PERILAKU MENCOBA BELI: SEBUAH KAJIAN ANALITIS MODEL BAGOZZI-WARSHAW UNTUK PANDUAN PENELITI

Basu Swastha Dharmmesta

PERILAKU MENCOBA BELI: SEBUAH KAJIAN ANALITIS MODEL BAGOZZI-WARSHAW UNTUK PANDUAN PENELITI

Basu Swastha Dharmmesta^(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract

Theory of reasoned action (Ajzen and Fishbein, 1980) and its’ further development, called theory of planned behaviour (Ajzen, 1987), according to Bagozzi dan Warshaw (1990), need to be reviewed in more detail especially on the behavioural aspect. The later theory emphasises more on behaviour of trying (trying to act something, such as trying to purchase or trying to use), instead of the behaviour itself. Trying is perceived as a more appropriate criterion for an individual who intend to try. Position of other variables does not relatively change as shown by those, other than its’ behavioural aspect, in the theory of planned behaviour. Predictive power of the model is estimated to be higher than the previous two models.

Full Text:

PDF

References

Abelson, R. P. (1981), “Psychological status of the script concept,” American Psychologist, Vol. 36, pp. 715-29.

Ajzen, I. (1987), “Attitudes, traits, and actions: dispositional prediction of behaviour in personality and social psychology.” In: L. Berkovitz (ed.) Advances in Experimental Social Psychology, Vol. 20, Academic Press, San Diego, CA, pp. 1-63.

Ajzen, I. And M. Fishbein (1977), “Attitudebehavior relations: A theoretical analysis and review of empirical research,” Psychological Bulletin, Vol. 84, pp. 888918.

Ajzen, I. and T. J. Madden (1986), “Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioural control,” Jounal of Experimental Social Psychology, Vol. 22, pp. 453-74.

Bagozzi, R. P. (1981), “Attitudes, intentions, and behavior: A test of some key hypotheses,” Journal of Personality and Social Psychology, Vol. 41, pp. 607-27.

Bagozzi, R. P. (1986), “Attitude formation under the theory of reasoned action and a purposeful behaviour reformulatin,” British Journal of Social Psychology, Vol. 25, pp. 95-107.

Bagozzi, R. P. (1992), “The self-regulation of attitudes, intentions, and behaviour,” Social Psychology Quarterly, Vol 55, pp. 178204.

Bagozzi, R. P. (1993), “On the neglect of volition in consumer research: a critique and proposal, "Psychology and Marketing, Vol. 10, pp.215-237.

Bagozzi, R. P; H. Baumgartner; and Y. Yi (1992a), “Appraisal processes in the enactment of intentions to use coupons,” Psychology and Marketing, Vol. 9, pp. 469-86.

Bagozzi, R. P; H. Baumgartner; and Y. Yi (1992b), “State versus action orientation and the theory of reasoned action: an application to coupon usage,” Journal of Consumer Research, Vol. 18, pp. 505-18.

Bagozzi, R. P. and P. R. Warshaw (1990), “Trying to consume,” Journal of Consumer Research, Vol. 17, pp. 127-40.

Bagozzi, R. P. and P. R. Warshaw (1992), “An examination of the etiology of the attitudebehavior relation for goal-directed behavior,” Multivariate Behavioral Research, Vol. 27, pp. 601-34.

Bagozzi, R. P. and S. K. Kimmel (1995), “A comparison of leading theories for the prediction of goal-directed behaviour,” British Journal of Social Psychology, Vol 34, pp. 472-61.

Bagozzi, R. P. and Y. Yi (1989), “The degree of intention formation as a moderator of the attitude-behavior relationship,” Social Psychology Quarterly, Vol. 52, pp. 266-79.

Bagozzi, R. P; Y. Yi; and H. Baumgartner (1990), “The level of effort required for behavior as a moderator of the attitudebehavior relation,” European Journal of Social Psychology, Vol. 20, pp. 45-59.

Bandura, A. (1977), Social Learning Theory. Prentice-Hall, Englewood Cliffs, NJ. Bandura, A. (1986), Social Foundations of Thoght and Action: A Social Cognitive Theory. Prentice-Hall, Englewood Cliffs, NJ.

Beale, D. A. and A. S. R. Mansted (1991), Predicting mothers’ intentions to limit frequency of infants’ sugar intake: Testing the theory of planned behavior,” Journal of Applied Social Psychology, Vol. 21, pp. 409-31

Bem, D. (1972), “Self perception theory.” In L. Berkovitz (Ed.), Advances in Experimental Social Psychology, Vol. 6, Academic Press, San Diego, CA, pp. 1-62.

Bentler, P. M. and G. Speckart (1979), “Models of attitude-behavior relations,” Psychological Review, Vol. 86, pp. 452-64.

Bentler, P. M. and G. Speckart (1981), “Attitudes ‘cause’ behaviors: A structural equation analysis,” Journal of Personality and Social Psychology, Vol. 40, pp. 22638.

