Antecedents and moderators of behavioral intention: differences between U.S. and Taiwanese students

The purpose of this study was to investigate the relative influence of attitude toward the act, subjective norm, and perceived behavioral control on consumers' purchase intention when consumers possess different levels of product knowledge (subjective and objective). The magnitude of the influence is compared across two different societies (U.S. and Taiwanese). U.S. (N = 295) and Taiwanese (N = 297) college students participated. The results showed that the relative importance of attitude toward the act, subjective norm, and perceived behavioral control in predicting purchase intention varied across consumers with different levels of product knowledge (subjective or objective) for the U.S. participants. However, the moderating effect of product knowledge was less profound for the Taiwanese participants.     

家庭沟通模式对儿童广告态度的影响

本文以家庭沟通模式理论为基础,通过对151份来自学生及母亲的问卷调查,探讨了不同家庭沟通模式对儿童广告态度的影响,结果表明,交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子一起看电视;交互型和多元型的母亲比保护型和放任型的母亲更经常与孩子讨论电视广告;交互型和保护型母亲对孩子看电视时间的控制要比多元型和放任型的母亲严：交互型和多元型家庭中的儿童对广告的总体态度比另两类儿童对广告的总体态度要积极。     

Sports spectator behavior: a test of the theory of planned behavior

The theory of planned behavior has been applied to sports and exercise behaviors. According to this theory, human intention to take action in a specific context is guided by three antecedents: attitude, subjective norm, and perceived behavioral control. Behavioral intention mediates the relationships between these three considerations and its ultimate performance. However, this theory has seldom been applied to the behaviors of spectators of sporting events. A sample of 269 volleyball spectators in Taiwan was studied to examine whether people's intention mediated their attitudes, subjective norms, and perceived behavioral control toward a given behavior, watching the 2010 Fédération Internationale de Volleyball World Grand Prix in Taipei. Regression analyses did not support behavioral intention as a mediator. This result is discussed in the context of planned behavior.     

Understanding pregnant women's decision making concerning prenatal screening

OBJECTIVE: This study is aimed at enhancing understanding prenatal screening decision making through testing a hypothesized decision model based on decision theory and health behavior theory. DESIGN: We obtained questionnaires from 1,666 pregnant women who were offered prenatal screening for Down's syndrome. Path analysis (using LISREL) resulted in a final model with reasonable model fit, which was verified by split-sample cross-validation. MAIN OUTCOME MEASURES: These included perceived probability, perceived severity, attitude toward termination, response efficacy, attitude toward prenatal screening, subjective norm, child-related anxiety, and intention to undergo prenatal screening. RESULTS: Attitude toward termination of pregnancy, perceived test efficacy, and subjective norm regarding the desirability of having prenatal screening determined a woman's attitude toward having a prenatal test. Anxiety was influenced by perceived risk and perceived severity of having a child with Down's syndrome, and by subjective norm, but this appeared to be a weak predictor of intention to test. Pregnant women with a positive attitude toward prenatal screening, and who perceived a subjective norm in favor of undergoing prenatal screening, showed a greater intention to have prenatal screening done. CONCLUSION: These findings suggest that more attention should be paid toward the values and social context of pregnant women during the counseling process.     

Private self-consciousness as moderator of the importance of attitude and subjective norm: The prediction of voting

The influence of private self-consciousness on the components of Ajzen and Fishbein's attitude model (attitude and subjective norm) is analysed. The impact of past behaviour on both current behaviour and behavioural intention is also studied. This model was applied to the prediction of voting intention and reported behaviour in the Spanish Parliamentary elections held in 1989, Attitude showed stronger influence than subjective norm on behavioural intention for subjects with a higher private self-consciousness. The opposite was true for subjects having a lower private self-consciousness. Past behaviour had a significant influence on both behavioural intention and behaviour.     

