Variable Details:

Source:

Davis, Fred D. (1989), "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models", Management Science, 35, 982-1002.
[Endnote]


Variable



Definition:

  • Subjective norm refers to the person's perception that most people who are important to him think he should or should not perform the behavior in question.


Item(s):



Citations:

  • Ajzen, I., and M. Fishbein (1980), "Understanding Attitudes and Predicting Social Behavior", Englewood Cliffs, NJ, Prentice Hall.