Higher Subjective Norm Research Articles

Consumption-related social media peer communication and online shopping intention among Gen Z consumers: A moderated-serial mediation model

Despite scholars' efforts to examine the impact of consumption-related social media peer communication (SMPC) on consumer behaviors in recent decades, no evidence has been collected to shed light on how SMPC motivates Gen Z consumers' online shopping intentions (OSI). Therefore, this study investigates the relationship between Gen Z consumers’ SMPC and their OSI in the Vietnamese e-commerce environment. Based on the stimulus-organism-response theory, this study examined a moderated serial-mediation model in which SMPC was related to OSI via perceived brand quality (PBQ) and brand preference (BP). Additionally, this study tested whether higher subjective norms (SN) could substantialize these potential relationships for Gen Z consumers. Data from 280 Gen Z Vietnamese were analyzed using the PLS-SEM technique and path analysis with SmartPLS v. 4.0.8.5 software. The results showed that with Gen Z consumers, (1) SMPC was related to higher OSI (a) directly and (b) indirectly via both sequential and serial mediations of PBQ and BP; (2) the positive indirect effects of SMPC on OSI via the sequential and serial mediation of PBQ and BP increased as SN increased. Together, these findings extend the current literature and provide several implications for businesses.

Application of the theory of planned behaviour for predicting the determinants of workplace violence reporting behaviour among public hospital healthcare workers in Malaysia: A cross-sectional study.

Reporting workplace violence (WPV) is a crucial preventive measure. Given the great impact of WPV on mental health and well-being, this study aimed to determine the prevalence and determinants of WPV reporting among healthcare workers (HCWs). A total of 557 public hospital HCWs in Melaka were recruited via probability sampling. A questionnaire guided by the theory of planned behaviour was developed, pre-tested and distributed. Malaysians with a minimum employment period of 12 months who experienced WPV within the same period in the selected public hospitals were eligible for inclusion. Multiple logistic regression analysis was conducted to determine the association between the independent variables and WPV reporting. Psychological violence was the most common WPV (80.3%), with only 177 (31.8%) respondents reporting such. The respondents who had high subjective norm (adjusted odds ratio [AOR]=2.160, 95% confidence interval [CI]=1.32-3.53) and perceived behavioural control scores (AOR=3.976, 95% CI=2.41-6.55); were clinical (AOR=2.679, 95% CI=1.43-5.02) and non-clinical (AOR=4.271, 95% CI=2.23-8.18) support staff; experienced physical WPV (AOR=13.157, 95% CI=3.83-45.24) and both physical and psychological WPV (AOR=2.029, 95% CI= 1.13-3.65); and perceived that WPV was intentional (AOR=11.111, 95% CI=6.50-19.00) were more likely to report WPV. HCWs who experience physical WPV have the highest likelihood to report, followed by those who perceive WPV as intentional. The prevalence of reported WPV among public hospital HCWs is low, potentially underestimating its true occurrence owing to underreporting. Ensuring readily available reporting mechanisms for WPV, especially the psychological type, is crucial for HCWs.

Intention to Undergo Clinical Breast Examination and Its Associated Factors among Women Attending Rural Primary Healthcare Facilities in South Central Ethiopia

Background: Breast cancer is a global public health problem with higher mortality in developing countries. The Ethiopian National Cancer Control Plan recommends clinical breast examination (CBE) for all women aged >18 years. However, there is low breast examination practice in Ethiopia. Therefore, this study aimed to describe level of intention to undergo CBE and associated factors among women visited selected rural healthcare facilities in south central Ethiopia using Theory of Planned Behavior (TPB). Methods: This study used facility-based cross-sectional study design. A total of 420 women participated in this study. Interviewer-administered structured questionnaire was adopted from previously published research works and Ajzen’s TPB manual. Statistical Package for Social Sciences (SPSS), version 27, was used for analysis. Binary logistic regression model was used to determine factors associated with intention to undergo CBE. Results: In this study, nine out of ten women had never had CBE. Mean score for intention to undergo CBE was 12.55 (SD ± 3.22; min 5, max 20). Intention to undergo CBE was negatively associated with being in the second and middle wealth quantiles compared to the highest wealth quantile, and with the spouse not being able to read or write compared to having attended formal education. Positive attitude and higher subjective norm had relevant association with intention to undergo CBE. Conclusion: The high score for intention to undergo CBE should encourage primary healthcare facilities to offer CBE. Behavioral change communication interventions could address women’s attitude, subjective norm, and spouse’s education associated with intention to undergo CBE.

