Antecedents Of Behavioral Intention Research Articles

Antecedents of behavioral intention and use of shared accommodation: Gender as a moderator

Purpose- As the recent global pandemic has brought international tourism to a halt for nearly two years, many countries have developed strategies to cope with the crisis by promoting domestic tourism. This study investigates the variables that contribute to customers’ behavioral intention to share accommodation The gender differences in using shared accommodation are explored. Design/methodology/approach - The authors used a survey instrument to collect data from 460 respondents from India. The respondents were consumers using shared housing. Partial least squares – structural equation modeling (Smart PLS-SEM) was conducted to test the structural model. Findings - The results reveal that (i) desire, frugality, and materialism are positively related to behavioral intention, and (ii) behavioral intention strongly predicts the use. The findings also suggest that gender plays a moderating role, such that the effect of desire and materialism on behavioral intention was stronger for women than for men. In addition, as frugality increases (from low to high), men show higher behavioral intention than women. The results also show that the negative effect of perceived risk is stronger for women than for men. Originality/value - The novelty of this study lies in the examination of gender as a moderator in the relationship between behavioral intention and use of shared accommodation. Implications for tourism and hospitality research are discussed.

An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps

This study aims to analyze the impact of consumption values on the adoption of NBG’s mobile banking services and the role of customers’ motivation and app adoption in this process. The study reveals users’ attitudes and behavior towards mobile banking by establishing significant connections between selected UTAUT constructs. Based on a critical case of the m-banking services of a leading Greek financial institution, we gathered 418 full-answered questionnaires from a convenience sample of 654 customers to test 18 research hypotheses. The research results confirm that the three selected UTAUT constructs, are antecedents of behavioral intention, supporting the initial assumption. This study analyzes the factors that drive the adoption and usage of mobile banking apps, providing valuable insights for marketing academia and managers.

How does risk aversion shape investors’ intentions? Evidence from the Indian corporate bond market

Risk aversion plays a crucial role in understanding how individuals make financial decisions and allocate their resources. This study analyzes the influence of risk aversion on behavioral intentions and explores the mediating role of attitudes, subjective norms, and perceived behavioral control. Additionally, it investigates the moderating effect of gender and financial literacy on behavioral intentions of investors. A sample of 400 people was collected from Indian retail investors by administering a structured questionnaire through stock brokering firms, and data were analyzed using Partial least squares – Structural equation modelling in the Smart PLS 3.3.9 software. The research found that risk aversion, attitude, subjective norms, and perceived behavioral control significantly impact an investor’s intention. Among all the antecedents of behavioral intentions, perceived behavioral control (β 0.481*) was found as a significant predictor of the intention compared to attitude (β 0.154*), subjective norms (β 0.224*) and risk aversion (β 0.082*) factors. Further, mediation analysis found that attitude, subjective norms, and perceived behavioral control partially mediated the relationship between risk aversion and intention. Lastly, the multi-group analysis revealed that gender and financial literacy did not moderate the association between risk aversion and intention.

확장된 계획행동이론을 통한 생태관광지 방문객의 행동의도에 대한 연구 -제주 동백동산 습지 방문객을 사례로-

The purpose of this study was to analyze the behavioral intention of eco-tourists
 which is essential for sustainable development of ecotourism. To do so, this study
 conducted the survey on visitors from Dongbaek-Dongsan wetland in Jeju Island based
 on applying Extended Theory of Planned Behavior which has been verified in the
 preliminary study in order to explain behavioral intention. This study explored Extended
 Theory of Planned Behavior composed of attitude, subjective norm and perceived
 behavioral control with additional factors including perceived value and environmental
 awareness as the antecedents of behavioral intention. As a result of this analysis, the
 relations between those factors and behavioral intention were identified that epistemic
 value, attitude and subjective norm, environmental awareness, and perceived behavioral
 control are in the sequence of the significant effects on behavioral intention. On the
 other hand, this study examined that functional value and emotional value did not show
 significant effects on behavioral intention. In conclusion, this study provides clear
 implications for ecotourism. It is necessary to develop marketing and promotional
 planning, and the various ecotourism programs that reflect visitors’ epistemic value,
 attitude and subjective norm, environmental awareness, and perceived behavioral control
 related to their behavioral intention. Also, it is essential to provide interpretation and
 education programs, and to organize governance with the participation of communities,
 environmental groups, experts and administration in order to raise social awareness
 regarding diverse values of ecotourism.

