Will Tourists Accept Hotel Service Robots?

Medical students learning to use artificial intelligence for medical practices is likely to enhance medical services. However, studies in this area have been lacking. The present study investigated medical students’ perceptions of and behavioral intentions toward learning artificial intelligence (AI) in clinical practice based on the theory of planned behavior (TPB). A sum of 274 Year-5 undergraduates and master’s and doctoral postgraduates participated in the online survey. Six constructs were measured, including (1) personal relevance (PR) of medical AI, (2) subjective norm (SN) related to learning medical AI, (3) perceived self-efficacy (PSE) of learning medical AI, (4) basic knowledge (BKn) of medical AI, (5) behavioral intention (BI) toward learning medical AI and (6) actual learning (AL) of medical AI. Confirmatory factor analysis and structural equation modelling were employed to analyze the data. The results showed that the proposed model had a good model fit and the theoretical hypotheses in relation to the TPB were mostly confirmed. Specifically, (a) BI had a significantly strong and positive impact on AL; (b) BI was significantly predicted by PR, SN and PSE, whilst BKn did not have a direct effect on BI; (c) PR was significantly and positively predicted by SN and PSE, but BKn failed to predict PR; (d) both SN and BKn had significant and positive impact on PSE, and BKn had a significantly positive effect on SN. Discussion was conducted regarding the proposed model, and new insights were provided for researchers and practitioners in medical education.

Cesarean delivery on maternal request is one of the important public health issues in China. Our study aimed to apply the theory of planned behaviour to comprehensively determine the factors regarding pregnant women's preference for cesarean section and to provide references for establishing measures to reduce cesarean delivery on maternal request. This cross-sectional analysis was conducted in four women's and children's hospitals in China from May to June 2018. Eligible women arriving for routine antenatal visits at these hospitals were recruited to answer a structured questionnaire. A total of 1853 pregnant women consented to participate in the investigation, with a response rate of 88.75%. Finally, 1677 pregnant women (984 nulliparae and 693 multiparae) were involved in the analysis. Descriptive statistics and logistic regression analyses were used. Of the study participants, 20.39% preferred cesarean section. For both nulliparae and multiparae, those who had lower scores of attitudes towards vaginal delivery, lower scores of childbirth self-efficacy and higher scores of subjective norms were more likely to prefer cesarean section. Pregnant women's birth preferences were significantly associated with their attitudes towards the delivery mode, childbirth self-efficacy and subjective norms, which is consistent with the theory of planned behaviour. Interventions to reduce cesarean delivery on maternal request can be developed based on the theory of planned behaviour.

Purpose This study aims to expand the theory of planned behavior (TPB) by incorporating place attachment as a mediating variable and word-of-mouth (WOM) as a moderating variable and utilizing a mediation–moderation analytical framework to explore tourists’ behavioral intention in marine leisure contexts. Design/methodology/approach This study used anonymous questionnaires and face-to-face data collection as the main survey methods and investigated water sports and marine leisure activities to explore visitors’ views when they participated in marine recreational activities. First, we used JASP to analyze the confirmatory factor analyses with all measures to determine whether the hypothesized construct model fit the data well. Second, structural equation modeling was utilized to explore the interactions of the latent variables in relation to the mediating effects. Findings This research identifies and confirms the important mediating role of place attachment and destination image in the TPB model. Additionally, considering the prevalence of internet technology, this study introduces word-of-mouth (WOM) as a moderating effect, confirming its important reinforcing function in place attachment, destination image and behavioral intention. Practical implications Practically, tourism managers should design experiential interventions – such as storytelling tours, marine heritage events or ecologically themed festivals – that cultivate emotional connection (place attachment) while reinforcing positive destination imagery. This alignment of emotional branding with tourists’ behavioral triggers informed by the TPB offers a strategic roadmap for increasing loyalty, revisit intention and social sharing behaviors, especially through WOM amplification. Originality/value The findings confirm and extend the TPB framework by demonstrating that emotional constructs, specifically place attachment, mediate the influence of TPB variables (attitudes, subjective norms and perceived behavioral control) on behavioral intention. The findings suggest that rational decision-making models can be enhanced by incorporating affective bonds to better predict behavior, aligning with recent theoretical advancements that emphasize integrated emotion–cognition models.

