Analyzing Perceived Ease of Use of Theory of Reasoned Action

Perceived ease of use (PEOU) is a fundamental construct of the TAM, signifying a user’s internal evaluation of the effort necessary to engage with a system (Allam et al., 2024; Carlos Martins Rodrigues Pinho & Soares, 2011; Hussein et al., 2022; Mukherjee & Banerjee, 2019). Davis (1989) presented the first definition of PEOU, which says that it is ‘the degree to which a person believes that use of a particular system would be free of effort’. This concept is further explained as the degree to which an individual predicts encountering no physical or psychological challenges when adopting a particular technology. Balakrishnan et al. (2022) define that the extent to which users think a technology will make their lives easier by reducing their effort. In general, it shows how sure someone is that they can easily understand a system (Basuki et al., 2022).

In contemporary research, definitions of PEOU have been adapted to suit various digital contexts. Al-Rahmi et al. (2018) define PEOU in the context of social media is the extent to which consumers perceive the use of social media as straightforward. In recent studies, definitions of PEOU have been modified to fit different digital settings. Bassiouni et al. (2019) characterize entertainment-based technologies by the users’ level of effort in interacting with systems like video games. It is the degree to which a player perceives that gamification will be effortless. Zhang et al. (2014) say that in the hospitality industry, it is the ease with which people can understand and use the information technology systems used in restaurants. Fernandes and Oliveira (2021) characterize it in the realm of AI and speech recognition by the perceived ease with which a customer can utilize a technology, such as smart speech recognition.

PEOU is often linked to certain signs of usability and skill acquisition, not just ease of use.  PEOU is shown by how clear, understandable, and easy to learn a technology is because it can be changed to fit different needs (Setianto et al., 2025). Carlos Martins Rodrigues Pinho and Soares (2011) assert that it encompasses a user’s capacity to swiftly attain proficiency and adaptability in engaging with networking platforms. Moreover, PEOU is often associated with usability, as highly usable services are less likely to cause user concerns or a perception of complexity (Lorenzo‐Romero et al., 2011). In professional contexts, research demonstrates that users are more inclined to swiftly adopt a technology if they regard it as easily comprehensible without necessitating the acquisition of significant new skills. Finally, PEOU is a crucial determinant in estimating user opinion toward a technology. Systems perceived as simpler and less complex are more likely to get acceptance (Carlos Martins Rodrigues Pinho & Soares, 2011; Du et al., 2024).

2.2.1 PEOU and theory

PEOU captures something intuitive: people are more willing to try a technology if they believe it won’t be a hassle. When users expect that learning or using a system will be straightforward, with no steep learning curve, no mental or physical exercises, they are much more likely to engage with it (Basuki et al., 2022; Berlianto et al., 2024; Carlos Martins Rodrigues Pinho & Soares, 2011; Geddam et al., 2024; Hussein et al., 2022; Ranaweera & Prabhu, 2003). While both theories agree that ease of use influences behavior, the TPB adds a layer of complexity by considering that how much control a person feels they have is not just whether something is easy, but whether they feel capable of actually doing it (Carlos Martins Rodrigues Pinho & Soares, 2011; Guo et al., 2025; Jami Pour et al., 2023; Kumar et al., 2024; Tun et al., 2025). Based on the TRA, PEOU serves as a core behavioral belief, suggesting that cognitive assessments of a tool’s simplicity cultivate a favorable attitude, which in turn affects behavioral intentions and actual system usage (Allam et al., 2024; Carlos Martins Rodrigues Pinho & Soares, 2011; Du et al., 2024; Kumar et al., 2024). TRA focuses on attitudes and subjective norms, but TPB adds perceived behavioral control, which is how easy or hard it is to do something based on the resources you have and the problems you might run into (Tun et al., 2025). In this context, PEOU signifies the user’s assurance in their capacity to comprehend through a system, thereby directly affecting their readiness to adopt the technology  (Basuki et al., 2022; Du et al., 2024; Geddam et al., 2024). In the end, PEOU is a very important factor in whether or not users will accept new ideas. This is because new ideas that are seen as less complicated and more intuitive are much more likely to lead to positive behavior (Carlos Martins Rodrigues Pinho & Soares, 2011; Du et al., 2024).

