• 한국의류학회지
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• 제27권8호
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• pp.892-903
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• 2003

Korean Internet shopping malls, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers especially in purchasing fashion goods. Utilizing Ajzen and Fishbein(1980)'s Behavioral Intention Model, which postulates that behavioral intention is determined by attitude and subjective norm, this study identified behavioral intentions toward purchasing foreign fashion goods through Korean Internet shopping malls and the differences of behavioral intentions according to consumers’purchasing experiences on the Internet shopping malls. The data were gathered by surveying female university students living in the Seoul metropolitan area, Korea, and 222 questionnaires were used in the statistical analysis. Mean, standard deviation, factor analysis, t-test, cross tabulation, and $\chi$$^2$ analysis were used. The results indicated that purchasers had more favorable attitudes and subjective norms and higher behavioral intentions than non-purchasers. With respect to attitude, there were significant differences in behavioral beliefs and evaluation of outcomes for the variety and scarcity value factor. With respect to subjective norm, there were no significant differences in normative beliefs and motivation to comply toward friends, people who had purchasing experiences, fashion magazines. and celebrities between the two groups.

• 한국생활과학회지
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• 제12권4호
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• pp.417-432
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• 2003

The purpose of this study was to investigate the relationships between mother's beliefs on child rearing and children's self-perceptions. The subject of this study were comprised of 167 children aged 8-10 in Iksan & Kunsan city from Dec. 2 to Dec. 8, 2000. The children's self-perceptions were assessed by the self perceptions profile for children. Mother's beliefs questionnaire, developed by Okagaki and Sternberg, was used to obtain the data on mother's beliefs of parenting. The methods of analyses included basic descriptive categorical analysis as well as t-test, one way ANOVA-test, and multiple regression analyses. The major findings from the analyses are as follows: First, a significant difference was found in the degree of mother's beliefs about child rearing by mother's religion(p<.01), mother's education(p<.05), income(p<.001), level of life (p<.0l), mother's job, mother and fathers' agreement of child rearing(p<.05), relationship between mother and child(p<.05) in independence but a significant difference was not found in the degree of mother's beliefs about child rearing in accommodation. Second, the levels of children's scholastic performance were related to higher levels of mother's education(p<.001), mother's income(p<.001), mother and fathers' agreement of child rearing(p<.01). The levels of children's social competence was related to higher, child's gender (p<.01); girls were higher than boys. The levels of children's athletic abilities were not significant. The levels of children's physical appearance was related to higher levels of mother's education(p<.01), mother's income(p<.01), level of life(p<.05), mother's marriage(not divorce)(p<.01). The levels of children's behavioral conduct were related to higher levels of child's gender (p<.05), mother's education(p<.01), mother's income (p<.01), relationship between father and child(p<.0l). The levels of children's global self worth were related to higher levels of mother's age(p<.05), mother's education(p<.001), level of life(p<.05). Third according to the multiple regression analyses for the relationships between mother's beliefs about child rearing and children's self perceptions, mother's beliefs on the creativity were related to higher levels of children's scholastic performance, social competence, and mother's beliefs on the problem solving skills to higher levels of children's behavioral conduct and mother's beliefs on the accommodation to lower levels of children's scholastic performance, social conduct.

• 한국식품영양학회지
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• 제29권6호
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• pp.952-961
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• 2016

The objective of this study is to examine the effects of consumer beliefs regarding three food certifications on their behavioral intention and the behavioral intention biases to purchase (purchasing intention biases) certified agricultural products as predicted by a subjective probability model. The food certifications used for this study are 'Organic food', 'Traceability system of food products,' and 'Hazard Analysis Critical Control Point (HACCP)'. Tofu (bean curd) was selected as being representative of agricultural food products, for the purposes of this study. In 2016, we surveyed 243 consumers regarding the strength of their belief regarding their prior beliefs relative to each certification, as well as the strength of their intention to purchase certified tofu based on their belief strengths for this study. The study resulted in the following findings: Firstly, consumers hold more than two different prior beliefs for each of the three certifications included in this study. Consumers' prior beliefs regarding these certifications have an impact on their consideration as to whether they plan to buy those certified agricultural products. Secondly, consumers try to persuade themselves to ensure that their particular belief about the product's certification could lead to a purchasing decision regarding that agricultural product.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2006년도 추계학술대회
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• pp.303-306
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• 2006