Bohner, G; G. B. Moskowitz; and S. Chaiken (1995), “The interplay of heuristic and systematic processing of social information.” In W. Stroebe and M. Hewstone (Eds.), Europen Review of Social Psychology, Vol 6, Wiley, Chichester, pp. 33-68.

Budd, R. J; D. North; and C. Spencer (1984), “Understanding sealt-belt use: A test of Bentler and Speckart’s extention of the ‘theory of reasoned action,’”European Journal of Social Psychology, Vol 14, pp. 69-78.

Catania, A. C. (1992a), Learning, 3rd ed. Prentice-Hall, Englewood Cliffs, NJ. Chaiken, S. (1980), “Heuristic versus systematic information processing and the use of source versus message cues in persuation,” Journal of Personality and Social Psychology, Vol. 39, pp. 752—66.

Charng, H; J. A. Piliavin; and P. L. Callero (1988), “Role identity and reasoned action in the prediction of repeated behavior,” Social Psychology Quarterly, Vol 51, pp. 133-51.

Dharmmesta, B. S. (1992), “Riset tentang minat dan perilaku konsumen: Sebuah catatan dan tantangan bagi peneliti yang mengacu pada ‘theory of reasoned action,’” Jurnal Ekonomi dan Bisnis Indonesia, Vol. VII, No. 1, h. 39-53.

Dharmmesta, B. S. (1998), “Theory of planned behaviour dalam penelitian sikap, niat dan perilaku konsumen,” Kelola Gadjah Mada Business Review, Vol. VII, No. 18, h. 85103.

Dharmmesta, B. S. dan U. Khasanah (1999), “Theory of planned behaviour: An application to transport service consumers,” Gadjah Mada International Journal of Business, Vol. 1, No. 1 (May), pp. 8396.

Eagly, A. H. and S. Chaiken (1993), The Psychology of Attitudes. Harcourt Brace Jovanovich, Forth Worth, TX.

East, R. (1992), “The effect of experience on the decision-making of expert and novice buyers,” Journal of Marketing Management, Vol. 8, pp. 167-76.

East, R. (1993), “Investment decision and the theory of planned behaviour,” Journal of Economic Psychology, Vol. 14, pp. 337-75.

East, R. (1996), “Redres seeking as planned behaviour,” Journal of Consumer Satisfaction, Dissatisfaction and Coplaining Behavior,” Vol. 8, pp. 27-34.

East, R. (1997), Consumer Behaviour: Advances and Applications in Marketing. Prentice-Hall, London Echabe, A. E; D. P. Rovira; and J. F. V.

Garate (1988), “Testing Ajzen and Fishbein’s attitude model: The prediction of voting,” European Journal of Social Psychology, Vol. 18, pp. 181-9.

Ehrenberg, A. S. C. and M. D. Uncles (1995), “Dirichlet-type markets: A review.” Unpublished manuscript, South Bank Business School, London.

Eiser, J. R. (1987), The Expression of Attitude. Springer-Verlag, New York. Eiser, J. R. and van der Pligt (1988), Attitudes and Decisions. Routledge, London.

Fazio, R. H. (1990), “Multiple processes by which attitudes guide behavior: The MODE model as an Integrative framework.” In M. P. Zanna (Ed.), Advances in Experimental Social Psychology, Vol. 23, Academic Press, San Diego, CA, pp. 75109.

Fishbein, M. and I. Ajzen (1980), “Predicting and understanding consumer behavior: Attitude-behavior correspondence.” In I. Ajzen and M. Fishbein (Eds.), Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: PrenticeHall.

Foxall, G. R. (1983), Consumer Choice. London: Macmillan.

Foxall, G. R. (1984), “Consumers’ intentions and behavior,” Journal of the Market Research Society, Vol. 26, pp. 231-41.

Foxall, G. R. (1996a), consumers in Context: The BPM Research Program. London: ITP.

Foxall, G. R. (1997), Marketing Psychology. Hampshire, UK: Macmillan Press Ltd.

Fredericks, A. J. and D. L. Dorsett (1983), “Attitude-behavior relations: A comparison of the Fishbein-Ajzen and Bentler-Speckart models,” Journal of Personality and Social Psychology, Vol 45, pp. 501-12.

Homans, C. G. (1974), Social Behavior. New York: Harcourt, Brace, Jovanovich. Langer, E. J. (1989b), “ Minding matters: The consequences of mindlessness-mindfulness.” In L. Berkowitz (Ed.), Advances in Experimental Social Psychology, Vol. 22, San Diego, CA: Academic Press, pp. 13773.

Lee, V. L. (1988), Beyond Behaviorism. London: Erlbaum.

Madden, T. J. and D. E. Sprott (1995), “A comparison of theoretical extentions to the theory of reasoned action,” Procedings of the society of consumer psychology, 1995 Annual Convention, La Jolla, CA, 1-9.

