Literature Review of Behavioral Intention

As we are going to study about the behavioral intention of Snake Brand Powder,
we first need to review the research that we have received in order to understand more on
the definition of behavioral and the model also. Furthermore, we will use this information
to define the variables for creating the model of behavioral intention of Snake brand
Powder which are discussed below.

1. Definition of Behavioral Intention

1.1 Lee and Littrell (2005)

An attitudinal model was proposed and empirically tested integrating internet
shopping value and web site attributes based on Fishbein and Ajzen’s (1975) Theory of
Reasoned Action (TRA). Fishbein and Ajzen’s (1975) TRA was used as the framework to
explain the structural interrelationships among internet shopping value, beliefs about the
web site, shopping attitude, and shopping intention. The TRA aims to measure behavioral
intention as prediction of actual behavior. Ajzen (1991) described that intentions are
“assumed to capture motivational factors that influence a behavior” and can also be a
measure of how much effort someone is willing to exert when performing a behavior.
Attitude is defined as an individual’s feeling, either positive or negative, about
performing the behavior.

1.2 Shih and Fang (2004)

Liao et.. al. postulated that the TPB only partly explained relationships, in that
Behavioral intention is a function of attitude and subjective norm.

1.3 Thompson and Panayiotopoulos (1999)

Behavioral intention (BI) is then decomposed into two components: attitude
towards the behavior (Aact) and subjective norm (SN).Attitude towards the behavior is
predicted by salient beliefs about a behavior (b), weighted by the subjects’ estimation of
the likelihood that performing that behavior will result in a given outcome (e). Subjective
norm is predicted by normative beliefs (Nb) about what relevant other people (salient

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referents) would advise, weighted by the subject’s motivation to comply (mc) with the
advice of those people. The extent to which the theory succeeds in predicting behavioral
intention is evaluated by means of linear multiple regression analysis.

2. Factors Predicting Behavioral Intention

2.1 Lee and Littrell (2005)

There are three factors that are used to predict behavioral intention which are
shopping value, web site attribute, and attitude toward shopping for cultural products on
the internet.

- Shopping value
The marketing literature acknowledged that consumers’ shopping values have two
components, utilitarian and hedonic values (Babin et al., 1994; Hirschman and Holbrook,
1982; Lesser and Kamal, 1991). Utilitarian shopping value relates to task-related and
rational shopping behavior, and results from conscious pursuit of an intended shopping
outcome. Consumers with utilitarian shopping value describe shopping as a work-
oriented task and evaluate shopping as accomplishment and/or disappointment over the
ability to complete the shopping task or the merits of acquired goods and services (Babin
et al., 1994). In contrast, hedonic shopping value involves pure entertainment, enjoyment,
or excitement offered through shopping experience. Consumers with hedonic shopping
value seek fun and playfulness from shopping more than a specific outcome (e.g. a
purchase) and describe the purchase of goods as incidental to the experience of shopping
(Babin et al., 1994; Hirschman and Holbrook, 1982).

- Web site Attribute

Turban et al. (1999) introduced a model developed by Lee Jae, which provides a
comprehensive framework for web purchasing situations. The model suggested that in
addition to product selection and properties of the goods themselves, there are various
features related to the web site, such as security, privacy, system reliability, speed of
operation, ease of use, and content quality that influence the shopping experience of the

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customer. other researchers focused on important web site attributes that would have a
positive effect on consumer shopping experience (Lohse and Spiller, 1998; Liu et al.,
2000; Schubert and Selz, 1998). Researchers (Lohse and Spiller, 1998; Liu et al., 2000;
Schubert and Selz, 1998) have stressed the importance of providing consumers with
useful information for products and allowing them to perceive that the web site has high-
quality content in both the text and the graphics. Products in stock and competitive prices
(Ernst and Young, 2001) were emphasized as important merchandising attributes for
online shopping. Visual appeal of the interface of the web site (Bell and Tang, 1998) and
interactivity between customers or between the company and customers (Shih, 1998)
were recognized as important aspects of the web site design. It was also critical to
provide easy navigational experience in search and ordering processes (Lohse and Spiller,
1998) as well as to prevent problems related to consumer privacy and transaction security
(Liu et al., 2000; Schubert and Selz, 1998). Quality of customer service such as quick
response to customers (Liu et al., 2000), accurate product delivery (Reibstein, 2001), and
ease of product return (Ernst and Young, 2001) were not to be ignored, but rather
carefully arranged through the web site.