Seat Belt Attitudes, Habits, and Behaviors: An Adaptive Amendment to the Fishbein Model

One hundred thirty-four introductory psychology students participatcd in a longitudinal study of seat belt usage. The model of Fishbein and Ajzen was tested, as was the construct of habit within this context. Multiple regression analyses supported the basic Fishhein and Ajzen model predictions. Attitudes and subjective norms predicted intentions, which in turn predicted behavior. Furthermore, habit predicted behavior better than intention. The following nonspurious relationships were observed in cross-lagged panel correlation tests: influence from subjective norm to intention, influence from intention to attitude, influcnce from attitude to subjective norm, influence from behavior to habit, and, of course, influence from attitude to behavior. Discussion included further consideration of the Fishbein and Ajzen model, social adaptation theory, and implications for seat belt usage.     

Trying,Intentions, and the Processes by Which Goals Influence Performance: An Empirical Test of the Theory of Goal Pursuit1

A laboratory-based test of the theory of goal pursuit (Bagozzi & Warshaw, 1990) was conducted with results indicating substantial support for the theory. Goal attainment and task performance were predicted by a measure of trying, which was associated with the 4 mechanisms of effort, persistence, attention, and use of effective task strategies. Trying was predicted by an individual's intention to try. The intention to try was predicted by an attitude toward trying and a subjective norm toward trying. The individual's attitude toward the process and reactions to success and failure correlated with attitude toward trying. However, regression analyses indicated that the reactions toward failure did not contribute to the prediction of the attitude toward trying. Discussion focused on the utility of the theory of goal pursuit for understanding the processes by which goals influence performance.     

信任倾向与主观参照对网上购物意向的影响

该研究对225名大学生、在职人员进行问卷调查,通过分层回归分析探讨了信任倾向与主观参照对网上购物意向的影响。结果表明:男性在职人员的信任倾向要显著大于男大学生的信任倾向,而对于女性,这种差异不显著。工作与否、性别、学历在信任倾向、主观参照以及网上购物意向上差异不显著。主观参照对网上购物意向的影响受到信任倾向的缓冲,相对于高信任倾向的人,低信任倾向人的网上购物意向更容易受到主观参照的影响。信任倾向和主观参照对网上购物意向都有显著影响,但主观参照的回归效应更大。     

Direct experience with a cancer self-exam: effects on cognitions and behavior

We tested and expanded Fazio's hypothesis that direct experience enhances attitude-behavior consistency (Fazio & Zanna, 1981) to identify effects of experience on the relation of behavior to subjective norm and intention. We also monitored the endurance of the experience effect over time. In order to manipulate experience, we instructed male college students in the United States to perform the testicle self-exam (TSE) a prescribed number of times during an initial week. We compared attitude, subjective norm, intention, and self-reported behavior across experience condition and three postmanipulation times. Direct experience increased later reported TSE behavior and tended to increase attitude and intention. It also enhanced consistency of attitude, subjective norm, and intention with early reported behavior as well as intention with later reported behavior.     

Something for nothing: understanding purchasing behaviors in social virtual environments.

The present paper is composed of two studies. The first study explored the variables influencing the purchase of avatar-related products through the avatar users' survey research. This proposed a theoretical model of the purchase of avatar-related products using attitude toward an avatar, subjective norm, self-presentation, identification, and immersion. Although significant relationships were found for the individual links, the model was not supported. The second study focused on which variables predict the intention to use avatar-related products. A model was tested with avatar non-users. Results indicated that all relationships among variables in the Technology Acceptance Model (TAM), such as perceived ease of use of avatar, perceived usefulness of avatar, attitude toward using avatar, and intention to use avatar-related products, were strongly supported, as was the link between Internet self-efficacy and perceived ease of use of avatar. Also, the peer groups' subjective norm component which was a unique variable successfully predicted intention to use avatar-related products. Overall, all hypotheses were supported and the data were judged to be consistent with the model.     

