Explaining Internet Banking Behavior: Theory of Reasoned Action, Theory of Planned Behavior, or Technology Acceptance Model?
Explaining Internet Banking Behavior: Theory of Reasoned Action, Theory of Planned Behavior, or Technology Acceptance Model?
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DOI：
10.1111/j.1559-1816.2010.00615.x
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发表时间：
2010-05
影响因子：
2.5
通讯作者：
Shumaila Y. Yousafzai;G. Foxall;J. Pallister
中科院分区：
文献类型：
--
作者：
Shumaila Y. Yousafzai;G. Foxall;J. Pallister
信息技术（IT）研究的一个关键目标是评估技术对用户的价值，并了解决定这种价值的因素，以便更好地部署IT资源。本文采用结构方程模型，以确定在何种程度上，3个流行的用户的行为模型-理论的理性行动（TRA），理论的计划行为（TPB）和技术接受模型（TAM）-是预测消费者的行为在互联网银行的背景下。与其他测试这些模型，本文采用独立的措施，实际行为，以及行为意图。结果表明，TAM是上级的其他模型，并强调了信任在理解网上银行行为的重要性。解释用户对新技术的接受通常被描述为现代信息技术（IT）文献中最成熟的研究领域之一（例如，Hu，Chau，Sheng，& Tam，1999）。在过去的几年里，研究人员从多个层面研究了技术接受。一些研究人员通过评估IT支出与绩效之间的关系，在公司层面研究了这一问题（例如，Banker，Kauffman，& Mahmood，1993）.第二种方法是研究个人用户采用和使用信息技术的决定因素（例如，Davis，1989; Davis，Bagozzi，& Warshaw，1989）.作为IT文献中的一个关键因变量，理解使用越来越受到理论界的关注。近年来，各种理论观点已被应用于提供对IT采用和使用的决定因素的理解，包括来自社会心理学的意图模型（Christie，1981; Swanson，1982）。这一研究流使用行为意图来预测实际使用，反过来，重点是识别意图的决定因素。理性行动理论（TRA; Fishbein & Ajzen，1975）和计划行为理论（TPB; Ajzen，1991）是研究得特别好的意图模型，已被证明在预测和解释各种领域的行为方面是成功的。从社会心理学研究的这一潮流中，技术接受模型（TAM; Davis 1989），TRA的一个改编，已经成为一个强大而简约的方式来代表技术使用的前因。这些多属性模型长期以来一直主导着预测技术接受行为的尝试（例如，Chau & Hu，2001; Gefen，2002; Gefen & Straub，2000; Igbaria，Iivari，& Maragahh，1995; Szajna，1994）.本论文中的批判性方法论研究是对这些模型的理论批判和对网上银行行为的实证研究的结合。本研究关注的是所审查的模型的理论地位和人类行为的领域，它们被应用。因此，调查的背景对解释结果至关重要。因此，在对这些模型进行理论批判之前，有必要简要总结一下英国的互联网银行的背景，在那里进行了实证研究。传统的网上银行研究的重点正在从技术发展转向客户行为。以前的研究指出，客户接受度是互联网银行未来发展的关键因素，并呼吁进一步研究，以促进全面了解这一以客户为基础的电子革命（Lassar，Manolis，& Lassar，2005）。为了更深入地理解客户的信念和网上银行接受之间的关系，下一节讨论了技术接受的重要理论。
A key objective of information technology (IT) research is to assess the value of technology for users and to understand the factors that determine this value in order to deploy IT resources better. This paper uses structural equation modeling to ascertain the extent to which 3 popular models of users' behavior—theory of reasoned action (TRA), theory of planned behavior (TPB), and technology acceptance model (TAM)—are predictive of consumers' behavior in the context of Internet banking. Unlike other tests of these models, this paper employs independent measures of actual behavior, as well as behavioral intention. The results indicate that TAM is superior to the other models and highlights the importance of trust in understanding Internet banking behavior. Explaining user acceptance of new technology is often described as one of the most mature research areas in the modern-day information technology (IT) literature (e.g., Hu, Chau, Sheng, & Tam, 1999). Researchers in past years have approached technology acceptance from many levels. Some researchers have examined this issue at the firm level by assessing the relationship between IT expenditure and performance (e.g., Banker, Kauffman, & Mahmood, 1993). A second approach has been to examine the determinants of IT adoption and use by individual users (e.g., Davis, 1989; Davis, Bagozzi, & Warshaw, 1989). As a key dependent variable in the IT literature, understanding use is of increasing theoretical interest. In recent years, a variety of theoretical perspectives have been applied to provide an understanding of the determinants of IT adoption and use, including the intention models from social psychology (Christie, 1981; Swanson, 1982). This stream of research uses behavioral intentions to predict actual use and, in turn, focuses on identification of the determinants of intention. The theory of reasoned action (TRA; Fishbein & Ajzen, 1975) and the theory of planned behavior (TPB; Ajzen, 1991) are especially well researched intention models that have proven successful in predicting and explaining behavior across a wide variety of domains. From this stream of social psychology research, the technology acceptance model (TAM; Davis 1989), an adaptation of TRA, has emerged as a powerful and parsimonious way to represent the antecedents of technology use. These multi-attribute models have long dominated attempts to predict technology acceptance behavior (e.g., Chau & Hu, 2001; Gefen, 2002; Gefen & Straub, 2000; Igbaria, Iivari, & Maragahh, 1995; Szajna, 1994). The critical methodological examination reported in the present paper is a combination of a theoretical critique of these models and an empirical investigation of Internet banking behavior. The present study is concerned with both the theoretical status of the models under review and the sphere of human behavior in which they are applied. Therefore, the context of investigation is of central importance to the interpretation of the results. Before introducing the theoretical critique of these models, therefore, it is necessary to summarize briefly the context of Internet banking in the UK, where the empirical work was undertaken. The conventional focus of Internet banking research is shifting from technological developments to customer behavior. Previous research on Internet banking has pointed out that customer acceptance is the key factor in the future development of Internet banking and has called for further research that facilitates a comprehensive understanding of this customer-based electronic revolution (Lassar, Manolis, & Lassar, 2005). To develop a deeper understanding of the relationship between customers' beliefs and Internet banking acceptance, the next section discusses important theories of technology acceptance.