Extended Theory Of Planned Behavior Model Research Articles

Understanding Chinese Tourists’ Future Travel Intention to Thailand: A Hybrid Approach Using Pls-Sem and fsQCA

China holds the position of top spender in international tourism. Despite that Chinese tourists’ behaviors have been researched extensively, limited attention has been given to understanding their travel intention towards Thailand, a popular destination in Southeast Asia. This study proposes a theoretical framework via extended theory of planned behavior (TPB) model to ascertain factors influencing Chinese tourists’ travel intention to Thailand. With 261 data collected online, the study carried out analysis by using partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). The results revealed that the predictability of the extended TPB model was improved, highlighted tourists’ attitudes and destination attachments played pivotal roles in determining tourists’ travel intentions, and perceived behavioral control positively affected attitude. Moreover, tourists’ attitudes and subjective norm significantly influenced destination attachment. The mediation analysis revealed that the effects of attitude and subjective norm on travel intention were transferred through their attachments. The fsQCA analysis identified four heterogenous configurations to generate tourists’ travel intention. Methodologically, the study advanced the theoretical understanding of extended TPB model via a mixed approach of PLS-SEM and fsQCA, and obtained a unique perspective of interdependencies among various factors that influence tourists’ travel intention and behaviors. Managerial implications are provided to comparable tourism destinations across Asia to appeal prospective tourists.

Predicting online privacy protection for Facebook users with an extended theory of planned behavior

ABSTRACT The current research uses an extended theory of planned behavior (TPB) model to predict Facebook users’ (N = 376) intentions to protect their privacy online. It aims to replicate and extend Saeri et al. (2014) who found partial support for an extended TPB model that included descriptive norms, perceived risk, and trust. Facebook users completed an online questionnaire assessing attitudes, norms (subjective and group), perceived behavioral control (PBC), perceived risk, trust, privacy concerns, and intentions to protect their privacy online. Results revealed that attitudes, subjective norms, and PBC (i.e. the TPB) predicted online privacy intentions, as well as descriptive group norms and privacy concerns. However, perceived risk, trust, and injunctive group norms were not significant unique predictors of online privacy intentions. The implications for understanding influences on individuals’ willingness to protect their privacy online are discussed.

Determinants of HPV vaccine uptake intentions in Chinese clinical interns: an extended theory of planned behavior approach.

This study aims to utilize the extended Theory of Planned Behavior (TPB) model to examine the intentions of clinical interns in China towards Human papillomaviruses (HPV) vaccination. It also fills a significant gap in the literature concerning vaccine acceptance in this specific population. This cross-sectional study was carried out with clinical interns in Shandong Province, China, with a total of 1,619 participants. Data were collected through self-reported questionnaires, including demographic characteristics, TPB variables, and HPV-related health knowledge. Hierarchical regression analysis was employed to identify key factors influencing vaccination intentions, and Structural Equation Modeling (SEM) was used to analyze the interrelationships between these factors. This study initially identified key predictors affecting clinical interns' intentions to receive the HPV vaccine through hierarchical regression analysis. The preliminary model, which accounted for demographic factors, revealed foundational impacts of household income and HPV-related clinical experience on intentions. After integrating TPB variables-attitude, subjective norm, perceived behavioral control, and HPV-related health knowledge-the model's explanatory power was enhanced to 37.30%. SEM analysis focused on the interplay among TPB constructs and extended variables, confirming their significance in forming vaccination intentions, with subjective norm having the most substantial impact (β = 0.375, p < 0.001). The extended TPB model explained over half of the variance in vaccination intentions, substantiating the hypotheses and revealing the psychological determinants behind clinical interns' decision-making for HPV vaccination. The extended TPB model from this study effectively explains the vaccination intentions among clinical interns for HPV, offering theoretical support for public health strategies and educational interventions targeting this group. These findings are of significant importance for public health practice and future health promotion strategies.