Responding to customers while driving: Predictors of intention to text among motorcycle-based ride-hailing drivers

Although motorcycle-based ride-hailing (MBRH) has become more popular and in high demand in the last decades, especially in developing countries, their safety remains questionable due to drivers’ behavior in using smartphones to communicate with customers while driving. This study, therefore, aimed to investigate the influence of socio-demographics, working history, theory of planned behavior (TPB) variables, and risk perceptions on MBRH drivers’ intentions to use smartphones to read and text while driving in three varying traffic conditions. A number of 497 MBRH drivers in Yogyakarta, Indonesia, were sampled using both a convenience and a random sampling method. The findings revealed that younger MBRH drivers had more positive attitudes and had higher subjective norms and total control over this behavior, resulting in higher texting while driving intention. The empirical results also showed significant associations between TPB variables and intention, in which attitudes was found to be the strongest predictor of intention to text while driving. In addition to the TPB variables, the perceived risk of accidents was a significant predictor of intentions to text while driving in smooth and congested traffic, while risk perception of being apprehended by the police becomes a determinant of intention to text while stopping at signalized intersections. In order to minimize texting while driving intention, the study underscores the necessity for strategies that target attitude change and risk perception improvement.

Factors Impacting COVID-19 Vaccine Hesitancy and Resistance Among College Students in Northwest Ohio

Background: Vaccination is a critical strategy for controlling the transmission of COVID-19 and for returning to normalcy on college campuses; however, vaccine hesitancy and resistance persist as a significant barrier. This study utilized the integrated behavior model (IBM) and the precaution adoption process model (PAPM) to identify factors predictive of COVID-19 vaccine willingness (receptive, hesitant, and resistant) among college students. Methods: A sample of 1248 students at 2 universities in northwest Ohio were surveyed online in 2021. Stata/SE, version 17 (StataCorp) software was used to conduct stepwise logistic regression to investigate the association of theoretical constructs with vaccine willingness, after controlling for COVID-19 related factors and sociodemographic factors. Results: Most students (82.5%) were vaccine receptive, 6.9% were vaccine hesitant, and 10.6% were vaccine resistant. Vaccine hesitancy was higher among students aged 18 to 22 years (9.3%), undergraduates (16.5%), and students who identified as Black (13%) or Middle Eastern (14.3%). Lower vaccine hesitance was significantly predicted by IBM constructs of positive attitudes, high self-efficacy, and high salience. Not getting an influenza vaccine in the past 3 years and viewing vaccination as a personal choice were significantly associated with higher vaccine hesitancy. Lower odds of vaccine resistance were predicted by higher subjective norms. Descriptive norms, not getting an influenza vaccine in the past 3 years, agreeing with conspiracies, and viewing vaccination as a personal choice were strongly predictive of higher vaccine resistance. Conclusion: Identifying the factors that predict vaccine hesitancy and resistance among college students is critical for college administrators, and for those who are designing health communication campaigns, to increase vaccination among this priority population.

