The TRA, is a well-established general theory of social psychology that is applied to consumer behavior research. TRA presents that behavior is preceded by intentions and intentions are determined by the individual’s attitudes towards the behavior and the individuals subjective norms (social influence).
According to the theory of planned behavior, we can assume that an individual thinking of undertaking a specific action will estimate and evaluate expected results, determine his or her willingness to comply with the viewpoints of salient individuals or groups about the action, and decide how well his capabilities will allow him to control the action or behavior in question. If an Individual's determination of those three factors is positive, he or she will undertake the action and 'receive' the positive and negative consequences that flow from the action In the circumstances.
Four exogenous constructs - namely, personal awareness of security, personal innovativeness, perceived ease of purchasing, and perceived usefulness - have not only direct influences on attitudes and online purchase intentions, but also have indirect influences on online purchase intentions through the mediation of attitudes.