计划行为理论

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改变人的行为模式。 Icek Ajzen的Theory of Planned Behavior[TPB，计划行为理论]解析。 (‘85)

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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 -

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