Theory Of Reasoned Action Research Articles

Effect of Mobile Servicescape on Customer Engagement with Moderating Effect of Gender for Cab Booking Service

A current transition to the mobile services from the websites has gained research attention mainly in the area of mobile servicescape and its corresponding effects on the consumer responses. The customer engagement in a sharing economy, post-covid, needs to be deeply analysed by the managers, to better engage the customers. The area of mobile servicescape is under-researched especially in growing econimies like India. The current paper proposes a model to understand the effect of Mobile servicescape on customer engagement mediated through customer attitude by considering gender to be a moderating variable in cab booking service context. Theory of reasoned action (TRA) used to understand customer attitude and Technology Acceptance Model (TAM) to deduce customer engagment. The cab hailing service which is met by stiff competition from competitors and the unorganised sector needs thorough understanding of the customer attitude in order to increase their engagement. Gender used to play very active role in different service consumption context that managers should look into and design their servicescape accordingly. The study results would provide practical suggestions to the App based transport industry to promote customers’ engagement behaviors and brand loyalty by designing proper mobile apps based on customers’ mobile -servicescape preferences.

Influence of Parent-Adolescent Direct and Indirect Communication About Sexuality on Adolescents’ Early Sexual Activity

Communication between parents and adolescents is important, especially concerning sexuality because it affects adolescent’s identity formation and role taking. When parents give limited information to their adolescents about sex, the adolescents are unable to cope with socio-psychological and physiological changes that come up at puberty. Approximately 50% to 70% of adolescents are sexually active between the ages of 13 to 17 years and almost 90% by the age of 18 years. This early sexual activity puts adolescents at high risk for sexually transmitted diseases and unplanned pregnancies as they do not have sufficient information on sexuality. The purpose of the study was to establish the influence of parent-adolescent communication about sexuality on early sexual activity among Form Two students in Rongai Sub - County, Nakuru County, Kenya. The research was guided by the social learning theory and Theory of Reasoned Action (TRA). The study used descriptive survey research design. The study was conducted in Rongai Sub - County, Nakuru County. Rongai Sub- County has 65 secondary schools in four divisions with a total of 4,414 Form Two students. Proportionate, purposive, stratified and random sampling techniques were used to select participants. From a population of 4,414, a sample of 351 students participated in the study. Data were collected using questionnaires and Focus Group Discussion. Experts from the Department of Psychology, Counselling and Educational Foundations were consulted to assess the face validity of the instruments. The reliability was determined by conducting a pilot study in Secondary schools at Njoro Sub-County. The reliability of the questionnaires was estimated using Cronbach alpha reliability coefficient where any value above 0.70 was accepted. For this study, reliability coefficient test yielded an alpha value of 0.85, which was further triangulated using multiple sources of data on study phenomenon. Data were analyzed using descriptive statistics (Means, Percentages and Frequencies) and inferential (Chi square) statistics with the help of the latest statistical package for social sciences (SPSS) version 24.0. The findings indicated that majority of the adolescents (72%) 234 had received communication from their parents/guardians about early sexual activity while (28%) 76 had not received communication regarding early sexual activity. The findings of the study revealed that there existed a significant relationship between the parent communication and early sexual activity among the adolescent (r = 0.271, p=.000, p<0.05). The positive correlation between communication and sexual activity suggested that that the higher the parental communication and guidance and counseling the lesser the involvement on early sexual activity. This study found out that majority of parents used direct methods when communicating with their adolescents. This study established that most of the parent-adolescent communication on sexuality was based on physical changes, personal hygiene, abstinence, abortion, and saying “no” to forced sex. Majority (72%) 224 of the adolescent occasionally discussed early sexual matter with their parents thus many cases of early sexual activity, teenage pregnancy, and sexually transmitted infections. From the Focus group discussion, many parents expressed discomfort discussing sexual topics/activity with adolescents. Parents were protective of their girls than the boys when discussing issues on sexuality. These findings are expected to be useful in assisting all stakeholders to come up with intervention programs that may assist adolescents deal with early sexual activity in schools and society. Keywords: Adolescent, Parent, Indirect Communication, Sexuality, Early Sexual Activity DOI: 10.7176/JEP/13-20-01 Publication date: July 31 st 2022

