1. Introduction

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2.2 Conceptual Framework

The Decomposed TPB is an alternative version of the TPB model proposed by (Ajzen, 1991). According to the TPB model, human behaviour is affected by three factors: a) attitude towards behaviour, which can be either favourable or unfavourable and is formed by beliefs about the likely consequences or other attributes of the behaviour b) subjective or social norm, which is the perceived social pressure or in other words beliefs about the normative expectations of other people, and c) perceived behavioural control, which is “the perceived ease or difficulty of performing the behaviour”. These three factors lead to the development of behavioural intention (Ajzen, 2002b). In the Decomposed TPB, the three factors are analysed further by taking apart the various dimensions that comprise them. Consequently, the Decomposed TPB provides a more holistic understanding of behavioural intentions, since the analysis of the factors renders the relationships among them clearer and easier to understand and interpret (Taylor and Todd, 1995).

While the Decomposed TPB is a suitable model for examining Information Technology (IT) usage (Taylor and Todd, 1995), it is not contextualised on new media, such as SNS. Hence, the Uses and Gratifications Theory, which is considered more appropriate for understanding the uses of new media by individuals (Foregger, 2008), has been adopted. The theory sheds light on how individuals use communication tools among other resources in order to meet their needs and accomplish their goals. It is based on five basic assumptions: a) the audience is conceived of as active, b) the audience takes a great deal of initiative in linking “need gratification” and media choice, c) media compete with other sources of need satisfaction, d) as far as methodology is concerned, many of the goals related to mass media use can be derived from data provided by the audience itself, and e) judging the cultural significance of mass communication should be avoided while audience orientations are separately explored (Katz et al., 1973).

Based on the Decomposed TPB (Taylor and Todd, 1995) and Uses and Gratifications Theory (Katz et al., 1973), we propose a research model that investigates how academics’ intention to use online technologies in order to engage with their peers is formed. The model is evaluated twice, once with data about academic use of SNS and once with data about other online technologies (OT). The section that follows examines the various factors that may affect attitude towards behaviour, social norms, perceived behaviour control and lastly intention. The hypotheses presented below are proposed twice, once for SNS and once for other online technologies.

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