Intention Relationship Research Articles

채식 선택속성과 지각된 가치가 태도 및 행동 의도에 미치는 영향

This research studied the influential relationship of vegetarian choice attributes, perceived value, attitude, and behavior intention. The survey was conducted from April 17, 2022 to November 12, 2022, targeting vegetarians who are active in the vegetarian community. Hypotheses were tested on the collected data using SPSS win 22.0 and AMOS 22.0 programs. As a result of the study, health and religion showed a significant influence (+) on cost value in vegetarian choice attributes and perceived value and a significant influence (+) on emotional value and altruistic value in animal welfare and eco-friendliness. Stability indicated a significant influence (+) on emotional value. While emotional value and altruistic value indicated a significant influence (+) on attitude in the effects perceived value has on attitude, cost value did not indicate a significant influence on attitude. Cost value and emotional value displayed a significant influence (+) on behavioral intention in the relationship between perceived value and behavioral intention, whereas altruistic value did not display a significant influence. Attitude showed a significant influence (+) on behavioral intention. The purpose of this research is to study perceived value, attitude, and behavioral intention according to vegetarian choice attributes. It is hoped that this study will help establish strategic marketing plans of the vegetarian market that is gradually developing in the food service industry and contribute to the progress of vegetarian research and forming sound vegetarian culture.

O2O 플랫폼 외식 서비스 품질이 행동의도에 미치는 영향 : 리뷰 수용성과 만족의 이중 매개효과를 중심으로

O2O platform foodservice industry has been increased so quickly during the Pandemic era, this study was performed to identify the effect of O2O platform food service quality on behavior intention by verifying the sequential mediating effect of the review acceptance and customer satisfaction between the relationship of food service quality and behavior intention. The survey was conducted for those using O2O platform foodservice, and 364 valid responses were used for analysis. According to the analysis results, it has been confirmed that O2O platform foodservice quality, review acceptance, customer satisfaction and behavior intention were significantly related to each other. Second, review acceptance and customer satisfaction in the relationship between O2O platform foodservice quality and behavior intention have been found to be partial-mediated and sequential mediated. Specifically, the factors of ‘delivery’, ‘response’, ‘information’, ‘trust’ from O2O platform foodservice quality had the significant effect on the behavior intention. Therefore O2O platform foodservice business should be focused on this results so that they can use them for more effective service marketing strategies. Specially, the platform business must have more weight on the education and management for both(personal and technical service) sides.

Wayfinding Satisfaction on Tourist Revisit Intention: A Moderated Moderation Model of Travel Group Size and Tourism Information Service

Purpose – Although researchers have long recognized customer revisit intention as an important post-purchase outcome, less attention has been given to revisit intention in the tourism context. Additionally, the effect of wayfinding satisfaction on tourist revisit intention has been largely overlooked. However, wayfinding in a highly urbanized country, such as South Korea, can be challenging, especially for tourists, which can affect revisit intention. Therefore, the main objective of this study is to investigate the differential effect of wayfinding satisfaction on revisit intention, depending on travel group size, while examining the potential moderating role of tourism information service satisfaction. Design/Methodology/Approach – This study conducts a moderated-moderation analysis of wayfinding satisfaction, travel group size, and tourism information service satisfaction on revisit intention, using the 2019 International Visitor Survey conducted by the Korea Tourism Organization. Findings – The findings reveal that wayfinding satisfaction is positively associated with revisit intention, and this association becomes stronger for tourists that travel in larger groups. The findings further show that the moderating effect of travel group size on the association between wayfinding satisfaction and revisit intention depends on tourism information service satisfaction. Specifically, tourism information service satisfaction exerts a negative moderating impact on the moderating influence of travel group size on the wayfinding satisfaction-revisit intention relationship. Research Implications – As the global coronavirus pandemic enters a recovery phase, growing attention has been directed to tourists, particularly those visiting the same destination multiple times. In this context, this study provides comprehensive insight into how tourist revisit intention is enhanced.

