Abstract Communication technology is emerging while researches on the observations of farmers are very few, especially the research on supply and demand of farmers. It is an issue needed to be stressed for the industry of agriculture. If the farmer's reading behavior which is very important to the agricultural development during the process of cultivating the young freshman of agriculture, the farmers facing minority situation have no longer kept abreast with the pace of change in the informational age and cannot respond to these challenges. Therefore, there is the necessity of enhancing the farmers¡¦ reading behavior. After a comprehensive review of the reading behavior theories, it is found that most studies are centered on the compulsory education. Studies concerning for the farmers¡¦ reading behavior are rare. However, the New Agriculture Movement pushed forward by the Taiwanese government aims to stress that first of all underlying con-cepts shall be reformed since the farmers¡¦ reading habit dominates the development of the agricultural science journals. As a result, it is essential for this study to regard new farmers¡¦ reading behavior as the subject of the study. The major purpose of this study is to explore the intention of new farmers¡¦ reading behavior as the mode of this study from the perspective of decomposed the-ory of planned behavior in terms of the media consumption theory. How to gain the relevant information of the agriculture from the farmers¡¦ reading behavior and how to improve the farmers¡¦ reading habit from the viewpoint of agricultural knowledge communications management are analyzed. The major contribution of this research is that I try new angles to reexamine atti-tude, subjective norm, and perceived behavior control for the academy situation, es-pecially the findings on the media consumption. A complete verification and predic-tion of Structural Equation Modeling (SEM) is proposed that differs from the past studies from the comprehensive perspective. In the past, it is less likely to deeply ex-plore the above issue. In the meantime, for the practices, the questionnaire is conducted among new farmers and the collection obtained material is carried on the SEM statistical analysis. This study which combines ¡§Decomposed Theory of Planned Behavior¡¨ with ¡§Media Consumption Theory¡¨ expect that practice is directing by academy so as to a better development for the agricultural publications. The research results provide some useful suggestions to agricultural science publishers and those who want to engage in the publication work.

The rapid development of information technology has created significant impact in most organizations. Several theories have been proposed to interpret the intention to accept technology by individuals. The two most popular ones are Technology Acceptance Model (TAM), and Theory of Planned Behavior (TPB). The purpose of this thesis is to investigate how well these two theories can analyze the intention of technology acceptance based on existing published primary studies. Thirty-seven studies that used TAM and twenty-three studies that used TPB were analyzed. Four variables associated with the user (student vs. non-student and oriental vs. western) and the technology applications (emotion vs. rational and individual vs. organizational applications) were used to differentiate the explanatory power of these models in different situations. The results show that these models have very different interpretation powers in different situations. For the relationship between attitude and intention in these two models, we found that TAM is more powerful than TPB only for individual. In all remaining situations, TAM can better explain the variance of intention. The findings are useful for researchers in selecting proper models for research and for practitioners to explore ways to increase the likelihood of technology being accepted by the user.

This study sought to understand why college students of Mexican origin underutilize mental health services (i.e., university counseling services). Previous research has identified several potential reasons for the underutilization of mental health services by Mexican Americans. These reasons can be grouped into one of three categories: (1) negative attitudes toward mental illness and mental health services, (2) greater use of alternative, informal resources, and (3) barriers. To examine these factors in the context of help-seeking behavior, Ajzen’s theory of planned behavior (TPB) was used. The TPB assumes that the best predictor of a certain behavior is an individual’s intention to perform that specific behavior. This model includes three determinants of the intent to perform a certain behavior: (1) attitudes toward the behavior, (2) subjective normative beliefs about performing the behavior, and (3) perceived behavioral control of performing the behavior. The primary aim of this study was to examine the meditating effects of culture on the TPB and investigate the unique factors contributing to help-seeking behavior in college students of Mexican origin reporting anxious and/or depressive symptoms. Results showed that the TPB was effective in predicting help-seeking behavior, with attitudes and subjective normative beliefs as the strongest predictors. Acculturation and cultural values did not mediate the TPB model as originally predicted, however the TPB determinants differed in predictability between help-seekers and non help-seekers. Specifically, among help-seekers, attitudes predicted intent to seek psychological services; among non help-seekers, subjective normative beliefs predicted intent. Help-seekers also reported more ease than non help-seekers on a few of the steps toward help-seeking. Lastly, qualitative measures supported findings based on the TPB and provided additional support for the strong stigmatizing views among college students of Mexican origin. These findings suggest that non help-seekers are a complex group and other variables, such as acculturative stress, perceived social support, and screening participants on perceived symptom distress and impairment, need to be addressed. In addition, subjective normative beliefs need to be considered in the development of psychoeducational interventions which encourage seeking psychological services for individuals of Mexican origin experiencing significant anxious or depressive symptoms. / text