Multidimensional Analysis of Predictors of Behavioral Intentions in Music Festivals Using Environmental Psychology

Although scholars agree that the festival experience is multidimensional, there is still no consensus in terms of the dimensions of quality and perceived value, being the analysis of the utilitarian and sociopsychological perspectives of value in the musical context insufficient. This study uses a multidimensional analysis to investigate the predictors of attendees' behavioral intentions at an International Festival which is held annually since the year 2008. To this end, the article begins with festival quality, using perceived value and satisfaction as intermediate constructs, which are antecedents of behavioral intentions. The results show a positive impact of festival quality on the perceived value and a direct relationship between satisfaction and loyalty. The relationship between value and satisfaction was significant for only two of the dimensions (functional and emotional value). This knowledge is necessary to implement effective strategies to improve festival experiences and satisfy attendees' musical, artistic, psychological, and social needs.

AR and VR-based travel: a responsible practice towards sustainable tourism

PurposeDrawing on the UTAUT-2 model, the study attempts to accentuate the role of augmented reality (AR) and virtual reality (VR) based tourism products and services in enhancing responsible travel behaviour (RTB). This paper aims to examine the emergence of AR- and VR-based tourism in emerging economies, outlines the issues and contributing factors and discusses possible mitigation measures.Design/methodology/approachFollowing the triangulation method of research, a dual study involving both focus group discussions and questionnaire-based surveys were undertaken. The grounded theory approach was adopted to develop a structural framework followed by an empirical validation process.FindingsCritical dimensions such as performance anticipation, effort anticipation, referent power, facilitating factors, perceived value and perceived risk were found as antecedents of behavioural intentions (BIs) towards adopting AR- and VR-based tourism products. Moreover, cultural involvement and marketing stimuli emerged as moderating factors driving the BI towards RTB.Practical implicationsThis paper outlines key elements that contribute to the adoption of AR- and VR-based tourism products and services in emerging economies, which would enable marketers and practitioners to strategize their tourism offerings.Originality/valueThe study takes a dual perspective of both tourists and tour operators and presents a critical overview of the AR- and VR-based tourism industry, taking an emerging economies’ perspective. The study further attempted both the triangulation method and grounded study approach for establishing a hypothetical framework, which is a unique attempt in itself.

Smartphone Alcohol Use Disorder Recovery Apps: Cross-sectional Survey of Behavioral Intention to Use.

BackgroundAlcohol use disorder (AUD) carries a huge health and economic cost to society. Effective interventions exist but numerous challenges limit their adoption, especially in a pandemic context. AUD recovery apps (AUDRA) have emerged as a potential complement to in-person interventions. They are easy to access and show promising results in terms of efficacy. However, they rely on individual adoption decisions and remain underused.ObjectiveThe aim of this survey study is to explore the beliefs that determine the intention to use AUDRA.MethodsWe conducted a cross-sectional survey study of people with AUD. We used the Unified Theory of Acceptance and Use of Technology, which predicts use and behavioral intention to use based on performance expectancy, effort expectancy, social influence, and facilitating conditions. Participants were recruited directly from 2 sources; first, respondents at addiction treatment facilities in Ontario, Canada, were contacted in person, and they filled a paper form; second, members from AUD recovery support groups on social media were contacted and invited to fill an internet-based survey. The survey was conducted between October 2019 and June 2020.ResultsThe final sample comprised 159 participants (124 involved in the web-based survey and 35 in the paper-based survey) self-identifying somewhat or very much with AUD. Most participants (n=136, 85.5%) were aware of AUDRA and those participants scored higher on performance expectancy, effort expectancy, and social influence. Overall, the model explains 35.4% of the variance in the behavioral intention to use AUDRA and 11.1% of the variance in use. Social influence (P=.31), especially for women (P=.23), and effort expectancy (P=.25) were key antecedents of behavioral intention. Facilitating conditions were not significant overall but were moderated by age (P=.23), suggesting that it matters for older participants. Performance expectancy did not predict behavioral intention, which is unlike many other technologies but confirms other findings associated with mobile health (mHealth). Open-ended questions suggest that privacy concerns may significantly influence the use of AUDRA.ConclusionsThis study suggests that unlike many other technologies, the adoption of AUDRA is not mainly determined by utilitarian factors such as performance expectancy. Rather, effort expectancy and social influence play a key role in determining the intention to use AUDRA.