Testing an extended theory of planned behaviour in predicting Covid-19 vaccination intention over the course of the pandemic: A three-wave repeated cross-sectional study

BackgroundMass vaccination against Covid-19 has been recognised as the most effective strategy for overcoming the pandemic emergency and remains crucial in the ongoing efforts to mitigate the impact of the virus. The present study aimed to test the efficacy of an extended Theory of Planned Behaviour (TPB) model in predicting vaccination intention in three different phases of the pandemic. Understanding how psychological drivers of vaccine acceptance may have changed throughout the pandemic is essential for informing public health strategies and addressing vaccine hesitancy, even in the current post-pandemic context. MethodsUsing a repeated cross-sectional survey, we tested the hypothesised extended TPB model (intention, attitude, subjective norms, perceived behavioural control, anticipated affective reactions, risk perception, trust in science, trust in institutions and religiosity) across three independent samples: before (T1: November–December 2020; N = 657), during (T2: March–May 2021; N = 818), and after (T3: February–March 2022; N = 605) the start of the vaccination campaign in Italy. ResultsResults indicated significant differences between the time points in all investigated variables, pointing to a general trend of improvement in vaccine acceptability levels at T2 compared to T1, and a worsening at T3 compared to the other two time points. Interestingly, net of these differences, a multi-group Structural Equation Modeling analysis supported the invariance, across time, of the structural relationships examined within the extended TPB. ConclusionFindings demonstrated the efficacy of the TPB in predicting Covid-19 vaccination intention at different stages of the pandemic, suggesting that the model, in its extended version, represents a valuable framework for designing interventions aimed at promoting vaccine acceptance.

What promotes residents’ donation behavior for adaptive reuse of cultural heritage projects? An application of the extended theory of planned behavior

The adaptive reuse of cultural heritage (ARCH) is a sustainable heritage management method based on the principle of the circular economy. In response to the financial challenges ARCH faces in its promotion of the sustainable development of circular cities, this study explores the potential of resident donations as a largely untapped source of funding for ARCH projects and the factors influencing residents’ related intentions and behavior. We used partial least squares structural equation models to extend the original theory of planned behavior (TPB) to include policy perceptions, moral perceptions, and heritage awareness. A survey of 2038 residents in Nara Prefecture revealed that perceived behavioral control, behavioral intentions, and moral perceptions are significant positive predictors of residents' actual donation behaviors. Additionally, policy perception and attitudes toward behavior, along with subjective norms, also positively influence the intention to donate. Notably, heritage awareness significantly facilitates the conversion of intentions into actual behaviors. The extended TPB model proves significantly more effective than the original in predicting donation intentions and behaviors. The findings of this study provide insights for policymakers, encouraging a participative approach in cultural heritage management to achieve a virtuous cycle of cultural heritage conservation, thereby contributing to the advancement of sustainable cities.

Revenge outbound travel in the post-pandemic era: evidence from an extended TPB model

ABSTRACT Revenge travel has become a hot topic in the global tourism industry since the lifting of pandemic-based travel restrictions. This research aims to thoroughly investigate the factors motivating revenge outbound tourism. Using an extended theory of planned behavior (TPB) model, this research considers factors such as social and environmental information, psychological stimulation, and rational control. The results of the structural equation model (SEM) analysis of questionnaire responses from 561 Chinese residents confirm that environmental and social information and psychological stimulation jointly influence travelers’ attitudes toward revenge tourism, along with perceived behavioral control (PBC). These factors significantly facilitate intention and, in turn, promote retaliatory tourism behavior. The results of this research provide valuable contributions to the theoretical analysis of revenge tourism and the TPB model. This study also offers practical guidance on the recovery and growth planning of the tourism industry after the relaxation of travel restrictions.

A84: Factors Influencing Parents' Intention to Involve Autistic Preschoolers in Outdoor Physical Activities

