Model Of Goal-directed Behavior Research Articles

The roles of cultural worldview and authenticity in tourists’ decision-making process in a heritage tourism destination using a model of goal-directed behavior

Although cultural worldview and authenticity have been suggested to be important concepts, little research has been conducted to explore their roles in the decision-making process for visiting heritage destinations. Thus, this study developed a theoretical framework using an extended model of goal-directed behavior (MGB) to determine whether cultural worldview and authenticity play important roles in understanding the decision-making process. An onsite survey was conducted for tourists (n = 323) who visited Hankok (traditional Korean house) village. Results revealed that both cultural worldview and authenticity influence tourists' decision-making process using MGB with authenticity having a greater impact on the process than cultural worldview. Results also revealed that both cultural worldview and authenticity are indirectly related to desire and behavioral intention. Desire was also found to play an important mediating role between antecedents of MGB and behavioral intention. It is believed the results provide important theoretical and managerial implications related to heritage tourists’ decision-making process.

A Study on the Chinese Consumers’ Purchase Intention of Digital Music Using an Extended Model of Goal-directed Behavior (EMGB) ：Focused on Mobile Digital Music

A Study on the Chinese Consumers’ Purchase Intention of Digital Music Using an Extended Model of Goal-directed Behavior (EMGB) ：Focused on Mobile Digital Music

Effects of Place Attachment and Image on Revisit Intention in an Ecotourism Destination: Using an Extended Model of Goal-Directed Behavior

This study explores the decision-making process of tourists visiting Guilin, China as an ecotourism destination. An extended model of goal-directed behavior with the inclusion of place attachment and destination image is employed to understand tourists’ revisit intention. This study finds several substantial variables that contribute to leading the behavioral intention of tourists. Results reveal that tourist attitude, positive anticipated emotion, and perceived behavioral control positively influence desire. Tourist desire to visit a destination is an important predictor of behavioral intention, and desire plays a substantial mediating role between attitude, positive anticipated emotion, perceived behavioral control, and behavioral intention. The image of an ecotourism destination is an important antecedent of attitude, perceived behavioral control, and subjective norm. The destination image indirectly influences behavioral intention through attitude, subjective norm, and perceived behavioral control. Destination image also has a direct effect on place attachment, which in turn influences behavioral intention. Findings provide a theoretical framework of understanding tourist behavior and contribute guidelines for developing sustainable ecotourism for central and local governments.

슬로시티 관광객의 웰니스 가치와 환경적 가치가 재방문 의사결정과정에 미치는 영향 - 목표지향적 행동모델을 적용 -

급속도로 변화하는 도시화 현상과 기술혁신으로 현대인들의 심신은 지치고 있다. 이에 느림을 강조하는 슬로시티 운동이 시작되면서 세계 각국에서 느림을 실천할 수 있는 슬로시티들이 지정되었다. 본 연구의 목적은 슬로시티 관광객의 가치(웰니스 가치와 환경적 가치)가 재방문의도에 미치는 영향을 분석하고자 하였다. 자료 수집을 위한 설문조사는 2019년 5월 31일부터 6월 9일까지 슬로시티 청산도에서 진행하였다. 총 400부를 배포하여 379부의 설문지가 수거되었고, 최종적으로 361부가 Spss/AMOS 23.0을 이용하는 실증분석에 사용되었다. 분석결과, 웰니스 가치와 환경적 가치는 슬로시티 관광객의 재방문 의사결정과정에 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 마케팅관점에서 슬로시티를 지속적으로 개발하기 위한 기초적인 자료와 시사점을 제공할 것으로 기대된다.

A Study on the Factors affecting Behavioral Intention of Health Check-up Tourists: Based on the Model of Goal-directed Behavior

본 연구는 중국인 잠재 고객의 건강검진 의료관광 행동 의도에 미치는 영향요인을 목표 지향 행동 모형으로 분석하는 것을 목적으로 수행하였다. 이를 위해 목표 지향적 행동 모델의 주요 변수인 건강검진 의료관광에 대한 태도, 지각된 행동 통제, 긍정적 기대 정서, 부정적 기대 정서, 주관적 규범 등을 구성개념으로 하여, 동기적 요인인 욕구에 어떠한 관계가 있는지를 실증 연구하였다. 또한 중국인 잠재 건강검진 의료관광객들의 행동 의도를 예측하였다. 검증결과는 첫째, 한류와 검진 서비스 품질은 건강검진 관광 태도에 긍정적인 영향을 미쳤다. 둘째, 건강검진 관광 태도, 주관적 규범, 긍정적 기대 정서는 욕구에 긍정적인 영향을 미쳤다. 셋째, 욕구는 선행 변수와 행동 의도를 매개하는 것으로 밝혀졌다. 이 연구는 향후 검진의료 관광 분야의 잠재고객의 행동의도 연구에 기초자료로 활용될 수 있을 것이며, 고객 세분화에 따른 맞춤형 건강검진 의료관광 프로그램을 개발에 시사점을 제공할 수 있을 것이다.

