The structural model of behavioral change through fun activities

Ronny Kountor

doi:10.1921/swssr.v18i2.902

Authors

Ronny Kountor Binus University International, Jakarta, Indonesia

DOI:

https://doi.org/10.1921/swssr.v18i2.902

Abstract

The aim of this study is to examine the structural model used in explaining the impact of fun activities in changing a person’s behavior toward that activity. This is a cross-sectional survey of 116 respondents that made used of two-step structural equation modeling with maximum likelihood estimation. There is a significant positive impact of attitude toward fun and fun activities, there is significant impact of fun activities and behaviors. However, there is no direct effect of attitude on fun and behavior. Fun activities affect role perception. However, role perception does not affect behavior. The finding of this study may have a significant contribution to those who intent to attract people in participating for an activity which previously they are not interested in, or in creating more attention for an activity.

Author Biography

Ronny Kountor, Binus University International, Jakarta, Indonesia

Business School

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