Predictors of Women’s Intentions to Communicate Updated Genetic Test Results to Immediate and Extended Family Members

Introduction: Many individuals who previously received negative genetic test results are eligible for updated testing. This study examined intention to communicate updated genetic test results to relatives in participants who previously received negative genetic test results. Methods: Women with a personal or family history of breast or ovarian cancer who tested negative for BRCA1/2 before 2013 were enrolled between April 2018 and October 2019. Proportions were calculated to assess intention to communicate updated genetic test results to living immediate family, extended family, and all family. Potential predictors of intentions from the theory of planned behavior (attitudes, subjective norms, perceived behavioral control) were assessed. The three outcomes were analyzed using generalized linear models with a quasi-binomial probability distribution. Results: 110 women completed the baseline assessment prior to updated testing. Participants intended to communicate genetic test results to 90% of immediate family, 51% of extended family, and 66% of all living relatives. Participants with higher subjective norms (aOR = 1.93, 95% CI: 1.08–3.57) had higher intentions to communicate genetic test results to extended family, while participants with more positive attitudes (aOR = 1.27, 95% CI: 1.01–1.60) had higher intentions to communicate to all family. Placing higher importance on genetic information was associated with higher intentions to communicate to immediate family (aOR = 1.40, 95% CI: 1.06–1.83). Lower subjective numeracy was associated with higher intentions to communicate to extended family (aOR = 0.50, 95% CI: 0.32–0.76). Conclusion: Attitudes and subjective norms were predictors of intention to communicate updated genetic information to at-risk biological relatives, and predictors may vary by degree of relationship.

Intention and Attitude to Accept a Pertussis Cocooning Vaccination among Chinese Children’s Guardians: A Cross-Sectional Survey

to assess Chinese children's guardians' intentions and attitudes toward accepting a pertussis cocooning vaccination and its determinants. a self-administered questionnaire was designed based on a theoretical framework that originated mainly from the reasoned action approach. Associations between questionnaire variables and outcomes were assessed using univariate and multivariate analyses with odds ratios (OR), regression coefficients (β), and their 95% confidence intervals (CIs). among 762 eligible participants, most (80.71%) reported a positive intention to accept a pertussis cocooning vaccination. The guardians' positive intention was related to the children's pertussis vaccination experience (OR = 2.483, 95% CI: 1.340-4.600). Guardians who had a positive attitude towards pertussis vaccination (OR = 1.554, 95% CI: 1.053-2.296), higher subjective norms (OR = 1.960, 95% CI: 1.371-2.802) and better perceived behavioral control (OR = 7.482, 95% CI: 4.829-11.591) stated a higher intention to receive a pertussis cocooning vaccination. The mean attitude score was 3.88 ± 0.863. Greater risk perception about pertussis (β = 0.390, 95% CI: 0.298-0.483), stronger obligation from moral norms (β = 0.355, 95% CI: 0.279-0.430), and good knowledge (β = 0.108, 95% CI: 0.070-0.146) were significantly related to positive attitude toward pertussis cocooning vaccination among guardians. Chinese children's guardians held positive intentions and attitudes toward accepting a pertussis cocooning vaccination. The current findings described the determinants of such intention and attitude and provided knowledge based on improving guardians' intentions for policymakers if cocooning vaccinations or related immunization strategies are implemented in China in the future.

보건계열 대학생의 코로나19 지식, 주관적 규범, 회복탄력성이 예방행태에 미치는 영향

Objectives: This study was to investigate factors influencing preventive behavior against COVID-19 in Health college students. Methods: This study were convenience sampling of 165 students in Health College Students departments at Jeollado and Gwangju Metropolitan City area. Results: Factors affecting COVID-19 Preventive behavior were subjective norms and resilience. The higher subjective norms and resilience, the higher COVID-19 preventive behavior. Conclusions: In order to increase the preventive health behavior of students, it is necessary to provide health education to raise the knowledge level of COVID-19 and to provide health training programs to strengthen subjective norms and resilience.

Understanding Combined Health and Business Risk Behaviour: Small Tourism Firm Owners Reopening Amid COVID-19 in Pingyao, China.

