting. The EHR has proved to be an excellent tool for healthcare organizations. Once EHR systems play an important role in a hospital environment, it is vital to ensure that it presents the best conditions possible. In this context, this article highlights one manner to perform an evaluation to the state of this type of systems. The EHR implemented at Centro Hospitalar do Porto (CHP), in Portugal was sub-jected to a SWOT analysis in order to ascertain what can be change to improve the system. This analysis can reveal what are the great strengths of the system as well as its major pitfalls. In addition to this, the opportunities than can be taken advantage of are highlighted and the key threats to the system are alerted. At the end of this analysis, a great amount of information about the EHR is gather, which can be used to improve the system, availing to become a better tool for the professionals of the hospital as well as for patients.

The Electronic Health Record

The EHR, assumed as a Hospital Information System (HIS) for excellence, is a core application which covers horizontally the virtual health care unit and makes possible a transverse analysis of medical records along the several services, units or treated pathologies, bringing to healthcare units new computation models, technologies and tools, based on data warehouses, agents, multi-agent systems and ambient intelligence [START_REF] Machado | Ambient intelligence via multiagent systems in the medical arena[END_REF]. It receives the information of patients, in particular exams, thru a platform which main goal is providing rye interoperability between heterogeneous information system and medical equipment [START_REF] Rodrigues | Intelligence in Interoperability with AIDA[END_REF]. Beyond the organizational, functional, technical and scientific requisites, one may have to attend ethical and legal needs, as well as data quality, information security, access control and privacy. Despite the fact that there is not one exact definition for EHR, it can be defined as the computerized records of patients' clinical data. This information, which can be clinical, administrative or financial, is inserted in an electronic system that enables the capture, maintenance, transmission and storage of clinical information which is essential, not only for the monitoring of the health status of each patient but also for proposes such as cost management [START_REF] Machado | Quality of Service in Healthcare Units[END_REF] [START_REF] Neves | Electronic health records and decision support local and global perspectives[END_REF]. Thus, the EHR is an assembly of standardized documents, ordered and concise, directed to the register of information that can be compiled either by physicians or other health professional; a register of compiled facts, containing all the information regarding patient health data; and a follow up of the risks values and clinical profile [START_REF] Machado | Ambient intelligence via multiagent systems in the medical arena[END_REF]. The main goal is to replace hard documents by electronic ones, increasing data processing and reducing time and costs. The patient assistance will be more effective, faster and quality will be improved. With the adoption of such a system like EHR, it is possible to facilitate and improve care in health establishments. It enables the possibility of acquiring the versatility of a device capable of storing a vast sum of information, which can become more accentuated with the development of computer science. The data legibility and duplication, the continuous data processing, the ability to detect errors, the reduce frequency of loss records, the support communication between external sources of medical information, management and resource planning or releasing alarms concerning eventual pathological anomalies are some of the great advantages acquired with this system. Analysing the advantages at a structural level, the EHR supports the customization of the user interface, allowing the use of different layouts of insertion and viewing in-formation under the very useful aspect of the availability of specific modalities in the hospital. Along with this, the EHR enables the automated collection of clinical parameters from monitors, imaging equipment, chemical analysis, among others [START_REF] Machado | Quality of Service in Healthcare Units[END_REF]. Furthermore, it allows that the entire information can be share among different users whom are directly involved in the healthcare of the patient.

SWOT Analysis

The assignment of providing a well-functioning health service demands continual adjustments and sometimes also the introduction of new financing and organizational methods. We must be careful, however, that in enterprise such modifications we do not obliterate aspects that are function well. Hence, it is essential to comprehend the assets and drawbacks of the EHR, as well as the prospects available to the system and the vulnerabilities that threaten it. In another words: Which features of the EHR should be safeguarded from any modification? Which characteristics can be improved? With these deliberations in mind, the idea of enterprise a so-called SWOT analysis of the EHR implemented at the CHP was developed. SWOT is an acronym that stands for: Strengths, Weaknesses, Opportunities and Threats. The origin of this technique still remains a little dubious, with the vast majority assigns the development of this strategic planning tool to Albert Humphrey, between the years 1960 and 1970. SWOT analysis (Table 1) aims to identify the strengths and weaknesses of the case of study (normally an organization) and, at the same time, the opportunities and threats presents in the environment. Strengths represent the internal power that an organization possesses to compete against its rivals [START_REF] Sharplin | Strategic Management[END_REF]. Weaknesses represent aspects that negatively impact product and/or service value with regards to customers or competitive environment [START_REF] Stahl | Total Quality Management in a Global Environment[END_REF]. Opportunities are defined as a set of conditions suitable for achieving certain goals at the right time, and threats are any improper event or force in the external environment that causes harm to the organization's strategy [START_REF] Rowe | Strategic Management: A Methodological Approach[END_REF]. Afterwards the identification of these factors, strategies are developed which may build on the strengths, eliminate the weaknesses, exploit the opportunities and counter the threats. The first two variables (strengths and weaknesses) can be identified by an internal appraisal and the remaining aspects (opportunities and threats) by an external assessment [START_REF] Dyson | Strategic development and SWOT analysis at the University of Warwick[END_REF]. Hereupon, it is possible to say that SWOT analysis considers the organizational environment, which is composed by many elements that organizations deal with and form complex cause-and-effect type of relationships with. Environment can be divided into two categories: internal and external environment. The internal environment is one that can be controlled by the organization/institutional and therefore is directly sensitive to the strategies formulated. It deals with internal factors within an organization in various areas such as management, culture, finance, research and development, staff, operational efficiency and capacity, technical frameworks and organizational structure. The external environment is not in control of the organization. It acts homogeneously on the whole of organizations engaging in the same market and the same area. This way, opportunities and threats influence equally the entire organizations, whose probability of impact should be handled by each company separately. Hence, the external appraisal scans the entire factors that take place outside the organization's boundary such as political, economic, cultural, social, technological and competitive environment with a view to identifying opportunities and threats [START_REF] Dyson | Strategic development and SWOT analysis at the University of Warwick[END_REF]. A variation of SWOT analysis is the TOWS analysis, projected by Heinz Weihrich. In the TOWS analysis the various factors are identified and these are then paired e.g. an opportunity is matched with a strength, with the intention of stimulating a new strategic initiative. With the TOWS analysis, the information gathered with the SWOT analysis is exploited in order to assemble different strategies (Table 2). The S-O strategy uses the strengths to capitalize on opportunities and the S-T strategy uses the strengths to prevent the threats. The W-O strategy aims to improve the weaknesses through opportunities. The W-T strategy is the most defensive strategy of the TOWS analysis. All the strategies that can be created, are proposed to avoid threats and, at the same time, minimizing the weaknesses.

SWOT analysis of the EHR

In order to gather information to perform the SWOT analysis, the EHR implemented at CHP was object of an intense study. This study undertook the perception of the various aspects present in the SWOT analysis. The results of this study were consolidated and subsequently the items of SWOT analysis emerged which are mentioned hereinafter.

-Strengths of the HER

 Power management of change in the system;  Ability to personalize objects like interface;  High availability and support full-time;  High accessibility;  Security;  Technologically modern system;  Ease of maintenance;  Ease of use (usability);  Credibility of the management team;  Immediate access to detailed clinical information;  Reports customized to meet the needs required;  High computing power;  Interoperability;  Ability to remotely access the system.

-Weaknesses of the EHR

 System documentation nonexistent;  Graphical interface somewhat confusing;  Necessity of paper documentation in some services of the CHP;  Insufficient education and training of health professionals;  Computers are old and therefore slow.

-Opportunities to the EHR

 Ability to integrate with other applications;  Ability to provide information via Internet;  Ability to expand and sustain new services;  Increasing importance of digital files;  Government incentives;  Extinction of paper use in the CHP;  Modernization and organizational development;  Projection of more efficient and usable interfaces;  Developing better and more effective security protocols;  Increasing expectation of citizens to obtain answers of clinical services faster and, at the same time, reliable;  Use of mobile devices to access the system;  Use of new technologies in order to enrich the system.

-Threats to the EHR

 High degree of competition from other systems;  Expansion of software companies for the health market;  Competition / market pressure;  Competition for scarce talented IT resources;  Economic-financial crisis and subsequent financial constraints;  Readiness to recover from disasters;  Cyber attacks (hackers);  System is based on Internet Explorer.

TOWS Analysis of the EHR

Once the SWOT analysis is concluded, it is possible to combine the outcomes from this analysis, promoting the TOWS analysis. Through this analysis it is possible to scrutinize the combinations between the different aspects of the system.

