有機商品消費者之態度、知覺行為控制、主觀規範對購買意圖影響之研究- 以TPB 模式進行探討

The purpose of this research is to determine the relationship between theory of planned behavior (TPB) and technology acceptance model (TAB) elements and consumer purchase intention. Consumer purchase intention mediates the relationship between TPB and TAM elements and online shopping behavior. Moderating role of trust and commitment determined between consumer purchase intention and online shopping behavior. PLS-SEM technique used in analyzing data that collected from students and lecturer of the higher education commission (HEC) recognized universities in Punjab, Pakistan. The current research attempts to examine the role of perceived usefulness, perceived ease of use, attitude, subjective norms, perceived behavioral control, trust, commitment, and consumer purchase intention in predicting actual behavior of consumers by integrating three pre-established frameworks of TAM and TPB theory. Findings reveal that perceived usefulness, perceived ease of use, attitude, subjective norms, and perceived behavioral control have a positive and significant influence on consumer purchase intention. Consumer purchase intention (CPI) mediates between all five independent constructs and online shopping behavior (OSB). Commitment and trust significantly moderate the relationship between consumer purchase intention and internet shopping behavior also has a direct influence on online shopping behavior.

The current study focuses on understanding the factors (subjective norms (SNs), personal attitude, and perceived behaviour control (PBC)) that influence consumer purchase intention regarding organic food from the theory of planned behaviour and health consciousness as an additional factor in Tanzania and Kenya. It further explains the role of knowledge as a moderating variable in organic food purchase intention. A total of 331 responses from Tanzania and 350 responses from Kenya were obtained. Confirmatory factor analysis was applied for validation, and results were analysed using structural equation modeling. SNs, personal attitudes, and health consciousness were found to be significant predictors of organic purchase intention in both countries. Furthermore, findings show that knowledge positively moderates the relationship among SNs, personal attitude, health consciousness, and organic food purchase intention. However, PBC was found to be a weak influencer on consumer purchase intention in Kenya, and no knowledge interaction between PBC and consumer purchase intention in Tanzania was found. The current study theoretically contributes to the literature by introducing the moderating role of knowledge in the relationship. The results show that knowledge interaction increases the effects of the majority of predictors after being introduced in the relationship. Finally, this study provides an understanding of consumers’ perspective regarding their intention to purchase organic foods, which will help stakeholders, such as marketers, retailers, and producers, to achieve marketing strategies for the development of these products.

This study aims to propose an extended model of the theory of planned behavior (TPB) which helps us to investigate young Chinese consumers from college and university, and who are aged 18 to 30 years, on purchase intention for organic food. Using a sample of 515, analyses were done using structural equation modeling. The findings indicated that attitude (A), subjective norms (SNs), and perceived behavioral control (PBC) have positive effects on the purchase intention of young consumers for organic food. Moreover, attitude has a positive effect on environmental concerns (EC). Furthermore, EC has a positive effect on young consumers’ purchase intentions for organic food. Findings indicated that EC positively mediates the association between attitude and young consumers’ purchase intentions for organic food. More importantly, the relationship between all latent variables (A, SNs, PBC) and purchase intention by young consumers is positively moderated by environmental awareness.

Numbers of researches have been conducted to investigate the interrelationship among corporate sustainability, corporate social responsibility and consumer purchase intentions. However conflicting results were found regarding effects of corporate social responsibility on consumer behavior. This research has investigated the effects of product/service quality and consumer satisfaction along with corporate social responsibility actions on consumer purchase intentions and further on consumer loyalty. This was an exploratory research based on primary and secondary data with some experimentation to manipulate respondents’ attitude towards organization and its corporate social responsibility actions. The primary data has been collected from university students, whereas secondary data was collected from newspapers and website of corporation. The data has been analyzed using structural equation modeling through AMOS 7.0 version. The study found no relationship between awareness of corporate social responsibility activities and consumer purchase intention. However significant relationship was observed between service quality and customer satisfaction. Moreover the study noted no relationship between consumer satisfaction and purchase intentions and purchase intention and consumer retention for cellular industry of Pakistan. The findings of this study are important for corporations and future researchers on corporate social responsibility and consumer behavior. Key words: Corporate social responsibility, corporate sustainability, consumer behavior, consumer satisfaction, consumer retention.