Adoption of social commerce: An empirical analysis in the context of Pakistan

Businesses are utilizing social media extensively to increase the opportunities for traditional and online businesses. However, the driving factors affecting both consumers’ and proprietors’ behavior are not well investigated so far in the context of developing countries like Pakistan. Persuading extended social commerce technology acceptance model (TAM) theory and theory of reasoned action (TRA), this paper investigates behavioral intention to use social commerce. The quantitative exploratory research approach was applied to accomplish the explicit research aims and objectives using the survey data from 2019 respondent consumers/firms active in six metropolitan cities of Pakistan. The study findings indicate a significant positive influence on behavioral intention to adopt social commerce is appraised with a greater level of perceived ease of use, usefulness, social influence, and risk factors. In the conclusion, this paper discusses research implications and utilization of the most recent ICT advancements helping business people and investors develop new commerce procedures and processes.

Insights from Theory of Reason Action to Determine the Faculty Turn-Over Intentions in HEI’s of Southern Punjab: Mediating and Moderating Role of Perceived Organizational Justice and Organizational Climate

The act of bullying in Higher Education Institutes HEI,s is considered a neglected topic. The objective of this study was to analyze the impact of employee voice, innovate climate, workplace bullying on turnover intentions. Organizational justice was deemed to be a mediator while organizational climate a moderator. Data was collected from the employees of top universities of southern Punjab with a usable sample size of 289 respondents, both male and female. An online questionnaire by adopting simple random sampling was developed in consultation with experts to cover the objectives of the study. The collected data was analyzed through SPSS and Smart PLS. The results attained from the study revealed workplace bullying and innovative climate as major driving forces of turn-over intention. Moreover, perceived organizational justice does not mediate the relationship between workplace bullying, innovative climate, employee voice and turn-over Intention. While organizational climate significantly moderate between organizational justice and turn over intentions. Finally, the current study provides practical insights for practitioners, academic researchers as well as Higher Institutions to help reduce turnover due to bullying and increase a better diverse and effective environment in HEI’s of southern Punjab.

Predicting waste sorting intention of residents of Jiangsu Province, China

A crucial prerequisite for recycling, forming an integral part of municipal solid waste management is sorting valuable materials from municipal solid waste. China's waste sorting remains low, making it imperative to research waste sorting and provide scientific policy recommendations to promote waste sorting. China's low levels in waste sorting result from low household level participation. Therefore, this paper focuses on the influencing factors accounting for the intention to sort household waste using Jiangsu province of China as a case. The Theory of Reasoned Action (TRA) was extended with Guilt, Convenience, and Environmental concern. 412 valid responses were used in assessing the hypotheses through structural equation modeling. It was found that attitude and subjective norm cardinally influenced intention towards waste sorting. The study found that residents' concern for the environment, the guilt associated with their actions, and the convenience of sorting waste positively influenced their intention toward waste sorting. Guilt positively influenced attitude, while environmental concern influenced guilt and convenience positively. Guilt mediated environmental concern towards waste sorting intention. The study furnishes stakeholders with meaningful policy implications to promote maximum household waste sorting.

Attitude towards pharmaceutical promotional tools and its influence on physicians’ prescribing behaviour in Sudan

