所有关于计划行为理论（Ajzen）

摘要，论坛，最佳做法，专家提示和资源。

关于人类行为和其他管理方法。完全免费。

12manage是一个有关管理的知识共享平台，拥有超过100万参与者。点击查寻更多信息。。。

Icek Ajzen（1985,1991）提出的计划行为理论（Theory of Planned Behavior，TPB）能够帮助我们理解人是如何改变自己的行为模式的。 TPB认为人的行为是经过深思熟虑的计划的结果。

TPB是Ajzen和Fishbein（1975,1980）共同提出的理性行为理论（Theory of Reasoned Action，TRA）的继承者，因为Ajzen研究发现，人的行为并不是百分百地出于自愿，而是处在控制之下，因此，他將TRA予以擴充，增加了一项对自我“行为控制认知”（Perceived Behavior Control）的新概念，从而发展成为新的行为理论研究模式——计划行为理论（Theory of Planned Behavior， TPB）。

计划行为理论的三项考量

根据TPB，人的行为模式受到三项内在因素影响：

个人行为态度（Behaviroal Beliefs）。个人对自己行为可能出现的结果的一种看法和观点。
主观性规范（Normative Beliefs）。对他人的标准化行为模式的主观性感知。
行为控制认知（Control Beliefs）。对于促进或阻碍行为效果的相关因素的认知。

Ajzen Theory of Planned Behavior[计划行为理论] TPB 当人们身处具体的工作环境或项目计划中，需要对行为做出改变时，以上三个方面的考量至关重要。

在三个考量的各自范畴内，行为态度的考量会使人产生对待行为的正面的或负面的态度，行为规范性的考量会使人感受到周遭的社会压力，行为控制因素的考量则会导致人的实际行为控制度的上升。此三项因素的综合则构成了人的行为意向（Behavioral Intention）。作为一般性的法则，如果个人行为态度和主观性规范是正向的、积极的，那么个人对该行为认定的实际控制就会愈多，采取该行为的意向将愈强。

过去行为的余效影响

2002年，Ajzen对过去行为对后继行为的余效影响（Residual Effects）进行了调查研究。他得出结论：余效影响确实存在，但不能够由此得出习惯化行为（Habituation）的结论，如许多其他学者认为的那样。有证据显示，当行为意向与具体行为和谐一致的时候，余效影响是微弱的。而且，当行为意向非常强壮、个人预想现实可靠的时候，且已制定了执行行为意向的具体方案，余效影响将会消失。

旅游行业的一个研究项目证明，过去的旅行经验对未来旅游活动的影响，只发生于外部环境保持相对稳定的时候。

运用： TPB帮助解释为什么充斥大量信息的广告战不灵验，如此的广告宣传只能够提高消费者关于产品的知识，却无助于大幅度改变消费者行为。只有那些致力于改变消费者态度和对对标准的感知，以及控制消费者购买行为变化的广告，才会产生较好的广告效果。

同样，在管理方面，那些将重点放在解释某某重要性上的项目（意在知识转变）也不可能取得成功，相反，应该关注于员工的行为态度、主观性标准以及行为控制认知，使员工产生内在的变革意向。

参考书： Icek Ajzen， Martin Fishbein - Understanding Attitudes and Predicting Social Behavior -

人类行为小组

小组 (30名成员)

人类行为论坛

关于这个主题的讨论：人类行为。

	POSITIVE Change Motivators Attempting to change behavior based solely on information will not work. Many doctors try and fail to get their patients (...)

	Theory of Planned Behavior and Maslow I have read some of the remarks here and am now wondering how TPB relates to . Any ideas on this? (...)

	How to Apply TPB Theory in Marketing? I'm not familiar with the theory here, but am wondering how its principles apply to marketing in the case where you are (...)

	How to Apply the Theory of Planned Behavior in Work Safety Safety in mining is of utmost importance and statistics show that the behaviour of people is part of the causes. How ca (...)

