Positive Behavioral Intentions Research Articles

Experiential effects on mass sport participants’ event satisfaction and behavioral intentions: examining sensory, affective, behavioral, intellectual and relational dimensions

PurposeThe purpose of the present study was to investigate the interrelationships among the dimensions of sport event experience, event satisfaction and event behavioral intentions.Design/methodology/approachThe sample was comprised of 186 individuals who actively participated in a mass participation sport event. Partial least squares-structural equation modeling (PLS-SEM) was employed to test the relationships among the latent constructs.FindingsThe results indicated that the dimensions of sport event experience predicted 55% of the variance of event satisfaction and 63% of the variance of event behavioral intentions was predicted by sport event experience dimensions and event satisfaction. Specifically, the sensory, affective and relational dimensions of experience sought to have a statistically significant and positive association with event satisfaction, while event satisfaction and the relational dimension of experience were found to have a statistically significant and positive correlation with event behavioral intentions. In addition, event satisfaction was found to mediate the relationships between sensory, affective and relational experiences and event behavioral intentions.Originality/valueThe present study is one of the first that explores the relationships among sport event experience’s dimensions, event satisfaction and positive behavioral intentions in the context of sport event participation.

The Impacts of Animated Transport Safety Advertising Cross Two Cultures

ABSTRACT Transport safety campaigns are valuable for public health, as they prevent traffic fatalities and collisions. Authorities and nonprofit organizations attempt to promote transport safety by advertising via social media. Understanding the factors that make online transport safety campaigns successful is also important. However, studies exploring the impact of animated videos on transportation safety are scarce. We adopted the stimuli-organism-response (S-O-R) framework to examine the impact of music and graphics on transport users’ emotional states and behaviors. We also considered how the reactions varied across cultures. The respondents were shown animated transport safety advertisements produced by Metro Trains in Melbourne, Australia. A total of 217 valid questionnaires were collected from transportation users in Taiwan and Vietnam. In contrast, we explored the spillover effects of an animated transport safety promotion campaign across cultures. The findings show that music significantly impacts people’s emotions, which, in turn, are associated with positive behavioral intentions. Self-efficacy had the greatest effect on behavioral responses. We also found that transport users in Taiwan were more influenced by graphics, whereas those in Vietnam were more affected by music in the S-O path. Fear arousal affects the behavioral intentions of Vietnamese transportation users in the O-R path. Self-efficacy is the dominant factor affecting the ability of Taiwan’s transport users to obey traffic rules. Transport safety advertising should be designed to evoke emotions, and specific stimulus elements should be adjusted according to cultural preferences.

Perceived Value and Behavioral Intention of Chengde homestay tourists based on Cognition-Affection-Conation

Against the backdrop of the new era, changes in tourism consumption demand have led tourists to prefer diversified, autonomous, and personalized tourism products and services in the process of tourism experience. They long for in-depth experiences as well as emotional identification and communication during travel. As a new industrial form emerging in China in recent years, the homestay industry has become a major attraction for tourists because it integrates beautiful scenery, creativity, and comfort, and each establishment has its own unique characteristics. Perceived value, as a comprehensive evaluation made by tourists of the perceived benefits and losses of tourism products or services in a specific context, is a source of competitive advantage. To achieve sustainable development of tourist destinations, exploring the formation mechanism of tourists' positive behavioral intentions has become an important research topic in both academic and industrial circles. Based on the "cognition-emotion-intention" relationship theory, this article explores the relationship between perceived value, satisfaction, place attachment, and behavioral intention among Chengde homestay tourists. Using quantitative research methods, questionnaire surveys, random sampling, descriptive statistical analysis, reliability and validity analysis, variance analysis, factor analysis, correlation analysis, and regression analysis, 450 questionnaires collected from tourists who have experienced Chengde star-rated homestays were analyzed. The results show that the behavioral intentions of homestay tourists are directly affected by place dependence, place identity, and perceived value, while indirectly influenced by tourist satisfaction. These findings provide reference value and significance for homestay owners, management departments, investors, local residents, and homestays in other regions.