PurposeDue to the proliferation of generic medicines, pharmaceutical marketing has become increasingly competitive, and marketing executives are now focusing their attention on understanding the prescribing behaviour of physicians to enable them to devise marketing strategies that would put them at a superior business position relative to their competitors. Previous studies carried out either lack a sound theoretical foundation, or report contrasting results, making generalizations sketchy. Thus, a better understanding of attitude-prescribing axiom is needed. Underpinned by the theory of reasoned action (TRA), this study aims to empirically examine the factors that predict the prescribing behaviour of physicians.Design/methodology/approachA conceptual model was developed and tested on a sample of 355 respondents drawn from 76 private and 50 public hospitals in Sudan. The data set from the questionnaire survey included both general practitioners (N = 200) and specialists (N = 155). Primary data gathered were analysed using partial least squares structural equation modelling (PLS-SEM).FindingsThe findings reveal that the prescribing behaviour of physicians is positively influenced by the physician’s attitude towards direct marketing, personal selling, educational travel and public relations, but negatively influenced by gifts. Besides, the moderating effect of subjective norms showed no significant influence on the relationship between attitude and prescribing behaviour. However, gender seems to moderate the attitude towards health sector-related charity on prescribing behaviour and the attitude towards scientific conferences on prescribing behaviour.Research limitations/implicationsThe findings gathered from this study offers a significant contribution to the ongoing debate on the essential factors that influence the prescribing behaviour of physicians in the hospital setting.Originality/valueBy examining the essential factors that predict physicians’ prescribing behaviour, pharmaceutical companies can improve their understanding of physicians’ attitudes towards the pharmaceutical promotional tools. This is an aspect that is ill reflected in the literature.

The Influence of Corporate Boundary Personnel Guanxi and Organizational Loyalty on Opportunistic Intentions - Based on Theory of Reasoned Action Model.

To understand the mechanism of boundary personnel opportunistic behaviors in collaborative R&D projects to reduce the risk of companies suffering from opportunism in collaboration. This study is conducted based on the context of collaborative R&D in the equipment manufacturing industry in Northeast China. This research mainly explored the mechanism of boundary personnel opportunistic intentions. Drawing on the theory of reasoned action (TRA), this study investigated the relationship between boundary personnel Guanxi, organizational loyalty, opportunistic attitudes, subjective norms, and intentions. In addition, this research examined the moderating role of the degree of dependence on the collaborator. In total, 524 valid questionnaires were finally collected. The data analysis results suggested that Guanxi inhibits opportunistic attitudes and subjective norms. Organizational loyalty promotes opportunistic attitudes and subjective norms. Opportunistic attitudes and subjective norms positively predict intentions. Opportunistic attitudes mediate between organizational loyalty and opportunistic intentions. Opportunistic subjective norms mediate between Guanxi and opportunistic intentions. Opportunistic subjective norms also mediate between organizational loyalty and opportunistic intentions. Dependence on the collaborator positively moderates the relationship between opportunistic attitudes and intentions. Therefore, it can be argued that in collaborative R&D in the equipment manufacturing industry, the corporate could stimulate boundary personnel to build good Guanxi to eliminate opportunism. At the same time, companies should lead employees to show loyalty properly, which opportunism is not wise in collaborative R&D. Finally, enterprises should objectively understand and evaluate the dependence relationship between the two partners in collaborative R&D to adopt the right strategy.

The Influence of External and Internal Determinants on Generation Z’s Purchase Intention for Sport Shoes: A PLS-SEM Approach

Every business certainly strives to remain competitive and sustainable in an increasingly competitive global market. There is no exception for other industries including the global sports footwear industry to face the same thing. Realising the growing potential of Generation Z, who incline toward sustainable brands and willing to pay for branded product than any other generations, this study adopted Theory of Reasoned Action (TRA) as the fundamental theory to govern the proposed framework to investigate the effect of product brand, product price, product quality, endorsement, and promotion on purchase intention for sports shoes among Generation Z in Sarawak, Malaysia. A total of 184 respondents took part voluntary in this study. WarpPLS software was used to perform the partial least square - structural equation modelling (PLS-SEM) analysis to examine the relationship among the proposed variables. Interestingly, the findings revealed that product price, endorsement, and promotion have a positive and significant relationship with the purchase intention of sports shoes among Generation Z. Surprisingly, product brand and product quality were found to have no significant relationship with purchase intention. This study provides the basis for future researchers of the sports shoe sector to analyse the relationship between the constructs in other contexts.

Investigating factors Impacting Discord and Snapchat Use Behavior: Perspective from Swedish users

The purpose of this study is to investigate the factors impacting user attitudes towards renowned Discord and Snapchat communication applications based on the Reasoned Action Theory and the Theory of Planned Behavior. Following purposive sampling in the current study, 350 Snapchat and discord users were polled in a cross-sectional field survey. The partial least square structural equation modeling (PLS-SEM) technique is used to examine the proposed framework. The findings show that factors' i.e performance expectancy, effort expectancy, habit, peer influence, perceived enjoyment, and social isolation all have a significant impact on attitude toward communication applications and further impact on communication application use. There are a number of key policy insights outcomes and research directions as well as theoretical and practical ramifications for academics, mobile phone users, communication app developers, and business and digital learning scholars.