Antecedents of behavioral intention to use online food delivery services: An empirical investigation

The online food delivery market in India perseveres to grow at a sustained pace. The business has unique dynamics and challenges with the spike in orders during weekends, meeting delivery schedules during peak demand, offering deep discounts to address wavering customer loyalty, reducing cash burns, and managing food quality inconsistency. In contrast, the fast-paced life and the rise of millennials in the workforce is likely to assure a promising future for the food aggregators. The above backdrop has led the researchers to pursue this study. An empirical study was carried out to explore the consumption occasion and the antecedents of online food ordering in the select cities in Karnataka, India. The data was collected from 385 respondents through telephonic and mail survey using a structured questionnaire. The responses were analyzed using exploratory factor analysis and multiple regression. The result of the study indicated a positive association between the constructs ‘buying motives’, ‘aggregator attractiveness’, and customer satisfaction. The variation in customers` satisfaction is largely attributable to the convenience of order placing, food quality, availability of food and restaurant reviews, offers and discounts, faster home delivery, and the wide choice of restaurants listed on the aggregator’s website. Additionally, the aggregator attractiveness showed a higher impact on customer satisfaction as compared to buying motives.

The antecedents of behavioural intention for island tourism across traveller generations: a case of Bali

ABSTRACT Island tourism presents the natural beauty and the authenticity of local culture that provides a unique experience for foreign tourists. If not being managed properly, tourist abundance at the island destination can threaten the destination quality which can actually harm tourists and reduce trust. The main objective of this study is to construct an understanding regarding the effect of destination quality on trust and behavioural intention. The sample in this research was 450 international tourists visiting Bali, Indonesia. Bali is a natural-based and cultural-based tourism destination which offers natural beauty, the authenticity of local culture, and unique cultural attractions. WarpPLS was used to analyze the effect of destination quality, trust, word-of-mouth intention, and revisit intention. The findings show that destination quality has a significant effect on trust. Trust is proven to have a significant effect on word-of-mouth intention and revisit intention. In addition, the results of this study also show that destination quality has a direct effect on word-of-mouth intention and revisit intention. More in-depth results show that in generation Y, destination quality has no significant effect on word-of-mouth intention and revisit intention.

Using micro-lectures in small private online courses: what do we learn from students’ behavioural intentions?

ABSTRACT The purpose of this study is to apply the Technology Acceptance Model to identify the determinants affecting students’ behavioural intentions when it comes to using micro-lectures. The conceptual framework included three antecedents of behavioural intentions – perceived usefulness of micro-lectures; perceived ease of use of micro-lectures; and user satisfaction. Moreover, the four first-order constructs of content richness, user satisfaction, vividness and self-efficacy were incorporated into the framework based on the theoretical construction. Employing a structural equation modelling approach, the hypothesised model was validated empirically using data collected from China. This study examines two factors (perceived usefulness of micro-lectures and user satisfaction in terms of micro-lectures) related to learners’ behavioural intentions to continue using micro-lectures. Additionally, micro-lecture compatibility, micro-lecture self-efficacy and the vividness of micro-lectures emerged as critical predictors of the perceived usefulness of micro-lectures. The findings provide practical implications for educators and micro-lecture learning system developers.

