Theory Of Planned Behavior Constructs Research Articles

Uncorking the potential of wine: an empirical prediction of consumers’ intention to visit wine tourism destinations (WTDs) post-COVID-19

PurposeThe study aims to examine consumers' intentions to visit wine tourism destinations (WTDs) in Canada post-COVID-19 by combining destination-related constructs with the theory of planned behavior (TPB).Design/methodology/approachConvenience sampling was employed in the online survey method to gather data. Using AMOS and SPSS software, structural equation modeling (SEM) was used to analyze the data.FindingsThe outcomes of the SEM show that a powerful model for predicting consumers’ intention to visit WTDs was developed by combining the TPB with additional variables. More precisely, the study identified that consumers' attitudes, perceived behavioral control, wine product involvement and motivation exhibit positive influences on their intention to visit WTDs. Conversely, subjective norms and the destination wine image did not influence the intention.Research limitations/implicationsThe findings have important ramifications for various parties involved, including the government, travel agencies, tourism associations and wine producers. This research's emphasis on consumer behavior enables practitioners to adjust to the changing needs of consumers in the post-pandemic environment.Originality/valueThe drawn-out model gives an improvised view of consumers’ behavioral intentions to visit WTDs post-COVID-19 by testing an integrated structural model comprising TPB and destination-related constructs. As far as the authors are aware, this research represents the first-ever effort to predict consumer's intentions to visit WTDs post-COVID-19.

Predicting Food Waste Avoidance: Analysis of an Extended Model of the Theory of Planned Behavior and of Relevant Beliefs

ABSTRACT This research adopted the Theory of Planned Behavior (TPB) to predict intention and behavior to avoid food waste. In a pilot study, behavioral, normative, and control beliefs were identified. In the main study, a TPB model extended with descriptive and moral norms was assessed using a two-wave design and applying SEM. The associations between beliefs and TPB constructs were analyzed by MIMIC models. Attitude, descriptive and moral norms, and perceived behavioral control were associated with intention to avoid food waste, which predicted behavior. Considering the most important beliefs in forming intentions has important implications for designing food waste prevention interventions.

A theoretical explanation of naloxone provision among primary care physicians and community pharmacists in Tennessee

BackgroundIncreasing access to naloxone reduces opioid-related morbidity and mortality. Primary care and community pharmacy settings are critical access points, yet limited theoretical research has examined naloxone prescribing and dispensing behaviors. ObjectivesTo determine if the theory of planned behavior (TPB) combined with theoretical constructs from communication science explains intentions to co-prescribe and discuss co-dispensing naloxone among primary care physicians and community pharmacists, respectively. MethodsThis cross-sectional study surveyed cohorts of licensed primary care physicians and community pharmacists in Tennessee in 2017. Intentions were measured using profession-specific case vignettes, whereby they were asked given 10 similar patients, how many times (0–10) would they co-prescribe or discuss co-dispensing naloxone. Bivariate and multivariable analyses were used. ResultsThe analytic sample included 295 physicians (response rate = 15.6 %) and 423 pharmacists (response rate = 19.4 %). Approximately 65 % of physicians reported never intending to co-prescribe naloxone (0 out of 10 patients), while 47 % of pharmacists reported never intending to discuss co-dispensing. All TPB constructs—attitudes (AOR = 1.32, CI = 1.16–1.50), subjective norms (AOR = 1.17, CI = 1.06–1.30), and perceived behavioral control (AOR 1.16, CI = 1.02–1.33)—were associated with an increased likelihood of pharmacists always (versus never) discussing co-dispensing. Similarly, two TPB constructs—attitudes (AOR = 1.41, CI = 1.19–1.68) and subjective norms (AOR = 1.22, CI = 1.08–1.39)—were associated with an increased likelihood of physicians always co-prescribing. Among physicians only, one communication construct—self-perceived communication competence (AOR = 1.19, CI = 1.01–1.41)—was associated with an increased likelihood of always co-prescribing. ConclusionFindings support the value of theory, particularly TPB, in explaining primary care physician intentions to co-prescribe and community pharmacist intentions to discuss co-dispensing naloxone.

