Theory of reasoned action as an underpinning to technological innovation adoption studies

Abstract

There are a number of theories and models that have been employed over the years in understanding and studying users’ technology adoption behaviors. These theories and models focus on people’s intention to engage in a certain behavior such as the adoption and use of new technologies. The Theory of Reasoned Action (TRA) is one of such theories that have been widely used in technology adoption as well as used in a number of other research fields as a foundation to such studies. Most of the Information Systems scholars, who have used this theory, have used only to set a foundation or help build other theories and models. TRA has therefore been compared with other theories and models for technological innovation, and found to be a strong theory for innovation adoption upon a few additions of other variables such as facilitating conditions, awareness of innovation by users, social pressure and user readiness