The Impact of the Urban Forest Park Recreation Environment and Perceived Satisfaction on Post-Tour Behavioral Intention—Using Tongzhou Grand Canal Forest Park as an Example

The positive behaviors that urban forest parks encourage in urban residents (such as recommendations, repeat visits, etc.) are important considerations in the planning and construction of such forest parks. Recreators’ environmental preferences and perceived satisfaction with urban forest parks are responses to individuals’ perceptions and attitudes toward the external environment. Clarifying the interactive relationship between the two is of great significance to improving positive behavioral intentions in urban forest parks. In this paper, the concept of the urban forest park recreational environment is proposed, and in this concept, the three dimensions of the spatial physical environmental preference, regional cultural characteristics, and service experience that the urban forest park recreational environment has on tourists’ perception are separated out. A model of the structural relationship between park environment perception, perceived satisfaction, and post-tour behavioral intention was tested using Tongzhou Grand Canal Forest Park as an example. The psychological path of tourists’ behavioral intention after visiting the urban forest park can be divided into two categories: the direct influencing path is “urban forest park recreation environment → post-tour behavioral intention”; the indirect influencing path is “urban forest park recreation environment → perceived satisfaction → behavioral intention after the trip”. This shows that tourists’ preference for the urban forest park recreation environment will promote the generation of perceived satisfaction and then stimulate in-depth comprehensive experience evaluation after visiting. By enhancing tourists’ experience of the urban forest park recreational environment through their environmental preference perception and improving tourists’ perceived satisfaction with the urban forest park recreational environment, urban forest parks can improve tourists’ positive behavioral intentions. Clarifying these complex psychological processes provides a new perspective for understanding people’s cognition of urban forest parks, the physiological and psychological benefits produced, and the resulting behavioral tendencies. At the same time, it also provides a new perspective for the planning and design of similar types of urban forest parks. It provides a certain reference value for forest park management.

Creating a positive behavior intention using an online learning platform technology: the mediating role of perceived online learning enjoyment

Purpose Since there is lack of studies in determine factors that affecting enjoyment sentiment when using online learning system, this study aims to explore the antecedents of perceived online learning enjoyment by using extended technology acceptance model (TAM) and its effect on behavioral intentions (BIN) among higher education institutions students.Design/methodology/approach The research framework was empirically evaluated using a cross-sectional research design and the data was collected from 715 undergraduate students from public higher education institutions in Malaysia using an online survey method. A structural equation modeling using partial least square method was used to examine the hypothesized model.Findings The results of partial least squares structural equation modeling indicated that the main predictive variables of TAM along with the extended variables were significantly influence the perceived online learning enjoyment. Meanwhile, the analysis also identified that perceived online learning enjoyment can significantly generate positive BIN for using online learning platforms as well as it also plays as a significant mediator role.Practical implications This study has significant implications for higher education institutions that wish to develop online learning environment for their students by providing answers to higher education institutions on how to successfully use the learning management system to assist students' learning performance from the aspect of online learning enjoyment sentiment.Originality/value This study is remarkable because it is the first attempt to explore the effect of these five predictors on students' learning enjoyment toward online learning platforms and subsequently on BIN to use this learning platforms, especially in the context of Malaysian higher education system. It is also unique in the way to extend the use of TAM predictive variables with others variables to produce more informative results about the study. Hence, this study also has a new contribution in the literature in the domain of digital learning.

Born a local or living like one: Understandings of local belonging and outgroup attitudes

This study examines people's understanding of who is a ‘true’ local and its intergroup implications. We expected to find two general understandings – one based on ascribed (i.e., ethnic) and the other on acquired (i.e. civic) characteristics – which would be differently associated with attitudes towards newcomers. In four studies conducted in Poland, we found that people consistently make an empirical distinction between these two understandings of local city belonging (Study 1, N = 148, Study 2, N = 1016, Study 3, N = 400, Study 4, N = 686). Further, stronger endorsement of an ascribed local belonging was related to a tendency to essentialize the ingroup and support for autochthony belief (Study 1), lower acceptance of both international and internal migrants, as well as established and recent migrants (Studies 2–4), higher perceived local threat from migrants, and higher intention for collective action against migrants (Study 4). In contrast, an acquired local understanding was associated with positive attitudes and behavioral intentions towards newcomers. In sum, our results suggest that the ascribed vs. acquired distinction of local belonging is relevant for the way people relate to newcomers in their local environments.