-Strengths to maximize opportunities

 The possibility of modifying the system and customizing objects allows the projection of a more efficient and usable interface;  The safety that the system grants coupled with the technical support that exists at full-time enables the development of better and more effective security protocols;  Once the platform is at the forefront in terms of technology, numerous opportunities are glimpsed. First, the possibility of implementing the system in other hospitals, both nationally and at international level. However, organization modernization and the possibility of acquiring technologies at attractive prices may reinforce this status of the system, making it a viable alternative to similar systems from reputable companies;  The remarkable interoperability that exists in the system permits the integration of new applications and the expansion and support of new services;  The fact that the system can be accessed remotely facilitates the availability of information on the Internet (e.g., patients access their own information comfortably at home) and healthcare professionals access the system via mobile devices;  The excellent specifications on the handling of the system (immediate access to detailed information, high-capacity computing, among others) based on the growing expectation that citizens have in obtaining responses of clinical services faster and at the same time reliable.

-Strengths to minimize opportunities

 All the strengths verified in the system devaluate the competition, whatever it may be. However, it is essential to continue the improvement of the system, because the competition is expected to do the same;  The security of the system restricts the exposure to computerized attacks and, consequently, violation of patient privacy;  Since the system is updated, as the technology is concerned, the huge competition for talented and lacking IT resources does not have great influence on the system.

-Opportunities to minimize weaknesses

 The projection of more efficient and usable interfaces guides for improving the current system interface;  Government incentives, organizational modernization and new technologies with attractive prices are conditions that provide the upgrade of computers in the CHP, which are already a little outdated.

-Minimization of weaknesses and avoid threats

 There is not any system documentation, but is compensated by the presence of full-time technicians in the CHP;  Modification of the system interface to not be overtaken by competition.

Discussion

Through the SWOT analysis, it was possible to find out that the existing EHR in CHP is a system of high relevance, owning innumerable positive characteristics. Aspects such as interoperability, good usability and high availability of the system, foster the EHR implemented in CHP within such systems. However, it also has some weaknesses, though outnumbered when compared with its strengths. With this analysis, those weaknesses were identified and can be, now, overcome. The absence of some kind of system documentation is addressed by the presence of full-time technicians, who are continuously available to assist any healthcare professional that encounters some sort of obstacle in the handling of the system. The interface is a tricky question. As the Portuguese legislation forces the healthcare professional to document in detail the entire information relatively to the patient, which can spawn a huge amount of information. Therefore, when a professional access the clinical process of a patient, every part of the patient's information has to be displayed in the screen, which can make the reading of the process a bit confusing. This aspect can be partially resolved by using screens of larger dimensions (widescreens). The computerization of the entire clinical process in the wholly services of the CHP is not an easy task. However, it is one of the main goals and steps are being taken to achieve that desired ambition. It is not an easy task and it may take some time, but all the efforts will be compensated. The question of the old computers is complicated since technology is constantly progress and follow that improvement throughout the entire hospitals is an expensive task indeed. Added to this, the Portuguese financial situation does not benefit the constant modernization. It is a question that will take its time to be overcome. This analysis showed that there are some opportunities that can be exploited. For instance, the importance that digital files have obtained in recent years coupled with organizational modernization can boost the existing propose to turn the hospital paperless. New services, features or even newly developed systems can be integrating into the EHR, increasing the relevance of the current system. These and others opportunities that came up cannot be overlooked, once is vital to improve the current system in order to be up with the competition. It is important to take into account possible threats to the EHR. This analysis shows up a few threats that we need to be aware. The faced competition is one of the largest threats, if not the greatest, that this system has to face. There are a lot of EHR's solutions, some of them from reputable companies, like Siemens. However, not only existing solutions is important to take into account, as more and more software companies want to engage into the hospital market. The economic and financial crisis is another key threat. High financial constraints and fear to hold large investments may constrain the bet in new IT resources, which are scarce. IT resources that proved to be talented will raise the dispute for them, which can be another threat. Security is one issue that is widely considered as a main threat. However, we totally trust in the security of the EHR implemented in the CHP. Nevertheless, it is important to ensure the security and confidentiality of its information, avoid potential cyber attacks and have alternatives to disaster situations such as, for example, the situation of the system crashing. If this happens, the CHP cannot paralyze the activities, and therefore CHP should have alternatives to flank the situation. If the SWOT analysis provided the identification of the strengths, weaknesses, opportunities and threats of the system, the TOWS analysis unveiled strategies to improve the EHR system. The strengths of the system can maximize the existing opportunities. For example, as the systems grants interoperability, new services can be integrated into the EHR. The strengths can also be used to minimize the threats. One example of this strategy is the following. The high security stated in the system enables the restricted exposure to computerized attacks. Once the system presents a great amount of strengths, a lot of opportunities can be harnessed and threats avoided, as stated earlier.

This analysis can built on other two strategies. The opportunities can minimize the weaknesses of the systems. For example, the interface of the system was one of the weaknesses and there was one opportunity identified related to that aspect, the projection of more efficient and usable interfaces. Taking advantage of this opportunity, the system can be improved, and the flaw is overcome. The last approach seeks the minimization of the weaknesses of the system as well as avoiding the threats. At the end of those analyses, the CHP acquired extremely valued information regarding the EHR system. At this point, they know what are their best practices, what has to be enhanced, what prospects have to be exploited and the dangers to circumvent. In addition to this, significant strategies were developed and the CHP can use them to improve the existing EHR.

Conclusions

In this paper it is presented a possible strategic planning to an EHR system, appending to the results of a usability evaluation done in previous works [START_REF] Pereira | Usabiltiy Evaluation of an Electronic Health Record[END_REF]. Considering that strategic planning has not been done to the EHR implemented in the CHP so far, such kind of plan was essential for the hospital. The results show that the system has a lot of strong points as well as fewer weak ones. With the identification of the system's weaknesses, it is possible to circumvent them. This evaluation proved to be an excellent tool, which has provided useful information to improve the quality of the EHR, relevant to offer better conditions not only to the healthcare providers but also to the patients.

Table 1 .

 1 The

		SWOT Matrix
		Internal	External
	Positive	Strengths	Opportunities
	Negative	Weaknesses	Threats

Table 2 .

 2 The

		TOWS Matrix
		Opportunities	Threats
	Strengths	S-O Strategy	S-T Strategy
	Weaknesses	W-O Strategy	W-T Strategy

Acknowledgement

This work is financed with the support of the Portuguese Foundation for Science and Technology (FCT), with the grant SFRH/BD/70549/2010 and within project PEst-OE/EEI/UI0752/2011.


Jari Salo
email: jari.salo@oulu.fi

Sami Kajalo
email: sami.kajalo@aalto.fi

Matti Mäntymäki
email: matti.mantymaki@utu.fi

A K M Najmul Islam
email: najmul.islam@utu.fi

Conceptualizing perceived benefits and investigating its role in adoption of tablet computers among newspaper subscribers

Keywords: Attitude, eco-consciousness, intention to buy, perceived benefit, tablet computers, technology acceptance model

This paper conceptualizes perceived benefit as a combination of ecoconsciousness, social prestige, and extra services and proposes a research model for user acceptance of tablet computers. The model was tested among newspaper subscribers (n = 904) in one of the Nordic countries using Structural Equation Modeling (SEM).

The findings suggest that attitude toward tablet devices is predicted by ecoconsciousness, ease of use, social prestige, and extra services. In turn, attitude along with intention to use predict intention to buy. Furthermore, ease of use was also found to predict extra services.

Introduction

Due to the advent of smartphones and tablet devices, the publishing industry has been in turmoil. To respond to the challenge, new services and new business models have emerged. Altogether, this has changed the traditional industry logic [START_REF] Colleen | Some people just want to read: The roles of age, interactivity, and perceived usefulness of print in the consumption of digital information products[END_REF][START_REF] Chen | Adoption, rejection, or convergence: Consumer attitudes toward book digitization[END_REF]. Services are offered to different types of mobile devices e.g. tablet computers using digital technologies. For the publishing industry, digital technologies and mobile services provide both opportunities and challenges to excel in their business [START_REF] Tian | The impact of digitization on business models for publishing: Some indicators from a research project[END_REF].

Since the 1990s newspaper publishers have felt pressured to have a web presence to be competitive on the market [START_REF] Colleen | Some people just want to read: The roles of age, interactivity, and perceived usefulness of print in the consumption of digital information products[END_REF][START_REF] Greer | The evolution of online newspapers: A longitudinal content analysis, 1997-2003[END_REF]. Most players in the newspaper industry are either providing a replicate of its paper based newspaper or a modified version online [START_REF] Moberg | Printed and tablet e-paper newspaper from an environmental perspective: A screening life cycle assessment[END_REF]. One of the main reasons for the popularity of online newspapers is the possibility to utilize different technologies such as audio, graphics, video and interactive elements that are not possible to implement in a print version. For readers, on the other hand, interactive elements mean freedom to filter news according to their own preferences and the opportunity to give feedback on the articles, which creates a feeling of empowerment [START_REF] Spyridou | Exploring structural interactivity in online newspapers: A look at the Greek web landscape[END_REF].

