Due to the increased number of niched retail banks in Sweden, the competition for the customers has become severe. Bank customers in the Swedish bank market tend to stay with their bank. The challenge of how to manage to attract new customers is a central part of the retail banks’ management tasks. The research area on which we have been focusing on is the area of consumer behavior. We have been focusing on student switching behavior of financial services provided by retail banks in general and ICA banken in particular. To strengthen the practical connection, we choose to focus on the case of ICA banken. Our objective was to investigate which predictors that affect switching intention and investigate how these predictors affect students’ switching behavior, which in the extension will contribute to how retail banks can work towards manage these rising issues. We formulated the following research question: How do the predictors of switching intention affect switching behavior in the retail banking context? Our purpose was to investigate the predictors of switching intention and their effects on switching behavior in the retail banking context. The study was performed with a quantitative method and a deductive approach. By using a convenience sampling technique, we collected the data electronically. The population examined was the student segment at Umeå University. Our questionnaire was constructed with the theoretical chapter as framework, and the discussion, conclusion and practical implications are based on our empirical findings. Our study was geographically limited to Umeå University. The ability to generalize our findings was also limited, due to our chosen sampling technique. We reached a conclusion that the greatest predictor of switching intention was attitude towards switching. Additionally, the greatest predictors of switching behavior was a combination of attitude towards switching and customer satisfaction. Our practical implications consisted of the recommendation for retail banks to focus on developing marketing strategies that would bank customers more positive towards the act of switching bank in order to attract new customers. Our findings showed that bank customers in general were neither negative nor positive towards the act of switching bank. For ICA banken we gave three proposals; to attract new customers, to transform customers that only partly use the bank to customers that use ICA banken for the majority of their financial transactions and to maintain current customers. These actions are made by managing customer satisfaction, brand image, the relational investment between ICA banken and customers, and subjective norms since these should affect the attitude towards switching bank.

Denna studie grundar sig på en enkätundersökning av 59 gymnasieungdomars intentioner till att inom de närmaste 5 åren påbörja studier vid högskola eller universitet. Undersökningen är baserad på Theory of planned behavior och syftar till att testa teorins pålitlighet i att besvara vilken av de socialt betingade bakgrundsfaktorerna attityd, subjektiv norm och upplevd beteendekontroll som utgör den bästa prediktorn för undersökningsdeltagarnas intentioner. Därtill undersöks dessa faktorers samband med föräldrarnas utbildningsnivå. Theory of planned behavior visade sig vara ett reliabelt mätinstrument gällande studiens övriga frågor, där den upplevda beteendekontrollen och den subjektiva normen utgjorde signifikanta prediktorer gällande undersökningsdeltagarnas intentioner. Därtill påvisades samband mellan föräldrars utbildningsnivå och deltagarnas intentioner samt subjektiva norm. Författaren menar att studier likt denna ger ett värdefullt bidrag till det viktiga arbetet med att förverkliga den svenska skolans likvärdighetsmål.

Purpose This paper is to discuss social respsonsibility of SMEs in Taiwan through ISO 26000. The main purpose of the study is to explore the relationship between Prin-ciples of social responsibility of cognition, implementation and self-regulation ISO 26000 from the behavior of perspective. Study Design This paper is base on framework of ISO 26000. The scales of "Principles of social responsibility," "Political Pressure", "Economic Attitude", "Fundamental prac-tices of social responsibility" and ¡§Social responsibility core subjects¡¨ are developed. This study maps the relation between the scals through a Taiwan survey of 266 SMEs. Using factor analysis, path analysis and mean tests for statistical analysis. Findings SMEs in Taiwan have highly recognized carrying out SR. The study finds that SMEs have higher awareness of social responsibility, their implementations of social responsibility are better. Implications and contributions This paper draws the linkage between ¡§awareness of social responsibility, ¡§so-cial responsibility behavior¡¨ and ¡§self-regulatory ISO 26000¡¨. The relationship is positive. This provides the government a way to promote social responsibility. ISO 26000 is the most influential initiative in CSR area in recent years, this study adopted the structure of social responsibility indicators, can provide business information and make their awareness of social responsibility better.