This study explores the psychological factors affecting small tourism firm (STF) owners’ decision making about reopening businesses in the midst of COVID-19 based on protection motivation theory and the theory of planned behaviour. The data were collected from a sample of 300 STFs in the Ancient City of Pingyao when the lockdown policy was lifted in China. A symmetric approach, i.e., partial least squares structural equation modelling (PLS–SEM), and an asymmetric model, i.e., a fuzzy set/qualitative comparative analysis (fsQCA), were used to analyse the net effect of the psychological determinants and correlations between the variables leading to high and low behavioural intentions to reopen businesses. The results indicate that social norms and perceived business uncertainty were the critical factors influencing the intention to reopen. The pathway (low perceived risk of infection, low perceived business uncertainty, high reward, high response efficacy, high self-efficacy, high attitude, and high subjective norm) was only one configuration for a high intention to reopen. The study results are discussed based on dual-process theory, and practical implications are offered to guide STF recovery amid COVID-19.

Drivers and barriers for sustainable fashion consumption in Spain: a comparison between sustainable and non-sustainable consumers

ABSTRACT This research identifies and portrays the under-researched segment of sustainable fashion consumers, drawing a comparison with the average consumers in Spain, and defines the drivers and barriers for sustainable fashion consumption, further contributing to the attitude-behaviour gap literature. Based on a sample of 1,063 respondents and 23 focus group participants, and following the Theory of Planned Behaviour, the results indicate that lack of trust in fashion companies and their sustainable statements is the main reason preventing consumers from buying sustainable products or doing it more often, followed by higher prices. It appears that the more sustainably conscious consumers are, the less they buy brand-new, preferring alternatives such as second-hand (mainly) and renting. Sustainable fashion consumers demonstrate greater fashion consciousness, environmental concern, perceived consumer effectiveness, and a higher subjective norm than average consumers. Conversely, price is still a critical purchasing driver for the average consumer.

Long-term effect of mobile phone-based education and influencing factors of willingness to receive HPV vaccination among female freshmen in Shanxi Province, China

ABSTRACT Background This study was conducted to characterize the long-term effect of mobile-based education on Chinese female freshmen and disclose the possible predictors of their willingness to get vaccinated based on the information-motivation-behavioral skills (IMB) model. Methods We randomly assigned 509 participants to a 7-day mobile-based educational intervention or control group and collected information about general information, health, and sexual behavior, HPV vaccination intention and action, HPV-related knowledge, cognition, and behavioral skill by an online self-administrated questionnaire at baseline, post-intervention, and at the 1-month and 3-month follow-ups. Results The intervention arm showed an improvement in IMB scores after education. Despite the persistent improvement in knowledge, the improvement in their motivation and behavioral skills decreased at the 1-month and 3-month follow-ups. Participants’ vaccination willingness was elevated after the baseline survey in both the intervention and control groups, while the overall appointment/vaccination rate was only 3.73% 3 months later. The intention to get vaccinated was associated with knowing HPV (adjusted OR: 2.37, 95% CI: 1.44 – 3.89), perceiving more barriers (adjusted OR: 2.16, 95% CI: 1.44 – 3.25), higher subjective norms (adjusted OR: 2.05, 95% CI: 1.26 – 3.32), and having more behavioral skills (adjusted OR: 2.95, 95% CI: 1.79 – 4.87). Conclusion Seven-day mobile-based education was effective to increase IMB model scores among female freshmen. However, the improvement in motivation and behavioral skills was not persistent. Information, perceived barriers, subjective norms, and behavioral skills were discovered to be influencing factors of vaccination intention. Future research with longer, more convenient, and more tailored education to the main influencing factors is warranted.

Factor Affecting Determinants of the Theory of Reasoned Action on Green Entrepreneurship Intention

Green entrepreneurship is attempting to play a vastly increased role in protecting the environment through sustainable development. This study's main objective is to construct a hypothesis model of green entrepreneurship intention with their three main determinants, "attitude, subjective norm and institutional support" of university graduates, based on the theory of reasoned action. In order to achieve this, a researcher used the structural equation model for the statistical measurement to study the theoretical model based on 513 students of universities from two selected universities in Pakistan. The statistical outcomes revealed that green entrepreneurial intention directly affects attitude, subjective norm and educational support by the educational institute. While Green awareness helps to strengthen the green entrepreneurial = the green entrepreneurial intention. More significantly, creative entrepreneurs with high institutional support, self-attitude and subjective norm are more likely to participate in green recognition. Consequently, this strategy endorses the intention of students towards green entrepreneurship. On the other hand, creative entrepreneurs with low green self-identity are more likely to get involved in green disengagement, which prevents green entrepreneurial intention. Finally, we explore the theoretical and practical consequences of our findings for entrepreneurial and green entrepreneurship practices.

