Reasoned Action Literature Review

CHAPTER 2

LITERATURE REVIEW

2.0 INTRODUCTION

Within the internet banking services, researcher have indicated various determinants or drivers that had a positive effect on factor influences the acceptance the decision. Three widely used models or theories are reviewed and discussed in relation to internet banking services. These are theory of Theory Of Reasoned Action (TRA), Theory Of Planned Behavior (TPB) and Technology Acceptance Model (TAM). In the chapter, these theories are reviewed from prior studies and an attempt is made to identify the most suitable framework for this research.

2.1 Theory of reasoned action

The theory of reasoned action (TRA) is developed in the late 1960s by Martin Fishbein and revised but it was fomulated by

The TPB is refers to an individual’s perception of the presence or absence of requisite resources or opportunities necessary for performing a specific behavior (Ajzen @ Madden, 1986). This theory also was intended to explain all behaviors over the people that have ability to exert self-control. As in TRA, it includes behavioural attitudes, subjective norms, intention to use and actual use but in TPB the functional is more to application this theory. This theory interprets behavioural control as a perceived construct. Perceived behavioural control mediates the effects of control belief and perceived facilitation. Control belief is defined as individual’s self-confidence in his or her ability to perform a behaviour, similar self-efficacy (Bandura, 1977) and perceived facilitation, which is defined as individual’s assessment of the importance of those resources to the achievement of outcomes (Ajzen & Madden, 1986). Figure 2, show that framework that it has an additional variable and it is found more widely used than

This theory is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses through a specific population or social system.

2.4 Technology Acceptance Model

Technology acceptance model (TAM) developed by Davis (1989) was adapted from TRA ( Fishbein & Ajzen, 1975). The objective of TAM is to provide of users’ acceptance of new information technology whether software and informantion systems and usage behaviour across a variety of end-user computing. As technology acceptance model (TAM) is mainly of two system features of perceived usefulness (PU) and perceived ease of use (PEUO) (Davis,1989) it is incomplete in the context of online banking services. Perceived usefulness is defined as the degree to which a person believes that using a particular system will enhance users performance, while the perceived ease of use is defined as the extent to which a person believes that using a particular system is free of effort. The TAM has been evaluated to be not only a powerful and parsimonious model for representing the determinants of system usage but also a valuable tool for system planning, since the system designers have some degree of control over easiness and usefulness (Taylor & Todd,1995). A significant