Investigating the Role of Attitude in the Adoption of Mobile Data Services: Extended Theory of Planned Behavior

The present study proposed an extended theory of planned behavior, which includes the attitude construct in its original multidimensional sub groups of cognitive, affective and intention. The author adopted the salient beliefs of Perceived Usefulness and Perceived Ease of Use from Technology Acceptance Model as the antecedents of the cognitive attitude; and Pleasure, and Arousal aspects of emotion as the antecedents of Affective attitude. The extended TPB model was empirically tested using a utilitarian (mobile money) mobile data services. The author analyzed the data using a Structural Equation Modeling (SEM) to evaluate the strength of the relationship between the constructs. The results indicate that the extended TPB provides a satisfactory explanation of the role of attitude in predicting the behavioral intentions of users of mobile data services.

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