Understanding the entrepreneurial intentions of youth: a PLS multi-group and FIMIX analysis using the model of goal-directed behavior

PurposeThis paper aims to test the model of goal-directed behavior (MGB) in the prediction of entrepreneurial intentions of high school students. It also uncovers heterogeneity and differences in structural paths. The study aims to expand the toolbox of theoretical models that are useful to interpret entrepreneurial intentions by including the MGB. The MGB explains the role of desires, anticipated emotions and frequency of past behavior (FPB). These aspects are underplayed in other models.Design/methodology/approachThe paper opted for a study using PLS path modeling. The authors applied questionnaires to 643 students (260 boys and 383 girls) from 34 high school institutions of a large metropolitan city in a developing country. Data analysis used a multi-group analysis and a finite mixture (FIMIX) approach.FindingsThe paper provides empirical insights about the antecedents of entrepreneurial intentions and confirms the role that desires and FPB have in their development. MGA results suggest that PBC relevance depends on gender, and emotions vary with socio economic level (SEL).Research limitations/implicationsResearch results are limited to high school students. Therefore, researchers are encouraged to test the proposed propositions further with university students and the general population in other developing and developed countries.Practical implicationsThe paper includes implications for teaching curriculum and government policy in entrepreneurship. The results encourage the study of entrepreneurship from a young age and the importance of teaching how to overcome negative emotions in the entrepreneurial process.Originality/valueThis paper satisfies a recognized need to evaluate competing models that explain entrepreneurial intentions. The grouping analysis uncovers opportunities to develop innovative education and training strategies.

Gender, Sense of Power, and Desire to Lead: Why Women Don’t “Lean In” to Apply to Leadership Groups That Are Majority-Male

We investigated why women may have lower desires and intentions to apply to become a member of a leadership group (i.e., committee) than men when the majority of its members are men. In four studies, we examined the interaction between gender and gender composition of the leadership group on leader candidates’ sense of power, desire to lead, and intentions to apply to become a member of a leadership group. Informed by research on gender, perceived power, and the model of goal-directed behavior, we found that women, compared to men, expected lower sense of power when considering applying to a majority-male (vs. gender-balanced) online leadership committee (Study 1A, N = 294; Study 1B, N = 278). This pattern observed for women in majority-male leadership committees was not, however, evident for men in majority female leadership committees (Study 2, N = 560). Furthermore, women’s lower sense of power explained why they expressed lower desires to lead and intentions to apply for a majority-male leadership committee compared to men. Finally, we found that increasing women’s sense of power increased their desires and intentions to lead in a majority-male committee (Study 3, N = 460). We contribute to understanding why there still exists a discrepancy in the number of men versus women in leadership groups despite ongoing efforts to reduce it. We hope readers will apply these findings by identifying ways to increase women leader candidates’ sense of power in order to increase women’s representation on leadership committees and groups (e.g., boards). Online slides for instructors who want to use this article for teaching are available on PWQ's website at http://journals.sagepub.com/doi/suppl/10.1177/0361684320939065

Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior

PurposeThe purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).Design/methodology/approachWe collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.FindingsSport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).Originality/valueThis paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.

Rethinking Emotions and Destination Experience: An Extended Model of Goal-Directed Behavior

This research aims to extend the model of goal-directed behavior, by deepening its emotional path and including new variables to predict tourist behavioral intention: hedonism, destination experience, and tourism innovativeness. Based on a final sample of 457 European tourist nationals, the findings showed the significant influence of hedonism and tourism innovativeness on tourist desire. In addition, findings uncover the mediating role of hedonism on the emotional path. The findings also extend previous research by revealing that not all destination experience dimensions (sensory, affective, behavioral, and intellectual) equally influence tourist behavioral intention. Indeed, only sensory and intellectual destination experience dimensions were found to affect behavioral intention. The findings have important implications for tourism managers crafting destination experiences and contribute to tourism research by presenting a more comprehensive framework of goal-directed behavior applied to tourism.

