Theory Of Behavior Research Articles

Determinants of health poverty vulnerability in rural areas of Western China in the post-poverty relief era: an analysis based on the Anderson behavioral model

BackgroundAlthough China has eliminated absolute poverty, the effects of sickness still pose a threat to the prospect of returning to poverty in western rural areas. However, poverty governance extends beyond solving absolute poverty, and should enhance the family’s ability to resist risks, proactively identify the existence of risks, and facilitate preventive measures to reduce the probability of falling into poverty again. This study aimed to assess the health poverty vulnerability of rural households in western China and decompose its determinants.MethodsBased on survey data from 2022, the three-stage feasible generalized least squares method was used to calculate the health poverty vulnerability index. Then, Anderson’s health behavior theory model was extended to analyse various influencing factors using binary logistic regression, and the contribution of each influencing factor was decomposed using the Shapley index. Finally, Tobit regression and the censored least absolute deviations estimation (clad) method were used to test the model’s robustness.ResultsA total of 5455 families in the rural Ningxia region of western China were included in the study. The health poverty vulnerability index of the sample population in 2022 was 0.3000 ± 0.2223, and families with vulnerability ≥0.5 accounted for 16.9% of the sample population. From the Anderson behavioral model, the three models including propensity, enabling, and demand factors had the best fit, and the AIC and BIC values were the smallest. The Shapley decomposition showed that the dimensions of the propensity factor, number of residents, age and educational level of the household head, and dependency ratio were the most important factors influencing vulnerability to health poverty. Tobit regression and the clad method proved the reliability of the constructed model through a robustness test.ConclusionRural areas still face the risk of becoming poor or falling into poverty owing to residents’ health problems. Health poverty alleviation should gradually change from a focus on treatment to prevention, and formulate a set of accurate and efficient intervention policies from a forward-looking perspective to consolidate the results of health poverty alleviation and prevent widescale poverty return.

Toward system innovation for more sustainable chemistry: insights into consumers’ perceptions, knowledge, and behavior related to traceability and product design strategies along leather supply chains

The leather industry is a complex system with multiple actors that faces a fundamental transition toward more sustainable chemistry. To support this process, this article analyzes challenges of the industry and consumers’ roles as a nexus of transition-relevant developments. We present findings of an empirical study (N = 439) among consumers on their perception of leather, related knowledge, and purchasing behavior. We found that participants perceived leather as natural, robust, and of high quality. Knowledge about the manufacturing of leather products was overall limited but varied. Applying a psychological behavior theory, we found that being aware of environmental and health consequences from conventional manufacturing of leather products was positively associated with a personal norm to purchase leather products that are less harmful to environment and health. The perceived ease of buying such products was positively associated with their purchase. Our findings shed light on consumers’ roles in the current leather system and their support of niche innovations toward more sustainable chemistry. Against this backdrop, we discuss implications for product design, consumer information, and needs for traceability along supply chains.

What do we know about cryptocurrency investment? An empirical study of its adoption among Indian retail investors

PurposeThis study aims to examine the cryptocurrency adoption (CA) level among Indian retail investors who use cryptocurrency as an investment and mode of transaction.Design/methodology/approachThrough self-administered survey questionnaires, data is collected from 397 retail investors of Haryana (India). This study adopted a quantitative method using partial least squares structural equation modeling (PLS-SEM).FindingsThis paper offered a robust model with a high explanatory value for CA in which four of the five proposed factors of diffusion of innovation theory (trialability, compatibility, complexity and observability) and one of the two proposed factors of consumer behavioral theory (perceived value) significantly influences CA. More specifically, the absence of regulatory support is a barrier to the broad adoption of cryptocurrencies, as its regulations are necessary to mitigate or minimize uncertain outcomes.Research limitations/implicationsThis research primarily focuses on CA in India. Thus, it can be extended to cover diverse other countries for more precise results.Practical implicationsThe results provide insights to the government to design the policies, better regulate and make investment strategies that can ultimately enhance CA. In addition, the study’s results also inform financial educators, policymakers, employers and academicians about the significance of several variables affecting CA in India.Social implicationsFrom a social standpoint, this study is an advance that directs central banks and governments to develop, regulate and manage digital currencies and implement a digital currency ecosystem. Moreover, the results assist in understanding investors’ perceptions and decision-making perspectives toward cryptocurrencies through the country’s digitalization.Originality/valueThis paper fills the study gap to assist policymakers and cryptocurrency experts in broadening their knowledge base and recognizing prioritized intentions. Additionally, this study provides a theoretical model with the latent variable for a present and pertinent matter.

