Model Of Goal-directed Behavior Research Articles

The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior

Purpose This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions. Design/methodology/approach The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior. Findings Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention. Research limitations/implications The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine. Originality/value This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

A S tudy o n Non-Muslim Consumer s' P urchase Intention of H alal Food in Korea

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model combines halal awareness with the existing model of goal-directed behavior (MGB) variables and examines the moderating effect of word of mouth (WOM). Findings: The results indicated that attitudes, positive anticipated emotions, perceived behavioral control, and halal awareness influenced non-Muslim consumers' desire to purchase halal foods. Desire and halal awareness also predicted purchase intentions. Moreover, word of mouth (WOM) had a significant moderating effect on the desire to purchase intentions of halal foods. Research limitations/implications: The results of this study can be utilized in managing the halal food business by providing information on non-Muslim consumer characteristics. Originality/value: This study aims to provide implications for the globalization of halal food by identifying specific variables that affect the halal food consumption behavior of non-Muslim consumers.

Exploring the emotions and decision-making of consumers for elective healthcare and hedonic adaptation

Purpose The paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the anticipated positive and negative emotions in hedonic adaptation to an elective procedure. Design/methodology/approach Two studies in USA and Australia (N = 1,200) confirmed the psychometric properties of the key constructs under the chemical peel condition. Two further studies in the USA and Australia (N = 1,100) explored the research question and hypotheses in the adapted model of goal-directed behaviour under the Botox condition. A survey was self-administered to online panels who had previously engaged in such elective procedures. Findings The findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty. Originality/value From the authors’ best understanding, neither a methodology nor a theoretical framework exists to explore hedonic adaptation to recurring engagement with elective health care. A methodology and theoretical framework will highlight the mood states and factors that predict desire and intention to engage. This can advance the research on hedonic adaptation and decision-making and offer pragmatic suggestions for communication and activation strategies to safeguard consumer interests and retain their loyalty.

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.

Understanding Mutual Fund Investors’ Behaviour Using an Extended Model of Goal-directed Behaviour

The study explores and understands the behavioural process followed by individual investors who choose or do not choose to invest in mutual funds (MFs) employing the extended model of goal-directed behaviour (MGB). The study design comprises building and testing a theoretically integrated MGB in the context of MFs investing decisions by incorporating a moderating variable, Regret Averse Bias in MGB. Partial least squares structural equation modelling (PLS-SEM) was utilized for the present study. The study’s outcomes revealed that the attitude of investors positively affected their desire to invest in MFs. The findings about emotions indicated the regulatory-focused approach of investors. They revealed the positive influence of negative emotions and no impact of positive emotions on an individual’s desire to invest in MFs. This confirmed the positive influence of financial self-efficacy (FSE) on the desire to invest and actual behaviour. Finally, the study established the moderating effect of regret aversion bias of investors on the association between the desire to invest and behavioural intention (BI). The study addresses the need to probe the relationship between anticipated emotions (AEs), regulatory focuses and behaviour strategies, as pointed out in earlier related literature.

EXPLORING FACTORS INFLUENCING CONSUMERS’ PARTICIPATION IN ONLINE SHOPPING DAYS: USING DOUBLE 11 DAY AS AN EXAMPLE

ABSTRACTAs online shopping days gain popularity, understanding how consumers decide to participate in an online shopping day becomes increasingly important. Extant studies on online shopping days have considered participation intention as a personal intention, which does not allow for a complete understanding of group actions like shopping day participation. Thus, our study’s investigation of online shopping focuses on group intention. This study considers participation in an online shopping day as a form of group behavior and, to explain such behavior, develops a conceptual model based on the model of goal-directed behavior. Ladder interviews are used to identify the features of an online shopping day and the kinds of value that drive consumers to participate in an online shopping day. We find that excitement, fun and enjoyment of life, a sense of accomplishment, a sense of belonging, and self-respect are the major types of value that motivate consumers to participate. Furthermore, two online surveys and a structural equation modeling are conducted to test the conceptual model. The result shows that positive anticipated emotions, group norms, and social identity can increase consumers’ desire, we-intention, and participation behavior. Our findings can help marketers and online store managers devise strategies to attract consumers to participate in online shopping days.

