Theory Of Behavior Research Articles

Effect of ecoliteracy on farmers’ participation in pesticide packaging waste governance behavior in rural North China

Farmers’ participation in pesticide packaging waste (PPW) governance is important for improving agricultural pollution and achieving sustainable agricultural development. By incorporating the theory of planned behavior, value-belief-norm theory, cognition and behavior theory etc., we construct a theoretical model comprising “ecoliteracy–farmers’ WTP in PPW governance–participation in PPW governance behavior.” This study investigates how ecoliteracy affects farmers’ participation in PPW governance and explores the mediating effect of farmers’ willingness to participate (WTP) in PPW governance. We use structural equation modeling to analyze data collected from a questionnaire survey including 1118 samples of Chinese farmers. The results show that (1) Ecoliteracy significantly affects farmers’ WTP in PPW governance. Ecological cognition, emotion, values, and knowledge and skills positively affect WTP in PPW governance, while ecological cognition and ecological knowledge and skills significantly affect participation in PPW governance behavior. (2) Farmers’ WTP in PPW governance mediates ecoliteracy and governance participation behavior. (3) Heterogeneity analysis reveals that different planting scales, different planting categories, and receiving/not receiving government project support have different effects on farmers’ participation in governance behavior. Farmers in the large-scale group are more likely to participate in governance than those in the medium- and small-scale groups, and farmers in the mixed grain and economic category are more likely to participate in governance than those in the economic and grain categories. Furthermore, farmers who receive government support are more likely to participate in governance than those who do not. Our results can serve as a policy making reference for promoting PPW governance in various regions.

ChatGPT Adoption in Marketing: Exploring Drivers and Barriers through Behavioral Reasoning Theory

Recent advancements in Generative Artificial Intelligence (GAI) have paved the way for developing sophisticated language models such as ChatGPT, which are widely employed across various areas, including marketing. However, despite its benefits in marketing, little attention has been paid to understanding the factors influencing ChatGPT adoption among marketing professionals. Also, existing literature tends to focus more on the advantages of ChatGPT, while there is a paucity of studies focusing on potential barriers to its adoption. To fill these gaps, a framework was developed using Behavioral Reasoning Theory and validated through a survey of 390 marketing experts. The study finds that marketers’ reasons for (against) positively (negatively) influence their attitude and adoption intention toward ChatGPT, and uncertainty avoidance as a cultural value significantly affects marketers’ attitudes and reasoning. Furthermore, this study highlights digital literacy’s moderating role, intensifying the negative relationship between “reasons against” and the intention to adopt ChatGPT, though it does not significantly affect the association between “reasons against” and attitude. Additionally, the findings offer managerial guidance for facilitating the adoption of GAI tools.

An environmental mitigation behavior model predicting waste reduction among young coastal tourists in Bangladesh

PurposeThe main purpose of this study is to develop an environmental mitigation behavior model (EMBM) for predicting waste reduction behaviors among young coastal tourists in Bangladesh by modifying and extending the theory of planned behavior (TPB).Design/methodology/approachThe research has been administered by applying mixed method (both qualitative and quantitative), where study-1(qualitative) identifies factors, study-2 (quantitative) verifies factors by employing exploratory factor analysis (EFA) approach, and study-3 confirms factors influencing waste reduction behaviors among young coastal tourists by employing confirmatory factor analysis (CFA). Study-2 collects 385 valid responses and analyzes by applying the principal component analysis (PCA) technique with the Varimax rotation method by using SPSS-v25, and Study-3 collects 501 valid responses and analyzes by partial least structural equation modeling (PLS-SEM) technique, using Smart PLS3.3.3.FindingsThe study findings have revealed that waste reduction intention and perceived ecological balance significantly influence waste reduction behaviors among young coastal tourists in Bangladesh. Further, waste reduction intention is significantly predicted by mitigation attitude, resource conservation norms and environmental perceptions. Furthermore, environmental ethics significantly affects mitigation attitudes and resource conservation norms.Practical implicationsThe study offers several insightful implications (e.g. incentives, charging fines, environmental awareness-related knowledge-based campaign, etc.) for policymakers and industry operators, which may be a dynamic cost-effective mechanism for reducing waste at coastal tourism destinations in Bangladesh as well as in the world.Originality/valueThis study addresses the need for developing a model that can explain waste reduction behaviors among young coastal tourists in Bangladesh, and thus, the study uniquely postulates the theory of environmental mitigation behavior for predicting waste reduction behaviors by modifying and extending the TPB.