The Effect of the Consumer Arrogance on the Luxury Fashion Products Purchase Intention

When the development of the global luxury product market is examined, it is seen that despite the changes in economic conditions, the luxury product market volume continues to grow with increasing momentum. When the Turkish luxury products category is examined, the luxury goods category has had the most expansion. The growth of the luxury product market and the increasing demand for luxury products have increased the importance of analyzing the consumption behavior of consumers towards luxury products. Consumer behavior is affected by various factors, one of which is the arrogance factor addressed in our study. Arrogant consumers reflect their social status and superiority through consumption and are willing to buy luxury products. In this study, while examining the effect of consumer arrogance on the intention to buy luxury fashion items, The Theory of Reasoned Action (TRA) was used. A survey form was prepared in accordance with the purpose of the research and an online questionnaire was applied to 282 individuals living and consuming luxury in Turkey. The data obtained were tested through SEM (Structural Equation Model) and it was concluded that consumer arrogance influenced the intention to buy luxury fashion items.

FAKTOR-FAKTOR YANG MEMPENGARUHI PENGGUNAAN FINTECH LENDING PADA GENERASI MILENIAL

Loan-based fintech systems (fintech lending) allow users to apply for loans online and provide small loan interest, even some fintech lending frees users from loan interest. This study aims to obtain empirical evidence regarding the determinants of the use of fintech lending in the millennial generation amid the increasingly rapid development of digital technology-based information systems in various fields. This study uses a quantitative approach. The data used in this study is primary data, namely through a survey method to respondents who are millennials in the province of Bali with a total of 400 respondents spread across nine regencies/cities in the province of Bali obtained by purposive sampling technique. Furthermore, the data obtained were processed using the SEM-PLS statistical tool. The results show that the perceived benefits of fintech lending system users, economic benefits, transaction speed, and convenience have a positive effect on the use of fintech lending. Meanwhile, the perception of risk perceived by fintech lending users, financial risk, security risk, and operational risk has a negative effect on the use of fintech lending. The results of this study confirm the Theory of Reasoned Action (TRA) in terms of attitudes towards individual behavior on the influence of subjective norms and user acceptance of an information system that will affect individual interest in using information technology.

Intended use of educational technology after the COVID-19 pandemic

ABSTRACT Use of educational technology has escalated in recent times. This study surveyed teachers in the business school of a Canadian university after it quickly pivoted to online delivery of all classes after the initial jolt of the COVID-19 pandemic. The purpose of the survey was to investigate the antecedents of the teachers’ intention to use educational technology in the post-pandemic period. Consistent with the theory of reasoned action (TRA), attitude and subjective norm are both positively associated with respondents’ behavioural intention to use educational technology within the two years following the pandemic. The subjective norm construct positively influences respondents’ perceptions of the usefulness of the technology, indicating that respondents are influenced by their co-workers’ opinions and the communications transmitted by the institution. Technological complexity and perceived usefulness of the technology respectively negatively and positively impact attitude, indicating that teachers perform an internal cost-benefit analysis when contemplating using educational technology. Technological complexity can also be considered an opportunity cost as it negatively impacts perceived usefulness. Lastly, facilitating conditions negatively impact technological complexity, indicating that supportive resources are important. These results should be of interest to university policymakers seeking to increase the use of educational technology.

Key predictors of COVID-19 vaccine hesitancy in Malaysia: An integrated framework.

