Integrating the Theory of Planned Behavior and Bonding Social Capital to Examine Chinese Women’s Tampon Use Intentions

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Taylor & Francis (Routledge)

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Health Communication

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This study integrates the theory of planned behavior with a structural approach to examining social capital to investigate how bonding social capital affected Chinese women’s tampon use intentions. Bonding social capital was operationalized as network closure, which included two main dimensions: density and hierarchy. Results from an online survey (N = 766) showed that network density was positively associated with attitudes toward, social norms about, and perceived behavior control around tampon usage, while network hierarchy negatively predicted attitudes only. Moreover, the indirect effects of network density on tampon use intentions were mediated by descriptive norms and perceived behavior control. Examining women’s intentions to adopt a rarely used product in China, this study extended the theory of planned behavior into the realm of social capital in an understudied context. The findings provide practical implications for health communication practitioners in public education concerning feminine hygiene products and gynecological health.


Health Communication (published prior to print August 5, 2021). DOI.