The role of involution on Chinese youth pursuit of postgraduate education abroad: examine through the lens of normative social behaviour

ABSTRACT Involution has gained significant traction in China in recent years, particularly in the realms of education and employment. With the economic slowdown, more individuals opt for postgraduate studies to enhance their skills and remain competitive. The keen competition in China has prompted some to pursue further studies abroad, while others leverage academic qualifications obtained from prestigious overseas universities to engage in job involution upon returning home. This phenomenon has been examined by a qualitative research, employing the Theory of Normative Social Behaviour (TNSB) as a lens for analysis. Through the TNSB, the study explores how involution functions as a social norm, influencing the pursuit of postgraduate education abroad among young individuals as a normative social behaviour. The research involved in-depth interviews with 15 mainland Chinese postgraduate students, focusing on three key norms. Descriptive norms shed light on the influence of peers and family members on students’ decisions regarding further education. Injunctive norms reveal how young individuals’ perceptions of external rewards and intrinsic benefits impact their pursuit of postgraduate studies. Collective norms explore the societal influences that shape their choices. Based on the findings, suggestions have been put forward to utilize involution as a driving force for healthy societal progression.

Application of bursting pressure and conventional drained behavioural theory to the Brumadinho failure

The Brumadinho tailings dam failure in 2019 has had a profound impact on the way tailings engineers analyse and interpret stability, with the focus of assessments moving away from conventional drained behaviour to consideration of undrained and post-liquefaction resistance. One of the contributing reasons is that the Expert Panel investigation of the failure concluded that, despite the drained factor of safety being adequate, the failure took place in an undrained manner. This paper examines the Brumadinho failure from a conventional drained perspective using two-dimensional limit equilibrium and finite difference modelling. Collectively, these analyses show that the failure can also be explained by a drained triggering mechanism and therefore suggest that several additional lessons may be learnt from the failure.

THE ROLE OF PERCEIVED ATTRACTIVENESS IN SHAPING CONSUMER PREFERENCES: A STUDY OF SPORTS BRAND T-SHIRT PURCHASING BEHAVIOR AMONG COLLEGE STUDENTS IN ZHENGZHOU, CHINA

The preference of customers is very impactful for the sports brand T-shirt making companies. The growth in the sportswear industry of China and preference of college students towards it, is significant, however, changes like change in trend and personality riots of consumers is considered significant. In this literature review chapter, previous research findings are presented about perceived attractiveness and its influence on purchasing behaviour of T-shirts with sports brands among college students in Zhengzhou, China. The review also investigates general theories like social identity theory as well as consumer buying behaviour theories where determinants like customer’s attitude, brand image and advertisement have been identified as determinants in the buying process. Brand reputation is identified in the literature to play a huge role in increasing perceived product attractiveness as well as how customer attitudes act as the mediating factor between perceived brand image and actual purchase behaviour. The quantitative method has been used by selecting 410 students to conduct surveys for using their purchasing behaviour and preferences. Along with this, SPSS and SmartPLS have also been used here. Some recommendation has been provided and some limitations have also been identified while conducting the study.

