Formation Of Behavioral Intentions Research Articles

Restaurant Atmosphere and Behavioral Intention

The concept of atmosphere, which refers to the design of the purchasing environment, aims to create certain emotions that increase the consumer's purchase intention. The atmosphere of any business in question can be effective in consumers' restaurant preferences. In order to gain an advantage in a competitive environment, businesses can provide customer satisfaction by conducting studies on the atmosphere. Therefore, controlling consumer behavior has become extremely important. At this point, the concept of behavioral intention formation, which is the output of consumers' purchasing process, emerges. Behavioral intention can be estimated by consumer behavior, consumers' attitudes towards behavior, subjective norms regarding behavior, and perceived control over performing the behavior. Examining the effect of restaurant atmosphere on behavioral intention after purchase is one of the factors of strategic importance for businesses. In this context, the purpose of the research is to reveal the effect of restaurant atmosphere on behavioral intention after purchasing the service. The survey form, which was created as a result of the literature review, was used as the data collection tool in the research. The research population consists of customers of Tourism Operation Certificated Restaurants operating in Ankara. Descriptive statistics CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Model) analyses were used in the evaluation of data and hypotheses. According to the findings obtained as a result of the analysis, all hypotheses created for the restaurant atmosphere dimensions (facility aesthetics, ambiance, lighting, layout and employees/personnel) were supported according to the research results. When the effect coefficients of the sub-dimensions of the restaurant atmosphere scale are examined, it is seen that the highest effect is in the "layout" dimension and the lowest effect is in the "facility aesthetics" dimension. It was determined that the restaurant atmosphere has a significant and positive effect on behavioral intention.

Do Consumers’ Perceived Attributes and Normative Factors Affect Acceptance Behavior Towards Eco-Friendly Self-Driving Food Delivery Services? The Moderating Role of Country Development Status

The advent of self-driving technology marks a significant milestone in the evolution of modern transportation and logistics services. More importantly, self-driving food delivery services are expected to play a significant role in environmental protection by operating on batteries instead of the traditional gasoline. The current study examines the relationship between perceived attributes, image, normative factors, and behavioral intentions in the context of eco-friendly self-driving food delivery services. The study deepens the framework by identifying the moderating role of country development status. The study gathered samples from 313 panels in South Korea, a developed country, and 315 respondents in Mongolia, a developing country. The results of the South Korean dataset showed that two types of perceived attributes, perceived innovativeness and perceived risk significantly affect image, which in turn leads to the formation of behavioral intentions. Normative factors, such as subjective norms and personal norms, also positively affect behavioral intentions, and subjective norms increase personal norms. The results of the Mongolian dataset indicated that all paths are statistically supported. Lastly, the moderating role of the country development status was found in the relationship between (1) perceived innovativeness and perceived risk, (2) subjective norms and personal norms, and (3) subjective norms and behavioral intentions.

Perceptions of pet-accompanying tourism: Pet owners vs. nonpet owners

This study used a mixed-methods design combining qualitative interviews (30 respondents: pet owners and nonpet owners) and quantitative questionnaires (832 valid samples) based on the extended theory of planned behavior (TPB) to explore the formation of behavioral intentions in pet owners and nonpet owners in pet-friendly tourism destinations. This study found that the green environment of tourism destinations significantly affects behavioral intention, specifically for pet owners. In contrast, perceived constraints had no significant effect on behavioral intentions. In addition, although pet owners and nonpet owners showed consistency in their attitudes toward pet tourism, there was a significant difference in the importance they placed on a green environment. This finding not only enriches the application of the TPB in the field of pet tourism, but also emphasizes the importance of the green environment in pet tourism planning and provides the industry with targeted recommendations for improvement.

Determinants of Cultural Tourism Engagement: An In-depth Analysis of Tea Culture Tourism at Wuyi Mountain, Fujian Province, China

We aim to uncover factors affecting tourists’ intention to visit Wuyi Mountain as a tea culture tourism destination. This study utilized a questionnaire survey method to collect 403 Generation Z tourists from Beijing, Shanghai, and Shenzhen. Furthermore, this research conducts a structural equation model to process the data. The results indicate (1) Cultural identity has a direct positive impact on behavioral intentions, indicating that the stronger the sense of cultural identity, the stronger the tourists' behavioral intentions; (2) Attitude, subjective norms, and perceived behavioral control also have direct positive impacts on the behavioral intentions of Generation Z tourists, suggesting that these factors play essential roles in the formation of behavioral intentions; (3) Cultural identity indirectly influences behavioral intentions through attitude, subjective norms, and perceived behavioral control, with these factors serving as significant mediators between cultural identity and behavioral intentions.

