• 한국식생활문화학회지
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• 제29권5호
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• pp.406-414
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• 2014

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

• 한국의류학회지
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• 제39권3호
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• pp.433-445
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• 2015

This study examines factors that influence consumer behavior regarding the usage intentions and repurchasing behavior of counterfeits. Based on the Theory of Planned Behavior by Ajzen (1991), this study looks at the impact of attitude, subjective norm, perceived behavioral control, as well as the moral norm of consumers about intentions to use and repurchase counterfeits. An online survey was conducted on males and females over the age of 20 with previous experiences of purchasing counterfeits; subsequently, 209 responses were collected and analyzed. The covariance structure model was used to analyze the data in order to measure the factors that influence the usage of counterfeits and repurchasing behavior. The results show that attitude, subjective norm, and perceived behavioral control have significantly positive effects on usage intentions, while moral norm has a significantly negative effect on usage intentions. Usage intentions also have a significantly positive effect on repurchasing behavior and confirmed that usage intentions functions as the mediator. The variables that influence usage intentions are attitude, perceived behavioral control, moral norm, and subjective norm, in descending order. Consumer attitudes towards counterfeits is a major factor that influences usage intentions. Therefore, ethical problems should be emphasized to encourage a negative attitude towards counterfeits. This study identifies an important aspect to show that usage intentions toward counterfeits, and not purchasing intentions, influences repurchasing behavior. Findings are significant in that they reveal the role of the moral norm variable added to the TPB model.

• 대한영양사협회학술지
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• 제26권3호
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• pp.208-220
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• 2020

In modern society, the online to offline (O2O) market has become an emerging market. Based on social and cultural phenomena, the importance of "FOODTECH" linked with mobile applications is growing in the food and restaurant industry. This study examined subjective food application service quality, perceived value, and post-purchase behavior intentions. According to this study, of foodtech service quality attributes, only information, mobility, and reliability had positive (+) relationships with perceived value. However, foodtech service quality attributes did not have a direct impact on behavior intentions. Perceived values had a positive (+) relationship with behavior intentions and showed full mediation effects between foodtech service quality attributes and behavior intentions. Based on these results, future research on the relationship among food application service quality, perceived value, and post-purchase behavior intentions is needed.

• 보건의료산업학회지
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• 제7권4호
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• pp.153-165
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• 2013

This study aims to analyze how the competencies of specialized hospitals affect the customer behavior intentions. The research involved 14 specialized hospitals among 42 nationwide, which are selected by the Ministry of Health and Welfare in 2007. The results of the study are below. First, the competencies of specialized hospitals are emotional attachment and customer satisfaction proved to have the significant relationship. Second, the competencies of human resources and technology-related resources has a moderating effect with accessibility while the ability of material effect doesn't have such relation. Third, it was verified that the emotional attachment formed the customer satisfaction. Fourth, it turned out that the emotional attachment and customer satisfaction has the significant influence on customer behavior intentions. In conclusion, the competencies of specialized hospitals influences on the customer behavior intentions through the mediating effects of emotional attachment and customer satisfaction.

• Asian Pacific Journal of Cancer Prevention
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• 제15권19호
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• pp.8461-8467
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• 2014

Background: In this study we investigated factors influencing cancer screening intention and behavior to develop measures to increase the rate of cancer screening in the Korean elderly. Materials and Methods: Participants included 425 elderly subjects 65 years of age or older from D city, South Korea. The health behavior characteristics and cancer screening-related and theory of planned behavior (TPB) factors influencing the participant attitudes on cancer screening were examined to identify determinants significantly affecting cancer screening intentions and behavior. Results: Predictive factors influencing cancer screening behavior included smoking, exercise, cancer concerns, preference for the type of cancer screening, prior experience with the National Cancer Screening Program, perception of the National Cancer Screening Program, behavioral control with respect to cancer screening and cancer screening intentions. The factors influencing cancer screening behavior were different from those for cancer screening intentions. Conclusions: Increasing the cancer screening intentions of the elderly is necessary to raise the rates of cancer screening. Additionally, identifying the inhibitory factors that serve as obstacles to cancer screening in the elderly and changing screening intentions into actual screening behavior is necessary. This study provides a reference for developing and applying policy measures and intervention strategies to increase the cancer screening rates of the elderly in Korea.

• International Journal of Human Ecology
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• 제10권2호
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• pp.39-54
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• 2009

This research investigates the differences in sportswear purchasing behavior between global consumers in Korea and China. Korean and Chinese consumers showed significant differences in purchasing behavior. Brand personality, perceived price, and brand loyalty showed a significant, positive relationship with purchase intentions across both cultural groups. The results identified two lifestyle categories for Korean and Chinese consumers: Adventurer and Follower. The consumers of each lifestyle group have significantly different views regarding brand equity and purchase intentions. Several marketing implications are discussed in this paper.

