The Influence of Past Behavior on Behavioral Intent: An Information-Processing Explanation

摘要

Despite considerable research on the impact of past behavior ondecision making over the past two decades, little is yet known abouthow past experience moderates decision theoretic factors withinmodels of behavioral intent. This research explores the implicationsof past behavior within the theory of planned behavior (TPB), andhow it influences key decision-making variables. A theoretical modelof how past behavior can induce deliberative versus heuristic pro-cessing of information is developed and tested. Consumer implica-tions of the impact of past behavior on behavioral intentions arediscussed, highlighting the importance of addressing one's experi-ence when making a decision.