Predicting behavioural intention in a small business context

Keith E. Thompson · Paris Panayiotopoulos

34 citations0/0 files storedJournal of Marketing Practice Applied Marketing Science

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Behavioral Health and Interventions Decision-Making and Behavioral Economics Technology Adoption and User Behaviour

Abstract

Investigates the proposition that reasoned action theory can be successfully applied in the small business (dairy farmers) domain. That proposition is supported by the outcome and, in common with many other studies, attitude was found to be the main predictor of behavioural intention. The normative component does not improve the efficacy of the model, possibly because of the routinised nature of the behaviour under scrutiny or the expertise of the decision makers concerned. It seems likely that the influence of other people may be greater in new‐buy situations, but that influence is unlikely to involve the element of social obligation that is behind consumers’ tendency to comply with the expectations and beliefs of salient referents. Some recommendations for further research into the stability and generalizability of the findings are made.

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References

1991The theory of planned behavior 1951Coefficient Alpha and the Internal Structure of Tests 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 1985From Intentions to Actions: A Theory of Planned Behavior 1986Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control 1988The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research 1992A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action

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