Factors Contributing to Recommendation Intention of Foreign Tourists in Times of Crisis: A Moderated Moderation Analysis

Purpose - As a leading source of foreign exchange and investment, tourism has grown in importance as a component of international trade. Accordingly, in recent decades much attention has been directed toward attracting foreign tourists and, in turn, positively affecting the recommendation intentions of foreign tourists. Despite such interests, there remains a dearth of empirical research on this issue. Moreover, prior research has focused primarily on the simple main effect of a certain factor on recommendation intentions. Therefore, the present study aims to (1) investigate the effect of overall satisfaction on the recommendation intentions of foreign tourists, and (2) examine the potential moderating effects of personal factors (i.e., age and destination image) on the association between overall satisfaction and recommendation intention.
 Design/methodology - Using a moderated moderation analysis of the data drawn from the 2018 International Visitor Survey conducted by the Korea Tourism Organization, this study proposes the three-way interaction effects of overall satisfaction, age, and destination image on recommendation intention.
 Findings - The findings of the study indicate that overall satisfaction is positively associated with recommendation intention and this relationship becomes stronger among younger tourists. The findings further indicate that the moderating effect of age on the relationship between overall satisfaction and recommendation intention depends on changes in the image of the destination. Specifically, the destination image exerts a positive moderating impact on the influence of age that moderates the overall satisfaction and recommendation intention relationship.
 Originality/value - Considering that the tourism economy has been severely affected by the current COVID-19 pandemic, this study contributes to a more accurate understanding of the factors affecting the recommendation intention, especially in times of crisis.

The relationship between 5G technology affordances, consumption values, trust and intentions: An exploration using the TCV and S-O-R paradigm

5G mobile communication technology is anticipated to merge with many other sectors, spurring innovation and creating substantial ripple effects. Despite the significance of this advancement, current research provides limited knowledge of users' behavioral reactions to the affordances, values, and trust generated from 5G technology. To investigate this relationship, this study used the Stimulus-response theory and the consumption values theory. The empirical data was gathered from 373 consumers in China using a survey method. To validate the model’s suggested relationships, the author utilized the partial least squares-structural equation modelling (PLS-SEM) technique. The finding designates that the affordances and purchase intention relationship was mediated by consumption values and trust. Given the significance of 5G technology and its potential, this study investigates what drives and deters consumers from obtaining 5G technology. Original findings insights on the role of affordances in developing marketing strategies and increasing consumer intentions to purchase 5G technology products.

Post-purchase behaviour triggers in branded mobile shopping apps

PurposeThis study aims to integrate the perspectives offered by TAM and related models, respectively, the theory of values, to examine the impact of branded mobile shopping apps perceived value dimensions on continuance and recommendation intention.Design/methodology/approachA quantitative research was conducted online on a sample of 459 Romanian consumers to investigate how various facets of the perceived value of mobile shopping apps of some fashion brands influence continuance intention and the intention to recommend mobile apps. Sample selection implied a mixed non-probability method, convenience sampling and snowballing method, and the research hypotheses were tested using structural equation modelling (SEM) and path analysis.FindingsThis study validates significant positive relationships between perceived ubiquity, app incentive, respectively, epistemic value of branded mobile shopping apps and continuance intention, and between perceived hedonic value, social value, continuance intention and the intention to recommend branded mobile apps.Originality/valueThe research provides a deeper understanding of the influence played by the perceived value of mobile shopping apps on the consumer post-purchase behaviour and takes into consideration the mediating role of continuance intention for the perceived value and recommendation intention relationship.

Seeing is buying: should offline retailers use shelf-based scarcity to sell products?

PurposeThis study aims to examine the moderating role of two product-related variables – product type and product involvement on the relationship between shelf-based scarcity (SBS) and purchase intention.Design/methodology/approachThe authors used four 2 × 2 between-subject experiments to test the proposed moderation.FindingsResults from the four experimental studies provide the following insights. SBS enhances customers’ purchase intentions for utilitarian products and decreases purchase intentions for hedonic products. The positive influence of SBS cues on purchase intentions is more pronounced for low-involvement products than for high-involvement products. Perceived popularity and perceived quality mediate the relationship between SBS and perceived consumption risk for utilitarian products but not hedonic products.Research limitations/implicationsThis study builds on prior research on scarcity by investigating the impact of product-related factors on the SBS-purchase intention relationship through the elaboration likelihood model.Practical implicationsThe results suggest that retailers benefit from using SBS cues for utilitarian and low-involvement products to increase purchase intention. Retailers can avoid SBS cues for hedonic products to prevent them from seeming commonplace. Furthermore, retailers can boost purchase intentions by highlighting the popularity and quality of utilitarian and low-involvement products.Originality/valueTo the best of the authors knowledge, this is the first study to examine the interaction between SBS and product-related attributes, along with the serial mediation of perceived popularity, quality and consumption risk.

