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In the face of major disasters, the Chinese people's willingness to donate has increased and the result is that the donation paths have increased. However, there are certain differences in the choice of donation paths for different types of individuals. It is crucial to pay more attention to the attitude and donation path selection of donors and propose strategies to promote individual donation behavior. The purpose of this study is to propose a conceptualized moderated mediation model for testing the linkage between individual attitude and donation path selection through the mediating effect of donors' behavioral intention and the moderating effect of behavioral difficulty perception or social pressure between donors' attitude and their donation path selection.

Based on a questionnaire survey of 628 community workers during COVID-19 in China. Self-reported measures were used to obtain data on IA, BI, SP, BDP and DPS. Survey data were used to test the proposed model using hierarchical regression analysis. Mediation analyses with bootstrap via PROCESS were used to ascertain the proposed relationship.

The results showed that individual attitude are positively related to donation path selection. Moreover, this study finds that behavioral intention serves as a mediator in the relationships between individual attitude and donation path selection. The social pressure and behavioral difficulty perception negatively moderate the relationship between individual attitude and behavioral intention.

There are still some shortcomings in this study: First, although the data collected at multiple points in this study are all individual data. Future research can add evaluations of relatives, friends or colleagues to individual scheduling of survey subjects to reduce homology errors. Second, although this study has verified the mediating role of the opposite sex, some of the mediating results show that there may be other variables that play a role in the relationship between individual attitudes and donation path selection. In the research on path selection, the integrated theoretical perspective has rich connotations but has not attracted enough attention from the academic community. This research is only based on this single theoretical perspective to construct, verify and explain the model, and there should be other integrated theories. The fit point can be used to analyze the influence mechanism of individual attitudes on the choice of donation path.

First of all, we must deepen our understanding of the connotation and role of individuals' attitudes. In the event of a major epidemic, the following two types of measures will be taken to improve individuals' attitudes toward specific donation paths: First, the sponsors of each donation should do their best to donors and provide more information about donations, because the more information resources they have, the stronger the experience of the corresponding donation path, and the more they will choose the path. The sponsor of the second donation must show concern for major epidemics that are prone to occur and a desire to help people affected by disasters, so as to enhance the emotional identity of the donor, thereby increasing the probability of the donor choosing a specific donation path. Secondly, donation sponsors should be wary of the negative influence of social pressure on the donation path selection of individual donors. Donation sponsors can train individuals who are willing to donate, guide them in social relations, online public opinion and other pressure methods and improve the possibility of individuals choosing specific donation routes.

Deepen the understanding of the content and effectiveness of the behavioral difficulty perception that has a profound impact on the donor. The greater the tendency to make a path choice is often affected by the individual's perception of the difficulty of behavior. The perception of difficulty of a certain donation path will cause the individual to retreat and inhibit the possibility of the individual choosing the path. Therefore, donation sponsors should take all measures to make their own donation channels simpler and more efficient, thereby reducing the individual's perception of the difficulty of donation behavior.

Drawing on TPB theory, a theoretical framework is constructed that specifies the process through which individual attitude affects donation path selection to expand collective understandings of individual attitude in the donation context. Furthermore, the boundary conditions of the underlying process are investigated, which further enhances the contribution of this paper to the extant literature on individual attitude.

The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic, utilitarian, epistemic, and symbolic value), e-Attitude, and technology attachment (smartphone use, Internet use, and e-Involvement). Moreover, the study explores the mediating effect of three-dimensional perceived value (hedonic, utilitarian, and epistemic value) and e-Attitude; and the moderating effect of symbolic value on behavioral intentions towards Uber-ridesharing services.

A mixed survey (75% Google Form, 25% face to face) was conducted in Bangladesh to collect data from customers who had previously participated in Uber-ridesharing services, one of the largest ridesharing platforms in Bangladesh. Subsequently, data were analyzed based on the structural equation modeling technique using SmartPLS 3.3.3.