Determinants of behavior towards hemp-based products: an application of the theory of planned behavior

PurposeThis paper examines how U.S. consumer intentions to adopt hemp vary across product types using the theory of planned behavior (TPB).Design/methodology/approachData were collected via an online survey of U.S. residents in 2022 (n = 1,948). Two-step structural equation modeling is used to examine how TPB constructs and background factors influence intent to use five different hemp-based products: cannabidiol (CBD), clothing, food, personal care products, and pet products. Data are analyzed using R.FindingsPositive attitudes towards all categories of hemp-based products increase the probability of adoption, while subjective norm and perceived behavioral control have limited and varied significant influence across product models. Age has a consistent significant and negative influence on adoption.Research limitations/implicationsFindings highlight consumer segmentation and marketing opportunities, inform hemp stakeholder decision-making, and provide directions for future research. Given the absence of explanatory power of SN and PBC on most product models and the diversity of products and nuanced U.S. hemp policy, future research could investigate expanded iterations of TPB. Using revealed behavior could also highlight potential intention-behavior gaps and offer more robust insights for hemp stakeholders.Originality/valueFindings contribute to a limited body of information on markets and consumer demand for hemp in the U.S.

Effectiveness of two educational interventions based on the theory of planned behavior on oral cancer self-examination in adults: a randomized controlled trial.

The theory of planned behavior (TPB) is recognized as an effective theory for behavior change. The aim of the present study was to investigate the impact of two TPB-based educational interventions on oral self-examination (OSE) behavior and the related TPB constructs among adults in Tehran, Iran, in 2022. This randomized controlled trial involved 400 healthy individuals recruited from 20 urban comprehensive health centers in the southern part of Tehran, Iran. The health centers were randomly assigned to two control (PowerPoint) and intervention (WhatsApp) groups (200 individuals in each group). In the control group (the recipient of the routine care), participants received a 20-minute lecture through a PowerPoint presentation and a pamphlet. In the intervention group (the recipient of an additional intervention alongside the routine care), participants were educated through messages and images on WhatsApp along with having monthly group discussions. Data was collected at baseline, as well as at 1- and 3-month follow-ups using a structured questionnaire. The outcomes assessed included OSE behavior and the related TPB constructs: intention, attitude, subjective norm, and perceived behavioral control. Linear and logistic generalized estimating equations (GEE) regression models were used to evaluate the impact of the interventions with STATA version 17. Of the total participants, 151 (37.75%) were men. The mean ± standard deviation (SD) of ages in the PowerPoint and WhatsApp groups were 39.89 ± 13.72 and 39.45 ± 13.90, respectively. OSE and the related TPB constructs showed significant differences between the groups at the 1-month post-intervention assessment. The effect of PowerPoint was more significant in the short-term (one month), while both methods showed similar effectiveness after three months, specifically in relation to OSE and the TPB constructs. At the 3-month post-intervention assessment, there were significant increases in OSE (OR = 28.63), intention (β = 1.47), attitude (β = 0.66), subjective norm (β = 2.82), and perceived behavioral control (β = 1.19) in both groups (p < 0.001). The present study provides evidence of the effectiveness of both educational interventions in improving OSE and the TPB constructs after three months. Therefore, both TPB-based educational methods can be recommended for designing and implementing interventions aimed at preventing oral cancer. The trial protocol was registered in the Iranian Registry of Clinical Trials (IRCT) on 04/03/2022 (registration number: IRCT20220221054086N1).

Validating a theory of planned behavior questionnaire for assessing changes in professional behaviors of medical students.

Teaching professionalism is a fundamental aspect of medical undergraduate education, delivering important domains of professional attitudes, ethics, and behaviors. The effects of educational interventions can be assessed by measuring the change in such domains, but validated assessment tools for these professionalism domains are lacking. In this study, we constructed and conducted expert validation of a modified theory of planned behavior (TPB) questionnaire to assess changes in professional behaviors (PBs) in medical students. To validate that, we modified an existing TPB questionnaire, and an 18-item questionnaire was subjected to expert panel evaluation using the content validation method. The clarity and relevance of items were assessed using a four-point rating scale (i.e., 1 = not relevant to 4 = highly relevant). Ratings of experts and free-text comments were analyzed. Quantitative evaluation of relevance and clarity was undertaken through analyses of the Item-level Content Validity Index (I-CVI) and Scale-level Content Validity Index (S-CVI). A qualitative assessment of the comments of experts was conducted to refine items, any disagreements were discussed, and a consensus decision was developed among authors for item changes. Quantitative evaluation of the Item-level Content Validity Index (I-CVI) scored 0.9-1 for relevance and 0.7-1 for clarity. Qualitative evaluation resulted in (i) changes to the wording of items (e.g., choices such as "worthless/worthwhile" were replaced with "not important/important"); and (ii) suggestion of the addition of social media in the construct of subjective norms. The proposed tool exhibits content validity and can assess TPB constructs in professionalism education. This study of content validity may help to ensure the modified TPB questionnaire accurately measures the TPB constructs, ensuring its effectiveness in accurately measuring the TPB constructs for PB in diversified educational medical institutions.