Understanding of the adoption and use of mobile internet (MI) services may have a significant issue on business communication practices. But few empirical studies have made a distinction between users' pre-adoption beliefs and post-adoption beliefs on MI services. Most researches of MI services, moreover, do not consider the characteristics of MI services. This paper reports results of a research on the comparison of users' beliefs between adopting and using MI services. We consider two beliefs which are object-based beliefs and behavioral beliefs. Using constructs from the two beliefs, a model will test to observe the determinants of the MI services adoption and continued use intention based on the survey data. Understanding beliefs' distinction is important to manage MI services and increase the profit of MI services over time.

• 대한지역사회영양학회지
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• 제8권6호
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• pp.867-875
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• 2003

The purpose of this study was to investigate the psychosocial factors influencing dairy product consumption of female university students in Daejeon. The Theory of Planned Behavior provided the basis for this study. As a result of the pilot-study, 18 behavioral beliefs, 8 normative beliefs, and 12 control beliefs were identified. The subjects (n=236) were grouped into a high-consumption group (1 serving/day, n=117) and a low consumption group (< 1 serving/day, n=119). The data were analyzed using t-tests or $\chi$$^2$-tests. Among the general characteristics, there were significant differences in the amount of pocket money spent per month, residence type (p<0.01), weight, frequency of exercise and perceived health status (p<0.05) of the subjects. With respect to the 18 behavioral beliefs, the high consumption group responded less negatively on ‘eating dairy foods would not be convenient’ than the low consumption group (p<0.05). None of the subjective normative items were significantly different between the two groups. However, notable differences were found in regard to the control beliefs (8 out of 12 control beliefs). These included overall control over consuming dairy products (p< 0.001), as well as specific beliefs regarding barriers such as easy spoilage of dairy products, the cost, eating them for snacks and dislike for them (p<0.05). In addition, specific situations, such as ‘when I want them I get them’ (p<0.01), eating out and the availability of dairy foods at home (p<0.05) were significantly different between the two groups. The high consumption group showed more control over these barriers or situations. These results suggest that nutritional education for young female adults should incorporate strategies to increase their perceived control over the consumption of dairy products by removing barriers and including environmental approaches which address the availability issues.

• 수산경영론집
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• 제47권3호
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• pp.71-92
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• 2016

This study examines the effects of consumer beliefs for food certifications on the behavioral intentions and the behavioral intention biases to purchase the certified seafoods by a subjective probability model which is on the basis of the mathematical probability model and the covariance model. The food certifications used on this study are 'Organic foods', 'Traceability system of food products' and. 'HACCP'. The representative foods of fishery products on this study is seasoned laver. The current study showed the following results. First, consumers have more than two different beliefs each for all certifications which are the subjects of this study. The beliefs of the certifications have an impact on the consumers when they consider to buy the certified seafood products. Second, consumers try to persuade by themselves to ensure that their particular belief about the certification could lead to a purchase the seafood products. Consumer beliefs of the "environmentally friendly production" on the organic foods certification is an important factor as much as the "guarantee of food safety" belief making a positive purchasing behavior intentions(PBI) bias for the organic seafood products. Consumers also have a positive PBI bias for certified seafood products in all certifications as long as a certification is considered to "guarantee the transparency of the food distribution process" as its belief. 'Traceability system' was the only one which didn't generate a positive PBI bias from the belief of "guarantee of food safety" out of three certifications.