A serial mediation model of entrepreneurial education and entrepreneurial intention: a social cognitive career theory approach

PurposeThis study aims to answer two questions: do self-efficacy and outcome expectations serial mediate the effect of entrepreneurial education (EE) on the intention to start a business? and how can the social cognitive career theory explain entrepreneurial intention (EI)?Design/methodology/approachThis study is based on the social cognitive career theory to examine the effect of EE on start-up intention via self-efficacy and outcome expectations by a serial mediation model. A sample of 1,232 students in Vietnam and the structural equal modelling method was used to test the hypotheses.FindingsThe results of this study reveal that entrepreneurial self-efficacy (ESE) significantly mediates the effect of EE on the intention to start a business. Similarly, entrepreneurial outcome expectations (EOEs) mediate the association between EE and EI. Especially, the results of serial mediation analysis show that ESE and EOEs serially mediate the EE–intention relationship.Originality/valueUnder a new perspective of social cognitive career theory, the current study is expected to contribute to clarifying the gap in the relationship between EE and EI. In addition, this study also contributes to investigating the antecedents of ESE and outcome expectations and providing empirical evidence supporting the relevance of social cognitive career theory in explaining EI.

The intention to use long-acting reversible contraception during the COVID-19 pandemic

To assess the factors contributing to the intention to use long-acting reversible contraception among women of reproductive age during the coronavirus disease-2019 pandemic. The cross-sectional study was conducted in Mlajah village, Bangkalan Madura, Indonesia, from May 25 to June 30, 2021, and comprised married women of reproductive age. Attitude, subjective norm, perceived behavioural control and intention to use long-acting reversible contraception were the elements explored using a questionnaire based on the Theory of Planned Behaviour. Data was analysed using Spearman's Rho. Of the 102 subjects, 46(45.1%) were aged 30-39 years, 51(50%) had college or university education, 43(42.2%) had 2 children and 59(57.8%) were using family planning methods. There was a significant relationship of intention to use long-acting reversible contraception with attitude (p=0.000; r=0.566), subjective norm (p=0.000; r=0.475), and perceived behavioural control (p=0.000; r= 0.691). The intention to use long-acting reversible contraception among married women of reproductive age was significantly associated with attitude, subjective norm and perceived behavioural control.

Information confusion as a driver of consumer switching intention on social commerce platforms: a multi-method quantitative approach

PurposeOn the basis of the approach-avoidance motivation theory, this study aims to examine the role of information confusion in influencing consumer switching intention among social commerce platforms, with the mediating effect of emotional exhaustion and the moderating role of social overload.Design/methodology/approachThis study applied a multi-method quantitative approach including a survey and two experiments. Data were obtained from consumers on popular social commerce platforms in China. The survey's sample size was 327 respondents, whereas a total of 1,621 consumers participated in the two experiments.FindingsFindings from the survey reveal that information confusion affects switching intention directly and indirectly via emotional exhaustion. Moreover, social overload moderates the emotional exhaustion–switching intention relationship and the indirect impact of information confusion on switching intention. Results of the two experiments further confirm the relationships found in the survey.Originality/valueThis study develops and validates a mediation and moderation model which expectedly serves as a framework to better explain consumer switching intention on social commerce platforms. The study also offers fresh insights into consumer switching intention in the unique context of social commerce in an emerging market (i.e. China), which has been largely ignored in the prior literature.

Instagram Influencers Credibility Dimensions and Purchase Intention of Followers: Empirical Evidence

The advent of SMIs has primarily altered the means business connect with their prospects and customers. Currently, many SNSs enables SMIs to endorse the products, share opinions, provide feedback, and communicate with their followers either publicly or privately. This research aims to determine the mediating effect of loyalty of followers towards the influencer and ascribed opinion leadership on SMIs dimensions (expertise, trustworthiness, and attractiveness) and purchase intention relationship from the perspective of Instagram users in India. To measure the objective, the study acquired responses from 250 Indian Instagram users in the age group of 18-24. Results indicated that the purchase intention of followers is positively influenced by expertise, trustworthiness, ascribed opinion leadership, and loyalty of followers towards the influencer dimensions. Here, ascribed opinion leadership and loyalty of followers towards the influencer acts as an effective arbitrator between SMIs dimensions (expertise, trustworthiness, and attractiveness) and purchase intention relationship. The study suggests that before engaging SMI to promote the brand, the companies should understand the perception of followers towards the influencer in terms of expertise, attractiveness, and trustworthiness dimensions.