Indigenous language learning in higher education in Ghana: Exploring students' behavioral intentions using an extended theory of planned behavior.

This study investigated the predictors of indigenous language learning from an empirical and theoretical perspective. A quantitative approach was employed to explore the issue using an extended version of Ajzen's Theory of Planned Behavior that incorporates linguistic insecurity in measuring students' language learning intentions. A total of 180 first-year undergraduate students in the Department of Arts Education and the Department of Ghanaian Languages and Linguistics participated in the study. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), measurement and structural models were evaluated. The results indicated that students' attitudes (behavioral beliefs), subjective norms, language learning efficacy, and students' sense of linguistic insecurity significantly predicted their intentions to study indigenous languages. The exogenous variables accounted for 47.8% of the variance in students' intentions to study indigenous languages in higher education. The strongest predictor of intention was subjective norms (β = 0.399; p<0.01), followed by students' sense of linguistic insecurity (β = -0.254; p<0.01), perceived language learning efficacy (β = 0.169; p = 0.013), and language attitude (β = 0.144; p = 0.045). These results underscore the need for concerned stakeholders to foster positive attitudes and address linguistic insecurity to enhance learners' development of positive behavioral intentions toward indigenous language learning.

Does it matter to have rapport and social interaction on a group tour?

With rapport building growing in significance, this investigation of its role in attitude and behavioural intention in the group tour context used a multi-methods approach (a video experiment, a photo experiment and a survey). Group attentiveness was also examined as a moderator in the attitude–behavioural intention relationship. Three studies were conducted on the Australian tourism industry in which group tours are common. The first study (a video experiment) and the second study (a photo experiment) were conducted with participants living in Canberra, Australia, while the third survey-based study was conducted on domestic tourists visiting anywhere in Australia on a group tour for the purpose of generalisation. Results from the partial least squares method confirmed the crucial role of rapport in developing a positive attitude and behavioural intention, with the combined effect of rapport and social interaction higher than their individual impacts. Group attentiveness was also found to be a significant moderator.

Greening the bottom line: a new scale to discern consumer perceptions of a firm’s green orientation

PurposeThe purpose of this paper is to introduce a new scale designed to assess a firm's green orientation from the consumer's perspective. Its effects are tested on a managerially relevant outcome variable and an objectively measured product-performance indicator.Design/methodology/approachFour studies based on various data sources identify and operationalize a green-oriented firm. Leveraging signaling theory, a model tests the orientation’s impact on two outcome variables, behavioral intentions and revenue, demonstrating its relevance to both scholars and practitioners.FindingsPrevious research has explored consumers’ reactions to green products, announcements and initiatives in a piecemeal fashion. This study suggests that firms are perceived as green-oriented when they operate in an environmentally friendly manner, develop green products and publicize these accomplishments. Consequently, consumers’ identification of a firm as green-oriented affected their behavioral intentions, which positively influenced firms’ revenues.Research limitations/implicationsGreen-oriented firms must incorporate environmental standards into production efforts and confidently trumpet such behaviors if they wish to profit from consumer perceptions.Practical implicationsTo accrue positive behavioral intentions from consumers and to increase the firm’s revenues, marketers should invest in developing green-oriented products, operating in an environmentally friendly manner and publicizing these efforts. Understanding consumer perceptions is critical, as they are a leading indicator of firm performance.Originality/valueThis novel operationalization of a green orientation captures consumers’ perceptions, demonstrating that firms can significantly benefit from this consumer-aligned strategy.

The Effect of Positive Psychological Capital on Interpersonal Communication Ability and Turnover Intention of Beauty Workers

This study verifies the effect of positive psychological capital on interpersonal communication ability and turnover intention. By verifying that job improvement and fulfillment through interpersonal communication ability lower turnover intention and basic data necessary for efficient and effective operation of human resource management. The purpose is to present A survey was conducted targeting beauty workers, and a total of 305 copies were used as the final analysis data. The collected data were subjected to frequency analysis, factor analysis, reliability analysis, and multiple regression analysis using SPSS 24.0. As a result of the analysis, positive psychological capital has three dimensions of self-efficacy, hope, and optimism, interpersonal communication ability has two dimensions of understanding and reliability, and turnover intention has a single dimension. The effect of positive psychological capital on interpersonal communication ability had a positive effect, and the effect of positive psychological capital and turnover intention showed a negative effect. The conclusion from the results of this study is that it is important to form a sense of unity with the organization so that the goals and vision of the organization can be shared in the same direction as the goals of the employees. needs to be developed. It is necessary to create a culture that respects and understands positive communication methods and opinions among members by utilizing emotional education programs, and improves organizational performance by satisfying individual professional growth and development through consultation with senior mentors and technical training. It is presumed that it can be done. In relation to this study, suggestions for follow-up studies are as follows. A study on the influence of current leadership, which is being emphasized by positive psychological capital, on communication and behavioral intention is also considered to be a meaningful study.

