| Using a sample consisting of 168 intended adopters of a particular printing industry specification, specifically the Flexographic Image Reproductions Specifications and Tolerances (FIRST), this study evaluated the theory of reasoned action (TRA), the theory of planned behavior (TPB) and the technology acceptance model (TAM) through data obtained from a cross-sectional survey. Using behavioral intention to adopt FIRST as a criterion variable, this research examined the appropriateness of the respective models in this particular research context by determining how much variance in the criterion variable each explained. Data were collected via a questionnaire instrument mailed to managers in the flexographic printing industry.; It is recognized that the TRA and the TPB are general models designed to be utilized across a wide variety of research domains. It is also recognized that, when compared to other theoretical models designed to measure behavioral intention, the TRA and the TPB can be more costly and time consuming to administer. One behavioral intention theoretical model that is less costly and time consuming to administer is the TAM. The TAM, however, is designed to be a less general model than either the TRA or the TPB, as it was developed specifically for the examination of information technology usage behaviors and intentions. The literature suggests that the TAM is nonetheless a robust model, and could be applied across a wide variety of research contexts.; The data obtained from the results indicate that the TAM did not explain more variance in potential user intention to adopt FIRST than the TPB; however an important boundary condition of the TAM was therefore examined. The TPB, however, did explain more variance in user intention to adopt FIRST than the TRA.; As the TPB includes attitude, subjective norm, and perceived behavioral control constructs as predictor variables, and the TRA includes only the attitude and subjective norm constructs, the results indicate that perceived behavioral control construct is a significant predictor of potential user intentions to adopt FIRST in this context. Elicited behavioral, normative, and control beliefs pertinent to the TPB constructs for this research context are examined. |
