Confidence in Understanding and the Subjective Norm's Ability to Predict Behavioral Intention
| Main Author: | Eric Langstedt |
|---|---|
| Format: | Article |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
https://zenodo.org/record/4817815 |
Daftar Isi:
- The subjective norm has been an inconsistent predictor of behavioral intention in the theory of reasoned action model. This analysis examined an explanation found within health communication research, testing it in a consumer behavioral context. The current study examined whether confidence in perceptions influences the utility of the normative measure as a predictor of purchase intention. Respondents were asked to consider two purchase decisions. Results indicate that the level of confidence people have in their understanding of normative beliefs influences their use of the subjective norm as a predictor of purchase intention. Differing from previous studies that suggest behavior is either attitudinally or normatively directed, the subsequent analysis found purchase decisions to be attitudinal when confidence in perceptions of relevant others is low, and normative when confidence in perceptions of relevant others is high