theory of planned behavior

Understanding the factors that cause the acceptance of a technology and creating the conditions under which the desired information technologies are accepted is one of the important researches in the field of information technology. The theory of planned behavior is one of the most important and famous theories of technology acceptance, so far more than 2000 valid articles have been written with the technology acceptance model, and there are more than 300 thousand references to Ajzen's theory of planned behavior (TPB) articles. The important thing that exists in the majority of related articles is that most of them use the relevant model without sufficient understanding of the dimensions, variables, methodology and even the reference article of TPB and the criticisms of this theory. In this article, first the theoretical foundations of theory of reasoned action (TRA) and the criticisms made to it, which led to the emergence of the TPB theory, and then the TPB theory of Ajzen and Fishben are discussed. Then, this theory was analyzed in detail with the method of content criticism and with the tool of collecting library studies and related articles and websites. The most researched in this research is about the intention and the relationship between intention and behavior, and the reasons for harming this relationship have been stated. Culture and the effect of new information and knowledge are other concepts that have been discussed in detail. Finally, there are suggestions for this theory and future researchers, as well as the challenges of criticizing the theory.

Perception of corruption and tax compliance are two basic issues of the country. This research has investigated the effect of perception of corruption and how affects tax compliance behavior with the theory of planned behavior. The research is applied in terms of purpose and from the point of view of the affirmative approach. In order to test the hypotheses, 397 taxpayers from Tehran tax offices are selected for a questionnaire survey and the data are selected using the structural equation modeling method, whose reliability-validity is standardized through Cronbach's alpha and the measurement of standardized factor weights; It is tested and analyzed. Based on the findings 1- The perception of corruption has a negative effect on the attitude and subjective norms of taxpayers. 2- attitude and subjective norms have a direct relationship with tax compliance intention. 3- Perceived behavioral control has no effect on tax compliance intention. 4- Compliance intention has a direct relationship with tax compliance behavior. 5- The perception of corruption with its negative and unfavorable effect on the attitude and subjective norms of taxpayers leads to a decrease in the level of willingness and behavior of taxpayers to comply with taxes. The commitment of political leaders in eradicating corruption, strengthening transparency and organizing agents can reduce corrupt behaviors, improve social commitment and taxpayers' compliance.

Self-efficacy is a useful concept to explain human behavior and also plays an important role in identifying the choice, level of effort and perseverance of individuals, and in today's society due to unemployment in various fields, the importance of entrepreneurship has increased. The main purpose of this study is to investigate the effect of entrepreneurial self-efficacy on entrepreneurial intention with the mediating role of components of the theory of planned behavior among students of Mashhad universities. This research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population included students of non-profit universities in Mashhad that 239 people were selected as the sample size using the sampling method in structural equation modeling. In order to collect data, a standard questionnaire was used, the face and content validity of which was confirmed in the formulation of items and in a quantitative dimension of factor analysis. The reliability of the instrument has also been calculated and verified through Cronbach's alpha and composite reliability. Data were analyzed using structural equation method using SPS25 and PiLAS3 software. Findings of this study show that entrepreneurial self-efficacy has a direct effect on the components of the theory of planned behavior and entrepreneurial intention, and entrepreneurial self-efficacy indirectly affects the intention of entrepreneurship through the components of the theory of planned behavior. Also, the components of the theory of planned behavior directly affect the entrepreneurial intention, among which the variable of attitude towards entrepreneurship has the greatest effect on entrepreneurial intention.

The objective of this study was to investigate the impact of entrepreneurship education on the tendency towards innovative (entrepreneurial) activities among higher education students in Tehran, using Ajzen's theory of planned behavior, and to compare the role of academic and non-academic education in this regard.

The statistical population of this study consisted of students from the top 5 universities in Tehran. A sample of 400 students was selected for the study. Structural equation modeling was used to test the research hypotheses.

The study found a positive and significant relationship between students' intention and tendency towards innovative (entrepreneurial) activities and their attitudes towards entrepreneurship, mental norms, perceived behavior control, academic training, and entrepreneurial skills. The study also confirmed the relationship between demographic characteristics and the intention of students' innovative activities.

Entrepreneurship education can be a valuable solution to promote innovative activities and create employment opportunities for higher education graduates. The study suggests that academic and non-academic education should be used together to enhance entrepreneurship education.