Beyond perceived risk: COVID-19 vaccination more strongly linked to individual risk perception in wheat areas than rice areas

Vaccines save lives, but vaccine hesitancy remains a global health challenge. That makes it critical to explore the factors that influence whether people get vaccinated. Perceived risk is a pivotal factor in traditional theories of health behavior, such as the Risk Perception Attitude framework and the Health Belief Model. However, studies have found that these models are less predictive of COVID-19 vaccination in some cultures. Studies that test culture by comparing nations are useful, but nations have different healthcare systems and policies that are hard to equate and control for. We addressed this question by testing regional cultural differences in China. Drawing on the rice theory, we compared residents in China's historical rice-farming areas (which are more interdependent) with those in wheat-farming areas (which are more independent). Our survey data from 1872 participants in 29 provinces found that models of perceived risk explained COVID-19 vaccination mainly in historically wheat-farming areas. Conversely, in historically rice-farming areas, perceived risk did not explain vaccination behavior. These findings suggest that cultural factors that are rooted in historical farming practices influence vaccination behaviors. By comparing regions within the same country, we can rule out confounds of national policy and healthcare systems. These insights could help policymakers understand how to tailor vaccination campaigns to people from different cultures.

An innovative guanidinium-based ionic covalent organic frameworks with abundant aromatic rings for high-efficiency naproxen removal: Adsorption behavior, mechanisms, and density functional theory calculations

In recent years, naproxen (NPX) has raised significant environmental concerns requiring urgent attention. This study presents an innovative guanidinium-based ionic covalent organic framework (TFPB-TgCl), containing abundant aromatic rings, which was successfully synthesized via Schiff base reaction for the efficient and selective removal of NPX. Remarkably, TFPB-TgCl manifested a maximal NPX adsorption capacity of 308 mg/g at pH = 5. The adsorption on the active site (AOAS) model highlighted the simultaneous occurrence of both physical and chemical adsorption during the NPX uptake. The coefficients of the physical adsorption rates (5.6479, 1.9224, and 1.9224 min−1 for NPX concentrations of 20, 50, and 100 mg/L, respectively) were significantly higher than those of the chemical adsorption rates (0.1759, 0.0681, and 0.0567 g·mg−1·min−1 for the same concentrations), indicating the predominance of physical adsorption. Furthermore, the multilayer adsorption (MLA) model suggested that an adsorption site can interact with more NPX molecules, benefiting from various electrostatic and π-π interactions. The negative values of enthalpy change (ΔH° = −11.956 kJ/mol) and Gibbs free energy (ΔG < 0) confirmed the exothermic and spontaneous nature of the adsorption process. Additionally, in the optimal adsorption configuration (−131.57 kcal/mol), the Independent Gradient Model based on Hirshfeld partition (IGMH) was utilized to identify interaction sites between the guanidinium group of TFPB-TgCl and the carboxyl group of NPX, with subsequent electrostatic potential (ESP) analysis emphasizing their crucial role in electrostatic adsorption. Overall, the adsorption mechanism of electrostatic and π-π interactions in TFPB-TgCl highlights the significant contribution of its guanidinium and aromatic rings in facilitating NPX adsorption.

From green entrepreneurial intention to behaviour: The role of environmental knowledge, subjective norms, and external institutional support

The United Nations’ Sustainable Development Goals have been gaining traction. Green entrepreneurship has emerged as an appealing strategy for governments and educators to address environmental problems. This study examines the determinants affecting the transformation of green entrepreneurial intention into behaviour, a previously unexplored area. Specifically, the moderating roles of sustainability orientation, environmental knowledge, subjective norms, and external institutional support on the effect of green entrepreneurial intention on behaviour are examined. A quantitative survey of 663 Taiwanese individuals was conducted between November and December 2022. The factor structure was evaluated using exploratory factor analyses. The positive relationship between green entrepreneurial intention and behaviour was validated using multiple regression analysis. Environmental knowledge, subjective norms, and external institutional support, but not sustainability orientation, had positive moderating roles. These findings enrich existing theories, including the theory of planned behaviour and social cognitive career theory, and provide practical guidance to educators and policy makers promoting green entrepreneurial action.

