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Article
Publication date: 5 June 2009

Ding Zhikun and Ng Fungfai

The purpose of this paper is to examine the validity of the theory of reasoned action as a general framework to predict knowledge‐sharing behavior and offer practical…

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2247

Abstract

Purpose

The purpose of this paper is to examine the validity of the theory of reasoned action as a general framework to predict knowledge‐sharing behavior and offer practical guidance to promote knowledge sharing in the Chinese construction sector.

Design/methodology/approach

Based on survey data, structural equation modeling was applied to test the theory of reasoned action in the architectural design project team context in China.

Findings

The results suggest that attitude toward knowledge sharing is more important than subjective norms in determining architects' willingness to share knowledge. But the two factors are positively correlated.

Research limitations/implications

Although theory of reasoned action provides us with a powerful prediction model, it cannot explain the underlying mental processes. More attention should be paid to the development of the explanatory model in future researches.

Originality/value

The results presented in this paper usefully imply that team managers should focus more on training architects to have a positive attitude toward knowledge sharing, so as to increase knowledge‐sharing behaviors. Moreover, the architectural design organizations should build up a knowledge‐sharing culture so that architects' attitudes toward knowledge sharing become more positive.

Details

Chinese Management Studies, vol. 3 no. 2
Type: Research Article
ISSN: 1750-614X

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Article
Publication date: 1 June 1999

Thomas E. Slocombe

The analysis of polychronicity at the cultural level is compared with the analysis of polychronicity at the level of the individual member of the culture. We suggest that…

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3586

Abstract

The analysis of polychronicity at the cultural level is compared with the analysis of polychronicity at the level of the individual member of the culture. We suggest that a more detailed analysis of an individual’s polychronicity is appropriate, including the individual’s beliefs, attitudes, and behaviors. We identify the theory of reasoned action as a useful framework for studying an individual’s polychronicity. Examples are provided in which the theory of reasoned action is used to address questions about an individual’s polychronicity, along with the description of the relationships among the components of individual‐level polychronicity suggested by the theory.

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Journal of Managerial Psychology, vol. 14 no. 3/4
Type: Research Article
ISSN: 0268-3946

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Article
Publication date: 1 February 1998

Choong Lyong Ha

The theory of reasoned action is applied to reconceptualize brand loyalty. According to the theory of reasoned action, the antecedents of purchase behaviour are attitudes…

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24380

Abstract

The theory of reasoned action is applied to reconceptualize brand loyalty. According to the theory of reasoned action, the antecedents of purchase behaviour are attitudes towards the purchase and subjective norm. If the antecedents of purchase behaviour are integrated to predict and measure brand loyalty, the prediction and measurement of brand loyalty will be more stable over time and accurate. This paper aims to integrate three aspects of brand loyalty, and to investigate the relationships among several antecedents of behavioural brand loyalty by introducing the theory of reasoned action. Eight conditions of unit brand loyalty have different levels of brand loyalty shown by the consumers. When attitude, subjective norm and purchase behaviour are all consistent and favourable, the maximum level of unit brand loyalty will be realized.

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Journal of Product & Brand Management, vol. 7 no. 1
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 10 December 2015

Chun Kit Lok

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption…

Abstract

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.

Details

E-services Adoption: Processes by Firms in Developing Nations
Type: Book
ISBN: 978-1-78560-709-7

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Article
Publication date: 31 January 2020

Hadjer Troudi and Djamila Bouyoucef

The purpose of this paper is twofold: first, the verification of applicability of reasoned action theory to analyze consumer behavior in Algerian context; and second, the…

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1155

Abstract

Purpose

The purpose of this paper is twofold: first, the verification of applicability of reasoned action theory to analyze consumer behavior in Algerian context; and second, the identification and analysis of factors influencing purchasing behavior in green food sector.

Design/methodology/approach

The authors proposed a model based on reasoned action theory that combines two types of variables, the green marketing type and personal type, in order to predict purchasing behavior of green food. The authors have established a structural equations modeling, with a path analysis on a sample of 304 Algerian consumers from Algiers town.

Findings

The model was confirmed and the results showed how green marketing and personal factors influence the green food purchasing behavior in direct and indirect way, in presence of the mediating variables’ attitude toward green food and intention to buy green food.

Research limitations/implications

There is no database or any information concerning green consumption in Algerian context. There is a lack of information about green production in food field. The choice of reasoned action theory as a theory explaining the decision-making process leading to purchasing act is based on fact that the Algerian field of food sector is virgin of this type of analysis, so the authors thought it is appropriate to apply the reasoned action theory as a first initiative in this field. Also, a more recent and more innovative psychological theory should be applied in the future studies.

Practical implications

The study will give researchers interested in Algerian context a better understanding of consumer behavior, especially in green product case, and will open new paths for future research in the same field by the application of another psychological theory that is more recent and innovative; the study can open research paths for other fields as well, such as consumer behavior toward green cosmetic products in Algeria.