Factors Influencing Intention to Use Social Media Sites for Holiday Destination Selection by the Young Generation

The main objective of the study was to examine the factors that influence attitude towards usage of social media for holiday destination selection by the young generation, specifically university students and to explore the antecedents of behavioural intention to use social media sites. A structured questionnaire was used to gather data for this study, yielding a total of 350 responses suitable for analysis. Regression analysis was employed to test the hypotheses. The results revealed that social presence, perceived ease of use, perceived usefulness and perceived enjoyment all positively influence attitude towards use of social media sites. Revealed by the results also is that perceived behavioural control, subjective norm and attitude also positively influence behavioural intention. Social media developers should develop sites, which are attractive, fun and exciting so that the young generation can be attracted. Moreover, destination marketers must ensure that all the important information is posted on their social media sites pages. Studies have been conducted on the usage of social media sites for searching travel related products, but limited research has been done focusing specifically on the usage of these sites by the young generation, such as university students in the South African context.

Antecedents of Behavioral Intentions on Online Travel Agent Company: Comparison between Generation X and Millennial

Antecedents of Behavioral Intentions on Online Travel Agent Company: Comparison between Generation X and Millennial

Social Media Communication and Consumers Decisions: Analysis of the Antecedents for Intended Apps Purchase

The purpose of this study is to investigate how consumer’s socialization could shed light on social commerce apps behavioral intention (SCABI). Social commerce communication, virtual community trust, post-usage usefulness, perceived enjoyment, subjective norm, attitude toward the apps, and behavioral control are proposed as the several antecedents of behavioral intention of social commerce purchase decisions. Drawn from the Theory of Planned Behavior and social exchange paradigm, a theoretical model was developed and a list of (17) hypotheses was tested empirically. The sample included 230 respondents; structured equation modeling (SEM) was employed for measurement and structural evaluation. Prior to the evaluation of the measurement model and structural relationships, the indices for evaluation of goodness of model fit were obtained and the results show satisfactory values. The statistical results imply a reliable and valid measurement scale and the direct relationships were mostly supported. However, the virtual community trust → post usage usefulness, perceived enjoyment → SCABI, social commerce communication → attitude, attitude → SCABI, and subjective norm → attitude relationships were not supported. Therefore, social media, which is a highly social-related communication platform, plays a pivotal role in consumer decision making for online product purchases. Practical and theoretical implications are discussed.

Motivation and attachment to a diving destination: The case of Medes Islands (Catalonia, Spain)

Motivations and place attachment constructs have been previously used as antecedents of behavioral intentions regarding a destination. Nevertheless, previous studies investigating behavioral intention models have paid little attention to the influence of motivations on place attachment and the influence of place attachment on behavioral intentions within the same structural model. This article develops an integrated model to investigate these relationships. Data were collected from recreational scuba divers in Catalonia, Spain. The results suggest that personal escape and personal seeking are the main motivations, and these factors influence place dependence and place identity. Other findings indicate that place dependence influences behavioral intentions more than place identity. In addition, the level of involvement in the activity moderates the links between constructs in some of the relationships.

Examining the Relationships Among Antecedents of Behavioural Intentions in Adventure Sports Context

Abstract Introduction. This study aims to examine the structural relationships between value, satisfaction, and behavioural intentions among adventure sports trainees through Partial Least Square Structural Equation Modelling (PLS-SEM). The constructs of service value and satisfaction have been examined as antecedents of behavioural intentions. Material and methods. The conceptual model was tested with primary data which were collected - through multistage sampling - from 230 participants of adventure sports training in Himachal Pradesh, India using Partial Least Square Structural Equation Modelling (PLS-SEM). Results. Functional value, emotional value, and novelty value were found to significantly influence satisfaction, as hypothesised, while social value and value for money had an insignificant influence on the satisfaction of adventure trainees. Satisfaction was shown to have a significant influence on the intention to revisit, the search for alternatives, and word-of-mouth referral as behavioural intentions of adventure trainees. Conclusions. This study has confirmed the significant positive influence of functional value, emotional value, and novelty value on adventure trainees’ satisfaction. Satisfaction has a direct positive influence on the intention to revisit and word-of-mouth referrals, while it has a negative influence on the search for alternatives. Satisfaction has been found to have a partial mediation effect on the relationships between the five dimensions of service value and behavioural intentions.