- Attitude toward shopping for cultural products on the internet

Fishbein and Ajzen (1975) viewed that cognitions (beliefs) affect intentions
through their effect on attitude. They believed that people form and change their attitudes
based on product information processing and the information value of beliefs should be
processed into attitude, an affective evaluative dimension. However, other researchers
(Bagozzi and Burnkrant, 1979; Liska, 1984; Schlegel and DiTecco, 1982) suggested that
beliefs might affect behavioral intentions independently of the effect of attitudes. It was
argued that attitudes are not just the product of information processing, and belief
structures are frequently too complex to be completely captured in attitude. Therefore,
belief structures also influence intentions independently. The present study examined
both the mediated or indirect effect on beliefs through attitudes and the independent or
direct effect of belief structure on intention. It was hypothesized that beliefs about the
web site selling cultural products positively influenced intention to shop for cultural
products on the internet.

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2.2 Shih and Fang (2004)
There are six factors that are used to predict behavioral intention which are
relative advantage, compatibility, complexity, normative influences, efficacy, and
facilitating conditions.

- Relative Advantage
Related advantage refers to the degree to which an innovation provides benefits
which supersede those of its precursor and may incorporate factors such as economic
benefits, image, enhancement, convenience and satisfaction. Relative advantages should
be positively related to an innovation’s rate of adoption.

- Compatibility
Compatibility is the degree to which the innovation fits with the potential
adopter’s existing values, previous experience and current needs. Tornatzkey and Klein
(1982) find that an innovation is more likely to be adopted when it is compatible with the
job responsibilities and value system of the individual. Therefore, it may be expected that
compatibility relates positively to adoption. An innovation is likely to adopted to the
extent that it’s use of does not violate cultural or social norms.

- Complexity
Complexity represents the degree to which an innovation is perceived to be
difficult to understand, learn or operate. It is also defined as “the degree to which an
innovation is perceived as relatively difficult to understand and use.” Complexity would
be expected to have negative relationship to attitude. Complexity has been found to be an
important factor in the technology adoption decision.

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- Normative Influences
As for the structure of normative belief, while some studies have found support
for the decomposition of normative belief structures (e.g. Burnkrant and Page, 1988),
studies such as those by Shimp and Kavas (1984) and Oliver and Bearden (1985) have
failed to identify a multidimensional structure for nbjmcj. Therefore, as Taylor and Todd
(1995), we also should not provide additional insight into the decomposition of the
subjective norm.

- Efficacy
Self-efficacy (Ajzen, 1991), that is, being confident of the ability to behave
successfully in the situation (Bandura, 1977, 1982)

- Facilitating Conditions
“Facilitating conditions” (Triandis, 1979), which reflect the availability of
resources needed to perform a particular behavior. This might include access to the time,
money and other specialized resources.

2.3 Thompson and Panayiotopoulos (1999)

There are two factors that are used to predict behavioral intention which are
attitude and subjective norm.

- Attitude
Behavioral intention was found to be primarily determined by attitude (Aact).
Further analysis revealed a strong correlation of r = 0.45 between the global measure of
attitude (Aact) and the sum of outcome beliefs (Sbe). Correlations of the remaining
individual belief items with overall attitude indicated that the dominant reasons for
buying in dairy feed were uniformity of quality, followed by access to ingredients and
advice on feeding practice. The correlation between “cost” and attitude was so weak that
it is apparent that respondents did not believe that buying-in feed would reduce their
costs.