Circular economy products are one of the solutions that can help solve the current environmental crisis and consequently achieve environmental sustainability. The theory of planned behavior (TPB) is the most important social psychological theory to explain individual purchasing behavior. However, the theory lacks a consideration of emotions, green altruism, and other factors. In order to address the research gap, this study proposes and tests a new theoretical model that incorporates variables such as emotions, green altruism, and the willingness to be environmentally friendly (WEF) into its extended model based on the TPB framework, in order to investigate the determinants that have an effect on Taiwanese consumers' purchase intention toward circular economy products. This study also uses multi‐group analysis (MGA) to analyze the moderating effects of WEF on its new theoretical model. It collected data from 387 Taiwanese consumers and analyzed the data using partial least squares (PLS). The research results showed (1) emotions, attitudes, green altruism, and perceived behavior control have a positive effect on consumer purchase intention toward circular economy products; (2) emotions have a positive effect on attitudes, green altruism, subjective norms, and perceived behavior control; and (3) groups with different levels of WEF have significant differences on consumer purchase intention toward circular economy products, in terms of emotions, attitudes, and green altruism. The results of this study can provide a reference for manufacturers and public policy makers to understand how consumers' emotions and green altruism can affect the decision‐making process to making purchase of circular economy products.

Electrification of transport industry in China presents several new prospects to fulfil requirements, which are necessary to encounter increasing issues of energy security, air quality, and to lower the dependence on fossil fuels. The Chinese government is paying significant attention in increasing EV market penetration and consumer adoption through numerous demonstration programs/plans with attractive transportation policies. In this study, key factors included in adoption barriers and EV policies are comprehensively reviewed, which can enhance consumer intention to adopt EVs. This research study extensively demonstrates the significant and positive impact of two distinguished types of EV policies including financial policies and preferential policies on consumer's intention to adopt EVs by implementing an extended and improved version of Theory of Planned behavior (TPB). A case study in Shanghai is performed through survey of 314 respondents, which is further evaluated by structural equation modelling (SEM) to assess the aspects of EV policies on consumer adoption. In particular, construct items of TPB including attitude, subjective norm (SN), and perceived behavioral control (PBC) are investigated in detail to present their joint impact on purchasing intention of consumers. The confirmatory factor analysis (CFA) and structural equation modelling are performed in AMOS for assessment of survey findings. The research findings from survey analysis reveal that financial and preferential EV policies have a considerable impact towards shaping the attitude of consumers and significantly related to adoption intention of EVs. However, for Shanghainese, preferential policies are more positively associated with consumer purchase intention in comparison with financial policies. Consequently, preferential policies are playing a crucial role in controlling the adoption intention of EVs in China. The principal policy suggestions for various aspects provide multifaceted perceptions for stakeholders to envision electrified transportation.

This research aims to determine the influence of ATTD, SN, PBC, and SE on INT. This research also aims to determine the effect of INT on BHV. This study model-based on the Theory of Planned Behavior (TPB) with the addition of SE as an independent variable indicated influencing INT and BHV. The population of this study is people who will make purchases using e-commerce, who live in 10 districts/cities in West Nusa Tenggara Province. This research recruits one hundred respondents using the purposive sampling technique. Due to the limited number of samples, this study considered analysis using SEM Analysis with the help of the Smart-PLS Program. The results showed a positive and significant influence of ATTD, PBC, and SE on INT. It also showed a positive and significant influence of INT towards BHVin the Province of West Nusa Tenggara. However, the SN variable does not have a significant effect on the INT. This study contributes to the TPB in the context of purchasing behavior using e-commerce and the managerial issues of online marketing.