The digital publishing market is expanding rapidly and new players such as the Daily have entered the newspaper market. Moreover, buying content online is increasing among consumers altogether fundamentally changing the way people consume newspapers. To understand the phenomena related to the diffusion (see Rogers, 2005 [34]) of tablet devices, it is essential to what drives the user acceptance As users of tablet devices are consuming increasing amount e-books and other mobile digital services, it is important to understand of tablet devices in order to accelerate their diffusion in the market [START_REF] Rogers | Diffusion of Innovations[END_REF]. Tablet devices are capable to offer several material and social benefits such as elevated social status, eco-friendly reading experience, and rich online content [START_REF] Chen | Adoption, rejection, or convergence: Consumer attitudes toward book digitization[END_REF][START_REF] Moberg | Printed and tablet e-paper newspaper from an environmental perspective: A screening life cycle assessment[END_REF]. Consequently, this research attempts to address the following research question:

How perceived benefit does influence the decision to adopt a tablet computer for ereading?

User acceptance of tablet devices is an interesting research area because of the changing newspaper consumption patterns that urges the publishing industry publishers to identify new business opportunities.

In this study, we investigate the user acceptance of tablet devices using the Technology Acceptance Model (TAM) [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF][START_REF] Davis | User acceptance of computer technology: A comparison of two theoretical models[END_REF] as a theoretical foundation for how different aspects of technology acceptance and features of tablet devices impact consumers' willingness to adopt these devices.

The paper proceeds as follows. In section 2 we present the theoretical background and develop the research model. Section 3 is dedicated to the data collection and data analysis methods. Section 4 presents a discussion on the data analysis findings and concludes with the implications and limitations as well as suggestion for further inquiry.

Theoretical background and research model 2.1 Technology acceptance model

The Technology Acceptance Model [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF] has been the most influential and most widely applied model for explaining users' intention regarding IT use [START_REF] Lee | The technology acceptance model: Past, present, and future[END_REF]. TAM was originally developed from Ajzen & Fisbein's (1980) [START_REF] Ajzen | Understanding attitudes and predicting social behavior[END_REF] theory of reasoned action (TRA).

TRA argues that if a person intends to commit a behavior it is likely that the person will actually do it. According to TRA, a person's behavioral intention depends on a person's attitude towards the behavior as well as the subjective norm [START_REF] Ajzen | Understanding attitudes and predicting social behavior[END_REF]. Attitude is the combination of the user's beliefs about the consequences of performing the behavior and his or her evaluation of these consequences. The subjective norm is the combination of the relevant referents' expectations and the user's motivation to comply with these expectations.

TAM posits that perceived usefulness and perceived ease of use are the factors that determine an IS user's attitude, which, along with perceived usefulness, determines behavioral intention. Finally, behavioral intention determines actual IS use. Perceived usefulness is described as being directly influenced by perceived ease of use.

TAM has been validated across time, population, and contexts [START_REF] Venkatesh | Dead or alive? The development, trajectory and future of technology adoption research[END_REF]. TAM is wellestablished in Information Systems research as well as other domains [START_REF] Lee | The technology acceptance model: Past, present, and future[END_REF]. [START_REF] Venkatesh | Dead or alive? The development, trajectory and future of technology adoption research[END_REF] [START_REF] Venkatesh | Dead or alive? The development, trajectory and future of technology adoption research[END_REF] argues that TAM has become nearly a law-like model and that it often serves as a basis for studies in other areas. For example, TAM and its constructs have been used in areas outside technology adoption such as information adoption [START_REF] Sussman | Information influence in organizations: An integrated approach to knowledge adoption[END_REF], marketing [START_REF] Dabholkar | An attitudinal model of technologybased self-service: Moderating effects of consumer traits and situational factors[END_REF], and advertising [START_REF] Rodgers | Post-adoption attitudes to advertising on the internet[END_REF].

Several studies have focused on acceptance of mobile devices, mobile services, mobile advertising, and tablet computer adoption using TAM as the theoretical lens [START_REF] Chen | Adoption, rejection, or convergence: Consumer attitudes toward book digitization[END_REF][START_REF] Nysveen | Intentions to use mobile services: Antecedents and cross-service comparisons[END_REF][START_REF] Scharl | Diffusion and success factors of mobile marketing[END_REF]. Majority of the studies found that benefit captured through perceived usefulness as the most dominating factor to predict adoption [START_REF] Chen | Adoption, rejection, or convergence: Consumer attitudes toward book digitization[END_REF][START_REF] Colleen | Some people just want to read: The roles of age, interactivity, and perceived usefulness of print in the consumption of digital information products[END_REF]. Despite TAM's popularity, it has a number of limitations as discussed by leading IS researchers [START_REF] Bagozzi | The legacy of the technology acceptance model and a proposal for a paradigm shift[END_REF][START_REF] Benbasat | Quo vadis, TAM?[END_REF][START_REF] Goodhue | Comment on Benbasat and Barki's "Quo vadis TAM" article[END_REF]. Specifically, there are two limitations of prior TAM based studies that motivated us to conduct this study. First, perceived usefulness is regarded as black box with little research effort into investigating different dimensions of usefulness [START_REF] Bagozzi | The legacy of the technology acceptance model and a proposal for a paradigm shift[END_REF]. Hence, TAM studies often lack actionable guidance for practitioners. Second, TAM assumes that more use is better and consequently TAM based studies focused on intention to use. In other words, more utilization of a technology increases purchasing. However, only a few prior adoption studies verify a relationship between use and purchase [START_REF] Mäntymäki | Continuous use and purchasing behavior in social virtual world[END_REF].

Conceptualizing perceived benefit

Prior technology adoption research conceptualized perceived benefit by perceived usefulness [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF][START_REF] Mäntymäki | Continuous use and purchasing behavior in social virtual world[END_REF][START_REF] Venkatesh | A theoretical extension of the technology acceptance model: four longitudinal field studies[END_REF]. Perceived usefulness is an indicator of the degree to which the use of an IS will enhance a user's job performance [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF]. Most of the prior studies ignored the uniqueness of research context and modeled perceived usefulness as a black-box focusing on an overall benefit of an IS [START_REF] Chen | Adoption, rejection, or convergence: Consumer attitudes toward book digitization[END_REF]44].

Many of the contemporary tablet devices can be used for other purposes than reading, including surfing the web, playing games and using social media applications which are here labeled as extra services. As argued in prior studies [START_REF] Benbasat | The identity crisis within the IS discipline: Defining and communicating the discipline's core properties[END_REF], the usage context of the IT artifact and the users [START_REF] Moon | Extending the TAM for a world wide web context[END_REF] are important factors in explaining the adoption behaviors. As a result, in the present study we specifically focus on opening the perceived benefit and investigate its role in predicting the acceptance of tablet devices.

In the present study, we employ user's eco-consciousness, the social prestige, and extra services offered by the tablet devices in order to conceptualize perceived benefit. We employ these three benefits to conceptualize perceived benefit as these were argued as important in prior research [START_REF] Moberg | Printed and tablet e-paper newspaper from an environmental perspective: A screening life cycle assessment[END_REF]. Eco-consciousness is defined as the extent to which the consumer perceives using a tablet device as an ecological choice. Social prestige is defined as the degree to which use of the tablet devices is perceived to enhance one's status in his/her social system. Finally the construct, extra services is defined as the degree to which the tablet devices provide facilities to acquire additional information in a particular topic of interest.

Hypotheses development

Research model

Various environmental concerns are becoming increasingly prevalent and people tend to have more positive attitudes towards products that they perceive environmentally friendly [45]. [START_REF] Moberg | Printed and tablet e-paper newspaper from an environmental perspective: A screening life cycle assessment[END_REF] [START_REF] Moberg | Printed and tablet e-paper newspaper from an environmental perspective: A screening life cycle assessment[END_REF] found that using a tablet computer to read magazines and newspaper instead of having printed copies, the users may contribute to the environmental improvement. Following this finding, we expect that the users who perceive tablet devices as eco-friendly would have more positive attitude toward adopting a tablet device. In fact, eco-conscious users would avoid printed materials and prefer reading from the tablet screen. Prior research also argued that eco-friendly products can be considered status symbols and hence consumers are expected to have more positive attitude toward tablet devices [START_REF] Ottman | Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products[END_REF]. As a result, we postulate the following hypotheses: H1: Eco-consciousness is positively related to attitude towards using a tablet device.

According to TAM, we have positioned perceived ease of use as a predictor of attitude [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF]. Perceived ease of use is defined as the degree to which a person believes that using a particular system would be free from effort [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF]. Furthermore, it is plausible to assume that perceived ease of use determines how well the users can utilize the extra services of tablet devices [START_REF] Nysveen | Mobilizing the brand: the effects of mobile services on brand relationships and main channel use[END_REF]

Intention to buy

Perceived ease of use

Attitude

Intention to use

Ecoconciousness found that the extended use of an IS depends on the ease of use [START_REF] Hossain | Adoption, continued, and extended use of radio frequency identification (RFID) technology[END_REF][START_REF] Hsieh | Explaining employee's extended use of complex information systems[END_REF]. Following this, it can be argued that if a tablet device is easy to use, the users will use it for a wide variety of purposes. Conversely, if the tablet devices offer a lot of additional functionalities with a difficult interface, the users would hardly try to explore the additional functionalities. Instead they would prefer to use only the basic features. Thus, the hypotheses related to the role of perceived ease of use are postulated as follows: H2a: Ease of use is positively related the attitude towards tablet devices. H2b: Ease of use is positively related to extra services that tablet devices provide.

