The rapid development of sharing economy in the past decade has spawned a number of excellent products such as Airbnb and Uber. As one of the representative products of the sharing economy, the emergence and development of shared bikes are of great significance to the country, the government and citizens. In this context, this study aims to use Decomposed Theory of Planned Behavior (DTPB) to investigate the factors influencing consumers’ intentions to use shared bikes. We collected primary data from 268 respondents from different districts as input, finally using SPSS 25.0 to conduct a regression analysis to test 9 antecedent variables and 3 intermediate variables to verify 12 hypotheses. The empirical results indicate that perceived usefulness, perceived joviality and perceived environmental protection have a positive influence on users' attitude towards using while perceived risk has a negative influence; peer influence and superior influence have a positive influence on subjective norm; self-efficacy and resource facilitating condition have a positive influence on perceived behavior control; attitude, subjective norm and perceived behavior control are positively related to the intentions to use shared bikes. This study provides important and new insights into shared bikes adoption and intentions about consumer behavior.

Background: Even though the health benefits of regular exercises are common knowledge, a concerning trend of obesity due to a lack of physical activity in the population exists. As Digital Technology is largely adapted among consumers, the question is if and how it can be used as a tool to close the intention behavior gap concerning physical activity. Purpose: The purpose of this thesis is to understand the intentions behind executing PA and to explore the role of digital technologies within PA. As a result, the aim of this research is to find potential opportunities to bridge the IB-Gap offered by DT and to suggest options for app developers and digital companies to improve their products to better meet customers' needs for utilizing them as tools to bridge the IB-Gap. Method: To understand and explore the intentions behind and ways how people are using Digital Technologies within physical activity a qualitative study was conducted. This included a two-week diary study capturing the intentions and behaviors, and in-depth interviews describing the usage of Digital Technology in more details. Conclusion: The results indicate that Digital Technology can support people in closing the Intention Behavior gap when it comes to Physical Activity. The study further showed that people use Digital Technology in different ways depending on factors such as motivation or proficiency towards Physical Activity. Therefore, Digital Technology should be tailored to the individuals needs to best support their efforts.

Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. Therefore, companies need to understand the factors that influence abandonment intentions and thus take more action on preventive celebrity endorsement management. Purpose: This dissertation aims to examine China’s Generation-Y's intention to abandon brands following a celebrity endorsement followed by a scandal. A theory of planned behavior incorporating tax evasion scandals forms the theoretical basis for examining which factors most impact abandonment intention. Method: To achieve the purpose of this thesis, the researcher conducted a quantitative study through an interpretive research method with a sample of 246 Chinese respondents. In addition to demographic questions and two modules on celebrity endorsement and scandal context, the questionnaire consisted of eight modules derived from the Theory of Planned Behavior (TPB). The researcher used descriptive statistics, Pearson correlation analysis, and multiple regressions to analyze the data to investigate the relationship between the variables better and determine if the hypotheses set by the study were supported. Finally, demographic factors were combined to explore the intrinsic link with the variables further. Conclusion: This research provides evidence that the factors influencing the intention of China’s Generation-Y to use a brand change after a scandal concerning a celebrity who had endorsed the brand in question. The main finding concerns the increased importance of subjective norms and the decreased comparative importance of attitude towards intention to use/abandon said brand after the scandal. However, in contrast with previous studies, the results of this study showed no significant influence of perceived behavioral control before or after the scandal. Furthermore, the researchers found that while before a scandal there was a significant difference in the influence of subjective norms between men and women, that difference disappeared after a scandal. Those results allowed the researchers to draw conclusions, make managerial implications, and suggest further possible research opportunities.

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ABSTRACT  Date: 2022-06-01 Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors:   Nor Reda  Rubar Onursal Title: Consumers’ involvement of online luxury purchases Supervisor: Stylianos Papaioannou  Keywords: Online luxury, Consumer behavior, Theory of planned behavior, Different generational cohorts. Research questions: What factors influence consumers’ involvement of luxury purchases online?  Purpose: The purpose of this study is to examine the identified gap in regards to online purchases of luxury goods in the context of cars and how it in turn may influence consumers’ involvement. Contrasting factors are linked to the Theory of planned behavior. Method: This study is of a quantitative nature by conducting a web based questionnaire. A deductive approach was undertaken to test the relationship between the three independent variables together in relation to the dependent variable purchase intention of the TPB. The main analysis for this study is a multiple linear regression supported by an exploratory factor analysis as wel as a correlation analysis. Conclusion: The results of this study reveal that the main influence of consumers’ involvement of luxury purchases online is attitude. Other factors such as subjective norm and perceived behavioral control did have a significant influence, henceforth not to the same extent as attitude.

