Theoretical Background Of Reasoned Action Theory

THEORETICAL BACKGROUND The researchers use the theory of reasoned-action adopted by Ajzen (2009). The theory of Reasoned Action was developed by Martin Fishbein and Icek Ajzen as an improvement over Information Integration theory (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975). There are two important changes for this theory. First, Reasoned Action theory adds another element in the process of persuasion and behavioral intention. Rather than attempt to predict attitudes, as does Information Integration theory (and several others), Reasoned Action theory is explicitly concerned with behavior. However, this theory also recognizes that there are situations (or factors) that limit the influence of attitude on behavior. For example, if our attitude
Because it separates behavioral intention from behavior, Reasoned Action also discusses the factors that limit the influence of attitudes (or behavioral intention) on behavior. This theory is very important to use in our study because it identifies why tourists use jeepney as a mode of transportation. It entails the perspectives of different lifestyles of the passengers towards jeepney and enables us to understand their decision-making in choosing this transportation. The study suggests that a person's behavior is determined by his/her intention to perform the behavior and that this intention is, in turn, a function of his/her attitude toward the behavior and his/her subjective norm. The best predictor of behavior is intention. Intention is the cognitive representation of a person's readiness to perform a given behavior, and it is considered to be the immediate antecedent of behavior. This intention is determined by three things: their attitude toward the specific behavior, their subjective norms and their perceived behavioral
Simonson's results demonstrated a one standard deviation improvement in attitude scores, but no significant improvement in related achievement scores. This study was one of many reported during this period which supported the position taken by many that attitude and behavior had little relationship to each other. Most research of the 1970s dealing with attitudes did not attempt to demonstrate a direct link between attitudes and behavior (Eagly & Chaiken, 1993). Fishbein and Ajzen (1975) reported that attitudes typically predicted multiple-act criteria better than single-act criteria. They generalized that attitudes and behaviors must be compatible to ensure a strong relationship. In other words, general attitudes are good predictors of general behaviors (e.g., attitudes toward affirmative action are predictors of actions related to affirmative action), and specific attitudes, especially attitudes toward behaviors, are good predictors of specific actions (attitudes toward studying chemistry predict nicely the act of studying). Unfortunately, many researchers had examined, and still are examining, quite general attitudes (e.g., attitudes toward chemistry), and quite specific behaviors (e.g., achievement on a chemistry