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Social Behavioral Intention Case Study

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Public transport social’ behavioral intention is an important factor that should be managed well and effectively by public transport service provider. This because behavioral intention can provide many strategic advantages, such as increased in the number of public transport service users, positive word of mouth communication, and increased in revenue. Furthermore, passenger loyalty can be maintained through passengers’ behavioral intention and it is also a effective weapon to attract the new ones. (Jen, W. & Tu, R. & Lu, T, 2011) Regarding to our study, public transport passengers’ behavioral intention also known as passengers’ loyalty, is defined as the passengers’ high commitment to maintain using same public transport services even though …show more content…

However, Ajzen (1988) conceded that the theory of reasoned action was developed explicitly to deal with purely volitional behaviors. The theory of planned behavior (TPB) was proposed by Ajzen, is an extension of the TRA which designed to predict behaviors not under complete volitional control. TPB includes the additional measures of control beliefs and perceived behavioral control (see Figure 1). The proposed relationship between perceived behavioral control and behavioral intention is based on two assumptions. First assumption is increase in perceived behavioral control will result in an increase in behavioral intention and the likelihood of performing the act. Second, perceived behavioral control will influence behavior directly to the extent that perceived control reflects actual control (Armitage & Conner, …show more content…

In this case, attitude refers to beliefs about the degree to which the result are evaluated as positive or negative, whereas subjective norm indicates beliefs about normative expectations of others as well as motivation to meet with these expectations. Perceived behavioral control can be defined as the perceived ease or difficulty of performing a behavior. This factor was postulated to reflect past experience and the expected impediments of respondents in conducting a behavior (Ajzen, 1988). According to TPB, the stronger intention to perform a behavior is usually associated with the more favorable the attitude and subjective norm towards the behavior and the greater the perceived behavioral

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