An Empirical Study of Instant Messaging (IM) Behavior Using Theory of Reasoned Action
Article - Open Access
Journal of Behavioral and Applied Management
Institute of Behavioral & Applied Management
Instant messaging (IM) as a form of communication offers unique advantages to traditional email communication centered mostly on its immediacy. Levels of IM use are significantly less than email especially in business organizations. In order to understand IM behavior and encourage its adoption, this manuscript explores IM behavior using the Ajzen & Fishbein (1980) model of human behavior known as Theory of Reasoned Action (TRA). Attitude toward IM and “subjective norm” are positively associated with intention to use instant messaging. The TRA model can be used to predict and understand the usage of instant messaging in the target population.
(2010). An Empirical Study of Instant Messaging (IM) Behavior Using Theory of Reasoned Action. Journal of Behavioral and Applied Management, 11(3), 263-278.
Available at: http://scholarworks.merrimack.edu/mgt_facpub/23