In reading books, newspapers and magazines, table devices offer several valueadded features compared to the paper format. For example, articles can include links to complementary material e.g. audio, videos. Additionally, compared to traditional books and newspapers, tablet devices enable storing large amounts of material in a portable format so that the users can view the content at a later stage if they wish. Furthermore, the interesting news can be shared in the social media. Thus, we assert that these features of the tablet devices offer a major utility for the users and consequently positively affect the attitude towards using the device.

H3: Extra services are positively related to attitudes towards using a tablet device. Attitudes do not develop in a vacuum but are influenced by e.g. other people's opinions, advertising and mass media [START_REF] Entman | How the media affect what people think: An information processing approach[END_REF]. As the diffusion of tablet computers has not proceeded into the late adopters and laggards stage, the use tablet computers can encompass certain status value for some users [START_REF] Rogers | Diffusion of Innovations[END_REF]. Prior technology adoption research has found image, which is similar to social prestige as a major driver of technology adoption [START_REF] Moore | Development of an instrument to measure the perception of adopting an information technology innovation[END_REF][START_REF] Venkatesh | A theoretical extension of the technology acceptance model: four longitudinal field studies[END_REF]. Thus we form the following hypothesis: H4: Social prestige is positively related to the attitudes towards using a tablet device.

We argue that the actual adoption of a tablet device consists of two behaviors, usage and purchasing. Most prior research has investigated usage as the sole construct that reflect adoption [START_REF] Lee | The technology acceptance model: Past, present, and future[END_REF]44]. We argue that usage provides only a limited view of adoption. For example, many consumers may have the opportunity to use a tablet device owned by their family member of employer. They may or may not intent to buy a tablet device for his personal use. Thus, it is necessary to investigate both usage and purchase intention to understand tablet devices adoption. With this aim, we employed both use intention and buying intention in our research model.

Given that using a tablet device generally requires purchasing one, usage and purchasing can be viewed closely related behaviors with regard to the utilization of tablet devices. Grounded on TRA, TAM views behavioral intention being determined by attitudes [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF]. As a result, we assert that attitude towards using a tablet device predicts both the use intention and purchasing intention.

H5a: Attitude towards using a tablet device is positively related to the intention to use a tablet device.

H5b: Attitude towards a tablet device is positively related to intention to buy a tablet device.

Finally, we argue that the two behavioral intentions, using a tablet device and purchasing one are related so that the use intention precedes purchasing. The argumentation is grounded on the assumption that process wise the willingness to use a shared (e.g., employer or family) tablet device would influence the users to buy their own devices at a later stage in order to fulfill a set of needs that takes place by using the device. Thus, we hypothesize the following: H6: Intention to use a tablet device is positively related to intention to buy a tablet device.

3 Study design and method

Data collection

The questionnaire was developed in several phases. First, the items of the questionnaire were developed on the basis of the literature review. Second, these questions were further developed after conducting several focus groups interviews among university students. Third, the item pool was pre-tested by sending the web survey to 200 newspaper subscribers. 23.5% of them answered the questionnaire and gave feedback that was used in developing the final questionnaire.

The data was collected through an internet survey in October 2010 among subscribers of a daily newspaper from one of the Nordic countries. It is a nationwide daily newspaper with long tradition and high standard of journalism. The link to the final questionnaire was sent by e-mail to 5000 subscribers of the newspaper. After one remainder e-mail 1084 out of 5000 respondents had answered the survey. Given the length of the web survey we find the response rate of 21.7% satisfactory. After filtering the incomplete responses, we ended up with 904 usable responses.

We consider the respondents represented well the subscribers of the newspaper. There were 454 male respondents and 450 female respondents, and thus there was a balance in terms of gender Moreover, no significant differences in means were found between early and late respondents on the scales studied (t-tests at .05 level), indicating that a non-response bias is unlikely to be a problem [START_REF] Armstrong | Estimating non-response bias in mail surveys[END_REF].

All measures in this study were collected via a single questionnaire, which opens up the threat of common method bias. Common method variance can either inflate or deflate observed relationships between constructs [START_REF] Podsakoff | Common method biases in behavioral research: A critical review of the literature and recommended remedies[END_REF][START_REF] Podsakoff | Self-reports in organizational research: Problems and prospects[END_REF]. We used the Harman's one-factor test to address this issue [START_REF] Podsakoff | Self-reports in organizational research: Problems and prospects[END_REF]. If a substantial amount of common method variance is present, either a single factor will emerge from the factor analysis, or one dominant factor will account for the majority of the covariance among the variables. All the items were entered into an exploratory factor analysis, using principal component analysis with varimax rotation. No dominant factor emerged which indicates the common method bias is not present in this study. The list of final measurement items in each scale of the inquiry is presented in Appendix 1.

Data analysis

Structural equation modeling (SEM) technique has been used to test the hypothesized research model. SEM is particularly suitable for testing the proposed theoretical model, because it allows simultaneous estimation of multiple relationships between observed and latent constructs, and account for measurement error. Thus, we are able to test an overall model rather than just coefficients individually [START_REF] Bagozzi | Specification, evaluation, and interpretation of structural equation models[END_REF].

We used a two-step SEM approach in accordance with Anderson & Gerbing (1988) [START_REF] Anderson | Structural equation modeling in practice -a review and recommended 2-step approach[END_REF]. First, a confirmatory factor analysis (CFA) assessing the validity of the measurement model and the discriminant validity of the individual constructs was conducted. Second, a structural model is used to estimate the path coefficients and test for the relationships between constructs.

Following Anderson & Gerbing (1988) [START_REF] Anderson | Structural equation modeling in practice -a review and recommended 2-step approach[END_REF], CFA was carried out to assess the validity of all the construct measures included in this study. This assessment was carried out using LISREL 8.80 program. The fit of the measurement model was evaluated based on several goodness-of-fit indicators. These were the chi-square statistic (χ2), root mean square error of approximation (RMSEA), goodness of fit index (GFI), non-normed fit index (NNFI), and comparative fit index (CFI). RMSEA is usually regarded as the most informative of the fit indices, and values less than .08 are indicative of reasonable fit [START_REF] Sharma | A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models[END_REF]. GFI is an absolute fit index, whereas NNFI and CFI are relative indices. For all three, values above .90 indicate good fit [START_REF] Sharma | A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models[END_REF][START_REF] Steenkamp | The use of LISREL in validating marketing constructs[END_REF]. The model under consideration provided good fit (2=813.11; df=188; p=.000; RMSEA=.055; GFI=.94; NNFI=.98; CFI=.98).

In order to evaluate the reliability of the latent variables, composite reliability values and average variance extracted values for each latent variable were calculated [START_REF] Diamantopoulos | Introducing LISREL: A guide for the uninitiated[END_REF]. These are reported in Table 1 together with means and standard deviations for the scales, and the correlation matrix. They all exceeded the recommended level of 0.70 (ranging from 0.84 through 0.98). Likewise, average variance extracted values exceeded the recommended level of 0.50 (ranging from 0.57 through 0.92). Also, all factor loadings were statistically significant at the 5% level, and all of the factor loadings exceed the 0.50 level (ranging from 0.65 through 0.98) [START_REF] Fornell | Evaluating structural equation models with unobservable variables and measurement error[END_REF]. To conclude, our measures demonstrate adequate convergent validity. The hypothesized model testing was undertaken by deploying covariance matrix and the maximum likelihood estimation procedure. Overall, the fit indexes ( 2 =959.27; df=199; p=.000; RMSEA=.059; GFI=.93; NNFI=.97; CFI=.98) imply a good model fit. Figure 2 illustrates the final structural model with standardized path estimates and t-values.

Figure 2. SEM results

Figure 2 shows that Eco-consciousness is positively related to attitude (β=.11) created by tablet devices. These results provide empirical evidence for Hypothesis H1. However, these relations are rather weak.

Perceived ease of use is positively related both to attitudes towards tablet devices (β=.25) and extra services (β=.31) that tablet devices provide. These relationships are strong, and thus, strong empirical evidence for our hypotheses H2a and H2b is provided.

Also hypothesis H3 was supported, as extra services provided by tablet devices had a very strong positive influence on the attitudes towards tablet devices (β=.44). A weak relationship exists between social prestige created by tablet devices and the attitudes towards tablet devices: the path coefficient was found at β=.17, supporting our hypothesis H4. Finally, the attitudes towards tablet devices is positively related to .17 (6.09) .11 (3.94) . 25 (8.64) .44 (13.

