Theory of Reasoned Action (TRA)

The behavioural theory was proposed by Ajzen and Fishbein in 1980. This model is considered as the foundation integrated to attitudinal behaviour and is vastly used in academic and business research (Ajzen and Fishbein, 1980). The theory of reasoned action (TRA) has two influencing elements on intention attitude toward behaviour and subjective rules in relation with behaviour.

This theory was formulated to understand and forecast human behaviour and is a generalized research intention theory (Ajzen and Fishbein, 1980).Suh and Han (2003) stated that this theory is conceptualized by information systems researchers to determine the elements of IT innovation-usage behaviour. The theory of reasoned action has been a primary base for many literatures that are coherent to technology acceptance.

Ajzen and Fishbein (1980). This theory indicates that beliefs about the outcome of behaviour, evaluation of expected outcomes, normative beliefs and motivation to comply are all found to have an impact on two different facets: attitude towards action and subjective norms. These in turn are found to be influence the intention of the individual which finally impacts their pattern of behaviour

this theory was limited to its correspondence as it stems from the assumption that behaviour is under volitional control and any habitual and irrational decisions that is not consciously considered cannot explained through this theory (Ajzen, 1985; Sheppard et al., 1988).To overcome this limitation of the theory of planned behaviour was developed as an extension to the TRA. The following section briefly highlights the theory along with its strength and limitations.