The role of CSR in sport consumption decision-making

PurposeThe purpose of the present study was to examine the effect of corporate social responsibility (CSR) on sport spectator's decision-making using extended model of goal-directed behavior (EMGB).Design/methodology/approachAn on-site survey was conducted for individuals (N = 408) who attended professional baseball games held in Taiwan.FindingsStructural equation modeling indicated that the proposed EMGB offered a comprehensive perspective on the complicated decision-making process of sporting event spectators, which increased the explanatory power for predicting future game attending intentions. Specifically, positive anticipated emotion, subjective norm, past behavior, perceived behavioral control and attitude were important determinants of desire, which in turn influenced behavioral intention. The perception of CSR initiatives also played a role in the development of both desire and behavioral intention.Originality/valueBased on the findings, sport managers should consider integrating CSR actions into management and marketing strategies to enhance individuals' desire and intention to attend games. To the best of our knowledge, this is the first attempt to use MGB to study sport spectating, hence extending theoretical development of MGB.

Validation of the Sport Fan Model of Goal-Directed Behavior: Comparison to Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-Directed Behavior

The Sport Fan MGB was developed by incorporating sport fan-specific variables to predict millennial sport fan consumption behaviors. However, the efficacy and usefulness of this Sport Fan MGB remain uncertain in comparison to other well-known behavioral models that include the original Model of Goal-Directed Behavior (MGB), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). Therefore, the purpose of this study was to further validate the Sport Fan MGB by comparing it to MGB, TPB, and TRA. To examine its relative effectiveness and efficiency, a non-nested model comparison was conducted with AIC and R-square values. The results indicate that the Sport Fan MGB significantly increased variance explained in various sport consumption behaviors over the MGB, TRA, and TPB. Specifically, it added more explanatory power to the desire to engage in each behavior for the millennial sample. Therefore, the usefulness of the Sport Fan MGB in examining millennial sport fan consumption behavior has been empirically demonstrated.

A Study on the Hybrid Start-up Intention by Using the Model of Goal-Directed Behavior (MGB)

Background/Objectives: The hybrid start-up is when a worker keeps his or her job and at the same time starts a business. This study is intended to analyze the impact of factors on the hybrid start-up desire and the hybrid start-up intention by applying the Model of Goal-directed Behavior (MGB).Methods/Statistical analysis: After establishing a research model that combines the hybrid start-up with the MGB, a survey was conducted on office workers for one month from December 2019. Of the collected samples, 101 copies suitable for the study were subjected to a statistical analysis such as evaluation of the measurement model and the structural model by using PLS-SEM with SmartPLS 3.0.Findings: The results of empirical analysis showed that attitude, positive anticipated emotion and negative anticipated emotion among the five factors presented in the MGB had a statistically positive effect on the hybrid start-up desire. However, subjective norm and perceived behavioral control didn’t have a statistically significant effect on the hybrid start-up desire. Like other models of goal-directed behavior, the hybrid start-up desire was found to be the most important in the hybrid start-up intention. And, it was also found that there was a mediation effect between the above three factors (attitude, positive anticipated emotion, negative anticipated emotion) and the intention of starting a business. In this study, it suggests that a start-up consulting should be made to take into account the objective aspects in the future, given that the hybrid start-up desire and intention are increased by subjective attitudes and anticipated emotions while not ready for start-up. And considering that most office workers are not ready to start their own businesses and want to consult on their own businesses, there is a need to expand the hybrid start-up consulting.Improvements/Applications: Future researches need to study the effectiveness of a start-up consulting through whether there is any change in the behavioral model before and after a start-up consulting. Research on hybrid start-ups will help improve government policies and systems that encourage office workers to start their own hybrid businesses.

The Effect of Smog-Related Factors on Korean Domestic Tourists' Decision-Making Process.

