Abstract
The theory of planned behavior (TPB) since its apprerance about 30 years ago has been proved to be a powerful approach to explain human behavior. It has been successfully applied to a variety of behaviors. According to the theory, the consumer’s behavior is a function of intention to perform the behavior in question; the behavior is based on attitude, subjective norm, and perceived behavioral control; and these factors are determined, respectively, by behavioral, normative, and control beliefs. With the development of technology, the user-generated content (UGC) is considered as a part of electronic word of mouth created and shared between consumers, which has a major importance to marketers. This study explains why users are involved in creating content. The theory of planned behavior (TPB) has been used to explain this behavior. Through survey questionnaires in 10/2018, using SPSS 16 with 78 respondents who were asked about information related to the generated and shared content on the internet, the results showe that the user’s intention to generate content is determined by personal attitude, Subject norm, Perceived behavioral control.
Keywords: Theory of planned behavior (TPB), User-generated content (UGC), electronic Word of mouth (eWOM).
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
