Theoretical Framework Of Fishbein's Theory

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Theoretical Framework
Several theoretical models have been developed and applied to study the acceptance and usage behavior of information technologies, but among the various theories proposed, most popular include Ajzen and Fishbein’s Theory of Reasoned Action and Theory of Planned Behavior; Davis’ Technology Acceptance Model, Venkatesh et al.’s Unified Theory of Acceptance and Use of Technology, and Rogers’ Diffusion of Innovation Model.

Since 1950s, psychologists have been trying to connect the aspects of attitude and behavior to adoption. Fishbein’s work (1967) had identified the importance of conscious intention in contributing to the behavior, as well as the influence of the expected outcomes on the strength of intention. Fishbein added a social dimension to this cognitive perspective on behavior, by incorporating the influence of “subjective norms” or social pressures. He also distinguished between an individual’s attitude towards an “object” such as cancer, and their attitude towards performing an action relating to that object, such as having a mammogram, and demonstrated that attitude towards performing the action as a more effective predictor of actual behavior.

These ideas formed the basis of The Theory of Reasoned Action (Fishbein
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It was argued that high levels of perceived usefulness and ease of use counteract the influence of a negative attitude towards a technology, especially in the work context. Technology Acceptance Model (TAM) is considered one of the most influential and most widely used by researchers to describe the acceptance of a particular technology by individuals, studying the influence of human factors in the adoption of new technologies (Dillon & Morris, 1996; Lee, Kozar & Larsen, 2003; Silva,

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