Male Adolescents with Mild Intellectual Disabilities: Normative Sexual Development and Factors Associated with Sexual Risks

This study aimed to (1) describe male mildly intellectually disabled (MID) adolescents’ general romantic and sexual development, education experience with topics on sexuality and relationships, and frequency of undesirable sexual behaviors and experiences; and (2) explore how sexuality related attitudes, self-esteem, sexual knowledge, and resilience to peer pressure link to MID male adolescents’ sexual and dating violence (SDV) perpetration, SDV victimization and sexual risk behavior. We used baseline data from a randomized controlled trial on a program for psychosexual health promotion and prevention of undesirable sexual experiences for MID male adolescents (N = 120, Mage = 15.03 years), assessed with self-report questionnaires. We examined cross-sectional associations with correlations and (logistic) regression analyses between sexuality-related attitudes, global self-esteem, sexual knowledge, and resilience to peer pressure with SDV perpetration, SDV victimization and behavioral intentions following sexual rejection. Results indicated that male MID adolescents were romantically and sexually active, and reported unsafe sex, 47.7% experienced SDV perpetration and 33.9% victimization. Positive attitudes towards dating violence were associated with having experienced both SDV perpetration and victimization, and more adherence to heterosexual double standards was related to more negative and fewer positive behavioral intentions upon sexual rejection. Participants who experienced SDV victimization had more sexual knowledge. Self-esteem and resilience to peer pressure were unrelated to SDV. Concluding, male MID adolescents are similarly sexually active to the general population but may need more guidance in the form of timely, tailored prevention and education. We provide concrete suggestions such as focusing on changing attitudes and practicing skills.

Narratives and Mental Illness: Understanding the Factors That Impact Stigmatizing Attitudes and Behavioral Intentions

Entertainment television has been explored to reduce stigmatizing attitudes toward mental illness by incorporating positive stories about characters with mental illness. Guided by mediated contact theory and the extended elaboration likelihood model, this study examines whether exposure and engagement with entertainment narratives, featuring characters with mental illnesses of varying levels of public stigma, impacts stigmatizing attitudes and intentions to interact with individuals with mental illness generally. Participants (n = 234) were randomized to one of the three conditions: (1) a more stigmatized mental illness (schizophrenia), (2) a less stigmatized mental illness (depression), or (3) a non-mental illness control (cancer). Participants in the more stigmatized condition reported significantly less identification with characters than those in the less stigmatized condition, and greater identification with the characters were associated with more positive attitudes and behavioral intentions. Narrative counterarguing was associated with less positive attitudes and intentions toward people with mental illness. Implications based on these findings include identifying ways to increase engagement with less familiar mental illnesses to optimize the positive outcomes associated with narrative engagement.

Effects of biased extrapolation on attitude extremity

AbstractPrevious research has shown that merely thinking about an attitude object can make both positive and negative attitudes more extreme. The present research explored whether a specific type of thought—extrapolating from known to unknown attributes—might make attitudes and behavioural intentions more extreme than reviewing known attributes. In three experiments, extrapolating from a social group's ‘known’ personality traits made positive and negative attitudes and behavioural intentions more extreme than reviewing those traits. This pattern of results occurred whether participants self‐generated extrapolations (Experiment 1) or rated the likelihood of frequently extrapolated traits (Experiment 2). Attitudes were also more extreme after extrapolating traits high versus low in cognitive relevance to known traits, regardless of trait positivity/negativity (Experiment 3). In all three experiments, the effect of biased trait extrapolation on attitude extremity was mediated by more extreme associations with the extrapolated group. The current findings are consistent with attitude theories that emphasize cognitive processes.

