Understanding information technology adoption decisions in small business: Integrating current theories

Using a ‘combine and conquer’ strategy with the theory of planned behavior (TPB) and the technology acceptance model (TAM), we applied a series of loosely to tightly integrated models to the IT adoption decisions of small business executives regarding a web site. With application of structural equation modeling techniques, we found that there were progressive improvements in fit as the models become more fully integrated. The results indicate that a ‘Collected’ model representing the underlying categories of cognitions from the TPB and the TAM provided a better fit than either the TAM or the TPB alone.