Browsing by Subject "Theory of planned behavior (TPB)"
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    Factors influencing customer attitude and behavioral intention towards consuming dietary supplements
    (Assumption University Press, 2020) Krisana Kitcharoen ; Rawin Vongurai
    The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Structural equation model (SEM)to derive model fit and test thehypotheses.From all the factors in the TPB model, Informational influence (Subjective norm) andPerceivedbehavioral control did not have a significant influence on attitude and behavioral intention of the consumer of dietary supplements. Attitude is the strongest influence in shaping behavioral intention of a consumer. However even though normative influence (Subjective norm) isn’t directly significant towards behavioral intention, it doeshave some indirect effect.The findings of the researchshowedthat attitude about dietary supplements has the strongest influence toward behavioral intention. However even if Normative influence didn’t have a significant direct influence,it did have an indirect effect as normative influence is the strongest and only factor that influences their attitude. Hence when promotingdietarysupplementcompaniesshould focus onbuilding a strong and positive attitude about their product through favorable normative influence.This studyuses TPBto investigate factors influencing Behavioral intentionto consume dietary supplements in Bangkok, Thailand.
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    The moderation effect on the relationship between the TPB-based predictor variables and intention for healthy eating among Thai university students in Bangkok
    (Bangkok : Assumption University, 2019) Ruentip Poolthawee ; Mohanan, Santhosh Ayathupady
    The present study was conducted to explore the moderation effect of health science education, internal health locus of control, and gender on the relationship between theory of planned behavior (TPB)-based variables and intention for healthy eating among Thai university students in Bangkok. There are 199 participants in this study whom were recruited from two universities via convenience sampling. Questionnaire about TPB-based variables from previous research and Multidimensional health locus of control scale were utilized to access participants’ attitude towards healthy eating, subjective norms, perceived behavioral control, and intention for healthy eating, and internal health locus of control. The results from this study show that TPB is applicable with Thai university students in Bangkok. Furthermore, the results showed three moderation effects. The first two moderations are the moderation effect of internal health locus of control on the relationship between two TPB-based predictors variables (attitude towards healthy eating, subjective norm) and intention for healthy eating. Meanwhile, gender also moderate the relationship between subjective norm and intention for healthy eating. Hence, considering client’s level of internal health locus of control and gender are necessary because those moderator variables will promote the efficacy of healthy eating strategy for Thai university students in Bangkok.