Despite the growing importance of cutting-edge technologies, little is still known about the effects of psychological and technical factors on these technologies as associated with consumers’ behavioral intentions. Drawing on diffusion of innovation theory (DOI) and theory of planned behavior (TPB), this study investigates the effect of perceived behavioral control, complexity, and compatibility on attitude towards using a smartwatch and behavioral intention. The present study also examines the mediation effect of consumer attitude between the psychological and technical factors of smartwatches and behavioral intention. We have gathered data from 291 actual smartwatch users. Partial-Least-Squares Structural Equation Modelling and Importance-Performance Analysis (IMPA) were used to analyze the data. The results reveal that both psychological and technical attributes play a key role in affecting consumers’ behavioral intention, in which attitude mediates this relationship. Moreover, among the predictor variables, compatibility is most significant in terms of explaining behavioral intention to use smartwatches, whereas curiosity and complexity have the highest performance index.

This study aims to examine academic honesty among undergraduate female students in Indonesia, amidst the widespread access to AI-based tools (e.g., ChatGPT, Gemini). Based on the Theory of Planned Behavior (TPB), this study examines the influence of Attitude Toward Behavior (ATB), Subjective Norm (SN), and Perceived Behavioral Control (PBC) on Behavioral Intention (BI) and subsequently impacting Actual Behavior (AB). This study employed a quantitative explanatory cross-sectional design. Data were collected through online questionnaires from 350 female students at various universities in Indonesia. The analysis phase was conducted using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) in AMOS to assess measurement validity and the strength of causal pathways. The results showed that the three TPB constructs, namely ATB (? = 0.31, p < 0.001), SN (? = 0.27, p < 0.01), and especially PBC (? = 0.39, p < 0.001), significantly predicted BI, and BI, in turn, significantly predicted AB (? = 0.48, p < 0.001). Furthermore, PBC had a direct effect on AB (? = 0.22, p < 0.05). Both the measurement and structural models met the recommended fit criteria (CFI ? 0.95; RMSEA ? 0.05). The findings of this study confirm the application of the TPB to understand female students' academic honesty in the AI era and emphasize the central role of PBC and the influence of Indonesian collectivist cultural norms. Practical implications include the need to strengthen academic skills and AI ethics literacy, integrate local wisdom into integrity-enhancing programs, and implement institutional policies that encourage the responsible use of AI. Future research should consider comparative gender studies and longitudinal designs to explore behavioral dynamics as technology evolves.

Ecological Concerns about Genetically Modified (GM) Food Consumption using the Theory of Planned Behavior (TPB)

PurposeThis study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).Design/methodology/approachData were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.FindingsThe results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.Practical implicationsThis study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.Originality/valueFor the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.

Drawing on the theory of planned behavior (TPB), the present study examined the relative importance of informal social control and social cohesion/trust in the behavioral intention to post online race-related hate speech. A conceptual framework of a mediation model was validated on data from 809 survey respondents, and age, gender, Internet usage, and the number of posts representing racist hate speech on online platforms in a 1-year period were controlled for as demographic data. Twenty-six measurement items were designed to measure the four TPB constructs of attitude, subjective norm, perceived behavioral control (PBC), and behavioral intention, as well as the two action-oriented variables of social cohesion/trust and informal social control. Partial least-squares structural equation modeling analysis was conducted to test a series of research hypotheses, and the findings were as follows: (a) informal social control partially mediated the relationships between behavioral intention to post online race-related hate speech and both attitude and subjective norm; (b) informal social control fully mediated the influence of PBC on behavioral intention; and (c) social cohesion/trust did not significantly mediate any of the relationships between behavioral intention and attitude, subjective norm, or PBC. The results indicate that the willingness to intervene in informal social control plays an important role in preventing unwelcome online activity.

The prevalence of oral hygiene behaviors (OHB) is very low among school children in Ethiopia. However, the determinants of student's readiness/intention to perform those behaviors have been remained unstudied. This study aimed to identify the determinants of oral hygiene behavioral intention (OHBI) among preparatory school students based on the theory of planned behavior (TPB). An institution-based cross-sectional study was conducted among 393 students. A 98-item self-administered questionnaire was used to evaluate oral hygiene knowledge (OHK), oral hygiene behavior (OHB), and OHBI based on TPB variables [attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC)]. Descriptive statistics and structural equation modeling analysis (SEM) were employed to confirm relationships and associations among study variables. A p-value of less than 0.05 and a 95% confidence interval were used to declare statistical significance. A total of 393 students were participated with a response rate of 97.5%. The mean age of the participants (54% females) was 18 (± 1.3) with an age range of 16 to 24. The TPB model was well fitted to the data and explained 66% of the variance in intention. ATT (β = 0.38; 95% CI, (0.21, 0.64)), SN (β = 0.33; 95% CI, (0.05, 0.83)) and PBC (β = 0.29; 95% CI, (0.13, 0.64)) were significant predictors of OHBI, where ATT was the strongest predictor of OHBI. The TPB model explained a large variance in the intention of students to improve their OHB. All TPB variables were significantly and positively linked to stronger intent, as the theory suggests. Furthermore, these results suggest that the model could provide a framework for oral hygiene promotion interventions in the study area. Indeed, these interventions should focus on changing the attitudes of students towards OHB, creation of positive social pressure, and enabling students to control over OHB barriers.