Students' online collaborative intention for group projects: Evidence from an extended version of the theory of planned behaviour

Given the increasing use of web technology for teaching and learning, this study developed and examined an extended version of the theory of planned behaviour (TPB) model, which explained students' intention to collaborate online for their group projects. Results indicated that past experience predicted the three antecedents of intention, while past behaviour was predictive of subjective norm and perceived behavioural control. Moreover, the three antecedents (attitude towards e‐collaboration, subjective norm and perceived behavioural control) were found to significantly predict e‐collaborative intention. This study explored the use of the “remember” type of awareness (i.e. past experience) and evaluated the value of the “know” type of awareness (i.e. past behaviour) in the TPB model.     

The influence of an online auction's product price and e-retailer reputation on consumers' perception, attitude, and behavioral intention

Online auctions combine the conventional auction model with information technology. However, information asymmetry within such auctions causes risks and uncertainties that influence consumer purchase intentions. In this study, a 2 (product price: high vs. low) × 2 (e-retailer reputation: high vs. low) experimental design was used to understand whether the product price and e-retailer reputation will influence consumers' perceived risk, attitude toward the website and purchase intention. The results of this study indicate that perceived risk negatively influences consumer attitude toward the website and online purchase intention, while consumer attitude toward the website positively influences purchase intention. Moreover, involvement moderates the influence of product price and e-retailer reputation only on social risk but does not have a significant effect on consumer attitude toward the website. This study contributes to a more comprehensive understanding of online auction users' behavior. Finally, the managerial implications, limitations and future research directions are also provided.     

Voting “Against Islamization”? How Anti‐Islamic Right‐Wing,Populist Political Campaign Ads Influence Explicit and Implicit Attitudes Toward Muslims as Well as Voting Preferences

We explore the effects of anti‐Islamic right‐wing, populist political campaign ads on voting intention for a right‐wing populist party using a quota‐based online experiment (N = 174). Additionally, we investigate implicit attitudes (i.e., automatic affective associations) and explicit attitudes (i.e., overtly expressed evaluations) toward Muslims as underlying mechanisms of these effects. We find that exposure to the political campaign ads prompts explicit hostile attitudes toward Muslims mediated by implicit attitudes. Explicit attitudes in turn shape voting intention. Moreover, implicit attitudes toward Muslims predict voting preference beyond the influence of explicit attitudes. Thus, resentments toward Muslims may foster voters’ support for anti‐Islamic right‐wing populist parties even “under the radar” of conscious awareness. In sum, this study demonstrates for the first time the entire process of right‐wing, populist political campaign ads’ effects on voting preferences via implicit and explicit attitudes toward Muslims.     

Explaining Unit Nonresponse in Online Panel Surveys: An Application of the Extended Theory of Planned Behavior1

Unit nonresponse is a critical issue in survey methodology. The purpose of this paper is to understand better the mechanisms that underlie unit nonresponse; i.e., the individual's decision to participate in online panel surveys. Based on the theory of planned behavior (TPB), the determinants of unit nonresponse are one's attitude toward participating in online panel surveys, the subjective norm, and perceived behavioral control. Using a student sample at the University of Berne (N = 308), our results show only a marginal effect of the intention to predict participation behavior, and no effect was found for perceived behavioral control. Instead, additional explanatory variables (e.g., moral obligation, frequency of past behavior) led to a better explanatory power of the TPB.     

Choosing a Place of Death: The Influence of Pain and of Attitude Toward Death1

This experimental study sought to verify if factors like pain or attitude toward death can determine the choice of a place of death. Using a questionnaire developed from Triandis’(1980) theory, the influence of pain on the intention of choosing a place of death was measured among 138 respondents. “Attitude toward death,” used as a control variable, was measured by means of the Death Attitude Profile. Variance analyses (p < .008) demonstrated the influence of pain on intention of choosing a place of death and on the cognitive component. Linear regression (p .002) highlighted 2 determinants of intention of choosing a place of death: moral norm and social role. As for attitude toward death, it seems to have no influence on the choice of a place of death.     