Purpose: Outdoor physical activities (OPA) can not only improve the physical fitness and health of autistic preschool children, but also provide an indispensable opportunity for their social learning and interaction. However, parents’ intentions of providing OPA for their autistic children are complex due to reasons such as potential risk. Theory of Planned Behavior（TPB）has conceptualized that attitude (AT), subjective norms (SN), and perceived behavioral control (PBC) are influential factors of behavioral intention. Perceived risk and perceived usefulness are suggested to associate with one’s intention, therefore, the purpose of this study was to test an extended TPB model on parent’s intention of providing OPA among parents of autistic children. Methods: This was a cross-sectional study. A convenient sample of parents of 301 autistic preschoolers (mean age = 3.45±1.10 years old; boys=219; girls = 68) were recruited. Parents reported to questionnaires assessing their AT, SN, PBC, and intention (Ajzen, 1991; Yang, 2017) as well as perceived risk and perceived usefulness of providing OPA for their autistic children (Davis et al., 1989; Yu, 2016). Structural Equation Modeling (SEM) using SmartPLS software was employed to investigate the extended TPB model by including perceived risk and perceived usefulness (exogenous variables) with AT, SN, PBC to synergistically predict intention (endogenous variable). Results: The results revealed that autistic preschooler parents’ perceived usefulness (p &lt; 0.01, f2= 0.087）had a significant and positive prediction on intention in addition to the significant contributions from AT (p &lt; 0.01, f2=0.053), SN (p &lt; 0.01, f2=0.047), and PBC (p &lt; 0.01, f2=0.060). However, perceived risk (p &lt; 0.01, f2= 0.070) had a significant and negative prediction on intention. Besides, perceived usefulness (p &lt; 0.01, f2= 0.108) was positively correlated with AT and AT partially mediated the association between perceived usefulness and intention (Variance Accounted For= 23.2%). In general, perceived usefulness, PBC, AT, SN and perceived risk had a high explanatory power to intention (R2=0.536). Conclusion: The extended TPB model demonstrated to be a useful framework to explain autistic preschooler parents’ intention of providing OPA for their autistic children. Perceived risk and perceived usefulness are critical to parents’ intention in addition to PBC, AT and SN, which should also be the targets of intervention in practice. This finding also suggests practitioners may help parents’ understand the usefulness of OPA to help autistic preschoolers’ parents form positive attitude of OPA, then boosting their intention to engage their autistic children in OPA.

Predicting food waste reduction behavior among students in higher education institutions

Purpose This study aims to determine and analyze the predictors of food waste reduction intention and behavior among higher education institutions (HEIs) using an extended version of the theory of planned behavior (TPB). Design/methodology/approach This study empirically tested an extended TPB model through regression analyses using data obtained through an online survey. Findings Attitude toward food waste reduction, subjective norms, perceived behavioral control and food waste knowledge predicted intention to reduce food waste. Furthermore, the intention to reduce food waste predicted food waste reduction behavior. Research limitations/implications The results imply that extending the TPB by adding food waste knowledge significantly predicted food waste reduction intention and behavior. Practical implications The study identified factors that predict food waste reduction behavior and suggested ways to influence Filipino students in HEIs to reduce food waste. Originality/value The findings support the inclusion of food waste knowledge to the TPB in predicting food waste reduction intention and behavior among students in HEIs.

Investigating consumer's buying behaviour of green products through the lenses of extended theory of planned behaviour

PurposeThe study aims to predict the drivers of green purchase in extended theory of planned behaviour (TPB) by investigating direct and indirect role of consumers' attitude toward green purchase along with moderating effects of green trust and willingness to pay on purchase behaviour in an emerging market.Design/methodology/approachA total of 417 useable responses were recorded from three different states of north India to resolve the issues related to demographic diversity in country by using a structured questionnaire. Structural equation modelling, mediation and moderation analyses were used to investigate the hypothesised relationships.FindingsThe research unveiled that environmental concern, subjective norm have significant direct and indirect influence on green purchase intention via attitude. Furthermore, this study also elucidates that green trust significantly moderates attitude–behaviour, and intention–behaviour relationships, whereas willingness to pay does not significantly moderate these relationships in proposed model.Practical implicationsThis study provides interesting insights regarding consumers of emerging market toward green purchase. These insights are useful for marketers to design more focused strategies for enhancing the consumers' preferences for green products and promotion of pro-environmental behaviour in emerging markets.Originality/valueThe novel insights of this study are the mediating role of attitude in an emerging market in extended TPB model and exploration of the moderating role of green trust and willingness to pay premium to reduce the attitude–behaviour and intention–behaviour gaps for enhancing the consumers' preferences for green purchase.

Exploring sustainable entrepreneurial intentions through the lens of theory of planned behaviour: a PLS-SEM approach

PurposeThis research aims to forecast university students' intentions to contribute to sustainable entrepreneurship (SE) in an emerging market. The study observed the factors influencing students’ sustainable entrepreneurial intentions (SEI) using an extended theory of planned behaviour (TPB).Design/methodology/approachA survey was conducted utilising an online questionnaire with a total of 332 college students in Gujarat, India. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data.FindingsThe outcome of the present research sanctions that university support strongly impacts perceived behavioural control (PBC) and negatively affects attitudes towards sustainable entrepreneurship (ATT). The findings revealed that environmental concern positively influences students' attitudes and perceived behavioural control towards sustainable entrepreneurship. Whereas sustainable development goals knowledge (SDGK) negatively impacts attitude and PBC. Out of the three key factors of TPB used in the study, only the subjective norm negatively affects SEI among the respondents.Research limitations/implicationsThis research may be valuable to academicians and environmental strategists in determining the most essential elements that drive students to create sustainable firms. The findings of this study back up the assumption that TPB adaptation is required when assessing entrepreneurship-specific intents.Originality/valueThe current research aimed to regulate students' entrepreneurial intention (EI) in Gujarat, India, concerning a sustainable enterprise. This research appears to be one of the extremely scarce studies that utilise the extended TPB model to investigate the effect of university support (US), environmental concern (EC) and SDGK in the context of India.