Is managerial ability a catalyst for driving digital transformation in enterprises? An empirical analysis from internal and external pressure perspectives.

In a dynamic and competitive business environment, managerial ability emerges as a pivotal strategic factor for capitalizing on new opportunities within the technological revolution and digital transformation of enterprises. Based on data from Chinese A-share listed firms spanning from 2009 to 2019, this study integrates insights from the upper echelons theory and the behavioral theory of the firm to investigate the moderating roles of historical aspiration shortfalls and industrial competitiveness on the relationship between managerial ability and enterprise digital transformation from internal and external pressure perspectives. Our findings indicate a positive impact of managerial ability on digital transformation. The relationship between managerial ability and digital transformation is reinforced by historical aspiration shortfalls; nevertheless, industrial competitiveness has attenuated the aforementioned relationship. This study contributes to a better understanding of the strategic implications of managerial ability within the context of organizational innovation strategies. It offers valuable insights into the decision-making processes of firms as they navigate the challenges of digital transformation within an ever-evolving business environment.

Rising Asian transactionalist players in the Middle East: deciphering the roles of China and India in the Persian Gulf

This article examines the evolution of China and India’s involvement in the Middle East, and what it means for the region’s geopolitical landscape. Using transactionalist behavior theory, it argues that the rising Asian powers follow different trajectories in the Middle East than the conventional, established powers led by the United States. Instead of following well-designed scripts, these new players’ role making and role performance in the region serve immediate, non-systematic goals, with a focus on short-term benefits. Our case studies of the two Asian powerhouses’ interactions with GCC countries and Iran show that China is now in a better position as compared to India due to the mass resources it possesses. So far, neither Beijing nor New Delhi is interested in playing catch-up with each other or with US. Yet, the regional actors’ increasing reception of ad-hoc, mutual transactions with their new Asian benefactors regardless of common values and long-term commitment diversifies the region’s landscape, ensuring that China and India will always find a role to play.

Millennials’ acceptance towards Qard al-hasan: extending Islamic theory of consumer behaviour

Purpose The purpose of this paper is to look into millennials’ acceptance of Qard al-hasan using the Islamic theory of consumer behaviour (iTCB) in Malaysia. Design/methodology/approach For this study, convenience sampling was used and 203 usable questionnaires were received from the respondents who are millennials and university students. The questionnaire link was distributed via social media platforms to the millennials. Findings The findings of this study reveal that there exists a strong and positive relationship between the role of iman and Maqasid consumer index in determining the millennial acceptance of Qard al-hasan. On the contrary, Islamic altruism does not turn out to be the factor of Qard al-hasan acceptance. Resultantly, these results suggest that millennials in Malaysia accept Qard al-hasan and based on those educational institutions may consider offering zero-interest benevolent loans to alleviate the financial burden of unprivileged students. Research limitations/implications Although this study provides positive results, a minimum of two research constraints may direct future efforts in this area. This study initially focuses on a specific ecosystem of Islamic financial products in Malaysia, with a particular emphasis on Qard al-hasan. As a result, subsequent research ought to strive to encompass a larger perspective on Qard al-hasan. Secondly, this research uses a theory that is still in the applicability phase, which has led to some productive discussions for further improvements. Originality/value To the best of the authors’ knowledge, this work is one of the few studies conducted on an empirical basis using the iTCB in the milieu of Qard al-hasan in Malaysia.

