Abstract:

In consumer behavior fields, goals effects focus on the impact of goals on information processing at the product choice stage. Little attention has been given to the effect of goals on consumption behavior at postpurchase stage. The paper examines how consumption goals influence consumption behavior in consumption context. To be specific, we investigate which consumption goals affect active consumption behavior and the role of implementation intention in the relationship between the consumption goals and active consumption behavior. Results show that clear, autonomous, and intrinsic consumption goals have significant impacts on active comsumption behavior. The implementation intention mediates the effect of the goal on the active consumption behavior.

Key words: consumption goals, implementation intention, active consumption behavior