• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.332-343
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• 2020

As a study on the purchase intention of digital music, the research applied the Extended Model of Goal-directed Behavior(EMGB) with the perceived value and empirically evaluated the impact of variables such as attitude, subjective norms, positive and negative anticipated emotions, perceived behavioral control and desire on the purchase intention. The study was conducted using a survey data collected from valid questionnaires of 342 copies aimed at Chinese mobile music application users and employed the structure equation model. The findings indicate that attitude, negative anticipated emotions, perceived behavioral control towards digital music purchasing and the frequency of past behavior positively influenced users' desire for digital music purchasing. Another result has been confirmed that perceived value, which was an added variable, showed a significant impact on attitude. Along with the frequency of past behavior and desire, perceived value also exerted positive influence on purchase intention.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.4
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• pp.57-68
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• 2020

This study analyzed the factors affecting the reemployment intention of the baby boomer. To this end, an extended Model of Goal-directed Behaviors(MGB) was set as a research model. The extended MGB used in this study added economic readiness and social capital to attitudes, subjective norms, positive anticipated emotions, and perceived behavioral control variables as independent variables. The desires was set as a mediating and the reemployment intention was set as the dependent variable. The research model was empirically analyzed with 201 baby boomers. Empirical analysis showed that economic preparation had a negative effect on reemployment intention, and social capital had a positive effect on reemployment intention. Economic preparation rather than social capital was found to have a stronger impact on the intention of reemployment. Attitudes, subjective norms, positive anticipated emotions, and perceived behavioral control variables were not tested for a significant direct effect on reemployment intention. They were found to have a significant influence on reemployment intention through the mediating of desires. Based on the results of this empirical analysis, academic and practical implications were presented.