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Rahmat Heru Setianto
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Faculty of Economics and Business, Universitas Airlangga, JL. Airlangga 4 Surabaya, 60286
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Jurnal Manajemen Teori dan Terapan
Published by Universitas Airlangga
ISSN : 19793650     EISSN : 25482149     DOI : 10.20473/jmtt.v13i1.14399
Core Subject : Science, Education,
Decision Sciences, Operations Research & Management Education
Arjuna Subject : -
Articles 3 Documents
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Search results for , issue "Vol. 19 No. 1 (2026): In progress (April 2026)" : 3 Documents clear
Explaining Webrooming Intention through Extended TAM and TPB: Insights from Gen Y and Z Travelers Octaviani, Natasya; Yudhistira, Putu Gde Arie
Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan) Vol. 19 No. 1 (2026): In progress (April 2026)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v19i1.84355

Abstract

Objective: This study investigates the determinants of webrooming intention among Generation Y and Z travelers by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), extended with need for interaction and online perceived risk. Design/Methods/Approach: Using data from 479 travelers, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA) to examine both sufficient and essential conditions that shape webrooming intention. Findings: Perceived usefulness of online search, attitude, subjective norm, perceived behavioral control, and need for interaction significantly drive travelers’ webrooming intention, while perceived ease of online search indirectly affects intention through attitude. The NCA findings indicate that perceived usefulness and subjective norm serve as small but significant necessary conditions. Originality/Value: This study contributes to the existing literature on multichannel consumer behavior by integrating TAM and TPB with interactional and risk-related constructs that explain webrooming decisions among Gen Y and Gen Z travelers. It further advances the literature by being the first to combine PLS-SEM and NCA to examine webrooming intention in the tourism context. Practical/Policy implication: Tourism businesses should enhance the usefulness and credibility of online information, strengthen offline reassurance through personal interaction, and design integrated online–offline strategies that support travelers’ multichannel decision-making.
From Awareness to Action: Decoding the Green Gap in Sustainable Fashion Consumption Using the Information-Motivation-Behavioral Skills Anisah, Tiara Nur; Haryanto, Eri; Andika; Nanda, Pooja; Wandika, Daniel
Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan) Vol. 19 No. 1 (2026): In progress (April 2026)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v19i1.85259

Abstract

Objective: This study aims to decipher the "attitude-behavior gap" in the sustainable fashion market by adapting the Information-Motivation-Behavioral Skills (IMB) model. It investigates how Sustainable Awareness (Information) and Intrinsic Motivation influence Sustainable Consumption Behavior Intention, with a specific focus on Green Self-Efficacy as the central mediating mechanism. Design/Methods/Approach: A quantitative research design was employed, utilizing primary data collected from 235 consumers via an online survey. The hypothesized relationships within the IMB framework were tested using Partial Least Squares Structural Equation Modeling to ensure robust predictive validity. Findings: The empirical analysis reveals a significant anomaly: Sustainable Awareness does not directly influence purchase intention, confirming that environmental knowledge alone is insufficient to drive action. Conversely, Intrinsic Motivation emerges as a strong direct predictor. Crucially, Green Self-Efficacy functions as a pivotal bridge; it fully mediates the relationship between awareness and intention, and acts as a partial mediator for intrinsic motivation. Originality/Value: This study contributes to the existing literature on sustainable consumer behavior by adapting the IMB model, typically restricted to health psychology, to the context of fashion marketing in an emerging economy. Unlike previous research that relies heavily on the Theory of Planned Behavior, this study demonstrates that bridging the "green gap" requires a capability-based approach, validating that Green Self-Efficacy is the critical mechanism required to translate passive awareness into active purchasing intentions. Practical/Policy implication: Given the results, managers should shift their strategies from simple environmental education to consumer empowerment. Managers are advised to enhance green self-efficacy through transparent labeling and "lifestyle" narratives that simplify decision-making, thereby helping consumers feel competent to translate their intrinsic motivation into actual purchasing behavior. Additionally, policy initiatives should focus on removing pragmatic barriers to support this transition.
Impulse Buying in E-Commerce Livestreaming: A Dual-Process Examination of Flash Sales and Gender Differences Andika; Luthfiana, Della Nanda; Nadia; Anisah, Tiara Nur
Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan) Vol. 19 No. 1 (2026): In progress (April 2026)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v19i1.86819

Abstract

Objective: This study examines how scarcity cues embedded in flash sales in e-commerce livestreaming environments influence impulse buying behavior. Drawing on the Stimulus–Organism–Response (SOR) framework and the Technology Acceptance Model (TAM), the study distinguishes between quantity-based and time-based scarcity and explores how these cues shape consumers' cognitive and emotional responses. The model proposes a sequential process in which perceived usefulness and positive emotions strengthen the urge to buy impulsively, thereby leading to impulse buying behavior. Gender is also examined as a moderator of the structural relationships in the model. Design/Methods/Approach: Data were collected via an online cross-sectional survey of 308 consumers with prior experience purchasing through livestreaming commerce platforms. The model was tested using partial least squares structural equation modeling, including sequential mediation and multigroup analysis. Findings: Both quantity-based and time-based scarcity significantly increase perceived usefulness and positive emotions, with quantity-based scarcity showing stronger effects. Perceived usefulness mediates the relationship between scarcity cues and the urge to buy impulsively, whereas the emotional pathway is significant only for quantity-based scarcity. The urge to buy impulsively emerges as the strongest predictor of impulse buying behavior. Gender differences appear only in the final stage of the process, where the conversion of the urge to buy impulsively into actual purchasing behavior is stronger among female consumers. Originality/Value: This study contributes to impulse-buying research by integrating the SOR framework with the TAM to explain the sequential process linking scarcity cues, cognitive and emotional evaluations, motivational activation, and purchasing behavior in e-commerce livestreaming environments. Practical/Policy implications: The findings suggest that the effectiveness of flash sales in livestream settings depends on reinforcing perceived usefulness before activating urgency cues and ensuring frictionless checkout when consumers’ purchase motivation peaks.

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