Analysis of Behavioral Factors in the Use of Traditional Medicine: Observational Study in Yogyakarta, Indonesia

Traditional medicine has long been used by the people of Yogyakarta, Indonesia as an alternative treatment to modern medicine. Various factors influence traditional medicine use, including psychological factors such as attitudes, subjective norms, and perceived behavioral control. This research aims to determine the factors that influence the use of traditional medicine among the people of Yogyakarta Indonesia using the theory of planned behavior (TPB). This research was conducted using an analytical observational research design with a cross-sectional design. Data was collected from 110 respondents living in Yogyakarta who met the inclusion and exclusion criteria. The research instrument is a questionnaire that refers to the TPB construct which has been tested for validity and reliability. Data analysis was carried out using logistic regression statistical tests and Pearson correlation tests. The results of the analysis show that attitudinal factors and perceived behavioral control partially contribute to the intention to use traditional medicine, while the subjective norm construct does not contribute. Attitudes and perceived behavioral control are important factors that influence the intention to use traditional medicine among Indonesian people. This suggests that interventions that focus on increasing positive attitudes and perceived behavioral control can increase the use of traditional medicine.

Intention to Adopt Cycling using the Modified Theory of Planned Behaviour

The popularity of cycling in Sri Lanka has been declining over the years, while its popularity as a form of micro-mobility is increasing in some countries. Efforts to encourage cycling should be based on a proper understanding of factors affecting the intention to cycle. This research uses modified Theory of Planned Behaviour (TPB) to explore the extent to which four sociopsychological constructs, namely, attitude, perceived behaviour control (PBC), subjective norm (SN) and environmental perception influence the intention to cycle. Using a modified TPB-based questionnaire survey, data related to the intention to adopt cycling and four TPB constructs were collected and analysed using Structural Equation Modelling (SEM) analysis. PBC showed a strong positive effect while attitude and SN did not have a significant influence on the intention to cycle. Cycling supportive infrastructure availability in Sri Lanka is less and, hence, individuals’ perception on the environment was found to have a significant negative effect on the intention to adopt cycling. The findings of this research can inform policymakers and transport professionals in prioritizing strategies to enhance cycling in Sri Lanka in terms of improvements to cycling education, better cycling infrastructure and other programs of intervention.

Perceptions of Chinese women with a history of gestational diabetes regarding health behaviors and related factors: a directed qualitative content analysis

BackgroundGestational diabetes mellitus (GDM) is one of the most common metabolic disorders during pregnancy and is associated with adverse outcomes in both mothers and their children. After delivery, women who experience GDM are also at higher risk of both subsequent GDM and type 2 diabetes mellitus (T2DM) than those who do not. Therefore, healthcare providers and public health practitioners need to develop targeted and effective interventions for GDM. In this study, we aimed to explore the perceptions regarding health behaviors and related factors during the inter-pregnancy period among Chinese women with a history of GDM through the lens of the theory of planned behavior (TPB).MethodsBetween December 2021 and September 2022, 16 pregnant Chinese women with a history of GDM were purposively recruited from a tertiary maternity hospital in Shanghai for face-to-face semi-structured interviews. They were asked questions regarding their health behaviors and related factors. The transcribed data were analyzed using a directed qualitative content analysis method based on the theory of TPB.ResultsThe health-related behaviors of the women varied substantially. We identified five domains that influenced women’s behaviors according to TPB constructs and based on the data collected: behavioral attitude (perceived benefits of healthy behaviors and the relationship between experience and attitude towards the oral glucose tolerance testing); subjective norms (influences of significant others and traditional cultural beliefs); perceived behavior control (knowledge of the disease, multiple-role conflict, the impact of COVID-19, an unfriendly external environment and difficulty adhering to healthy diets), incentive mechanisms (self-reward and external incentives); preferences of professional and institutional support (making full use of social media platform and providing continuous health management).ConclusionsThe health-related behaviors of women with a history of GDM were found to be affected by multiple factors. Healthcare professionals are recommended to provide women with sufficient information regarding the disease and to take advantage of the power of the family and other social support networks to improve women’s subjective norms and to promote the adoption of a healthy lifestyle.

