Breaking into the black box of customer perception towards robot service: Empirical evidence from service sector.

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained R 2 80.1 % variance in customer attitude to use service robot. Practically, this research has suggested that policy makers should pay attention in innovativeness, compatibility, perceived behavioral control, expectation confirmation, robot appearance and subjective norms to boost robot service acceptance among customers. This study is original as it develops an integrated model with the combination robot appearance, theory of planned behavior, expectation confirmation and diffusion of innovation theory. In addition to that customer self-identity is conceptualized as moderating factor and hence distinguishing current research with past studies.

Social determinants for understanding Muslims' intentions toward seeking mental health help based on the Theory of Planned Behavior.

BACKGROUND: Many have found that minorities seek help for mental health problems less than the general population. Such findings are surprising considering that minorities experience higher rates of mental health issues compared to the general population. OBJECTIVES: Employing the Theory of Planned Behavior (TPB), this study aimed to explore the intentions of Muslims living in California and Israel pertaining seeking mental health help (SMHH). METHOD AND DESIGN: A qualitative approach involving semi-structured interviews guided by TPB principles was conducted with 78 participants. Thematic analysis was implemented to identify key themes. RESULTS: Five major themes were identified: 1 - Attitudes: Normalization of SMHH entangled with fear; causes and attributions of mental health disorders; perspectives on treatment. 2 - Subjective norms: Support groups; stigma and social norms. 3 - Perceived behavioral control: Personal and environmental facilitators and barriers. 4 - Intentions: High; conditioned preapproval; and low. 5 - Actual help seeking behavior: Religious figures as first resort; incorporating religious practices, and preference of Muslim therapist. Cultural beliefs, stigma, social support, and religion elements were dominant in the TPB model. CONCLUSIONS: The findings underscored the holistic approach among Muslims toward seeking mental help incorporating medical, psychological, social, and spiritual understanding of the mental health condition. This suggests considering social and communal elements in developing interventions, education, and policy for SMHH among Muslims.

AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention.

The evolution of e-retail and the contribution of artificial intelligence in improving algorithms for greater customer engagement highlight the potential of these technologies to develop e-commerce further, making it more accessible and personalized to meet individual needs. This study aims to explore the psychosocial factors (subjective norms; faith; consciousness; perceived control) that affect AI-enabled ease of use and their impact on purchase intention in online retail. We will also assess the mediating effect of AI-enabled ease of use between psychosocial factors and consumer purchase intention. A quantitative methodology was used, and 1438 responses were collected from Portuguese consumers on e-retail. Structural equation modeling was used for the statistical treatment. The findings indicate that subjective norms do not positively impact AI-enabled ease of use, whereas factors such as faith, consciousness, and perceived control do enhance it. Furthermore, AI-enabled ease of use itself boosts purchase intention. Additionally, the effects of subjective norms, faith, consciousness, and perceived control on purchase intention are significantly enhanced when mediated by AI-enabled ease of use, highlighting the crucial role of usability in shaping consumer purchase behavior. The contribution of this study has been made through the formulation model that provides a systematized perspective about the influencers of purchase intentions and extends the knowledge about the impact of artificial intelligence in e-retail. Furthermore, this study offers insights into the impact of artificial intelligence in e-commerce-artificial intelligence directly affects purchase intentions and plays an important mediator role in the interaction mechanisms between psychosocial factors and purchase intentions.

Nanofood insights: A survey of U.S. consumers' attitudes toward the use of nanotechnology in food processing.

Novel applications of nanotechnology in food processing hold tremendous potential to revolutionize the food industry and address challenges in food security and public health. Understanding and addressing consumers' evolving attitudes toward the use of nanotechnology in food processing is important to promote the technology's adoption and inform the development of regulatory frameworks that align with societal values. We used a survey research design to explore U.S. consumers' attitudes toward such uses of nanotechnology. Through the literature, we identified various cognitive and affective factors that have influenced, or have the potential to influence, consumers' attitudes, and we used those factors to develop a comprehensive regression model. We collected data from a national sample of U.S. consumers (N = 1071). The regression model accounted for 64.22% of the variance in attitudes toward nanotechnology (adjusted R2 = 62.94%). Perceived benefits, subjective norms, institutional trust, and subjective knowledge significantly and positively influenced participants' attitudes toward the use of nanotechnology in food processing while perceived risks and food technology neophobia significantly and negatively influenced participants' attitudes. These results suggest that communication strategies should emphasize consumer-centric benefits of nanotechnology, mitigate perceived risks, leverage social influences, and prioritize food safety-related messaging from institutional bodies.