Model fit:  2 =959.27; df=199; p=.000; RMSEA=.059; GFI=.93; NNFI=.97; CFI=.98.

intention to use (β=.82) tablet device, and the intention to buy (β=.31) a tablet device. Also, as expected there was a strong direct relationship from intention to use to intention to buy (β=.46) a tablet device. These findings provide support for the hypotheses H5a, H5b and H6 respectively. To conclude, all our hypotheses received empirical support. The explanatory power of the path model for each depended construct was examined by using R² values. These were 10 percent for extra services, 39 percent for the attitudes towards tablet devices, 67 percent for intention to use and, finally, 55 percent for intention to buy a tablet device.

To summarize, we found empirical evidence for all the hypotheses. The results suggest that ease of use and extra services that tablet computers provide are key elements when consumers develop attitude toward these devices. While ecological values and social prestige were found to have statistically significant impact on attitude, they were not as important as the ease of use and extra services that these devices provide.

Discussions

Main findings

All of the proposed hypotheses were empirically supported. First, we found that all three constructs: eco-consciousness, social prestige, and extra services have significance influence on attitude. The relationship between eco-consciousness and attitude implies that environmental conscious users are likely to justify their immediate action based on their environmental knowledge [START_REF] Pelletier | A motivational analysis of self-determination for proenvironmental behavior[END_REF]. However, it is interesting to observe that eco-consciousness was found to be a weak contributor in the adoption of tablet devices. This results suggest that users do not possess enough knowledge how using tablet computers for reading brings the environmental benefits.

The relationship between social prestige and attitude implies that tablet devices are regarded as status symbols. Prior technology adoption research used image as a variable focusing one's status symbol [START_REF] Moore | Development of an instrument to measure the perception of adopting an information technology innovation[END_REF][START_REF] Venkatesh | A theoretical extension of the technology acceptance model: four longitudinal field studies[END_REF]. [START_REF] Venkatesh | A theoretical extension of the technology acceptance model: four longitudinal field studies[END_REF] [START_REF] Venkatesh | A theoretical extension of the technology acceptance model: four longitudinal field studies[END_REF] argued that the elevated social status provides a general basis for greater productivity. Following this line of argument, it is logical that social status influences the attitude toward using tablet devices. Thus, our finding is in line with prior literature.

It is interesting to observe that extra services played the strongest role in shaping users' attitude toward using tablet devices. This finding is supported by the media richness theory [START_REF] Daft | Organizational information requirements, media richness and structural design[END_REF] which suggests a particular communication medium is preferred over another depending on the capability of the medium and users' task requirement. The online versions of newspapers definitely provide content in much richer format (e.g., videos, photos, hyperlinks) than that the printed versions. Thus, consumers consider the extra services as most important factor in order to develop their attitude toward the adoption of tablet computers.

Second, we found that perceived ease of use has significant influence on both extra services and attitude. The relationship between perceived ease of use and attitude is in line with the TAM tradition [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF]. The relationship between perceived ease of use and extra services suggest that consumers choose to use the extra services only when the tablets are easy to use. This finding was not tested empirically in prior literature. However, some evidences can be drawn from the prior literature in support to this finding. For example, Hossain (2012) [START_REF] Hossain | Adoption, continued, and extended use of radio frequency identification (RFID) technology[END_REF] found that many features of a complex information system often remain underutilized. Thus, it is expected that perceived ease of use would lead consumers use the extra services offered by the tablet devices.

Finally, we found that intention to use is predicted by attitude. This relationship is in line with the TAM tradition [START_REF] Davis | Perceived usefulness, perceived ease of use, and user acceptance of information technology[END_REF]. Furthermore, we found that both attitude and intention to use have significant influence on intention to buy a tablet device. In fact, it is interesting to observe that intention to use has the strongest influence on intention to buy. This result implies that consumers are more likely to purchase a tablet device if they would get a chance to use it beforehand.

Implications

Our research study has the following two major theoretical contributions. First, the study addresses how different aspects of technology acceptance and features of tablet devices impact consumers' willingness to adopt tablet devices. Given that tablet computers and dedicated e-reading devices are becoming increasingly popular, the present study makes a contribution to the research on the adoption of these technologies.

Second, we have conceptualized perceived benefit into three parts: ecoconsciousness, social prestige, and extra services in the tablet computer adoption context. We have empirically tested the relationships of these variables with attitude toward using tablet devices. While most prior adoption research conceptualized perceived benefit as an overall benefit of using a system (i.e., perceived usefulness), our conceptualization and subsequent analysis sheds light on which benefit actually motivates consumers to adopt tablet devices for e-reading.

Our study findings have practical implications for tablet manufacturers and newspaper publishers. First, we found that eco-consciousness played a significant role for tablet adoption. Thus, the manufacturer needs to bring up the green values of using tablet computers for reading and avoiding printed media. As we found the influence of eco-consciousness on attitude as weak, we suggest manufacturer on describing how the tablet devices are eco-friendly in their marketing campaign.

Second, for newspaper industry, we recommend that only those devices that are easy-to-use are utilized as the main channel for content distribution. It might be that general tablet devices like iPad and Samsung Galaxy are most prominent for newspapers which have also color full content and can utilize embedded videos while single purpose devices such as Amazon Kindle could be more suitable for just ereading.

For tablet device manufacturers it seems that easy-of-use is still the most important feature and to be aimed for. Furthermore, the role of tablet devices as ways for reducing utilization of paper could be used as value based selling arguments in ads and marketing communication.

Limitations and future research

Our research has two major limitations that however also offer avenues for future research. First, the research was cross-sectional. The beliefs of the users regarding a system will change as the users gain experience of a target system but such changes cannot be captured with the type of cross-sectional study undertaken.

Second, our empirical analysis did not consider possible cultural differences, and different types of newspapers and magazines (e.g. local versus. national newspapers). Furthermore, we did not distinguish between different devices or operating systems (e.g. iPads vs. Android). Hence, we encourage empirical studies taking a comparative approach.

Third and finally, we did not examine the influence of price. Given that price is a key factor in setting the level of demand [44], future research incorporating the pricing of the newspaper and the potential value-added features would be managerially highly relevant. Ecoconsciousness I believe that using a tablet device is a good thing for the environment (X 1 ) I believe that using a tablet device would be an eco-conscious choice (X 2 ) I believe that using a tablet device would help to preserve natural resources (X 3 ) By using a tablet device, I believe I could help the environment (X 4 ) Ease of use I believe a tablet device is easy to use (X 5 ) I believe it is easy to get a tablet device to do what I want it to do (X 6 ) I believe my interaction with a tablet device would be clear and understandable (X 7 ) I believe that using a tablet device does not require a lot of my mental effort (X 8 ) Extra services Possibility to watch news videos (X 9 )

Get more information on certain factors in a news article by clicking the words (X 10 ) Possibility to see more picture material of certain news (X 11 ) Possibility to save interesting articles into an article bank on a tablet device (X 12 ) Social prestige Using a tablet device would help me feel accepted (X 13 )

Using a tablet device would improve the way I am perceived (X 14 )

The use of a tablet device would give its owner social approval (X 15 ) Attitude Using a tablet device would be interesting (Y 1 ) I would have fun using a tablet device (Y 2 )

The use of a tablet device would give me pleasure (Y 3 ) Intention to use Given that I had a tablet device, I predict I would use it (Y 4 ) Assuming a tablet device would be available for me I intend to use it (Y 5 ) Intention to buy I intend to purchase a tablet device in the short term (Y 6 ) I intend to purchase a tablet device in 5 years (Y 7 )

The response options ranged from 1, "totally disagree" to 7, "totally agree"

Figure 1

 1 Figure1presents the hypothesized research model.

Figure 1 .

 1 Figure 1.Research model

Appendix 1 .

 1 44. Venkatesh, V., Thong, J.Y.L., and Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology, MIS Quarterly, 36(1), 157-178. 45. Wati, Y., and Koo, C. (2012). Toward green IS adoption behaviors: A selfdetermination perspective, In: Proceedings of 45 th Hawaii International Conference on System Sciences (HICSS), Hawaii, USA. Survey items used to measure constructs and scaling

Table 1 .

 1 The scale means, standard deviations, reliability indexes and correlation matrix

	Construct	Mean S.D.  c	 v	1	2	3	4	5	6
	Eco-consciousness	3.58 1.72 .98 .92 1.00
	Ease of use	5.00 1.40 .92 .76 .11* 1.00
	Extra services	3.47 1.04 .84 .57 .22* .28* 1.00
	Social prestige	1.59 0.94 .91 .78 .15* -.04 .11* 1.00
	Attitude	3.94 1.66 .91 .77 .25* .35* .50* .23* 1.00
	Intention to use	4.45 1.83 .94 .73 .22* .38* .51* .12* .77* 1.00
	Intention to buy	2.76 1.64 .84 .67 .19* .30* .38* .23* .65* .65*
	S.D.: standard deviation,  c : composite reliability,  v : average variance extracted.  c : (∑λ) 2 /((∑λ) 2 +∑(θ)),
	 v : (∑λ) 2 /(∑λ 2 +∑(θ)), λ: indicator loading, θ: indicator error variance. *=correlation is
	significant at .01 level (2-tailed).