The study findings revealed that hedonic value, utilitarian value, epistemic value, symbolic value, e-Attitude, smartphone use, internet use, e-Involvement had a direct significant positive impact on behavioral intentions. Also, e-Attitude significantly impacted hedonic, utilitarian, and epistemic value. In addition, Smartphone use, internet use, and e-Involvement significantly influenced e-Attitude. Moreover, the study findings revealed that hedonic, utilitarian, and epistemic value partially mediates between e-Attitude and behavioral intentions; and e-Attitude partially mediates between Smartphone use, Internet use, and e-Involvement and hedonic, utilitarian, and epistemic value and behavioral intentions. Furthermore, the results indicate that epistemic value significantly moderates the relationship between hedonic, utilitarian, and epistemic value and behavioral intentions.

This study uncovers some insightful findings for ridesharing services providers and managers helping to build customers' positive behavioral intentions towards Uber-ridesharing services. In particular, practitioners can improve cost-efficiency, hedonic and symbolic aspects, availability of rides of Uber-ridesharing services. Moreover, the ridesharing services managers should adopt technology-based service opportunities.

The study enriches sharing economy literature, especially ridesharing services, exploring the direct effect of epistemic value, e-Attitude, smartphone use, Internet use, and e-Involvement on behavioral intentions. Moreover, this study presents smartphone use, Internet use, and e-Involvement as new antecedents of e-Attitude and behavioral intentions. Furthermore, the study explores the mediating effect of hedonic, utilitarian, and epistemic value and e-Attitude; and the moderating effect of symbolic value in Uber-ridesharing service perspective.

Considering both online and offline service scenarios, this study aims to explore the factors affecting doctors' intention to offer consulting services in eHealth and compare the factors between the free- and paid-service doctors. The theory of reasoned action and social exchange theory are integrated to develop the research model that conceptualizes the role of extrinsic motivations, intrinsic motivations, costs, and attitudes in doctors' behavioral intentions.

Partial least square structural equation modeling (PLS-SEM) was leveraged to analyze 326 valid sample data. To provide robust results, three non-parametric multigroup analysis (MGA) methods, including the PLS-MGA, confidence set, and permutation test approaches, were applied to detect the potential heterogeneity between the free- and paid-service doctors.

The results with overall samples reveal that anticipated rewards, anticipated associations, anticipated contribution, and perceived fee are all positively related to attitude, which in turn positively influences behavioral intention, and that perceived fee positively moderates the relationship between attitude and behavioral intention. Attitude's full mediation is also confirmed. However, results vary between the two groups of doctors. The three MGA approaches return relatively convergent results, indicating that the effects of anticipated associations and perceived fee on attitude are significantly larger for the paid-service doctors, while that of anticipated rewards is found to be significantly larger for the free-service doctors.

eHealth, as a potential contactless alternative to face-to-face diagnoses, has recently attracted widespread attention, especially during the continued spread of COVID-19. Most existing studies have neglected the underlying heterogeneity between free- and paid-service doctors regarding their motivations to engage in online healthcare activities. This study advances the understanding of doctors' participation in eHealth by emphasizing their motivations derived from both online and offline service scenarios and comparing the differences between free- and paid-service doctors. Besides, horizontally comparing the results by applying diverse MGA approaches enriches empirical evidence for the selection of MGA approaches in PLS-SEM.

The purpose of this research was to investigate the structural relationships between chain restaurant patrons' brand attitude, utilitarian value, hedonic value, well‐being perception, and behavioral intentions with the moderating role of involvement.

A review of the current literature in these areas revealed ten theoretical hypotheses, from which the authors derived a structural model. The model was tested utilizing data collected from 433 chain restaurant patrons. Confirmatory factor analysis and structural equation modeling were utilized to test the proposed theoretical relationships.

Data analysis indicates that brand attitude and hedonic value bear a positive impact on patrons' well‐being perception. However, it was revealed that utilitarian value does not have significant impact on patrons' well‐being perception. It was also found that well‐being perception is the most powerful determinant of patrons' positive behavioral intentions. More importantly, well‐being perception played a full mediating role in the relationship between hedonic value and behavioral intentions. Lastly, it was revealed that the moderating role of involvement in the relationships between well‐being perception and behavioral intentions is significant.

