基于DTPB模型对高星级酒店员工信息系统接受程度的实证研究

本文首次将任务技术适合度这一因素融入解构计划行为理论(DTPB),检测酒店员工对酒店信息系统(HIS)的接受度。通过对7家高星级酒店的问卷调查得知,基于DTPB的拓展模型,大部分因素间呈显著正相关,而感知的行为控制对使用的行为意向作用不显著。此外,任务技术适合度与自我效能显著,直接影响使用的态度,相容性直接影响个体对信息系统的感知易用性及使用的行为意向,但它对感知有用性的作用并不明显。     

Combination of Theory of Planned Behavior and Motivation: An Exploratory Study of Potential Beach-based Resorts in Vietnam

The decision-making process of travel destination choice is very complex. Understanding why people travel and what factors influence tourists' travel intentions has been paid much attention by tourism scholars. This study attempted to examine the predictive power of theory of planned behavior (TPB) with the addition of past behavior and travel motivation in predicting behavioral intention of choosing a beach-based resort in Vietnam. Data were collected in three cities in both northern and southern Vietnam from the end of January to post-middle of March 2010 with the participation of 327 international tourists. In general, the results aligned with previous studies which supported the applicability of the TPB model. Attitude and subjective norm but not perceived behavioral control was found to have made a made a significant contribution to the prediction of intention. The findings also indicated both extension factors had considerable impact on behavioral intention of choosing a beach-based resort in Vietnam. Implications and suggestions for future studies were also provided in the last part of the study.     

Unraveling public support for casino gaming: The case of a casino referendum in Penghu

By integrating the social exchange theory (SET) and the theory of planned behavior (TPB), this study unravels the factors associated with residents’ intention to support casino gaming development in Penghu in future referenda. Residents’ attitudes toward casino gaming development in their community were examined in the SET framework while their intention to support such development was investigated in the TPB framework. Despite that partisan difference did not have a significant interaction with TPB variables, past behavior exerted moderating effects determining residents’ intention to support casino gaming development through two TPB variables: subjective norm and perceived behavioral control. Implications are provided.

Abbreviations: ATTU: attitude; DPP: Democratic Progress Party; ECOI: perceived economic impact; ENVI: perceived environmental impact; INT: intention to support casino gaming development in future referenda; KMT: Kuomingtang; PBC: perceived behavioral control; PPB: perceived personal benefit; SET: social exchange theory; SN: subjective norms; SOCI: perceived social impact; TPB: theory of planned behavior     

Investigating individuals’ decision formation in working-holiday tourism: the role of sensation-seeking and gender

ABSTRACT

Despite the emergence of working-holiday tourism, little research has been carried out to understand working-holiday makers’ (WHMs) decision-making processes. This study was designed to examine the formation of WHMs’ intentions to participate in working-holiday tourism programs. A study model was proposed by extending sensation-seeking into Ajzen’s Theory of Planned Behavior (TPB) and testing the difference between gender groups. An online survey was conducted with 369 WHMs in China. The study result indicated that the TPB model has a good fit to the data, and that the predictive power of the intention has been improved compared with the original TPB. The results from a structural equation reveal that three critical elements in TPB significantly formed individuals’ intentions for working-holiday programs, sensation-seeking formed positive and significant relationships with subjective norm (SN) and perceived behavioral control (PBC), and most importantly, significant differences were found between different gender groups. The study’s theoretical and managerial implications are discussed.     

Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction responses in restaurants

This study tested the sufficiency of both the Theory of Planned Behavior (TPB) and the extended TPB models by adding the variable of past behavior. In addition, the present study examined the mediating role of the TPB variables on the relationships between past behavior and customers’ intentions to engage in different types of dissatisfaction responses (i.e., voice, negative word-of-mouth communication, and exit). Results of the study demonstrated the strong predictive power of the original TPB mode but the inclusion of past behavior did not significantly improve the predictability of the three dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by TPB variables. In the contexts of negative word-of-mouth communication, the effect of past behavior on intention was mediated by attitude. Meanwhile, both subjective norm and perceived behavioral control mediated the relationship between past behavior and the intention to engage in voice behavior.     

