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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.

In this chapter the authors explore some drivers of entrepreneurial intentions using the theory of planned behaviour on a sample of Italian students. Our objective is twofold. First, the study investigates if both perceiving that becoming an entrepreneur is risky and having non-financial career motivations affect university students’ entrepreneurial intentions. Second, it investigates if students’ perception that university education has an effect on their entrepreneurial skills and attitudes and their perception that the university favours and supports entrepreneurship moderate the relationship between cognitive antecedents of intentions (i.e. attitudes, norms and control) and entrepreneurial intentions. This chapter presents an analysis of a sample of more than 1,500 students from the University of Padova (Italy). According to the national ranking, this University – which is one of Italy’s oldest and largest universities – has been classified as the one with the best Faculty of Economics and Statistics in terms of teaching for more than 10 years among 45 Italian public universities. Data from the Global University Entrepreneurial Spirit Students’ Survey (GUESSS) carried out in 2013 was used. Our analysis highlights not only on the importance of individual characteristics, but also on the role of the learning experience students have during their university studies. This means that it is important to consider how much students perceive that their university education has an effect on entrepreneurial skills and attitudes.

The purpose of this study is to examine the determinants of attitude and adoption intention of Islamic banking among the potential customers in Pakistan. The conceptual framework is investigating the influence of salient beliefs (consisting of personal factors and external factors) and theory of planned behavior (TPB) construct, i.e. attitude and social influence on Islamic banking adoption intentions.

To realize the objective of the research, 500 questionnaires were distributed among the potential customers of Islamic banking in Pakistan. A purposive sampling technique was used; 375 questionnaires were returned, whereas only 300 were used for analysis. To test the model, structural equation modeling was conducted by using an algorithm and bootstrapping techniques, and the most important factor is identified through the importance performance map analysis model.

The findings of the research revealed that the attitude has immense importance. It is a strong determinant of Islamic banking adoption intention among potential customers. Second, it is fully mediating the relation of cost benefits, reputation and support for business and the adoption intentions of Islamic banking. However, attitude is partially mediating the relation of religious obligations, social influence and the criterion variable.

This research is articulating literature by incorporating external and personal factors along with TPB’s constructs, i.e. attitude and social influence and tested the attitude as an intervening variable to explain the relation with adoption intention of Islamic banking. The unfolding results spring up a broad spectrum to policymakers and practitioners of Islamic banking by suggesting the push and pull strategies.

Numerous studies conducted to find the influencing factors of adoption intention of Islamic banking, but this research is identifying the determinant of attitude along with adoption intentions. This research is contributing to the existing research by taking reputation (brand image), cost benefits and government support along with religiosity, which is an important factor but is ignored in previous research. Theoretically, this research is contributing to the TPB by giving a scenario of salient beliefs along with attitude and social influence because beliefs play an important role in building the adoption intention of the subject.

This paper presents a model for predicting crises in small businesses using early‐warning signals. It summarises the results of two separate studies carried out in Finland (with 72 per cent response) and the UK (26 per cent) on the decision process of corporate analysts (Finland) and bank managers (UK) in predicting the failure of small and medium‐sized enterprises (SMEs). Both studies consist of seven main headings and over 40 sub‐headings of possible factors leading to failure. Weighted averages were used for both studies to show the importance of these factors. There are significant similarities in the results of the two studies. Management incompetence was regarded as the most important factor, followed by deficiencies in the accounting system and attitude towards customers. However, low accounting staff morale was considered a very important factor in Finland but not in the UK. Unlike Finland, the UK results emphasised the importance of accounting systems and internal control. These two studies differ from previous studies as managerial auditing elements like the importance of internal control departments (UK evidence) and budgetary control systems were included. Similarities in the results of these surveys conducted under two separate EU environments imply that it would be interesting and beneficial to extend these studies to other member states.

Today, global warming is one of the most acute challenges in the world, prominently caused by greenhouse gases. The introduction of hybrid-vehicles (HVs) is thus, one of the industrial initiatives to tackle this challenge by allowing at least some proportionate reduction in global-gas-emissions. Such initiatives like HVs have also affected the consumers’ green-purchase-intention (GPI). Hence, underpinned into the theory of planned behaviour (TPB), this study aims to analyze consumers’ response in terms of GPI for HVs, in addition to exploring the moderating-effect of price-sensitivity between independent-variables (attitude, subjective norms and perceived behavioural control) and consumers’ GPI for HVs.

The data was collected from 266 automobile-consumers with the help of questionnaires. A two-step approach was used to analyse the given hypothesis with the help of partial least squares structural equation modelling (Smart-PLS 3.2.7).

First, significant empirical-evidence was secured regarding the impact of given independent-variables (i.e. attitude, subjective norms and perceived behaviour control) on consumer’s GPI for HVs. Second, the empirical-evidence for the moderating effect of price-sensitivity onto the association between given independent-variables (except for the perceived-behavioural-control) and the consumers’ GPI for HVs, also turned out to be quite substantial in this study.