An integrated model of artificially intelligent (AI) facial recognition technology adoption based on perceived risk theory and extended TPB: a comparative analysis of US and South Korea

ABSTRACT The purpose of this research work is to merge two theories (i.e. the perceived risk theory and the extended theory of planned behavior) to explain for the formation of behavioral and switching intentions toward artificial intelligent-based facial recognition technology, particularly in terms of restaurant payment. The moderating role of cultural differences is explored in the framework. Sixteen hypotheses are tested by using a sample of 337 South Korean and 342 U.S. consumers. Time and privacy risks significantly influence the attitude of only the Koreans, while psychological risks only influence the Americans. Attitude and subjective norms significantly affect intention to switch to face recognition payment and use this method for both groups. Moreover, the findings reveal that cultural differences play a significantly moderating role in the relationship between psychological risk and attitude toward artificial intelligent-based facial recognition technology.

Factors influencing pre-service special education teachers’ intention toward AI in education: Digital literacy, teacher self-efficacy, perceived ease of use, and perceived usefulness

The use of artificial intelligence in education (AIEd) has become increasingly significant globally. In China, there is a lack of research examining the behavioral intention toward AIEd among pre-service special education (SPED) teachers in terms of digital literacy and teacher self-efficacy. Building on the technology acceptance model, our study evaluated the aspects influencing pre-service special education teachers’ intention toward AI in education. Data was gathered from 274 pre-service SPED teachers studying at a Chinese public normal university of special education and analyzed using structural equation modeling (SEM). The results show that digital literacy is associated with the perceived usefulness and ease of use of AIEd, which influences SPED teachers' intention to use AIEd. Additionally, digital literacy significantly impacts the self-efficacy of SPED teachers. Given these results, AI designers in special education should comprehend the effectiveness and usability of AIEd for fostering behavioral intention formation. Simultaneously, special educational programs that identify key content and activities for digital literacy training should be developed, and educators should attempt to execute the relevant pre-service training to enhance the intention of pre-service SPED teachers toward AIEd.

Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising

Green consumers increasingly consider animal welfare (AW) in their decision-making, demonstrating a growing awareness of ethical considerations beyond conventional environmental concerns. However, with an increase in greenwashing, skepticism has grown among consumers. Regardless of manufacturers' efforts to enhance consumer awareness via green advertising, consumer skepticism toward these advertisements creates doubt and consequently reduces positive attitudes and intentions to buy green products. This study investigated the variables that impact Vietnamese consumers' decision-making processes toward green beauty care products. Specifically, we focused on the role of AW concerns and skepticism toward green advertising. For this study, we adopted the timulus-response organism (SOR) framework, which is known for its ability to analyze the impact of environmental stimuli (S) on personal perceptions (O), leading to specific responses (R). We elucidated the relationship between concern for AW and green advertising skepticism (GAS) as stimulus factors, green brand trust (GBT) and attitude toward green products (ATT) as organism factors, and three sub-dimensions of behavioral intentions (BI): green purchase intention (GPI), word-of-mouth (WOM), and willingness to pay (WPP) as response factors. We explored the mediating effect of ATT on the relationship between GAS-GPI and AW-GPI. This study involved 386 Vietnamese participants surveyed using convenience sampling. Smart PLS v3.2.9 software was used to analyze the data using structural equation modeling. The hypothesis test using PLS-SEM confirmed that (a) GBT had a positive effect on BI and ATT; (b) ATT had a positive effect on BI; (c) GAS had a negative effect on GBT and WPP, but not on GPI and WOM; and (d) AW had a positive effect on GPI and WOM, but not on ATT and WPP. Surprisingly, this study found insufficient statistical evidence to support the mediating role of ATT in the relationship between GAS-GPI and AW-GPI. This study highlights the importance of integrated advertising and education campaigns in increasing customer awareness toward green products and the significance of comprehending the cultural context when developing marketing strategies, especially in emerging markets such as Vietnam, where environmental concerns are skeptical and AW issues are relatively new. The study delved into the Vietnam market and specifically examined beauty care products labeled as “not tested on animals.” Additionally, we addressed a gap in the existing research by investigating the combined influence of AW concerns and GAS on the formation of green behavioral intentions (GBI).

