Skip to main content

Free Content An empirical integration of goal orientation and the theory of planned behaviour

Predicting innovation adoption behaviour

Download Article:
 Download
(PDF 181.6 kb)
 

Abstract:

This paper investigates the efficacy of an integrated model, consisting of the theory of planned behaviour and goal orientation, in predicting innovation adoption behaviour. The model was used to predict innovation adoption behaviours using a sample of 80 egg farmers. The results showed that most of the hypothesized relationships within the theory of planned behaviour were supported. In particular, attitudes and subjective norms were significant predictors of intentions, which subsequently predicted innovation adoption behaviour. Furthermore, learning goal orientation was a significant positive predictor of intentions and innovation adoption, and this relationship was partially mediated by attitudes.

Keywords: GOAL ORIENTATION; INNOVATION ADOPTION; PLANNED BEHAVIOUR

Document Type: Research Article

DOI: http://dx.doi.org/10.5367/000000010790772430

Publication date: February 1, 2010

More about this publication?
  • Published quarterly, this journal provides a worldwide forum for the exploration and dissemination of ideas and experience relating to the development and application of entrepreneurship. IJEI is interdisciplinary, publishing the highest-quality work in business and management and in the social sciences. Authors and readers are drawn from government, industry and universities. It has particular appeal to researchers and teachers in higher education, especially in business schools, and university departments of management, sociology and psychology.

    Each issue includes double-blind peer-reviewed papers; a case study with teaching notes, an 'Internet Review' section which identifies and reviews Websites on a selected topic, and book reviews. For key topics go to www.ippublishing.com.
  • Subscribe to this Title
  • Ingenta Connect is not responsible for the content or availability of external websites

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Partial Open Access Content
Partial Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more