Enhancing the Theory of Planned Behaviour by Incorporating Social Marketing Behavioural Enhancers: A First VS Second Order Confirmatory Factor Analysis Approach

Ayikwa Lutete Christian,Van Zyl Dion,De Jager Johan W

doi:10.22610/jebs.v11i1(j).2755

Ayikwa Lutete Christian, Van Zyl Dion + Show 1 more

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https://doi.org/10.22610/jebs.v11i1(j).2755

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Abstract

This study investigated the need to extend the TPB model to SMBE variables as suggested by Ayikwa and De Jager (2017) in the quest to better understand sexual behavioural patterns using the Confirmatory Factor Analysis (CFA) approach. The main research question to be answered: "how the TPB and SMBE variables should be structured into a validated CFA model?" Data were carefully collected in South Africaâ€™s Gauteng Province using a disproportionate multi-stage stratified random sampling method to retain 607 respondents. The survey questionnaires distributed consisted of revisited pre-existing instruments. The data were then analysed by CFA model that followed Exploratory Factor Analysis (EFA) to determine the suitability of the sample size. Assessment of the second order extended TPB model confirmed that it is worthwhile to integrate SMBE variables while extending the TPB model in the context of HIV/AIDS related behaviours.

Highlights

The Theory of Planned Behaviour (TPB), which is widely applied in numerous fields devoted to behavioural change, has been found the best in predicting both behaviour and intention of performing that behaviour when extended to additional variables through theoretical and empirical evidence (Conner & Armitage, 1998)
This study tested the theoretical framework proposed by Ayikwa and De Jager (2017) who proposed incorporating the Social Marketing Behavioural Enhancers (SMBE) alongside the traditional TPB components
Prior to proceeding with Confirmatory Factor Analysis (CFA), an Exploratory Factor Analysis (EFA) was conducted and helped the study to reduce and identify factors that best explained each construct considered in the present study

Summary

Introduction

The Theory of Planned Behaviour (TPB), which is widely applied in numerous fields devoted to behavioural change, has been found the best in predicting both behaviour and intention of performing that behaviour when extended to additional variables through theoretical and empirical evidence (Conner & Armitage, 1998). The original TRA comported two variables assuming to capture behavioural predictors that are attitudes (ATT) and subjective norms (SN), which later were added to perceived behavioural control (PBC). This refers to the acquired experience from the past regarding the performance of a behaviour and obstacles preventing its occurrence to form the TPB (Tao & Fan, 2017). A comparison between a first and second order Confirmatory Factor Analysis (CFA) approaches is made to identify the best approach to be used in a quest for a valid model

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