BackgroundAs the vaccination drive against the coronavirus disease (COVID-19) in Malaysia progresses rapidly, the main challenge will gradually shift from procuring and distributing vaccines to ensuring the broadest possible acceptance among all population segments. Therefore, this study used the integrated framework of the health belief model (HBM) and the theory of reasoned action (TRA) to investigate the predictors of intention to receive COVID-19 vaccines in Malaysia.MethodologyA market research company in Malaysia was engaged to collect data during June 11–20, 2021 using self-administered questionnaires via its online panel, ensuring a nationwide random sample of 804 respondents. A logistic regression was subsequently estimated to determine the significant predictors of vaccination intention.ResultsThe predictors that significantly affect COVID-19 vaccine hesitancy in Malaysia are age, susceptibility, religious beliefs, attitude, subjective norms, and trust in the vaccine. In particular, those who are more inclined to get vaccinated are older individuals, have a higher perceived risk of infection and social pressure to get vaccinated, have a positive attitude, and have high levels of trust in the vaccine. Individuals’ who perceive that their religious beliefs are against vaccination are more likely to exhibit uncertainty toward it.ConclusionThis study showed that although a large proportion of respondents indicated that they were willing to be vaccinated against COVID-19, there are concerns about religious barriers and trust in the vaccine that the relevant stakeholders should address. Campaigns should also focus on shaping the nation’s attitude toward COVID-19 vaccines, in parallel with encouraging people to use their social influence in helping those in their close circle who are unsure of vaccination to cross the line. These measures will prove to be pertinent as the nation begins to administer booster vaccines to tackle the waning effects of COVID-19 vaccines.

The Theory of Reasoned Action as a predictor of environmental behavior: A cross-cultural comparison between college students from Texas, Louisiana, and Honduras

ABSTRACT Environmental and ecological degradation has raised concerns worldwide. Negative attitudes toward the environment plus disinterest have led to improper behavior, influencing climate change and global warming. Awareness could have a positive environmental impact by influencing attitudes and behaviors. One way to generate awareness and ensure positive behavior is through education. Using the Theory of Reasoned Action (TRA), a 33-questions survey was implemented to college students from Texas, Louisiana, and Honduras to (1) compare students’ environmental attitudes, behaviors, and subjective norms at the three universities; and (2) predict how much of the undergraduate students’ environmental behavior variance could be explained by their environmental attitude, subjective norms, and perceived environmental knowledge. Multivariate analysis of variance and hierarchical regressions were performed to address the objectives, respectively. Results showed that Honduras and Louisiana students’ environmental attitudes, behavior, and subjective norms are significantly different than Texas students, and TRA variables increased the prediction of behavior variance by 15%. Understanding interactions between behavior, attitude, knowledge, and subjective norms among college students from different universities may help assess environmental interventions and design successful programs based on group needs.

Investigating residents’ support for Muslim tourism: the application of IGSCA-SEM and fsQCA

ABSTRACT This study investigates residents’ intention to support Muslim tourism (ITSMT) through the lens of residents of non-Islamic countries. By integrating the Social Exchange Theory (SET), Emotional Solidarity Framework (ESF) and the Theory of Reasoned Action (TRA), our findings confirmed that welcoming nature was the most salient factor to attenuate the negative effect of perceived risk from Islamophobia by South Korean and Americans residents. The fuzzy set Qualitative Comparative Analysis (fsQCA) suggested the three different configurations that can explain the formation of residents’ intentions. fsQCA also validated the importance of incorporating ESF, SET and TRA into a unified framework.

Integration of the Theory of Reasoned Action (TRA) on Hotel Room Repurchase Intention using Online Hotel Room Booking Applications

Objective: The business-to-consumer (B2C) e-commerce or online shopping market is growing rapidly and has become one of the most exciting developments in e-commerce. The purpose of this study is to examine the effect of perceived ease of use, service quality, customer trust on the mediating role of customer satisfaction on perceived ease of use of online hotel room booking applications on repurchase intention. Design/Methods/Approach: The research sample size is 183 respondents who used the RedDoorz application at Indonesian hotel locations. Data are collected by distributing online questionnaires using a Likert scale point 1 to 5. The data analysis technique is carried out using the Structural Equation Modeling (SEM) method. Findings: The results of this study indicate that customer satisfaction as a mediator has a positive but not significant effect on service quality. The results of this study also show that partial customer satisfaction has a significant influence on the repurchase intention. Originality: This study shows that the use of theory of reasoned action to explain the customer satisfaction variable as a mediation can be done by predicting the repurchase intention of consumers in online hotel room booking applications. Practical/Policy implication: The managerial implications of this research can be considered for business stakeholders to ensure service quality, user convenience, and customer trust so that customers feel satisfied and can order again.