In the present study, the effect of digital technology support on entrepreneurial intention has been investigated according to the mediating role of the components of the theory of planned behavior. This research is applied in terms of purpose, quantitative in terms of approach, and descriptive-correlational in terms of type. The statistical population of the research included all students of the faculty of humanities of Imam Khomeini international university of Qazvin, 315 of whom were selected by random sampling. The data collection tool was the standard questionnaire, and structural equation modeling and Smart PLS3</sub> software were used to analyze the data. The results of the research showed that the variables of educational support, relational support, and structural support have a positive and significant effect on entrepreneurial intention. Personal attitude had a mediating role between relational support and educational support with entrepreneurial intention, and perceived behavioral control also had a mediating role between structural support and educational support with entrepreneurial intention. The findings of the research show the important role of supporting students in the digitalization process in order to encourage them towards entrepreneurship. Therefore, policy makers, government planners, and educational institutions can benefit from the results of this research to come up with strategies and solutions to encourage entrepreneurship among students.

 In the present era, the nature and view of business activity has changed and expectations from businesses in solving social problems have increased more and more, so examining the various approaches to these strategies and identifying the consequences can help how companies choose strategically in relation to Social Issues. A review of the literature reveals that the concepts in this field have undergone many changes and newer perspectives more emphasis on the way companies communicate with society. Therefore, the aim of this study is to provide a framework from an integrated and comprehensive perspective of social-based strategies that can have wider implications for society. The contribution of this study in theoretical value-added is that by examining the content of the formation of strategies that are conceptualized in this study social-based strategies, we reach a more comprehensive and systematic perspective that includes all the conditions and tools for achieving such strategies with specific consequences. Be. Thus, the problem of the present study, the reflection on the field of study and the development of existing reserves in this field, is based on a systematic research to clarify the way for researchers in the field of strategic management and economic actors.

 Sandelowski and Barroso (2006) models have been used to solve the problem and answer the researcher's questions and among the existing models for implementing the meta-synthesis method. For this purpose, for a deep understanding of the phenomenon, the interpretive approach was adopted and the meta-synthesis method was used to consolidate and expand the previous theories. Out of the total collection of reviewed articles, 66 qualified articles from all qualitative and quantitative researches related to the last 15 years have been included in English and Persian.

After studying and evaluating the content of articles and extracting related codes and concepts, the content of social-based strategies was identified. According to the literature, two responsible orientations of companies towards society, namely regulatory orientation and change orientation, form the content of social-based strategies, which were named as regulatory social-based strategies and inclusive social-based strategies. In fact, social-based regulatory strategies are among the strategies that have been previously discussed in the literature as social responsibility strategies related to the business core of and with the aim of gaining a competitive advantage. But inclusive social-based strategies include practices that are likely to go beyond the business core and lead to broader consequences such as inclusive development and community resilience. Findings also show that the content of these two types of strategies in several components including responsible orientation ;perspectives, values ​​and mission; level of analysis; dominant institutional logic; motivation and expected effects and emphasis on value; relationship with corporate governance; perspective or approach Dominance; strategic focus; broad-scale consequences; ultimate goal and orientation to society are different.

This study tried to help organizations by identifying social-based practices that have a strategic aspect to create purposeful programs and processes to improve the overall well-being of society and ultimately create synergistic value for the organization. Understanding the mechanisms that explain why and how companies are moving toward social-based strategies is also one of the most challenging topics in management studies. Our findings may serve as a springboard for further research to encourage firms to identify components and effective measures to formulate such strategies. It can also act as a practical tool for managing social-based strategies both at the company level and at the extra-organizational level. Finally, the aim of this study was to track the content components of corporate social-based strategies based on a review of the existing literature. To pursue this goal, it is clear from the literature review that there is no comprehensive approach to the content of social-based strategy with the aim and concern of solving social problems and finally broader consequences such as inclusive development and resilience of society and describe its distinction with social-based strategies such as They have a competitive advantage and a win-win relationship with society.

Tourism day by day is getting developed rapidly and has become one of the most effective industries in many countries. This study comes in view of the great significance of the influence of tourism field on other economic sectors, and in accordance with the increasing application of the concept of destination image in the tourism sector, where the mental image of a travel destination has an important role in convincing people to visit that place. So, Due to the increasing importance of tourism in today's world, the present study tries to design an appropriate and effective advertising strategy to reconstruct the mental image of tourists about crisis-prone tourism destinations. To achieve this goal, the theory of planned behavior, which is based on three elements (attitude, subjective norms, and perceived behavioral control), has been used in this research.

The current research is a descriptive-exploratory-analytical research. This research is based on a mixed method (qualitative-quantitative) in which grounded theory is used in the qualitative part and structural equation modeling and factor analysis are used in the quantitative part of the research. Data were collected in the first part of the research through interviews with Syrian and Iranian tourism industry experts, and then in the second part of the questionnaire, 425 participants who were divided between 246 women and 179 men, all of whom were educated, were collected. The sampling method in both sections was purposive sampling. To analyze data collected in the qualitative part, Atlas Ti software was used, and in the quantitative part of the research, structural equation modeling and factor analysis have been used. It should be noted that before modeling the structural equations, the sample adequacy test was examined through KMO indices and Bartlett's test, and the research variables were analyzed by LISREL 8.80 software. The main question of the research was:  How should the advertising strategy be designed to reconstruct the mental image of tourists?, And sub-questions which was designed to simplify finding the answer to the main research question, are: 1-Who is the target audience that will be influenced by the advertising strategy considered by the research?, 2-What should be the content of advertisements in the purpose of reconstruct the mental image of tourists in times of crisis in countries?, 3-What is the desired media for reconstructing the mental image of tourists?, 4-How often should the advertisement needed to reconstruct the mental image be repeated?