Lara S G Piccolo

Heiko Hornung

Cecília Baranauskas

Roberto Pereira
email: roberto.ihc@gmail.com

Designing to Promote a New Social Affordance for Energy Consumption

Keywords: Eco-feedback technology, Energy consumption, Affordances, Motivation, Human-Computer Interaction, Organizational Semiotics

The relation between energy consumption and its environmental impact is weak or even almost inexistent in the Brazilian scenario due to sociocultural reasons. This work takes advantage of an experimental smart grid deployment scenario to propose the concept of Social Eco-feedback Technology. It aims at establishing this relation by promoting a new social affordance (behavior pattern), favoring a new way of perceiving energy. The concept of affordance and artifacts of the Organizational Semiotics are extended to encompass both the analysis of actual and intended behavior through a new technology design.

Introduction

The smart grid wave [START_REF]The Smart Grid: An introduction[END_REF] is a manifestation of the need to rethink the way energy has been generated, distributed, and used around the world, especially considering that the natural resources of the planet have already been over-consumed, although not equally distributed among the whole population [37]. Energy companies throughout the world have specific interests in deploying smart grid technologies [START_REF] Darby | Smart metering: what potential for householder engagement?[END_REF] capable of lowering costs of energy distribution, reducing demand during peak time, etc. Mainly in developed countries, providing more detailed information about how energy has been consumed, a possible feature that might be related to the smart grid technology, has been considered a crucial step for consumption reduction as a response to the pressure for restraining the climate change [START_REF] Darby | Smart metering: what potential for householder engagement?[END_REF].

In the Human-Computer Interaction (HCI) domain, energy consumption is emerging as an important topic of interest [START_REF] Pierce | Some consideration on the (in)effectiveness of residential energy feedback systems[END_REF] and many different approaches have been adopted to design consumption displays intending to promote a more sustainable individual behavior. According to the review of energy related-work by Pierce and Paulos [START_REF] Pierce | Beyond energy monitors: interaction, energy, and emerging energy systems[END_REF], other studies that focus on the design and evaluation of energy consumption feedback are situated in domestic upper-middle class population of "developed" contexts.

Some particularities of Brazil have framed energy-related research in the country in the last years, in such way that the importance of the connection between consumption and the natural environment by individuals has been underestimated.

Comparing it to other countries, especially to the United States and Europe, the energy is mostly generated by hydro plants, which are less polluting than thermoelectric power, commonly used worldwide [START_REF]European Commission. Energy Sources, Production Costs and Performance of Technologies for Power Generation, Heating and Transport[END_REF]; the energy consumption per capita in Brazil is below the world average -in 2009 the Brazilian average reached 2.206 kWh, while the world average was 2.806 kWh; in the United States it was 12.900 kWh and in Europe 6.063 kWh [START_REF]Consumo de Energia Eléctrica[END_REF].

Nevertheless, Brazil was set in the last position in a 17 countries ranking of a survey that inquired people about the correlation between environmental impact and energy consumption. Asked about factors with a negative impact on the environment, only 27% of Brazilians respondents mentioned individual energy consumption [START_REF]Understanding Consumer Preferences in Energy Efficiency[END_REF]. Results from a survey situated in this research scenario reinforce this panorama. Participants were asked "how do you believe that saving energy might contribute to the environment?" In low-income areas, 85% of respondents said to not know the answer, while only 7% correlated energy usage with new dams or power plant building. These results are related to socioeconomic level of the population, but the "I do not know" answer was in general predominant [START_REF] Piccolo | Climbing the Ladder with Energy: informing the design of Eco-Feedback Technology with a Social Approach[END_REF]. The survey, part of two smart grid programs also pointed out the consensual interest (95%) in receiving more information about conscious consumption, as well as the lack of awareness of people's own consumption: in one of the areas, 90% declared not to know the average of their consumption in kWh.

While these numbers provide an overview about how people perceive individual energy consumption and connect it to environmental impacts, 71 new hydro plants have been planned and built from 2008 to 2017 according to the official national plan of energy generation [START_REF] Brazil | Ten Year Plan for Energy Expansion (PDE[END_REF], in addition to the 140 already in operation, in order to supply the increasing demand resulting from the economic development and the forecasted population growth.

Coping with this scenario, this study aims at promoting a new social affordance [START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF] [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF] regarding energy consumption, which means favoring a new way of perceiving and relating to energy and the natural environment, leading to different patterns of behavior. In line with [START_REF] Darby | Smart metering: what potential for householder engagement?[END_REF] and [START_REF] Pierce | Beyond energy monitors: interaction, energy, and emerging energy systems[END_REF], this study intends to take advantage of an experimental deployment of smart grid in Brazil to establish this new relation by means of a technology introduction that has been designed with this purpose. To situate this investigation in the Brazilian context considering socio and cultural aspects in the design, the Organizational Semiotics (OS) [START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF] [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF] approach has been the theoretical basis.

In the next session, an overview eco-feedback technology is presented highlighting the need to consider the social context of its usage. Then, we propose the Social Energy Eco-Feedback Technology concept, by mapping the reality into an ontology chart. We also propose a new approach to use this artifact for representing intended behavior with the new technology design. Further session describes norms that guide the technical device development, followed by a discussion regarding OS methods and results. The last session concludes and points out future works.

The role of Eco-feedback Technology

In the energy consumption domain, feedback has been defined by Spagnolli [START_REF] Spagnolli | Eco-Feedback on the Go: Motivating Energy Awareness[END_REF] as "information about the consequences of household actions that involve electricity consumption", and awareness as a condition for conservation, since it represents the "knowledge users acquire about how and why to reduce waste by operating devices more efficiently, including hints that show a larger environmental impact".

Ambient displays, mobile devices, and online visualizations are possible types of Eco-feedback Technology (EFT) designed to incite the transformation of individual's behavior regarding the environment [START_REF] Froehlich | The design of eco-feedback technology[END_REF]. The presence of an EFT was found to lead to a consumption reduction between 5 and 20% [START_REF] Darby | Smart metering: what potential for householder engagement?[END_REF] [START_REF] Pierce | Some consideration on the (in)effectiveness of residential energy feedback systems[END_REF].

Froehlich et al. [START_REF] Froehlich | The design of eco-feedback technology[END_REF][8] evaluated design aspects and motivational techniques for EFT such as goal-setting, comparison, incentive, etc., pointing out some open issues in the HCI area, especially when considering the social domain of the EFT usage, such as the effectiveness of competition as a motivational strategy. In [START_REF] Pierce | Beyond energy monitors: interaction, energy, and emerging energy systems[END_REF], the authors identified works that have raised some criticism regarding the approach that deals only with individual's behaviors, disregarding the social dynamics. Dourish [START_REF] Dourish | HCI and environmental sustainability: the politics of design and the design of politics[END_REF] argues that this dominant approach into environmental topics in HCI is self-limiting. Besides addressing cultural and political aspects in the design, he suggests to "connect people through their actions and their consequences", persuading people by the empowerment of collective actions, instead of individually connecting actions to their consequences.

Other studies are also based on social strategies: [START_REF] Johnson | Beyond kWh: Myths and fixes for energy competition game design[END_REF] evaluated the effectiveness of competition, which yielded controversial results regarding this strategy; [START_REF] Dick | From consumers to owners: using meta-design environments to motivate changes in energy consumption[END_REF] proposed motivating social environments as one of the mechanisms to involve consumers with the feedback technology. This strategy relies on Social Norms and social proofs, which consider that people act in a certain way to be in line with action of others in similar context [START_REF] Goldstein | A Room with a Viewpoint: Using Social Norms to Motivate Environ[END_REF].

Hall [START_REF] Hall | The Silent Language[END_REF] argues that a technical device is the best way to trigger changes in peoples' behavior. Rokeach [START_REF] Rokeach | Long-term Value Change Initiated by Computer Feedback[END_REF], and Sanders and Atwood [START_REF] Sanders | Value Change Initiated by the Mass Media[END_REF] present different experiments where computer and mass media are used to let people become aware of their values. They assert that when individuals become aware of the contradictions between their conceptions of self and their values, attitudes, or behavior, they will reorganize their values and attitudes, and thus, their behavior, in order to make them more consistent with their conceptions of self.

In the next session, a social eco-feedback technology is presented, starting from the concept of affordance, which supports the proposal of a technical solution.