What keeps historical theme park visitors coming? Research based on expectation confirmation theory.

Culture is one of the most important factors in attracting tourists and influencing the tourist experience. In China, "theme park" is a new field of tourism research, an excellent theme park can not only drive the development of a city's tourism industry, but also help it better publicize its history and culture. The article takes Kaifeng, China as the background, and selects the Song Dynasty historical and cultural theme park, which was established based on the traditional ink painting Qingming Riverside Drawing, as an example, to study the factors affecting tourists' travel experience in historical and cultural theme parks, and based on which it explores the reasons for the formation of tourists' satisfaction and post-trip behavioral intentions, to provide references and suggestions for the development of cultural theme parks from the point of view of travel experience. Based on the expectation confirmation theory, this essay introduces five constructs, namely, expectation (tourism motivation), performance (service quality), confirmation (tourism experience), satisfaction, and post-trip behavior intention, to construct a model of the factors influencing tourists' satisfaction by tourism experience in historical theme parks and analyze the intrinsic correlation among the factors within the model. It is found that tourists' tourism experience is mainly affected by tourism motivation and service quality, satisfaction and post-trip behavior intention are jointly determined by the above three. According to the research results, this study believes that tourism motivation, service quality, and tourism experience should be the focus of attention of the current tourist destinations, therefore, focusing on tourists' motivation to optimize the quality of service, helping tourists to enhance the sense of tourism experience, and improving based on the above focuses is of great significance to promote the development of historical and cultural theme parks.

Impact of Social Media Marketing on Purchase Intention: The Moderating Role of Perceived Enjoyment

The purpose of this study is to the effect of social media marketing on the purchase intention as the mediating role of perceive enjoyment. This study used the Theory of Planned Behavior (TPB) to examine the variables that influenced participants’ decisions about whether or not to buy tickets to events using social networking sites. This study presented an online survey disseminated through social media based on TPB, using a quantitative research approach. Controllers of events pages on Facebook, Twitter, and Instagram formed the sample population of the study. Convenience sampling technique use for this study and select ample of N= 125. The review showed that all research protocols were accepted. Among all the independent variables of event fans intention, event fans behavior EWOM and brand loyalty had a significant positive effect on the dependent variable of intention to purchase event tickets. This study provided statistical support for the performance of the TPB when it comes to event marketing and social media activities. This suggests a deeper understanding of rational decision-making and social influences in the formation of behavioral intentions and intentions. The model also included a component of subjective pleasure. While there was perceived interest, the event’s social media pages were well received. This emphasizes the importance of presenting information and content in an engaging and simple way. When it comes to promoting events, perceived enjoyment seems to be an important influence. This highlights the need to create a great user experience for the product page, emphasizing customer feedback, information sharing through their engaging product-related stories and experiences between social media, for customers connect, communicate, share with their friends and help, that’s a brand new marketing strategy. Event marketers should use social media to help create, promote and organize events. If the marketing goal is to spark broad interest in the event, social media is a great way to reach a core group of customers, members and donors.

코로나 바이러스 감염증 위험 상황의 예방 행동 의도 형성 과정에서 SNS의 영향

코로나 바이러스 감염증 위험 상황의 예방 행동 의도 형성 과정에서 SNS의 영향

확장현실 레스토랑에 대한 지각된 혁신성이 태도와 행동 의도에 미치는 영향

Considering the potential of using extended reality technology in the restaurant industry, this study examined the importance and necessity of perceived innovativeness to customer reactions. For this purpose, data were collected through an online survey company and 298 samples were used for empirical analysis. The analysis results showed that perceived innovativeness has positive effects on attitude, intention to use, and word-of-mouth intention. In addition, attitude played an important role in the formation of behavioral intentions. Furthermore, gender and age functioned partly as moderators. More specifically, men showed a more favorable attitude than women when they perceived an extended reality restaurant as innovative. Concerning age, attitude significantly moderated the relationship between attitude and intention to use in the 'high-age group' (39 years old or older). The current paper was the first to study the extended reality restaurant, so its findings can have much theoretical importance. Consequently, this study suggests theoretical and practical implications in developing effective management strategies for companies that have introduced or plan to use extended reality restaurants in the future.

