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Examining trying as a mediator and control as a moderator of intention–behavior relationship
Author(s) -
Mathur Anil
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199805)15:3<241::aid-mar3>3.0.co;2-a
Subject(s) - moderation , psychology , structural equation modeling , theory of planned behavior , social psychology , control (management) , statistics , computer science , mathematics , artificial intelligence
This article presents a modified model of the theory of planned behavior by incorporating trying as a mediator and actual control as a moderator of the intention–behavior relationship. The revised model was tested with the use of structural equation models for eight commonly performed activities ( N = 240). Results provide general support for the model suggesting that intentions influenced the level of trying, which, in turn, influenced behavior. Correlation analysis employing Fisher's z transformation revealed that actual control moderated the relationship between trying and behavior. Implications of the findings are discussed. © 1998 John Wiley & Sons, Inc.