No jab, no international travel? Linking TRA, mass media, motivation, and experience

Despite mixed emotions about COVID-19 vaccination as a precondition for international travel, COVID-19 vaccination is being advocated as one of the instruments that could facilitate safe free movement during the COVID-19 pandemic. Accordingly, the purpose of the present research is to distinguish the underlying mechanisms that could predict individuals’ intentions to take the COVID-19 vaccine as a precondition for international travel. The conceptual framework was built on the extended theory of reasoned action (TRA), which incorporates mass media coverage, travel motivations, and previous travel experience. An online purposive sampling technique was utilized in this study, and 1188 responses were collected. Subsequently, structural equation modeling was utilized to test the proposed model. The originality of the present study lies with unraveling the mechanisms that affect the intention to take the COVID-19 vaccine as a precondition for international travel. In addition, the discussions are presented in subsequent sections of the paper.

Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh

This research study aims to achieve a developing country’s sustainable development in the clothing industry by exploring consumer behavior to a willingness to purchase organic cotton clothing (OCC) and apparel retailers’ responsibilities. Organic cotton clothing development in the fashion industry could play an important role in textile and environmental pollution and create new business opportunities for green clothes. Survey data was collected from top cities in Bangladesh, and 303 useable responses were collected (81.5% male and 18.5% female). In our survey, 60.7% of the participant was employed. This research model was inspired by the Theory of Reasoned Action (TRA) and added some new variable that influences purchase willingness under OCC fashion in developing countries like Bangladesh. The findings of this study stated that consumer environmental concerns and consumer attitudes positively impact the OCC purchase willingness of Bangladeshi consumers. Also, the authenticity and fashionable of OCC products have a significant impact on Bangladeshi consumer purchase intention. Product Performance found an indirect effect on Bangladeshi consumers’ intention. Furthermore, this study will find that the Bangladeshi market is already very aware of the sustainability movement and concerned about environmental issues. Retailers should focus more on environmental awareness of OCC textile and authentic OCC items. Also, this study will update previous research findings on consumer attitudes toward OCC fashion in the Bangladesh market.

The Role of Knowledge, Emotion, and Intention in Influencing Students’ Behaviors During COVID-19 Pandemic

This study aims to investigate the influence of students’ knowledge, attitude, and behavioral intention on their behaviors during the COVID-19 pandemic. A survey study was designed using an online questionnaire involving 653 respondents from the first to final-year students at a Malaysian university. A CACQ-COV instrument was designed based on the Theory of Reasoned Action (TRA) model, comprising 67 items in four constructs: students’ knowledge of the current pandemic, emotional engagement, behavioral intention, and behavioral action. The results show that the students learn most about the COVID-19 pandemic from the media and the internet platform; more than 50% of the students rated the television broadcast as the most trusted media. The mean scores of the students’ knowledge about COVID-19 facts and symptoms; emotion, intention, and action are at high levels. In addition, knowledge, emotion, and behavioral intention have significantly influenced the students’ behaviors and actions; it is noted that emotion has the greatest influence compared with knowledge and behavioral intention. The implication is that television broadcast should be the primary choice of media for carrying out future mass campaigns, in preference to social media, especially for announcing urgent matters and disseminating information related to the current issues.

Consumers’ intention to participate in food safety risk communication: A model integrating protection motivation theory and the theory of reasoned action

Food safety risk communication aims to enhance stakeholders' understanding of the assessment and management of food safety hazards and allows people to make informed judgements about food production and consumption. To analyse consumers' intention to participate in food safety risk communication, this paper develops an integrated model that combines the protection motivation theory with the reasoned action theory. Structural equation modeling with the partial least squares technique is used to test the theoretical model. Data were collected from 676 valid online survey responses from randomly selected consumers in northeast China. The results indicated that attitude is a key factor mediating the relationships between perceived severity, response efficacy, self-efficacy, and consumers’ intention to participate in food risk communication.