This study explores the role of interpersonal discussion and social norms in a public health campaign, the BBC Condom Normalization Campaign, designed to promote conversation and change the public perception of condom use in India. Drawing upon the integrative model of behavioral prediction, attitudes, self-efficacy, subjective norms, and descriptive norms were predicted to relate to behavioral...

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by investigates the impact of brand equity, on consumers’ brand purchase int...

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 465-respondent sample consists of 68.8% women and 31.4% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of onl...

This study examined the moderating effect of context and timeframe on the predictive ability of Theory of Planned Behaviour (TPB) constructs. Three hundred and eighty-three students completed TPB measures either in a campus bar or a library and were randomly allocated to one of three timeframe conditions: tonight, tomorrow or next week. There was a three-way interaction such that the subjective...

We present a Focused Review on work that was conducted to compare perceived distributions of men and women in occupations and other social roles with actual real world distributions. In previous work, we showed that means for the two sources were similar and the correlation between them was high. However, in the present paper, although we argue that comparing subjective gender stereotype norms ...

Third generation (3G) mobile service has been launched for several years and yet the information systems (IS) community has not yet gained a full understanding of how various technological and social factors affect the intention to adopt this technology. This study probes into this issue using the Innovation Diffusion Theory (IDT) (Rogers, 1995) along with two other constructs, i.e., subjective...

OBJECTIVES We aim to describe the intention to quit smoking among Chinese male smokers from different educational backgrounds and to explain this intention from their attitude, perceived social norms and self-efficacy regarding smoking cessation. SETTING Participants were recruited from workplaces and communities to reflect the occupational distribution in three cities (Shanghai, Nanning and ...

Many couples in the Islamic Republic of Iran rely on coital withdrawal for contraception. The purpose of this cross-sectional study was to use the theory of planned behaviour to explore factors that influence withdrawal users' intent to switch to oral contraception (OC). Participants were 336 sexually active, married women, who were current users of withdrawal and were recruited from 5 public f...

This study develops a framework for understanding user intentions and behaviors within a virtual world environment. The proposed framework posits that the intention to participate in virtual world is defined by a person’s 1) social identity, 2) attitude toward using the service, 3) subjective norms, 4) attitude toward advertising on the service and 5) enjoyment. The proposed model is tested usi...

Success at attempted weight reduction among college women was predicted on the basis of a theory of planned behavior. At the beginning of a 6-week period, participants expressed their attitudes, subjective norms, perceived control, and intentions with respect to losing weight. In addition, the extent to which they had made detailed weight reduction plans was assessed, as were a number of genera...