The purpose of this research is to extend a new model based on Ajzen’s(1991) Theory of Planned Behavior(TPB), to predict golfers" intention and behavior, including Self-identity as an additional predictor variable in order to explain the explanatory...
The purpose of this research is to extend a new model based on Ajzen’s(1991) Theory of Planned Behavior(TPB), to predict golfers" intention and behavior, including Self-identity as an additional predictor variable in order to explain the explanatory capability of the TPB.
Questionnaires focused on attitude, subjective norms, perceived behavioral control, self-identity, behavioral intention and behavior are administered to a sample of 276 China golfers. Establishing validity through confirmatory factor analysis(CFA), and structural equation modeling(SEM) are used to measure the relationships among various variables of golf participation behavior.
Self-identity predicted golf intentions, above and beyond the effect of the TPB variables. Moreover, self-identity showed a significant effect with TPB-intention predictors. Self-identity forecasted behavior, but had no unique main effect on behavior in the TPB framework.
The results suggest that self-identity operates as a predict factor in golf participation that interact with TPB variables in a characteristic way. The results will help managers of golf club create efficient marketing strategies to improve their performance.