The purpose of this study was to determine the predictive utility of the theory of planned behavior (TPB) in predicting and explaining pharmacists’ intention to utilize a prescription drug monitoring program (PDMP) database, when the validity of the prescription/patient need is in question. The study tested the significance of each TPB model construct variable (attitude [A], subjective norm [SN], and perceived behavioral control [PBC]) in predicting pharmacists’ high intention, compared to non-high intention (dichotomous variable). In addition, the study examined the additional contribution of pharmacists’ perception of prescription (PPDA) drug abuse and perceived obligation (PO) to the TPB model. Demographic and practice characteristics were also explored in relation to the TPB model predictors, A, SN and PBC. A mail questionnaire was sent to a random sample of 998 Texas community pharmacists with active licenses. Three focus groups were conducted to collect information regarding pharmacists’ beliefs toward PDMP database utilization. The usable survey response rate was 26.2%. Due to data that were not normally distributed, intention was dichotomized into high intention and non-high intention. The TPB constructs were significant predictors of pharmacists’ high intention. Pharmacists with positive attitudes were almost twice as likely to have high intention (odds ratio [OR] = 1.8, 95% confidence interval [CI] = 1.2 – 2.8). However, SN was the strongest predictor of pharmacists’ high intention (OR = 2.2, 95% CI = 1.4 – 3.3). Pharmacists who reported substantial PBC were also twice as likely to have high intention (OR = 1.9, 95% CI = 1.2 – 3.0). PPDA was not significantly related to pharmacists’ high intention. However, pharmacists’ PO was shown to predict high intention above that explained by the TPB model (OR = 1.8, 95% CI = 1.0 – 3.1). The results of this study support the utility of the TPB model with PO in predicting pharmacists’ high intention to utilize a PDMP database. Interventions that address pharmacists’ A, SN, PBC, and PO may be necessary to increase pharmacists’ high intention to utilize a PDMP database when it becomes available. Future studies using intention as a predictor of pharmacists’ behavior are needed to assess the influence of intention on PDMP utilization. / text

The theory of planned behavior (TPB) is a useful model for understanding social-cognitive determinants (i.e. attitude, perceived norms, and perceived behavioral control) of sexual risk reduction among adolescents. However, research using the TPB has emphasized main effects and has not considered the possibility of moderated associations. In addition to testing main effects, this study assessed the interactions between TPB constructs and investigated the influence of previous sexual experience when predicting adolescents’ intentions to use condoms and delay sexual activity. Results indicate that the TPB functions differently depending on previous sexual experience and type of risk reduction behavior. Perceived norms were the only consistent predictor of intentions for condom use and delay. Attitude moderated perceived behavioral control when predicting condom use intentions among sexually experienced youth. However, no other interaction effects were detected. Future directions for research and implications for practice are discussed.

With the fast growing Chinese online marketplace and the increasing popularity of shopping imported products online in China, more and more practitioners and researchers are interested in understanding the cues that Chinese consumers use to evaluate imported products consumption online. Our quantitative study aims to identify what factors affect the behavior of Chinese online consumers towards imported products and the relationships between the identified factors and purchase intention, and thereafter help companies to understand how to increase Chinese online consumers’ purchase intention of imported products. The research model is developed based on The Theory of Planned Behavior. Data were collected through web-based survey in China. Subsequently, the logistic regression in SPSS was used for testing the 12 hypotheses. Results reveal that the purchase intention of Chinese online consumers to imported products is closely associated with Perceived Behavioral Control, Subjective Norms, Perceived Risks, Service Quality, Country of Origin and Price. However, Product Variety and graphically well-designed websites are not relevant to purchase intention when Chinese consumers evaluate online imported products. The findings of our study serve as a link between consumers and online retailers or companies. The information from this study can add knowledge to limited studies on the behavior of Chinese online consumer.

This study was an effort to uncover four major facts: (a) the predictive power ofthe proposed integrated model, which posits the influence of attitudes (ATT), subjectivenorms (SN), perceived behavior control (PBC), altruism, self-construal, and paperrecyclingknowledge on behavioral intentions; (b) the moderating effects ofindividualism-collectivism (I-C) on the attitudes-intentions relationship and thesubjective norms-intentions relationship; (c) the comparison of the predictive power ofthe TPB model and the proposed integrated model; and (d) the relationship between twointentions measures: behavioral intentions and implementation intentions.This cross-sectional research consisted of two phases: the TPB elicitation researchand the main study. Participants were undergraduate students recruited from two majorpublic universities in Thailand and the U.S. The sample size used in the main analysiscomprised 417 respondents from Thailand (representing a collectivistic society) and 432respondents from the U.S. (representing an individualistic society). Structural equationmodeling (SEM) was employed to investigate the predictability of the TPB model and theintegrated model. Multi-group SEM was implemented to examine the moderating effectsof I-C. Correlation analysis was conducted to detect the relationship between the twointentions measures.The results yielded some significant findings enhancing our understanding ofpaper-recycling intentions of college students in the two countries. First, TPBdeterminants, especially PBC and SN, were potential predictors of paper recycling.Although ATT was not a successful antecedent of intentions in Thailand, it predictedintentions of U.S. participants. Second, altruism was a significant factor explaining ATTand PBC for both samples; it also directly influenced intentions. Third, two types of selfconstrualsignificantly and distinctively affected ATT and SN. Fourth, paper-recyclingknowledge failed to predict either attitudes or intentions in either country. Fifth, althoughthe ratio difference of the model X2 and the R2 showed the TPB model to be slightly morepowerful than the integrated model, and TPB was more parsimonious, the integratedmodel advances our understanding of additional psychosocial and cultural factors withregard to paper recycling. Finally, the significant correlation between the behavioralintentionsand the implementation-intentions measures were positive and relatively high.Findings can benefit communication campaigns targeting audiences in different cultures.