This study seeks to establish the influence of the Big Five personality traits, which include Openness, Neuroticism, Conscientiousness, Agreeableness, and Extraversion, on growers’ willingness to embrace crop insurance schemes. Furthermore, it explores the role of Attitude, Subjective Norms, and Perceived Behavioral Control, as proposed in the Theory of Planned Behavior (TPB), on this relationship. Using a structured questionnaire, data were collected from 412 growers of arecanut and pepper. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via Smart-PLS 3.3. The analysis revealed that Perceived Behavioral Control (β = 0.462**), Subjective Norms (β = 0.260**), and Attitude (β = 0.115**) positively influenced growers’ behavioral intentions. Interestingly, the Big Five personality traits themselves did not have a direct effect on these intentions. Further mediation analysis demonstrated that Attitude and Subjective Norms fully mediated the effects of Extraversion (α = 0.026**, β = 0.069), Neuroticism (α = 0.019**, β = –0.016), and Openness (α = 0.024**, β = 0.069) on Behavioral Intention. However, these variables did not mediate the relationship between Agreeableness (α = 0.011, β = 0.058), Conscientiousness (α = –0.017, β = –0.080), and Behavioral Intention. Additionally, perceived behavioral control mediated the link between personality traits and intention, though this was not the case for Conscientiousness. This study contributes to the application of the TPB by incorporating the Big Five personality traits and exploring their interaction with the TPB dimensions.

PurposeThis research leverages an integrated framework that uses the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to analyse the main drivers of users' intention to use food delivery apps. The purpose of this paper is to investigate the consumer's willingness to adopt online food delivery (OFD) using the models' constructs and extend them to consider food choices, convenience, trust and the effect of the perceived risks related to the coronavirus disease 2019 (COVID-19) pandemic as contextual factors.Design/methodology/approachThe study adopts the partial least squares approach to structural equation modelling (PLS-SEM) to examine the data. The final sample consists of 425 people in Italy.FindingsThe authors have found that combining the TAM and the TPB provides a valid and significant model that can be used to understand OFD users' behavioural intentions. Moreover, the results show that subjective norms have a stronger effect on behavioural intentions than the personal attitude and that trustworthiness and the perception of risks related to COVID-19 have different effects. Accordingly, the authors derive several theoretical and managerial implications from these results.Originality/valueThis research contributes to the current debate on consumer behaviour in the OFD context. Only a few studies have integrated the TAM and TPB models in this context. This paper sheds light on the factors useful in predicting people's choice to buy food via OFD. Furthermore, it highlights the key role of some contextual factors and subjective norms over more technical ones.

Digital payment systems are pivotal in the digital economy, relying on the interplay between internet technology and e-vendors. While the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) have been extensively used to explain technology adoption, the role of trust in financial technology adoption remains underexplored. This study addresses this gap by developing an extended Trust-TAM-TPB model, providing a comprehensive framework to analyze digital payment adoption in emerging markets. A quantitative approach was adopted, analyzing survey data from 509 respondents using Structural Equation Modeling (SEM). The extended model examines both technological factors (perceived usefulness, perceived ease of use) and trust-related factors (trust's influence on behavioral intention via subjective norms, attitude, and perceived behavioral control). Findings confirm that trust is a significant determinant of digital payment adoption, influencing both perceived usefulness and subjective norms. However, a negative relationship was found between perceived usefulness (PU) and attitude (ATT), suggesting that while users recognize the benefits of digital payments, their attitudes may still be shaped by traditional cash-based habits and security concerns. These insights challenge traditional TAM assumptions and emphasize the importance of trust in driving adoption. This study contributes to technology acceptance literature by integrating trust into the TAM-TPB framework and highlighting its dual role in shaping both perceived usefulness and behavioral intention. Practically, the findings suggest that policymakers and financial institutions should prioritize trust-building strategies, including fraud prevention measures, financial literacy programs, and transparent transaction policies, to accelerate digital payment adoption in developing economies. These insights are particularly relevant for Vietnam's Northern mountainous regions, where digital payment penetration remains low.

