significantly correlated to the intentions and predict the
actual behavior of a consumer. As shown in Fig. 5.3, Ajzen
(1991) describes three categories of beliefs in TPB:
(a) Behavioral beliefs that affect behavior and attitude,
(b) Normative beliefs from an individual’s subjective norm,
and (c) Control beliefs that deliver the basis for perceptions
of behavioral control. Figure 5.3 represents the TPB model
by Ajzen (1991).
Because of doubts in the definition of perceived behavioral control (PBC), this model has not been verified in
empirical settings. Godin and Kok (1996) indicated the
drawbacks in the model that some important variables such
as personality and demographic variables are also not taken
into consideration in TPB.
5.3.3 Combined Model TAM/TPB (TAM/TPB)
A hybrid model was introduced by Taylor and Todd (1995)
which combined the factors of the TPB with the ‘perceived
usefulness’ of TAM model. This model offers detailed
variables that help in understanding ‘behavioral intentions’
and ‘usage behavior’. Taylor and Todd (1995) introduced a
new variable to the experience of the user on IT and named it
‘previous experience’. In general, the combined model
reflects that the users’ experience levels should also be taken
into consideration while studying the theories of acceptance
and IT. The TAM/TPB model is shown in Fig. 5.4.
The combined model does not have broader acceptance
and is associated with some limitations. For instance, Lim
(2003) used this model to investigate “the adoption of
negotiation support systems” and discovered it to be a valid
model, whereas Chau and Hu (2002) found that a combination of these theories was not supportive of their research
for technology adoption by individuals in healthcare
environments.
5.3.4 Diffusion of Innovation Theory (DOI)
Rogers published his first DOI theory in 1962. Since then,
the Rogers DOI framework has been used extensively to
Fig. 5.3 The theory of planned
behavior (Ajzen, 1991)
Fig. 5.4 TAM/TPB variables.
Source Taylor and Todd (1995)
5.3 Technology Adoption Models and Theories
29
actual behavior of a consumer. As shown in Fig. 5.3, Ajzen
(1991) describes three categories of beliefs in TPB:
(a) Behavioral beliefs that affect behavior and attitude,
(b) Normative beliefs from an individual’s subjective norm,
and (c) Control beliefs that deliver the basis for perceptions
of behavioral control. Figure 5.3 represents the TPB model
by Ajzen (1991).
Because of doubts in the definition of perceived behavioral control (PBC), this model has not been verified in
empirical settings. Godin and Kok (1996) indicated the
drawbacks in the model that some important variables such
as personality and demographic variables are also not taken
into consideration in TPB.
5.3.3 Combined Model TAM/TPB (TAM/TPB)
A hybrid model was introduced by Taylor and Todd (1995)
which combined the factors of the TPB with the ‘perceived
usefulness’ of TAM model. This model offers detailed
variables that help in understanding ‘behavioral intentions’
and ‘usage behavior’. Taylor and Todd (1995) introduced a
new variable to the experience of the user on IT and named it
‘previous experience’. In general, the combined model
reflects that the users’ experience levels should also be taken
into consideration while studying the theories of acceptance
and IT. The TAM/TPB model is shown in Fig. 5.4.
The combined model does not have broader acceptance
and is associated with some limitations. For instance, Lim
(2003) used this model to investigate “the adoption of
negotiation support systems” and discovered it to be a valid
model, whereas Chau and Hu (2002) found that a combination of these theories was not supportive of their research
for technology adoption by individuals in healthcare
environments.
5.3.4 Diffusion of Innovation Theory (DOI)
Rogers published his first DOI theory in 1962. Since then,
the Rogers DOI framework has been used extensively to
Fig. 5.3 The theory of planned
behavior (Ajzen, 1991)
Fig. 5.4 TAM/TPB variables.
Source Taylor and Todd (1995)
5.3 Technology Adoption Models and Theories
29