Alan Peslak, Wendy Ceccucci, Patricia Sendall (2012) An Empirical Study of Social Networking Behavior Using Theory of Reasoned Action, Conference for Information Systems Applied Research 2011 CONISAR Proceedings
This study is an attempt to understand social networking by exploring SN behavior using the Ajzen and Fishbein (1980) model of human behavior known as Theory of Reasoned Action (TRA). Specifically, findings reveal that both attitude toward social networking and “subjective norm” are positively associated with intention to use SN. According to Ajzen (1980), subjective norm is defined as how behavior is viewed by our circle or those who influence our decisions. Intention influences the use of social networking. The TRA model provides a strong fit with the overall data and can be used to predict and understand the usage of social networking in the target population.