	'Behaviourist' Management Theory? What is meant by: 'Behaviourist Management Theory'? I will appreciate any information on this question. (...)

	Exceptions to Theory of Planned Behavior Is there any known research about the exceptions of the Theory of Planned Behavior? Thanks for your tips... (...)

	Employee Maturity and Theory of Planned Behavior If an employee is not mature enough to analyze his/her environment he/she may choose a totally wrong action. Therefore (...)

	Are Beliefs and Attitudes a proxy for Behavior? I am studying nurses' attitudes and beliefs regarding open visitation in the adult ICU atmosphere. Several studies have (...)

	Three Components of an Attitude Stephen P. Robbins and Timothy A. Judge, in their book 'Organizational Behavior' define an attitude as a predisposition (...)

	Three Levels in Theory of Planned Behaviour The theory provides a framework for implementing change wherein 3 clear tiers (individual, group and organizational) can (...)

	Sometimes we are Acting like Monkeys and we are Unwilling to Change Sometimes we find ourselves acting very similar to a monkey. We hold on to what we believe is our prize, our goal, our d (...)

	How Attitudes Influence Consumer Behavior According to the Theory of Planned Behavior (TPB), behavioral beliefs produce a favorable or unfavorable attitude toward (...)

	Applying the Theory of Planned Behavior to Perception I would like to know if Ajzen's TPB can be applied to measure perception. If it is positive, what is the argument that (...)

	Decomposed Theory of Planned Behavior I heard that there exist an extended version of the Theory of Planned Behavior (TPB) in the literature. The name is: Dec (...)

	Theory of Planned Behavior and Dealing with Obstacles to Change Some of the biggest obstacles to change initiatives are fear of the unknown and safety in the known. Knowledge per se ma (...)

	Initital HR Presentation I need to make a presentation on how I will start my work in HR management. I'm thinking to start with 1- knowing the o (...)

	Your Success is Primarily Dependent on the Rationality of your Beliefs Your response or reaction to any situation is governed by your thoughts, which, in turn, are governed by your belief sys (...)

	The Role of Irrationality (Affect and Emotions) in Planned Behavior A frequently mentioned argument against the TPB is that the theory does not take into account sufficiently enough the co (...)

	Are you Planning your Behavior? How many of us are having the opportunity to plan our behaviour, or time for it? (...)

	Planned Behaviour is based on REACT Method Planned Behaviour is a pattern based on the REACT method which is more significant on planned method, whereas Resources, (...)

	Planned Group Behaviour? I wonder how dealing with group behaviour is different from individual change behaviour? There is an 'energy' in groups (...)

	Is Planned Behavior Theory Still Valid? I�m not sure about how much are important different behavioral theories in the present world in which all behavior conce (...)

	Theory of Planned Behavior and Unsportsmanlike Conduct I am making a study regarding predicting unsportsmanlike conduct. I'm still not sure if I will include moral obligation (...)

人类行为最佳实践

在这里，您将找到过去最有价值的讨论。

Human Behavior专家提示（英语）

在这里，您将找到专家的建议。

	Changing Habits / Attitudes of People Reframing Behavior (...)

	Katz Functionalist Theory of Attitudes Consumer Attitudes, Customer Attitudes, Buying Behavior, Advertising (...)

	Ineffective Behavior Analyzing Manager, Employee or Self Behavior (...)

	The Influence of the Perceived Justice Climate on Employee Behavior Employee Behavior, Theory of Planned Behavior, Behavioral Beliefs, Normative Beliefs (...)

	4 Patterns of Behavior Behavior is not only based on Reasoning and Beliefs (...)

人类行为信息来源

在这里，您将找到PowerPoint，视频，新闻等。

返回到分类主页：沟通与技能 | 伦理与责任 | 人力资源管理 | 知识与无形资产 | 营销

更多管理方法、模型和理论

Special Interest Group Leader

你在这里？免费注册