Algılanan Davranışsal Kontrol, Ajzen'in Teorisinde Nasıl Konumlanır? Alternatif Model Analizleri

Yıl 2010, Cilt: 2010 Sayı: 2, 139 - 152, 01.06.2010

Elif Kocagöz Yunus Dursun

Öz

Anahtar Kelimeler

-

Algılanan Davranışsal Kontrol, Ajzen'in Teorisinde Nasıl Konumlanır? Alternatif Model Analizleri

Öz

Araştırmacılar tarafından sıklıkla kullanılan ve ampirik olarak bir çok kez test edilmiş bir sosyal-psikoloji teorisi olan planlanmış davranış teorisi, gerekçelendirilmiş eylem teorisine algılanan davranışsal kontrol değişkeninin eklenmesiyle türetilen bir teoridir. İki teori arasındaki tek fark olan ve planlanmış davranış teorisinin bel kemiğini oluşturan bu değişkenin davranışın açıklanmasına anlamlı oranda katkıda bulunduğu ortaya konmuş olsa da, model içerisindeki konumu ve davranışın gerçekleştirilmesindeki rolü literatürde ayrı bir inceleme konusu olmuştur. Bu çalışmanın amacı, algılanan davranışsal kontrol değişkeninin farklı modeller içerisinde işleyişini incelemektir. Bu doğrultuda, gerekçelendirilmiş eylem teorisi modeli ile planlanmış davranış teorisinin orijinal modelinden türetilmiş üç model ve literatürde yer alan bazı yaklaşımlardan yola çıkılarak oluşturulmuş iki alternatif model olmak üzere toplam altı model test edilmiştir. Analizler Lisrel programı kullanılarak yapısal eşitlik modellemesi yöntemiyle yapılmıştır. Model sonuçları karşılaştırıldığında ulaşılan en iyi modelde, algılanan davranışsal kontrolün niyet aracılığı olmaksızın davranışı doğrudan tahmin edebildiği sonucuna ulaşılmıştır. Kısıtlar ve izleyen araştırmalar için öneriler çalışmanın sonunda yer almaktadır

Anahtar Kelimeler

Planlanmış Davranış Teorisi, Gerekçelendirilmiş Eylem Teorisi, Algılanan Davranışsal Kontrol, Yapısal Eşitlik

