The purpose of this study is to develop a service norm construct influencing behavioral intention in a service purchasing situation and investigate how the construct is related with other constructs in the theory of planned action model. Furthermore, a moderating variable, self-monitoring concept, in the model is considered.
As a result, the influence of attitude, subjective norm, and perceived control on behavioral intention were all significant. Other consumers" norm was a significant factor affecting behavioral intention. Service provider norm, however, was not significant. In addition, self-monitoring played a moderating role in the model.
The implication of this study is that service company or manager should consider service customer compatibility because focal customers are conscious that they face other customer"s response.

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