BackgroundMindfulness has emerged as a promising approach toward improving mental health. Interest in mindfulness mobile app services has also increased in recent years. Understanding the determinants of mindfulness behavior is essential to predict people’s utilization of mindfulness mobile apps and beneficial for developing and implementing relevant intervention strategies. Nevertheless, little has been done to determine the predictors of mindfulness behavior.ObjectiveThis study investigates the association between the Big Five personality traits and the Theory of Planned Behavior (TPB) variables in the context of using mindfulness mobile apps to explore the potential indirect effects of conscientiousness and neuroticism on people’s behavioral intention for mindfulness, mediated by their attitude toward mindfulness, subjective norm about mindfulness, and perceived behavior control over mindfulness.MethodsThe authors conducted an online, cross-sectional survey in December 2021. Structural equation modeling was conducted to evaluate the overall model fit and test possible linkages among conscientiousness, neuroticism, attitude toward mindfulness, subjective norm about mindfulness, perceived behavior control over mindfulness, and behavioral intention for mindfulness. Bootstrapping mediation analyses were also conducted to test the potential mediating effect in the model.ResultsA total of 297 Korean participants’ responses (153 males and 144 females) were analyzed. The proposed model had a good fit. Conscientiousness was correlated with attitude toward mindfulness (β=.384, P<.001), subjective norm about mindfulness (β=.249, P<.001), and perceived behavior control over mindfulness (β=.443, P<.001). Neuroticism was not correlated with attitude toward mindfulness (β=−.072, P=.28), but was correlated with subjective norm about mindfulness (β=.217, P=.003) and perceived behavior control over mindfulness (β=−.235, P<.001). Attitude toward mindfulness (β=.508, P<.001), subjective norm about mindfulness (β=.132, P=.01), and perceived behavior control over mindfulness (β=.540, P<.001) were separately correlated with behavioral intention for mindfulness. Conscientiousness was not directly correlated with behavioral intention for mindfulness (β=−.082, P=.27), whereas neuroticism was directly correlated with behavioral intention for mindfulness (β=.194, P=.001). Conscientiousness was indirectly linked with behavioral intention for mindfulness through attitude toward mindfulness (B=0.171, 95% CI 0.103-0.251) and perceived behavior control over mindfulness (B=0.198, 95% CI 0.132-0.273) but not through subjective norm about mindfulness (B=0.023, 95% CI −0.002 to 0.060). Neuroticism was indirectly linked with behavioral intention for mindfulness via perceived behavior control over mindfulness (B=−0.138, 95% CI −0.197 to −0.088) but not via subjective norm about mindfulness (B=0.021, 95% CI −0.002 to 0.059).ConclusionsThe results show that the integration of the Big Five personality traits and TPB constructs is useful in predicting the use of mindfulness mobile apps. Focusing on conscientiousness and neuroticism in developing information dissemination and implementation strategies for enhancing mindfulness behavior using mobile apps may lead to the successful promotion of mindfulness mobile apps and adherence to mindfulness techniques.

The present study explores the impact of spirituality and environmental concerns on the purchase intention of Indian consumers through an extended version of the Theory of Planned Behaviour (TPB). Based on the data collected from 448 people, Partial Least Square Structural Equation Modeling (PLS-SEM) is used to develop and test the proposed model. The present study confirms the positive impact of attitude, subjective norms, and perceived behaviour control on the purchase intention of millet products. The study also confirms the importance of spirituality and environmental concerns on the intention to purchase millet products. Since millet is a nutrient-dense and climate-resilient crop, the findings advocate for the government and business organizations to promote millet products on these dimensions. With the increased awareness of the importance of environmental sustainability and spirituality, the present study provides a new dimension of research and managerial action.

In order to explore the influence mechanism of consumers’ purchase intention of new energy vehicles, based on planned behavior theory, technology acceptance model and innovation diffusion theory, a research framework including consumers’ innovation, perceived product innovation, social impact and individual cognitive response is constructed from the perspective of consumers, and data are collected through questionnaires, The empirical research is carried out by using Mplus and SPSS software. The results show that consumer innovation has a direct positive impact on consumer purchase intention, and perceived product innovation plays an intermediary role between consumer innovation and purchase intention; Consumer innovation is positively regulated by social influence in the process of influencing perceived product innovation; And individual cognitive response plays a positive regulatory role between perceived product innovation and purchase intention. Finally, it provides suggestions for new energy vehicle enterprises to promote consumers’ purchase intention.

Purpose This study uses the approach-avoidance motivation theory (AAMT) to investigate how various influence tactics used by broadcasters affect consumers’ promotion focus and purchase intention in the context of live-streaming social commerce. This study also examines the moderating role of broadcasters’ physical appearance in the relationship between consumer promotion focus and purchase intention. Design/methodology/approach Data were collected from 810 consumers on the Taobao live-streaming platform in China. Multivariate techniques and structural equation modeling were used to analyze data and test the research hypotheses. Findings Results indicate that both rational and emotional influence tactics positively influence consumers’ promotion focus and purchase intention. However, the influences of coercive tactics are mixed: while promise tactics positively influence consumers’ promotion focus and purchase intention, threat tactics have a negative affect. Furthermore, broadcasters’ physical appearance positively moderates the relationship between consumers’ promotion focus and purchase intention. Originality/value This study extends the AAMT by proposing and empirically testing a novel model that explains the effects of broadcasters’ influence tactics and physical appearance on consumer behavior within live-streaming social commerce. The findings provide new insights into how broadcasters’ strategies and attributes drive consumers’ positive motivation and behaviors. These insights are valuable for academic researchers and business managers in making informed decisions about recruiting and using broadcasters to achieve favorable consumer outcomes in live-streaming social commerce.