Social implications

The implications of this research can assist marketers for better positioning in green food market using the results indicated in research. The better understanding of factors influencing consumer purchasing behavior will encourage contractors to invest in this field in Algiers town context.

Originality/value

The study was established in a context where consumer market data of green food are non-existent, so the research represents an orientation to green food marketers toward a better positioning in relation to influence factors of their market target.

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Article
Publication date: 1 February 1995

Keith E. Thompson and Alexander Vourvachis

In persuading people to drink your wine instead of someone else's it is essential to know what will make them change, and what will deter them from changing again. In…

Abstract

In persuading people to drink your wine instead of someone else's it is essential to know what will make them change, and what will deter them from changing again. In their theory of reasoned action Fishbein and Ajzen (1975) developed a model designed to achieve just that Reasoned action theory starts from the premise that people make rational choices which are influenced by their attitudes towards (say) a product and by their response to social norms. In this study the model, which has a good record in identifying the determinants of a wide range of voluntary behaviour, was applied to wine drinking behaviour. Data were collected by means of a questionnaire administered to 142 respondents. Unexpectedly, the results showed that the decision to drink wine is influenced mostly by the expectations of other people, but that wine drinking is not ‘social’ in a formal sense. Attitudinal beliefs, specifically ‘taste’, were only secondary determinants of behaviour. Significantly, other than taste no attitudinal factors had any appreciable influence on wine drinking. These findings have practical applications which are discussed in the final section of the article.

Details

International Journal of Wine Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 1 June 1996

Francis Buttle and Bungkwon Bok

A customer survey conducted from the perspective of the theory of reasoned action (TORA) supplies data which guide hotel marketing strategy. TORA is used to describe…

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10138

Abstract

A customer survey conducted from the perspective of the theory of reasoned action (TORA) supplies data which guide hotel marketing strategy. TORA is used to describe behavioural intentions of international business travellers. The two predictor constructs contained in the theory, attitude‐towards‐the‐act and subjective norm, jointly explain about 65 per cent of the variance in the criterion variable, intention to stay in the hotel on the next business trip. Of the two predictors, attitude‐towards‐the‐act makes by far the weightier and more significant contribution. Finds that attitudes rotate around service quality expectations. Discusses implications for marketing strategy.

Details

International Journal of Contemporary Hospitality Management, vol. 8 no. 3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 1 February 2003

P.A. Addison and Tungshan Chou

Fishbein and Ajzen's 1975 Theory of Reasoned Action (TRA), updated by Ajzen and Fishbein in 1980, is advanced in this paper as an appropriate theory for measuring…

Abstract

Fishbein and Ajzen's 1975 Theory of Reasoned Action (TRA), updated by Ajzen and Fishbein in 1980, is advanced in this paper as an appropriate theory for measuring student's intentions to adopt deep or surface processing and to adopt specific learning strategies. TRA is a decision theory that explains motivation by emphasising the specific processes that individuals use to make choices. TRA captures an individual's motivation by using the concept of intention to perform a behaviour. A TRA model was constructed based on a four‐latent‐variable (deep, surface, strategic and intention) framework and empirically assessed for model data fit. The survey items showed loadings on the constructs of deep, surface and strategic processing under this framework, indicating strong construct validity for the three learning factors. The TRA model was found to strongly positively influence the adoption of the deep processing construct, and to strongly negatively influence the adoption of the surface processing construct. In addition, it was found to strongly positively influence the adoption of positive learning strategies and weakly discourage the use of negative learning strategies.

Details

Asian Review of Accounting, vol. 11 no. 2
Type: Research Article
ISSN: 1321-7348

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Book part
Publication date: 1 January 2006

Richard P. Bagozzi

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1305-9

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Article
Publication date: 1 June 1996

Nicholas J. Thompson and Keith E. Thompson

Observes that between 1985 and 1989 consumption of low‐alcohol and alcohol‐free beer grew by over 500 per cent, yet expectations of a large and expanding market into the…

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4363

Abstract

Observes that between 1985 and 1989 consumption of low‐alcohol and alcohol‐free beer grew by over 500 per cent, yet expectations of a large and expanding market into the 1990s were not fulfilled, partly because of economic downturn. Explains that as the economy recovers, some brewers are anticipating renewed growth. Reports an application of reasoned action theory to the roles of attitudes, norms, behavioural control and habit in predicting behavioural intention regarding consumption of alcohol‐free beer, in the very different market environment of the 1990s. Details how data were collected by means of a postal questionnaire, which revealed, unexpectedly, that not getting drunk was not found to be an important predictor of intention, and, instead, behavioural intention was chiefly determined by beliefs concerning taste and health. Also discovered that normative influences, especially friends for non‐users and family for users, were secondary predictors, and that neither habit nor perceived behavioural control added to the efficacy of the model. Concludes, however, that this does not necessarily negate the potential value of perceived behavioural control, and makes some suggestions for the practical application of the findings to marketing strategy.

Details

Journal of Marketing Practice: Applied Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 1355-2538

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