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Title:
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EXPLORING CONSUMER CORE THEORY TO PREDICT YOUTH ADOPTION OF TECHNOLOGY BASED HIV/AIDS PREVENTIVE ACTIONS |
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Author(s):
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N.S.M. Shongwe, O.O. Olugbara |
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ISBN:
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978-972-8939-67-0 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Technology Adoption, Health Behavior, Consumer Core Theory, HIV/AIDS Prevention |
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Type:
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Full Paper |
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First Page:
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115 |
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Last Page:
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125 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The consumer core theory is explored in this study to predict youth adoption of technology based HIV/AIDS preventive actions. The objective is to validate goal desire, goal intention, action desire and action intention elements of the consumer core model. Goal desire is assessed by anticipated emotions, goal intention is assessed by goal desire and action desire is assessed by attitude, social norms, perceived behavioral control and goal intention. Action intention that determines technology adoption is assessed by perceived behavioral control and action desire. This technology adoption model was tested using a paper-based survey distributed to youth aged 15-24 years. Data analysis was performed using an analytic modeling technique of partial least square. The three most important elements of the consumer core model that influence youth intention towards adopting technology based HIV/AIDS preventive actions were found to be perceived behavioral control, action desire and goal desire. |
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