Increased meat consumption is said to have detrimental effects on health, environmental, and non-ethical. One alternative to meat consumption is meat analogues. To our knowledge, Malaysian consumers' perceptions, expectations and their purchase intention of meat analogues is less explored. In our study, significant determinants of consumers’ purchase intentions of meat analogues were studied on 387 consumers by using the extended Ajzen's theory of planned behaviour (TPB). The TPB model accounted for 49% of the variance in purchase intention and 6% of the variance in purchase behaviour. It was revealed that attitude, subjective norms, environmental concerns, healthiness influence, and objective knowledge were all statistically significant predictors of consumers' intention to purchase meat analogues. Purchase intention had a significant but negative correlation on purchase behaviour . We found no evidence that perceived behavioural control, food neophobia, and perceived monetary barriers influenced purchase intention. Knowledge on meat analogues was not significantly correlated with attitude towards meat analogues. Our study also confirmed that meat substitutes should taste, feel, and prepare similarly to meats. In a nutshell, the research findings indicated that meat analogue producers should emphasize on improving the sensorial qualities of their existing meat substitute products and increasing consumers’ awareness about the novel food product.

The study planned to examine the impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai. The consumers frequently purchasing fast-moving consumer goods in supermarket, and departmental stores are identified for survey. The study is started with 1029 sample consumers. Purposive sampling technique is administered for sample selection. The study considered the aspects like product eminence, brand fame, target audience, nature of cause, celebrity endorsement and purchase intention of consumers. Structural equation modelling and one-way Anova are applied to test the hypotheses proposed. Result revealed that product eminence, brand fame and target audience have positive and significant effect on nature of cause. The nature of cause has positive and significant impact on purchase intention. Celebrity endorsement has significant partial mediation towards nature of cause and purchase intention of consumers.

Objectives: This study explores the influence of live shopping behavior on consumer purchase intentions within the TikTok Shop, emphasizing its relevance to achieving Sustainable Development Goals (SDGs). Understanding the dynamics of live shopping behavior on platforms like TikTok is vital for businesses aiming to leverage this innovative marketing strategy. Theoretical framework: The research is grounded with a behavioral predictor in understanding shopping decisions using the Stimulus-Organism-Response (S-O-R) theory psychological model. SOR here, the stimulus uses store and brand image; the organism sees from quality and trust, and the response is based on purchase intention. Methods: Sample data was obtained from 419 respondents from an online survey using the snowball technique. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses Results and discussion: Brand image affects perceived quality, and brand image affects trust. Store image affects perceived quality, and store image affects trust. Perceived quality and trust affect purchase intention. Research Implications: The findings can be used as an evaluation for a marketing platform tool for the purchasing decision-making process. The development of the live shopping research model framework with Stimulus-Organism-Response (S-O-R) theory effectively for evaluating consumer and online shopping behavior. Meanwhile, this research also provides managerial strategies related to insights to managers of online shopping services, especially for e-commerce to be able to develop business networks by paying attention to factors that influence consumer behavior in online shopping, which will impact consumer buying interest Originality/Value: This research gives insight to behavior literature which focus on the Stimuli-Organism-Response (SOR) theory as a review tool for the purchase decision-making process and consumer behavior. In addition, evaluating consumers' online shopping behavior (TikTok Shop) developed a robust online consumer behavior concept on the influence of variables used to measure live shopping behavior in making decisions on consumer purchase intention.

PurposeThis study aims to empirically investigate the pathway to financial management behavioural intentions (FMBI) from Islamic perspectives, through dimensions of Islamic financial literacy (IFL; Islamic financial knowledge [IFK], financial skills [FS] and self-efficacy [SE]) based on an extension to the theory of planned behaviour (TPB) model.Design/methodology/approachData was collected via a self-administered questionnaire by 300 millennials (Muslims) working in Malaysia. Structural equation modelling was used for data analysis purposes by using SmartPLS.FindingsThe results present the positive and significant influence of IFK on financial attitude (FA), FS on the elements of FA, subjective norm (SN), perceived behavioural control (PBC) and perceived moral obligation (PMO), SE on FA, FS on the elements of FA, SN and PBC. Furthermore, PBC and PMO were strong predictors of FMBI from an Islamic standpoint.Originality/valueThe findings successfully contribute to the theoretical extension of the TPB model via dimensions of IFL (IFK, FS and SE) as predictors of FA, SNs, PBC and PMO. Besides, this study provides some new insights of millennial Muslims concerning IFL and financial management from Islamic beliefs.