# Exploring Designer Trust in Artificial Intelligence-Generated Content: TAM/TPB Model Study
## 2 Literature Review
### Theoretical Framework
#### 2.2.2 Theory of Planned Behavior  
In 1977 and 1980, scholars [PERSON] and [PERSON] introduced the Theory of Reasoned Action (TRA), which posits that users' intentions determine their behavior and can be evaluated and measured [18]. To expand and enrich the application of this model, scholar [PERSON] developed the Theory of Planned Behavior (TPB) in 1988 and 1991 [27]. The TPB is used to explain users' intentions and behavioral changes by deconstructing the factors related to users' intentions or behavior changes. Building on the TRA, the TPB incorporatesthe evaluation standard of perceived behavioral control, allowing it to explain the logic behind involuntary behavior changes and eventually evolve into the TPB.  
The TPB comprises three evaluative criteria: attitude, subjective norms, and perceived behavioral control. Attitude refers to the user's evaluation of a specific behavior, subjective norms denote the influence of others' expectations and social pressure on the user, and perceived behavioral control represents the user's perceived control over the behavior. These three combined factors ultimately affect users' behavioral intentions. The theory is widely applied in explaining individual users' behavior and predicting group behavior, providing robust theoretical support for the application of new technologies.  
The Theory of Planned Behavior (TPB) is a widely used social psychological model that not only explains behavioral changes but also predicts future behaviors. The model posits that users' behavioral intentions are the direct factors determining their actual behavior. The key factors influencing users' behavioral intentions are as follows: (1) behavioral attitude--the user's positive or negative attitude towards performing a particular behavior; (2) subjective norms--the perceived social expectations and pressures related to the behavior; and (3) perceived behavioral control--the user's perception of the difficulty of performing the behavior.  
The TPB model has been successfully applied in various fields. For example, scholar [PERSON] used the TPB to explore the factors influencing entrepreneurial intentions among Colombian university students, finding that personal attitude and perceived behavioral control are direct variables affecting entrepreneurial intentions, while subjective norms act as an indirect variable [28]. Scholar [PERSON] applied the TPB to study users' environmental behaviors, concluding that user beliefs are an indirect variable influencing behavior [29]. Scholar [PERSON] used the TPB to explain users' intentions to support tourism development, finding that emotional factors are key to behavioral change [30]. Scholar [PERSON] applied the TPB to explore the link between entrepreneurial intentions and behavior, identifying self-efficacy as an influential factor in entrepreneurial activities [31]. Additionally, several scholars have extended the TPB; for instance, [PERSON] combined the Norm Activation Model with the TPB to explain pro-environmental behavior in the context of drone delivery services, while [PERSON] integrated the TPB with a TAM to investigate the impact of perceived risk on consumers' online shopping intentions [32]. Overall, the TPB provides a robust framework for understanding user attitudes and behavioral intentions, offering valuable support for predicting behavioral changes.