Understanding Parental Intentions for COVID-19 Child Vaccination: A Cross-Sectional Study From Jordan Using Theory of Planned Behavior.

Introduction: Using the Theory of Planned Behavior, this study addresses the factors that influence parental intentions to vaccinate their 12- to 17-year-old children against COVID-19. The study looked at how attitudes, subjective norms, perceived behavioral control, and fear of the COVID-19 vaccine impact these intentions. Methods: Between November and December 2021, 396 Jordanian parents completed an anonymous online survey. A multivariate logistic regression analysis was used for analyzing the relationships. Results: While 94.7% of children had received routine vaccinations, only 23.5% intended to vaccinate their children against COVID-19, indicating a vaccine acceptance gap. The analysis revealed that attitudes are the most significant positive predictor of vaccination intent, accounting for 75% of the variance. Subjective norms had a positive influence on parents' decisions, whereas fear of the COVID-19 vaccine was a significant barrier. Perceived behavioral control had a small but negative effect, indicating significant challenges to vaccination. Conclusion: The Theory of Planned Behavior (TPB) clarifies numerous factors that influence parents' decisions to immunize their children against COVID-19. Understanding these factors is critical for narrowing the gap between high rates of routine vaccinations and low rates of COVID-19 vaccinations, as well as developing effective strategies to increase vaccine acceptance among parents.

Beliefs About Cannabis Use Among Male and Female Andalusian Adolescents.

Objectives: This study assessed potential differences between girls and boys in the prevalence rates of cannabis use, sociodemographic factors, and beliefs about cannabis use. Methods: 1,896 Andalusian adolescents aged 14-18 participated in an online survey based on the I-Change model. The survey assessed their beliefs about cannabis use, including attitudes, social influences, self-efficacy, action planning, and intention to use. Multivariate analyses of variance were then conducted to examine potential gender differences in these beliefs, while controlling for last month's cannabis use. Results: Significantly more boys used cannabis in the last month, had boyfriends/girlfriends, and had more pocket money compared to girls. Additionally, girls - in comparison to boys - were more convinced of the disadvantages of cannabis use, but were also more convinced of some of the advantages (such as freedom from boredom, and medicinal use), reported having less favorable social norms for cannabis use, had more female best friends using cannabis, and felt pressure to use cannabis from their female peers. Conclusion: These findings highlight the need for cannabis prevention programs to consider gender differences in beliefs about cannabis use. Programs should not only address general risk factors for cannabis use but also evaluate if their interventions effectively target beliefs that are particularly important for girls and boys.

Predisposing factors of using cosmetics in Iranian female students: application of prototype willingness model.

Background and aim: The use of cosmetics among Iranian teenagers and youths has increased more than ever before. This study investigated the predisposing factors of cosmetic use in female students of Ardabil University of Medical Sciences by using the prototype willingness model (PWM). Methods: This cross-sectional study was conducted with 384 students, selected based on multistage sampling. Data were collected using a two-part questionnaire that included demographic variables and PWM questions. Then multiple regression analysis was used in SPSS (version 20). Results: There was a significant difference in the frequency of daily cosmetic use based on the education levels (F = 3.845, p-value = 0.034). The average daily use of cosmetics was higher in students whose use of cosmetics was high in their family (p = 0.024) and friends (p-value = 0.023). Prototypes were the strongest predictor of using cosmetics (OR = 1.317, p-value <0.001), followed by attitude (OR = 1.241, p-value <0.001). Conclusion: Prototypes (social imagination) and attitudes were the main predictors of using cosmetics among female students. To be effective in targeting cosmetic use, interventions must target both social and individual paths.

Knowledge level and constructs of the theory of planned behaviour (TPB) to the practice of unsafe abortion among postnatal mothers attending Mkonze health center, Dodoma Region, Tanzania.

