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| The Matching Effect of Structured Time-Schedule and Efficacy on Consumers’ Participation Behavior |
| DONG Zerui，DU Jiangang，DUAN Shen |
| 1. Nankai University，Tianjin, China； 2. Renmin University of China, Beijing, China |
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Abstract This study researchesonthe process and mechanism underlying the matching effects of time-schedule and efficacy on willingness to participate through three situational experiments and one field investigation. The following conclusions were drawn separately: Study 1(within-) and Study 2(Between subjects) demonstrated that tight time-schedule and self-efficacy(vs. response efficacy) matching, loose time-schedule and response efficacy(vs. self-efficacy) matching improved individual’s willingness for activity participation. Study 3 demonstrated that the impact of tight time-schedule and self-efficacy matching, loose time-schedule and response efficacy matching on the willingness to participate in activities was achieved through the mediation role of perceived fluency. Study 4 verified the main conclusions of this paper again through a field investigation.
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Received: 10 April 2019
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