Date of Award
Spring 2020
Document Type
Thesis
Degree Name
Master of Arts (MA)
Department
Communication
First Advisor
Kim, Young
Second Advisor
Chattopadhyay, Sumana
Third Advisor
Wolburg, Joyce M.
Abstract
Building on the theory of planned behavior and ego-network social capital, this study tested how different levels of network closure and brokerage influenced Chinese women’s tampon use intentions. Results from an online survey (N = 766) showed that network density was associated with positive attitudes, and high levels of injunctive norms and descriptive norms of tampon usage. Furthermore, results of a path analysis demonstrated that network density had indirect impacts on tampon use intentions through attitudes, descriptive norms, and perceived behavior control. This study extends the theory of planned behavior by incorporating ego-network social capital. Practically, the findings shed light on tampon promotion, public education of feminine hygiene products, and improvement in women’s gynaecological health.