| Fishbein's theory of reasoned action and Ajzen's theory of planned behavior were compared in their applications to the prediction of commuter's bus riding intention and behavior. According to Fishbein, behavioral intention is the antecedent of behavior and attitude towards behavior, and subjective norm are the determinants of behavioral intention. In addition, behavioral beliefs and normative beliefs are the determinants of attitude towards behavior and subjective norm respectively. Ajzen added perceived behavioral control to the Fishbein model. According to Ajzen, perceived behavior control affects behavior directly, and it affects it indirectly through behavioral intention. I hypothesized that in relation to bus ridership both theories would predict commuting intention and behavior, but Ajzen's theory of planned behavior would predict them better. To test these hypotheses I surveyed 80 residents in Buckeye Village, a student family housing complex owned by the Ohio State University. The questionnaire measured 1 behavioral intention, attitude towards behavior, behavioral beliefs, normative beliefs, subjective norms, perceived behavioral control and behavior in relation to riding the Buckeye Village bus to go to campus.; The results showed that although both models worked, the Ajzen model predicted bus-riding intention better than did the Fishbein model, but the Ajzen model did not improve the Fishbein model's prediction of bus-riding. Behavioral beliefs and normative beliefs correlated significantly with attitude towards bus riding behavior and subjective norm respectively. |
