Model Of Goal-directed Behavior Research Articles

Predicting Behavioral Intentions of Hair Salon Visitors Using a Goal-Directed Behavior Model

This study investigated the effects of subjective norms, negative expectation emotions, positive expectation emotions, attitudes, perceived behavior, aspiration, and behavioral intentions for beauty salon visitors. To this end, a total of 322 questionnaires were distributed to beauty salon customers in Seoul. Using SPSS22.0, the collected data are analyzed by frequency analysis, reliability analysis, regression analysis, and mediated regression analysis, and the results are, first, the higher the positive prediction emotion, the higher the aspiration. Second, it was found that the attitude of beauty salon visitors affects behavioral intentions. Third, the higher the aspiration, the higher the behavioral intention. In summary, the behavioral factors of visiting beauty salons are not related to aspiration and behavioral intention. It is expected to increase the visit rate. It is expected that there will be more reliable follow-up studies through the subdivision of various variables with a wide range of age and region.

Analyzing the Behavior Towards the Use of Interactive Digital Whiteboards for Educational Purposes: A Proposal Based on the Model of Goal-Directed Behavior and the Theory of Planned Behavior

Information and communication technologies have revolutionized the educational landscape, transforming teaching and learning processes across the globe, and this is the case for interactive digital whiteboards. In particular, this paper focuses on providing a research model to analyze the behavior towards the use of interactive digital whiteboards (IDWs) by teachers in the educational context, highlighting their impact on the intention to use IDWS. The proposed structural equation model is based on the model of goal-directed behavior and the theory of planned behavior, and it is formed by six constructs: (1) attitude, (2) subjective norms, (3) desire, (4) perceived behavioral control, (5) intentions, and (6) behavior. The methodology was adapted to two possible scenarios: (1) positive and (2) negative. The findings show that both theoretical frameworks offer a valid context to explain the motivations that drive the use of IDWs, although there are no significant differences between the two scenarios. Thus, the present article contributes to the existing body of knowledge and provides insights for educators, policymakers, and researchers to leverage the acceptance of IDWs in education. However, some limitations were identified, such as the absence of the point of view of students regarding the use of IDWs, among others.

Unveiling the drivers of sustainable housing choices among millennials in emerging markets

Purpose The purpose of this study is to explore the complex interplay between technology, personal norms and emotional factors in shaping the sustainable housing choices of millennials in emerging economies. It integrates the model of goal-directed behavior, technology acceptance model and norm activation model, incorporating both self-interest and prosocial motivations. Key adaptations involve replacing perceived behavioral control with financial self-efficacy and substituting hedonic motivation for anticipated positive emotions. Moreover, it introduces location as a practical anchor. Design/methodology/approach A quantitative, cross-sectional and descriptive research design was used in this study. Data were gathered from a sample of 610 millennial residential real estate investors across Indian smart cities. A multistage stratified sampling technique was used to ensure a representative sample. For data analysis, partial least squares structural equation modeling was used. The analysis focused on hypothesis testing to examine the relationships between the constructs of interest. Bootstrap t-values and effect sizes were used to assess the significance and magnitude of these relationships, respectively. Findings One of the key findings of this study was the establishment of significant positive relationships between awareness of consequences, ascription of responsibility and personal norms with behavioral intentions. This underscored the importance of personal ethical considerations in shaping intentions. Perceived usefulness and ease of use were found to significantly influence attitudes positively, highlighting the relevance of these factors in forming favorable attitudes toward behaviors. Attitude, subjective norms, financial self-efficacy and location played significant positive roles. However, negative anticipated emotions decreased desire. This illustrated the complex role emotions play in motivational processes. The study also revealed that subjective norms did not significantly contribute to shaping personal norms. This indicated a potential decoupling of societal expectations from personal ethical obligations in the decision-making process. Practical implications This study offers actionable insights for both policymakers and real estate developers. For policymakers, the findings highlight the need to craft initiatives that go beyond mere awareness, instead fostering a deep sense of personal responsibility and environmental stewardship among potential homebuyers. For real estate developers, the emphasis on financial self-efficacy and location suggests a strategy shift toward designing sustainable homes that not only meet environmental standards but also align with buyers’ financial confidence and geographic preferences. Together, these strategies can drive a more widespread adoption of sustainable housing, making sustainability a tangible and appealing choice for millennials. Originality/value To the best of the authors’ knowledge, this empirical research study was one of the first studies that contributed to the literature by integrating the model of goal-directed behavior, technology acceptance model and norm activation model. This study thus offered a nuanced understanding of the interplay between normative influences, usability perceptions, ethical considerations and emotions in the context of behavioral intentions.

