Open AccessA Validation of Ajzen’s Theory of Planned Behavior: Prescribing Behavior of Otolaryngologists during COVID 19 Pandemic in Pakistan
Author(s) -
Saima Batool,
Yasir Khan,
Fatimah Azhar Masood,
Ayesha Sarfaraz
Publication year - 2021
Publication title -
journal of business and tourism
Language(s) - English
Resource type - Journals
eISSN - 2521-0548
pISSN - 2520-0739
DOI - 10.34260/jbt.v7i1.216
Subject(s) - theory of planned behavior , affect (linguistics) , psychology , feeling , pandemic , social psychology , control (management) , applied psychology , family medicine , medicine , covid-19 , management , communication , disease , pathology , infectious disease (medical specialty) , economics
The objective of this investigation was to uncover the magnitude of unethical promotion practicesemployed by pharmaceutical firms on Otolaryngologists and decide if the acknowledged giftsimpacts their feelings with respect to gifts received. It intends to evaluate the perceptions/attitudeof doctors towards gifts offered by pharmaceutical organizations, and impact of these gifts onprescribing behavior. The purpose is to explore whether attitude toward the behaviorsignificantly affect intention; and whether subjective norm significantly affect intention andwhether perceived behavioral control significantly affect intention. The study explores whetherintention significantly affect prescribing behavior and whether perceived behavioral controldirectly significantly affect prescribing behavior. The “Theory of Planned Behavior” TPB allowssuch appraisal and is utilized for assessing anti-biotic use. After the preliminary analysis,thereview was dispersed amongst doctors in an open private training medical clinic and facilities.196 finished surveys were gotten out of 397 Otolaryngologists, (50.5% adjusted reaction rate). Utilizing multivariate examination, the general expectation toward endorsing antibiotic was not truly unsurprising (model R2 = .134). PBC (relative weight = .354) was the main noteworthy indicators. Our exploration structure can additionally be utilized by policymakers to plan and assess intercessions that may adjust the association between doctors and patients to enhance anti-biotic solutions among COVID 19 patients for various districts and age groups. This methodology gives a structure to create strategy experiences by different partner gatherings. It gives an apparatus to policymakers to research different mediation arrangements.