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This study aims to explore the role of habit strength in explaining intention and open access (OA) and non-OA scholarly publishing.

A decomposed theory of planned behaviour (TPB) is used as the conceptual framework to investigate a sample of 1,588 researchers from the major universities in Norway. Different latent construct models are analysed with a structural equation modelling approach.

The results show that the effect of habit was non-significant in an extended TPB framework where attitude was most important, followed by norms and perceived behavioural control in explaining intention to submit OA. Habit was only found to have a significant impact on intention to submit OA when it played a role as a full mediator for the effects of the intentional antecedents. In this modified model, norms were found to have a stronger effect than attitudes in explaining the habit to submit OA. OA habit strength forms intentions to publish in OA journals and reduces the intention to publish and publishing behaviour in NOA journals.

Other individual forces (e.g. personality and personal values) and the role of habit strength should be included for future research.

The results provide empirical insights to management, policy makers and research on scholarly publishing.

This paper contributes not only to the understanding of OA scholarly publishing, but is also relevant for research on what drives (academic) data sharing, knowledge sharing, the sharing economy or the open source movement.

The purpose of this paper is to understand how attitudes, norms (injunctive and descriptive) and perceived behavioral control (PBC) (capacity and autonomy) influence the intention to publish open access (OA), and how personal innovativeness in information technology affects attitude and PBC.

This study employs an integrated and extended theory of planned behavior (TPB) framework within a cross-sectional survey design. The sample consists of researchers at a Norwegian university, and data are collected digitally via e-mail invitation and analyzed using structural equation modeling.

This study determines that attitude is the strongest predictor of the intention to publish OA, followed by injunctive and descriptive social norms, and PBC capacity and autonomy. All factors positively influence intention apart from PBC autonomy, which has a negative effect.

Potential limitations include: a relatively small sample size, self-reported data and employing intention, not behavior, as the ultimate dependent variable.

This research contributes with a deeper understanding of what drives the intention to publish OA research articles, and how innovativeness affects attitudes and PBC autonomy. Support is found for an extended TPB model with decomposed normative and PBC components. This knowledge is essential in creating an impetus for systematic research on OA publishing behavior.

Theory-driven research into understanding OA publishing behavior is rare. Decomposing the normative and PBC constructs is uncommon in TPB research, and a novel approach in OA research. Personal innovativeness has not been explored previously in relation to OA publishing.