• 대한지역사회영양학회지
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• 제8권1호
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• pp.53-61
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• 2003

This study was designed to explain the intentions and consumption of dairy foods among university female students. The factors related to intentions of consumption or actual consumption of dairy foods were identified within the theory of planned behavior. The survey questionnaire, developed using open-ended questions (n=35) , was administered to university female students (n:184) Subjects completed information regarding attitudes, subjective norms, perceived control, intentions and consumption of dairy foods. Correlation analysis and multiple regression were used to study the association of factors with intentions and consumption of dairy foods. Subjects showed relatively low intention to consume dairy foods (-0.4 $\pm$ 1.6 from a scale of -4-14). They ate 1.2 $\pm$ 0.9 servings of dairy foods a day and 52.2% of subjects had less than a serving a day, showing inadequate consumption of dairy foods. All three factors, attitudes, subjective norms and perceived control were significantly correlated to the intentions to take dairy foods regularly (r : 0.26-0.27) . Multiple regression results, however, revealed that subjective norms (p < 0.01) and perceived control (p < 0.05) contributed to the model of explaining intentions, while attitudes did not (model $R^2$ : 0.154) . To predict and explain actual consumption of dairy foods, two regression models were examined. In the first model, perceived control was significant in predicting dairy foods consumption, while attitudes and subjective norms were not. In the second model, intentions and perceived control were significantly related to actual consumption of dairy foods, providing the empirical evidence of the theory (model $R^2$: 0.121) These results suggest that perceived control was significant in explaining actual behavior as well as intentions. This study suggests that nutrition education to increase dairy foods consumption for young adults should focus on increasing perception of control and eliciting social support from respected others.

• Human Ecology Research
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• 제56권1호
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• pp.15-32
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• 2018

This study analyzes difference in consumers' and front-line workers' perceptions on 'consumer complaint behavior with hateful intentions' though the Co-orientation Model in three dimensions. In addition, we seek to contribute to reducing the conflict between consumers and front-line workers in the service contact point by finding factors that affect the difference in perception between two parties. This study findings and implications are as follows. First, Taking a look at the mutual orientation between consumers and front-line workers, mutual perceptions have been found to match in agreement but with a significant difference in perceived agreement (congruence), which indicates that the internal perceptions of both consumers and front-line workers do not match. The findings confirm that consumers and front-line workers have different perspectives on consumer complaint behavior with hateful intentions and therefore raise a need for efforts and institutional devices for improvement. Second, the study has found that consumers' economic responsibility as part of their social responsibilities and front-line workers' perceptions on consumers' civic responsibility affect the perception difference between these two groups and suggest a need for educating consumers about economic responsibility. Meanwhile, unlike consumers, front-line workers view consumers' complaint behavior with hateful intentions from an ethical point of view, raising a need for a transition of perspectives on complaint behavior with hateful intentions.

• 한국콘텐츠학회논문지
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• 제11권3호
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• pp.440-448
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• 2011

본 연구는 호텔 서비스 품질과 고객의 자발적 행위가 행동의도에 미치는 영향을 규명하고자 서울 및 인천지역에 위치한 4개의 특급호텔을 대상으로 124개의 표본을 SPSS 15.0과 AMOS 7.0 통계패키지를 이용하여 확인요인분석과 경로분석(Path Analysis)을 실시하였다. 그 결과 서비스 품질의 공감성 요인이 고객의 자발적 행위의 세 가지 요인 모두에 영향을 주는 것으로 나타났으며, 고객의 자발적 행위의 협조는 고객의 행동의도 두 가지 요인 모두에 영향을 미치는 것으로 나타났지만, 충성도와 참여는 종속변수 중 재방문요인에만 영향을 주는 것으로 나타났다. 따라서 본 연구는 호텔 서비스에 있어 종사원들이 고객에 대한 개별화된 관심이 매우 중요하다는 것을 시사하고 있으며, 이는 호텔과 고객 간의 더욱 중요한 역할로 작용하여 고객의 행동의도에 영향을 미친다는 실증적인 연구결과를 도출하였다는데 그 의의가 있다.

• The Journal of Asian Finance, Economics and Business
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• 제7권3호
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• pp.167-175
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• 2020

The study aims to examine the relationships between service quality, experience value, relationship quality and behavior intentions. Validated measurements were identified from a literature review. The total of 309 valid respondents were used in this research. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on the 309 responses using confirmatory factor analysis and a structural equation modeling, accordingly. In addition, this study systematized the concepts, defined and tested the component scales of the relationship model between service quality, experience value, relationship quality and behavior intentions from the collected data, which helps to adequately identify the relationship between the factors in the model as well as the impact. The findings confirm that service quality influences experience values, relationship quality and purchase intention. Service quality, experience value, relationship quality and behavior intentions altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. Contributes to a better fit between relationship marketing models and managerial practice in business markets. This study provides managerial implications regarding service quality and experience value so that firms and marketers can consult and apply. Managers should not only focus on the improvement of service quality but overall strategic planning.