This study is to propose alternative perspectives on the theory of reasoned action and the theory of planned behavior. Specifically. this study introduces A_o and cost factor in place of cognitive structure into the theory of reasoned action. In addit...
This study is to propose alternative perspectives on the theory of reasoned action and the theory of planned behavior. Specifically. this study introduces A_o and cost factor in place of cognitive structure into the theory of reasoned action. In addition, this study proposes PBC as a moderator in the influences of A_(act) and SN on BI, rather than an independent variable in the theory of planned behavior. Data collected by questionnaires were analyzed with structural equation modeling and moderated regression. The result appeared to support the authors` propositions. The authors` findings have theoretical meanings in that they modify the two existing attitude theories in the context of consumer purchasing behavior.