The Mediating Effect Of Market Liquidity On The Relationship Between Financial Liberalization And Stock Market Returns Among East Africa Community Member Countries

The motivation for this study stems from the critical role of financial markets in economic development and the need to understand the factors influencing stock market performance in the East African Community (EAC) member countries. Financial liberalization, market liquidity, and macroeconomic stability are pivotal in shaping stock market returns. However, empirical studies examining these relationships within the EAC context are limited, prompting this comprehensive analysis. The general objective of this study was to investigate the effect of financial liberalization, market liquidity, and macroeconomic factors on stock market returns among EAC member countries. The study was anchored on the theory of financial liberalization, neoclassical theory, efficient market hypothesis, behavioral finance theory, and the general theory of employment, interest, and money. Data were collected from secondary sources, including financial reports, stock exchange databases, and relevant economic databases, covering the period from 2002 to 2021.The study employed fixed-effects regression models, chosen based on the Hausman specification test, to control for unobserved heterogeneity across countries. Baron and Kenny’s approach was used to test for mediation and moderation effects. The analysis involved examining the direct and, mediating relationships between the key variables. The findings revealed that financial liberalization significantly and positively affects stock market returns. Conversely, market liquidity was found to mediate this relationship, enhancing the positive effects of financial liberalization. The study concludes that financial liberalization is a crucial determinant of stock market performance in the EAC region. Market liquidity plays a significant role in amplifying the benefits of financial liberalization. For policymakers, the study recommends policymakers in EAC should focus on developing infrastructure that supports efficient trading systems. This recommendation is based on the finding that higher market liquidity significantly boosts the positive effects of foreign assets and liabilities on stock market returns

Self-regulatory and self-efficacy mechanisms of weight loss in women within a community-based behavioral obesity treatment.

Given the traditional methods of treating obesity through education on controlling eating and increasing exercise have largely failed beyond the very short term, a more intensive focus on psychosocial correlates of those weight-loss behaviors has been suggested. Multiple behavioral theories incorporate self-regulation, self-efficacy, and mood; however, their interrelations and effects over both the short and long term within cognitive-behavioral obesity treatments remain unclear. Within a novel community-based program with women with obesity who had either low (n = 29) or high (n = 71) mood disturbance scores, there were significant improvements in exercise- and eating-related self-regulation and eating-related self-efficacy-primary targets of that intervention-with no significant difference in those changes by mood disturbance grouping. Changes in the summed exercise- and eating-related self-regulation scores significantly mediated relationships between changes in eating-related self-efficacy and weight (over both 6 and 12months). There were similar results with mediation assessed via the extent exercise-related self-regulation carried over to eating-related self-regulation. In both of those models a reciprocal relationship between self-regulation and self-efficacy changes was indicated. In serial multiple mediation equations, paths of changes in exercise-related self-regulation → eating-related self-regulation → eating-related self-efficacy → weight were significant. However, paths were not significant when change in self-efficacy was entered as the predictor (initial) variable. Findings suggest viability in first focusing on exercise-related self-regulation, then eating-related self-regulation, in the course of increasing self-efficacy and probabilities for inducing enough sustained weight loss to improve obesity-associated health risks. Benefits of field-based research findings generalizing to weight-management applications were suggested.

Exploring Reasons For Self-Harm Among Teenagers: A Phenomenological Study Of Selected Public Secondary School Students In Nairobi County, Kenya

Self-harm involves a person injuring themselves deliberately. This may take any form. This study aimed at deepening understanding of the phenomenon of self-harm through a qualitative research approach based on phenomenological research design. The research was conducted in Embakasi Girls High School and Our Lady of Mercy Girls High School in Nairobi County, Kenya. The objectives of the research were to know the reasons for self-harm, and the possible mitigation measures. A population of seven respondents were interviewed. The theories of dual harm model and Cognitive Behavioral Theory were used. Data was collected through semistructured interview questions developed by the researcher. This allowed for transparency and enabled extraction of subjective details on the topic. The study employed purposive; typical case and convenient sampling approaches. Descriptive data was then analyzed through thematic content analysis where the researcher identified repeated patterns guided by the research objectives. The results identified cutting, burning, scratching, and medication overdose as the types of prevalent self-harm. Loss and grief, bullying, relationship strains, distressing emotions, and academic pressures were some of the reported reasons for self-harm. Results suggested counseling and being listened to as mitigation measures. Some did not know the kind of help they needed while others stated that they did not need help. The findings are likely to help psychologists, parents, learning institutions, and society; to understand some basic psychological needs of adolescents who engage in self-harm and devise ways of helping them