BACKGROUND: Unsafe abortion is now a global agenda because 45% of all global abortions are unsafe, and 97% are occurring in developing countries. In Tanzania, one million reproductive-aged women face unplanned pregnancies per year, and 39% end up with abortion. About 16% of maternal deaths are reported per year in Tanzania, and unsafe abortion takes the second position. There are several efforts to prevent and intervene unsafe abortions, such as equipping healthcare facilities across all levels of healthcare, approval of Misoprostol use, establishment of comprehensive post-abortion care (PAC), revising policy guidelines and standards, provision of emergency contraceptives, and capacity building of healthcare providers. There is little documentation about how the constructs of the theory of planned behaviour, knowledge, and sociodemographics influence the practice of abortion. OBJECTIVES: To assess the association of knowledge level, sociodemographic characteristics, and constructs of the theory of planned behaviour (TPB) to the practice of unsafe abortion among postnatal mothers at Mkonze Health Center in the Dodoma region. METHODOLOGY: It is an analytical cross-sectional study design conducted in Dodoma-Tanzania and involved 206 postnatal women. A validated questionnaire was used and analysis was performed in the Statistical Package for the Social Sciences (SPSS), through descriptive and inferential statistics. RESULTS: The practice of unsafe abortion in the current study is 28/206 (13.6%), influenced bytheir lower educational level and being single women. It was found that the majority had adequate knowledge of unsafe abortion 129 (62.6%), positive attitude 130 (63.1%), good subjective norms 113 (54.9%), and positive perceived behavioral control111 (53.9%). Knowledge, attitude, subjective norms, and perceived behavioral control were not significantly associated with the practice of unsafe abortion. CONCLUSION: The majority of the respondents had high knowledge, attitudes, subjective norms, and perceived behavior control on unsafe abortion. This is an indicator that the implemented initiatives are effective. Maintaining the ongoing effort and improving strategies are promising to mitigate the burden of unsafe abortion. Future research needs to find out hidden factors associated with attitude and how health beliefs might influence someone's attitude towards unsafe abortion.

What motivates information (non-)seeking behaviors about a healthy diet?

Previous research on health information seeking has primarily focused on individuals'intentions to seek or avoid information. However, limited empirical evidence exists regarding the actual behavioral patterns of information-seeking and non-seeking. To address this, we conducted a survey experiment manipulating cognitive load with mostly Belgian participants (N = 359). By integrating self-report and behavioral data, we investigated motivations and conditions associated with information (non)-seeking behaviors on a healthy diet. Guided by the risk information seeking and processing (RISP) model, we examined the roles of informational subjective norms and information insufficiency, as well as the moderating role of cognitive capacity. Neither informational subjective norms nor information insufficiency significantly correlated with information-seeking behaviors. However, a significant interaction between the predictors and cognitive capacity in predicting non-seeking behaviors was observed. These findings underscore the intricate nature of individuals' behavioral patterns in seeking or not seeking information about healthy eating.

Attitudes, subjective norms and perceived behavioural control factors influencing Canadian secondary school students' milk and milk alternatives consumption.

OBJECTIVE: The research objectives were to evaluate factors that influence Canadian secondary school students' milk and milk alternatives (MMA) consumption and to explore associations through age and gender lenses. DESIGN: A qualitative design was used, consisting of semi-structured interviews and photo-elicitation methods. Analysis was guided by the Theory of Planned Behaviour (TPB). Deductive and inductive thematic analyses were used to generate themes, charting data based on attributes such as gender and age. SETTING: Interviews were held virtually or via telephone. PARTICIPANTS: Participants were twenty-eight high school students from Ontario, Canada, diverse in terms of gender and age. RESULTS: Both desirable and undesirable beliefs about the health outcomes of consuming MMA were commonly discussed. These included health benefits such as strong bones, muscular strength, and growth, and health consequences like unwanted skin conditions, weight gain, and diseases. While boys and girls associated MMA consumption with muscular strength, boys predominantly considered this favourable, while girls discussed outcomes like unwanted skin conditions and weight gain more often. Adolescents' perspectives on taste/perceived enjoyment, environmentally friendly choices and animal welfare also influenced their MMA preferences. Parental influences were most cited among social factors, which appeared to be stronger during early adolescence. Factors involving cost, time and accessibility affected adolescents' beliefs about how difficult it was to consume MMA. CONCLUSIONS: Recommendations for shifting attitudes towards MMA are provided to address unfavourable beliefs towards these products. Interventions to increase MMA consumption among adolescents should include parents and address cost barriers.

Personal Variables in Attitude toward Green Purchase Intention of Organic Products.

