Decomposition and Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption


International Journal of Research in Marketing

July 1995, vol. 12, n°2, pp.137-156

Departments: Information Systems and Operations Management

The Theory of Planned Behavior, an extension of the well-known Theory of Reasoned Action, is proposed as a model to predict consumer adoption intention. Three variations of the Theory of Planned Behavior are examined and compared to the Theory of Reasoned Action. The appropriateness of each model is assessed with data from a consumer setting. Structural equation modelling using maximum likelihood estimation for the four models revealed that the traditional forms of the Theory of Reasoned Action and the Theory of Planned Behavior fit the data adequately. Decomposing the belief structures and allowing for crossover effects in the Theory of Planned Behavior resulted in improvements in model prediction. The application of each model to theory development and management intervention is explored