Title :
Applying a decomposed theory of planned behavior to study the paying behaviors of a virtual community
Author :
Horng, Shwu-Min ; Lee, Yih-Yuh ; Wu, Chih-Lun
Author_Institution :
Dept. of Bus., Nat. Chengchi Univ., Taipei, Taiwan
fDate :
Nov. 29 2011-Dec. 1 2011
Abstract :
In this study, we adopt the decomposed theory of planned behavior (DTPB) as the research framework and apply some constructs of decomposed attitude, subjective norms, and perceived behavior control to explore the factors affecting the intentions of online users in virtual communities to become paying members. Structural equation modeling (SEM) was applied to analyze the results. Some conclusions are proposed.
Keywords :
social aspects of automation; social networking (online); DTPB; SEM; decomposed attitude; decomposed theory of planned behavior adoption; online user intentions; paying members; perceived behavior control; structural equation modeling; subjective norms; virtual community; Advertising; Analytical models; Communities; Mathematical model; Subscriptions; Tin; Web sites; Web 2.0; paying behavior; paying intention; theory of planned behavior; virtual community;
Conference_Titel :
Advanced Information Management and Service (ICIPM), 2011 7th International Conference on
Conference_Location :
Jeju
Print_ISBN :
978-1-4577-0471-0