A mediating role for anticipated regret in predicting retirement savings intention between groups with (without) past behaviour

A recent global trend has been the shifting of responsibility for retirement income planning from the public purse to individuals, with an associated encouragement to contribute more to retirement savings. This research investigated the influence of anticipated regret on the intention to make extra voluntary retirement savings. Results revealed that anticipated regret plays a powerful affective role in the formation of behavioural intention by conveying the influence of attitude and subjective norm to intention. Implications of the results with respect to possible interventions relating to behaviour change are considered.     

Antecedents of Taiwanese adolescents' purchase intention toward the merchandise of a celebrity: the moderating effect of celebrity adoration

The purpose of the present study was to investigate the relative importance of adolescents' attitude toward an act (the degree to which the person had a favorable or unfavorable evaluation or appraisal of the act's behavior in question), perceived norm, and perceived behavioral control in predicting Taiwanese adolescents' intention to purchase the merchandise of a celebrity when they had different levels of celebrity adoration. The present results showed that the relative strengths of attitude toward the act and the perception of behavioral control in predicting purchase intention toward the merchandise of a celebrity were stronger for adolescents in the celebrity adoration group than for adolescents in the celebrity nonadoration group. On the other hand, the relative importance of the perceived norm in predicting the attitude toward the act and the purchase intention was stronger for adolescents in the celebrity nonadoration group than for adolescents in the celebrity adoration group.     

Changing people’s attitudes and beliefs toward driving through floodwaters: Evaluation of a video infographic

Despite awareness of campaigns such as ‘Turn Around, Don’t Drown’ and the Australian state of Queensland’s ‘If It’s Flooded, Forget It’, people continue to drive through floodwaters, causing loss of life, risk to rescuers, and damage to vehicles. The aim of this study was to develop a video infographic that highlights the dangers of driving through floodwaters and provide safety tips to reduce the risk, and to evaluate its effectiveness in changing the beliefs and intentions of Australian adults toward this risky driving behaviour. This study adopted an online three-wave non-controlled pretest–posttest design. Australian licensed drivers (N = 201, male = 41, female = 160; M_age = 34.10) self-reported their demographic and psychological variables (intention, attitude, subjective norm, barrier self-efficacy, risk perception, anticipated regret, perceived susceptibility, and perceived severity) at baseline (T1), immediately post-intervention (T2), and at a one-month follow-up (T3). Messages in the video infographic were developed based on psychological theory and empirical evidence, using data on causal factors derived from coronial records and the findings of behavioural research. Results indicated that men had significantly higher intentions and attitudes and significantly lower barrier self-efficacy, risk perception, anticipated regret, perceived susceptibility, and perceived severity with respect to driving through floodwater than women. Statistically significant time x gender interaction effects were also found; attitude and subjective norm were significantly lower between T1 and T2 for both men and women but scores between T2 and T3 remained significantly lower for women only. In addition, perceived susceptibility and perceived severity scores were significantly higher in women across T1 and T2, with the difference maintained at T3. In contrast, there were no differences in scores across the three-time points for men. The implications of these findings for road safety and drowning prevention messages targeting drivers during floods are discussed.     

The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community1

Electronic word‐of‐mouth (WOM) communication influences potential consumer attitudes and behavioral intentions toward a product. Since consumers frequently assess online information based on their relationships with communities, rather than with individuals, online communities themselves function as referents for assessing information quality. This study examines whether consumer perceptions toward virtual communities (i.e., sense of virtual community or SOVC) moderate the perceived influence of product comments on attitude and purchase intention. This study manipulated 2 scenarios involving positive comments and negative comments regarding a newly issued game product. Analytical results indicated that SOVC reinforced the influences of online comments on attitude and purchase intention. Thus, marketers should consider the role of virtual communities when implementing WOM strategy online.