Base on the theory of planned behavior (TPB) (Ajzen, 1985; 1991), this study integrates a dimension of exercise habit with TPB to develop a research framework for understanding human behavior in sports participation. A total of 287 questionnaires were distributed to those respondents who are competitors in the 2013 AMD Tour of East Taiwan. Structural equation model (SEM) was used to estimate the fit of the overall model and to analyze the relationship between variables. According to the results, behavioral intention was affected by behavioral attitude, and behavior was affected by behavioral intention. Attitude was affected by subject norm behavioral, but subject norm would not affect behavioral intention. Exercise habit both significantly affected behavioral intention and behavior performance. Based on the findings of this study, conclusion and suggestions were proposed.

PurposeThis study aims to test the utility of the theory of planned behavior (TPB) for explaining intention to eat a healthful diet in a sample of Southeastern US office workers.Design/methodology/approachParticipants in a worksite nutrition study (n = 357) were invited to complete an online questionnaire including measures of TPB constructs at baseline. The questionnaire included valid and reliable measures of TPB constructs: behavioral beliefs, normative beliefs, control beliefs, attitudes toward behavior, subjective norm, perceived behavioral control and intention. Data were collected from 217 participants (60.8 per cent response rate). Confirmatory factor analysis and structural equation modeling were conducted to test the hypothesized TPB model.FindingsThe model fit was satisfactory (χ2 = p < 0.0001, RMSEA = 0.06, CFI = 0.91, TLI = 0.90, SRMR = 0.09). All structural relationships between TPB constructs were statistically significant in the hypothesized direction (p < 0.05). Attitude toward behavior, subjective norm and perceived behavioral control were positively associated with intention (R2 = 0.56). Of all TPB constructs, the influence of perceived behavioral control on intention was the strongest (β = 0.62, p < 0.001).Originality/valueBased on this sample of Southeastern US office workers, TPB-based interventions may improve intention to eat a healthful diet. Interventions that strengthen perceived control over internal and external factors that inhibit healthful eating may be particularly effective in positively affecting intention to eat a healthful diet, and subsequent food intake.

Although the rapid progress of the global economy and technology has advanced human civilization, it has also caused tremendous damage to the global ecological environment. Therefore, humans are thinking seriously about the environment and its sustainable development. One of the solutions to environmental problems is new energy vehicles. Since the promulgation of the “Energy Saving and New Energy Vehicle Industry Development Plan (2012–2020)” by the General Office of the State Council, the Chinese government has determined a strategy of pure electric driving technology. The electric vehicle market in China has expanded rapidly, making China the largest electric vehicle market in the world. Hence, research on the situation of electric vehicles in China is highly necessary and of reference value for other countries to develop electric vehicles. As a result, it is a critical issue to develop low-carbon, energy-saving, and intelligent electric vehicles to reduce the environmental impact. This paper establishes a theoretical framework based on the theory of planned behavior (TPB), technology acceptance model (TAM) and innovation diffusion theory (IDT), and explores the key factors influencing consumers’ purchase of electric vehicles. The results show that: The application of the key factor model constructed in this study to consumers’ behavioral intention regarding electric vehicle purchase is acceptable. According to the structural equation modeling (SEM) analysis results, (1) In terms of behavioral intention: Consumers’ control over the resources required to purchase electric vehicles has the highest influence on their behavioral intention, while consultation opinions from consumers’ surroundings also significantly affect their behavioral intention to purchase electric vehicles. In addition, consumers’ environmental awareness and acceptance of technology products will also influence their behavioral intention. (2) In terms of attitude toward behavior: When consumers believe that electric vehicles are more beneficial at the individual, environment or national level, or they believe that the usage of electric vehicles is simpler and more convenient, they will show a more positive attitude towards the purchase of electric vehicles. Consumers consider electric vehicles as forward-looking technology products with similar driving operation and usage cost compared to traditional vehicles. (3) In terms of regulations: The opinions of consumers’ family members, friends, colleagues or supervisors do not significantly affect the attitude or behavior of consumers regarding electric vehicle purchase. The key factors influencing consumers’ purchase of electric vehicles are not only applicable to the design and development of electric vehicles that better suit consumer demands, but also serve as a theoretical basis for the popularization of electric vehicles, and provide a reference for consumers’ choice and purchase. Therefore, the government and relevant manufacturers need to consider increasing the publicity of electric vehicles and launch more attractive battery and charging schemes to attract consumers and promote the sustainable development of the automobile industry.