Quality Evaluation Models - High Level Models and Methodologies for Information Systems - page 98

Fig. 6.6 Model for the theory
of reasoned action (adapted
from Chuttur 2009 )

On the other hand, the TRA has been criticized due to its excessively com-
partmental view on behavior intentions, because of the separation between indi-
vidual attitude and subjective norm. Some researchers argue that

these two

variables have an interlinear corelationship between each other and in uence each

other reciprocally (Burak et al. 2013 ).
It is important to note that the TRA model, which was designed as a more
generic model for the prediction and analysis of human behavioral choices, offered
the conceptual starting point for Davis in the development of the TAM, but he made
two fundamental changes to the principles of the TRA: The concept of subjective
norm was no longer taken into account, because of its vagueness and uncertainty,
and the concept of individual attitude toward a given behavior was summarized in
two distinct concepts: perceived usefulness and perceived ease of use (Chuttur
2009 ) (Fig. 6.6 ).

6.6 Theory of Planned Behavior (TPB)

The theory of planned behavior (TPB) was later presented by Ajzen ( 1991 )asan
addition to the TRA model, in an attempt to not only complete it with variables that
were previously overlooked, but to also deepen the analysis on the relationships
between variables.