The Decision-Making Processes of Fine-Dining Restaurants Using a Model of Goal-Directed Behavior: The Moderating Effect of Gender

The Decision-Making Processes of Fine-Dining Restaurants Using a Model of Goal-Directed Behavior: The Moderating Effect of Gender

A BIBLIOMETRIC ANALYSIS OF INTENTION TO STAY IN A HOTEL USING VOSVIEWER

As a predictor of the customer's actual action, the intention to stay at a hotel can be used to determine whether the customer will stay there. This study aims to analyze the content of journal articles discussing customers' intention to stay in a hotel. This study analyzed 347 articles in the Scopus database using bibliometric methods and VOSviewer software, including their annual frequency, journals, institutions, co-citations, co-occurrence of keywords, and research frontiers. The results show that intention is an essential predictor of behavioral research and closely related service quality, perception, satisfaction, and trust. In addition, associated theories are constantly breaking through, resulting in innovation. From the Theory of Reasoned Action (TRA) to the Theory of Planned Behavior (TPB), then the Model of Goal-directed Behavior (MGB) has been developed. Based on MGB, the latest Theory of Repurchase Decision-making (TRD) was proposed within the context of the intention to stay at a hotel. Finally, the research objects are evolving from traditional hotels to green and environmentally friendly hotels, as well as the latest medical hotels. The findings provide clues for further research in this field.

Unveiling consumer behavior in marketing: a meta-analytic structural equation modeling (Meta-SEM) of the model of goal-directed behavior (MGB)

PurposeUnderstanding consumer behavior across various contexts within marketing has long been the focus of studies. Although many models are used in explaining consumers' behavior, one of these is the Model of Goal-Directed Behavior (MGB), which is becoming prominent in explaining consumers' behavior in marketing. Given its popularity, prior research on MGB has shown inconsistent outcomes regarding the casual association of MGB variables. To overcome this, the authors have adopted a meta-analytic review of the marketing studies grounded on MGB theory in examining the consumers' behavior.Design/methodology/approachThe study reviewed and analyzed 611 correlations from 27 studies with 31 samples (combined sample size of 9588) using a meta-analytic structural equation modeling (MASEM) technique.FindingsThe outcomes of MASEM confirm the significance of all the proposed relationships in the MGB model. However, the attitude has shown a strong influence on desire formation among all the proposed MGB relationships. Further, past buying experience and positive anticipated emotions strongly affect desire in developed nations compared to developing nations.Research limitations/implicationsThe current work has considered the possibility of various recommended moderators (e.g. culture, crisis situation, sample size, method of data collection, etc.); however, the study lacks to consider the dimension of gender dominance in it. Hence, future researchers should keep it in mind while conducting similar studies. Future scholars can also perform a comparative study on MGB across the domains and subdomains to know more insights.Originality/valueThe current work offers a better understanding of MGB application in marketing. As this work is one of the first meta-analyses on MGB application in marketing that also considers the effect of various moderators, it thus adds knowledge to the literature on MGB in marketing. It will also help the future researchers to understand MGB as a framework and its application in marketing.

Domestic (Local) Consumption in Young Pakistani Consumers – A Shift from Affective Mechanism to Cognitive Mechanism

The research aimed at highlighting the shift in young consumers’ decision making style from affective mechanism to cognitive mechanism and its effects on their domestic consumption. The first goal was to empirically show that a shift in young consumers’ purchase decision making has started to occur in emerging markets, second goal was to link moral foundation theory (MFT) and model of goal directed behavior (MGB) with consumers’ affective and cognitive mechanisms of decision making and third goal was the operationalization of definition of domestic consumption in marketing literature. Research sample size was of 450 respondents. Validated scales were used for data collection. Hypothesized model was tested using Consistent Partial Least Square (PLSc) using Smart PLS and structural equation modeling using AMOS. Consumer ethnocentrism showed a negative significant effect on domestic consumption while consumer xenophobia showed no significant effect on domestic consumer. Moreover, relative product quality came out as the most significant construct influencing domestic consumption in young consumers.

What result in older persons’ acceptance of electric bikes in developing countries? An empirical evidence in Hanoi, Vietnam

The elderly are a potential segment of electric bicycles (EBs); however, so far the understanding of the factors contributing to the choice of this mode for older persons in developing countries has been rather limited – particularly compared to that in developed countries. The current study aims at exploring people’s intention to accept EB in later life in Hanoi, Vietnam using the data from 360 older persons (at least 55 years old) to empirically analyse a conceptual framework formulated based on the Model of Goal-Directed Behaviour (MGDB) and the Theory of Planned Behaviour (TPB). Desire is found to be the major contributor to intention, which is found to be significantly higher for younger and employed respondents. Desire is facilitated by subjective norms and attitude but is deterred by perceived crash risk. Perceived behavioural control and descriptive norms are irrelevant predictors. This study is one of the first research on the elderly’s intention to ride an EB in low- and middle-income countries.

