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Applying a decomposed theory of planned behavior to study the paying behaviors of a virtual community

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3 Author(s)
Shwu-Min Horng ; Department of Business, Administration, National Chengchi University, Taipei 116, Taiwan, R.O.C. ; Yih-Yuh Lee ; Chih-Lun Wu

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.

Published in:

Advanced Information Management and Service (ICIPM), 2011 7th International Conference on

Date of Conference:

Nov. 29 2011-Dec. 1 2011