• Asia Marketing Journal
• /
• v.11 no.3
• /
• pp.1-29
• /
• 2009

The purpose of this study is to develop a service norm construct influencing behavioral intention in a service purchasing situation and investigate how the construct is related with other constructs in the theory of planned action model. Furthermore, a moderating variable, self-monitoring concept, in the model is considered. As a result, the influence of attitude, subjective norm, and perceived control on behavioral intention were all significant. Other consumers' norm was a significant factor affecting behavioral intention. Service provider norm, however, was not significant. In addition, self-monitoring played a moderating role in the model. The implication of this study is that service company or manager should consider service customer compatibility because focal customers are conscious that they face other customer's response.

• Journal of Distribution Research
• /
• v.8 no.2
• /
• pp.85-101
• /
• 2003

The purpose of this study is to identify the factors that influence the decision of participation in B2B E -marketplaces and explain the nature of their influence on the decision. Using survey data from 135 senior managers in business-to-business firms, the authors analyzed factors affecting the participation intention of e-marketplaces. We found that expected benefits, switching costs, the primary task environment, the secondary task environment, the macro environment, technological opportunism and complimentary asset have a significant relationship with the intention of participation in E-marketplaces. Finally, we discuss several theoretical and practical implications, and suggest limitations for the research and future research issue.

• The Journal of the Korea Contents Association
• /
• v.21 no.12
• /
• pp.888-895
• /
• 2021

The aim of this study is to investigate the effects of climate messages using vegetable consumption arguments on social media. This study examines how interestingness and comprehension of messages affect social media responses and participation in campaigns as well as the moderating effect of the interest in vegetarianism (IV). The results indicate that interestingness and comprehension led to social media responses and participation in campaigns. The moderating effect of IV was significant.

• Journal of the Korea Convergence Society
• /
• v.10 no.1
• /
• pp.163-176
• /
• 2019

The purpose of this study is to examine the impact of PM consultant leadership competence on consulting repurchase intention and the impact of SME CEO participation on consulting repurchase intention. The validity of the measurement model was secured through CFA (Confirmative Factor Analysis) for the questionnaire data, and consistency was secured through the same method convenience, and significant results were obtained. In other words, not only the ability of PM consultant in repurchase of consulting is important, but also confirms that repurchase intention differs according to the participation of manager. Therefore, the performance that manager feels depends on the degree of manager's interest in repurchase and plays an important role in repurchase. As a result, it is important for PM to report to manager and / or make the manager participate in consulting process so that manager can be interested. In this study, it is difficult to generalize the relationship between PM's leadership role and manager's involvement in the repurchase intention. However, it is meaningful that PM's competence as well as management's participation are very important, and that this study figured out which drection PM's leadership should focus on. The purpose of this study is to investigate the effect of the variables on the repurchase intention.

• Information Systems Review
• /
• v.22 no.1
• /
• pp.125-146
• /
• 2020

With the penetration of the Internet and e-commerce, a 'crowdfunding' has emerged as a new way of financing. Crowdfunding has the advantage for a person to able to a simple way to finance her/his an innovative product or service from crowd. However, the success rate for crowdfunding projects is less than half. In this study, we introduce social exchange theory to explore the impact of trust and perceived psychological risk on the intention to participate in a crowdfunding website. Different from previous studies that have focused on a crowdfunding creator, we consider two different perspectives of a project creator and a project supporter. In addition, we compare perceptions of crowdfunding in different cultural contexts by conducting survey in two different countries Korea and Austria. Result shows that trust in recommendation and trust in website have different impacts on the intention to participate from two different perspectives. It also shows that perception of the quality and transparency of information provided by crowdfunding website has greater impact on trust in Korea than that in Austria. In case of perception of psychological risk, it has a negative impact on Austria's intention to create or support a project. On the other hand, it has relatively small impact on the intention to support and does not affect the intention to create a project in Korea.

• Journal of the Korean Applied Science and Technology
• /
• v.40 no.5
• /
• pp.1081-1091
• /
• 2023

This study examined the causal relationship between exercise satisfaction and behavioral intention experienced by participating in park golf with passion. The target was 189 park golf participants, and The subjects of the survey were those living in Sejong City and playing park golf from July 20 to September 14, 2023. SPSS 21.0 was used for data analysis. In addition, the influence relationship between each factor was examined through frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis. Research results: First, passion had a positive effect on exercise satisfaction. Second, passion was confirmed to have a positive effect on behavioral intention. Third, exercise satisfaction had a positive effect on behavioral intention. This means that the thermal emotions of park golf play a role in increasing satisfaction and behavioral intention. If an environment is created where participants' passion does not decrease, it will have an impact on expanding the base of park golf.