The effects of environmental empathy and sustainable intelligence on wetland tourists’ revisit intention using an extended model of goal-directed behavior

Although environmental empathy and sustainable intelligence have been identified as important concepts, relatively few researches have been conducted to explore their roles in wetland park tourists' decision-making process. Hence, in order to address this gap, the present study develops an extended model of goal-directed behavior, and then conducted a sequential and mixed research approach based on a quantitative survey(n = 353) and qualitative interviews(n = 60) to explore the formation of tourists' intention of revisiting a wetland park. Specifically, three critical constructs (i.e., environmental empathy, sustainable intelligence, and pro-environmental tourism behavior) were incorporated into the extended model of goal-directed behavior (MGB). And an onsite survey was conducted for tourists (n = 353) who visited six national wetland parks in Chongqing province of China. The proposed model was examined using structural equation modeling. Quantitative analysis reveals that the three critical constructs formed positive and significant causal relationships with the constructs in original MGB, and all the constructs in the original MGB were significant predictors of revisit intention. Quantitative and qualitative analysis have revealed that both environmental empathy and sustainable intelligence positively influence tourists’ revisit intention while sustainable intelligence (0.043) has a greater impact on this process than environmental empathy(0.029). Desire acted an important mediating role between antecedents of MGB and behavioral intention. Understanding tourists' psychology and Behavior is beneficial for park practitioners' marketing strategies improvement and sustainable tourism development. The findings of this study will not only enrich the theory of traveler behavioral intention, but also expand the model of goal-directed behavior under natural-based destination sites.

Determinants for COVID-19 vaccination intention in Mexico

This investigation aims to determine the predictors that have the most significant influence over COVID-19 vaccination intention for the population of 18 years or above in Mexico. This will be done through a comprehensive theoretical model comprising: the theory of planned behaviour, the health belief model, and the model of goal-directed behaviour. An exploratory, cross-sectional study with a quantitative approach was carried out. The structured questionnaire was applied to 1085 adults in the first trimester of 2021 through Google Forms in social media groups. The data analysis was carried out through partial least square structural equation modelling. Positive anticipated emotions, desire, subjective norms, attitude, and perceived behavioural control were the most significant predictors of intention. The model that combines the theoretical perspectives explains mostly the vaccination intention. The study can be a valuable theoretical perspective for understanding similar behavioural intentions related to health risks. The results are also valuable for public health decision-makers to design strategies that promote vaccination.

Rural Development and Entrepreneurship: Exploration of Entrepreneurial Intention in Rural Area Among Chinese University Students

China’s rapid economic growth and correlating growth of metropolitan areas has attracted young people leaving their hometowns from the rural areas. Revitalizing the rural areas has been a national development strategy in China. College students returning home to start businesses is one way to alleviate the current shortage of young talents in rural areas of China. Based on the model of goal-directed behavior (MGB), this paper takes behavioral attitude, subjective norms, positive expectations of emotion, negative expectations of emotion, perceived behavioral controls, and government support, all as independent variables. The paper uses the desire as the intermediary variable to construct a goal-oriented behavior model about the intention of entrepreneurial initiatives by college students. By using survey data, the empirical analysis shows that the model has a strong explanatory power on the intention of college students. The positive expected emotions, perceived behavioral control, and government support, have a significantly positive influence on college student’s intentions through controlling behavior desire. The perceived behavioral control and behavioral desire of the subjects had a direct positive and significant influence on their intention. This research provides a reference for the government to formulate policies to attract college students to return to their hometowns to start businesses and boost rural revitalization.