Role of Privacy Concerns and Trust in Consumers’ Intention to Use Buy-Now, Pay-Later (BNPL): An Extended TPB Model

Privacy concerns and trust have recently been proposed as crucial issues in consumers’ adoption of online services. Therefore, we have used an extended theory of planned behavior (TPB) to investigate how privacy concerns and trust influence consumers’ attitudes toward the Buy Now, Pay Later (BNPL). We also examined the mediated role of trust in the relationship between privacy concerns and attitude. An online survey was conducted among Indian undergraduate and postgraduate students, as BNPL is most popular among young consumers. We found that privacy concerns decrease consumers’ trust and attitude towards BNPL. Specifically, attitude, subjective norms, and perceived behavior emerged as significant predictors for consumers’ intention to use BNPL. A complementary partial mediating role of trust in the relationship between privacy concern and attitude was discovered. That implies that users apprehensive about their data’s security are less likely to trust that the provider will safeguard their information. However, by increasing trust, users’ privacy concerns can be reduced in BNPL services.

Influential Factors Affecting the Adoption Intention of Electric Vehicles in Indonesia: An Extension of the Theory of Planned Behavior

The primary goal of the thesis was to examine the factors that affect the willingness of people in Indonesia to adopt Electric Vehicles (EVs). Given the pressing need in Indonesia to address energy shortages and reduce greenhouse gas emissions, this research aimed to investigate the elements that influence people's inclination to use EVs. In this study, questionnaires were used as a means of measurement. Respondents were provided with a brief explanation before completing the survey. Using an extended TPB (Theory of Planned Behavior) model, the research analyzed the adoption intentions of 310 respondents from Indonesia, following a minimum sample guideline of 200. The collected data was analyzed using smartPLS4 to extract insights. The empirical analysis of the research focused on five key factors: attitude, subjective norms, perceived behavioral control, environmental concern, and moral norms. Notably, the empirical results showed that while attitude had an insignificant impact on the adoption intention of EVs in Indonesia, the other factors subjective norms, perceived behavioral control, environmental concern, and moral norms had a significant and positive influence on the intention to embrace electric vehicles in the country. Based on these findings, it can be concluded that the extended TPB model is suitable for predicting the adoption intention of electric vehicles. Considering these results, the study explores the implications for EV adoption in Indonesia, offering valuable insights and recommendations for future research and for the Indonesian government's decision-making process regarding the factors that influence EV adoption.

To return or not to return: an investigation of dilemma among medical students to revisit Ukraine for educational tourism

Purpose Ukraine hosts thousands of international students for educational tourism, of which more than 18,000 Indian medical students were compelled to escape Ukraine under emergency conditions of war. This paper aims to examine their intention to return to Ukraine to complete their education based on an integrated theory of planned behaviour (TPB) framework with added constructs, i.e. risk perception, career anxiety, rescue and relief memory. Design/methodology/approach The data were collected from 26 February 2022 to 30 June 2022 in two phases and two modes. It was ensured that the respondents were strictly confined to Indian medical students who had travelled to Ukraine for educational tourism. SPSS 25 and AMOS 23.0 were used to analyse the data. The hypotheses proposed were statistically tested. Findings The analysis reveals that the extended TPB model resulted in a strong model and the empirical findings corroborate that the students’ attitude, subjective norms, perceived behavioural control and career anxiety significantly and positively influence the students’ revisit intention (RI) while risk perception and rescue and relief memory have a negative influence on the RI. Research limitations/implications The study provides timely insights and implications to the Ukrainian tourism industry, particularly educational tourism business and medical institutions under the present turmoil, which can also act as blueprint research for destinations with a similar unstable political background. Originality/value The primary value of this research work is that it provides an understanding of the intention of medical students (educational tourists) towards revisiting the war-hit destination of Ukraine.