Moderate Role of Halal Awareness in The Relationship of Purchase Intention, Personal Norms and Muslim Buying Behavior

Indonesia has great potential to become a significant player in halal products. However, the Indonesian halal industry still faces challenges, particularly in enticing Muslim consumers. So, the Indonesian halal sector must adapt to the buying behaviour of Muslim consumers, considering that the factors affecting it are still unknown. Moreover, there is still a lack of studies on the moderating role of halal awareness in Muslim consumer buying behaviour. Therefore, this study aims to determine the position of halal awareness in the relationship between purchase intentions and personal norms on the buying behaviour of Muslim consumers in Indonesia. This study uses a quantitative approach with a causal design. The research population is Muslim consumers in PASIGALA (Palu, Sigi, and Donggala). A closed questionnaire was used to collect data from 390 respondents. The analysis method used the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS program version 3.2.9. The results showed that purchase intention, personal norms, and halal awareness positively affected Muslim buying behaviour. In addition, this study also indicated that halal awareness has a role in moderating the relationship between purchase intention and Muslim buying behaviour in Indonesia and the negative relationship between personal norms and Muslim buying behaviour.

Your communication really affect me: mediating role of team building approach in the relationship of communication barrier and turnover intention and task performance

Your communication really affect me: mediating role of team building approach in the relationship of communication barrier and turnover intention and task performance

Country-of-Origin Effect on Domestic Product Evaluation and Purchase Intention Relationship in India

Country-of-Origin Effect on Domestic Product Evaluation and Purchase Intention Relationship in India

Perceived Behavioral Control Mediates the Relationship between Personal Characteristics and Psycho-Sociological Factors, and Entrepreneurial Inten-tions

The entrepreneurial intention with its antecedents is an active area of research. Perceived behavioral control as an antecedent of entrepreneurial intention and a mediator between the relationship of personal characteristics, psycho-sociological factors, and entrepreneurial intentions is proposed in this study. This study is grounded in the theory of reasoned action by Fishbein and Ajzen (1975), the theory of planned behavior by Ajzen (1985), and the Entrepreneurship Event Model by Shapero and Sokol (1982). The data for this study is collected from a sample survey of the students of higher educational institutions to empirically validate the theoretical research model. The analysis establishes that perceived behavioral control mediates the relationship between personal characteristics, psycho-sociological factors, and EIs. The study is useful for policymakers, economists, educationists, etc.

The Impact of Perceived Corporate Social Responsibility (PCSR) on Purchase Intention across Multi Generations (Generation X AND Y)

Although the effect of generation on perceived corporate social responsibility, purchase intention and brand trust is not well documented, and theoretical explanations have been inconsistent. Thereby, drawing on the theory of planned behaviour and generation cohort theory, the current study attempts to examine the direct relationship of perceived corporate social responsibility to purchase intention, mediating effect of brand trust, and the moderating effect of generation X and Y. Stratified random sampling was used to select the sample, and the final sample consisted of 392 individual consumers. The data was analyzed using partial least square - structural equation modelling (PLS-SEM). Perceived corporate social responsibility to brand trust and brand trust to purchase intention relationship was significant. Further, brand trust is the partial mediator and generation X and Y are significant moderators. Finally, the study makes a major theoretical contribution and suggests that managers, social and practitioners establish further research opportunities.

Pengaruh Sponsorship dan Brand Ambassador terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening: Shopee sebagai Sponsor Utama Liga 1 Indonesia dan Cristiano Ronaldo sebagai Brand Ambassador

This study aims to determine the effect of sponsorship and brand ambassador on purchase intention with brand image as an intervening variable at Shopee as the Main Sponsor of Liga 1 Indonesia and Cristiano Ronaldo as a Brand Ambassador. The method used in this research is quantitative research with explanatory research type. The research was conducted on residents of eastern Surabaya with the criteria that they have never purchased Shopee, know the Shopee League 1 football match, and know Cristano Ronaldo as Shopee's Brand Ambassador with a total of 90 research respondents. The sampling technique for nonprobability sampling was purposive sampling technique and used sample size guidelines according to Hair et al (2014). The data collection technique used a questionnaire using the Structural Equation Modeling (SEM) data analysis technique with the student version of the SmartPLS 3.2.7 analysis tool. The results of this study indicate that: 1. Sponsorship affects Purchase Intention 2. Brand Ambassador does not affect Purchase Intention 3. Sponsorship does not affect Brand Image 4. Brand Ambassador affects Brand Image 5. Brand Image affects Purchase Intention. 6. Brand Image as an integration variable does not indirectly affect the relationship of Sponsorship and Purchase Intention 7. Brand Image as an integration variable indirectly affects the relationship between Brand Ambassador and Purchase Intention.