The findings emphasize the significance of the study variables in maximizing patrons' well‐being perception and in inducing positive behavioral intentions. Since there has been little study of consumer well‐being (CWB) in the chain restaurant industry, the model verified here may serve as a guide for future research aimed at understanding the formation of CWB and its potential impact on other marketing variables in the chain restaurant industry.

The model verified in this study is the first that explains the formation of CWB and its impact on patrons' behavioral intentions.

The purpose of this paper is to provide an insight into the determinants of the customers’ attitude and behavioural intention to use Internet banking services, paying special attention to the role of perceived risk, trust, enjoyment, website design and social influence.

A research model grounded on the technology acceptance model (TAM) reflecting the effects of trust, perceived risk, perceived enjoyment, perceived website design and social influence on TAM constructs is proposed. The structural equation modelling technique is used to analyse a sample of 697 individual Internet banking users in India through an online survey.

The results of data analysis confirm some of the hypotheses drawn from the literature. Consistent with some of the other studies, perceived usefulness, perceived ease of use, trust and perceived enjoyment are found to be immediate direct determinants of customers’ attitude towards using Internet banking. Attitude, perceived risk, perceived enjoyment and trust determine the customers’ behavioural intentions to use Internet banking. Although the direct effect of perceived website design is significant only on perceived ease of use, its indirect effects are significant on perceived usefulness, attitude and behavioural intentions. Furthermore, perceived enjoyment exerts both direct and indirect effects on perceived usefulness but exerts only direct effect on perceived ease of use.

Generalizability of the research is a practical limitation in consumer research studies and the present study is not an exception to that. The current study focused only on some technological, behavioural and attitudinal factors, and many customer-specific factors and other psychographic and behavioural factors such as cost, perceived value, service quality and satisfaction, which can provide more significant insight into the adoption process, are not a part of the scope of the study.

This research specifies the implications in three perspectives, viz., theoretical, methodological and managerial. Furthermore, this study provides the practical recommendations to enhance customer trust and guidelines to reduce perceived risk. The most significant implication for the banking sector is that apart from offering useful and user-friendly services, they need to build a trusting relationship with customers.

This study extends existing body of Internet banking literature by incorporating trust and risk perceptions. The effects of website design and perceived enjoyment on Internet banking acceptance have been examined and were found to be significant in the Indian context. In addition, it enables us to contribute to the current literature on the emerging Indian Internet banking services (IBS) market, which is largely under-researched.

The purpose of this paper is to model Chinese consumers' purchase intentions for imported soy‐based dietary supplements (DS) based on the theory of planned behavior (TPB) and the health belief model (HBM). The central hypotheses for this study are that purchase intentions of Chinese DS consumers are a result of attitudes toward using DS, subjective norms, and perceived behavioral control. Health value and perceived susceptibility to illness, as well as product knowledge and marketer distrust, are integrated into the model.

Data were collected from 251 consumers in Shanghai, China. Structural equation modeling was used to analyze the data.

The TPB model is effective in predicting Chinese consumers' imported soy‐based DS purchase intentions. Attitudes toward using soy‐based DS, subjective norms, and perceived behavioral control have significant influences on purchase intention. Perceived behavioral control also plays an important role in the formation of attitudes. Subjective norm significantly influences perceived behavioral control. Chinese consumers' marketer distrust plays a significant role in forming their attitudes and purchase intentions. On the other hand, product knowledge has no moderating influences on the relationships between health value and attitudes and perceived susceptibility to illness and attitudes. Neither health value nor susceptibility to illness has any influence on attitudes.

The findings of this study regarding the impact of marketer distrust on attitude and purchase behavior have important implications for western marketers exporting to China and the Chinese government. The western marketers of soy‐based DS should consider taking specific actions to decrease consumer distrust of marketers promoting soy‐based DS products. In regards to production of goods for the domestic market in China, relevant Chinese state agencies, such as the State Food and Drug Administration, would be well‐advised to continue to step up their efforts in product inspections and regulation of pharmaceutical ingredients and also to strengthen legislation such as the Consumer Rights Protection Law.

