University of Glasgow

Project Description

Project Abstract

TAM is an adaptation of the Theory of Reasoned Action (TRA) (Ajzen & Fishbein 1975, 1980) and the Theory of Planned Behavior by Ajzen and Madden (1986). The theory of planned behavior is a theory about the link between attitudes and behavior. The TRA consisted of three elements viz. behavioral intention, attitude and subjective norm. The theory suggests that a person�s behavior depend on a person�s attitude about the behavior and subjective norms. Behavior intention measures a person�s relative strength of intention to perform some action. Attitude is comprised of beliefs about consequences of performing that certain action. Subjective norm is seen as a combination of perceived expectations from individuals and the ability to comply with such expectations

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