Only the best for my kids: An extended TPB model to understand mothers’ use of food labels

Despite the evidence that mothers’ food purchasing behavior impacts the quality of children’s diet, few studies have explored psycho-social factors influencing how mothers choose the food to buy for their children. To fill this gap, this study tested an extended Theory of Planned Behavior (TPB) model to predict mothers’ tendency to seek information on food labels before purchasing food for children. Participants included 311 Italian mothers who completed a self-report questionnaire measuring their information-seeking behavior, TPB variables, anticipated regret and healthy-eater identity. Results from a Multiple Correspondence Analysis showed that mothers’ information-seeking behavior involved a continuum of choices ranging from selecting conventional or prepackaged foods to choosing to read the food label before making a purchase. Besides, a Partial Least Squares–Structural Equation Modeling analysis showed that information-seeking behavior was positively predicted by intention (β = 0.309, p < 0.001) and healthy-eater identity (β = 0.195, p < 0.001). In turn, intention was positively affected by attitude (β = 0.208, p < 0.001), subjective norms (β = 0.155, p < 0.01), perceived behavioral control (β = 0.124, p < 0.05), anticipated regret (β = 0.193, p < 0.001), and healthy-eater identity (β = 0.191, p < 0.001). These findings emphasize that future initiatives could usefully target attitude, anticipated regret and self-identity to encourage mothers’ informed food choices for their children.

Predicting elderly users' intention of digital payments during COVID-19: an extension of the theory of planned behavior model

PurposePromoting the adoption of digital payments by the elderly plays an important role in the development of the digital economy. The purpose of this study is to build an extended theory of planned behavior (TPB) model to predict the elderly's intention to pay for digital services under COVID-19 epidemic constraints.Design/methodology/approachBased on the extended TPB model, 320 qualified participants were recruited on the network. The structural equation model was tested using the SmartPLS3.3 tool, and the moderation effects were tested through SPSS26 and the Process macro.FindingsThe results showed that the three dimensions of TPB theory, the basic elements (perceived value and perceived risk), and the external environment (COVID-19 pandemic) were important factors that influence the elderly users' intention to adopt digital payments. Further research found that motivation factors (personal innovativeness, intergenerational support, and social support) can positively moderate these effects.Research limitations/implicationsThe results of the study provide a further explanation for understanding the willingness of elderly people to adopt digital payments during the COVID-19 pandemic and bring inspiration to system developers and social managers to reduce the risk of COVID-19 pandemic and increase the share of digital payments for this category.Originality/valueThis paper used the extended TPB theory to construct a fundamental environmental motivation (FEM) framework for understanding the main influencing factors of elderly users' intention to adopt digital payments during the COVID-19 pandemic.

Modeling Predictors of Medication Waste Reduction Intention in Algeria: Extending the Theory of Planned Behavior.

COVID-19 caused an increase in the demand for medications, which led to an increase in pharmaceutical waste and there is no doubt that this contributes to environmental pollution. Hence, it became necessary to search for how to protect and improve the environment by encouraging the behavior of medication waste reduction. Accordingly, this study aims to investigate the factors affecting intentions to reduce medication waste. Considering this, we develop an extended theory of planned behavior (TPB) framework by incorporating the constructs of moral obligation, environmental awareness, and medication waste risk perception. Using the convenience sampling method and based on a self-administered questionnaire, a total of 225 usable responses were collected in five Algerian cities. The results showed that positive attitudes (β = 0.316, p < 0.001), moral obligation (β = 0.291, p < 0.001), environmental awareness (β = 0.227, p < 0.001), perceived behavior control (PBC) (β = 0.151, p = 0.001), greater perceived risks (β = 0.127, p < 0.001), and subjective norm (β = 0.096, p < 0.05) significantly and positively influence the medication waste minimization intention. Furthermore, our analyses revealed that the extended TPB model explained 73.40% of the intention variance. In conclusion, we have explored the intentions, and there may be a gap between intent and actual behavior. Therefore, we recommend future studies to examine the factors affecting the actual behavior of medication waste reduction and to investigate environmental ethics and religious commitment as predictors of waste reduction intentions.