The Effect of Social Media Influencers (SMIs) on Consumers’ Purchase Intention

Social media has led to the emergence of Social Media Influencers (SMIs), a group of influential individuals who hold significant sway over consumer behaviours and play a crucial role in shaping their decision-making. Understanding how SMIs convey their messages to endorsed brands and influence positive behavioural intentions among consumers is essential. This study addresses this research gap by investigating the impact SMIs’ trustworthiness and para-social relationship on consumers’ purchase intentions, considering attributes such as expertise, physical attractiveness, authenticity, attitude homophily, and social attractiveness. Data was collected from social media users through self-administered online surveys, resulting in 179 valid responses, which were analysed using SPSS. The findings reveal that SMIs’ expertise, physical attractiveness, authenticity, and attitude homophily are critical factors in determining their trustworthiness. Additionally, attitude homophily and social attractiveness of SMIs are important predictors of para-social relationships. Furthermore, a strong para-social relationship between influencers and their followers positively influences consumers’ purchase intentions. This research contributes to the literature on SMIs by identifying the antecedents of SMIs’ trustworthiness and para-social relationships, and by examining their influence on followers’ purchase intentions.

The Impact of Familiarity with a Communicator on the Persuasive Effectiveness of Pandemic-Related Fear Appeals Explained Through Parasocial Relationships

ABSTRACT Parasocial relationships can improve the effectiveness of persuasive messages such as advertising. However, little is known about the role of parasocial relationships in the processing of fear appeals—a communication strategy that, despite its popularity, often evokes unwanted responses such as reactance. Perceived self-efficacy is one key variable that determines whether a fear appeal improves attitudes/behavior or has unwanted boomerang effects. In a two-level between-subjects experiment (N = 91), we show that a COVID-19-related fear appeal promoting anti-coronavirus measures from a familiar communicator (compared to an unfamiliar communicator) evokes more perceived self-efficacy explained by media users’ parasocial relationship with the familiar communicator. A second two-level between-subjects experiment (N = 239) replicates these findings and shows that perceived self-efficacy inhibits reactance responses (message derogation and perceived threat to freedom) and fosters positive attitudes and behavioral intentions toward anti-coronavirus measures.

The Influence of Interactivity and Ephemerality of Instagram Advertisements in Shaping Perceived Value and Behavioral Intention

Instagram stands out as a prominent platform, offering companies a valuable space to promote their offerings to a vast and diverse audience. To capture consumer interest, Instagram advertisements now incorporate innovative interactive features and ephemeral effects, enhancing their appeal and engagement. The objective of this study is to examine the influence of interactivity and ephemerality of instagram advertisements in shaping perceived value and behavioral intention. A quantitative research approach was employed in this study. Data from 239 participants were gathered through an online survey and analyzed utilizing SmartPLS 3.2.9 software employing Structural Equation Modeling. The findings indicate that the interactivity and ephemerality of Instagram Stories advertisements significantly influence three types of perceived value such as utilitarian, hedonic, and social value among female consumers of the fashion brand HeyLocal. Furthermore, these perceived values motivate positive behavioral intentions such as the intention towards social media activities, online search, and brand purchase. In contrast to social value, it was found that utilitarian and hedonic value do not directly impact brand purchase. In addition, our research revealed that consumers’ purchase decisions can be reinforced through their engagement in social media activities and online information search.

The pro-environmental behavioral intention of villagers in rural tourist destinations under China’s environmental remediation policy

This study examined villagers’ intention of pro-environmental behavior while supporting the Landcare Policy in China. The research team conducted field surveys of villagers from four famous scenic spots of Cili, which is near the world natural heritage site of the Zhangjiajie natural landscape core area. This area has developed rural tourism, many local villagers rely on tourism to obtain their livelihood income. However, the area is now affected by the environmental remediation policy called Landcare Policy. Cultivated land near the tourist area needs to be repaired, which affects the tourism income of some local villagers. Therefore, local villagers are facing a contradiction between tourism development and environmental protection. The study chose the change in local villagers’ pro-environmental intention as the research content. Then we adopted an empirically validated norm activation model (NAM) from Schwartz, and merged the NAM with the expectancy theory of Vroom, based on 511 valid responses from the field questionnaire surveys, we aimed to develop a theoretical framework for researchers to understand the change in villagers' pro-environmental behaviors, concerning the balance between rural tourism livelihood benefits and environmental remediation behavior. Structural equation modeling was conducted for each index of the responses, the findings showed that the merged model had 76.46% better predictive accuracy of villagers’ pro-environmental intentions than applying Schwartz’s NAM independently. This study found that the motivational force of this new theory significantly influences environmental personal norms due to the joint impact of valence, instrumentality, and expectancy. Villagers with a positive pro-environmental behavior intention expect good tourism benefits and environmental living conditions under the impact of the Landcare policy in rural tourism destinations near the famous natural heritage site.

