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IT security breaches plague organizations worldwide, yet there continues to be a paucity of comprehensive research models for protective technologies. This study aims to develop an IT security user behavior model focusing on the protective technology anti-spyware which includes organizational climate, a theory of planned behavior (TPB) background variable and elicited salient user beliefs.

A multimethod approach, including interviews and a survey, is used to elicit salient user beliefs and test hypotheses of the influences of perceived IT security climate on those user beliefs and ultimately user behavioral intentions. Primary data were collected through interviews following the prescribed TPB methodology and an offline survey method with 254 valid responses recorded. Partial least squares was used to investigate the hypotheses.

The authors found that attitudinal beliefs – protecting organizational interests for data/privacy, preventing disruptions to work and control beliefs – monetary resources and time constraints mediate significant relationships between IT security climate and attitude and perceived behavioral control, respectively. Implications are discussed.

This study is the first, to the best of the authors’ knowledge, that uses both interviews and a survey to examine the relationships among IT security climate, elicited user beliefs and behavioral intentions in a TPB-based model for a protective technology.

UK sales of olive oil increased by 15 per cent in real terms between 1986 and 1992. As part of a programme of research investigating the diffusion of the Mediterranean diet in the UK, investigates the reasons behind this rapid acceptance of olive oil in British kitchens through a study of consumers′ attitudes and behaviour regarding its culinary use. The study was designed to establish the salient attitudinal and normative beliefs which consumers associate with olive oil in order to assess the value of those beliefs as predictors of behaviour in respect of olive oil usage. Perceived control was found not to be relevant at an early stage in the study, therefore, the theory of reasoned action (as opposed to planned behaviour) was used as the methodological base. Data were collected by means of a questionnaire completed by 151 subjects. Attitudinal beliefs, especially those concerning flavour enhancement, were found to be important predictors of olive oil usage, casting doubt on the assumption that increased UK olive oil consumption results mainly from its perceived health benefits. As with many food choice studies normative beliefs were found not to be useful indicators of behaviour.

Estimates of online sales by product categories reveal that certain types of products fare better than others. A few conceptual papers have offered frameworks to assess the compatibility of a product to online marketing and sales. These frameworks that are based on product characteristics could help explain the differences in the asymmetrical success of online retailing. This paper reports the results of an empirical study that investigated differences between Internet shopping intentions for products categorized by cost and tangibility. Analyses of data, collected through a mail survey from over 750 respondents, show that intentions to shop using the Internet differ by tangibility of product. Reasons for this discrepancy are provided through an examination of salient and normative beliefs, along with implications for online merchants.

The purpose of this paper is to further examine factors influencing the intention to drink wine. Building on studies conducted among British and Australian wine drinkers, this study was undertaken among Southern California wine drinkers in an effort to provide cross‐cultural comparison of wine consumption motivations and intentions.

Using a two‐step methodology (including qualitative interviews and surveys), the influence of both attitudes and subjective norms on the intention to drink wine is examined.

This current research shows a significant influence of the perceived health benefits of wine consumption among Southern California wine drinkers.

This study is limited to Southern California wine consumers and may lack generalizability. Future research endeavors should focus on expanding the study to include a wider population within the USA and include analysis of additional variables such as gender, ethnicity, amount and type of wine consumed, and others, as related to the intention to drink wine.

By further refining the target consumer group most likely to respond to a marketing message revolving around perceived health benefits, marketers can precisely craft appropriate and effective campaigns. Responsibly touting the health benefits of moderate wine consumption, within the US Tax and Trade Bureau's guidelines, to Southern California wine drinkers could be an effective marketing technique.

The paper's most important finding is the emergence of the perceived health benefits of wine consumption as being influential on the intention to drink wine.

This study aims to understand the behaviour of novice consumers and provide businesses with guidelines regarding how to approach the different typologies of novice consumers from new inexperienced markets and from new generations.

The reasoned action approach is applied to wine consumer, and two parallel surveys using a questionnaire have been conducted with a sample of the Missouri population – representing new consumers – and a sample of the young Italian population – representing young consumers located in traditional consuming countries. Two research hypotheses are tested.

The hypothesis testing reveals two effects. The age effect creates similarities in the decision-making process structure, and attitude and subjective norm have the same weight in influencing behavioural intention. The novice effect creates differences in the structure; however, similarities exist at a more basic level than that of attitude and subjective norm, in salient beliefs and salient referents.

The study highlights that penetration of these consumer segments should pursue different marketing approaches: educational goals for young people from new markets, an experiential marketing approach to improve the link between product and producer for new consumers and emphasis on cultural aspects of the product in a “young manner” for young consumers from traditional consuming markets.

For the first time in the literature, this study analyses commonalities and peculiarities in the decision-making process of novice consumers.

