دانلود مقاله ISI انگلیسی شماره 126814
ترجمه فارسی عنوان مقاله

گسترش نظریه رفتار برنامه ریزی شده برای بررسی نقش پیش فرض احساسات منفی در قصد کانال: مورد یک محصول شرم آور

عنوان انگلیسی
Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
126814 2017 13 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 36, May 2017, Pages 8-20

ترجمه کلمات کلیدی
نظریه رفتار برنامه ریزی شده، چند کاناله، تک کانال، پیش بینی احساسات منفی، محصولات خجالت آور،
کلمات کلیدی انگلیسی
Theory of Planned Behavior; Multichannel; Single-channel; Anticipated negative emotions; Embarrassing products;
پیش نمایش مقاله
پیش نمایش مقاله  گسترش نظریه رفتار برنامه ریزی شده برای بررسی نقش پیش فرض احساسات منفی در قصد کانال: مورد یک محصول شرم آور

چکیده انگلیسی

The Theory of Planned Behavior (TPB) is successful in predicting consumer intentions for a wide variety of products and behaviors. However, little is known about how effective the TPB is when the behavior under study is embarrassing. To this end, this paper extends the TPB to create a conceptual model to examine the role of anticipated negative emotions on channel intention. An empirical study was conducted whereby the model was tested using survey data on the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK multichannel drugstore). The embarrassing nature of Regaine created differences in the importance that emotions played when consumers intend to purchase using face-to-face channels (such as the physical drugstore) as against multichannel options or the internet. The results were analyzed using partial least squares structural equation modelling (PLS-SEM). The effectiveness of the TPB was improved. The variance explained (R2 to intention) was 0.44% for the total sample, 49% for the drugstore, 58.4% for the internet, and 42.5% for multichannel.