An Extended TPB Model to Explain Potential Respondents' Intention to Participate in Web-Based Surveys

This study proposes an extended TPB model integrating two constructs: trust and personal Web innovativeness (PWI) to explain the intention of potential respondents to participate in web-based surveys. Structural equation analysis reveals 1) that attitude, perceived behavior control, trust, and personal innovativeness have significant influence on potential respondents' intention, whereas the correlations between the social norm and intention and between trust and perceived behavior control are insignificant, and 2) that the extended model improves the power of behavior prediction significantly. The results, on the one hand, verify the usefulness of the TPB to understand (non) participation in web-based survey, and on the other hand demonstrate the necessity to integrate the Trust and PWI into the TPB model in order to induce the prediction power of the model applied to the realm of Web-based survey. The paper concludes with some important implications for both theory research and implementation strategies.