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Based on the Theory of Planned Behavior (hereafter TPB), this study aimed to empirically examine the influence of attitudes, subjective norms, and perceived behavioral control on companies' online advertising services (OAS) continuous adoption intention. Additionally, the study assessed the impact of self-efficacy, a second-order construct, on perceived behavioral control. Finally, the study attempted to determine the moderating impact of firm size on the relationship between the factors in the TPB model in the OAS context. A semi-structured outline was employed to discuss qualitative research, and data were collected from 1118 businesses in five of Vietnam's most populous cities using a structured questionnaire. The Partial Least Squares Structural Equation Modeling method validated the conceptual research model. The study's results suggest that the company's attitude toward online advertising services, subjective norms, and perceived behavioral control of the organization all affected the willingness to continue utilizing OAS. Furthermore, the research found that self-efficacy positively influenced behavioral control, a reflective notion. Furthermore, the result investigated the impact of business size on the relationship between the intention and attitude toward continued consumption of OAS and perceived behavioral control. Hence, the OAS business should improve the implications related to the TPB model for firms’ continuous adoption intention and evaluate firm size as the critical factor, which moderates the relationship between attitude and perceived behavioral control and continuous intention.
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