Emerging bicycle tourism and the theory of planned behavior

In this study, we investigated the process of travelers’ decision formation for bicycle touring as a form of sustainable tourism activity. We extended the theory of planned behavior (TPB), using personal norm and past behavior as predictors and the attractiveness of unsustainable alternatives as a moderator. Results of the modeling comparison showed that our extended TPB model was superior to the original TPB in predicting intention. Our results from the structural analysis revealed that the hypothesized paths linking attitude, subjective norm, perceived behavioral control, personal norm, and intention were supported; and personal norm significantly mediated the impact of subjective norm on intention. Moreover, our proposition that bicycle travelers’ decision-making process would differ based on their level of the attractiveness of unsustainable alternatives was generally supported. Overall, our results help us clearly understand the role of volitional and non-volitional processes, personal norm, past behavior, and the attractiveness of unsustainable alternatives in explaining the intention formation of bike traveling.     

Investigating beliefs,attitudes, and intentions regarding green restaurant patronage: An application of the extended theory of planned behavior with moderating effects of gender and age

This study aims to identify customer belief structures underlying the cognitive process of green restaurant patronage by applying the extended theory of planned behavior (TPB). The extended TPB model includes two additional predictors (past behavior and dining frequency) and two moderators (gender and age) to predict customers’ intention to visit green restaurants. This study followed recommended two-phase survey procedures. Salient beliefs of the target population were elicited in the first phase, and the relationships between those beliefs and other TPB constructs were analyzed in the second phase. Perceived behavioral control emerged as the most significant determinant followed by attitude and subjective norm in the Korean green restaurant context. The findings support the inclusion of past behavior as an additional predictor and confirm the moderating effects of gender and age. This study provides useful implications for effective marketing strategies for green restaurants.     

Examining Chinese College Students’ Intention to Travel to Japan Using the Extended Theory of Planned Behavior: Testing Destination Image and the Mediating Role of Travel Constraints

Understanding the decision-making process and predicting travel behavior are critical for destination tourism marketers. This study develops and tests a structural equation model using the extended Theory of Planned Behavior (TPB) to explain Chinese college students’ intention to travel to Japan. Ten hypotheses were proposed regarding the relationships between destination image, travel constraints, and the original TPB constructs. The results of structural analyses reveal that the extended TPB has better predictive power for travel intention to Japan than the original one. Attitude is found to have the greatest impact on intention to travel to Japan. The mediating role of travel constraints shows a significantly negative effect on the relationships between the predictors and travel intention except for the relationship between perceived behavioral control and travel intention. The results of this study can help improve marketing promotions and the development of more effective destination positioning strategies for Japanese inbound tourism.     

An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior

The current study sought to extend the theory of planned behavior (TPB), which is rooted in the theory of reasoned action (TRA), to more comprehensively explain the formation of customers’ intention to revisit a green hotel. In particular, the extended TPB incorporates the critical constructs in the consumer behavior and marketing literature (i.e., service quality, customer satisfaction, overall image, and frequency of past behavior) into the original TPB model. Results of a structural analysis revealed that the new model provides a better fit with the data, and explains significantly greater amounts of variance in revisit intention in comparison to the TRA and TPB. Added constructs in the new model considerably contribute to improve our understanding of the complicated process of green hotel customers’ decision-making. In this study, all relationships appeared to be significant as conceptualized according to the theory. In addition, a mediating effect of satisfaction and attitude was found. The article includes discussions on theoretical and managerial implications.     