Habitualness, reward and external constraints: Exploring the underlying influences of daily water intake using the Situated Assessment Method2

AbstractUnderstanding what facilitates and hinders water drinking is crucial to inform interventions for preventing underhydration. Using the Situated Assessment Method2, we extended previous research by examining what influences water drinking in daily life. We studied 213 UK adults, assessing 13 potential predictors (e.g. thirst, availability of other drinks) of their typical water intake across 10 everyday situations (e.g. during work, dinner). Participants then reported their actual water intake in these situations over three alternating days during a 1‐week follow‐up. We evaluated the variability of water intake and its influences across individuals and situations and the prospective relationship between these influences and water intake. The 13 identified predictors explained substantial proportions of variation in water intake. Factors like habitualness (e.g. subjective effort), self‐relevance (e.g. health consciousness) and immediate feedback (e.g. taste) were positively associated with water intake. However, the influence of these factors varied significantly across individuals and situations. Our results suggest that various interrelated predictors facilitate and hinder water drinking behaviour, emphasising the importance of using comprehensive behaviour theories to inform research in this domain. They also align with growing evidence that reward may regulate habitual behaviour.

When do people switch queues? An empirical study of discretionary queue switching at a physical examination center

AbstractAutomatic queueing systems have been applied in many practical settings to guide customers through a sequence of service stages and achieve efficient queueing. However, our field observations of queueing from a large‐scale physical examination center, which adopts an automatic assignment system with the option of discretionary switching, reveal a relatively high likelihood of queue‐switching requests. That is, many queuers request overriding the algorithm's sequence and ask for a different one, leading to increased total waiting times. Motivated by these observations, this study investigates the behavioral mechanisms behind driving queuers’ switching decisions. Specifically, we examine the roles of two competing mechanisms as the waiting progresses: the motivation to explore a better opportunity (to reduce waiting time) and the consumption of cognitive resources for self‐control to adhere to the assigned queue. Our empirical results reveal a U‐shaped relationship between the examinees’ tendency to switch and the service progress. This U‐shaped relationship steepens when more (vs. less) queuers are ahead of the focal examinee and when the time is (vs. is not) “on an hour” (e.g., 9:00 and 10:00). This study contributes to the behavioral theory of queueing systems through a novel perspective highlighting the competing mechanisms driving individuals’ algorithm aversion behavior (i.e., queue switching) during the progress of multiple services, providing insights into how to design efficient queueing systems.

Influence Of Grief Counselling On Psychological Wellbeing Among Widows At Africa Inland Church, Nairobi Area Church Council, Kenya

The death of a spouse can be extremely unbearable and even psychologically incapacitating. Widows face challenges that deeply affect their psychological wellbeing. The church has remained the best place for most widows in seeking consolation. This study investigated the influence of grief counselling on psychological wellbeing among widows at the Africa Inland Church, Nairobi Area Church Council, Kenya. Materials and Methods: The study was informed by the Cognitive Behavioral Theory and the Dual Process Model of Coping with Bereavement. The study used a causal research design, and census sampling technique was adopted. The sample size of the study was 114 widows. The Brief Grief Questionnaire (BGQ), the Multidimensional Scale of Perceived Social Support (MSPSS) and the Psychological Well-being Scale (PWB) were used for data collection. The data was analyzed using SPSS version 25. Results: The findings showed that most (n = 66, 64.1%) of the widows were at high grief reaction, 22.4% (n = 31) of the widows had moderate grief reaction, while 13.5% (n = 15) were at low grief reaction. Also, 62.2% (n = 50) of the participants scored a high level of psychological wellbeing, 24.3% (n = 34) were at moderate level of psychological wellbeing, while 13. % (n = 28) of the participants were at low level of psychological wellbeing. Conclusion: The study established that grief counseling influenced the psychological wellbeing among widows (F- value (1, 5013.255) = .208, p = .030 ≤ 0.05). The study recommended that the leadership of the Africa Inland Church could work in collaboration with psychologists to formulate programs to reach out to the widows for psycho-education and possible coping strategies with regards to grief reaction