How coolness drives Airbnb users’ behavioural intention: findings from asymmetric and symmetric approaches

ABSTRACT A brand’s perceived coolness enhances its appeal and can be crucial to brand success. Building on the model of goal-directed behaviour (MGB), this study investigates how the perceived coolness of Airbnb, influences consumers’ behavioural intentions regarding the platform. The proposed hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). The study sample consisted of 557 U.S. travellers who had had an Airbnb accommodation experience in the past six months. Fuzzy-set qualitative comparative analysis (fsQCA) was subsequently employed to uncover the causal configurations of consumers’ desire and behavioural intentions toward Airbnb. The PLS-SEM results demonstrated the critical role of perceived coolness in influencing one’s desire and behavioural intentions toward Airbnb. The fsQCA findings suggested that causal configurations inform consumers’ behavioural intentions toward Airbnb across generations. Anticipated emotions applied to all configurations. This study extends the relevant literature by incorporating perceived coolness into the MGB model in the Airbnb context. Findings also contribute to the literature by revealing causal configurations via fsQCA. Airbnb providers should seek to develop and enhance the four identified facets of perceived coolness. The consumer market should also be classified generationally. The roles of anticipated emotions cannot be ignored.

The Decision-Making Processes for Consumer Electric Vehicle Adoption Based on a Goal-Directed Behavior Model

Electric vehicles (EVs) are increasingly recognized as a viable strategy for mitigating energy consumption and reducing greenhouse gas emissions within the transportation sector. In order to facilitate the advancement of EVs, this study expands upon the model of goal-directed behavior by integrating the novel concept of perceived consumer effectiveness (PCE) to examine the decision-making process of consumers regarding EV adoption. The model was empirically tested using data gathered from 398 participants in China. The results indicate that factors such as attitude, subjective norm, anticipated positive and negative emotions, and PCE significantly enhance consumers’ desire to adopt EVs, which subsequently affects their behavioral intentions. Notably, the relationship between desire and behavioral intention is moderated by PCE. The insights derived from this study enhance the understanding of EV adoption behaviors and offer strategic recommendations for promoting electric vehicles.

Exploring the Intention of Travel Agencies to Adopt Chatbots: Integrating TOE and MGB

ABSTRACT This study examines chatbot technology from a business perspective and aims to provide empirical evidence for chatbot adoption by travel agencies. We have collected data from 356 travel agency officials based on the technology – organization – environment (TOE) framework and the model of goal-directed behavior (MGB). The collected data were analyzed using structural equation modeling (SEM) with SmartPLS. The findings showed that relative advantage, technological orientation, and perceived trends positively influence attitudes toward chatbots. Surprisingly, firm size and perceived complexity were found to have no significant impact on attitude toward chatbots, contrary to previous research. Additionally, the study highlights that the behavioral desire of travel agencies for chatbots strongly predicts their intention to adopt them. Overall, this study provides empirical evidence for chatbot adoption by traditional brick-and-mortar travel agencies.

Behavioral Science Foundations for Global Marketing Research and Practice: The Model of Goal-Directed Behavior

Consumer research in global marketing boasts a number of important variables: values (Schwartz’s concepts; Hofstede’s framework), heuristics (decision rules), identity (global and local, cosmopolitanism), and personality/self-concept (ethnocentrism, conspicuous consumption, materialism). A shortcoming of this body of work concerns the neglect of processes and the need for theories and research grounded in causal mechanisms. Based on six fundamental psychological concepts, we reconceptualize the model of goal-directed behavior (MGB) and suggest how it can predicate basic global consumption behaviors. The key variables in the model are attitudes, emotions, cognition, desire, intentions, behavior/action, and outcomes. By integrating moderators into the MGB, it provides a general framework for explaining global consumer behavior.

