Mobile Marketing: The Role of Perceived Benefits

Pourabedin, Zahra; Migin, Melissa Wendy; Jeeva, Ananda

doi:10.1166/asl.2015.6142

Cited by 1 publication

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“…According to Ajzen (1991) , additional variables can be added to the TPB when they are empirically found to be significant to the original constructs. For example, the perceived benefits ( Willis et al, 2015 ), which are generally associated with perceived value and behavioral intentions ( Pourabedin et al, 2015 ), can be added, because the perception of the benefits of bike-sharing not only affects the intention to cycle for transportation but also influences a college student’s decision on selecting bike-sharing. Perceived benefits have been widely recognized as an important factor in behavioral analysis.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Predicting College Students’ Bike-Sharing Intentions Based on the Theory of Planned Behavior

Chen

2022

Front. Psychol.

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Shared bicycles are sustainable and effective transportation tools in college campuses. Accordingly, this study aimed to assess the behavioral intention of college students toward bike-sharing as an environmentally friendly and social mode of travel. It applied the Theory of Planned Behavior framework to a bike-sharing context and explored the impact of perceived benefits and government policy on college students’ bike-sharing usage. A survey of 934 college students was conducted in Zhejiang province to test the proposed model, and 782 were valid. The findings pointed out that attitude, subjective norms, and perceived behavioral control have a significant and positive impact on college students’ intentions toward bike-sharing. Meanwhile, the empirical results revealed that perceived benefits and government policy were the important factors driving college students’ intention and behavior for bike-sharing usage. Moreover, the results ascertained that the intention was aligned with actual actions; eventually, some targeted managerial implications are presented. This study enhances the current understanding of the usage behavior of college students in bike-sharing and provides timely insights for government policymakers and enterprise operators to promote sustainable bike-sharing practices in China and other countries.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Predicting College Students’ Bike-Sharing Intentions Based on the Theory of Planned Behavior

Chen

2022

Front. Psychol.

View full text Add to dashboard Cite

show abstract

Mobile Marketing: The Role of Perceived Benefits

Cited by 1 publication

References 0 publications

Predicting College Students’ Bike-Sharing Intentions Based on the Theory of Planned Behavior

Predicting College Students’ Bike-Sharing Intentions Based on the Theory of Planned Behavior

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