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- Subjective Norm
Inclusion of subjective norm in the model offered virtually no improvement
compared with a simple correlation between attitude and behavioral intention. The
presence of co linearity, and the correlation between the global measure of subjective
norm and attitude to behavior of 0.35 (p = <0.05) will have reduced the predictive power
of subjective norm in the equation, but only slightly. Another explanation is offered by
Shepherd and Farleigh (1986), who question whether the single item used for global
subjective norm is an adequate measure, and suggest that the sum of the individual norm
items might be a better predictor of behavioral intention. However, this was not found to be
the case (r = 0.17). Shepherd and Farleigh (1986) also cite, for example, Ajzen and
Fishbein (1969) in questioning whether inclusion of the motivational component
improves or actually detracts from the predictive power of the model. Ajzen and Fishbein
(1980) argue that, where the latter has been the case, it has been due to scoring the
motivational component as bipolar rather than unipolar. Shifting the zero point of the
scale in this way will affect the correlations in the multiplicative models used in reasoned
action studies so, following Shepherd and Farleigh (1986), this was tested by calculating
the correlations between the subjective norm and (a) the sum of normative beliefs ´
unipolar motivation score (r = 0.28) (b) the sum of normative beliefs ´ bipolar motivation
score (r = 0.30) and (c) the sum of unweighted normative beliefs (r = 0.25) (Table III).
These results differed from those reported in consumer studies by Shepherd and Farleigh
who found that a bipolar construct (b) resulted in a much lower correlation than the
unipolar construct (a), in support of Ajzen and Fishbein’s (1980) belief that “motivation
to comply” is a unipolar construct. Furthermore, complete removal of the motivational
component from the normative measure (c) did not result in any improvement.
Further decomposition of the normative element indicated that the dominant
normative influences were other farmers followed by feed company representatives.
However, as the normative element failed to increase the predictive power of the model
this finding should not be overemphasized

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3. Model of Behavior Intention

3.1 Lee and Littrell (2005)

3.2 Shih and Fang (2004)

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3.3 Thompson and Panayiotopoulos (1999)

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4. Conceptual Model of Behavioral Intention for Snake
Brand

Brand Perception
Popularity
Reputation
Image
Brand awareness

Quality Perception
Good smell
Safety
Comfortable (cold)
Anti-Bacteria

Behavioral
Intention of
Snake Brand

Product Attitude
Packaging
Availability
Variety
Product label

Perception on
Promotion Activities
Advertising
Social event
Discounting
Premium
Impressing on donation
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5. Why and How “Perception on Promotion Activities” on
Behavioral Intention of Snake Brand products?

In order to study about the variables that have the affect on the behavioral
intention of Snake Brand’s products, we have set the new variable that is “Perception on
Promotion Activities” that is divided into five factors which are Advertising, Social
Event, Discounting, Premium, and Impressing on donation.

1) Advertising
Advertising can conduct in many ways such as through television, through bill
board, or even through the magazines and these advertisements can directly effect the
consumers’ decision. Some advertisement can attract the consumer to buy the product.
Actually the thing that attracts the consumer is the content of the advertisement. For
example, the presenter that has been using in the advertisement like in the case of the
advertisement of Snake Brand that uses Dan&Beam which are the popular singer for
teenagers to be the presenters so if the people like Dan&Beam, they will buy the product.

2) Social Event
Social Event also has the effect on the purchasing decision of consumer too
because if the consumers perceive that the company care for the social or participate in
the social activities, in other word care for social means care for them (consumers), they
will perceive that the company is good and the products should be good too so they are
going to buy the products.

3) Discounting
As Thai people concern more on the price of the product and we are teach to
know the value of saving money so the discounting on price of the products will
absolutely affect the purchasing decision of Thai people. When there is any discount
products, the consumers are going to by that products even they never use or think of
buying that product because discounting means they can save their money for the other

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consumptions. So when the discounting increases, the more people are going to buy the
products.
4) Premium
Premium means the company may give the sampling products to consumer in
order to attract consumers to test their products and finally come to buy their products so
it also has the effect on consumers because when the consumers receive the sampling
product, they are going to test it and if the performance of the product is good, then they
will buy that product.

5) Impressing on donation
Donation can be the factors that we should consider, although it does not directly
affect the customer like in the case of advertising but it still has some effect. Donation
makes people feel good about the company. For example, when the company donate the
money to help people, the consumers will feel good on that company like in the case of
Snake Brand Company that donate their money to establish the Vongvanij Foundation in
order to provide the place for people who want to practice Buddha ‘s teachings. From that
donation of the company makes people feel that this company is ethical, they believe in
doing good thing according to the Buddha’s teachings so the products or the information
of this company can be trusted. Finally, the consumer will tend to buy their products.

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