Green product consumption behaviour, green economic growth and sustainable development: unveiling the main determinants

Purpose The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is one of the precursors of sustainable economic growth. This study aims to expand the theory of planned behaviour (TPB) model and contribute to the relevant literature by investigating the factors of social media usage, social media marketing and digital marketing interactions that have not been investigated before in relation to green product purchasing behaviour. Design/methodology/approach This study examines the effect of the extended TPB model on consumers’ intention to buy green products in Turkey, which has a Middle Eastern culture and is a developing economy. In the study, data collected from 409 participants with the questionnaire method were analysed using SmartPLS 4.0 and IBM SPSS 26 statistical programs. Findings The study findings revealed that all the structural elements of TPB (attitude, subjective norms, personal behaviour controls) and social media marketing and digital marketing interactions contribute to consumers’ green product purchasing behaviour. The study findings also demonstrated that the use of social media is not effective in the purchasing of green products. Originality/value Understanding consumers’ perspective on purchasing green products is crucial for policymakers, businesses and marketers, as it helps formulate appropriate strategies to support sustainable economic growth. In this respect, this study has important implications for sustainable consumption and production. In addition, to the best of the authors’ knowledge, the study is the first to examine consumers’ green product purchasing behaviour in the context of sustainable economy.

Public Transport Modeling for Commuting in Cities with Different Development Levels Using Extended Theory of Planned Behavior

Reducing the use of private vehicles and promoting public transportation (PT) have always been the primary policy objectives of transport authorities. This study aims to model the factors affecting intentions and behaviors of employees to use PT for their commutes by creating an extended theory of planned behavior (ETPB). The ETPB model’s applicability was evaluated using the Partial Least Squares Structural Equation Model (PLS-SEM) technique on a total of 2048 employees in three distinct cities. Then, the Multigroup analysis (MGA) method was used to compare various cities, and demographic variables such as age, education, gender, household income, and walking time to nearest PT stop. The analysis revealed that attitude, perceived norm, and personal agency have a statistically positive influence on employees’ intention to use PT. Moreover, behavioral capability, intention, and habit have a positive effect on PT use, whereas environmental constraints have a negative effect. The results of the MGA analysis revealed significant differences between regions, particularly in terms of environmental factors, intention, and habit. Similarly, the article describes disparities that have emerged according to other demographic variables. The findings imply that interventions by decision makers have the potential to alter the mode of transportation chosen for commuting.

Farmers’ participation into the recovery of waste agricultural plastic film: An application of the Theory of Planned Behavior

This study aims to address the lack of relevant researches in the field of waste recycling using the Theory of Planned Behavior (TPB). A village-scale social survey was conducted to investigate the degree of farmers’ participation in a waste plastic film program, i.e. Old for New in northwest China. The program required farmers to recycle plastic film residues in exchange for new films. Survey results showed that 67.5% of farmers accepted the program, yet only 14.5% of them actually participated. Logistic regression analysis was used to analyze questionnaire data and identify the factors that significantly affected farmers' recycling behavior. Principal component and weight analysis further showed that farmers' participation was mainly influenced by their attitudes (p < 0.01), with a relative weight (RW) of 46.3%. Yet, subjective norms (p < 0.1) and perceived behavior control (p < 0.1) had less effect on the degree of participation, and their RWs were 4.2% and 4.1% only, respectively. Moreover, the RW of plastic film usage characteristics and household characteristics reached up to 13.2% and 6.4%, respectively. Interestingly, environmental awareness (β = 0.083) and compulsory environmental education (β = 0.130) as surface factors strongly affected the farmers' adoption and response, with the RW of 25.7%. As such, the extended TPB model was established to analyze the participation behavior of farmers for stronger explanatory power. This study highlighted a promising strategy based on TPB for waste plastic film recycling and similar environmental management practices.

The difference between service robots and human staff in the extended TPB model in airports

ABSTRACT This study examined how to form behavioural intentions in regards to using the extended Theory of Planned Behaviour (TPB) model. This study more specifically proposed the effect of the overall service quality on attitude. In addition, it was hypothesized that attitude, subjective norm and perceived behavioural control have a positive influence on intention to use. Lastly, this study investigated the moderating role of the employee type, which included robots and humans, in the proposed model. The study collected data from 320 travellers who received services from only service robots and from 316 travellers who received services only from human staff at Incheon Airport in South Korea. The data analysis indicated that the overall service quality has a positive influence on attitude. In addition, it was discovered that intentions to use is positively affected by attitude, subjective norm and the perceived behavioural control. Finally, the type of employee moderated the relationship between the overall service quality and attitude.