Success with End-U ser Computing (EUC) is dependen t on the voluntary behaviour of individuals, which is regulated by their attitudes. Even where proven opportunities exist for bene® cial deployment of EUC, adverse attitudes can inhibit use. Structural equation modelling was used to analyse survey data relating to the processes by which individuals form their attitudes towards computers. The results provide support for hypothesized in¯uences on attitudes from personality, product involvement, task characteristics, and com puter anxiety. Additional analyses reveal the eOE ects of dem ographic factors. Attitudes towards com puters provide a potentially more enduring measure of EUC success than do previous measures. Mechanism s for promoting positive attitudes towards computers are critical for full appreciation of the bene® ts of EUC.