Kaynakça

• Ajzen, I., (1985), “From Intentions to Actions: A Theory of Planned Behavior”, In J. Kuhl & J. Beckman (Eds.), Action Control, From Cognition to Behaviour, Springer-Verlag Berlin Heidelberg, 11-39.
• Ajzen, I., (1991), “The Theory of Planned Behaviour”, Organization Behaviour and Human Decision Process, 50, 179-211.
• Ajzen, I., (2002), “Residual Effects of Past on Later Behavior: Habituation and Reasoned Action Perspectives”, Personality and Social Psychology Review, 6, 107-122.
• Ajzen, I., (2007), Albarracín, D., Hornik, R., Prediction and Change of Health Behavior: Applying the Reasoned Action Approach, Mahwah, NJ: Lawrence Erlbaum Associates.
• Ajzen, I., Fishbein, M., (1977), “Attitude-Behaviour Relations: A Theoretical Analysis and Review of Empirical Research”, Psychological Bulletin, 84, 888-918.
• Anderson, J. C., Gerbing, D. W., (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, 103, 411-423.
• Armitage, C. J., Christian, J., (2003), “From Attitudes to Behaviour: Basic and Applied Research on the Theory of Planned Behaviour”, Current Psychology: Development, Learning, Personality, Social, Vol. 22, No. 3, 187-195.
• Armitage, C. J., Conner, M., (1999), “The Theory of Planned Behavior: Assessment of Predictive Validity and Perceived Control”, British Journal of Social Society, 38, 35-54.
• Armitage, C. J., Conner, M., (2001), “Social Cognitive Determinants of Blood Donation”, Journal of Applied Social Psychology, 31, 1431-1457.
• Arnscheid, R., Schomers, P., (1996), “Attitude and Performance in Groups: A Test of The Theory of Planned Behavior on Basketball Players”, Zeitschrift Für Sozialpsychologie, 27, 61-69.
• Başbuğ, G., (2008), Üniversiteden Yeni Mezun Olan Gençlerin İş Arama Davranışlarının Planlı Davranış Teorisi Bağlamında Araştırılması, Yüksek Lisans Tezi, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Psikoloji Anabilim Dalı.
• Bearden, W. O., Etzel M. J., (1982), “Reference Group Influence On Product and Brand Purchase Decisions”, Journal of Consumer Research, 9/2, 183-195.
• Bid J., Bank, B. J., Slavings, R. L., (1987), “Norms, Preferences, Identities and Retention Decisions”, Social Psychology Quarterly, 50(4), 322–337.
• Browne M. W., Cudeck, R., (1992), “Alternative Ways of Assessing Model Fit”, In Eds. Bollen Kenneth A, Long Scott J, Testing Structural Equation Models, Beverly Hills, CA: Sage, 136–62.
• Celuch, K., Goodwin, S., Taylor, S. A., (2007), “Understanding Small Scale Industrial User Internet Purchase and Information Management Intentions: A Test of Two Attitude Models”, Industrial Marketing Management, 36, 109-120.
• Choi, J., Geistfeld, L. V., (2004), “A Cross-Cultural Investigation of Consumer E-shopping Adoption”, Journal of Economic Psychology, 25/6, 821-838.
• Chung, C. C., Chang, S. C., (2005), “Discussion on the Behavior Intention Model of Consumer Online Shopping”, Journal of Business and Management, Vol. 11, 41-57.
• Conner, M., Armitage, C. J., (1998), “Extending the Theory of Planned Behaviour: A Review and Avenues for Further Research”, Journal of Applied Social Psychology, 28(15), 1429–1464.
• Cook, A. J., Kerr, G. N., Moore, K., (2002), “Attitudes and Intentions Towards Purchasing GM Food”, Journal of Economic Psychology, 23(5), 557–572.
• Eagly, A. H., Chaiken, S., (1993), The Psychology of Attitudes, Forth Worth, TX, Harcourt Brace Jovanovich.
• East, R., (1996), “The Effect of Experience of the Bases of Intention”, Paper presented at the Marketing Educators’ Conference, Strathclyde.
• East, R., (2000), “Complaining as Planned Behavior”, Psychology & Marketing, Vol. 17(12), 1077–1095.
• Erten, S., (2002), “Planlanmış Davranış Teorisi ile Uygulamalı Ders İşleme Öğretim Metodu”, Hacettepe Üniversitesi, Edebiyat Fakültesi Dergisi, 19 (2), 217- 233.
• Fishbein, M., Ajzen, I., (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
• Fishbein, M., (2007), “A Reasoned Action Approach: Some Issues, Questions and Clarifications”, Prediction and Change of Health Behavior, In Icek Ajzen, Dolores Albarracin, Robert Hornik (Eds.), Lawrence Erlbaum, 277-291.
• Godin, G., Kok, G., (1996), “The Theory of Planned Behaviour: A Review of its Applications to Health- related Behaviours”, American Journal of Health Promotion, 11, 87–97.
• Hagger, M.S., Chatzisarantis, N., Barkoukis V., Wang, J., Hein, V., Pihu, M., Soos, I., Karsai, I, (2007), “Cross- Cultural Generalizability of the Theory of Planned Behavior Among Young People in a Physical Activity Context”, Journal of Sport & Exercise Psychology, 29/1, 1-19.
• Hansen, T., Jensen, J. M., Solgaard, H. S., (2004), “Predicting Online Grocery Buying Intention: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior”, International Journal of Information Management, 24, 539–550.