The present research aims to determine whether environmental awareness, green self-identity, and subjective norms influence the attitudes of consumers who identify with environmental issues and have green purchasing intentions for organic products. The research was quantitative, correlational in scope, and cross-sectional in design. It was applied to 710 Peruvian millennials. A questionnaire consisting of 20 questions was applied, which was quantified through a five-point Likert scale. The results were processed through an Exploratory Factor Analysis (EFA), a Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Statistical analyses were developed using SPSS 24 and AMOS 24. The study identified that the personal variables influencing the environmental attitudes of millennials who intend to buy green organic products are green self-identity and subjective norms. While environmental awareness does not influence environmental attitudes, it does influence the green self-identity of Peruvian millennials. This study is one of the first to identify the personal variables influencing the environmental attitudes of Peruvian millennials who intend to buy green organic products.

Factors that influence the intent to pursue a master's degree: evidence from Shandong Province, China.

Introduction: In recent years, the pursuit of a master's degree has become a social phenomenon of wide concern. It is essential to understand why large number of students choose to pursue master's degree. This study aims to empirically analyze the factors that influence the intent to pursue a master's degree. Method: Based on the extended theory of planned behavior, this study conducts a questionnaire survey of university students in Shandong Province, which has had the highest number of people taking the postgraduate entrance examination in China for several years. A total of 440 questionnaires were finally collected, including 417 valid questionnaires. And then ordinary least squares (OLS) regression was used to analyze the factors that influence the intent to pursue a master's degree. Results: In general, the intent to pursue a master's degree is positively influenced by attitude (ß = 0.161, p < 0.01) and subjective norms (ß = 0.208, p < 0.01), and negatively influenced by risk perception (ß = -0.084, p < 0.05). Compared with male students, female students' intent is more likely to be influenced by risk perception (ß = -0.144, p < 0.05) and social factors (ß = 0.140, p < 0.05). The intent of upperclass students tends to be positively influenced by perceived behavioral control (ß = 0.125, p < 0.05), whereas the negative impact of risk perception (ß = -0.219, p < 0.05) on the intent is significant for underclass students. The intent of students in rural areas are more sensitive to risk perception (ß = -0.194, p < 0.01) than those of students in cities. In private universities, social factors (ß = 0.445, p < 0.05) significantly affect the intent to pursue a master's degree. In ordinary public universities, the intent of students is more likely to be influenced by risk perception (ß = -0.082, p < 0.05). Conclusion: The study is helpful to strengthen the understanding of the influencing factors of the intent to pursue a master's degree. In general, the intent to pursue a master's degree is mainly influenced by attitude, subjective norms and risk perception. Moreover, the influencing factors vary among different groups (e.g., female vs. male, rural areas vs. cities). Furthermore, attitude, subjective norms, perceived behavioral control, risk perception, and social factors have greater impacts on the intent of students from low-income households than those from high-income households. This study can provide policy implications for universities to take targeted educational measures to encourage students to make a choice that suits their own development after graduation.

Nurses' behavioural intentions towards intravenous fluid administration for pediatric patients: Application of the theory of planned behaviour.

BACKGROUND: For pediatric patients, the demand for quality and safe Intravenous Fluid (IVF) therapy is huge. This is because, compared to adults, children have a lower tolerance for IVF therapy errors and present devastating physiological responses to errors. Nurses play a vital role in IVF administration; therefore, adequate knowledge, positive attitudes, positive perceived behavioural control, and good behavioural intentions are required to achieve effective and successful therapy, patient safety and prevention of complications, and overall positive patient outcomes. This study sought to assess the behaviour of nurses towards IVF administration for pediatric patients. METHOD: A cross-sectional facility-based study was designed and randomly recruited 112 nurses. The theory of planned behaviour was used as a conceptual framework to assess nurses' behavioural intentions towards IVF administration for pediatric patients. Mean scores and their respective standard deviations, reliability tests, exploratory factor analysis, and linear logistic regression were all performed using SPSS version 27, with the level of significance set at 0.05. RESULTS: Nurses' behavioural intentions for IVF administration for pediatric patients were influenced by their knowledge of standards and protocols for IVF use (ß = 0.320; p = 0.01), attitudes (ß = 0.339; p = 0.006) subjective norms (ß 0.240; p = 0.003) and perceived behavioural control (ß = 0.26; p = 0.001). CONCLUSION: Nurses' behavioural intentions for IVF administration were significantly influenced by their knowledge of procedures and standards for IVF administration. Additionally, the nurses' subjective norms, perceived behavioural control, and attitude towards IVF administration have a significant effect on their behavioural intentions to administer IVFs to pediatric patients. For nurses to administer IVF effectively, safely, and successfully to pediatric patients, there is a need to enhance their knowledge of standards and guidelines for IVF administration. The nurses need to have good attitudes and positive support and influence from all others to be able to administer IVFs safely and successfully to their pediatric patients.

