Application of Behavioral Theory in Predicting Consumers Adoption Behavior

Authors:
Mahmud Akhter Shareef;Vinod Kumar;Uma Kumar;Ahsan Akhter Hasin
Affiliations:
Sprott School of Business, Carleton University, Ottawa, ON, Canada;Sprott School of Business, Carleton University, Ottawa, ON, Canada;Sprott School of Business, Carleton University, Ottawa, ON, Canada;Department of Industrial and Production Engineering, Bangladesh University of Engineering & Technology, Dhaka, Bangladesh
Venue:
Journal of Information Technology Research
Year:
2013

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Abstract

A society produces some values, ideas, intentions, and speculations about the human personality. These perceived psychological phenomena depend on rules, regulations, relationships, culture, tradition, etc. Depending on cultural factors, the behavioral intention to adopt online system operated through information and communication technology ICT can be affected vividly. Since adoption of ICT potentially depends on citizens' beliefs and attitude toward technology, adoption behavior of users should be revealed considering citizens behavioral differences. Technology Acceptance Model TAM by Davis et al. 1989 is a strong information system theory that models how users come to accept and use a technology. However, the foundation of TAM including many other ICT adoption models has been developed from the deep insight of two popular and widely used behavioral theories named Theory of Reasoned Action TRA and the Theory of Planned Behavior TPB. To understand ICT adoption behavior, these two theories can provide generalized concept of human behavioral attitude and different beliefs which ultimately lead to behavioral intention to adopt ICT. This study has set its first objective to explore TRA and TPB as the theoretical foundation of behavioral attitude toward ICT-based online adoption. Then, based on that theoretical paradigm, our second objective focuses on developing a theoretical framework of revealing generalized ICT adoption and diffusion behavior.