The purpose of this study was to gain an understanding of the structure and antecedents of travelers' behavioral intentions. Understanding travelers' behavioral intentions is an important goal of both destination marketing organizations and host destinations. However, little research has contributed to the theoretical development in this area, and the lack of a solid theoretical framework has negatively influenced the validity of existing research. Thus, this study attempted to explain travelers' behavioral intentions, using a model which was developed based on existing human behavior theories: the theory of reasoned action and the theory of planned behavior. Another major objective of the current study was to test the validity of the proposed model. Based on the theory of reasoned action and the theory of planned behavior, a conceptual framework was established to explain travelers' behavior intention in a tourism context. Attitude was conceptualized as destination image which is a two-dimensional construct including cognitive and affective components. Subjective norms were conceptualized as the combination of normative beliefs and motivation to comply. Perceived behavioral control was conceptualized as constraints which is a three-dimensional construct including intrapersonal, interpersonal, and structural components. An online panel survey was launched in September 2008 to collect data. Respondents were specially asked their perceived image about Texas, what were the barriers preventing them from traveling to Texas, and how their reference groups affected their travel decision to Texas. Totally, 1,448 completed surveys were received and utilized for analysis which included both visitors and non-visitors. The data analysis procedures included six major steps, from descriptive analysis and preliminary data analysis, to model and hypothesis testing. To do so, the Statistical Package for the Social Sciences 16.0 (SPSS) and Amos 16.0 were utilized. The structural relationships between all variables were tested with using structural equation modeling (SEM). Results of the study showed that destination image and subjective norm positively impacted behavioral intentions while constraints negatively affected behavioral intentions. Hence, this research provides important direction for the development of a more comprehensive theoretical framework to explain travelers' behavioral intentions, and presented a step toward offering practical as well as theoretical implications for future research.

In Taiwan, the environmental protection actions that people usually take are "physical actions", such as picking up litter, sorting trash, installing household resource-conserving devices. Other kinds of actions¡Xe.g., persuasive actions, civic action (such as signing for environmental causes, petitioning and lobbying) ¡Xare far less common. However, the latter actions, especially civic actions, are more effective than physical actions in pushing the government to adopt proenvironment policies and thus have more far-reaching impacts. This study thus focused on three civic and persuasive actions¡Xsigning for environmental causes, lobbying, and being an ecotourism interpreter. And since these actions are usually taken as a group action (people do so either because they are members of environmental groups or other NGOs, or because they join the actions of these organizations) , this study took environmental group members as its target population. A survey of intentions regarding the above three kinds of actions was made, with 210 environmental group members as respondents. Two models were used to predict these behaviors. One was the theory of planned behavior (TPB) proposed by Ajzen (1988, 1991) , the other one was an integrated model based on theories from three disciplines¡Xsocial psychology, environmental education, public health¡Xand literatures of society mobilization. The integrated model contained 8 predictors, 4 of which were from the TPB (the subjective norm variable in the TPB was further split into 2 variables: subjective norm with respect to family members, subjective norm with respect to community members) . The other 4 variables were environmental moral obligation, environmental attitude, response efficacy and collective efficacy. Results showed that both the TPB and integrated models could predict all three kinds of environmental intention (R2 > .49 for each model and intention) . The integrated model, however, was not better than the TPB model in predicting the intention to lobby. And it was only a little better in predicting the intentions to sign and to be an interpreter. Implications of these results and suggestions for environmental groups and environmental education organizations were discussed.

This essay investigating outbound factors by theoretical planning behaviors approach which generate knowledge information sharing component to knowledge workers of IC Testing/Assembly plant. The external essence and factor is divided into Individual-Level Factors, Team-Level Factors and Organizational-Level Factors: Individual-Level factors including motives (Self-Interest factor and altruistic Factor), job satisfaction; Team-Level Factors should be complied with trust, leaderships; Organizational-Level Factors would be concluded with enterprise culture, management constitutions. Investigated objects would be focused on Walton Advanced Engineering Co.,Ltd., after sampling with the IT engineering, I have concluded with the following issues: 1. Self-Interest factor and job satisfactory factor would be greater influence than the altruistic Factor. 2. Leadership is a critical influencing factor in the knowledge sharing process. 3. Trust is an essential factor for knowledge sharing within a group. 4. Culture and reward system are the most influencing factor for knowledge sharing. 5. It is necessary to tie in administrative strategy to raise the wills to share knowledge. 6. Encouraging group members explode the nuclear tacit knowledge benefits a lot to individuals and overall group improvement and growth. 7. It is quite a challenge to enterprise to build the knowledge sharing mechanism. Hoping the conclusions above would benefit to those knowledge works related managers and knowledge owners to inherit and preserver the main essence of knowledge base for their working groups.