Usage Behavior Causal Model Construction for B&B-Owned Websites—from the B&B Owner/Operator Perspective

Previous studies on B&B (Bed and Breakfast) website usage behavior focused mainly on clients. It has been seldom researched to apply the Technology Acceptance Model (TAM) to verify the owner/operator usage behavior on B&B websites. This study aims to validate the causal relationship among beliefs, usage attitude, and behavior intention in website usage of B&B owners/operators. The results revealed that the TAM was recognized and the perceived ease of usage of B&B websites plays the most important role on the behavioral intention of B&B owners/operators. An easy and effective B&B website may allow an owner/operator to improve a B&B’s operational performance. Age has a significantly negative influence on perceived ease of use for B&B websites and educational attainment has a positive impact on perceived ease of use for B&B websites. Finally, conclusions and implications were discussed. This study can be used as a theoretical foundation and reference for further exploring related issues.     

Reinterpreting the theory of planned behavior and its application to green hotel consumption intention

The main aim of this paper was to understand a guest’s decision to stay at a green hotel by using the theory of planned behavior (TPB) developed by Ajzen (1991). The population for this study was green hotel customers in Taiwan. A total of 425 usable responses were received from the willing participants around the parking area of green hotels. This study performed a PLS-SEM to examine the proposed model. The results of this study showed that social pressure has very little direct impact on behavioral intention to stay at a green hotel. The results of the estimated standardized regression coefficients and t-values indicated that perceived behavioral control has a slightly higher impact on behavioral intention than attitude. This study also verified the proposed mediating relationships between the first-order and second-order antecedents. This study provided theoretical and managerial implications for understanding respondents’ decision to stay at a green hotel.     

Front-Country Campers' Constraints,Negotiation, and Pro-Environment Behavioral Intention: An Extension to the Theory of Planned Behavior

The theory of planned behavior (TPB) has been successfully tested in leisure and outdoor recreation studies over the last few decades. However, the inclusion of new predictors to improve the theory's predictive power has been encouraged. Utilizing leisure constraints approach, we extended the TPB by adding constraints to the theory. The literature also suggested that individuals employ cognitive and behavioural negotiation strategies to overcome their constraints. Therefore, the influence of negotiation through the constraints was also explored in this study. A sample of 1,009 front-country campers was analyzed to test the proposed extension to the TPB. Results of structural equation modeling confirmed a strong, negative indirect association between constraints and intention. Negotiation was positively and indirectly associated with intention. The proposed extension to the TPB was capable of capturing 84% of variation in intention. Theoretical and practical implications of these findings are discussed.     

Predicting congregate meal program participation: Applying the extended theory of planned behavior

Authorized under Title III-C of Older Americans Act, congregate meal programs provides individuals 60 years of age and older nutritious meals in senior centers. Declining participation in recent years underscores the need to understand factors that affects participation. This study applies the Theory of Planned Behavior (TPB) to explain the intention of community-dwelling older adults to participate in congregate meal programs. One additional variable, past behavior, was added to increase the prediction power of participation intention. A total of 238 participant surveys were collected and analyzed. Seven hypotheses were tested using structural equation modeling. The data fits the TPB model well. All predictor variables (attitude, subjective norm, perceived behavior control and past behavior) had a significant positive effect on participation intention. Perceived behavior control (PBC) had the greatest prediction power on intention. Based on the research findings suggestions were made to increase congregate meal program participation.     

Intention to pay conventional-hotel prices at a green hotel – a modification of the theory of planned behavior

Numerous studies have employed the theory of planned behavior (TPB) to understand customers’ behaviors in various fields, but none has tested and extended the theory to explain customers’ decision formation to pay comparable regular-hotel prices for a green hotel. This is the first study designed to test and modify the TPB by including environmental concerns, perceived customer effectiveness and environmentally conscious behaviors, which are critical in explaining eco-friendly consumer behaviors. Salient belief items were identified using an elicitation method (focus group and open-ended survey). A survey obtained 389 respondents. Confirmatory factor analysis indicated that measurement items for all study variables had an adequate level of reliability and validity. The findings from the structural equation modeling showed that the proposed model had a satisfactory fit to the data and better predicted hotel customers’ intention than the original TPB. The results also indicated that all antecedent variables of intention significantly contributed to forming the intention to pay conventional-hotel prices for a green hotel. Respondents were happy to have minor inconveniences, e.g. reusing towels and using recycled products, and were keen to learn about the positive environmental attributes of green hotels. Benefit awareness was shown to be important in customer decision-making.     

