It means an individual's behavioral intention will be lower if he or her just has little control over performing a specific behavior due to lacking of some resource, such as time or money, regardless of the fact that he or her may have the positive attitude or subjective norm about the intended behavior. (scirp.org)
A meta - analysis of the technology acceptance model: Investigating subjective norm and moderation effects. (scirp.org)
I even found an academic abstract from a paper by Gina Masullo Chen that says the term «continues the culturally ingrained performance of motherhood women learned since childhood, and, in so doing, holds women captive in this subjective norm that may not fit them». (strocel.com)