THEORY OF PLANNED BEHAVIOUR (TPB)
- Icek Ajzen, a social psychologist and an academician (picture) came out with the theory of planned behavior in 1985 which was based on a previous theory, the theory of reasoned action.
- TPB is a psychological theory that studies and predicts human behaviors and actions.
- A lot of academicians and researchers have utilized TPB to investigate human beliefs, attitudes, and also behavioral intentions.
- Prior studies which used TPB include those which emphasize the issue of health-related behaviors, environmental psychology, and voting behaviors.
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| Figure 1 Research Framework |
There are 13 items under the measurement of
independent variables, 2 mediating variables and 6 items under the measurement
of a dependent variable. All items of the variables are adapted from main
journal Factors Affecting
Customer Satisfaction and Loyalty in Online Food Delivery Service during the
COVID-19 Pandemic: Its Relation with Open Innovation. These items are then used in the questionnaire for the measurement
of variables.
VARIABLE IDENTIFICATION
Independent Variable: Hedonic Motivation (HM), Information Quality (IQ), Price (P), Promotion (PRO)
Mediating Variable: Intention to Use (ITU), Actual Use (AU)
Dependent Variable: Satisfaction and Loyalty (SL)