Consumers' purchase decision in the context of western imported food products: Empirical evidence from Pakistan.

It is essential to identify consumer purchase behavior to establish and implement effective marketing strategies by Western food chains in Pakistan. By identifying motives, firms can offer extra-value products to their current and potential clients. Thus, this study seeks to understand what drives Pakistani consumers to buy imported Western food. This quantitative study uses A standardized structured questionnaire to collect data from 375 Karachi residents. The researchers use a convenient sampling strategy and analyze the data using PLS-SEM modeling through Smart-PLS 4.0. The findings of this research demonstrate that subjective norms, religiosity, product attributes, brand trust, customer satisfaction, and lifestyle significantly and positively influence consumer purchase intention. The findings also show that consumer purchase intention, lifestyle, and subjective norms significantly and positively correlate with purchase behavior. Finally, the study concludes that purchase intention significantly and positively mediates between exogenous and endogenous variables (purchase behavior). This research has significant theoretical and managerial implications. Local and international marketing professionals who wish to investigate the expanding consumer market in Pakistan can find the study's findings extremely useful. In addition, the outcomes of this research enrich the existing body of consumer behavior literature, which is helpful for future researchers.

Examining Safe Food-Handling Knowledge, Behaviour, and Related Psychological Constructs among Individuals at Higher Risk of Food Poisoning and the General Population.

Safe food-handling knowledge and behaviour are low across the general population. This raises concerns about whether individuals at higher risk of food poisoning have sufficient safe food-handling knowledge and engage in safe food-handling practices. The aim of this study was to explore safe food-handling knowledge, behaviour, and related psychological constructs among individuals at higher risk of food poisoning and compare the results to the general population. Participants (N = 169) completed measures of safe food-handling knowledge, intention, habit strength, perceived risk, self-efficacy, subjective norms, and behaviour. A series of multivariate analyses of variance were conducted to determine differences in these measures between participants at higher risk of food poisoning and the general population. No significant differences in knowledge, intention, habit strength, self-efficacy, subjective norms, and behaviour were found between individuals at higher risk of food poisoning and the general population. However, individuals at higher risk of food poisoning appeared to have stronger risk perceptions across safe food-handling behaviours compared with the general population. This study demonstrated that individuals at higher risk of food poisoning do not have higher safe food-handling knowledge than the general population, and despite having higher risk perceptions around some safe food-handling behaviours, they do not differ in engagement in safe food-handling behaviours or the majority of related psychological constructs. Implications of these findings relate to the need to target other psychological constructs, not just risk perceptions, in order to see safer food-handling behaviours in high-risk populations.

Acculturation and Subjective Norms Impact Non-Prescription Antibiotic Use among Hispanic Patients in the United States.

Using antibiotics without medical guidance (non-prescription antibiotic use) may contribute to antimicrobial resistance. Hispanic individuals are a growing demographic group in the United States (US) with a high prevalence of non-prescription antibiotic use. We investigated the effects of acculturation and subjective norms on Hispanic individuals' intentions to use antibiotics without a prescription from the following sources: (1) markets in the United States (not legal), (2) other countries (abroad), (3) leftovers from previous prescriptions, and (4) friends/relatives. We surveyed self-identified Hispanic outpatients in eight clinics from January 2020 to June 2021 using the previously validated Short Acculturation Scale for Hispanics (SASH). Of the 263 patients surveyed, 47% reported previous non-prescription use, and 54% expressed intention to use non-prescription antibiotics if feeling sick. Individuals with lower acculturation (Spanish-speaking preferences) expressed greater intentions to use antibiotics from abroad and from any source. Individuals with more friends/relatives who obtain antibiotics abroad were over 2.5 times more likely to intend to use non-prescription antibiotics from friends/relatives (p = 0.034). Other predictors of intention to use non-prescription antibiotics included high costs of doctor visits and perceived language barriers in the clinic. Antibiotic stewardship interventions in Hispanic communities in the United States should consider the sociocultural and healthcare barriers influencing non-prescription use and promote language-concordant healthcare.

Understanding the Sociocognitive Determinants Underlying Intentions to Exercise for Postconcussion Symptom Relief: An Application of the Theory of Planned Behavior.

