计划行为理论及其在家族企业传承研究中的应用

诸多学科领域的应用研究都表明计划行为理论对人类的各种行为具有较强的解释力和预测力。对计划行为理论的演进过程、理论框架及其内涵作了详细阐述,并简要评介了其在西方家族企业传承研究中的两项具体应用,以期对国内家族企业传承研究提供一条新的思路。     

Becoming a tree when I will be dead? Why not! Generation X,Y and Z,and innovative green death practices

Within the theoretical field of ethical consumption, the study focuses on consumer behavior and innovative green death practices. While scarcely investigated in the marketing and consumer behavior research domains, at least four main reasons spur to consider the funeral industry as an interesting subject of enquiry: i) the sector boasts of a significant economic relevance; ii) it is extremely impactful from an environmental and social point of view; iii) it is witnessing interesting innovative processes in the direction of social and environmental sustainability; iv) consumer movements are rising all over the world asking for more sustainable death practices. Thus, adopting an augmented version of the theory of planned behavior (TPB), which includes individuals’ environmentally responsible consumption, and egoistic and altruistic environmental concern, the study investigates behavioral intention to adopt innovative green death practices (a green funeral) of people belonging to three different generations: X, Y, and Z. A purposive sample of 627 Italian people participated in an online the survey. Collected data were analyzed adopting an ordinal logit model. The results confirm the TPB predictive power also in the field of green funeral behavioral intention. Furthermore, environmentally responsible consumption and environmental concern – even though only in its altruistic component – positively influence behavioral intention, and generation exerts a moderating effect among the examined constructs. Overall, the research attempts to enrich the literature on ethical consumption by exploring the underinvestigated phenomenon of buying behavior of unsought and end-of-life products, that of green funerals, and provide managerial recommendations to funeral service sellers.     

Chinese dietary culture influences consumers' intention to use imported soy‐based dietary supplements: an application of the theory of planned behaviour

The over‐saturated dietary supplement (DS) market in developed countries such as the US spurs the need for foreign market expansion, and the Chinese market provides a great potential for the foreign soy‐based DS industry. This study examined Chinese consumers' intention to use imported (US‐made US‐brand) soy‐based DS based on the Theory of Planned Behavior (TPB). Two alternative models were also examined in which Chinese dietary culture variables, including soyfoods favourability and dining‐out sociability, as well as their interactions with attitudes, were integrated into the TPB model. A cross‐sectional, self‐administered survey was conducted with a sample of 215 subjects (137 females; 78 males) in Shanghai, China. The TPB variables attitude, subjective norm, perceived behaviour control and behavioural intention, as well as the Chinese dietary culture variables: soyfoods favourability and dine‐out sociability were measured. Multiple linear regressions were used to analyze the three models. The statistical results indicated that all three models were statistically significant to predict intention (Model 1: R² = 0.473, P < 0.001; Model 2: R² = 0.505, P < 0.001; Model 3: R² = 0.525, P < 0.001). The results also showed that attitude, perceived behavioural control, and dine‐out sociability were significant (positive) determinants of intention. Soyfoods favourability acted a significant (negative) moderator of the relationship between attitude and intention. Subjective norm had no significant impact on intention. In conclusion, the TPB model was useful to predict Chinese consumers' intention to use imported soy‐based DS, but not all the TPB components weighed significantly in exploring DS consumption in China. The selected Chinese dietary culture variables were much more important predictors than subjective norm. This study makes a significant contribution in the application of the TPB model and in market strategy development for imported dietary supplements in China.     

新疆W县村民参与塑料污染源头减量化治理意愿研究

[目的]塑料污染治理对我国生态文明建设、美丽乡村建设以及乡村振兴均具有至关重要的作用,源头减量化治理则是解决塑料污染的有力举措,村民参与能保证治理的有效性。[方法]文章为探究新疆村民参与塑料污染源头减量化治理的意愿,基于对W县506户村民的调查,通过对计划行为理论进行补充拓展并架构起新的理论分析框架,运用结构方程模型对村民参与塑料污染源头减量化治理意愿的影响因素进行实证分析。[结果]（1）村民的态度、主观规范、政策宣传、知觉行为控制和道德规范在不同水平下对村民的参与意愿具有促进作用;（2）主观规范、知觉行为控制和道德规范会通过影响村民的态度间接对其参与的意愿产生正向影响;（3）回收便利程度对村民的参与意愿不具有任何作用。[结论]为不断推进农村地区塑料污染源头减量化治理的进程,需要每一位村民的积极参与和监督。在此基础上提出加强宣传教育、加大表彰力度、构建各级政府和村民之间良好的对话机制等建议。     

Factores determinantes de la lealtad al proveedor de servicios turísticos online

The aim of this study is to analyze the factors determining loyalty towards online tourist services supplier with a model which integrates the influence of trust in tourism websites with the conceptual framework of the Theory of Planned Behaviour (TPB). The hypotheses were tested on a sample of 305 airline travel tickets online purchasers, with the use of structural equation models. The results of the empirical study suggest that the three variables of TPB (perceived control, subjective norm and attitude) positively influence loyalty towards Internet use to purchase airline tickets. The role of trust is especially relevant as it also boosts the effect of TPB variables. Finally, a set of managerial implications are considered.     

Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling

This research study highlighted the factors that influence the intention of consumers to buy halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-South African consumers’ purchase intention. Non-South Africans are foreign people who reside in South Africa including immigrants, workers, and students. Through utilising the theory of planned behaviour, this study aims to determine the attitudes, subjective norms, perceived behaviour control, and awareness of non-South African towards purchasing halal food products. This also attempts to identify the strongest factor that influences the purchasing intention of halal food by non-South African consumers. The sample of the study consisted of 230 non-South African consumers in Cape Town. Data were collected through self-administered questionnaires. Structural equation modelling (SEM) was used to identify the structural relationships among the constructs identified and to test the study hypotheses. The findings of this study indicate that there is a significant relationship between awareness and buying behaviour. Interestingly it found that only the attitude dimension of TPB had a significant relationship with purchase intention, whereas subjective norms and perceived behavioural control did not show a significant relationship with the consumer intention variable.     

Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism

Since rapidly growing numbers of customers prefer environmentally responsible products, efforts to “green” hotel operations are becoming increasingly important. The study reported here was designed to investigate guests’ intention formation when selecting an environmentally responsible hotel. The intention was to extend the Model of Goal-directed Behavior (MGB) by integrating several essential variables (environmental awareness, perceived effectiveness, and eco-friendly behavior and reputation) in explicating customers’ eco-friendly behavior. Findings from the measurement model indicated that study variables included a satisfactory level of reliability and validity. Results from the structural modeling revealed that the proposed theoretical framework had a strong ability to anticipate intention; incorporated constructs that played a vital role in hotel guests’ decision formation; and identified attitudes and desires that acted as mediators. The role of established variables in the original MGB was redefined. Our model had superior prediction power over the MGB, accounting for guests’ environmentally friendly buying behavior accurately.     

A comparative study of eight COVID-19 protective measures and their impact on Swiss tourists’ travel intentions

A comparative vignette-based experimental survey design incorporating various socio-psychological factors, linked to the Theory of Planned Behavior (TPB), the Health Belief Model (HBM) and the Domain-Specific Risk-Taking scale (DOSPERT) was carried out to test variations in eight travel-related COVID-19 protective measures on Swiss tourists’ travel intentions. Among the tested measures, vaccination passports, surgical masks and quarantining are those that stand out the most, with surgical masks having the greatest acceptance and willingness to adopt while traveling. Quarantining, on the other hand, appears to have a deterrent influence on travel intentions, and vaccination passports have the lowest perceived barriers during travel, but the highest perceived benefits in mitigating the spread of the infection. The discussion of individual differences has specific implications for tourism management against the background of our empirical findings.     

Consumer acceptance of irradiated food and information disclosure – A retail imperative

There is substantial contribution in the literature for understanding the complex nature of irradiated foods, the growing importance and the controversial views expended by consumers, yet acceptance of these foods for many have not met with optimal recognition. The study extends the theory of planned behaviour antecedents to analyse independent determinants and the influences of risk and trust. The indirect effects are also examined. The study uses multigroup analyses to identify whether consumer's concerns on information for irradiated foods act as moderators in order to provide a better explanatory power.The data was analysed using Structural Equation Modelling on responses obtained from a sample of 322 consumers. The study found that the theory of planned behaviour antecedents successfully predicted behavioural intention for irradiated foods but with some limitations. The findings also demonstrate additional support to show that the robustness of the TPB framework is effective for irradiated foods and addresses the literature calls on research for more theoretical underpinnings. It further addresses retailer implications, as the ultimate decision falls with retailers who assess whether sales for irradiated foods are acceptable depending on consumer demand.     

直播电商情境下的消费者行为研究——基于TAM/TPB模型

直播电商作为一种新型的电子商务模式,在释放消费潜力、促进产业融合、推动创新创业等方面都发挥着重要作用。基于技术接收模型(TAM)、计划行为理论(TPB)以及信任理论,建立结构方程模型,对直播电商消费者行为展开实证研究。研究结果表明,感知有用性、信任、主观规范均显著性正向影响消费者使用意向,此外,感知易用性和信任对感知有用性也存在显著性正向影响。