• Hawkins, D. I., Mothersbaugh, D. L., Best, R. J., (2007), Consumer Behavior: Building Marketing Strategy, 10th International Edition, Irwin/McGraw-Hill.
• Hofstede, G., Hofstede, G. J., (2004), Cultures and Organizations: Software of the Mind, New York: McGraw-Hill.
• Hsu, T. H., Wang, Y. S., Wen, S. C., (2006), “Using the Decomposed Theory of Planning Behavioural to Analyse Consumer Behavioural Intention Towards Mobile Text Message Coupons”, Journal of Targeting, Measurement and Analysis for Marketing, Vol.14, Number 4, July, 309-324.
• Hu, L. T., Bentler P. M., (1999), “Cutoff Criteria for Fit Indices in Covariance Structure Analysis: Conventional Criteria versus Alternatives”, Structural Equation Modeling, 6(1), 1–55.
• Huchting, K., Lac, A., LaBrie, J.W., (2008), “An Application of the Theory of Planned Behavior to Sorority Alcohol Consumption”, Addictive Behaviors, 33, 538–551.
• Joreskog, K., Sörbom, D., (2001), LISREL 8 User’s Reference Guide, Scientific Software International.
• Kaiser, F. G., (2006), “A Moral Extension of the Theory of Planned Behavior: Norms and Anticipated Feelings of Regret in Conservationism”, Personality and Individual Differences, 41, 71–81.
• Kalafatis, S., Pollard, M., East, R., Tsogas, M. H., (1999), “Green Marketing and Ajzen’s Theory of Planned Behaviour: A Cross-Market Examination”, Journal of Consumer Marketing, Vol. 16 No. 5, 441-60.
• Kline, R. B., (1998), Principles and Practice of Structural Equation Modeling, NY: Guilford Press.
• Kocagöz, Elif; (2010), Kadınların Makyaj Malzemelerini Satın Alma Davranışlarının İncelenmesi: Planlanmış Davranış Teorisinin Bir Uygulaması, Erciyes Üniversitesi, Sosyal Bilimler Enstitüsü, Doktora Tezi, Kayseri.
• Lee, C., Green, R. T., (1990), “Cross-Cultural Examination of the Fishbein Behavioral Intentions Model”, Journal of International Business Studies, 21(2), 289-305.
• Loehlin, J. C., (1992), Latent Variable Models: An Introduction to Factor, Path and Structural Analysis, Second Edition, Hillsdale, NJ:Lawrence Erlbaum.
• Madden, T. J., Ellen, P. S., Ajzen, I., (1992), “A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action”, Personality and Social Psychology Bulletin, 18, pp. 3-9.
• Manstead, A. S. R., (2001), “Attitudes and Behavior”, In N. J. Smelser & P. B. Baltes (Eds.), International Encyclopedia of the Social and Behavioral Sciences, Oxford: Pergamon, 909-913.
• Möbius, M., (2003), “The Use of Item Parcelling in Statistical Analyses-A Research Example”, 2nd. European Conference on Research Methodology for Business and Management, 247-256.
• Notani, A. S., (1998), “Moderators of Perceived Behavioral Control’s Predictiveness in the Theory of Planned Behaviour: A Meta-Analysis”, Jorunal of Consumer Psychology, Vol.7(3), 247-271.
• Schermelleh-Engel, K., Moosbrugger, H., Müller, H., (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-fit Measures”, Methods of Psychological Research Online, 8(2), 23-74.
• Shaw, D., Shiu, E., (2002), “The Role of Ethical Obligation and Self-identity in Ethical Consumer Choice”, International Journal of Consumer Studies, 26, 2, June, 109–116.
• Shaw, D., Shiu, E., Clarke, I., (2000), “The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers”, Journal of Marketing Management, 16, 879-894.
• Şimşek, Ö. F., (2007), Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve Lisrel Uygulamaları, Ekinoks Yayınları, Ankara.
• Terry, D. J., Hogg, M. A., White, K. M., (1999), “The Theory of Planned Behaviour: Self-identity, Social Identity and Group Norms”, British Journal of Social Psychology, 38, 225-244.
• Triandis, H. C., (1989), “The Self and Social Behavior in Differing Cultural Contexts”, Psychological Review, 96(3), 506-520.
• Turan, A. H., Çolakoğlu, B. E., (2008), “Yüksek Öğrenimde Öğretim Elemanlarının Teknoloji Kabulü ve Kullanımı: Adnan Menderes Üniversitesinde Ampirik Bir Değerlendirme”, Doğuş Üniversitesi Dergisi, 9 (1), 106-121.
• Verbeke, W., Vackier, I., (2005), “Individual Determinants of Fish Consumption: Application of the Theory of Planned Behaviour”, Appetite, 44, 67–82.
• Wicker, A. W., (1969), “Attitudes versus Actions: The Relationship of Verbal and Overt Behavioral Responses to Attitude Objects”, Journal of Social Issues, 25, 41-78.
• Yılmaz, V., Çatalbaş, G. K., Çelik, E., (2008), “Yapısal Eşitlik Modellemesi ile Algılanan Değer, Memnuniyet ve Sadakat Arasındaki İlişkinin Araştırılması: Kredi Kartı Kullanımı Üzerine Bir Uygulama”, Bankacilar Dergisi, Sayı 64, 27-38.
• Yzer, M., (2007), “Does Perceived Control Moderate Attitudinal and Normative Effects on Intention? A Review of Conceptual and Methodological Issues”, Prediction and Change of Health Behavior, In Icek Ajzen, Dolores Albarracin, Robert Hornik (Eds.), Lawrence Erlbaum,111-129.