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The present study employed Ajzen’s theory of planned behaviour (TPB) to understand the motivational factors associated with peoples’ intention to: (a) increase their physical activity levels in response to Vancouver 2010 Olympic Winter Games; (b) watch the event on television; and (c) purchase products or services from companies because they were sponsors of the event. According to the theory, behavioural intentions are determined by individuals’ attitude toward performing the behaviour (i.e., their overall evaluation of the behaviour); the subjective norms they associate with the behaviour (i.e., their beliefs about whether most people approve or disapprove of the behaviour); and perceived behavioural control (i.e., the perceived ease or difficulty of performing the behavior). As well, this investigation hypothesized that additional variables could predict intention. In particular, past behaviour and descriptive norms (i.e., people’s perceptions about the degree to which other people would perform the behavior) were examined in terms of their ability to explain significant proportions of variance in respondents’ intentions above and beyond TPB variables. Participants were enrolled in first and second year undergraduate classes at the University of Waterloo and the University of Victoria during the Fall 2009 and Winter 2010 term (n = 405). The questionnaire assessed each TPB construct (excluding actual behaviour) using standardized Likert-type scaling procedures suggested by Ajzen (2006). Additionally, the questionnaire assessed gender, geographic proximity to the event (i.e., whether students were enrolled at the University of Waterloo or the University of Victoria), past behaviour, and descriptive norms. Results from the regression analyses revealed that the TPB-based models accounted for 50.7%, 61.5% and 66.6% of the variance in respondents’ intentions to become more active in response to the event, watch the event on television, and purchase products or services from event sponsors respectively. Attitude toward the behaviour was the only TPB construct to play a prominent role in the prediction of all three responses of interest in the present investigation. The importance of the attitude construct in predicting such a diverse set of intentions suggests that sport consumer behaviour might be best understood in terms of expectancy-value cognitive theories such as the TPB. These theories suggest that people will be motivated to perform a particular behaviour (e.g., watching a sport event on television) when they expect to attain a valued outcome as a result of performing the behaviour (e.g., feelings of national pride). Descriptive norms and past behaviour explained an additional 29%, 9.3%, and 21% of the variance in respondents’ intention to become more active in response to the event, watch the event on television, and patronize event sponsors respectively. Among this sample of undergraduate students, responses to the event appeared to be strongly associated with beliefs about whether or not referent others would perform each behaviour. Additionally, much of what motivates sport consumer behaviour within this segment of the population may be related to notions of tradition and nostalgia. Implications for future research and the design of behaviour change interventions are discussed.

abstract: ABSTRACT The tourism industry continues to mature as many consumers are demanding more responsible and sustainable development. Mindfulness has been studied in tourism as a cognitive trait recognized by actively processing information through an acute sensitivity to an individual's environment and openness to new information. Mindfulness has been shown to predict behaviors related to tourism and recreation. The Theory of Planned Behavior (TPB) has been extensively applied to understand human behavior. Despite TPB's extensive history in the social sciences, researchers continue to incorporate new social factors to explain behavior. This study employs an emerging psychological construct, mindfulness, into the TPB model as an enhancement to conceptual and empirical discrepancies. This study aimed to: (1) understand the presence of mindfulness among those who travel, and (2) test a hypothesized relationship between mindfulness and intent to be sustainable on vacation. The research seeks to answer - does mindfulness add to a traveler's likelihood to behave sustainably in a destination with active sustainable initiatives? The purpose of this study is to showcase emerging consumer traits, like mindfulness, to enhance visitor experiences through sustainability initiatives. A survey research method was employed to provide a broad, generalizable set of findings from a group of people who were planning a trip and may have visited a specific destination. This study partnered with Sedona Chamber of Commerce and Tourism Bureau to access such a population. The survey was conducted with a self-administered online survey and 550 completed surveys were obtained. Behavior intention to be sustainable, in any visited destination, was regressed twice to address the research question. The first regression included original TPB independent variables (such as attitude, social norms, perceived behavioral control). The second regression added the mindfulness variable. The mindfulness variable was found to be positive and significant in a general context. The model was tested for those who traveled to Sedona and mindfulness and actual behaviors associated with sustainability were strongly related. A traveler's perception of their ability to control behaviors had a significant role when paired with mindfulness. Results suggest the TPB model has availability to incorporate new consumer behavior traits to understand behavior intention. / Dissertation/Thesis / Masters Thesis Community Resources and Development 2017