The Theory of Reasoned Action (TRA) posits that PEOU serves as a fundamental behavioral belief, indicating the degree to which an individual perceives the use of a particular technology as “free of effort” or devoid of physical and mental challenges (Carlos Martins Rodrigues Pinho & Soares, 2011; Du et al., 2024; Kumar et al., 2024; Mukherjee & Banerjee, 2019). In this “reasoned” framework, it serves as a fundamental antecedent that directly influences an individual’s attitude, defined as their positive or negative evaluative affect regarding the behavior (Alismaiel et al., 2022; Carlos Martins Rodrigues Pinho & Soares, 2011; Du et al., 2024). It is also used in TRA-based models to show a causal link to PEOU. According to  Alismaiel et al. (2022); Carlos Martins Rodrigues Pinho and Soares (2011), a user-friendly system saves time and effort, making it more beneficial. On the other hand, the TPB broadens this paradigm by incorporating the belief of perceived behavioral control, which assesses the viability of carrying out a behavior while taking into consideration possible obstacles, self-efficacy, and available resources (Tun et al., 2025). While models based on the Theory of Reasoned Action (TRA) see the variable as a cause of attitude, models based on the Theory of Planned Behavior (TPB) (like the final versions of the Technology Acceptance Model) often use PEOU to show a direct effect on behavioral intention (Du et al., 2024; Tun et al., 2025). This usage recognizes that a user’s willingness to adopt a system is affected not only by their personal feelings (attitude) but also by their perception of the effort needed and their sense of control over the task (Du et al., 2024; Tun et al., 2025).

2.2.2 Relationship between PEOU and attitude towards using SNS and attitude towards using SNA

Research shows the positive linkage between PEOU and attitude towards using SNS (Carlos Martins Rodrigues Pinho & Soares, 2011; Lorenzo‐Romero et al., 2011; Mukherjee & Banerjee, 2019). That positive attitude creates ease of use for the users when visiting online sites. The above link shows that when a user finds a platform that is easily understandable and clear, it creates a positive perception of the new technology (Du et al., 2024; Gabriel & Park, 2024; Setianto et al., 2025). The perception of people on online advertising can be influenced by the usage of the platform (Berlianto et al., 2024; Gabriel & Park, 2024; Zhao & Wang, 2020). Marketers advertise their product or brand on networking sites and create ease of use for users, which easily connects users with those platforms. PEOU positively impacted attitudes towards using SNS and SNA (Mukherjee & Banerjee, 2019). Similarly, research demonstrated a positive relationship between PEOU and attitudes toward SNA, indicating that consumer attitudes improve when advertising content is easily accessible and requires little effort to navigate (Gabriel & Park, 2024; Setianto et al., 2025).

2.2.3 Theoretical relationship

The theoretical shift suggests that there exists a positive relationship between attitudes towards PEOU and SNS (Gabriel & Park, 2024; Guo et al., 2025; Hussein et al., 2022). PEOU is supported by the TPB and Theory of TRA, which show that users’ attitudes, subjective norms, and perceived behavioral control are directly influenced by their beliefs about how easy or difficult it is to use technology, eventually determining their intentions to use the system. According to TPB, perceptions of the availability of opportunities and resources (such as user-friendly interfaces) determine how simple or complex an activity is thought to be. A user’s desire to use a system increases if they think it is simple to use and requires little effort. A user’s first perception of ease is influenced by social influences. Similar to how simplicity of use directly affects technology adoption, researchers find that perceived behavioral control directly predicts whether a person will stick with using technology. TPB and TRA essentially offer the psychological framework demonstrating that users are more likely to have good intentions to adopt a system when they think it is simple to use (control beliefs). So, the TRA and TPB, PEOU is a key behavioral belief that shapes the primary attitude needed to drive behavioral intentions and actual use of social media (Carlos Martins Rodrigues Pinho & Soares, 2011; Lorenzo‐Romero et al., 2011; Mukherjee & Banerjee, 2019; Tun et al., 2025).

PEOU atlases most naturally onto TPB/TRA in Perceived Behavioral Control. If a platform feels complicated, users perceive low control, and TPB tells us that low perceived control declines behavioral intention, regardless of how useful or enjoyable the platform might be. Empirically, PEOU has been shown to positively shape attitude, and PU creating a cascading effect that strengthens purchase intention within an integrated TAM-TPB framework (Ha et al., 2019). Bashir et al. (2022) reinforce this by showing that ease of use directly influences both attitude formation and behavioral intention to use SNS.