World Journal of Computer Application and Technology 4(1): 1-7, 2016 http://www.hrpub.org DOI: 10.13189/wjcat.2016.040101 Theory of Reasoned Action as an Underpinning to Technological Innovation Adoption Studies Odoyo Collins Otieno 1,* , Samuel Liyala 1 , Benson Charles Odongo 2 , Silvance Abeka 1 1 School of Informatics and Innovative Systems, Jaramogi Oginga Odinga University of Science and Technology, Kenya 2 Department of Special Needs Education and Early Childhood Development, Jaramogi Oginga Odinga University of Science and Technology, Kenya Copyright©2016 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License Abstract There are a number of theories and models that have been employed over the years in understanding and studying users’ technology adoption behaviors. These theories and models focus on people’s intention to engage in a certain behavior such as the adoption and use of new technologies. The Theory of Reasoned Action (TRA) is one of such theories that have been widely used in technology adoption as well as used in a number of other research fields as a foundation to such studies. Most of the Information Systems scholars, who have used this theory, have used only to set a foundation or help build other theories and models. TRA has therefore been compared with other theories and models for technological innovation, and found to be a strong theory for innovation adoption upon a few additions of other variables such as facilitating conditions, awareness of innovation by users, social pressure and user readiness. Keywords Theory of Reasoned Action, TRA, Technology Acceptance Model, TAM, Theory of Planned Behaviour, TPB, and Innovation 1. Introduction Theory of Reasoned Action (TRA) was formulated by Ajzen and Fishbein [1]. This resulted from attitude research using the Expectancy Value Models [2]. The formulation came forth after trying to estimate the discrepancy that existed between attitude and behavior. The fundamentals of the TRA come from the field of social psychology. Social psychologists attempt, among other things, to explain how and why attitude affects behavior, which is equally very important in mirroring this study. That is, how and why people’s beliefs change the way they act. Behavior can either be verbal or non-verbal such as body language, signals, signs, or vocally expressed. Psychologists argued about what should make up the term attitude. Social psychologists suggest that attitude includes behavior and cognition, and that attitude and behaviors are positively correlated. This is the reason why Theory of Reasoned Action is well placed in conducting studies on technological innovation. 2. Literature Review TRA was formulated by Ajzen and Fishbein [1]. It resulted from attitude research using the Expectancy Value Models [2]. The formulation of TRA was after trying to estimate the discrepancy that existed between attitude and behavior. The fundamentals of the TRA come from the field of social psychology. Social psychologists attempt, among other things, to explain how and why attitude affects behavior, which is equally very important in mirroring this study. That is, how and why people’s beliefs change the way they act. The study will look at how attitude and beliefs affect the utilization of mobile phone money. Behavior can either be verbal or non-verbal such as body language, signals, signs, or vocally expressed. TRA put forth three general constructs namely: (1) behavioral intention, (2) attitude, and (3) subjective norm. TRA has been tested in numerous studies across many disciplines and cases including dieting, using condoms, consuming genetically engineered foods and limiting sun exposure [3]. The theory can be extended to conceptualize the human behavioral pattern in the decision-making strategy on the utilization of a new innovation or technology. It is capable of explaining whether individual behavior such as utilization of new innovation is driven by behavioral intentions, where behavioral intentions is a function of an individual’s attitude toward the behavior, the subjective norms surrounding the performance of the behavior, and the individual’s perceptions of the ease with which the behavior can be performed. The theory has not extensively been utilized in evaluating studies such as technology adoption and diffusion. In the Information Systems literature, this theory has only been used in identifying users’ behaviors and attitudes in issues relating to Internet use, online purchase, household computer use, and online privacy, security, and trust [4]. Social