A Reasoned Action Approach to Limiting Excessive Social Media Usage Among Adults

ABSTRACT The literature on social media suggests a link between use and negative mental health consequences. Numerous theoretical perspectives have attempted to explain the underlying mechanisms for this relationship but are lacking a clear explanation for why some individuals may be negatively impacted by their social media use. Despite a plethora of research on this relationship, minimal research has examined the act of limiting social media use as a promotional behavior. This study takes a fresh approach by investigating attitudinal components that predict intentions to limit social media use via the reasoned action approach. US adults (N = 298) participated in an online survey on excessive social media use. Attitudes, perceived norms, and perceived behavioral control were significant predictors of intentions to limit social media use. In addition, perceived behavioral control was hypothesized to moderate both the attitude to intention and norm to intention relationships in that these associations would be stronger for those with higher control beliefs. Results showed that strong control beliefs strengthened the attitudes to intentions relationship but weakened the norm to intention relationship. Future practical and research directions are discussed to promote limiting social media use and further investigate the negative mental health outcomes of excessive social media.

Does the face expression recognition model under the online entrepreneurial education model important for deep learning technologies and entrepreneurial emotions?

AI's rapid development has already affected the economy and society, and it might revolutionise how goods and services are manufactured and categorized. This affects the country's production, employment rate, and competitiveness. This research aims to determine how emotions (good and negative) impact deep learning technologies and company startup intentions. The research also examined how emotion recognition influences online entrepreneurship education and how deep learning and entrepreneurship are connected In conclusion, the research is one of the pioneering efforts that provides a comprehensive grasp of the deep learning and facial recognition in entrepreneurship. 78 of 650 replies were insufficient, according to the statistics. Some individuals constantly picked 3, while others submitted blank questionnaires. The answer is inadequate. 572 surveys were utilized for study. Positive emotions affect the urge to establish a company, according to the research People who are generally happy may be able to develop their entrepreneurial expertise and be more driven to behave entrepreneurially. Positive and negative emotions have significant impact on the deep learning technology and entrepreneurial intention connection. The findings imply that individuals who often experience pleasant emotions may be better able to improve their entrepreneurial cognition and, as a consequence, their drive to engage in entrepreneurial activity. Facial recognition model in entrepreneurship significantly moderates the relationship between deep learning technology and entrepreneurial intention relationship (=0.262, p 0.001); hence, hypotheses 6, 7, and 8 are validated. This provides support to the hypothesized results, claiming that facial recognition plays a significant role in determining the relationship between the deep learning technology and entrepreneurial intention relationship. The results would be significant for university students, academicians and policymakers as they seek to link practices and outcomes. The study is among the pioneers on the issues related to deep-learning mechanism in eastern China.
 

IMPACT OF THE GERMANE LOAD ON STUDENTS’ BEHAVIORAL INTENTION ON ONLINE COURSES DURING COVID-19: MEDIATING ROLE OF INSTRUCTIONAL DESIGN AND MODERATING ROLE OF E-LEARNING PERSONALIZATION

The study is carried out to examine the impact of the germane load on the Students’ Behavioral Intention of students studying in the public universities of China. Meanwhile, the study has also examined the mediating role of instructional design and moderating role of e-learning personalization. The study has used the SEM-PLS is to examine the relationship between and among the variable. The current study has investigated the relationship between germane load and instructional design, future behavioral intentions and instructional design, and future behavioral intentions with the germane load. The survey was conducted among the university students of China who participated in online learning programs during the COVID-19 pandemic. Moreover, the mediation influence of germane load on the relationship of future behavioral intentions and instructional design has been studied. It was found that all the relationships were positively correlated. The mediation influence of instructional design was found between the relationship of future behavioral intentions and instructional design. The study has examined the instructional design as a mediator. The analysis of an instructional design focusing on setting course plans results in improved germane load, which improves the process of learning, and future behavioral intentions among students are increased. It is important to note that usage intention and germane load are benefited through an effective instructional design. Therefore, the association between usage intention and germane load is important to be examined for analyzing a good understanding of the content among students and their plan for continuing e-learning in the future. In literature, studies have worked on instructional design, which results in improved learning and intention to continue e-learning and among students. However, there is a need to explore instructional design that focuses on general course planning to improve behavioral intention in the future based on the previous learning experience. The study is among the pioneers on the issues related to e-learning mechanisms in eastern Malaysia