For instance, in a situation where we are measuring the motivations behind the ratings and reviews of the products on e-commerce portals, the normative beliefs may not be important at all (my presumption) since it is an individual act on my internet device (cell phone or laptop or desktop) wherein the external/social influence may play no role at all. So, in such a scenario can we test only behavioral beliefs in a model, based upon TRA? What would be the justification for skipping the normative beliefs from the model altogether? Please share any relevant citations.
You can adapt the model, but many combine the TRA model with the TAM model, which culminates with behavioral responses. There are literally thousands of articles/sources if you search for the TAM model in the databases.
Rodney Duffett thanks for your reply. In that case when we combine TRA with some other theory like TAM or anything else; my question still persists, can this liberty be taken to skip the normative beliefs path in the TRA altogether? If yes, what could be the justification for the same?
Yes, and your justification would be provided from the other model (TAM)!
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