Nature-based solution for state park travelers’ self-rated mental health, emotional well-being, and life satisfaction: impact of national culture

ABSTRACT This study uncovers the complex inter-relations among natural environmental quality as nature-based solutions (NBS), emotional well-being, mental health, and life satisfaction in state park travelers’ behavioral intention formation. This research also explores the moderating influence of national culture. A quantitative approach was made by using the data collected from three distinct cultures (India, the United States, and Korea). The proposed theoretical framework contained a sufficient prediction power for intention. A vital role of study variables in life satisfaction and intention generation was evident. National culture moderates the relationship among constructs in India and Korea but not in the US.

“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption

Previous studies implied the different behavioral intention formation of a specific object for individuals in different age groups, but few research to Chinese consumers’ sustainable fast fashion behaviour were found considering the enormous amount of consumption and waste of fast fashion products in China. Meanwhile, as a fast developing country, it might be insufficient to conduct research ignoring the consequences of different education level and growing environment among different generations.Data were collected by a professional Chinese company (Wenjuanxing), using a structured questionnaire with closed-ended questions in line measurements in previous literature. In total, 275 respondents participated in the survey. It was then decided to adopt factor analysis, structural equation modelling and hierarchical regression analysis in order to fulfil the purpose of this research.Different outcomes signified the constructs in theory of reasoned actions may have limited prediction power to Chinese culture and consumers, and differs in different age groups. More importantly, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly and positively moderating attitude to intention in consumers aged 26-39.This study suggest that retailers can develop effective marketing program, in order to encourage sustainable consumption among Chinese consumers. In addition, strategies can be designed accordingly with the characteristics of different age group of consumers to achieve maximum effectiveness.This study provides valuable insight into consumer behaviour regarding sustainable consumption among different ages, and how to effectively interpret the differences through a social and psychological perspective. The attempt can also be replicated in other collective companies for marketing sustainable fast-fashion consumption. Keywords: Consumer behaviour, Sustainable consumption, Chinese consumers, Fast-fashion, Theory of Reasoned Actions DOI: 10.7176/JMCR/88-03 Publication date: January 31 st 2023

Impact of Live Chat Service Quality on Behavioral Intentions and Relationship Quality: A Meta-Analysis

The purpose of this research is to synthesize by means of a meta-analysis knowledge acquired to date on the impact of live chat service quality on customer behavioral intentions and relationship quality. An analysis of twenty-nine topical studies demonstrates that live chat capability unquestionably contributes to the formation of customer behavioral intentions, while enhancing customer relationship quality. The study also identifies those variables which exert a moderating effect on behavioral intentions and relationship quality (e.g., age, culture, product typology), and therefore sheds light on the conditions in which these services generate the most benefits. Based on the findings of the meta-analysis, the authors point to gaps in the literature, propose a varied choice of topics for future research by academics, and suggest an extensive lineup of tools and advice for managers.

Driving youngsters to be green: The case of plant-based food consumption in Indonesia

Environmental degradation and the rising popularity of healthy, sustainable diets have increased public awareness of the importance of plant-based food (PBF). This creates opportunities for unique business development, and comprehending strategies to strengthen consumers' favorable green attitude and behavior is crucial. Youngsters embrace this shift in food choice. This study aims to provide a holistic understanding of the formation of attitude and behavioral intention toward PBF by integrating consumption value, environmental concern, and perceived cost as the drivers, as well as assessing the gender moderating role. Data was gathered through online questionnaires from 334 young green customers from Indonesia's greater Jakarta region. Using partial least squares for data analysis, this study reveals that environmental concern, and the functional, social, and conditional values are significant predictors of attitude and behavioral intention. Further, this research shows that gender does not moderate the association between attitude and behavioral intention, and its drivers. These findings provide guidance for PBF business managers to improve their competitiveness and, at the same time, contribute toward a more sustainable environment.

The Role of Hotel Environmental Communication and Guests’ Environmental Concern in Determining Guests’ Behavioral Intentions