Consumer reactions to direct-to-consumer advertising: the model of goal-directed behavior, moral identity, and self-discrepancy regulation

ABSTRACT We use the model of goal-directed behavior to investigate consumer reactions to direct-to-consumer drug ads and ascertain the self-regulatory roles of moral identity and the self-concept. Four hundred and four university students, who are prime targets for smart-drugs, were randomly assigned to experimental and control groups, and side-effects were manipulated. Findings show that, as consumer moral identity increases, positive emotional and attitudinal reactions decline and have diminishing effects on desires and decisions to buy smart-drugs. Likewise, as the correspondence of self-concept and desires increases, the effects of desire on decisions increase.

The Model of Goal-Directed Behavior in Sports Participation: A Meta-Analysis Comparing Pre- and Post-COVID-19 Eras in the Republic of Korea.

The COVID-19 pandemic has had a significant impact on sports participation worldwide, including in Republic of Korea. Due to the restrictions and safety measures implemented to prevent the spread of the virus, many individuals have had to alter their sports participation. Therefore, this study conducted a meta-analysis based on studies applying the Model of Goal-directed Behavior (MGB) in sports participation to compare the pre- and post-COVID-19 eras in Republic of Korea. By analyzing 18 selected studies involving 5772 Korean respondents, the study investigates the relationships between MGB variables and sports consumption behaviors pre- and post-COVID-19. This study found that all correlations with the MGB were significant, indicating the applicability of the MGB in understanding sports participation in Republic of Korea. Moreover, the moderating effect of COVID-19 was identified in the relationships between subjective norms and desire and between perceived behavioral control and desire. The findings of this study contribute to a deeper understanding of the factors influencing sports participation in Republic of Korea. Additionally, the study provides valuable insights for sports managers and policymakers in Republic of Korea to develop strategies and interventions that can promote and support sports participation during challenging times.

How does the media influence Korean travelers’ intention to use hyperloop trains?

ABSTRACT Hyperloop is recognized as a pioneering and innovative mode of transportation capable of carrying passengers and goods between cities. Using an extended model of goal-directed behavior, this study focuses on examining the impact of media coverage, safety perception, and novelty seeking on the individual decision-making process to undertake Hyperloop travel mode. The research model is tested using data obtained from 406 potential travelers. Results show that media coverage can positively affect Korean travelers’ safety perception, novelty seeking, attitude, subjective norm, positive emotion, and desire to use Hyperloop trains. Results also indicate that safety perception and desire have positive effects on behavioral intention to use Hyperloop trains. Hyperloop companies can benefit from the power of media to stimulate traveler’s intention to use this new and promising mode of traveling.

Attraction, passion and confidence: the paths to undergraduates’ entrepreneurial intentions

PurposeThis study aims to assess how undergraduates’ exposure to entrepreneurship education (EE) may increase their volitional desire and behavioral control to start-up a business.Design/methodology/approachThe model establishes three different paths from EE to entrepreneurial intention (EI): attraction and passion through desire and confidence through control. These paths are assessed by partial least-squares structural equation modeling in a sample of 650 undergraduates from Poland, Turkey and Portugal.FindingsThe most effective way by which EE may increase EI is by promoting a favorable change in the attractiveness of the entrepreneurship career. Contrary to expectations based on the literature, the effects of EE on perceived behavioral control are weak and limited to aspects related to financial control.Practical implicationsEE programs should consider desire and control in different phases of training, with the following learning outcomes: explore prospective rewards of an attractive entrepreneurial career, develop self-efficacy regarding management competences and gain control by assuring skills to cope with failure.Originality/valueTo the best of the authors’ knowledge, this study is the first to establish a path from EE to EI through passion and desire. It is also the first to consider entrepreneurial passion as a positive anticipated emotion in the model of goal-directed behavior. The results allow to relate the different paths with different learning outcomes of EE programs.

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

PurposeThis 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/approachThe 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.FindingsNotably, 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/implicationsThe findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.Originality/valueThis 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

PurposeThe 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/approachTwo 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.FindingsThe findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty.Originality/valueFrom 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.