Investigates the proposition that reasoned action theory can be successfully applied in the small business (dairy farmers) domain. That proposition is supported by the outcome and, in common with many other studies, attitude was found to be the main predictor of behavioural intention. The normative component does not improve the efficacy of the model, possibly because of the routinised nature of the behaviour under scrutiny or the expertise of the decision makers concerned. It seems likely that the influence of other people may be greater in new‐buy situations, but that influence is unlikely to involve the element of social obligation that is behind consumers’ tendency to comply with the expectations and beliefs of salient referents. Some recommendations for further research into the stability and generalizability of the findings are made.

The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product.

A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between samples.

The reasons why Brazilian and Chinese consumers buy organic food are strikingly similar to what is found in Europe and North America. Consumers’ attitude toward buying organic food is strongly linked to beliefs about its healthiness, taste and environmental friendliness. Also, consumer attitudes toward buying organic food are positively related to what Schwartz’s “Universalism” values in all studied cultures.

Correlational (survey) data do not allow conclusions about causality and conclusions are limited by the covered countries and products.

Key consumer value propositions with respect to organic food seem cross-culturally valid and universally accepted by a segment of customers that share these values. Hence, organic food can be marketed globally based on a universal set of key value propositions. The same could be true for other global products sharing similar types of certifiable value propositions.

New insights of value for the cross-cultural marketing of “green” and ethical consumer products.

Fills a gap in research regarding the extent to which consumer purchase motives are culture bound or determined by the characteristics of the product.

Advances in technologies have allowed service providers to incorporate many different technologies into the delivery of their services. These technologies have been implemented in the service encounter for the customer to use with varying degrees of success. This research aims to focus on the examination of factors that influence consumer attitudes toward, and adoption of, self‐service technologies (SSTs).

A conceptual model of the adoption process for SSTs is developed and tested across three different technologies used in the banking industry. One of these technologies (ATMs) has been available for many years and is widely adopted, another technology (bank by phone) has been available for many years but has not been widely adopted, and the third technology (online banking) is relatively new to the marketplace. Data were collected using a random telephone survey of banking customers in a three‐state area of the northeast USA and analyzed using structural equation modeling.

A comparison of the results of the model tests on the three technologies provides evidence that different factors influence attitudes toward each of these technologies and offers an explanation of the varying degrees of acceptance found among consumers. This research has demonstrated that multiple factors need to be considered when introducing technologies into the service encounter and that the salient factors may vary among technologies and their stages in the adoption process.

The three different technologies used were all based in the banking industry, which limits the generalizability to other industries. Also cross‐sectional data are used rather than a longitudinal study, the feasibility of which is limited by time and cost contraints.

The practical application of these findings may guide marketers to emphasize issues related to certain critical constructs when utilizing SSTs in their service delivery.

Job-seeking success relates to engagement with specific job-seeking strategies, so it is important to understand the beliefs that job-seekers have of them. Using multiple methods, this study aims to establish a typology of the beliefs job-seekers have about strategies, create and validate a measure of these beliefs and relate them to job-seeking behavior.

In the first sample, the authors interviewed 77 job-seekers about their job-seeking strategy beliefs. The authors then created a measure and verified its psychometric properties using 396 job-seekers. Finally, using a sample of 628 job-seekers, the authors continued their evaluation of the measure and related strategy beliefs to job-seeker motivation and behavior.

The authors initially identified 21 beliefs about job-seeking strategies. The authors ultimately found support for 15 dimensions, replicating the factor structure across samples. Strategies are perceived to differ on most beliefs, and eight beliefs had unique relationships with job-seeker effort and/or motivation.

The study results can help organizations and job-seekers increase job-seeking motivation by targeting specific beliefs found to have the strongest relationships with strategy use.

This is the first measure of job-seeking strategy beliefs that generalizes across strategies. Furthermore, the authors establish several beliefs that have the strongest relationships with job-seeking motivation.

The main purpose of this research is investigating the role of religion in sculpting blood donation behavior in younger adults by using the theory of planned behavior (TPB).

A structured questionnaire was developed to collect data, and in total, 242 questionnaires of undergraduate students from four large universities in Iran were analyzed. The suggested research model was tested by structural equation modeling.

The findings indicate that religious beliefs have a positive influence on the attitude toward blood donation. Therefore, it seems that the influence of religion on prosocial activities such as blood donation is considerable. Moreover, attitudes, perceived behavioral control and subjective norms have a positive influence on the intention to blood donation. The research findings are consistent with the TPB model.

Previous research on blood donation has not considered religious beliefs in the TPB. The contribution of this study is examining the relationships between attitude and behavior with respect to religious beliefs as a silent shaping agent of attitude.