The research was conducted by stratified random sampling. A structural questionnaire on the basis of the Theory of Planned Behavior (TPB) is designed as study instrument for data collection in this research aimed to study the influential factors on the lifelong learning (LLL) behavioral intention of nursing staff and the satisfaction with LLL passport. Seven hundreds and fifty questionnaires were distributed and 451 copies returned, which made up 60.13% of returning rate. Among the returned questionnaires, 433 were effective samples and returning rate of returning samples was 57.73%. Collected data were computed by SPSS/PC10.0. Computing results shown that average age of subjects was 30.7 and average working seniority of them was 9 years. Research results indicated that there was a positive attitude (with 70.44% of support) towards LLL behavioral intention and 65.75% of overall satisfaction of the implementation of LLL passport. Results also found that, among all of the factors, the participants¡¦ age, working seniority, number of children, job position, educational background, attitude towards LLL, perceived behavioral control, and subjective norm of environmental support including support from administrators, overcoming obstacles from family, support from colleagues and families, and backup from working shift table and manpower positively correlated with their LLL behavioral intention(p<.01). Nevertheless, attribute of working unit was found to have negative correlation with LLL behavioral intention(p<.01). While participants¡¦ job position, educational background, attitude towards LLL, perceived behavioral control, and subjective norm of environmental support consisting of support from nursing unit and administrators, overcoming obstacles from family, and support from colleagues and families indicated positive correlations with satisfaction with LLL passport(p<.01), attribute of working unit revealed negative correlation(p<.01). The above results have verified and echoed Ajzen¡¦s (1985) Theory of Planned Behavior (TPB). The theory was to evaluate one¡¦s behavioral intention based on one¡¦s attitude, perceived behavioral control, and subjective norm. In this study, the perceived behavioral control has the highest influence (84.19%). In addition, there was a positive correlation between nursing staff¡¦s LLL behavioral intention and their satisfaction with LLL passport. Furthermore, by using regression analysis, the results shown that factors such as ¡§support from colleagues and families¡¨, ¡§support from nursing unit and administrators¡¨, and ¡§backup from working shift table and manpower¡¨ could be used as predictors to LLL internal behavioral intention and satisfaction with LLL passport. The overall prediction variance of these three factors reached 34% and ¡§support from colleagues and families¡¨ was the highest (29.5%) among all. In conclusion, except factor of personal characteristics, if working shift and manpower factors could be overcome when nursing staffs are participating in LLL activities, and meanwhile with support of colleagues, families, and administrators, the LLL behavioral intention and satisfaction with LLL passport could be enhanced. The researcher suggested that the results of this study could be used by pertinent units and nursing administrators to build a sound human resources system, establish a learning organization, propel incessant professional development, and help promote nursing staff¡¦s professional accomplishments and competition.

Online shopping involves more uncertainty and risk than traditional shopping. These phenomena are even obvious in online group-buying. One of the main factors causing the uncertainty and risk is the role of the initiator. Since it is quite often that the initiators themselves are consumers, the initiators are not as huge and professional as the sellers. Clearly the trust in initiator becomes a major concern when joining the online group-buying. Based on the theory of planned behavior, the purpose of this research is to understand how initiator¡¦s reputation, interactions with initiator, consumers¡¦ perceived risk and personal characteristics impact consumers¡¦ trust in the initiators and then how the consumers¡¦ perceived trust in the initiators, subjective norm and familiarity with online group-buying together impact the consumers¡¦ behavior in group-buying. The study result indicates that the perceived initiator¡¦s reputation, interaction with initiator, perceived risks in online group-buying, and subjective norm impact the trust in initiator. Moreover, based on TPB, the trust has significant effects on consumer¡¦s intention to join online group-buying. Subjective norm has impacted the consumer¡¦s intention to join online group-buying not only directly but also through the trust in initiator indirectly. However, the familiarity with online group-buying has no significant effects on consumer¡¦s intention to join online group-buying.