How do we motivate farmers to adopt low-carbon production? Analysis of extrinsic incentives’ internalization

Agriculture, especially crop production, is expected to assume more carbon reduction and sequestration responsibility. Worldwide, various extrinsic incentives are provided to stimulate farmers to adopt low-carbon crop production. However, how these extrinsic incentives transform to influence farmers' intrinsic decision-making has yet to be scientifically clarified. This study draws on Self-Determination Theory and Planned Behavior Theory to establish a theoretical framework underlining farmers' internalization and behavioral responses to extrinsic incentives for low-carbon production. Specifically, extrinsic motivators include mandatory regulation (functioning as external regulation), non-mandatory stimulation (as introjected regulation), organizational participation (as identified regulation), market opportunity (as integrated regulation), and knowledge capability (as the intrinsic motivator). These extrinsic and intrinsic motivators are prominent antecedents of farmers' low-carbon-production attitudes, subjective norms, and perceptions of behavioral control. Attitudes, subjective norms, and perceived behavior control mutually and positively influence farmers' intentions and behaviors regarding low-carbon crop production. Researchers surveyed 860 rice growers in China and analyzed the data using a Structural Equation Model. Results confirm the theoretical model and further elucidate the multiple motivators' effect heterogeneity. Specifically, knowledge capability (the intrinsic motivator) has the greatest impact on the farmers' low-carbon production, followed by non-mandatory stimulation (introjected regulation) and then by market opportunity (integrated regulation), with governments' mandatory regulation (external regulation) has the least and organizational participation (identified regulation) has no significant impact on farmers' low-carbon production. This study offers a new theoretical perspective focusing on the internalization of extrinsic motivators for influencing farmers' sequential responses (including their attitudes, intentions, and behaviors) regarding low-carbon production. Guidelines for designing incentives for farmers’ low-carbon production are provided accordingly.

The demand for online grocery shopping: COVID-induced changes in grocery shopping behavior of Canadian consumers.

The COVID-19 pandemic has had a lasting impact on many economies around the globe. One area where significant changes have been documented is consumer behavior. A questionnaire survey was carried out to understand the impact of COVID-19 on grocery purchase behavior of Canadian consumers and evaluate the permanence of these effects. With a focus on online grocery shopping, this work integrates multiple existing theories of consumer behavior to explore the influence of different factors on consumers' adoption of online mode of grocery shopping during the pandemic and their intentions to continue the use of this mode in the post-pandemic world. A total of more than 600 usable survey responses were analyzed using statistical analysis and a Logit econometrics technique. The results reveal that 72% of the survey participants had to alter their grocery shopping habits as a result of the COVID-19 pandemic; 63% of these consumers claim that the changes that occurred would prevail in the future, with no return to the "pre-COVID normal". The results also show that the pandemic resulted in significant proliferation of online grocery shopping among Canadian consumers. Further, the findings show that the important factors that explain adoption of online grocery shopping and the shift towards higher reliance on online grocery purchases in the future include the perceived threat of COVID, pre-COVID shopping habits, socio-demographic characteristics, and the variables that capture technological opportunities and abilities.

Development of early intervention program based on cognitive- behavioral theory for divorced children with emotional- behavioral disorders and its effectiveness in aggression of divorced children

