Universal Journal of Management Vol. 4(12), pp. 704 - 713
DOI: 10.13189/ujm.2016.041207
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The Determinant Factors of Employees' Behavioral Intention in Green Building Restaurants - Integration TRA and TAM

Li-Min Chuang ¹, Pi-Ching Chen ², Yen-Yu Chen ^1,3,*
1 Graduate School of Business and Operations Management, Chang Jung Christian University, Tainan City 71101, Taiwan
² Department of International Business, Chang Jung Christian University, Chang Jung Christian University, Tainan City 71101, Taiwan
³ Department of Hospitality Management, Tajen University, Pingtung County 90741, Taiwan

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.

KEYWORDS
Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Green Building Restaurant

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Li-Min Chuang , Pi-Ching Chen , Yen-Yu Chen , "The Determinant Factors of Employees' Behavioral Intention in Green Building Restaurants - Integration TRA and TAM," Universal Journal of Management, Vol. 4, No. 12, pp. 704 - 713, 2016. DOI: 10.13189/ujm.2016.041207.

(b). APA Format:
Li-Min Chuang , Pi-Ching Chen , Yen-Yu Chen (2016). The Determinant Factors of Employees' Behavioral Intention in Green Building Restaurants - Integration TRA and TAM. Universal Journal of Management, 4(12), 704 - 713. DOI: 10.13189/ujm.2016.041207.