The present study aims to explore Korean domestic tourists’ decision-making processes by utilizing an extended model of goal-directed behavior (EMGB) as a theoretical framework. Integrating government policy (PLY) and protection motivation for smog (PMS) with the original model of goal-directed behavior (MGB) makes it easier to better understand the formation process of tourists’ behavioral intentions for domestic travel. Structural equation modeling (SEM) is employed to identify the structural relationships among the latent variables. The results of the EMGB indicated that desire had the strongest effect on the behavioral intention of tourists to travel domestically; positive anticipated emotion is the main source of desire, followed by negative anticipated emotion. Government PLY on smog has a significant, positive and indirect effect on behavioral intentions of domestic or potential tourists through the protection motive theory. We found that desires are verified as a determinant of the behavioral intention’s formation, more significant than that of perceived behavioral control, frequency of past behavior and protection motivation. In addition, this study offers theoretical and practical suggestions.

Beyond Browsing: Motivations for Experiential Browsing and Goal-Directed Shopping Intentions on Social Commerce Websites

This study investigated motivations and potential influence paths driving experiential browsing and goal-directed shopping intentions coexisting on social commerce (s-commerce) websites based on the model of goal-directed behavior (MGB). Surveys and research model tests were conducted using SmartPLS. Results revealed that users have more substantial social and hedonic motivations and social desire than utilitarian motivation for using s-commerce websites, which can lead to a higher experiential browsing intention. However, goal-directed shopping intentions of users can only be boosted using utilitarian motivation through the mediation of attitude toward s-commerce or commercial desire. Moreover, the results revealed the critical role of user attitude toward s-commerce compared with that of user desires in both experiential browsing and goal-directed shopping intentions. This study is the first in which the MGB was extended to explore the influence paths driving experiential browsing and goal-directed shopping intentions in the s-commerce context by simultaneously considering the mediating roles of desire and attitude. The empirical results of this study can be utilized by companies and s-commerce websites to develop effective strategies for strengthening user motivation to use s-commerce websites, which can enhance their shopping and browsing intentions.

Examining Vietnamese Hard-Adventure Tourists’ Visit Intention Using an Extended Model of Goal-Directed Behavior

Although adventure tourism is divided into two subgroups based on the level of risk, most previous research has not made a distinction in their research. However, due to the high risk, skills, experience, and physical condition required of participants, hard adventure tourism should be studied separately from soft tourism activities. Thus, this study investigates the antecedents influencing hard adventure tourists’ visit intention by adopting the model of goal-directed behavior. Furthermore, two new variables, social media consumption and hardy tourism knowledge, were added to improve the model’s predictive ability. Using 441 Vietnamese hard adventure tourists as research samples, the results have shown the conceptual model to be robust and effective in explaining behavioral intention. Generally, the results were consistent with previous research. However, subjective norms, negative anticipated emotion, and frequency of past behavior produced unexpected results.

Model of goal directed behavior for limiting Latino preschoolers\u2019 television viewing: validity and reliability

BackgroundAccurately measuring parents’ attitudes and beliefs regarding limiting their children’s TV viewing is important to inform the design and evaluation of effective interventions. This manuscript assesses the internal consistency reliability, test-retest reliability, convergent validity, and construct validity of the Model of Goal Directed Behavior (MGDB) scales among parents of Latino preschoolers to characterize Latino parents’ attitudes and beliefs toward limiting their preschoolers’ TV viewing.MethodParticipants included parents of Latino preschoolers in the United States, 3–5 years old (n = 186). Parents completed a socio-demographic survey and the 105-item MGDB questionnaire (Attitudes, Perceived Positive/Negative Behavioral Control, Subjective Norms, Positive and Negative Anticipated Emotions, Habits, Self-Efficacy, Desires, and Intentions surrounding their child’s TV viewing) which was used to measure internal consistency reliability and construct validity. A subsample of participants completed the questionnaire twice to measure test-retest reliability. Further, parents completed a 7-day TV viewing diary for their preschooler, and a TV parenting practices questionnaire as measures of convergent validity.ResultsInternal consistency reliability was generally acceptable for the MGDB scales (Cronbach’s alphas> 0.7), except for the Desires scale, which was revealed to have two factors and the Attitudes and Perceived Behavioral Control scales. Test-retest reliability over 2 months had negligible to moderate correlations (r’s = 0.28 to 0.61). Two structural equation models were conducted. One yielded acceptable model fit (x2 (97) = 113.65, p = .119) and the other had questionable model fit (x2 (97) = 125.39; p = .028). Testing convergent validity, only two MGDB scales (Habits and Self-Efficacy) were positively correlated with the TV parenting practices questionnaire (r’s = 0.33 to 0.51), and none were meaningfully correlated with preschoolers’ mean daily TV viewing.ConclusionsInitial reliability and validity for some of the MGDB scales appear acceptable among parents of Latino preschoolers. Refinement of the instrument and testing among larger samples is necessary to fully evaluate psychometric properties. This instrument may be useful for characterizing Latino parents’ attitudes and beliefs toward limiting their preschoolers’ TV viewing and informing future TV reduction interventions.Trial registrationClinical Trials NCT01216306 Registered October 6, 2010.