The Effect of Mothers Education on Reduction the Aggression Behavior Among Computer Game User Students

Background: Nowadays, children and teenagers easily access computer games while parents are unaware of the dangers posed by excessive use of these games. The present study investigated the effect of educational intervention based on the theory of planned behavior (TPB) on primary school boys’ aggression levels. Methods: This research was a randomized controlled trial. The sample size was determined to be 180 considering a confidence interval of 95% and test power of 90% (group 1=90, group 2=90). The sampling environment was a multi-stage cluster with four primary schools from two education districts in Shiraz City, Iran in 2013. The participants were evaluated once before the intervention and then one week and one month after the educational intervention. We used the aggression checklist (12 items) and a researcher-made questionnaire according to TPB theory, which has suitable validity and reliability. The data were analyzed using SPSS software, version 19. Results: There was no difference between the two groups before the intervention. After the education program, the 4 constructs of TPB, including attitude, perceived behavioral control, behavioral intentions, and behavior, increased in the intervention group compared to the control group (P&lt;0.001). Conclusion: According to the findings, it seems that the educational intervention on mothers based on TPB leads to the reduction of aggressive behavior of elementary school students.

Beyond borders: A cross‐cultural analysis of consumption and purchase behaviour of sweeteners in yoghurts

AbstractThe study explored the sociocultural influences on sugar consumption in three distinct countries: New Zealand, France, and Singapore. It employed the theory of planned behavior (TPB) alongside consumer perception and acceptance factors, such as sugar consciousness, product labeling, sugar substitution with sweeteners, and perceived flavor, to investigate participants’ behaviors regarding various yogurt types. Data was gathered through web surveys in each country, analyzed through partial least squares (PLS)–confirmatory factor analysis to create country‐specific conceptual frameworks, and then validated using PLS‐path modeling to assess the correlations between TPB and consumer perception constructs. The results indicated that perceived behavioral control positively influenced intentions to reduce sugar intake in participants from New Zealand and Singapore. Sugar consciousness exhibited a positive correlation with behavioral intentions across all three countries, suggesting heightened awareness of sugar intake motivates individuals to cut back. Notably, the presence of labels and claims showed negative correlation with perceived flavor, among the participants from New Zealand and France, suggesting that food researchers must navigate a delicate balance between labels and flavor to successfully design and market sugar‐reduced products. Further analysis, PLS‐multigroup analysis revealed significant difference in the impact of subjective norms on attitude between participants from different countries. Singaporeans placed stronger value on others’ approval for consuming less sugar‐sweetened yogurt, whereas French and New Zealand participants had a more neutral stance. This study's novelty lies in its comprehensive exploration of sociocultural factors, integration of TPB with consumer perception constructs, and tailoring of analysis to each country's cultural context, thereby enhancing our understanding of multicultural sugar consumption patterns.

Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior

Purpose: This research attempts to explore the determinants of eco-labeled product buying behavior by extending the theory of planned behavior (TPB). Theoretical framework: To build a comprehensive predicting model, environmental knowledge, perceived value, environmental concern, product knowledge, self-efficacy, consumer guilt, and eco-labeling are added to the traditional TPB. Method: The proposed conceptual model was tested by conducting a questionnaire survey on consumers in an emerging economy. The partial least square-based structural equation modeling was used to analyze the data. Results and conclusion: The results showed that product knowledge moderates the relationship between subjective norms and eco-labeled product buying intention. The results also reveal that attitude, perceived behavioral control, and subjective norm mediate the association between environmental concern and eco-labeled product buying intention. In addition to TPB constructs, consumer guilt, eco-labeling, perceived value, self-efficacy, and environmental knowledge significantly affect buying intention. Originality/value: The current research addresses the research gap by empirically examining the in-depth effects, and the underlying mechanism of eco-label informed green purchase and its acceptance in Malaysian perspectives.