Reciprocity between soccer events and visited destination in a border context

ABSTRACTThe study proposes a conceptual model based on hypothesized relationships among team fanship, satisfaction with the event, and host city as antecedents of behavioral intentions in the United States–Mexico border context. The analysis used data from 290 visitors who attended three soccer games of the Xoloitzcuintles team of Tijuana. The results revealed (1) the emotions felt at the visited destination had significant influences on fanship, satisfaction with event venue, and intentional behavior; (2) fanship and event satisfaction do not seem to influence the visitors’ intentions to return and recommend the visited place; (3) gender and duration of the stay showed a significant moderating function.

The antecedents of behavioral intention regarding rural tourism destination

ABSTRACTThe main purpose of this study is to build an understanding of the effects of customer experience on trust and behavioral intention. The samples used in this study were 155 local tourists who made a one-time visit only to a village tourism in Sleman Regency, the Special Region of Yogyakarta, Indonesia. It is the village that is located on the slopes of Mount Merapi, offering recreational activities, entertainment, cultures, and outdoor adventures for tourists. Generalized Structured Component Analysis is used to analyze the correlation between customer experience and trust and behavioral intention. The findings reveal that customer experience has a significant effect on trust. Moreover, it also indicates that customer experience has a significant effect on behavioral intention, and so does trust. The findings of this study suggest that customer experience on trust is the antecedent of behavioral intention.

Analisis Faktor-Faktor Yang Mempengaruhi Willingness To Subscribe: Telaah Pada Layanan Video On Demand Netflix

The present study is to identified factors that affecting the willingness of subscribe of video streaming services which is Netflix. The conceptual framework for this study included two antecedents of behavioral intention as proposed by TAM which are Perceived ease of use and Perceived usefulness. On other hand, four first order construct interactivity, perceived price, content richness, and free alternative was added to the framework. Theoretical model in this study are presented with 6 hypotheses to be tested with structural equation model. Sampe data was collected using questionnaire method from 140 respondents who are aware of Netflix and already tried the free trial offer from Netflix. The result derived from fitting the SEM on the sample indicated that Willingness to subscribe is positively influenced by Content Richness, Perceived Usefulness, perceived ease of use, but negatively influenced by Free Alternatives and Perceived price. On the other hand, result shows no significant effect between Interactivity and Willingness to Subscribe
 Keywords: Video streaming, Perceived ease of use, Perceived usefulness, Content Richness, Willingness to Subscribe

Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics

This paper tests a model based on hypothesized relationships among sport involvement, place evaluations; at the level of venue and host city, and event satisfaction as antecedents of behavioral intentions. The relationships are explored among a sample of people attending the 2012 London Olympic Games (n = 603). Spectators completed questionnaires at event venues, providing responses at the place and time of the consumptive experience. Confirmatory factor analysis was employed to determine the dimensions of the constructs and to test the validity of measurement items. The structural model indicated that sport involvement and place attachment influenced revisit intentions but this was not the case for event satisfaction. This suggests that although tourism will benefit when spectators experience a psychological connection with event venues, the Olympic Games offer a distinctive event experience that does not have a direct influence on intentions to revisit the host city.

Cross-border tourists' behavioral intentions: the Green Line of Nicosia, Cyprus

The cross-border tourism market draws attention from the tourism industry due to its attraction, and because it offers economic opportunities for residents on both sides of the border. Despite the importance of this market, only a few studies have developed behavioral-intention models in this context. This study aims to contribute to filling the gap in knowledge about the antecedents of tourists’ behavioral intentions in visiting cross-border areas. Four antecedents of behavioral intentions are proposed based on a literature review. Specifically, this research examines an integrated model of behavioral intentions towards a cross-border area through the simultaneous relationships among sensation-seeking, perceived crowding, value, satisfaction, and behavioral intentions. International tourists who were visiting the border area in Nicosia, Cyprus, and crossing the border at the Ledra Street checkpoint, were interviewed (N = 1401). The results, gathered from structural equation models, indicate that sensation-seeking, perceived crowding, and value influence satisfaction; perceived low crowding influences behavioral intentions; value influences satisfaction; and satisfaction influences behavioral intentions. Additionally, the level of expectations was tested by means of a multi-group analysis. The tourists’ expectations were seen to exert a moderating effect on all of the relationships hypothesized in the model. The implications for policymakers are discussed.