In-line-with the TPB, this study extends the existing body of literature regarding consumers’ GPI as it was significantly contingent to the given independent variables of the study, whereby, the price-sensitivity has been recognized as a key moderator particularly in the context of developing countries such as Pakistan. The present study thus provides in depth-insights to guide automobile manufacturers and marketers to redefine their pricing strategies to further strengthen the consumer’s GPI for HVs within certain socio-contextual setup. Automobile establishments should thus, invest in HVs’ adoption that serves both the eco-system (particularly human-well-being) and sustainable-organizational-growth.

The purpose of this paper is to explore the effects that exposure to a youth day event at an elite sport competition has on youth spectators’ motivations to participate in the sport on display.

The paper was underpinned by the theory of planned behavior (TPB). Pre- and post-event questionnaires were administered to local grade seven and eight students (n=318) as part of a youth day event at the 2016 Milton International Track Cycling Challenge in Ontario, Canada. Questionnaires assessed each TPB construct one week before the youth day and immediately following the event.

The paper provides empirical insights about the shifts from pre- to post-event behavioral antecedent measures. Results suggest youth day events can be effective at driving positive shifts in participation intention and subjective norm among youth populations.

A control group was not possible as an ethical limitation was created from the school boards which did not allow for some students/classes within the study to not experience the event. Researchers are encouraged to develop a study which allows for a youth control group and assesses the shift in behavioral antecedents at multiple time points post-event.

The paper includes implications for how to leverage subjective norms as a means of motivating post-event participation.

The paper fulfils a methodological gap to move beyond cross-sectional data and employ pre-post event research designs to measure the effect spectating an elite sport competition can have on youth’s motivation to participate in the sport on display.

This paper aims to explore whether an integrated conceptual model (ICM) relating to factors drawn from entrepreneurial event theory (EET) (i.e. perceived desirability and perceived feasibility) and the theory of planned behaviour (TPB) (i.e. attitudes toward the behaviour, subjective norm and perceived behavioural control) explains more of the variance relating to the intention to become an entrepreneur than individual EET or TPB models.

Survey information from 192 students from three universities in the Ukraine was hand collected. Structural equation modelling was used to test the hypotheses presented.

Models relating to EET, the TPB and the ICM explained 40 per cent, 55 per cent and 60 per cent of the variance in the entrepreneurial intention dependent variable, respectively. Students reporting higher levels of perceived desirability, perceived feasibility, attitude toward the behaviour (i.e. enterprise) and perceived behavioural control were more likely to report the formation of entrepreneurial intentions. No significant negative interaction effect between perceived desirability and perceived feasibility was detected.

The study does not evaluate the benefits of enterprise modules. The results can be generalised to the Ukraine and comparable transition economy contexts.

The formation of entrepreneurial intentions in more students could be increased if enterprise teaching seeks to nurture higher levels of attitude toward the behaviour (i.e. enterprise), and higher levels of perceived behavioural control.

Structural equation modelling was used to test the predictive accuracy of EET, TPB and ICM perspectives. Direct and indirect effects between factors and the intention to become an entrepreneur were considered.

This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text, on the attitudes and behavioral intentions of restaurant customers, and to see if the impact varies across four categories of social causes (health, animal welfare, human services and the environment).

This experimental study uses a 2 (type of message) × 4 (cause category) between-subjects design.

Restaurant messages that combine text and visuals are more effective than restaurant messages with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions).

The messaging strategies suggested by this research will allow the restaurant industry to capitalize on the value of cause-related marketing initiatives.

This research contributes to the hospitality literature by expanding the realm of research on effective cause-related marketing initiatives.

The purpose of this paper is twofold: first, to examine the influences of theory of planned behavior (TPB) constructs (i.e. attitude, subjective norm, and perceived behavioral control (PBC)) on individuals’ volunteer intention for future sporting events, and second, to investigate the moderating effects of brand reputation and moral obligation in the relationships between TPB constructs and volunteer intention.

The sample consisted of 107 volunteers at the 2009 NCAA Men's Basketball Tournament. Moderated hierarchical multiple regression analysis was used to test the hypothesized relationships of the model.

Subjective norm and PBC were significantly associated with volunteer intention. Brand reputation was found to be a moderator in the relationships between attitude and volunteer intention and between subjective norm and volunteer intention, and moral obligation moderated the relationship between PBC and volunteer intention.

Sporting events/volunteer managers must understand individuals’ decision-making process with respect to volunteering at sporting events and important insights into new strategies to increase volunteer recruitment, retention, and reliability.

Because sporting event managers face considerable obstacles in recruiting and retaining a volunteer workforce, an enhanced understanding of volunteering may highlight new ways to remove obstacles to being a volunteer to the benefit of individuals and society.

This paper emphasizes the importance of brand reputation and moral obligation as moderators of the effects of the TPB constructs on volunteer intention in the context of sporting events.

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.