Modeling the desire for using public transport

The desire to use public transport, or use it more frequently, can be an important indicator of people’s intention to travel by public transport. However, the desired and relative desired travel amount (wanting to travel less or more) in the context of public transport use has not yet been analyzed. In this paper, we examine the relationship between actual and desired public transport frequency of 986 students of Laval University, Canada. Results indicate that most respondents have a desired public transport frequency close to their actual frequency. In line with the model of goal-directed behavior we found that – based on ordered logit models – the desire for frequently using public transport is positively affected by attitudes towards – and satisfaction with – public transport, while the desired public transport frequency positively influences actual public transport frequency. Besides positive effects of attitudes and satisfaction, we also found that the desire to travel more frequently by public transport is positively affected by easy car access and living in rural areas. This suggests that rural residents are potential public transport users who are perhaps restricted by their living context and that moving into urban areas may present an opportunity for them to increase public transport use. Finally, we also found that the intention to use public transport in later life (i.e., after university) is positively affected by respondents’ desired public transport frequency.

Can Co-Creation and Crowdfunding Types Predict Funder Behavior? An Extended Model of Goal-Directed Behavior

Crowdfunding is an emerging means for financing by small and medium-sized enterprises or individuals to attract capital from investors who look to obtain products, services, and/or equity in the future. Co-creation in crowdfunding projects substantially influences sponsors’ behavior, playing a critical role in crowdfunding performance. Despite the significance of co-creation in crowdfunding, research from the leisure and tourism fields has been largely neglected in terms of theory-based models of co-creation. To address this gap, the goal of this work is to study the effects of co-creation on the extended model of goal-directed behavior, along with the moderator of crowdfunding types. To do this, an online survey was conducted on crowdfunders in South Korea and partial least squares (PLS)-structural equation modeling (SEM) was applied to analyze the collected data. Results reveal that co-creation considerably leads to attitude towards, as well as behavior in relation to, crowdfunding participation. Funders’ attitude and positive and negative anticipated emotion also significantly influence desire to participate in crowdfunding. Behavioral intention is highly affected by perceived behavioral control as well as desire. Reward and investment types significantly moderate eight relationships in the research model. Hence, this study contributes to crowdfunding research and stakeholders in the visitor economy sectors.

Impact of cashback usage restriction exemption on travel booking: a goal-directed approach

ABSTRACT The purpose of this study is to examine the impact of cashback usage restriction exemption (CURE) on travelers’ intention to prefer a brand’s mobile application (m-app). Using a mixed-method approach, we have established that the CURE enhances the intention to use a brand’s m-app. It was observed that the subjective norms, perceived behavioural control, anticipated positive emotions, and frequency of past behaviour affected the travelers’ desire to use a particular brand’s m-app for travel bookings if CURE is provided. Moreover, if CURE is added as an additional construct to the model, then the extended Model of Goal-Directed Behaviour (MGB) predicts the intention better than the extended Theory of Planned Behaviour (TPB).

광주 세계수영선수권대회 관람객들의 의사결정에 관한 연구 : AIDA모델과 MGB의 통합모델을 바탕으로

Purpose: The purpose of this study is to identify decision making process for visitors of FINA world championship Gwangju by using AIDA model and Model of Goal-directed Behavior (MGB).BR Method: To achieve the goal of the study, 350 questionnaires were distributed to spectators of FINA World Championship Gwangju, and 308 questionnaires were analyzed by SPSS and AMOS program. For the analysis, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, structural equation modeling were conducted.BR Results: The results of this study are as follows. First, there was a significant relationship among attention, interest and desire. Second, attitude and positive anticipated emotion had significant effect on desire. Third, perceived behavioral control and desire had significant effect on behavioral intention.BR Conclusion: In summary, this study shows that AIDA model and MGB can provide comprehensive perspective on decision-making process for spectators. Furthermore, the findings in this study indicate that desire is one of the significant factor that can promote behavioral intention.