Geleneksel Wom Ni̇yeti̇ni̇n Planli Davraniş Teori̇si̇ Bağlaminda İncelenmesi̇: Türk Dağcilari Örneği̇

Abstract

The present research sheds light on the relationships between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) and TWOM intention (TWOMI) in the context of the Theory of Planned Behavior (TPB). A survey was conducted on Turkish mountaineers to examine the extent of the influence of attitude, subjective norm, and perceived behavioral control on the TWOM by utilizing a partial least square algorithm. Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a nonsignificant predictor. Further, the result of importance-performance map analysis (IPMA) indicates that while PBC seems to be the most important predictor of