Considering the growing popularity of DS in China, the current research is the first academic attempt to identify factors that affect purchase of imported soy‐based DS among Chinese consumers.

The purpose of this paper is to explore the effect of customers’ perception of the integrated resort by focusing on brand-related variables, namely, brand reputation, brand experience, brand attitude, and behavioral intention. Integrated resorts have become popular in the tourism industry. However, despite the popularity of integrated resorts, little is known about how the integrated resort brand contributes to customer attitude.

A descriptive online survey was carried out with customers who had experience using the integrated resort. This study used the regression analysis and process macro to test hypothesized relationships among variables.

These results demonstrate that brand reputation increases customers’ perception of brand experience and brand attitude; brand experience, brand attitude and brand reputation affect behavioral intention toward the integrated resort brand; and brand experience and attitude plays a fully mediating role in the relationship between brand reputation and behavioral intention. These results suggest that customers’ perception associated with the integrated resort brand name is likely to generate a favorable experience and attitude, which, in turn, develops customers’ revisit intention.

A theoretical implication is that the pleasant brand experience and attitude emphasize the significance of the brand reputation in the formation of behavioral intention toward the integrated resort brand. Another theoretical implication is that integrated resort brand reputation might not be a strong indicator of the behavioral loyalty. It is worth conducting additional research on joint effects of brand reputation and customers’ type (e.g. recreational gamblers, problem gamblers, business travelers and family travelers).

The findings offer additional insights into managers on the integrated resort brand concept. This research provides opportunities for managers to identify rational/emotional linkages in differentiating, distinguishing and positioning integrated resort.

Although both brand experience and brand attitude have received past research attention, no researchers have studied them in an integrated resort setting. The main contribution of this research lies in testing the direct and indirect and fills a major gap in the integrated resort literature and research in stressing the need to consider about brand management.

The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions.

Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data.

The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising.

Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs.

Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials.

This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.

The purpose of this study is to examine the factors that affect managers’ ethical decision-making in export-oriented readymade garments in Bangladesh.

This is an empirical study based on the quantitative approach undertaking a cross-sectional survey method where a convenience sampling technique was applied. The analysis was done using partial least square structural equation model applying Smart-PLS version 3.0.

This study confirmed that all the components of cognitive appraisal processes, including perceived severity, perceived vulnerability, response efficacy and self-efficacy, have a significant influence on attitude. Attitude, in turn, mediates the relationship between these variables and the behavioural intention of ethical practice, except for perceived vulnerability. Besides, moral obligation is found to mediate the relationship between attitude, self-efficacy and the behavioural intention of ethical decision-making. The study also found that ethical climate and subjective norms have a direct influence on behavioural intention. Furthermore, behavioural intention, ethical climate and self-efficacy are positively related to actual decision-making behaviour. However, this study did not find any direct effect of subjective norms on moral obligation.

The organization should include an emphasis on building ethical culture and setting an ethical code of conduct within the organization to sustain ethical practice within employees. However, the practitioner should work on enhancing self-efficacy to curb unethical practices by individuals.

This research contributes to the management of garments manufacturers by a practical and theoretical understanding of what influences the ethical behavioural decision-making process. Valuable guidelines are provided on the ethical decision-making process in the garments manufacturing companies for future researchers.

Organizational Development and Change (ODC) has been called to aid organizational greening goals. Carbon labeling of products by organizations is a common greening strategy. However, its effectiveness is dependent on supportive consumer behavior. The Theory of Planned Behavior (TPB) is used to explain actor choice in buying low carbon products (LCPs). Actual buying behavior of 873 subjects in China, a country new to carbon labeling, demonstrated that Declarative norms, Attitude, and Perceived behavioral control explained significant variance in actual buying behavior of LCPs. The TPB model may be better served by observing actual behavior versus behavioral intention. Revisions to the TPB model for diagnosis and interventions in behavioral change are indicated. ODC should revert to theoretically informed practice versus the increasing reliance on A-theoretical tools and techniques.