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Top2. Models Of Technologies Acceptance Evaluation
There are several models that explain the acceptance of technology by the users, being the TAM one of the most used (Sharma, Joshi, & Sharma, 2016). This model is based on the Theory of Reasoned Action (TRA), in which the Theory of Planned Behavior (TPB) is also based. More recently, the Unified Theory of Acceptance and Use of Technology (UTAUT) was developed based on 8 models, including the TRA and the TAM (Venkatesh, Morris, Davis, & Davis, 2003).
2.1. Theory of Reasoned Action
The TRA model was introduced by Fishbein and Ajzen in 1975, being widely used in social psychology, when the determinants of behavior (Davis, Bagozzi, & Warshaw, 1989) are concerned. This model is a very general model and should be adapted when the objective is to study the determinants of the computer technology’s use behavior (Davis et al., 1989). It consists of the variables (1) Actual Behavior, (2) Behavioral Intention, (3) Attitude Toward Behavior, (4) Subjective Norm, (5) Beliefs and Evaluations, and (6) Normative Beliefs and Motivation to Comply. The behavior of the user (Actual Behavior) is determined by the Behavioral Intention, which in turn is influenced by the Attitude Toward Behavior and the Subjective Norm. The Attitude Toward Behavior is influenced by the Beliefs and Evaluations, and the Subjective Norm by Normative Beliefs and Motivation to Comply (Figure 1).
Figure 1. TRA model (Davis et al., 1989)
According to Tan and Ramayah (2014), this model has been effectively applied in numerous studies in areas like knowledge management, medical studies, social psychology and information technology adoption.
2.2. Theory of Planned Behavior
The TPB model is a theory that explains individual behavior and was developed based on the TRA. This theory suggests that individual behavior is driven by intention that depends on three factors: (1) Attitude Toward the Behavior, (2) Subjective Norms, and (3) Perceived Behavioral Control, which, in turn, influence each other (Ajzen, 1991) (see Figure 2).
The TPB has been applied in various contexts including technology (Davis, 1989, Chang, 1998), and specifically applied to the use of mobile devices in higher education (Cheon, Lee, Crooks, & Song, 2012).