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.

Available for download on Wednesday, May 11, 2022

Included in

Communication Commons

COinS