Predicting Tourist Revisit Intention by Applying the Extended Model of Goal-Directed Behaviour and Cognitive Dissonance Theory

The primary aim of this study was to provide a better understanding of the decision-making cycle of Chinese and Japanese tourists by testing the hypothesis via an extended model of goal-directed behavior. This study was also aimed at extending the concept of the goal-direct model and cognitive dissonance theory by examining the revisit intention for tourism. These two countries represent more than half of the tourism market in Korea. Despite the huge market potential of Chinese and Japanese tourists, relatively little study has been founded on predicting the revisit intention of inbounded tourists. A survey material was developed by adapting measures used in previous studies that assessed the push factor, pull factor, attitude, subjective norm, perceived behavioral control, anticipated emotion, desire, cognitive dissonance, and revisit intention. Note that 580 cases were on-site surveyed as popular tourist destinations in Seoul, South Korea. The 545 cases were analyzed for the final results. Statistical analysis was conducted through demographic analysis, Confirmatory factor analysis, and SEM (Structural Equation Model) analyses. This study found that the decision to go to Korea is a sound, enthusiastic, and delicate choice measured by the variable of the MGB. Results likewise showed that the theory could be extended to incorporate the impact of inbound visitors' perception of cognitive dissonance. This study is to recognize the decision-making process influencing the revisit intention of Chinese and Japanese tourists and draw academic and practical implications from the difference of the impact on each element.

액티브 시니어 관광객의 웰니스 가치가 태도 및 관광 행동 의도에 미치는 영향 연구: 확장된 목표지향적 행동모형을 중심으로

초고령화 사회를 목전에 둔 한국 사회의 새로운 소비시장으로 떠오른 액티브 시니어는 관광 분야에 있어 주요한 미래시장으로 여겨지고 있다. 이에 액티브 시니어 여행자들에 관한 보다 심층적인 연구의 필요성이 제기된다. 본 연구는 관광객 행동의 의사결정과정을 이해하는 데 널리 사용되는 MGB(Model of goal-directed behavior) 모형을 이용하여 액티브 시니어 관광객의 의사결정과정에 영향을 미치는 주요 변수들 간의 구조적 관계를 확인해보았다. 특히 액티브 시니어의 웰니스 가치를 추가변수로 적용하여 EMGB(Extended model of goal-directed behavior)모형으로 발전시켜 보다 심도 있게 파악하고자 하였다. 연구 결과 액티브 시니어의 웰니스 가치는 관광객의 태도와 행동 의도에 강한 영향을 미치는 것으로 나타났다. 또한, 액티브 시니어의 태도, 긍정적 및 부정적 예기정서가 열망에 긍정적인 영향을 미치는 것으로 확인되었으며 이 중 긍정적 예기정서가 열망에 가장 큰 영향을 미치는 것으로 파악되었다. 열망은 액티브 시니어의 관광 행동 의도에 가장 큰 영향력을 발휘하는 요인임도 확인되었다. 마지막으로 액티브 시니어의 웰니스 가치와 주관적 규범이 태도에 영향을 미치며, 다시 태도는 열망과 행동 의도에 영향을 미치는 것으로 확인되었다. 본 연구에서는 앞선 연구 결과들을 토대로 관련 연구에 새로운 학술적 시사점과 실무적 시사점을 제시하였다.

Virtual grocery shopping intention: an application of the model of goal-directed behaviour

PurposeVirtual grocery shopping (VGS), or online grocery shopping, traditionally has seen slow adoption in Canada; however, the COVID-19 pandemic has forced consumers to seek safer ways to shop. Retailers have invested in building new infrastructure to meet the current consumer demands for VGS. However, the main driver for VGS behaviour has not been yet clearly identified. Additionally, it is also not unknown whether the shopping modalities will continue VGS after the pandemic. This study provides insights into consumer intentions to use VGS by extending the model of goal-directed behaviour (MGB) to incorporate consumer technological readiness.Design/methodology/approachThe study collected 935 valid survey responses from an online survey panel of Canadian consumers. A two-step approach was applied to analyse the data, comprising confirmatory factor analysis (CFA) and structural equation modelling (SEM). The data quality and model fit were tested before testing the proposed relationships among the constructs: attitude, subjective norm, perceived behavioural control, positive and negative anticipated emotions, as well as technological readiness, desire and behaviour intentions. The mediation role of desire between frequency of past online grocery shopping behaviours and the future behavioural intention was also tested using SPSS PROCESS.FindingsThe study results showed that attitudes, subjective norms, perceived behavioural control, positive and negative emotions, technological readiness and frequency of past VGS have a major impact on consumers' desire to embrace VGS in the future. Consumer desire also played a significant mediating role between frequency of past VGS behaviours and future shopping intention online. In addition, the frequency of past VGS showed an even stronger impact on behavioural intention among female consumers than among male consumers.Originality/valueThe findings of this study provide an original insight into the social, cultural and psychological factors that impact consumers' use of VGS, particularly the impacts of gender.