Introduction: Divorce is one of the most important causes of tension and pressure on children. Aim: The research aimed to develop of early intervention program based on cognitive-behavioral theory for divorced children with emotional-behavioral disorders and its effectiveness in aggression of divorced children. Method: The research scheme was mixed (qualitative-quantitative). The statistical population in qualitative part consisted of articles and documents related to divorced children and all the professors and specialists in children’s psychological disorders and quantitative part consists of all the girls of divorced families of Astaneh-ashrafiyeh in 2022. Moreever 30 people were selected by purposive sampling and randomly replaced in experimental and control groups. The intervention program was performed in 12 sessions of 90 minutes, two session per week for experimental group. Instruments included Achenbach’s Children Behavioral Check list (2001) and Shahim’s Primary School Aggression Questionnaire (2006). The data in the qualitative part were analyzed by thematic analysis and in the quantitative part by multivariate analysis of covariance. Result: The results showed the content validity of the intervention program was equal to 0.75 up to 1 and there is significant difference between the pre-test and post-test scores of the groups in aggression (P<0.01). In general, the early intervention program based on cognitive-behavioral theory for divorced children with emotional-behavioral disorders is effective on aggression in divorced children (P<0.01). Conclusion: Based on findings developed intervention program was effective in aggression of divorced children. Therefore, this intervention program can be used as an effective intervention to reduce aggression of divorced children.

Media exposure and plastic-reducing behaviours in China: The mediating effect of environmental concern and locus of control.

The environmental problems caused by plastic pollution have increased at an astonishing speed. However, attempts to study the dynamics of plastic-reducing behaviours are few and far between. In this regard, based on the attitudinal-contextual-behavioural (ABC) theory of pro-environmental behaviours, this study conducts an online survey to analyse the functioning of media exposure on Chinese consumers' three types of plastic bag reducing behaviours during shopping, including saving inner plastic packaging bags by putting many goods into one bag, hand-carrying and bringing reusable bags. Employing the snowball sampling method, this study successfully collected 361 valid questionnaires for analysis. The findings of this study indicate that environmental concern and locus of control play mediating roles between media exposure and plastic-reducing behaviours. However, the study finds no supporting evidence for the mediating function of plastic pollution knowledge. These results have implications for plastic crisis managers and governmental officials. In designing media content for environmental education campaigns, it is advisable to prioritize strategies that evoke emotions over a sole focus on disseminating knowledge about plastic pollution.

ANALISIS PENGARUH TRANSFORMATIONAL LEADERSHIP TERHADAP DEVIANT BEHAVIOR IN WORKPLACE: JOB SATISFACTION SEBAGAI VARIABLE MEDIASI

This research aims to analyze the influencetransformational leadership todeviant behaviorworkplace. In addition, this research also investigates the rolejob satisfaction as an intermediate mediating variabletransformational leadership anddeviant behavior at workplace. The object of the research is employees who work at the Teluk Bayur Type A Class II Navigation District Office. Research data is primary data collected using a survey method of 35 respondents by completely filling in the questionnaire distributed. The analysis method uses Structural Equation Model (SEM) withsoftware Smart-PLS 3. The theory used is the theory of transformational leadership, deviant behavior, and job satisfaction. The research results show that four statements are valid for the variablestransformational leadership andjob satisfaction. Meanwhile variablesdeviant behavior at work has five valid statement items. The results of the hypothesis test show that the influencetransformational leadership todeviant behavior in the workplace is not directly evident. However, indirectly, it is a relationshiptransformational leadership anddeviant behavior in workplace mediated byjob satisfaction. The study results have theoretical and practical implications.

Cooking behavior among mothers of children aged 2-5 years old in Kendari, Southeast Sulawesi, Indonesia.