The transition of working patterns has led the work force today focus more on brain than labor, hence strengthen the desire for leisure. The relationship between leisure and work nowadays has different meaning. Besides of traditional concepts such as good for health or the release of work pressure, leisure is further considered to be a new goal to enhance job involvement. Factors of social capital such as trust and network are the significant elements of human interaction, which can not only create self-welfare but also bring better achievement on work. To work force with different degree of social capital, it is believed that different level of involvement to work would generate. From the start point of leisure instead of traditional point that focuses on work, the research combines and integrates perspectives of outdoor recreation, job involvement and social capital from different regions, exploring the relationship between leisure and work. Analyzed with SEM, questionnaire survey is adopted aiming at Kaohsiung Government¡¦s Officials. The research objects are divided into two groups with different degree of social capital, conducting the model construction and differentiation test separately. The research structure includes 9 variables: ¡§job involvement¡¨; ¡§net¡¨ and ¡§trust¡¨ in social capital; ¡§attitude¡¨, ¡§subjective norm¡¨, ¡§perceived behavioral control¡¨, ¡§self-efficacy¡¨, ¡§behavioral intention¡¨ and ¡§behavioral frequency¡¨ in Theory of Planned Behavior of outdoor recreation. The results of the research have verified 11 hypotheses, among which 7 have been significant in both two high and low groups. The significance of the above-mentioned results is the following: (1) interpersonal ¡§network¡¨ increases interpersonal ¡§trust¡¨; (2) interpersonal ¡§network¡¨ increases the degree of ¡§job involvement¡¨; (3) after officials reflect on the ¡§subjective norm¡¨, the ¡§behavioral intention¡¨ of outdoor recreation is remarkably promoted; (4) officials¡¦ ¡§attitude¡¨ increases the ¡§behavioral intention¡¨ of outdoor recreation; (5) the ¡§perceived behavioral control¡¨ of the resources and opportunities needed for officials to consider undertaking behavior outstandingly influence the ¡§behavioral intention¡¨ of outdoor recreation; (6) ¡§subjective norm¡¨ increases the brief of ¡§attitude¡¨ of outdoor recreation; (7) officials¡¦ ¡§self-efficacy¡¨ reflect on the ¡§perceived behavioral control¡¨ of the resources and opportunities in outdoor recreation. In high social capital group, officials¡¦ cognition of ¡§behavioral intention¡¨ of outdoor recreation reflects on the degree of ¡§job involvement¡¨. In low social capital group, after officials reflect on the ¡§perceived behavioral control¡¨ of the resources and opportunities in outdoor recreation, the brief of ¡§attitude¡¨ is increased.

The mobile operators face the problem that the users how to transfer from 2G to 3G as well as telecommunication policy has been opened by government¡F mobile number protablility¡Bthe new 3G competitor¡¦s entry as to result in unexpected revenue in Taiwan. However, the new 3G competitor¡As entry with the great impact on TWM, then the actual utility is lower of TWM. The study is exploring for ¡yThe effect on subscribers diffusion 3G mobile optrator dynamic decision effect on¡z, because the property of problem is high order¡Bnonlinear¡Btime delay, the traditional approach lacking of quantifying basis such as Case Study which cannot simulate the consequence of feasible policy. It cannot estimate what becomes of the solution, thus apt to making wrong decision. Others mathematics approachs cannot explain the dynamic essence of the practical problem. All these approaches are linear and static as linear programing¡BQueuing Theory¡B Monte Carlo Simulation that cannot solve the high order¡Bdynamic problem. These approaches are no usefulness in solving practical management problem. However, System Dynamics is able to solve the dynamic complexity problem that trough the steps of problem description¡B boundary definition¡Bsystem model constructing¡B model testing and simulation to understand the structure and behavior of problem, moreover, to do policy design and evaluation. This study is as system dynamics approach on the foundation of BASS diffusion model and constructing model upon the 3G adoption critical factor in the viewpoint of Theory of Planed Behavior. The objective of study is to construct the diffusion model of TWM subscribers upon system dynamics, then to seek the leading loop and high leverage of behavior through scenario analysis for consultation in policy design. The conclusion of study as following¡]1¡^if the operators take high allowance of GSM handset bundling contract sales, will trun up¡yThe self-limit to growing¡z. When the price competition between operators in the market, the policy will cause that TWM 3G actual subscribers are lower. The best revenue policy is to shorten GSM contract duration by handset price or ceasing GSM bundling contract sales schedule to be advanced.¡]2¡^If all the operators do not do the competition in price aggressively in oligopoly, the relationship between competitors will result in¡yThe rich more rich and the poor more poor¡z. The best revenue policy for operator is the tariff shall be divided into different stages to co-operate with network load and to acquire high data usage subscribers for the goal. It shall reduce the threshold of customer entry for the sake of increasing subscribers in the middle stage. There is an obvious discrenpancy between the best policy in simulation and operator taking. ¡]3¡^If the operators attempt to shorten the timetable of subscribers from GSM transfer to 3G as to shorten GSM contract duration, the network constructing policy should do dynamic policy co-operation with the leading indicator of subscribers diffusion. The scenario simulation upon system dynamics that the counter-intuitive phenomenon often contrasts to the operator¡¦s preconception, avoiding to the confined thinking in policy design.