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Understanding consumer behavior across various contexts within marketing has long been the focus of studies. Although many models are used in explaining consumers' behavior, one of these is the Model of Goal-Directed Behavior (MGB), which is becoming prominent in explaining consumers' behavior in marketing. Given its popularity, prior research on MGB has shown inconsistent outcomes regarding the casual association of MGB variables. To overcome this, the authors have adopted a meta-analytic review of the marketing studies grounded on MGB theory in examining the consumers' behavior.

The study reviewed and analyzed 611 correlations from 27 studies with 31 samples (combined sample size of 9588) using a meta-analytic structural equation modeling (MASEM) technique.

The outcomes of MASEM confirm the significance of all the proposed relationships in the MGB model. However, the attitude has shown a strong influence on desire formation among all the proposed MGB relationships. Further, past buying experience and positive anticipated emotions strongly affect desire in developed nations compared to developing nations.

The current work has considered the possibility of various recommended moderators (e.g. culture, crisis situation, sample size, method of data collection, etc.); however, the study lacks to consider the dimension of gender dominance in it. Hence, future researchers should keep it in mind while conducting similar studies. Future scholars can also perform a comparative study on MGB across the domains and subdomains to know more insights.

The current work offers a better understanding of MGB application in marketing. As this work is one of the first meta-analyses on MGB application in marketing that also considers the effect of various moderators, it thus adds knowledge to the literature on MGB in marketing. It will also help the future researchers to understand MGB as a framework and its application in marketing.

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).

We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.

Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).

This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.

The present study is an attempt to extend the Model of Goal-directed Behavior (MGB) to consider health consciousness and perceived privacy protection as two critical factors to predict desire and intention by individuals to adopt and use wearable health devices (WHDs).

Based on the literature review hypotheses were framed and tested using data collected through a questionnaire survey. A total of 418 self-reported complete responses were considered to analyze the hypotheses proposed in the study. Structural equation modeling, effects analysis and model comparison (MGB and extended MGB) were performed to understand the predictability of the suggested model.

The results of the study corroborate that along with MGB, health consciousness and perceived privacy protection also induces the intention of users toward using WHDs. Health-consciousness is found to have a positive and significant direct and indirect impact on intention to use WHDs. Further, the model comparison exhibits that the proposed extended MGB is a better predictor of intention to use WHDs.

Apart from the conventional framework of MGB, health consciousness and perceived privacy protection promote desire and intention to use WHDs. This research provides a framework for marketers to promote health consciousness among consumers by motivating them to adopt WHDs. Further, privacy protection features should be showcased in order to induce trust in consumers which in turn will trigger their intention to use WHDs to lead a healthy lifestyle.

The current study incorporates health consciousness and perceived privacy protection in MGB to fit into the context of healthcare intention study, which enhances the predictability of intention behavior of consumers and adds to the existing body of MGB and healthcare literature.

The purpose of this paper is to apply the model of goal-directed behavior (MGB) as a research framework to investigate consumers’ behavioral intention to purchase sporting goods online.

Mall intercept sampling was used to collect data from Korean consumers who have the experience of purchasing sporting goods online. After the elimination of invalid responses, total 314 valid questionnaires were used for further analysis.

The results revealed that attitude, subjective norm, positive and negative anticipated emotions had significant influences on consumers’ desire to buy sporting goods online. Moreover, the frequency of past behavior and desire played significant roles in influencing on Korean consumers’ intention. Further analysis revealed that male consumers had higher levels of positive attitude, subjective norm, positive and negative anticipated emotions, desire, intention, frequency of past behavior toward the online purchase of sporting goods than female consumers did. It also found that male consumers’ desire had a significantly stronger influence on behavioral than female consumers did.

The study suggests the benefit and gender-based targeting strategies in marketing sporting goods online. The primary limitation of this study was that respondents were all Korean online consumers of buying sporting goods. Future research should apply MGB to different countries or regions to generalize the results of this study.

The findings of this study provide a better understanding of Korean consumers’ intention to purchase sporting goods online and gender differences in their decision-making process.

The purpose of this paper is to test the efficacy of model of goal-directed behavior (MGB) to explain and predict savings at Islamic bank behavior. The importance of understanding consumer intention to develop good strategy to accelerate consumer saving at Islamic bank is inevitable. One of the most popular theories explaining behavioral intention was the MGB. Although it has been validated and tested in a variety of contexts, this theory has never been applied in behavior related to Islamic banks.

The present study used a combination of qualitative and quantitative data. Qualitative data obtained from 31 in-depth interviews were used to develop behavioral beliefs components and a control beliefs component, while quantitative data obtained from a survey of 316 respondents were used to test the model. Structural equation modeling was the main data analysis technique.

The result shows that MGB has good indicators of fit, which implies that it can be used to explain and predict intention to save at Islamic bank. This research also reveals several behavioral and control beliefs that positively contribute to intention.

This paper contributes to behavior prediction literature by exploring the possibility of the application of the MGB in the Islamic bank context. It also gives a deeper understanding of the Indonesian Islamic bank consumer market that has great potential for development in the future.

