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behavior.
Subjective Norms represents the perception of others that influence the studied
representative.
Intention towards behavior represents the intention and motivation of individual
towards the specific behavior. Model of Theory of Reasoned Action is in Figure 2.13
Figure 2.13: Theory of Reasoned Action (Madden, Ellen, & Ajzen, 1992),
(Fishbein & Ajzen, 1975)
2.1.5.1.2 Theory of Planned Behavior
Theor y of Planned Behavior is the extension of Theor y of Reasoned Action model.
With the additional variable Perceived Behavioral Control which represents the
capability of performing a particular behavior. According to Ajzen, the greater the
attitude and subjective norms towards a specific behavior and greater perceived
behavioral control will contribute stronger individual’s intention to perform the-
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