The study aimed to explore the determinant factors that influence consumers’ sustainable consumption, or more specifically consumers living in Scandinavia. The study seeked to understand what influences Scandinavian people to purchase a sustainable product based on the Theory of Planned Behavior (TPB) including the attitude, subjective norms, and perceived behavioral control. To conduct a better approach, a case company was involved in the working process, with the help of which, the focus became more specific into fabric and clean care appliances such as dish machines, washing machines and dryers. To provide an exhaustive answer to the research questions, three hypotheses were conducted which were built based on the TPB model.  The study used a quantitative approach where an online survey was made. The survey was shared with people living in the Scandinavian countries Sweden, Norway, Finland, and Denmark, where 291 answers were collected. To analyze all the answers, SPSS statistics was used where each country was individually analyzed.  The results showed that an individual’s attitude and perceived behavioral control have a significant influence on the behavioural intention to perform sustainable consumption in Sweden, Norway, Finland, and Denmark while the subjective norm does not affect the sustainable consumption in Sweden, Norway, and Denmark. Finland was the only country that had an accepted hypothesis on the subjective norm which means that finish people get influenced by the subjective norms.

What are the factors that make non buyers hesitant to buy groceries online? The purpose of this study is to examine why non buyers hesitate to buy groceries online. Different factors are linked to two theoretical frameworks, namely Theory of planned behavior (TPB) and Technology acceptance model (TAM). This study is of a quantitative nature, by conducting a web-based questionnaire. The study applies a deductive approach in order to test the relationship between the dependent and independent variables of TPB and TAM in the context of non buyers of online grocery in Sweden. The main analysis for this study is a simple linear regression analysis. The results of this study show that the main predictor of non buyers’ hesitation to buy groceries online are the factors of perceived behavioral control. Other factors that had a significant effect on intention were the ones regarding attitude, external variables and perceived ease of use. While factors of subjective norm and perceived usefulness had no influence on non buyers’ intention.

Många svenskar är idag positiva till att få digital konsultation och intresset har de senaste åren ökat särskilt för videobesök. För att en tjänst för videobesök ska kunna bli en del av den offentliga vården krävs det att både patienter och vårdgivare är villiga att använda den. Denna studie syftade till att undersöka vilka föreställningar vårdgivare har om användningen av videobesök för att bygga en förståelse för de utmaningar och möjligheter som finns med videobesök i den offentliga vården. Semistrukturerade intervjuer genomfördes med vårdgivare delaktiga i Region Östergötlands videobesöksprojekt DVC. Transkriptioner från intervjuerna analyserades genom tematisk analys med utgångspunkt i Teorin om Planerat Beteende. Analysen resulterade i teman kopplat till föreställningar om positiva och negativa effekter för den egna prestationen, för patienten och för vården som organisation. Analysen identifierade även föreställningar om positivt och negativt socialt tryck, den egna moralen, föreställningar om upplevd kontroll och självförmåga samt föreställningar om olika användargrupper och integreringen av videobesök i vården. De positiva effekterna av användningen av videobesök ansågs vara störst för patienterna. Deltagarna upplevde att andra vårdgivare i stor utsträckning var negativt inställda till videobesök, men att det fanns förväntningar från patienthåll på lättillgänglig vård. Samtidigt som ingen av deltagarna tvivlade på den egna förmågan att använda videobesökstjänsten uttrycktes ett behov av support och rutiner för att hantera olika problem som kan uppkomma. Denna studie identifierade även ett stort behov av att fokusera på kompatibilitet med andra system som används samt att anpassning utifrån olika patientgruppers kunskap måste göras.

I samband med läroplansrevideringen 2017 är programmering en del av det obligatoriskaämnesinnehållet i läroplanen för grundskolan, förskolan och fritidshemmet (Skolverket2018). Sedan höstterminen 2018 gäller den reviderade utgåvan som styrdokument förverksamma lärare. Tidigare forskning, framförallt ur internationellt perspektiv, harindikerat på en osäkerhet hos lärare kring införandet av programmering i undervisningen.Ett perspektiv som dock sällan belysts i tidigare forskning, kopplat till programmering, ärlärarstudenters attityder till implementeringen. Vi undrade därför hur lärarstudentersattityder till implementeringen av programmering såg ut. För att undersöka detta har enenkätstudie bland studenter med ämnesbehörighet inom NO/teknik vid Malmö universitetgenomförts.Utifrån Ajzens (2005) teori, Theory of Planned Behavior, har resultatet analyserats ochvisar att föreställningar om den upplevda kontrollen och föreställningar om normen haren stor påverkan över lärarstudenternas attityder kring programmering. Analysen avresultatet visar även att studierna har en stor påverkan på attityderna kring programmeringdå studenter från termin 4, 6 och 8 har svarat varierat i enkäten men efter tydliga mönsterberoende av termin där studiegången i vissa fall påverkar attityden positivt medan den iandra fall tenderar att påverka attityden negativt.

The aim of this paper was to explore the factors behind the entrepreneurial intention (EI) building of international university students of Sweden. With the help of Ajzen’s (1991) Theory of Planned Behavior, this theory has been used by numerous researches to predict intentions, especially EI. However, in Sweden several studies have been done only on the Swedish students, but no study has done specifically on international students. A conceptual framework was developed for this study from Theory of Planned Behavior, where attitude, subjective norms and perceived behavior control (PBC) were main variables with several indicators of each, to explain what are affecting the most on international university students to build up EI. 18 interviewees of international students of Halmstad University of Sweden were taken. Furthermore, after analyzing their answers authors have found that three of those variables have almost similar effect on building the EI of international university students of Sweden, but not all of their indicators.