Development and Test of a Theory of Technological Learning and Usage

Development and Test of a Theory of Technological Learning and Usage

1992 | Richard P. Bagozzi, Fred D. Davis, and Paul R. Warshaw
This study introduces a new theoretical model, the Theory of Trying (TT), to explain the learning and usage of computer technologies. The model conceptualizes computer learning as a goal determined by three attitude components: attitude toward success, attitude toward failure, and attitude toward the process of goal pursuit. Intentions to try and actual trying are the theoretical mechanisms linking these goal-directed attitudes to goal attainment. The study compares the TT with two existing models: the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM). The findings suggest that the TT provides a more accurate prediction of computer adoption than the TRA and TAM. The TT emphasizes the importance of scrutinizing the goals of decision makers and their psychological reactions to these goals in the prediction of the adoption of computers. The study also highlights the importance of considering the psychological processes occurring between attitudes and action in order to take into account goal pursuit. The results show that the TT has strong convergent validity, internal consistency reliability, stability, discriminant validity, criterion-related validity, predictive validity, and nomological validity. The TT is found to be more effective than the TRA and TAM in predicting intentions to try and actual trying. The study concludes that the TT provides a better understanding of the learning and usage of computer technologies than the TRA and TAM. The findings suggest that the psychological processes associated with goal formation and the pursuit of goals are important considerations in the adoption of computer technologies. These processes are reflected in attitudes toward success, failure, and the means of goal pursuit, intentions to try, and trying activities. The study also suggests that further research is needed into the initiation, monitoring, and control of instrumental actions underlying both the learning and use of computer technologies. The study also highlights the importance of understanding how attitudes toward success, failure, and trying are formed and changed. The findings suggest that the TT provides a more accurate prediction of computer adoption than the TRA and TAM. The study concludes that the TT provides a better understanding of the learning and usage of computer technologies than the TRA and TAM.This study introduces a new theoretical model, the Theory of Trying (TT), to explain the learning and usage of computer technologies. The model conceptualizes computer learning as a goal determined by three attitude components: attitude toward success, attitude toward failure, and attitude toward the process of goal pursuit. Intentions to try and actual trying are the theoretical mechanisms linking these goal-directed attitudes to goal attainment. The study compares the TT with two existing models: the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM). The findings suggest that the TT provides a more accurate prediction of computer adoption than the TRA and TAM. The TT emphasizes the importance of scrutinizing the goals of decision makers and their psychological reactions to these goals in the prediction of the adoption of computers. The study also highlights the importance of considering the psychological processes occurring between attitudes and action in order to take into account goal pursuit. The results show that the TT has strong convergent validity, internal consistency reliability, stability, discriminant validity, criterion-related validity, predictive validity, and nomological validity. The TT is found to be more effective than the TRA and TAM in predicting intentions to try and actual trying. The study concludes that the TT provides a better understanding of the learning and usage of computer technologies than the TRA and TAM. The findings suggest that the psychological processes associated with goal formation and the pursuit of goals are important considerations in the adoption of computer technologies. These processes are reflected in attitudes toward success, failure, and the means of goal pursuit, intentions to try, and trying activities. The study also suggests that further research is needed into the initiation, monitoring, and control of instrumental actions underlying both the learning and use of computer technologies. The study also highlights the importance of understanding how attitudes toward success, failure, and trying are formed and changed. The findings suggest that the TT provides a more accurate prediction of computer adoption than the TRA and TAM. The study concludes that the TT provides a better understanding of the learning and usage of computer technologies than the TRA and TAM.
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Understanding Development and Test of a Theory of Technological Learning and Usage