Quality Evaluation Models - High Level Models and Methodologies for Information Systems - page 96

The WOSP model thus allowed to pinpoint the strengths and weaknesses of a
system in a very speci c way. However, the authors also concluded that the pre-

cision of this model in terms of mirroring the perception of the users requires more
extensive research (Shore and Zhou 2009 ). Where the TAM focused almost
exclusively on the user, the WOSP model

is attention to the user is negligible, thus
making it relatively unbalanced when studying systems that are very dependent on
user interaction, such as social platforms.

'

6.5 Theory of Reasoned Action (TRA)

The theory of reasoned action (TRA) was pioneered by Martin Fishbein in the late
1960s (Fishbein 1967 ) and then developed as a joint effort between Fishbein and
Ajzen (Fishbein and Ajzen 1975 ) (Ajzen and Fishbein 1980 ). It was developed as a
framework that enabled the prediction, explanation, and change of individual ' s

social attitudes (Ajzen 2012 ).
This approach is based on the notion that people

is intent to act is rationally
affected by their attitudes and that their attitudes are partly determined by their
belief system. The TRA presents a method to forecast action, straightforwardness,
and ease of maneuver that is based on the assumption that human beings act within
reason and rational reactions, and it has been at times classified as one of the most
effective attitudinal approaches (Zacharia 2003 ).
The TRA starts by outlining four different classes of variables that are involved in
the process of behavioral actions: beliefs, attitudes, intentions, and behaviors. These
variables are all systematically related to one another, and the TRA attempts to
provide a framework that describes those interrelationships (Fishbein and Ajzen
1975 ).
Beliefs are considered to be the fundamental pieces of this model, because they
are considered to be the primary source of in

'

s attitude,
which is described as being the result of a combination of beliefs, and not just a
single one. Upon researching the concept even further, the authors reached the
conclusion that both individual beliefs regarding a particular behavior and external
beliefs (shared in the environment surrounding the individual) constitute the
backbone of an intention to perform a behavior (Fishbein and Ajzen 1975 )
(Fig. 6.5 ).
Therefore, the starting point in this model is that behavior is directly determined
by an intention to perform that behavior (Burak et al. 2013 ). That intention can be
predicted on account of two concepts that, together, provide the outcome of
behavioral intent. Those two concepts are as follows: the individual

uence over an individual '

s attitude
toward the outcome of the behavior, and the opinions of the person

'

' s social

“ ”

environment, here named Thus, the behavior of a user will

depend on whether that user has a positive or a negative understanding of that
behavior, and on the subjective norm, which derives from the perceptions that the

subjective norm.