Knowledge, Training Status and Willingness to Implement Cardiopulmonary Resuscitation of Medical University Students in Chongqing, China

Timely bystander Cardiopulmonary Resuscitation (CPR) is key to improving survival from out-of-hospital cardiac arrest. Medical university students are potential bystander CPR providers. This study aimed to identify the current level of CPR knowledge, the present status of training and factors affecting the willingness to perform CPR among medical university students in Chongqing, China. Random sampling method was used and a total of 1159 medical university students were included in this study. A self-administered structured questionnaire was used, which included: Demographic characteristics, basic CPR knowledge, CPR training experience, variables of the Theory of Planned Behavior and willingness to implement CPR. The data were analyzed using x2 test and multivariate logistic regression analysis. The respondents' mean CPR knowledge score was 3.19±1.81 (total of 6 points). Forty-eight point one percent of the respondents had received CPR training and 85.2% said they were willing to participate in CPR training. In case of cardiac arrest, 49.9% of respondents were willing to perform CPR. It was found that respondents with CPR training experience, high CPR knowledge level, high Subjective Norm (SN) scores, high Attitude towards the Behavior (AB) scores and high Perceived Behavioral Control (PBC) scores were more willing to perform CPR. It is necessary to incorporate CPR courses into medical universities' compulsory curriculum to increase the willingness to implement CPR.

비건 패션제품 구매의도 결정요인: 수정된 계획행동모델의 적용

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

Inconsistent Condom Use Among Male University Students in Northern Thailand.

University students are at increased risk of HIV infection, but little is known about the determinants of inconsistent condom use among them. The study aims to assess the association of sociodemographic, individual, dyadic, and social factors with inconsistent condom use among male university students. Of 1091 participants, 67.0% had sexual intercourse, though 64.4% had inconsistent condom use. It was found that "did not use a condom at first sexual intercourse" (adjusted odds ratio [AOR] 6.1; CI, 3.7-10.1), "history of STIs" (AOR, 2.1; CI, 1.0-4.2), low "self-efficacy" (AOR, 2.4; CI, 1.3-4.7), "perception that condom use reduces pleasure" (AOR, 1.4; CI, 1.0-2.1), and "high subjective norm" (AOR, 1.9; CI, 1.3-2.8) were associated with increased odds of inconsistent condom use. Condom use should be promoted from the onset of sexual activity to establish a habit of safe sex practices and for improvement in self-efficacy of condom use. Emphasis must be laid on pleasure-enhancing benefits of condom use and changing social norms.

The Role of Social-Cognitive and Emotional Factors on Exclusive Breastfeeding Duration.

Previous research has suggested that exclusive breastfeeding is likely to be predicted by social-cognitive variables and fear. However, there is little research assessing the role of regret and self-conscious emotions (e.g., pride and guilt) in promoting exclusive breastfeeding. Research aim: The primary aim of this research was to determine whether social-cognitive variables, fear, regret, and self-conscious emotions predict exclusive breastfeeding duration. The secondary aim of this research was to assess whether these factors predict infant-feeding choice (i.e., exclusively breastfed, combination fed, or generally formula fed). In this nonexperimental one-group self-report survey, 375 mothers rated social-cognitive variables toward breastfeeding (attitude, subjective norm, perceived control, and self-efficacy), their fear toward inadequate nutrition from breastfeeding and breastfeeding damaging their physical appearance, and the extent to which mothers may feel pride toward breastfeeding and negative self-conscious emotions (guilt and shame) and regret for not breastfeeding their infant. Exclusive breastfeeding duration was positively predicted by self-efficacy, pride, and regret but negatively predicted by the fear toward inadequate nutrition. We also found that in contrast with exclusive breastfeeding, generally formula feeding an infant was associated with lower self-efficacy, pride, and regret but higher subjective norm and fear toward inadequate nutrition through breastfeeding. The authors argue that it is important to consider the role of self-conscious emotions and regret on exclusive breastfeeding.