The Impact of Green Service Quality on Consumers’ Intentions to Revisit Green Hotels Based on Theory of Planned Behavior

ABSTRACT This study investigates the impact of green lodging service quality (GLSERV) on consumers’ intentions to revisit green hotels based on the theory of planned behavior (TPB) in the Chinese context. Data were collected from 300 respondents using an online questionnaire and analyzed through structural equation modeling. The findings indicate a positive and significant impact of both GLSERV and TPB on consumers’ revisit intention as expected. Further, the results confirm the mediating role of TPB constructs such as AT, SN, and PBC. Theoretical and practical implications for hotel managers to enhance service quality and promote sustainable practices that align with consumer expectations are included in the study.

How willing are residents to accept sustainable energy from food waste generated by anaerobic digestion projects?

The increasing demand for local anaerobic waste-to-energy projects triggered by citizens' environmental consciousness has forced communities, practitioners, and academicians worldwide to prioritize this subject. This research extends the theory of planned behavior (TPB) model with egoistic value. This study assessed residents' willingness to accept energy from food waste via anaerobic digestion (AD) projects. This study compares the new research framework with the original TPB framework. Using 408 questionnaires from Chinese residents in Jiangsu Province, hypothetical statements were assessed using a covariance-based structural equation model (CB-SEM). Egoistic values influenced all TPB constructs. The study found that TPB constructs mediated the association between egoistic value and residents' willingness to accept energy from food waste through AD projects. The findings suggest that the actual research framework can better explain outcomes than the original TPB model. This shows that the actual framework is more effective in understanding residents’ willingness to accept energy from food waste through AD projects. Policymakers and investors should communicate the health benefits of energy from food waste via anaerobic digestion schemes to citizens. Also, the policymakers or experts should focus on egoistic values or the health benefits of the citizens before they hurry to uptake the projects.

Factors Associated with the Intention to Work with Older Adults Among First Year Social Work Students in Israel

ABSTRACT This study examined a model based on the Terror Management Theory and the Theory of Planned Behavior (TPB) to identify factors associated with social work students` intention to work with older adults. A cross-sectional study with a sample of 375 first-year Israeli social work students was undertaken. Attitudes, subjective norms and perceived behavioral control were directly associated with this intention. Contact with older adults was related to anxiety about older adults, which along with anxiety about self-aging, was related to the TPB constructs. The model explained 63% of the variance of the students` intention to work with older adults.

Factors Affecting the Participating Intention in Online Voter Contact: A Case Study of Long An Province

The aim of this study is to investigate the factors influencing online voter contact intention in Long An province, based on merging the TAM (Technology Acceptance Model) and TPB (Theory of Planned Behavior) frameworks. Analysis conducted using PLS-SEM with a sample size of 201 participants reveals that perceived usefulness is the most significant predictor of participants’ attitudes. The constructs of TPB, including attitude, subjective norms, and perceived behavior control, exhibit positive and statistically significant effects on the intention to participate in online voter contact. The findings of this study have several implications for agencies involved in promoting policies related to online voter contact.&#x0D;

Envisioning sustainable sanitation planning: a unified approach of diffusion of innovation and theory of planned behavior in predicting ecosan toilet adoption in Arba Minch City, Ethiopia

This study explores the adoption of ecological sanitation (ecosan) toilets in Arba Minch City, Ethiopia, using an integrated approach combining the diffusion of innovation (DOI) model and the Theory of Planned Behavior (TPB). The research aims to understand the complex associations between DOI variables (relative advantage, complexity, compatibility, trialability, and observability) and TPB constructs (attitude, subjective norm, and perceived behavioral control) in predicting residents’ behavioral attitudes and intentions. Applying Structural Equation Modeling (SEM) and bootstrapping techniques, the study investigates direct and indirect effects, offering a comprehensive analysis of the adoption process. The objectives include examining the influence of TPB and DOI constructs on residents’ intentions, unraveling direct and indirect effects on these intentions, and investigating variations among users of different toilet types in the city. The result of the study shows that attitude and perceived behavioral control are central to shaping intentions, aligning with TPB principles. Contextual factors like compatibility, relative advantage, and trayability reveal nuanced insights, deviating from conventional patterns. The study identifies attitude as a key moderator between DOI constructs and behavioral intention, enriching our understanding of the adoption process. In conclusion, the integrated DOI and TPB model provides nuanced perspectives on factors influencing behavioral attitudes and intentions toward ecosan toilet adoption. The crucial roles of perceived behavioral control and attitude underscore the importance of tailored interventions. The study’s insights are relevant for policymakers, practitioners, and development organizations working on sustainable sanitation practices in urban areas, contributing to broader sustainable development objectives.

