• Human Ecology Research
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• v.55 no.6
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• pp.675-687
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• 2017

This study is to apply a goal-directed model for ethical consumption behavior and to see which factors influence consumers' boycott intention. We identify factors related to a goal-directed model for consumers, level of ethical consumption tendency, and boycott desire; in addition, factors that affect boycott intentions were also analyzed. The results of this study are as follows. First, consumers' boycott intentions are not high and public intention motivation is relatively low. Second, negative anticipated emotion shows an indirect effect with boycott desire as a mediator. Third, ethical consumption tendency has a significant effect on boycott desire and boycott intention. Therefore, we have to let consumers know that boycott actually shows a consumer's right and that it is also necessary to conduct various ethical consumption education.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.332-343
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• 2020

As a study on the purchase intention of digital music, the research applied the Extended Model of Goal-directed Behavior(EMGB) with the perceived value and empirically evaluated the impact of variables such as attitude, subjective norms, positive and negative anticipated emotions, perceived behavioral control and desire on the purchase intention. The study was conducted using a survey data collected from valid questionnaires of 342 copies aimed at Chinese mobile music application users and employed the structure equation model. The findings indicate that attitude, negative anticipated emotions, perceived behavioral control towards digital music purchasing and the frequency of past behavior positively influenced users' desire for digital music purchasing. Another result has been confirmed that perceived value, which was an added variable, showed a significant impact on attitude. Along with the frequency of past behavior and desire, perceived value also exerted positive influence on purchase intention.

• Journal of Korea Trade
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• v.27 no.4
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• pp.77-100
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• 2023

Purpose - Using the Model of Goal-Directed Behavior (MGB), this study identifies the critical factors that influence consumer intention to purchase an electric vehicle (EV). This study also provides differentiated policy implications to the Korean and Chinese governments and EV-related companies for the expansion of the EV market in both countries by comparing consumers' perceptions of EV purchase intentions. Design/methodology - Our extended MGB model adds to the standard model consideration of financial incentives, perceived risks, and environmental concerns. An online survey was conducted of Korean and Chinese consumers. Based on the collected responses, all tested hypotheses were verified using PLS-SEM (Partial Least Squares-Structural Equation Modeling). Differences in the path analysis results between Korea and China were compared and verified using Henseler's MGA (multi-group analysis), the parametric test, and the Welch-Satterthwaite test. Findings - The most critical factor that influences the intent to purchase an EV in consumers from both countries is personal desire. PBC and SN were identified as the critical factors that respectively increase personal desire in Korea and China. In addition, in Korea, among the three factors EC, FIP, and PR, environmental concerns were found to have the most significant impact on attitudes and purchase intention. In contrast, in China, economic factors (specifically financial incentives) had greater importance than environmental issues. Originality/value - This study has academic contributions in that it presents a new research model that includes financial incentive policies, environmental concerns, and perceived risk variables based on the MGB to explore consumers' purchase intentions. This study can also make a practical contribution in that it provides some meaningful implications to the governments and EV-related companies of both countries based on the differences in the analysis results of the Korean and Chinese markets.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.4
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• pp.57-68
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• 2020

This study analyzed the factors affecting the reemployment intention of the baby boomer. To this end, an extended Model of Goal-directed Behaviors(MGB) was set as a research model. The extended MGB used in this study added economic readiness and social capital to attitudes, subjective norms, positive anticipated emotions, and perceived behavioral control variables as independent variables. The desires was set as a mediating and the reemployment intention was set as the dependent variable. The research model was empirically analyzed with 201 baby boomers. Empirical analysis showed that economic preparation had a negative effect on reemployment intention, and social capital had a positive effect on reemployment intention. Economic preparation rather than social capital was found to have a stronger impact on the intention of reemployment. Attitudes, subjective norms, positive anticipated emotions, and perceived behavioral control variables were not tested for a significant direct effect on reemployment intention. They were found to have a significant influence on reemployment intention through the mediating of desires. Based on the results of this empirical analysis, academic and practical implications were presented.

• Korea Trade Review
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• v.42 no.1
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• pp.141-163
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• 2017

The purpose of this study to analyze the relationship among three characteristics of O2O commerce and extended goal-directed behavior(EGB) model(trust, desire and intention to use). From June to July in 2015, the questionnaires were sent to Chinese customers using O2O commerce. Among 494 questionnaires gathered, 433 valid ones are analyzed using SPSS and AMOS. Among ten research hypotheses derived from prior research and the research model, eight hypotheses are tenable, while the rest hypotheses are untenable. Online features of mobility and Offline features of service quality. The Online features of mobility bring consumers convenience but also has some latent customer privacy issue. On other hand, because of the untenable hypothesis, there is inconformity between online service and offline service, and customer have distrust on the O2O commerce. To achieve continuous online consumption, offline businesses need to improve their service. The perceived quality of selling company exerts a significant effect on the customers' reliability for the brand equity of open market company and selling company, such as the brand awareness of the open market, open market image, brand awareness of selling company, and the perceived quality of selling company. Thus, selling company should improve self-brand service and quality in order to improve customers' reliability. In addition, the consumer characteristics of attitude, subjective norm, and perceived behavioral control are all tenable. These results mean that O2O commerce is a favorite way of consumption by Chinese consumers.