Over time, more and more hotels have begun to include sustainability policies into their operations management. Hotels go green for a variety of reasons, including cost savings, public funding, staff commitment, public scrutiny, investor relations, and general societal good. However, one of the primary motivations for hotels to go green is to respond to rising consumer awareness of environmental issues. Indeed, consumers are becoming increasingly aware of hotels’ environmental impact and seem to appreciate hoteliers’ efforts towards sustainability, enhancing customer satisfaction and contributing to the formation of positive behavioral intentions and indirectly increasing firms’ competitiveness. By reason of that situation, many hotels started to introduce green practices in a proactive manner, with the double goal to involve green consumers and to improve their economic performance. Third-party verified eco-labels ensure that hotels meet environmental performance criteria and provide reliable communication to their customers in this context. We propose a conceptual framework to investigate whether green practices implemented by Italian “Legambiente Turismo” certified hotels contribute significantly to the formation of guests’ positive behavioral intention toward green hotels and the importance of green communication on guest attitude and behavior, starting with a review of the literature on eco-labelled hotels. To test the hypotheses, a survey of visitors from two Italian hotels with the ecolabel was undertaken, and Partial Least Square Structural Equation Modelling (PLS-SEM) was used. The PLS-SEM analysis leads to accepting eight out of the eleven hypotheses tested. Results from the model testing show the role played by guest environmental concern in influencing guests’ perception of hotels’ green communication and the role of the latter in influencing guest perception of hotel green practices. The findings of the study are useful for hotel managers and decision-makers because they clarify the relevance of environmental communication and guest environmental awareness in visitor recognition of hotels’ environmental efforts. The study also confirms the link between green practices implementation and increased market awareness and loyalty to green hotels.

Effect of Despotic Leadership on Employee Turnover Intention: Mediating Toxic Workplace Environment and Cognitive Distraction in Academic Institutions.

Despotic leadership builds adverse emotions and turnover intentions in the employees of an educational organization. This study investigated the relationships among despotic leadership, toxic workplace environment, cognitive distraction, and employee turnover intention. This study is based on social exchange theory (SET), social psychology theories of behavioral intention formation (such as the theory of reasoned action and the theory of planned behavior), and of the despotic leadership style. A survey questionnaire containing 28 items was completed by 240 faculty members from four Chinese universities. The responses were documented on a seven-point Likert scale. We applied PLS–SEM (partial least squares structural equation modeling) to measure the effects. The outcomes showed that despotic leadership influenced employee turnover intention in academic institutions. Toxic workplace environment correlates with employee turnover intention. Cognitive distraction also correlates with employee turnover intention. Toxic workplace environment mediates the relationship between despotic leadership and employee turnover intention. Similarly, cognitive distraction mediates the relationship between despotic leadership and employee turnover intention. The study concluded that despotic leadership, toxic workplace environment, and cognitive distraction might increase employee turnover intention. This study adds to the literature in the field of despotic leadership, toxic workplace environment, cognitive distraction, and employee turnover intention in academic institutions. Furthermore, it offers valuable and practical implications along with recommendations for future research.

Quality-Certified Hotels: The Role of Certification Bodies on the Formation of Customer Behavioral Intentions

This study attempts to explore the role of certification bodies on the formation of customer behavioral intentions. A structured questionnaire was used to collect data from hotel customers in Spain. The results of the structural equation modeling indicate that a certified hotel’s image will positively influence stay intention and willingness to pay a premium. At the same time, awareness of, and trust in, certification bodies both have a positive effect on a certified hotel’s image. Finally, awareness of certification bodies also exerts a positive effect on trust in certification bodies. The results offer hoteliers potential strategies for customer behavioral intentions enhancement.

The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond

The purpose of this study is to examine the effects of experiential value and novelty on the formation of customer satisfaction and behavioral intention towards a robot barista coffee shop (RBCS). For the analysis, a set of hypotheses was developed and tested based on data collected from 300 customers who had visited a RBCS in South Korea. The findings of the study confirmed the importance of atmosphere, novelty, and consumer return on investment as factors that influence satisfaction and behavior intention. This study contributes to the existing knowledge about experiential value by suggesting important factors that can predict consumer behavior towards RBCS and practical insights for coffee shop management according to untact consumption changes were proposed.

Studi Kasus Penderita Diabetes Mellitus Tipe 2 Ditinjau dari Protection Motivation Theory

A healthy lifestyle, including health behavior, illness behavior, as well as sick role behaviorplay a key role in managing type 2 diabetes mellitus (T2DM) as well as limiting its complications. This qualitative descriptive with case study research design utilized a type 2 diabetes mellitus patient who had good Self-Management Diabetes aims to describe the formation of health behavior in patients with type 2 diabetes mellitus reviewed by using Protection Motivation Theory (PMT). PMT consists of five components, namely the Severity, Vulnerability, Response Effectiveness, Self Efficacy, and Fear. Results suggest that the five components in PMT can be used to predict behavioral intentions that are highly related to one’s behavior, and the information either from the environment or intrapersonal plays a role in giving results in the formation of behavioral intentions to make changes in lifestyle, which leads to the emergence of health behaviors.