Social Cognitive Theory (SCT)
Social cognition theory (SCT)
SCT was firstly introduced by Miller and Dollard (1941), which argued that individual thought, affect, and action may be influenced by observing others within the context of social interactions. This theory provides a widely accepted model of individual behavior, and has been used as a basis for many different types of research models (Compeau and Higgins, 1995; Shih, 2006). Prior studies generally consider two sets of individual factors, including personal outcome expectations and computer self-efficacy, as the major cognitive force leading usage behavior on SNS (Hasan,
2006). Based on the SCT model, personal outcome expectations refer to the expected consequence of one’s own behavior (Compeau and Higgins, 1995).
SCT was firstly introduced by Miller and Dollard (1941), which argued that individual thought, affect, and action may be influenced by observing others within the context of social interactions. This theory provides a widely accepted model of individual behavior, and has been used as a basis for many different types of research models (Compeau and Higgins, 1995; Shih, 2006). Prior studies generally consider two sets of individual factors, including personal outcome expectations and computer self-efficacy, as the major cognitive force leading usage behavior on SNS (Hasan,
2006). Based on the SCT model, personal outcome expectations refer to the expected consequence of one’s own behavior (Compeau and Higgins, 1995).