The Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Technology Acceptance Model (TAM) were compared and used to predict small business executives' intentions to adopt a home page on the World Wide Web (WWW). A field study of 156 heterogeneous businesses ranging in size from 20 to 500 employees was performed in order to test the theories. While both the TRA and the TAM could be used effectively to predict small business executives' intentions, the TRA was the model which explained the most variability. Essentially, the results show that a small business executives' decision is influenced by his/her attitude and subjective norm. Attitude is comprised of the perceived positive and negative consequences for the firm; subjective norms are a function of social referents from both inside and outside the firm.
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