Developing and testing a global model to explain the adoption of websites by users in rural tourism accommodations

This article analyzes the factors determining the intention to use the websites of the rural tourism accommodations to search for information and to make online reservations. Based on the Technology Acceptance Model (TAM), a model is developed to explain the intention to use the websites, incorporating as explanatory variables the perceived usefulness and perceived ease of use (basic variables of the TAM) and the following key attributes of tourism websites: information, interactivity, and navigability. The results of a sample of 1083 users indicate that (1) the perceived usefulness is the main direct antecedent of the intention to use the websites to search for information and make online reservations, and that (2) information on the accommodation and destination positively influences the perceived usefulness, whereas both the interactivity and navigability have a positive effect on the perceived ease of use of the websites.     

Modeling predictors of restaurant employees’ green behavior: Comparison of six attitude-behavior models

In this study, a new model of how commitment affects green behaviors was developed, tested, and compared with 5 models of the theory of planned behaviors (TPB) to verify the key influential factors of restaurant employees’ green behaviors. Final questionnaires were distributed to 551 restaurant employees through cluster sampling, and 425 valid samples were received. AMOS 18.0 was used to conduct a 2-stage structural equation modeling analysis to achieve the research purposes. According to data analysis, the commitment model was the strongest model beyond TPB and extended TPB to explain restaurant employees’ green behaviors for the development of food environment sustainability.     

Understanding Physical Inactivity: Prediction of Four Sedentary Leisure Behaviors

An understanding of the motives underlying sedentary leisure behavior may guide interventions to decrease these behaviors. The purpose of this study was to apply the theory of planned behavior (TPB) to understand the motives underlying four common sedentary leisure activities: television viewing, computer use, reading/music, and socializing. A cross-sectional community sample of 206 adults and 174 undergraduate students completed measures of the TPB of these four leisure behaviors and self-reported behavior. Results using ordinary least squares regression provided evidence that sedentary behaviors may be intentional and planned with a primary attitude base but not related to perceived behavioral control. The findings provide information about sedentary behavior motivation and support the validity of the TPB for the prediction of these behaviors.     

Empowering the traveler: an examination of the impact of user-generated content on travel planning

ABSTRACT

In order to understand the role of user-generated content (UGC) in travel planning, this study integrates Psychological Empowerment with the Technology Acceptance Model (TAM), to develop a model of UGC-enabled empowerment and its impact on intention to use UGC when making travel plans. Survey data from 268 backpacker tourists revealed that perceived empowerment and perceived usefulness are significant drivers of attitude and intention to use UGC for travel planning. The findings provide the travel industry with a better understanding of how travelers’ perceptions of and use of UGC is empowering them to take greater control of the travel planning process.     

Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior

This study proposes and explores an emotion-related theoretical framework based on the theory of planned behavior (TPB) model to examine the relationship between the variables and explain consumers’ acceptance of and engagement in ecological behavior. This study augments the TPB with the construct anticipated regret and examines TPB's predictive power of consumer intentions to select eco-friendly restaurants. The results suggest that decision-making models such as the TPB incorporate anticipated emotion. The findings provide further insight into the consumers’ decision-making processes which is essential for the development of green marketing strategies in the restaurant context.     

Differential effects of patriotism and support on post-development visit intention: the Korean DMZ Peace Park

This study investigates how resident support for the development of the demilitarized zone (DMZ) Peace Park incorporates two key components (support and patriotism) as part of the theory of planned behavior (TPB). The results of this study confirm that support is important because it is directly associated with three TPB constructs, and it acts as a mediator between patriotism and the three TPB constructs. Both support and patriotism are statistically significant but different depending on the distance to the DMZ Peace Park. Resident support in the predevelopment stage can possibly extend to behavioral support in the post-development stage.