Taiwanese Preservice Teachers’ Science, Technology, Engineering, and Mathematics Teaching Intention

This study applies the theory of planned behavior as a basis for exploring the impact of knowledge, values, subjective norms, perceived behavioral controls, and attitudes on the behavioral intention toward science, technology, engineering, and mathematics (STEM) education among Taiwanese preservice science teachers. Questionnaires (N = 139) collected information on the behavioral intention of preservice science teachers engaging in STEM education. Data were analyzed using descriptive statistics, path analysis, and analysis of variance. Results revealed that, in terms of direct effects, higher perceived behavioral control and subjective norms were associated with stronger STEM teaching intention. More positive attitude and greater knowledge were indirectly associated with higher subjective norms and perceived behavioral control, which resulted in stronger STEM teaching intention. Additionally, gender did not affect preservice teachers’ intention to adopt STEM teaching approaches. However, preservice teachers whose specialization was in different fields tended to influence their knowledge and perceived behavioral control; these issues require further investigation.

Purchase Intention of Counterfeit Products: The Role of Subjective Norm

The purpose of the research is to test the purchase intention difference based on the subjective norm role and relationship of subjective norms. The research was done by testing the purchase intention difference when the subjective norm role was high and when the subjective norm was low. The sample in this research was the executive women that had knowledge about counterfeit bags. The respondents who were successful to be collected in the research were 86 executive women respondents in Yogyakarta-Indonesia. The data analysis in this research uses the difference testing helped by Analysis of Variance. The data analysis results show that there is the purchase intention difference based on the highness and the lowness of the subjective norm role of the consumers to use the counterfeit products. There are positive corellation between subjective norm and purchase intention. Consumers with the high subjective norm role have the low intention to buy and consumers with the low subjective norm role have the high intention to buy.

Using the theory of planned behaviour to develop targets for interventions to enhance patient communication during pharmacy consultations for non-prescription medicines

To identify modifiable factors that influence patients' information-giving behaviour about their health during consultations with pharmacy staff. A theory of planned behaviour questionnaire was posted to 3000 individuals randomly selected from the Scottish Electoral Register. The 927 respondents confirmed a low rate of disclosure of information about their health to pharmacy staff during their last pharmacy visit. Individuals who intended to give information about their health during pharmacy consultations were more likely to do so. Those who intended to give information during consultations had higher subjective norms than those who did not (i.e. intentions were associated with beliefs that people who were important to them, e.g. family members, doctors, thought they should give information during these consultations). Control beliefs, e.g. 'I am confident that I will give information if I have received good advice in the past', and behavioural beliefs, e.g. 'If I give information I will be sold an appropriate medicine', were not associated with intention or behaviour. Future interventions to promote relevant communication between patients and pharmacy staff should target patients' subjective norms rather than control beliefs or behavioural beliefs.

The effect of environmental concern and scepticism on green purchase behaviour

PurposeThe aims of the study are: to compare the environmental concern and scepticism levels of the participants and whether or not they display green purchase behaviour; to investigate the influence of environmental concern and scepticism on green purchase behaviour by utilizing the Theory of Planned Behaviour.Design/methodology/approachThe data were collected from participant and non‐participant customers of the e‐invoicing program of Turk Telecom. Customers were clustered into four groups according to their environmental concerns and scepticism levels.FindingsResearch results show that those customers who have a high level of environmental concern and less sceptical reflect a positive attitude, have a high positive subjective norm and perceived behavioural control that motivates them to have stronger intentions to become e‐invoice subscribers in the near future.Originality/valueThe results found in the paper provide clear evidence supporting the Theory of Planned Behaviour in Turkey. Moreover, while most previous studies have employed undergraduate samples which are not representative of common customers, the present study employed a large and real customer sample which strongly represents customers in general.