Date of Publication

8-2013

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Gender and Sexuality | Marketing | Social and Behavioral Sciences

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Julie B. Tañada
Regina C. Dy

Abstract/Summary

With the constant increase of reported HIV/AIDS cases in the country, the study aims to assess the different factors that determine the intentions to use condom use among the most at-risk demographic of the epidemic: men who have sex with men.

The research used the Theory of Planned Behaviour and the Involvement Theory as frameworks to determine the level of intention of the sample population to use condoms. The study tested three constructs – behavioural, normative and control beliefs to see the direction and strength of their relationship in the sample population’s intention and eventual use of condoms.

The study was able to gather 101 Filipino respondents, currently living in Metro Manila, who has had a sexual encounter in the past 6 months at the time of the study, and reportedly single or does not have any exclusive relationships at the time of the study. An online survey was set up to gather 1/3 of the sample population, and the remainder of the responses were gathered through interviews.

It was concluded that all the research hypotheses were not rejected as behavioural, normative and control beliefs all have positive, significant linear relationships with the intention to use condoms among the sample population. It was also seen that there was a variation in strength among the constructs, with Control belief being the strongest (r = 0.577), followed by Normative belief (r = 0.556) and lastly, Behavioural belief (r = 0.381).

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG005455

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

119 leaves, 4 3/4 in.

Keywords

Condom use—Philippines; Gays—Sexual behavior—Philippines; Consumer behavior

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