• 유통과학연구
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• 제20권5호
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• 대한지역사회영양학회지
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• 제6권3호
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• pp.331-339
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• 2001

This study was conducted to examine the predicting factors for the intention of breastfeeding with The Theory of Planned Behavior. The questionnaires were distributed to 131 primigravidas who were in their third trimester of pregnancy in Seoul, Kyonggido, Kyongsangbukdo, and Kyongsnagnamdo. Descriptive statistics, Pearsons Correlation and Multiple Regression were used to analyse the data. The subjects showed strong intention of breastfeeding. The subjects showed favorable attitudes toward breastfeeding. This fact showed significant correlation with the belief that their breastfeeding intention was due to the advantage of breast milk for the infant with regard to allergy prevention, disease protection, contribution to intellectual development, psychological closeness between mother and infant, convenience, cost, and the reduction of breast cancer risk and weight of the mother. No item of outcome evaluation did showed significant correlation with behavioral intension. The subjects were influenced about breastfeeding by their referents such as siblings and friends with breastfeeding experience, their mothers and husbands, and mothers-in-law. Most items of the control beliefs had a significant influence on the intention of breastfeeding. The subjects felt they could not control the situation ie. "when I have to breastfeed in public". However they felt they could control the situation ie. "when I suffer from mastitis", "when I have to cut down on coffee, alcohol, and smoking", "when I have Caesarean section", "when I need to maintain breast condition", and "when the infant hates to suck my nipple". Regression analysis revealed that control beliefs and attitudes toward breastfeeding could predict the behavioral intention of breastfeeding. Control beliefs were the most important factor in predicting behavioral intention. Therefore, nutrition education is needed to enhance the ability to cope with difficult situations while breastfeeding and increase faborable attitudes toward breastfeeding.eding and increase faborable attitudes toward breastfeeding.

• 보건교육건강증진학회지
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• 제21권1호
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• pp.197-216
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• 2004

The purpose of this study was to compare beliefs about social rule, differential peer association, perceived behavioral control, intention of smoking, and self efficacy for rejecting smoking among smokers, reformed smokers, and non smokers in adolescence. The subjects were 576 adolescents in middle and high school, living in K city. The data was collected through questionnaires from December 1st to 18th, 2002 was analyzed using descriptive statistics, x²-test, and ANOVA. 1) The general characteristics and characteristics related to smoking among smokers, reformed smokers, and non smokers in adolescence showed differences as follows： sex, mother's education, monthly allowance, thinking about teacher's smoking, feelings about the smoking scene, thinking about father's smoking, drinking, satisfaction of school, and sexual experience. 2) Belief about social rule, differential peer association, perceived behavioral control, intention of smoking, and self efficacy for rejecting smoking among the three groups showed differences as follows： smokers have a lower belief about social rule, lower perceived behavioral control, lower self-efficacy for rejecting smoking, but higher differential peer association and higher intention of smoking than those of reformed smokers and non smokers. We recommend the development of a nursing program for anti-smoking behavior including the research factors affecting attitudes of smoking adolescents.

• 여성건강간호학회지
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• 제23권2호
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• pp.126-134
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• 2017

Purpose: The purpose of this study was to identify impacts of HPV-related knowledge, attitude to HPV vaccination, and health beliefs on infection preventive behavioral intention targeting female university students. Methods: With correlational survey design, subjects of this study were 120 female students at universities located in B metropolitan city and G city. A total sample agreed to participate in the study. Data were analyzed using descriptive statistics, t-test, ANOVA, correlation, and stepwise multiple regression. Results: Attitude to HPV vaccination, experience of smoking, and HPV-related health beliefs were significant factors influencing the HPV-related infection preventive behavioral intention. These factors accounted for 19.0% of the HPV-related infection preventive behavioral intention. Conclusion: The most significant factor for HPV infection prevention was the attitude to HPV vaccination. These findings may be useful to develop strategies to improve the HPV infection preventive behavioral intention of the female university students who have a high risk of the HPV infection.