Perceptions of Telehealth-Based Cancer Support Groups at a Rural Community Oncology Program.

Cancer peer support groups are crucial in improving quality of life outcomes and extending cancer survival. Using the Health Belief Model (HBM) and Theory of Planned Behavior (TPB) as guiding frameworks, this study examined perceptions of telehealth-based cancer support groups among individuals treated for cancer at a rural oncology program. We distributed online surveys to 34 survivors or individuals undergoing cancer treatment who actively participated in virtual cancer support groups, achieving a 79.4% response rate (27 participants). The survey, blending quantitative and qualitative methodologies, assessed demographic characteristics, overall telehealth satisfaction, satisfaction with telehealth-based peer support, and perceived social support. Quantitative data were analyzed using descriptive statistics, while qualitative responses were examined through template analysis, focusing on the HBM and TPB constructs. Participants expressed general satisfaction with telehealth and indicated a willingness to use telehealth services again. Participants cited ease of use and broader access to cancer support groups with telehealth approaches. Barriers to telehealth included the lack of interpersonal connection, internet access, and technical difficulties. The findings underscore the nuanced perceptions of telehealth-based cancer support groups in a rural oncology setting. Despite acknowledging telehealth's limitations, participants appreciated its role in facilitating access to support. The findings provide valuable insights for optimizing digital health interventions, emphasizing the need for a balanced approach that considers both the potential and the challenges of telehealth in cancer care. This study offers critical guidance in optimizing digital health interventions and ensuring accessible, effective support for cancer patients in rural areas.

Unveiling the link between digital entrepreneurship education and intention among university students in an emerging economy

Digital Entrepreneurship (DE) is becoming increasingly relevant due to advancements in technology and infrastructure, which offer many opportunities for entrepreneurs. This research seeks to elucidate the influence of Digital Entrepreneurship Education (DEE) on the interrelations among Attitude (ATT), Subjective Norms (SNs), Perceived Behavioral Control (PBC), Personal Innovativeness (PI), and Digital Entrepreneurship Intention (DEI) among university students in emerging nations. The Theory of Planned Behavior (TPB) serves as the theoretical foundation for this study. The study adopts a quantitative research design, utilizing a survey questionnaire to garner information from a subset of business college students in Vietnam. A total of 334 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), facilitating the testing of the research hypotheses. The study revealed a positive correlation between TPB constructs, PI, and DEI among university students in developing economies. However, the relationship between PBC and DEI was inversely affected by DEE. Furthermore, the study found no evidence to support the moderating effects of DEE on the relationship between ATT, SNs, PI, and DEI. This research contributes significantly to entrepreneurship studies by investigating the impact of DEE on students' inclination to embark on DE in developing countries. It extends the theoretical framework of TPB by integrating PI and underscores the importance of DEE in fostering DE. Moreover, the findings of this study hold several implications for academic administrators, policymakers, and educators. These insights can be leveraged to devise strategies and initiatives to enhance support and advancement for DEE.

The Impact of Personalized New Media Advertising on Consumer Purchase Intentions: An Empirical Study Based on the Theory of Planned Behavior

This study explores the impact of personalized new media advertising on consumer purchase intentions within the framework of the Theory of Planned Behavior (TPB). Employing a survey questionnaire and comprehensive data analysis, the research quantitatively assesses the influence of personalized advertising on the TPB constructs: attitudes, subjective norms, and perceived behavioral control. These constructs are measured in terms of their effect on consumers' intentions to make a purchase. Various items can be integrated with the TPB Theory so that the personalized characteristics displayed in advertisements can be accurately grasped. After obtaining data from a random sample of 203 samples, the data from the returned questionnaires were analyzed in this study using SPSS, and the role of statistical techniques played in the analysis of the relationship between different variables. This paper is based on the results of previous studies related to personalized advertising and user purchase intention in new media. The paper also analyzes the relationship between consumer willingness to buy products and TPB in different contexts, focusing on how personalized advertising can play a role between them, whether such constructs can affect consumer willingness to buy in specific contexts, and whether they can play an effective regulatory role. This paper can make more people understand the value of personalized advertising, and the conclusions drawn can provide advice for the development of marketing work, make digital advertising strategies more effective, and play an effective role in stimulating consumers in the digital market.