• Science of Emotion and Sensibility
• /
• v.13 no.1
• /
• pp.163-178
• /
• 2010

Emotional associations formed in the relationships between the consumer and luxury brands can be approached via examining the roles these associations play when they account for the brand equity of the luxury brands. The present study is an exploratory examination on the effects a battery of emotional relationships exert upon the consumers' intention to participate in promotional activities and in communities built around the brand, which is a crucial part of the luxury brand's equity, in regards to Korea's burgeoning import auto market. Participants who completed the survey are professionals such as medical doctors, lawyers, accountants, and university professors. Included in the analyses are the top six automobile brands in sales(i.e., BMW, Lexus, Mercedes-Benz, Honda, Audi, and Volkswagen), and the scores that the respondents provided regarding the way they relate themselves to particular foreign car brands are analyzed and yield six different groups of emotional associations(i.e., affection, identification, indispensability, reliability, intimacy, and awe). The brand equity is measured with three variables that show the levels of the consumer's participatory intentions toward each brand are analyzed in order to elicit the antecedent variables and their impact on the participation variables in the regression models. When the respondents are divided into two groups by the levels of brand knowledge(i.e., scores drawn from the respondent's capability of correctly linking specific automobile brands with the corresponding corporate brands), consumers with higher brand knowledge show distinct patterns of influential variables, as they differentiate themselves from less knowledgeable consumers in terms of the influential antecedent variables accounting for the consumer's intended participation.

• Journal of the Korean Applied Science and Technology
• /
• v.40 no.2
• /
• pp.268-276
• /
• 2023

The purpose of this study is to investigate how the presence experience of virtual reality sports room class affects the intention to participate in sports activities when pleasure and immersion are experienced. For the survey, a total of 300 people, 60 copies each, were sampled for the upper grades of elementary school, and a total of 276 copies of data were used for the study, excluding 24 copies with insincere answers from among the questionnaires. The data processing used in this study was SPSS ver. 24.0 and AMOS ver. 24.0 Statistical program was used to perform confirmatory factor analysis, frequency analysis, Cronbach's α coefficient calculation, correlation analysis, and structural equation model analysis. Through this procedure, the following results were derived. First, the presence experience of the virtual reality sports room class had a positive effect on enjoyment. Second, the relationship between enjoyment and immersion in virtual reality sports room classes had a positive effect. Third, the enjoyment of the virtual reality sports room class had a positive effect on the intention to participate in sports activities. Fourth, the class immersion of the students who participated in the virtual reality sports room had a positive effect on their intention to participate in future sports activities.

• 한국체육학회지인문사회과학편
• /
• v.55 no.5
• /
• pp.593-604
• /
• 2016

The purpose of this study was to examine the effect of teaching behaviors perceived by college students' participating in liberal dance classes on learning motivation and continuous participation intention. The main target audience of this research is college students who participate in liberal dance classes in five universities in Seoul and Gyeonggi. By using purposive sampling among non probability sampling, totally 330 papers had been distributed, and 314 questionnaires had been used for practical analysis. The data process was performed by frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, structural equation modeling. The results were as follows: First, teaching behaviors perceived by college students' participating in liberal dance classes had a significant effect on learning motivation. Secondly, teaching behaviors perceived by college students' participating in liberal dance classes had a significant effect on continuous participation intention. Lastly, learning motivation perceived by college students' participating in liberal dance classes had a significant effect on continuous participation Intention. Lastly, there was the mediating effect of learning motivation was inspected in the relationship between teaching behaviors perceived by college students' participating in liberal dance classes and continuous participation intention.

• Journal of the Korean Society of Marine Environment & Safety
• /
• v.29 no.7
• /
• pp.750-759
• /
• 2023

The Korean government and industry practitioners have rapidly increased their interest in marine healing programs after the COVID-19 pandemic. However, research related to understanding the perceived usefulness, participant satisfaction, and benefits of marine healing experience from a consumer-oriented perspective is still lacking. This study used the post acceptance model to continuously examine the relationship between the perceived usefulness, expectancy confirmation, participant satisfaction, and intention to participate in a marine healing program. A survey was conducted by trained interviewers every weekend from September to October 2022 on the participants of marine healing programs in Busan city, and 203 samples were used for the analysis. The results showed that expectancy confirmation for the marine healing program positively affected satisfaction with the program and the perceived usefulness of the program. Moreover, satisfaction of the participants with the marine healing program positively affected their intention to continue participating. Additionally, the perceived usefulness of the healing program positively affected program satisfaction and continuous participation intention.