The purpose of this paper is to determine whether affective factors such as goal desires, positive anticipated emotions, anticipated regret and non-volitional actions like habits influence retail mutual fund investing.

Using the model of goal-directed behavior (MGB), the impact of affective factors and habits was compared against a cognitively driven model. Data were collected through a survey of 321 mutual fund investors across India and analyzed using the partial least squares method.

Goal-based desires were a significant driver of investing intentions while actual investing was driven by habits. Anticipated regret strongly influenced desires. The overall explanation of variance in intentions and investing behaviors was improved by 27 and 28% respectively by the new model.

The current investments in mutual funds is used as a proxy for future investing behaviors so results need to be interpreted accordingly. Future research directions could include the effects of mood, impact of language, religion and culture.

For “emotionally complex” cultures, impact of emotive drivers and habits play a significant part in investing and fund houses need to orient their marketing accordingly.

Awareness programs on how emotive issues and habits can hinder as well as enhance investment performance in markets would benefit retail investors.

The study is unique in analyzing affective and non-volitional factors and in showing that intentions are not sufficient to explain behaviors. It analyzes not just intentions as most studies do, but end behaviors of investors as well. It uses the MGB theoretical framework from behavioral psychology that has not been applied to financial behaviors before.

The purpose of this paper is to explore Chinese consumers’ behavioral intention to purchase sportswear products online, by applying the model of goal-directed behavior as a research framework.

An online survey was administered to Chinese consumers (N=475) who have purchased sportswear products online in the past. Using SmartPLS 3.0 software, a partial least squares modeling analysis was conducted on the data.

When it comes to influencing the average Chinese consumer’s desire to purchase a product online, the study indicates that attitude, subjective norms, perceived behavioral control, and positive anticipated emotion are significant factors. Moreover, desire and frequency of past behavior significantly influenced Chinese consumers’ intention to buy sportswear products online.

The findings of this study provide a better understanding, through the analyses of Chinese consumers’ decision-making processes, of consumer intention to purchase sportswear products online.

Virtual grocery shopping (VGS), or online grocery shopping, traditionally has seen slow adoption in Canada; however, the COVID-19 pandemic has forced consumers to seek safer ways to shop. Retailers have invested in building new infrastructure to meet the current consumer demands for VGS. However, the main driver for VGS behaviour has not been yet clearly identified. Additionally, it is also not unknown whether the shopping modalities will continue VGS after the pandemic. This study provides insights into consumer intentions to use VGS by extending the model of goal-directed behaviour (MGB) to incorporate consumer technological readiness.

The study collected 935 valid survey responses from an online survey panel of Canadian consumers. A two-step approach was applied to analyse the data, comprising confirmatory factor analysis (CFA) and structural equation modelling (SEM). The data quality and model fit were tested before testing the proposed relationships among the constructs: attitude, subjective norm, perceived behavioural control, positive and negative anticipated emotions, as well as technological readiness, desire and behaviour intentions. The mediation role of desire between frequency of past online grocery shopping behaviours and the future behavioural intention was also tested using SPSS PROCESS.

The study results showed that attitudes, subjective norms, perceived behavioural control, positive and negative emotions, technological readiness and frequency of past VGS have a major impact on consumers' desire to embrace VGS in the future. Consumer desire also played a significant mediating role between frequency of past VGS behaviours and future shopping intention online. In addition, the frequency of past VGS showed an even stronger impact on behavioural intention among female consumers than among male consumers.

The findings of this study provide an original insight into the social, cultural and psychological factors that impact consumers' use of VGS, particularly the impacts of gender.

This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.

The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.

Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.

The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.

This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

This paper aims to test the model of goal-directed behavior (MGB) in the prediction of entrepreneurial intentions of high school students. It also uncovers heterogeneity and differences in structural paths. The study aims to expand the toolbox of theoretical models that are useful to interpret entrepreneurial intentions by including the MGB. The MGB explains the role of desires, anticipated emotions and frequency of past behavior (FPB). These aspects are underplayed in other models.

The paper opted for a study using PLS path modeling. The authors applied questionnaires to 643 students (260 boys and 383 girls) from 34 high school institutions of a large metropolitan city in a developing country. Data analysis used a multi-group analysis and a finite mixture (FIMIX) approach.

The paper provides empirical insights about the antecedents of entrepreneurial intentions and confirms the role that desires and FPB have in their development. MGA results suggest that PBC relevance depends on gender, and emotions vary with socio economic level (SEL).

Research results are limited to high school students. Therefore, researchers are encouraged to test the proposed propositions further with university students and the general population in other developing and developed countries.

The paper includes implications for teaching curriculum and government policy in entrepreneurship. The results encourage the study of entrepreneurship from a young age and the importance of teaching how to overcome negative emotions in the entrepreneurial process.

This paper satisfies a recognized need to evaluate competing models that explain entrepreneurial intentions. The grouping analysis uncovers opportunities to develop innovative education and training strategies.