Based on interviews with experts, the dimensions of the required advertising strategy were determined, and then the elements of each of these dimensions were named. After that, in the quantitative analysis section, the questionnaire was built based on the results of the analysis of previous interviews, and it was conducted on a large group of participants, up to 425 participants. Accordingly, the following was found: according to the situation in Syria, the target audience should be neighboring countries or friendly countries. Agencies operating in foreign countries may also be considered as target audiences. The content of the ads is better to be the details of other people's travels, focusing on the desert, historical and ancient sites, places that were exposed to war, using a combination of types of ads that include video, photos, and posters. Media used include Facebook, websites, LinkedIn, TV shows, word of mouth, international tourism exhibitions, celebrities, and public figures. The role of embassies, tourism ministries of countries, and tourism companies also should be taken into consideration. Finally, about the number of times the ad is repeated, it is specified that the ad should be more than 4 times a day, and the ad should be used for a long time (at least 6 months). Regarding the factors related to the dimensions of the planned behavior theory, it has been identified that there must be several points in order for these dimensions to be effective and active. Elements related to attitude are: the honesty of the advertisement and the accuracy of its information, the effect of social media on people's feelings, perceptions and motivations , and variety and attractiveness of advertising ideas. About mental norms: Feeling comfortable and safe from getting feedback and face-to-face information about travel and destination tourism services from people who have already tried the travel experience, gather information about the beauty of the destination and its scenic and historical areas, the impact of the celebrities' lives, experiences and the information they provide to people on increasing people's desire to travel. Recently, regarding perceived behavioral control: showing the return of security to the tourist destination in advertising, demonstrate the efforts of governments to protect their citizens and restore security to their country in ads, use the domestic tourist trips' records and videos , where tourists are happily and safely travels between beautiful areas and destinations that have already been exposed to war.Discussion and

In the end, based on the results of the qualitative and quantitative data analysis, an appropriate advertising strategy was designed to reconstruct the mental image of tourists for the crisis-hit countries, especially consistent with the special conditions experienced by Syria. Where this strategy is built on four dimensions which are the target audience, the content, the media and the number of ad repetitions to obtain the best results desired from it.

Knowledge sharing among faculty members of universities and higher education centers is very important; Because it activates them in a competitive process in order to create and produce knowledge and finally share it. The current research was conducted with the aim of investigating the role and extent of influence of various factors in knowledge sharing among university faculty members and based on the theory of planned behavior. The approach of quantitative research and its descriptive method is causal and cross-sectional in terms of time. The statistical population of this research included all faculty members of the Non-Governmental University of Science and Culture in the number of 103 people, and the required sample size among them was determined as 81 people based on Cochran's formula. The classification sampling method is based on the selection of university faculties as a class.In order to collect data, the questionnaires of knowledge sharing, organizational atmosphere, intention, attitude and mental norm of Bok et al. (2005), the perceived behavior control questionnaire of Al-Suyidi (2014), the trust questionnaire of Kim and Joe (2008) and the leadership questionnaire of Ridge (2005) were used. has been The method of structural equation modeling in the method of partial least squares has been used in order to analyze the data. The findings of the research have shown that from the point of view of faculty members, the significant relationship between organizational climate and knowledge sharing and also the significant relationship between intention, attitude and mental norm with knowledge sharing have been confirmed.

The effectiveness of development centers i.e. the meaningful development of participants in one or more competencies in a given period of time depends on the behavioral reaction of participants to the received developmental feedback, conducting the proposed developmental activities. In the form of a case study, this study has identified the predictions of the intention of behavioral reaction of development centers’ participants to developmental feedback in the Information and Communication Technology Organization of Tehran Municipality based on the Theory of Planned Behavior. The results of the analysis of the data, obtained from the interview with 12 cases, showed that the participants of the development centers intend to react behaviorally to the received feedback i.e. conduct the proposed developmental activities, if they first, have a favorable attitude towards the developmental activities and; second, have favorable subjective norms to perform the proposed developmental activities; third, perceive that they have behavioral control over the proposed developmental activities; and fourth, have carried out developmental activities in the past.

Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them.

