The Determinant Factors of Employees' Behavioral Intention in Green Building Restaurants - Integration TRA and TAM

Abstract

This study integrated with technology acceptance model (TAM) and theory of reasoned action (TRA) to construct a behavior model of green building restaurants. On the basis of TAM analysis, four constructs were identified: perceived usefulness, perceived ease of use, attitude and intention. Three constructs were identified from TRA: motivation to comply, subjective norm and intention. The results shown: first, perceived usefulness, and perceived ease of use green building restaurants in Taiwan has an indirect effect on intention through attitude; second, motivation to comply has indirect effect passes through both subjective norm and attitude sequentially, with subjective norm affecting attitude. Finally, motivation to comply has an indirect effect on intention through subjective norm.