Cooking at home was associated with parental feeding practices. This study aimed to explore the interplay of components in cooking behavior of mothers with young children aged 2-5 years old in Kendari city of Southeast Sulawesi, Indonesia. This qualitative study involved 33 mothers from Kendari city, which was represented by each two sub-districts in coastal and mainland areas that were randomlyselected. Six focus group discussions (FGDs) were carried out using 20-item guide questions. The guide questions were developed following the Model of Goal-Directed Behavior (MGDB) theory approach exploring the components of cooking behavior i.e., skill, intention, desire, confidence, and attitude in cooking. Data analysis was performed in the field to assist decision on data saturation, followed by data analysis at desk through multilevel coding from the verbatim transcripts using NVivo R1 software. The data was analyzed thematically using pre-determined themes according to the MGDB theory. Emerging topics on enabling factors and constraints were captured to enhance our understanding of the complexity of cooking behavior. The mothers' mean age was about 30 years old with a comparable representation of younger and older mothers. Most mothers were housewives and accomplished secondary school level. The mothers' intention was shown as they frequently cooked at home and allocated time for cooking. The enabling factors included their knowledge about food and nutrition, food source availability, their confidence in cooking meals and following recipes, and their motivation to keep their children healthy representing some intrinsic factors. The main constraint was the lack of skill to make snacks. The other extrinsic barriers were dependence on mobile food sellers and the availability of food kiosks that facilitated children's snack preferences. The study obtained some insights that mothers had favorable cooking intention and desire, were supported with a confidence in some basic cooking skills. However, the existing constraints that encouraged the development of unfavorable children's snacking habit were beyond the mothers' control. A cookbook specifically for snack recipes that utilizes local ingredients may assist mother in preparing more healthier options for the children.

Attitude towards technical and vocational education and training (TVET): examining the effect of behavioral insights approach

ABSTRACT This study examines secondary students’ attitudes toward TVET. The public mindset of 3D illusions affects Malaysia’s future aspirations for TVET. The purpose of this study is to understand why high school students do not value skills education as a means of improving their career prospects. A behavioral Insights approach was developed based on behavioral theories and social learning theory to identify environmental, social, and personal influences on student attitude. In this study, two phases were conducted- a survey and an experimental phase. The overall findings indicated that there was a low level of negative attitudes toward TVET. As a result of experimental testing, significant changes in attitudes towards TVET’s curriculum & goals, as well as its roles, were discovered. The study results indicate that TVET literacy can reduce the negative mindset of TVET and encourage more after-school students to pursue TVET and join the pool of skilled workers.

High-Probability Request Sequence to Increase Compliance of Children With Autism Spectrum Disorder: A Meta-Analysis

Non-compliance is a challenge for practitioners serving children with and without disabilities. Many interventions have been developed to increase compliance. High-probability request sequences (HPRS), an antecedent-based intervention that is based on behavioral momentum theory, is one way to increase compliant behavior. HPRS includes the presentation of two-to-five easy or known tasks with a high probability of compliance immediately before requesting tasks with a low probability of compliance. The purpose of the current meta-analysis was to review the literature in the last 40 years on high- p request sequences as an intervention to improve compliance in children with autism spectrum disorder (ASD). Specifically, we examined the methodological rigor of the high-p single-case research for students with autism, identified the descriptive characteristics of these studies, and estimated treatment effects with Tau- U to determine whether HPRS is an evidence-based practice (EBP) for increasing compliance in children with ASD. Our results showed that HPRS is a very effective practice in increasing compliance in children with ASD (Tau- U = .87) and a promising EBP for improving compliance in children with ASD. Implications for future research and practice are discussed.

Student Perspectives on Internal and External Factors Influencing Vulnerability to Risk-Taking Behaviour among Girls in Public Day Secondary Schools in Kiambaa, Kiambu County, Kenya

The study investigated internal and external determinants of vulnerability to risk-taking behavior (RTB) among female students in public day secondary schools (PDSS) in Kiambaa, Kiambu County, Kenya. This was due to the high levels of RTB among secondary school girls that had been reported. The study integrated two theories, problem behaviour theory and empowerment theory. It employed a descriptive survey methodology. Using proportional stratified random sampling and purposive sampling procedures 96 girls participated in the study. A pilot study involving 10 students from Kiambu Sub-County was conducted to assess content and construct validity. Cronbach's alpha (α = 0.7) ensured internal consistency and reliability of variables. Data was collected through questionnaires and interviews, analysed using SPSS version 24 for quantitative data and content analysis for qualitative data, and presented via tables and figures. The findings revealed various RTB among girls, including unprotected sex, prostitution, drug use, abortion, theft, and fighting. RTB determinants encompassed factors like parental divorce, absenteeism, peer pressure, financial hardship, and lack of role models, excessive idle time, societal influences, and declining values. In conclusion, this study highlights the existence of RTB among girls in PDSS and underscores the complexity of factors influencing these behaviours. To effectively address RTB, a comprehensive approach that considers both internal and external factors is essential.