Eco-score labels on meat products: Consumer perceptions and attitudes towards sustainable choices

Non-profit organisations have developed labelling strategies to communicate the environmental impact of food products, helping consumers make more informed purchase decisions. The evidence on whether environmental food labelling can change behaviours toward environmental meat choices is unclear, due to context factors within shopping environments and differences in attitudes towards meat and the environment. This study investigates attitudes towards an eco-score label on meat products by measuring the influence of meat and environmental attitudes and identifying drivers and barriers through a mixed-methods design. An online questionnaire (N = 255) posed questions concerning meat consumption, label perceptions, and use intentions. Recruitment was via convenience sampling under the criteria of UK dweller, omnivorous diet and over 18 years of age. Nine semi-structured interviews explored the drivers and barriers for intended use through thematic analysis. Perceptions Scores (PS) and Purchase Intention (PI) scores of the label were positive. Results showed an individual’s Meat attachment (affinity) score (MAAS) negligibly influenced PS but provided a moderately negative relationship with PI. Environmental label use and attitudes positively influenced PS and PI. The qualitative data identified label design and concept perceptions as drivers for use, whereas habitual shopping behaviours and perceived price were barriers. The research contributes to the transtheoretical model of behavioural change, identifying that 58% of participants contemplate label use but require more information. Explanations found for the gap between positive perceptions and low behavioural intentions support this, as poor label awareness and knowledge of the environmental impact of meat production were highlighted.

Individual characteristics linking cognitive, affective and conative mechanisms among vegetarian restaurant customers

PurposeDespite the recent increase in vegetarian food consumption, studies on this topic have focused on the product category. Based on the functional theory of attitude and the cognitive–affective–conative framework, this study investigates the impact of customer individuality (i.e. uniqueness and level of self-monitoring) on cognitive attitude (i.e. social-function attitudes), which leads to conative attitude (i.e. behavioral intentions) via affective attitudes toward vegetarian restaurants.Design/methodology/approachThe sample (n = 176) comprises experienced vegetarian restaurant customers in the USA. Multi-group analysis is used to examine differences between vegetarian and non-vegetarian customers, as well as customers' low and high frequency in visiting vegetarian restaurants.FindingsUsing partial least squares structural equation modeling, this study finds the relative impact of customers' personal traits on self-expressive and social-adjustive functions. Results highlight the role of the social-adjustive function as an antecedent of affective attitudes leading to positive behavioral intentions. Last, the findings from a multi-group analysis show that customer self-monitoring is the only significant antecedent of a cognitive attitude among vegetarian customers.Originality/valueThe present study adds to the literature regarding trait attributes and corresponding cognitive, affective and conative attitudes in the context of the vegetarian food service industry.

Improving intergroup relation through humanization: The moderating role of negative direct contact and the mediating role of intergroup affect

AbstractResearch on the interplay between negative direct intergroup contact frequency and outgroup humanization in intergroup relations is limited. Thus, across two different intergroup settings (i.e., Switzerland and Kosovo; N = 435), we examined individuals' positive behavioural intentions towards outgroup members (i.e., immigrants in Study 1 and the Roma in Study 2) as a function of both negative direct intergroup contact and humanizing information versus positive but not humanizing information (both studies) and control/no information (Study 2). Results show that information portraying outgroup members in a humanizing light (versus positive and/or control with no information) decreased anxiety (in both studies) and increased empathy (Study 2), which then related to more positive behavioural intentions among people who reported high versus low levels of negative direct contact with outgroup members. In this article, we discuss the theoretical and practical implications of our findings concerning intergroup relations.