Madden, T. J; P. S. Ellen; and I. Ajzen (1992), “A comparison of the theory of planned behavior and the the theory of reasoned action,” Personality and Social Psychology Bulletin, Vol. 18, pp. 3-9.

Marsh, A. and J. Matheson (1983), Smoking Attitudes and Behaviour. HMSO, London.

Mittal, B. (1988), “Achieving higher seat belt usage: The role of habit in bridging the attitude-behavior gap,” Journal of Applied Social Psychology, Vol. 18, pp. 993-1016.

Petty, R. E. and J. T. Cacioppo (1986a), Communication and Persuadion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.

Petty, R. E. and J. T. Cacioppo (1986b), “The elaboration likelihood model of persuasion.” In L. Berkowtz (Ed.), Advances in Experimental Social Psychology, Vol. 19, pp. 123-205.

Petty, R. E; R. Unnave; and A. J. Strathman (1991), “Theories of attitude change.” In T. S. Robertson and H. H. Kassarjian (Eds.), Handbook of Consumer Behavior. Prentice-Hall, Englewood Cliffs, NJ, pp. 241-80.

Petty, R. E; J. R. Priester; and D. T. Wegener (1994), “Cognitive processes in attitude change.” In R. S. Wyer and T. K. Srull (Eds.), Handbook of Social Cognition, vol. 2: Application, 2nd ed.

Erlbaum, Hillsdale, NJ. Ribes, E. (1991), “Language as contingencysubstitution behavior.” In L. J. Hayes and P. N. Chase (Eds.), Dialogues on Verbal Behavior. Reno, NV: Context Press, pp. 47-58.

Ribes, E. (1992), “An analysis of thinking.” In S. C. Hayes and L. J. Hayes (Eds.), Understanding Verbal Relations. Reno, NV: Context Press, pp. 209-24.

Ronis, D. L; J. F. Yates; and J. P. Kirscht (1989), “Attitudes, decisions, and habits as determinats of repeated behavior.” In A. R. Pratkanis; S. J. Breckler; and A. G. Greenwald (Eds.), Attitude Structure and Function. Erlbaum, Hillsdale, NJ, pp. 21340.

Sarver, V. T. (1983), “Ajzen and Fishbein’s ‘theory of reasoned action:’ A critical assessment,” journal for the Theory of Social Behavior, Vol. 13, pp. 155-63.

Shavitt, S. (1989), “Operationalizing functional theories of attitude.” In A. R. Pratkanis; S. J. Breckler and A. G. Greenwald (Eds.), Attitude Structure and Function. Hillsdale, NJ: Erlbaum, pp. 31137.

Skinner, B. F. (1974), About Behaviorism. Now York: Knopf. Skinner, B. F. (1977), “Why I am not cognitive psychologist,” Behaviorism, Vol. 5, pp. 1-10.

Sutton, S. A. and R. Hallett (1989), “Understanding seat belt intentions and behavior: A decision making approach,” Journal of Applied Social Psychology, Vol. 19, pp. 1310-25.

Sutton, S. A; A, Marsh; and J. Matheson (1987), “Expalining smokers’ decisions to stop. Test of an expectancy-value model,” Social Behaviour, Vol. 2, pp. 35-50.

Triandis, H. C. (1977), Interpersonal Behavior. Monterey, CA: Brooks Cole.

Triandis, H. C. (1980), “Values, attitudes and interpersonal behavior.” In H. E. Howe and M. M. Page (Eds.), Nebraska Symposium on Motivation 1979, Vol. 27, Lincoln: University of Nebraska Press, pp. 195-259.

Tversky, A. and D. Kahneman (1974), “Judgment under uncertanty: Heuristics and biases,” Science, Vol. 185, pp. 112431. Warshaw, P. R; B. H.

Sheppard; and J. Hartwick (1990), “The intention and selfprediction of goals and behaviors.” In R. P. Bagozzi (Ed.), Advances in Marketing Communication Research. JAI Press, Greenwich, CT.

Webster, R. (1996), Why Freud was Wrong. London: HarperCollins.

Wicker, A. W. (1969), “Attitude versus actions: The relationship of verbal and overt behavioral responses to attitude objects,” Social Issues, Vol. 25, pp. 41-78.

Wittenbraker, J; B. L. Gibbs; and L. R. Kahle (1983), “Seat belt attitudes, habits, and behaviors: An adaptive amendment to the Fishbein model,” Journal of Applied Social Psychology, Vol. 13, pp. 406-21.

Article Metrics

Abstract views : 1649 |

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Journal of Indonesian Economy and Business

Journal

Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism

Authors

Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees

Download

Author Pack
Submission Form & Manuscript Template

Reviewer

Reviewer Guidelines
Reviewer Acknowledgement

Reader

General Search
Achieves
Author index
Title index

The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Visitor Statistics