Explaining the experience of breastfeeding in women with gestational diabetes and designing and implementing an educational program based on planned behavior theory: a combined exploratory study protocol.

Gestational diabetes is a type of carbohydrate intolerance that is diagnosed for the first time during pregnancy. Researches have shown that gestational diabetes is associated with many negative prenatal and birth outcomes. Because of the complications such as infant death, several diabetics' mothers plan to stop breastfeeding. Research findings indicate a decrease in breastfeeding in mothers with gestational diabetes/ or contradictory tissues regarding the factors affecting the breastfeeding behavior of mothers with gestational diabetes and a special program to promote breastfeeding for these mothers based on the social and cultural conditions of Iranian society. The present study aims to design an interventional program with a mixed qualitative study based on the theory of planned behavior (PBT) to prevent the decrease of breastfeeding in diabetic mothers. A mixed methods exploratory design will be used to conduct this study in 3 phases. The first phase (qualitative): The purpose of the first phase is to understand the experience of breastfeeding mothers who had gestational diabetes, which will be done using the directed content analysis method. The purposive sampling will be used on pregnant mothers with gestational diabetes 30-34weeks and mothers with infants (up to 6months) with a history of gestational diabetes. The second phase include designing and implementing an educational program based on the PBT: Education will be conducted based on the needs assessment of the qualitative phase, the opinions of the focus group, and the literature review, then the breastfeeding behavior will be measured using the survey tool of "breastfeeding drop". The third phase: Interventional quantitative phase: The sample size will be carried out by a pilot study, then a designed program as an educational intervention for teaching breastfeeding behavior based on the PBT for 30-34weeks pregnant mothers with gestational diabetes will be implemented during 3-4 sessions and breastfeeding behavior will be evaluated after delivery. This is the first mixed-method study in Iran that led to implement an interventional program based on the theory of planned behavior. Because of the complications such as infant death, several diabetics' mothers plan to stop breastfeeding. We hope that the result of this research will be a step in solving breastfeeding problems in mothers with gestational diabetes.

ADHD Dog: A Virtual Reality Intervention Incorporating Behavioral and Sociocultural Theories with Gamification for Enhanced Regulation in Individuals with Attention Deficit Hyperactivity Disorder

The need for effective cognitive training methodologies has increased, particularly for individuals dealing with Attention Deficit Hyperactivity Disorder (ADHD). In response to this demand, Virtual Reality (VR) technology emerges as a promising tool to support cognitive functions. Addressing this imperative, our paper introduces ADHD Dog, a VR game designed to aid individuals with ADHD by harnessing the advancements in VR technology and cognitive science. Our approach integrates behavioral and sociocultural theories, alongside gamification, to foster player engagement and reinforce cognitive functions. The theories employed, including operant conditioning and social constructivism, are specifically chosen for their relevance to ADHD’s cognitive aspects and their potential to promote active and context-based engagement. ADHD Dog, grounded in the principles of neuroplasticity and behaviorist methods, distinguishes itself by utilizing technology to amplify cognitive functions, like impulse control, attention, and short-term memory. An evaluation by individuals with ADHD, psychologists and computer scientists yielded promising results, underscoring the significant contribution of blending narrative-driven gameplay with behavioral and sociocultural theories, along with gamification, to ADHD cognitive training.

