The prediction of Internet utilization behavior of undergraduate agricultural students: An application of the theory of planned behavior

• We investigate determinants of Internet usage of agricultural undergraduates.
• Perceived behavioral control is the most significant predictor of Internet use intentions.
• Subjective norm and intention are the strongest predictors of Internet utilization behavior.
• The theory of planned behavior could explain effectively Internet utilization behavior.

The theory of planned behavior has received significant attention more recently. This study used a survey to apply the theory of planned behavior to predict the Internet utilization behavior among 214 undergraduate agricultural students in Iran. Coefficient correlations and linear regressions were employed to analyze relationships among constructs. Results revealed that subjective norm and intention were the strongest predictors of the Internet utilization behavior, which explained 57% of the variance. Perceived behavioral control was the most significant predictor of the Internet use intentions. Subjective norms, to a lesser degree also had important influences on intention. Attitude did not surface as an effective direct predictor of the Internet utilization behavior. Finally, the theory of planned behavior was supported as an effective model explaining the Internet utilization behavior. The most prevalent reason to stop using the Internet was that they were experiencing problems getting access to the Internet.