CONTEXT: This study investigated individual sociocognitive factors from the theory of planned behavior and their relationship to exercise for postconcussion recovery. DESIGN AND METHODS: Four hundred and fifty-nine Australian adults, two-thirds of whom had no concussion history (66%), completed an online survey of their beliefs and attitudes toward exercise for postconcussion recovery. Secondary questions evaluated program design features that could affect engagement (eg, session frequency). RESULTS: Structured equation modeling found that subjective norms were the strongest significant predictor of intention to participate in exercise for postconcussion recovery. Perceived behavioral control was also a significant predictor of intention to participate but to a lesser extent. Attitude did not predict participation intention. The design features identified as key were personalization and being supervised during the program. CONCLUSIONS: This study found that people's intention to participate in a program of exercise postconcussion recovery is shaped by individual psychological factors and identified program design features that could be adjusted for increased engagement. Program success could be maximized through strategies such as supporting individuals to have a stronger sense of control over their participation through the choice of session timing or frequency and harnessing the influence of significant others via supportive messaging from key professionals.

Modelling the Factors That Predict the Intention to Take COVID-19 Vaccine in Nigeria.

This study developed a model that predicted factors that prompt the intention to take the COVID-19 vaccine among Nigerians. Data were collected from 385 respondents across Nigeria using snowball sampling technique with online questionnaire as instrument. Results indicated that cues to action, health motivation, subjective norms, and perceived behavioural control positively predicted the intention to take COVID-19 vaccine in Nigeria. However, perceived susceptibility, severity, and COVID-19 vaccine benefits did not predict the intention to take the COVID-19 vaccine. Further findings showed that COVID-19 vaccine barrier and attitude was negatively associated with the intention to take the COVID-19 vaccine.

Do information publicity and moral norms trigger waste-sorting intention among households? A sequential mediation analysis.

Introduction: The quick pace of technological advancement and urbanization has led to a significant increase in waste production, severely damaging environmental quality and human health. The sorting of waste is a viable option to reduce environmental hazards and attain high recovery rates in the cities. This research extended the theory of planned behavior (TPB) by integrating information publicity (IP) and moral norms (MNs). Methods: A conceptual model has been developed to explore the predictors of waste-sorting intention of households. The data from 361 Pakistani households have been collected using the purposive sampling method and analyzed via PLS-SEM. Results and discussion: The study's results revealed that IP is important in creating awareness and establishing moral norms regarding waste sorting among households. The findings further confirm that MN, attitude (ATD), subjective norms (SNs), and perceived behavioral control (PBC) sequentially mediate between IP and WSI. The findings of the current study provides useful practical implications to the practitioners and academicians to combat environmental pollution.

Applying the theory of planned behavior for prediction of oocyte donation intention among Iranian women.

BACKGROUND: Oocyte donation is a complex and multifaceted behavior in women. Due to the acute deficiency of donated oocytes, it is necessary to identify the factors affecting the desire to donate. Planned behavior theory is a suitable model for explaining and predicting behavior in many behavioral domains. The aim of this study was to predict oocyte donation intention using the theory of planned behavior. METHODS: This cross-sectional study was performed on 556 women who were covered by the comprehensive health service centers in Gonabad and Neyshabour cities in 2020. Sampling was performed by the two-step method in Gonabad city and by the convenience sampling method in Neyshabour city. Data were collected online using researcher-made questionnaires included oocyte donation awareness questionnaire and oocyte donation intention questionnaire (based on the TPB constructs). The validity of the questionnaires was confirmed by face and content validity and its reliability was confirmed by Cronbach's alpha coefficient. Data were analyzed in SPSS software (version 16) using hierarchical linear regression. The statistical significance was considered as P < 0.05. RESULTS: The results showed that there was a significant positive correlation between the oocyte donation intention with all constructs of planned behavioral theory (P < 0.050). Planned behavior theory constructs explained 47% of the variance of oocyte donation intention. In addition, constructs of perceived power (ß = 0.461), control beliefs (ß = 0.154) and normative beliefs (ß = 0.125) were the strongest predictors of oocyte donation intention, respectively. CONCLUSION: Planning and implementing educational courses according to the constructs of the theory of planned behavior can be a great step toward the elimination of oocyte deficiency and infertility problems. Also performing of intervention or training strategies in the field of oocyte donation requires the enhancement of social norms and perceived behavioral control in the population under study.