Social affordances and eco-feedback technology

Affordance is a concept associated to how people relate to the environment and to the things that are part of it. Gibson [START_REF] Gibson | The Ecological Approach to Visual Perception[END_REF] defined affordance in the ecological context as a result of the relationship between physical properties of the environment and the experience of the perceiving actor, which is subjective. Norman applied this concept to design [START_REF] Norman | The Design of Everyday Things[END_REF] proposing later [START_REF] Norman | Affordance, conventions, and design[END_REF] a distinction between real affordances -related to the physical properties of the world -and perceived affordances, which instead of that are subjective representations in the mind. Those properties determine how the thing could possibly be used. Taking advantage of it, no labels or instructions would be needed. More recently [START_REF] Norman | Simplicity is not the answer[END_REF], Norman reviewed the concept centering it in the social domain. Signifier is the term Norman proposes to replace affordance, meaning what people need, and what design must provide. Social signifier is the most important class of signifier because most actions people do are social. For him, social signifiers are broader and richer than affordaces. They include culture and experiences, similarly to Stamper's social affordance idea [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF].

Stamper [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF] extends Gibson's concept of affordances of the ecological environment to the social environment, arguing that people as agents acting in the social environment are dependent on the knowledge that has been built up and handed down from generation to generation in a society, subsidizing the idea of Social affordances as repertories of behavior tuned to the social environment.

Darby [START_REF] Darby | Smart metering: what potential for householder engagement?[END_REF] applied Gibson's concept of affordance to understand how householders have perceived and used different types of consumption feedback considering the energy bills and meters, the in-home displays, and on-line visualizations. According to Darby, introducing affordances in the study of the new technology centered the smart metering technology development on the users and in their relation to energy and the new devices.

The concept of social affordance and its nuances in terms of how people relate to the environment and socially interact with it influences the proposal of a technical artifact that aims at changing the way people perceive and relate energy and the natural environment to their actions.

A Social Energy Eco-Feedback Technology

Differently from most ETF proposals, which are contextualized in the domestic domain [START_REF] Pierce | Beyond energy monitors: interaction, energy, and emerging energy systems[END_REF], this study proposes an EFT that aims at tackling energy consumption collectively, within a social group. The Social Energy Eco-feedback Technology (SEET), or SEETree, due to the metaphor of a tree applied as a signal to connect energy and the natural environment, consists on a public display and a physical installation located in gathering areas to configure and represent results of energysaving collective actions. The way the tree is lightened represents achievements of a collective saving action. The SEETree design concept is grounded in the Organizational Semiotics approach as follows.

Organizational Semiotics (OS) is a discipline that studies information and its functions in organized domains, such as a company, a digital system, or the introduction of a new technology in society, as is the focus of this study. SO provides methods and techniques for understanding and modeling information systems, considering social and human activities as part of this system [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF] [START_REF] Stamper | Semiotic Methods for Enterprise Design and IT Applications[END_REF].

A set of OS methods named MEASUR -Methods for Eliciting, Analyzing and Specifying User Requirements [START_REF] Stamper | MEASUR: Method for Eliciting, Analyzing and Specifying User Requirements[END_REF][34] -supports requirements analysis by considering that an organization is a system of norms that the members share through signs (information). A norm then is a field of force that influences the members of the community with respect to how they behave or think [START_REF] Stamper | Social Norms in Requirements Analysis -an outline of MEASUR. Requirements Engineering Technical and Social Aspects[END_REF] and can be understood as 'pattern' or 'standard', governing meanings, intentions, knowledge, responsibilities and influence exerted.

In order to propose an information system that intends to promote individual and collective awareness of electricity usage, this study relies on two methods of MEASUR: (i) Semantic Analysis Method -SAM [START_REF] Kolkman | Problem Articulation Methodology[END_REF]: proposes semantic models of patterns of behaviors (shared meanings) based on agents and affordances, to map ontological dependencies among them; (ii) Norm Analysis Methodology -NAM [START_REF] Stamper | Understanding the Roles of Signs and Norms in Organisations: a semiotic approach to information system design[END_REF][33] [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF]: models the social rules identified and specified as the conditions and constraints for realizations of the affordances, considering typical behavior of research scenario gathered by surveys [START_REF] Piccolo | Climbing the Ladder with Energy: informing the design of Eco-Feedback Technology with a Social Approach[END_REF].

SAM and Social Affordances

We subscribe to the notion that the world is socially and subjectively constructed [START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF]. Considering this, Stamper proposed that Gibson's theory of affordance can be naturally extended to the social world for studying social behavior, and introduced the concept of social affordance, which has been applied in the OS domain as "a pattern of behavior that is shared in a social community", has a start and finish time, and a starting and finishing authority [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF] [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF].

In this sense, before promoting a change in the way people relate to energy, it is important to understand current patterns of behavior, which are, according to literature, mostly unconscious and guided by the environment [START_REF] Jelsma | Designing 'Moralized' products: theory and practice[END_REF] [START_REF] Pierce | habits, and energy: examining domestic interactions and energy consumption[END_REF]; and according to data gathered in local surveys, they are not directly related to the natural environment people live in [START_REF] Piccolo | Climbing the Ladder with Energy: informing the design of Eco-Feedback Technology with a Social Approach[END_REF]. This way, it could be possible to establish target norms, or behaviors that the new technology intends to promote.

The ontology model, part of the SAM, maps the vocabulary of the problem domain and graphically represents the nature of reality by ontological (and temporal) dependencies between affordances and agents [START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF] [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF]. Agents (graphically represented by ellipses) are affordances that can take responsibility for their actions and actions of others [START_REF] Salter | Using Semantic Analysis and Norm Analysis to Model Organisations[END_REF]. Both agents and affordances can have attributes called determiners. Figure 1 illustrates the ontology model of this study considering firstly the current state (in gray), then the possible future reality by means of a new technology (in white).

In the current reality, a particular Society is the root agent of the model, which means it affords, i.e. determines how we conceptualize and perceive the "natural environment" and the natural resources that the agent Energy generator uses in the generation process, such as water from dams. This energy is then distributed to existing buildings by the Energy distributor, which means that the energy distribution ontologically depends on the natural resources and energy produced by the Energy generator agent. The affordance energy consumption, which is represented in kWh, depends on the distribution and on the agent person (who consumes it) to exist. The Energy metering affordance depends on the consumption and distribution to measure and to show the consumption through its display. Reading this display to generate the bill is an Energy distributor responsibility, while the bill payment is a householder's responsibility. The energy consumption impacts the natural environment via energy generation. However, the person who consumes energy in households, schools, etc., is not aware of this connection.

In the new scenario, represented in white, a public display (the SEETree) appears as an affordance of buildings. It consists on a public installation located in a building that is attended by groups of people. By means of the public display, people may establish an agreement and configure collective saving actions by setting the level of consumption reduction, the number of days to achieve this challenge, and identifying those buildings with smart metering that will join the challenge. The collective action is intended to create an awareness of the impact of the energy consumption in the natural environment, possibly motivating people to more conscious energy consumption; the target people are both: who are part of groups, and those motivated by them. The ontology chart (OC) in Fig. 1 differs in some epistemological aspects from a conventional OC [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF] [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF] or "Stamper's OC" [START_REF] Stamper | Understanding the Roles of Signs and Norms in Organisations: a semiotic approach to information system design[END_REF]. We thus call the type of OC presented in Fig. 1 OC for Intended Reality (OC4IR). Table 1 lists the main differences between the two types. In short, an OC4IR extends an OC with a part that models a possible future reality that is intended by the designers and possibly other existing or new stakeholders. Since it might introduce new affordances, agents, and ontological dependencies, it is conceivable that there are additional stakeholders in this future reality. The OC4IR is an intermediary document: once the innovation is being designed and disseminated, the OC4IR serves as the blueprint for the next OC that then represents the "new" actual reality. Consequently, it can be expected that the "new" OC deviates in some aspects from the OC4IR, as new stakeholders create a shared understanding of the new reality. For instance, if, for different reasons, awareness of the impact of energy consumption is still not afforded as expected, this will be reflected in the new OC. Furthermore, even parts of the "old" OC might change, e.g., if new stakeholders with new insights are introduced that result in a different shared understanding. The most notable difference between an OC and an OC4IR lies in the "affordances" of the intended future reality. All stakeholders subscribe to the part that models actual reality, at least designers subscribe to the possible future reality.

Purpose of the model?

To document a shared model of actual reality (the Information System) and to eventually create a computational representation of the technical Information System. Document the designers' (and possibly other stakeholders') understanding of the innovation task. Inform design: define new stakeholders, affordances, norms, and assumptions about the future, leading to requirements.

Agent

As defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF].

As defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF]; new agents become stakeholders.

Affordance

As defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF].

Affordances of actual reality (A act ) as defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF]; "affordances" of possible reality (A pos ) still need to be established and made perceivable à core challenge of design intention.

Ontological dependency

As defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF].

As defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF].

Norm

As defined in [START_REF] Gazendam | The evolution of organisational semiotics: A brief review of the contribution of Ronald Stamper[END_REF][START_REF] Stamper | Organisational semiotics: Informatics without the computer? Information, organisation and technology: Studies in organisational semiotics[END_REF]; prevalence of behavioral norms, expressed in deontic logic.

Additionally: other types/categories of norms regarding intentions, expectations or motivations.

