學(xué)習(xí)匯報-基于技術(shù)接受模型的行為理論概述

學(xué)習(xí)匯報2

——基于技術(shù)接受模型的行為理論概述

技術(shù)接受模型TheoryofReasonedAction(TRA)CoreConstructsDrawnfromsocialpsychology,TRAisoneofthemost

fundamentalandinfluentialtheoriesofhumanbehavior.Ithasbeenusedtopredictawiderangeofbehaviors(seeSheppardetal.1988forareview).Davisetal.(1989)appliedTRAtoindividualacceptanceoftechnologyandfoundthatthevarianceexplainedwaslargelyconsistentwithstudiesthathademployedTRAinthecontextofotherbehaviors.AttitudeTowardBehaviorSubjectiveNormTechnologyAcceptanceModel(TAM)CoreConstructsTAMistailoredtoIScontexts,andwasdesignedtopredictinformationtechnologyacceptanceandusageonthejob.UnlikeTRA,thefinal

conceptualizationofTAM

excludestheattitudeconstructinordertobetterexplain

intentionparsimoniously.TAM2extendedTAMbyincludingsubjectivenormasanadditionalpredictorof

intentioninthecaseofmandatorysettings(Venkatesh

andDavis2000).TAMhasbeenwidelyappliedtodiversesetoftechnologiesandusers.PerceivedUsefulnessPerceivedEaseofuseSubjectiveNormMotivationalModel(MM)CoreConstructsAsignificantbodyofresearchinpsychologyhassupportedgeneralmotivationtheoryasanexplanationfor

behavior.Severalstudieshaveexaminedmotivational

theoryandadapteditforspecificcontexts.Vallerand(1997)presentsanexcellentreviewofthefundamental

tenetsofthistheoreticalbase.Withintheinformation

systemsdomain,Davisetal.(1992)appliedmotivationaltheorytounderstandnewtechnologyadoption

anduse(seealsoVenkateshandSpeier1999).ExtrinsicMotivationIntrinsicMotivationTheoryofPlannedBehavior(TPB)CoreConstructsInTPB,perceivedbehavioralcontrol

istheorizedtobeanadditionaldeterminantofintention

andbehavior.Ajzen(1991)presentedareviewof

severalstudiesthatsuccessfullyusedTPBtopredictintentionandbehaviorinawidevarietyofsettings.TPB

hasbeensuccessfullyappliedtotheunderstandingof

individualacceptanceandusageofmanydifferenttechnologies(Harrisonetal.1997;Mathieson1991;Taylor

andTodd1995b).ArelatedmodelistheDecomposed

TheoryofPlannedBehavior(DTPB).Intermsof

predictingintention,DTPBisidenticaltoTPB.Incontrast

toTPBbutsimilartoTAM,DTPB“decomposes”attitude,subjectivenorm,andperceivedbehavioralcontrol

intoitstheunderlyingbeliefstructurewithintechnology

adoptioncontexts.AttitudeTowardBehaviorSubjectiveNormPerceivedBehavioralControlCombinedTAMandTPB(C-TAM-TPB)CoreConstructsThismodelcombinesthepredictorsofTPBwithperceivedusefulnessfromTAMtoprovideahybridmodel(TaylorandTodd1995a).AttitudeTowardBehaviorSubjectiveNormPerceivedBehavioralControlPerceivedUsefulnessModelofPCUtilization(MPCU)DerivedlargelyfromTriandis'(1977)theoryofhumanbehavior,thismodelpresentsacompetingperspective

tothatproposedbyTRAandTPB.Thompsonetal.(1991)adaptedandrefinedTriandis'modelforIScontextsandusedthemodeltopredictPCutilization.However,thenatureofthemodelmakesitparticularlysuitedtopredictindividualacceptanceanduseofarangeofinformationtechnologies.Thompsonetal.(1991)soughttopredictusagebehaviorratherthanintention;however,inkeepingwiththetheory'sroots,thecurrentresearchwillexaminetheeffectofthesedeterminantsonintention.Also,suchanexaminationisimportanttoensureafaircomparisonofthedifferentmodels.Job-fitComplexityLong-termConsequencesAffectTowardsUseSocialFactorsFacilitatingConditionsInnovationDiffusionTheory(IDT)Groundedinsociology,IDT(Rogers1995)hasbeenusedsincethe1960stostudyavarietyofinnovations,rangingfromagriculturaltoolstoorganizationalinnovation(TornatzkyandKlein1982).Withininformationsystems,MooreandBenbasat(1991)adaptedthecharacteristicsofinnovationspresentedinRogersandrefinedasetofconstructsthatcouldbeusedtostudyindividualtechnologyacceptance.MooreandBenbasat(1996)foundsupportforthepredictiveoftheseinnovationcharacteristics(seealsoVisibilityAgarwalandPrasad1997,1998;Karahannaetal.1999;Plouffeetal.2001).RelativeAdvantageEaseofUseImageVisibilityCompatibilityResultsDemon-strabilityVoluntarinessofUse

SocialCognitiveTheory(SCT)Oneofthemostpowerfultheoriesofhumanbehavioris

socialcognitivetheory(seeBandura1986).Compeau

andHiggins(1995b)appliedandextendedSCTtothe

contextofcomputerutilization(seealsoCompeauetal.1999);whileCompeauandHiggins(1995a)alsoemployedSCT,itwastostudyperformanceandthusis

outsidethegoalofthecurrentresearch.Compeauand

Higgins‘(1995b)modelstudiedcomputerusebutthe

natureofthemodelandtheunderlyingtheoryallowitto

beextendedtoacceptanceanduseofinformation

technologyingeneral.TheoriginalmodelofCompeau

andHiggins(1995b)usedusageasadependent

variablebutinkeepingwith