Reconsidering Subjective Norm - A Multilayer-Framework for Modeling Normative Beliefs in IT Adoption

In the history of adoption research, subjective norm mostly remains as the unloved child, being significant in this analysis and not significant in that analysis. Already Davis et al. had to exclude subjective norm of the Technology Acceptance Model due to theoretical and measurement problems. Overall the results of subjective norm as an antecedent for behavioral intention in IS research are quite mixed up. Within this work we follow the approach of social psychology researchers who controversially discuss Fishbein’s subjective norm and provide an alternative to measure social influence and especially normative beliefs for individual adoption research. We extend this alternative and suggest a multilayer-framework for modeling normative beliefs based on a comprehensive review of the literature on IS, marketing, HR and social psychology.