Understanding the travel decision-making processes of COVID-19-vaccinated South Korean travelers

During the COVID-19 pandemic, many countries allowed only the vaccinated to travel abroad, and some still continue with these restrictions. This study aimed to determine the factors associated with the intention to travel abroad during this pandemic. An online survey was conducted with 270 vaccinated Korean participants. The theoretical framework of the extended goal-directed behavior model was used to predict the overseas travel intentions of tourists in the COVID-19 environment. The data were examined using frequency analysis, confirmatory factor analysis, correlation analysis, and path analysis using CB-SEM. The results show, first, that attitude, expected positive emotions, and expected negative emotions are positively correlated with desire. Second, desire and prior knowledge are positively correlated with behavioral intentions. Thus, attitude toward COVID-19 and expected emotions significantly influenced desire, and prior knowledge influenced travelers' behavioral intentions during the pandemic. The findings suggest that travelers’ attitudes and emotions during the pandemic reflect their desire to travel abroad and to do so with prior knowledge. Therefore, to help potential overseas tourists meet their basic needs for personal quarantine security during travel, travel industry staff should provide personalized security services. Airlines and the tourism industry should continue to provide hand sanitizers and personal hygiene products at airports and tourist attractions to make the travel experience relatively safer for tourists. In addition, the tourism industry should introduce a campaign on safe quarantine and health to give a positive impression to potential tourists, planning their next trip. The study identifies changing travel trends, provides a foundation for safe travel experiences, and can help develop policies to improve future international travel.

Impact of Covid-19 and its Variant on the Air Travel Intention

Abstract: This study investigated air travel intentions of 143 domestic travelers during COVID-19 pandemic using constructs based on theory of planned behavior and model of goal-directed behavior and additional constructs were also added based on our understanding. The impact of Individual Perception, Perception of others’ attitudes, Perceived extent we can control our behavior, Readiness to adopt personal non-pharmaceutical interventions (PNPIs), Extend of seriousness of COVID-19 acknowledged, Frequency of past travel, Extent of Covid-19 awareness as predictor variables on the air travel intention of consumers was examined. It was revealed that Individual Perception and perceived extent of control of our behavior, have positive relationship with air travel intention of consumers. However, the readiness to adopt PNPI’s, Extent of seriousness of COVID-19 acknowledged, and Frequency of past travel have no relationship with the air travel intention of consumers. But extent of awareness of covid-19 is found to have a negative relationship with air travel intention of consumers. Directions for future research are discussed.

Applying a Goal-Directed Behavior Model to Determine Risk Perception of COVID-19 and War on Potential Travelers' Behavioral Intentions.

The purpose of this study is to verify the influence of the relationship between risk perception of COVID-19 and the war-applied Model of Goal-directed Behavior (MGB) based on stimulus-organism-response (SOR) and potential travelers' behavioral intention. In addition, this study attempted to verify the relationship among uncertainty toward international travel, mental well-being toward international travel, and desire toward travelers' behavioral intention. Moreover, we examined the moderating effect of gender (female vs. male) among all variables for dependents. The survey was conducted on potential travelers in Korea. As for the survey period, a survey was conducted for one month beginning on 2 September 2022. Of the total 413 surveys, 361 surveys were used for the final analysis, and 52 unfaithful surveys were excluded. In addition, demographic, CFA, correlation analysis, structural equation modeling, and moderation effect analysis were verified using SPSS and AMOS. For the data analysis, we used SPSS 18.0 and Amos 20.0 to perform factor analysis and SEM. Significant effects were found in support for Hypotheses 1-5. Further, when it comes to the difference of gender on the relationship between all the variables, while no significant effect was found for Hypotheses 6a,c,e,g, a significant effect was found for Hypotheses 6b,d,f. Thus, H6a,c,e were rejected and H6b,d,f were supported. It was found that females had a greater influence on mental health and desire for overseas travel than males, but it was found that there was no difference between females and males in the relationship between desire and behavioral intention. Therefore, it was possible to verify that the MGB desire is an important psychological variable for both females and males. Furthermore, these findings offer academic practical implications to travel and tourism companies by presenting basic data based on the results of empirical research analysis in the context of the current dangerous situation.