This paper investigates the effect of three personality traits, including risk taking (RTP), locus of control (LoC), and proactive personality (PP), on students' entrepreneurial intention, given the mediating role of planned behavior model (TPB). It is also the purpose of this study to examine the difference between the first group, having entrepreneurship education or previous experience (themselves or their parents), and the second group not having these characteristics. This research is a quantitative and a correlation- descriptive study. Data were collected using a questionnaire and classified random sampling. Statistical population is all students of Shahed University. In this study, Structural Equation Modeling and Partial Least Squares (SEM-PLS) were used in a sample of 443 individuals. The results confirmed the validity of the TPB model in predicting students' entrepreneurial intention. RTP and LoC had a direct and positive effect on entrepreneurial intention but PP did not have a significant direct effect on entrepreneurial intention. In examining the mediating effect, it was found that all three components of the TPB mediate the relationship between personality traits and intention, either partially or competitively or fully. The two groups of students also had significant differences in some relationships

A review of the literature shows that little research has been done identifying factors influencing social entrepreneurial intentions in Islamic contexts. Using a narrative method, in-depth semi-structured interview and purposive sampling method, this applied qualitative research is conducted to identify these factors among social entrepreneurs in Iran. The results show that individual factors (i.e., Islamic beliefs and assumptions including belief in the hereafter and heavenly reward, optimism to humans, hope for the future, social responsibility and social commitment, Infagh and helping others, mission-oriented, Barakah and peopling the land, psychological factors including compassion, conscience, and benevolence; human capital including prior entrepreneurial experience, prior social experience and education; perceived personality traits including extraversion, autonomy, need for achievement and internal locus of control; financial capital; and special events in childhood) and environmental factors (i.e., family values and behaviors, role models, social communities' activities, positive attitude of the society towards social entrepreneurship, perceived social problems, and legal factors including tax benefits and ease of startup) are factors influencing social entrepreneurial intentions.

Marketers and researchers have attracted to luxury bands in recent years. This paper is discussing the factors that affect purchase intention of luxury brands by applying the generalized theory of planned behavior. This research is in the field of applied research and is a descriptive one. Statistical population of this research, are consumers of Dorsa Leather brand in Tehran. This study was conducted by distributing questionnaires among 390 Dorsa Leather consumers by cluster sampling method.The Data was analyzed by structural equations with partial least squares approach. Furthermore, SPSS and Smart PLS software were utilized for analyzing process. The result indicates that attitude, perceived behavioral control and group conformity are the main factors that tend to influence purchase intention of luxury brands. Meanwhile, according to the result, subjective norms and face-saving have no significant effect on purchase intention. The variables of face-saving and group conformity had positive and significant impact on attitude and they also have positive and significant impact on purchase intention through attitude.

The extending role of information technology ån human life and businesses put more concern on the moral consequences of this emerging technology. Ethics in information technology focuses on a wide range of topics including intellectual property, access, privacy, security. In order to study the influential factors on observing the ethics of information technology, the research model was developed based on the theory of planned behavior and gender has been considered as a moderating variable. This study is an applied research using survey method. The research population was students from University of Tehran and Shahid Beheshti University. The research questionnaire were distributed among students using random convenience sampling method. The developed hypotheses were testes by structural equation modeling using AMOS software. Based on the result, belief system, personal value, personal environment, self-efficacy and legal environment have indirect influence and subjective norms and behavioral intention have direct influence on information ethics observation by students. Moreover, the result showed students’ gender moderates some relationships in the proposed models.

Policy Makers considered motivating people to investing in stock exchange by different tools and motives. Accurate knowledge of factors affect people intention to invest in stock market can improve policy maker’s decision making. This study try to predicting people intention to invest in stock market using theory of planned behavior. Survey research based on 169 completed questionnaires of Tehran city residents applied. Multiple regression results indicated that subjective norms has no significant effect on investing intention in stock market (β=0.048; t=0.697). Analysis also revealed Perceived behavioral control has positive impact on the investing intention in stock market (β=0.343; t=6.131). Research found additionally that cognitive and affective attitude have positive impact on the investing intention in stock market respectively (β=0.173; t=2.731) and (β=0.442; t=7.162).

In recent years mobile devices popularity has led the education industry to look for ways to use them as learning tools for users to achieve self-learning anytime and anywhere. Since understanding the factors affecting the adoption of any new technology is the first step in its implementation, the main objective of this study is to identify factors affecting the mobile learning adoption. Hence, the theory of planned behavior was used as theoretical foundation in order to achieve this goal. The study population consisted of 318 management students of two major universities in Iran. In order to test the hypotheses proposed by the research model, structural equation model was used by Lisrel software. The results showed that the three main variables of the theory of planned behavior have direct and significant relationship with behavioral intention. The relationship between perceived ease of use and perceived usefulness with attitude and the relationship between learning autonomy and perceived behavioral control were not confirmed.