Explanation of Body Modification and Tattoo through Theory of Planned Behavior

Among the rich history of tattoo culture, nowadays tattoos have been merchandised and became a common fashion and trend all over the world. This study discusses the explanation of body modification and tattoo through theory of planned behavior. This research extends The Theory of Planned Behavior (TBT) through the addition of perceived value concept. In this way, the study with the extended theory aimed to explicate people’s continuance application intentions and behavior on tattoo. Although there are many studies which utilize the Theory of Planned Behavior, a few studies tackled such tattoo issue from this extended theory. A broad literature review was engaged in order to conceptualize the variables of perceived benefit, perceived risk, general self-confidence and specific self-confidence, and their effect on consumer behavior. Following that, four hypotheses were developed to examine the explanation of body modification and tattoo through theory of planned behavior. The hypotheses were investigated using t-tests, ANOVA tests and regression analysis of data obtained via a survey of 240 respondents in North Cyprus. It was also found that there was a positive relationship between perceived benefit and perceived risk. To conclude, the theoretical and managerial implications of the findings, the limitations of the study and directions for future research are discussed.