The present research integrates core aspects of anger activism theory (AAM) with the theory of planned behavior to investigate factors influencing online activism in a Web site. The findings of online survey of the members of an activism Web site suggest that adding emotion in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory.
Download PDF: Integrating Emotion and the Theory of Planned Behavior to Explain Consumers’ Activism in the Internet Web Site
