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users from different aspects that contributes to the success of the new technology. As
great technology without proper understanding of the target markets will likely not
be adopted and results of waste resources.
2.1.5.1 Modeling Behavior Intention
As various researcher try uncovering ways for technology acceptance, models are
created and proposed to formulate theories in hopes to find out reasons and
prediction how and why user accept or reject a particular technology. Theories such
as theor y of reasoned action (TRA) and theor y of planned behavior intention have
previously been used to predict many behaviors, but according to Fichman and
Carroll these theories have been less successful to find reasons for the acceptance of
a particular technology (Fichman & Carroll, 2004).
2.1.5.1.1 Theory of Reasoned Action
Theor y of Reasoned Action (TRA) has been widely used in research to get better
understanding factors of intention behavior. Past resear ch that studies the acceptance
of online game using (TRA) is (Wu & Liu, 2007). According to Madden, Ellen and
Ajzen (TRA) allows two types of beliefs: behavioral and normative, where
behavioral beliefs influence attitude of performing the behavior and normative
beliefs affect subjective norms that are associated with the behavior (Madden, Ellen,
& Ajzen, 1992). So user intention is determined by attitude towards a particular
behavior and social norms where the behaviors that people expect. (Abrahamson,
1991).
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