Relationship Quality and the Theory of Planned Behavior Models of Behavioral Intentions and Purchase Behavior

M. H. de Cannière, P. de Pelsmacker () and Maggie Geuens

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: Using real-life purchase behavior data of apparel and survey information, this study compares the Relationship Quality and the Theory of Planned Behavior models. The attitude towards the buying behavior, the subjective norm and perceived behavioral control (antecedents of the buying intention in the Theory of Planned Behavior) are better predictors of behavioral intentions than Relationship Quality. In both models intentions fully mediate the impact of attitudinal antecedents on behavior, both in terms of purchase incidence and purchase behavior (amount spent, number of visits, and types of products bought). Frequency and recency of prior buying behavior and, to a lesser extent, its monetary value, predict subsequent purchase incidence, above and beyond the impact of attitude and intention. Attitudinal antecedents of behavior significantly predict buying behavior, but they become insignificant when buying behavior is included in the model.

Keywords: Relationship quality model; theory of planned behavior; customer-firm relationship; intention; behavior (search for similar items in EconPapers)
Pages: 39 pages
Date: 2008-01
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (4)

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Related works:
Journal Article: Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior (2009)
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:08/492

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