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Keywords: Theory of planned behavior
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Journal Articles
International Journal of Quality and Service Sciences (2026) 18 (3): 656–679.
Published: 23 July 2026
... with the theory of planned behavior ( TPB ), incorporating key psychological determinants such as attitudes toward UGC ( ATT ), subjective norms and perceived behavioral control. It further explores the moderating role of gender within the underlying psychological process. Design/methodology/approach...
