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Theory of reasoned action (TRA) and theory of planned behavior (TBA)

Briefly discuss two constructs of the theory of planned behavior (TPB) applied in the article Wheeler & Chapman N, (2014). Discuss how each construct was applied/measured in the study. Give specific examples. Discuss one additional construct of the TRA or TPB based on a peer-reviewed journal article you find from the last 10 years. Include how the construct was applied and/or measured in the program. Be sure to include proper citation of the article in your posting

Theory of Reasoned Acceptance

This theory was developed to predict and comprehend human behavior and attitudes. It critically evaluated behavioral intentions rather than the attitudes as predictors of behaviors, the theory also implies that actual behavior could be determined by previous intentions alongside beliefs that a person has for the given behavior (Fishbein and Ajzen, 2010: xvii).  The theory claims that the power of individuals’ behavior come from two factors: attitude towards the behavior and subjective norms or social influence.

These factors may have different effects on behavioral intention because individual attitude and social norms may have different strengths among individuals i.e. behavior depends on how he/she thinks of the views of the people around. As a limitation of RAT, an individual may engage in behaviors with no regard to what the people around view it or deciding to go against one’s own attitude towards the behavior. The theory of Planned Behavior was formulated which therefore set out in the prediction of people’s intentions to engage in behavior for given context and describe all behaviors over which an individual has the capacity of self-control (Azjen, 2006). These theories were then modified by Fred Davis originating into the Technology Acceptance Model that aim at prediction and rejection of modern technology.

Therefore one may accept technological changes in an organization due to positive reasons such as motivation from trustworthy members of society (Powell, & Wimmer, 2017) .In their study on parental perceptions and recommendations of computing majors by applying the TAM, which ends to influence the decision of a student on whether to major in Computing Courses or not to.

Technology Acceptance Model

This IS theory models how users when presented with a new technology come to accept and use it as influenced by various factors: Perceived Usefulness (PU) defined as “the degree to which a person believes that using a particular system would enhance his or her job performance” (Davis, 1989) and Perceived ease-of-use (PEOU) defined by Davis as “the degree to which a person believes that using a particular system would be free from effort” (Davis 1989).

In the case of PU, users adopt availed technology with regard to the effect on productivity i.e. speed-up in processing, quality, etc. While PEOU bases on the capability and confidence of users about the technology to be adopted, its simplicity and user friendliness.

Generally, Perceived usefulness and Perceived ease of use majorly affect the rate of technology adoption in organization as based on the theories discussed.

References

F.D. Davis, Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly 13(3), 1989, pp. 318–340.*

Fishbein, M and Ajzen, I (2010). Predicting and changing behaviour the reasoned action approach. Taylor and Francis.

Powell, L. & Wimmer, H. (2017).Parental Perceptions and Recommendations of Computing Majors. From ERIC. Information Systems Education Journal.