Internet banking acceptance in Malaysia based on the theory of reasoned actionInternet banking acceptance in Malaysia based on the theory of reasoned action. Abu Shanab II ; J. Michael Pearson III. Address for correspondence. The theory of reasoned action originally introduced in the field of Social Psychology has been widely used to explain individuals' behaviour. The theory postulates that individuals' behaviour is influenced by their attitude and subjective norm.
Theory of reasoned action
The theory of reasoned action ToRA or TRA aims to explain the relationship between attitudes and behaviors within human action. It is mainly used to predict how individuals will behave based on their pre-existing attitudes and behavioral intentions. An individual's decision to engage in a particular behavior is based on the outcomes the individual expects will come as a result of performing the behavior. Developed by Martin Fishbein and Icek Ajzen in , the theory derived from previous research in social psychology , persuasion models, and attitude theories. Fishbein's theories suggested a relationship between attitude and behaviors the A-B relationship. However, critics estimated that attitude theories were not proving to be good indicators of human behavior. The TRA was later revised and expanded by the two theorists in the following decades to overcome any discrepancies in the A-B relationship with the theory of planned behavior TPB and reasoned action approach RAA.
The Yale Approach. Congruity Theory. Cognitive Dissonance Theory. Information Integration Theory. Theory of Reasoned Action. Elaboration Likelihood Model.
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Today, in part because of the work done by Ajzen and Fishbein, and their colleagues, the core of their theory seems obvious—individuals are more likely to perform the behaviours that they feel positive toward and intend to perform. Many models of behaviour share the assumption that behaviour results from a reasoned process, where individuals consider their options, evaluate the consequences and make decisions about how to act. Clearly, as the evidence presented by Morgan and Bachrach in this volume attests, the Theory of Planned Behaviour is the most widely used social science framework of this type Fishbein and Ajzen However, the core of the theory remains the same—general attitudes, beliefs and preferences related to a behaviour predict intentions, and intentions predict behaviour. No doubt due to its popularity, many other extensions to the TPB have been suggested e.