Does negative environmental performance feedback induce substantive green innovation? The moderating roles of external regulations and internal incentive

AbstractWhen the environmental performance is below the aspiration, will firms make substantive changes? In order to answer this question, based on the behavioral theory of the firm, this paper examines the impact of negative environmental performance feedback on substantive green innovation (GI) and its influencing mechanism. It is found that the negative environmental performance feedback induces substantive GI, which is positively moderated by external regulations (i.e., government environmental regulation and public environmental concern) and internal incentive (i.e., executive equity incentive). Media pressure and risk preference act as mediators in the above promotion effect. Heterogeneity analysis shows that the above promotion effect as well as the moderating effects of external regulations are more pronounced in private firms, while the moderating effect of internal incentive is more pronounced in state‐owned firms. Furthermore, the above promotion and moderating effects are more pronounced after the ESG rating event of SynTao Green Finance Agency. This paper offers new sights into understanding the motives of substantive GI and policy suggestion for promoting firms to achieve sustainable development.

Planned behavior theory: Exploring health risk, insurance literacy, and infrastructure effects

ABSTRACT This study aimed to create a comprehensive health insurance coverage model, integrating key factors like health insurance literacy, health illness, and healthcare infrastructure availability, using the Theory of Planned Behavior (TPB) as its theoretical foundation. In Gujarat, India, a cross-sectional survey involving 1005 respondents was conducted. The survey measured the effects of health insurance literacy, health illness, and healthcare infrastructure availability on health insurance coverage. Data analysis was performed using Hayes's process macros model, considering socio-demographic factors to understand their influence on health insurance coverage. Unexpectedly, healthcare infrastructure and health insurance literacy didn't significantly affect health insurance coverage. However, attitude emerged as a key factor, influencing the intention to purchase health insurance alongside all independent variables. The study's model, incorporating health insurance literacy, health illness, healthcare infrastructure, and the TPB, provided detailed insights into the factors affecting health insurance coverage. The study highlights the critical role of attitude as a mediating factor in health insurance coverage, while demonstrating the minimal impact of healthcare infrastructure and health insurance literacy. It offers a novel model integrating TPB variables, providing valuable perspectives for policymakers, insurers, and healthcare providers.

Effect of emerging digital technologies and methodologies combined with incentives on HbA1c in patients with type 2 diabetes mellitus: study protocol for a parallel, open randomized controlled trial

BackgroundType 2 diabetes mellitus (T2DM) is a common metabolic disease that requires long-term management and treatment. Digital intervention, as an emerging medical model, has been widely used in the treatment of T2DM patients. Behavioral economics theory provides a favorable perspective for studying the effect of digital intervention because it can reveal the decision-making mechanisms behind human behavior and provide more effective interventions for digital intervention. The purpose of this trial is to evaluate the impact of behaviorally based digital intervention on T2DM patients’ HbA1c, self-monitoring of blood glucose (SMBG) testing rate, diabetes self-efficacy, and other indicators compared to conventional treatment.MethodsThis trial is a prospective randomized controlled trial conducted at the First People’s Hospital of Kunshan City from April 1, 2023, to December 31, 2024, with a follow-up period of 3 months. The specific randomization method was established and implemented through the EDC clinical trial center’s randomization system. We will measure and collect baseline data from three groups, including Group A: digital intervention + virtual incentives + conventional treatment, Group B: digital intervention + physical incentives + conventional treatment, and Group C: conventional treatment. HbA1c, weight, SMBG testing rate, diabetes self-efficacy, and diabetes-related medical expenses will be recorded at baseline, 1 month, 2 months, and 3 months for all three groups. The Shapiro-Wilk test will be used to test for normality, and Pearson correlation analysis will be used for correlation analysis. Dropouts will be analyzed separately. Analysis of variance or exact probability calculation will be used to compare demographic data and other baseline indicators.DiscussionThis study is a novel clinical trial that integrates multiple disciplines (economics and medicine) and uses digital technology to deliver the intervention. Most published studies were offline interventions based on behavioral economics theory, but very few were on online interventions for T2DM patients. This study has both novelty and social value.Trial registrationChinese Clinical Trial Registry ChiCTR2300070753. Registered on 2023/04/22.