What about QR Codes on Wine Bottles? A Statistical Analysis of Technology’s Influence on Purchase Decisions Among Italian Wine Consumers

The growing significance of information availability about products for consumers represents a pivotal dimension in contemporary consumer behavior and decision-making processes. In the context of an ever-evolving global marketplace characterized by a huge number of choices, rapid technological advancements and increased consumer awareness, access to comprehensive product information has emerged as a fundamental factor affecting consumers’ preferences, choices, and satisfaction levels. There is a significant scientific gap on Italian wine consumers’ readiness to adopt emerging technologies. Therefore, the research objective is to investigate whether Italian wine consumers trust and are willing to use emerging technologies such as Quick Response (QR) code and Blockchain Technology (BCT) and to identify the factors influencing their acceptance. By examining and evaluating several crucial aspects in the context of wine purchases in Italy using an online survey, this work seeks to fill the gap in the literature. These crucial elements include customers' propensity for novelty, information-seeking behaviors, faith in new technology, and the intention to use them during wine purchasing. What can be derived is the positive interconnection between consumers novelty-seeking, information-seeking, intention to use the QR code and trust in emerging technologies. With other words, consumers’ information-seeking and novelty-seeking is interconnected and they positively determine consumers trust in technologies and their adoption. The implications of this study are twofold. Firstly, it enriches consumer behavior theory by providing new insights into how information availability and emerging technologies influence consumers’ decision-making processes, particularly in the context of the Italian wine market. Secondly, businesses can leverage these insights to enhance consumer trust and satisfaction, enabling them to make more effective marketing strategies, improve product transparency, and gain a competitive edge in the increasingly competitive wine market.

Behavioural Reasoning Theory Perspectives: Hospitality Accounting System Adoption

This study delves into the behavioural intention to adopt Hospitality Accounting Systems (HAS) in Bali's villa accommodation sector, employing the Behavioral Reasoning Theory (BRT) framework. Through a representative sample of 363 villa owners or managers, utilising the PLS-SEM technique, it explores how personal values, reasons for and against, and attitudes influence HAS adoption intentions. The findings underscore the significant impact of attitude on adoption intentions, with values significantly affecting attitude and reasons for and against. Interestingly, while reasons for directly influence intention, reasons against have the opposite effect. Future research avenues could explore additional factors influencing technology adoption and delve into the long-term implications of technology integration on organisational performance and user satisfaction. This study enriches theoretical frameworks and offers actionable insights for enhancing technology adoption in the hospitality industry and beyond.

Advancements in Stock Market Prediction Techniques: A Comprehensive Survey

The stock market, known for its unpredictable nature and complex workings, has been the focus of significant study. Conventional models frequently fail to fully capture the complex and diverse nature of stock market behavior. With the increasing complexity of financial markets, there is a rising demand for advanced strategies that can offer investors precise predictions and essential insight. There are several studies in this regard, from which we chose 24 modern studies from the year 2018 to the year 2023 in various ways to come out with results that are the focus of a new start in the prediction. This review collected different machine learning methods and deep learning techniques, including deep neural networks, which were then used to build powerful prediction models. Integrating behavioral finance theory with quantitative indicators and financial news provides a unique perspective on stock market dynamics. Also, The Efficient Market Hypothesis (EMH) highlights the significant impact of future information, such as news, on the valuation of stocks. Combining deep learning techniques in forecasting and examining the stock market represents an essential stage in financial research, it offers a more intricate comprehension of the intricacies of stock market dynamics. However, obstacles still need to be overcome, and it is essential to use prudence when applying reported accuracies to actual trading situations. The convergence of behavioral finance, efficient market hypothesis, and deep learning present opportunities for more investigation, offering a more comprehensive method of forecasting stock market trends

해외 골프 관광의 행동 이론

해외 골프 관광의 행동 이론

SNS화장품 광고에서 화장품구매행동, 소비성향, 외모관심도가 추천의도에 미치는 영향에 관한 연구 : 광고모델 매력성의 조절효과를 중심으로

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.