Theory of Planned Behavior Dalam Penelitian Sikap, Niat dan Perilaku Konsumen  

Oleh:

Dharmmesta, Basu Swasta

Jenis: Article from Bulletin/Magazine
Dalam koleksi: KELOLA Gadjah Mada University Business Review vol. VII no. 18 (1998), page 85-103.
Topik: BEHAVIOUR; consumer behavour; psychology; theory of reasoned action; theory of planned behaviour; belief; attitude; intention; control

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: KK11.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Models or theories of consumer behaviour derive for the most part from the behavioural sciences. One major theory developed by socila psychologists such as ajzen and fishbein emplying a congnitive approach, is the theory of reasoned action. This theory states that consumer behaviour can be predicted to a large extent from their behavioural intentions and and that behavioural itnention itself is assumed to be a good criterion for such predictors as attitutdes towards behaviour and subjective criterion for such predictors as attitudes towards behaviour and subjective norms. Ajzen then developed the original theory by adding a new variable as an independent predictor, paraller to attitudes and subjective norms, as the intentions. The new variables is known as perceived behavioural contorl. This variable can also predict intended behaviour. This article discussed the so - called theory of planned behaviour and its empirical support.

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