Norms

An organization can be seen as a system of social norms, which have the function of determining patterns of behavior, and whether they are legal or acceptable within the social context, defining a culture. Norms are developed as collective affordances through practical experiences of people (agents) in the society, influencing how people perceive the world, make judgments and possibly guiding their behavior according to a subjective evaluation of a situation. Norms can be manipulated, applied and disregarded accordingly [START_REF] Stamper | Social Norms in Requirements Analysis -an outline of MEASUR. Requirements Engineering Technical and Social Aspects[END_REF]. Behavioral norms, for example, are described according to the structure of an explicit rule for a certain community and a certain purpose, if x then A is (obliged/permitted/forbidden) to do y where x is some perception of the situation, A is a responsible agent (a person or group of people) and y is the action. The agent A can only act in accordance with the norms of the community for the given purpose if he/she/it has the information necessary for perceiving the situation and the power to communicate other information where the action calls for it [START_REF] Stamper | Social Norms in Requirements Analysis -an outline of MEASUR[END_REF].

Table 2 summarizes norms classification found in OS literature [START_REF] Liu | Semiotics in Information Systems Engineering[END_REF][34]:

Criteria

Types of norms Description

Formality

Informal

Norms that are known by people who can live according to them without their being able to express them in writing.

Formal

Norms that can be performed by people following explicit written norms or rules which they can be trained to perform in a rather mechanical way.

Technical

Norms that are handled in this way or are so exactly specified as to be capable of automation.

Aspects of the behavior they govern

Perceptual How people receive signals from the environment via their senses through media such as light, sound and taste.

Cognitive

Enable one to incorporate the beliefs and of a culture, to interpret what is perceived, and to gain an understanding based on existing knowledge.

Evaluative

Help explain why people have certain beliefs, values, and objectives. Vary between cultures. Behavioral Govern people within regular pattern.

Denotative

Direct the choices of signs for signifying; such choices are culture-dependent, such as certain colors to signify happiness.

The effects of their execution

Standing orders

Result in a change in the physical world, because they are commands to perform actions, expressed as one may, may not, must or must not do something.

Status

Define social structure and legal relations, designating liability, right or no-right over certain events or actions.

Powers of intervention

Invoke or inhibit the use of existing standing orders.

Legislative powers Change other norms.

Types of objects that they are applied to

Substantive Core business function and operation.

Communication

Patterns, structures and procedures of communication within an organization.

Control

Introduce sanctions and rewards, acting as a mechanism to reinforce that everyone does what he or she is supposed to do, as prescribed by other two types of norms.

According to the Semantic Analysis and the OC4IR, in the next session norms from the actual reality and intended reality are described.

Identified norms and behavior

In preliminary work [START_REF] Piccolo | Motivational Aspects in Energy Feedback Systems Design[END_REF], a set of norms was identified based on interviews with energy company employees, most of them regarding commercial relationship between customers and the energy company, i.e., how people prioritize energy bill payment among other monthly bills, or reasons to adopt an illegal connection instead of paying for the energy regularly. Part of this set of norms is considered here because they express values and, consequently, how people relate to energy.

Beyond this qualitative analysis, two surveys done as part of Smart Grid deployment projects also subsidize norms identification. A total of 280 householders members of the projects answered a questionnaire of about 140 questions in the Brazilian state of Minas Gerais, which is partially urban and mostly rural; other 165 householders participated of the survey in the city of Rio de Janeiro, most of them from low-income areas. Interviews were conducted face-toface by a research institute in 2011 in Minas Gerais and in 2012 in Rio de Janeiro. Results of the survey previously analyzed [START_REF] Piccolo | Climbing the Ladder with Energy: informing the design of Eco-Feedback Technology with a Social Approach[END_REF] and related to social life, environmental concerns, motivation, and how they relate to energy and to each other in daily life were selected to set norms.

Table 3 describes the norms and presents their classification from the Table 1, firstly in terms of formality informal, formal and technical levels, then according to the other types of norms. Entities represented in the first part are related to the traditional OC (actual reality), followed by those related to the OC4IR.

Discussion

From the collection of norms, we observe that the actual scenario is mostly constituted by formal and technical norms, while the possible future reality is dominated by informal norms, especially those related to the social psychological view. This is aligned to the intended aim of the new technology design of promoting behavior change. As for the aspects of behavior they govern, we notice more evaluative norms in the new set, suggesting more involvement of people in the joint action and collective achievement. Regarding the types of objects that the new set of norms are applied to, there is predominance of communication over control or substantive norms, as the whole scenario inherits the substantive norms of the OC. The norms description also indicates some elements to drive the design (underlined), such as green area, flooding, natural environment, trash disposal, etc.

Conclusion

The relation between energy consumption and its environmental impact is weak or even almost inexistent in some sociocultural scenarios. This paper presented the concept of Social Eco-feedback Technology, drawing on the social affordance notion and on the analysis of data regarding the connection of energy consumption and the natural environment in Brazil. This approach to energy feedback differs from those in the state of the art firstly by dealing with low-income areas in a developing scenario, and then by proposing a collective interactive solution for a public area. The analysis and design process have been based on Organizational Semiotics artifacts, which helps to analyze information systems and the introduction of a technology within a social dimension. To consider the possible future influences by this technology, an adaptation of traditional artifacts of Organizational Semiotics was made. Further work involves designing a system that enables the informal and formal norms regarding collective saving interaction and then evaluating the technical solution proposal with regard to its potential for promoting the intended social behavior change.

Fig. 1 .

 1 Fig. 1. The Ontology Chart of the relation with energy and the Social EFT proposal

  when using electricity in the household THEN users MAY think about natural resources consumptions I Evaluative Cognitive FREQUENTLY when using electricity in the households THEN users SHOULD discuss about energy consumption and the natural environment I Cognitive, Communica tion MOST OF TIMES when interested in preserving the natural environment THEN person SHOULD consider other natural resources, not restricting it to recycling/trash disposal [21] I Denotative MOST OF TIMES when wasting energy THEN individuals SHOULD relate it to environmental consequences I Evaluative Perceptual FREQUENTLY when interested in consciously consuming energy THEN families SHOULD check and discuss about the current consumption[START_REF] Piccolo | Motivational Aspects in Energy Feedback Systems Design[END_REF] with a collective saving collective action THEN users MAY motivate other people in the society to consume more consciously[START_REF] Piccolo | Motivational Aspects in Energy Feedback Systems Design[END_REF] I Evaluative ALWAYS when involved with a collective saving energy challenge THEN users SHOULD engage their family in the commitment[START_REF] Piccolo | Motivational Aspects in Energy Feedback Systems Design[END_REF] I Behavioral FREQUENTLY when involved with a saving commitment THEN users MAY want to share their achievements with people they know[START_REF] Piccolo | Motivational Aspects in Energy Feedback Systems Design[END_REF]

Table 1 .

 1 Comparing Stamper's OC with the OC for Intended Reality

		Stamper's OC	OC4IR
	What is modeled?	An ontology in the philosophical sense, i.e. a shared representation of actual reality.	Apart from actual reality, a possible future reality as intended by designers.
	Who
	subscribes to	All involved stakeholders.
	the model?

Table 2 .

 2 Types of norms[START_REF] Liu | Semiotics in Information Systems Engineering[END_REF][START_REF] Stamper | Understanding the Roles of Signs and Norms in Organisations: a semiotic approach to information system design[END_REF]

Table 3 .

 3 Norms description according to the actual reality and intended reality

	Entity	Norm description	I/F/T	Type of norm
	Actual reality norms (OC)
			ALWAYS when the energy consumption increases, THEN		Standing
	Energy generator	energy generator MUST produce more energy to supply the demand ALWAYS when the energy consumption is predicted to reach the limit, THEN the government HAVE TO plan new power plants construction to generate more energy SOMETIMES, when the demand for energy is close to reach the limit, THEN the Energy generator MUST activate thermoelectric power plants	T T F F	order, Substantive Power of intervention Standing order. Power of intervention
	Energy	distributor	ALWAYS when a person wants to have energy in a building, THEN the Energy distributor MUST install an energy metering WHENEVER when the month is about to end, THEN the Energy distributor HAVE TO read the consumption	T F F	Status Substantive
			registered by the meter
	Impact	MOST OF TIMES, when new power plants must be built, dams THEN new green areas HAVE TO be flooded to create new	T	Status
			MONTHLY, when the Energy distributor sends the bill,
	House-	holder	THEN the householder HAVE TO pay for the energy consumed MOST OF TIMES, when the householder pays the bill, THEN he/she SHOULD be aware of the amount of energy	F I	Status Cognitive
			they have consumed (they are not [21])
			MOST OF TIMES, when in contact with people who do not
			pay for energy THEN consumers MAY believe that they	I	Denotative
			should not pay for energy too [21]
	Person	MOST OF TIMES, when having incomplete education level [21] THEN a person may not make sense of concepts associated with the energy consumption and its bill (kWh), %, charts	I	Cognitive
			FREQUENTLY, when having a household budget increase
			THEN low-privileged consumers CAN buy more new	F	Evaluative
			domestic electronic devices [21]