As the continuous waves of new technology, there has been an explosion of electronic access to government information. It has undeniably not only led to a dramatic change in the way people communicate, but also increased the ability of institutions, businesses and individuals to channel information. Among various formats of electronic access, the World Wide Web (WWW) is the most powerful way to disseminate information. Governments are well placed to take advantage of the Internet's ability to disseminate electronic documents quickly, cheaply and efficiently. Moreover, as new communication technologies make it possible to establish a closer relationship between citizens and their governments, it is increasingly likely that the Internet's role in the political process will evolve beyond the mere dissemination of information. The intention of this study is to compare the Technology Acceptance Model to a traditional version and a decomposed version of the Theory of Planned Behavior in terms of their contribution to the understanding of the government web sites usage. Data from a field study of 207 students are used to test these models using structural equation modeling. The results are concluded as follows: The coefficient of determination R2BI of the Decomposed Theory of Planned Behavior is about 0.4, in other words, approximately 40% of the variation in behavioral intention is explained by linear regression of behavioral intention on attitude, subjective norm, and perceived behavioral control. In the view of behavioral intention, the explanatory power of the Decomposed Theory of Planned Behavior is equivalent to the Technology Acceptance Model, and is moderately better than the Theory of Planned Behavior. There are several managerial implication. First, the designers of the government web sites should pay more attention to understand the information need of users, not just put effort on technical level. Second, Ease of use with readable format is the best discipline of the government web sites design. Third,. The designers may have to enrich the content of the government web sites so as to enhance intention of users.

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Knowledge has been recognized as one of the most important valuable resources for organizational competitiveness in our information society. Consequently, many organizations are implementing knowledge management systems. Yet, as the old saying ¡§actions speak louder than words¡¨ suggest, they are finding out that the actual level of knowledge sharing has lacked behind the espoused excitement. In this study, we attempt to investigate the psychological mechanisms that underlie people¡¦s inaction in knowledge sharing knowledge even though they understand the benefit. Specifically, we focus on the relationship between individual¡¦s cognition and behavior of knowledge sharing in a virtual community. The site that we choose for observation is SCTNet (http://sctnet.edu.tw/index.htm), which is a website designed for sharing knowledge by teachers of primary and middle-high schools. It allows them to upload/download files and to provide electronic forums for sharing their innovations. This study applies the Theory of Planned Behavior and the Action Control Theory to examine factors that may influence individual¡¦s intention and behavior of knowledge sharing in a virtual community. The results are useful to understand the dynamics of knowledge sharing in virtual community and provide insights for mangers of knowledge management systems. Keywords¡GKnowledge Management, Theory of Planned Behavior, Action Control Theory

Competing in the age of knowledge economics, we have faced a whole new regimentation since the traditional production elements become the secondary resources, the knowledge is exactly the primary resources to business. To multiply the knowledge value, business have to advocacy the concept of knowledge sharing as the more knowledge the employees share, the more worth the business have. In this study, we propose a knowledge sharing model based on the Theory of Planned Behavior to study how the IS personnel behave in their respective practices concerning knowledge sharing. Also, through reviewing of knowledge management and knowledge sharing literature, we have identified several antecedents contributing to knowledge sharing behavior and those affecting attitude, subjective norm, and perceived behavioral control. In validating our research model with SEM, our data supported all the individual causal paths postulated by TPB except the relationship from subjective norm to knowledge sharing intention. The importance of significant antecedents such as expected associations, expected loss, altruism, and task interdependence have impacted on the attitude toward knowledge sharing; the affect-based trust and task interdependence have impacted on the subjective norm, also, the resources fit has impacted on the perceived behavioral control. The result will be useful to both the academic and business in their advocacy of the conduct of knowledge sharing.

The researches applied theory of planned behavior(TPB) are enormously inpliemented.Also there are some researches with theory of planned behavior address training programs in organizations.Althougtht training programs are an important compotent in most of companies,little theoretical guidance is available for their implementation in information technology services industry This research proposes the behavior model originated from Ajzen¡¦s (1985)theory of planned behavior(TPB) to understand how employees¡¦ attitude, subject norm and perceived control behavior determinants of employees¡¦ behavior in training programs. Data were collected from a company of information service industry in Taiwan. The results indicate traning programs must be suitable and acceptable to employees, otherwise, it wouldn¡¦t change employee¡¦s attitude toward training programs even they have plenty of choices and opportunities. Personl attidute and subject norm predicts employees¡¦ behavior, salient individuals or groups, such as supervisors, co-workers¡A friends and families affact employees¡¦ behavior much more than their personal attitudes. The results only partially support the theory of behavior because information service industry is a highly skilled required. Employee who has willing to attend the training program is by personal professional needs instead of the self convinence level to training attendance or the diversites of training programs. This research provided factors affect intensions of employees¡¦ behavior in training programs and would be instructive suggestions to better understandig of training programs development in the future.

Behind ¡§e-mail¡§, ¡§BBS¡¨, ¡§Instant Messenger¡¨, weblog is regarded as the fourth kind of ¡§killer application¡¨ of the Internet. Therefore, ¡§weblog usage behavior¡¨ becomes a popular issue to study in not only industry but also academia. However, there is still not a complete framework to explain the motivation of blog usage and the influence factors. This research extends the ¡¥Attitudinal Belief Structure¡¦ of ¡¥Theory of Planned Behavior¡¦ and discusses which personal values among social value, utilitarian value, hedonic value and psychological value are the main motivations to use blog. In addition, we look into ¡¥past use¡¦, ¡¥attachment styles¡¦, ¡¥information recipients¡¦ and ¡¥blog type¡¦ deeply to find out which influence factors moderate the research model. This study used survey method to collect data from the Internet users and use PLS to analyze it. The result found the social value and psychological value are significant motivations among four personal values, and the influence of hedonic value is comparatively week. Then, the influence of personal value on blog usage intention is generally weaker among heavier users than among lighter users. Otherwise, psychological value influence people with preoccupied attachment style less. However, when the information recipients of blog trend to intimate friends, psychological value becomes more important. Finally, as types of blog are different, the influence of user¡¦s psychological value on future usage intention will be different. In sum, we extend the ¡¥Attitudinal Belief Structure¡¦ and renew it with social psychological theories to build a complete model. The research model can offer future study a framework to refer, and give weblog .com several marketing suggestions.

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