• Journal of the Korea Academia-Industrial cooperation Society
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• v.7 no.4
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• pp.753-758
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• 2006

The recent drastic increase of imported foreign restaurants provided the importance of service quality and the customer satisfaction is considered as the most important factors for the business activity. In order to identify the important factors for the customer satisfaction of the family restaurant in Korea, we attempt to test the validity of host call service as a significant variable in the family restaurant using Fishbein behaviour model. Based on literature review, the empirical study was conducted using the questionnaires for customers of the family restaurant in Seoul. Descriptive statistics, t-test, F-test and regression analysis were made of the gathered questionnaires using SPSS programs. The results shows that four hypotheses established in this study were significant. Therefore, host call service in the family restaurant should be introduced to increase the customer satisfaction. In conclusion, it proved that host call service in the family were the important factors that could satisfy the customers and the family restaurants will have to make a great effort to develop the differentiated service so as to enhance their competitiveness.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.30-41
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• 2011

This study investigates coffee consumers' perceptions of coffee shops, using the Importance-Performance Analysis and the Fishbein Attitude Model approach. A survey was carried out in coffee shops(2010, 12/6~12/20), and 175 out of 200 copies of questionnaire were returned from the coffee shops. After excluding 27 unusable cases which had an unacceptable level of missing data, 148 cases were used for analysis. The IPA showed that an attractive facade, toilet cleanliness, coffee freshness, coffee taste were included in the area of maintaining good results while coffee price was in the area of concentrating efforts, which coffee shop managers should improve. Also, the analysis using the Fishbein attitude model showed that coffee taste, an attractive facade, toilet cleanliness, and coffee freshness were in order of importance, and Starbucks, Angelinus, Caffebene, and Pascucci are in order of brand preference. Although this study has some limitations(such as self-report, common method bias), it shows significant implications to coffee shop managers.

• Proceedings of the KAIS Fall Conference
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• 2004.06a
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• pp.331-334
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• 2004

외식산업은 국민경제의 발전에 따른 가처분 소득 증가, 여가시간의 증대, 맞벌이 세대의 증가, 핵가족화 등의 성장원인으로 국민의 의식형태의 변화에 따라 수많은 외국 브랜드의 레스토랑이 국내에 진출하여 경쟁이 심화되어 있다. 외국계 레스토랑의 국내 진출은 의식 서비스 품질의 중요성을 인식시켜주는 계기가 되었으며, 고객만족은 그 어떤 무엇보다도 중요한 기업활동의 목적으로 여기는 계기가 되었다. 이러한 점을 감안하여 본 연구는 패밀리 레스토랑을 이용하는 고객들의 만족영향요인으로서 서비스 품질을 선행요인으로 하여 고객만족과 사후에 전개되는 행동과의 관계를 구조적으로 측정하였다. 그리고, 가장 취약한 점을 찾은 후 그 점을 가장 잘 보완할 수 있고, 고객과의 관계를 더욱 친밀히 할 수 있는 새로운 서비스의 타당성을 측정해 보았다. 새로운 서비스로써 지금까지 각 테이블당의 호스트 개념을 고객관리를 함께 하도록 호스트들에게 더 많은 권한을 이양해 주어, 개개인의 호스트라는 느낌을 가져서 타 패밀리 레스토랑보다 특별한 고객으로 대한다는 것을 느낄 수 있게 한다면 통계적으로 살펴봤던 반응성과 공감성 요인의 취약함을 오히려 강점으로 만들 수 있다는 결론이 도출되었다.

• Journal of the Korean Society of Costume
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• v.40
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• pp.109-119
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• 1998

In order to identify the factors responsible for the recent drastic increase of imported apparel in Korea, an attempt was made to determine the variables influencing the purchasing behavior of imported and domestic apparel and forecast the purchasing intention with the use of Fishbein & Ajzen's behavioral intention model including both attitude and subjective norm. Based on literature review, the empirical study was conducted using the questionnaire for 900 college women and high school girls living in Seoul. Descriptive statistics, t-test, paired-t test, multiple regression analysis, and correlation analysis were made of 771 returned questionnaires using SAS program. The results were as follows : First, the results of assessing both their attitudes toward imported and domestic apparel and their subjective norms were shown to be different. Second, there was a difference in the attributes that had an effect on their attention to buy imported and domestic apparel. Third, those respondents having a preference for imported apparel were most highly influenced by color and price. While those respondents showing a preference for domestic apparel were most highly influenced by materials and comfortableness. Fourth, the validity of the prediction value of their buying intention was confirmed as it was shown to be more than coreelation coefficien r=0.65. In conclusion, 1) it was proved that both attitude and subjective norm were the important variables that could predict the consumer's purchasing intention, 2) since competitiveness in color and materials and brand influencing the consumer's purchase of and preference for domestic apparel relatively lagged behind in comparison with that of imported apparel, the domestic apparel business enterprise will have to make a greater effort to develop differentiated color, material and prestigious brand so as to enhance competitiveness with imported apparel.

• Journal of Korean Academy of Nursing
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• v.13 no.2
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• pp.1-21
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• 1983

The purposes of this study were to(a) develop theoretical modifications of the extended gate control theory of pain using Fishbein's model and（b) test the efficacy of these modifications. Attitude, social subjective norm, personal subjective norm, habit and state anxiety were operationalized to represent internal stimuli for the cognitive-evaluative and motivational-affective dimensions of the theory. Pain expression was operationalized as sensory and affective responses to pain, and pain endurance. Sixty-two female nurses from 20 to 50 years of age participated. A semantic differential scale measured attitude and motivations to comply; a Likerty-type scale measured personal and social norms and habit. Spielberger's STAI measured state anxiety, Pain was produced using a modified submaximum effort tourniquet technique. Pair expression was measured using ratio scales of sensory intensity and unpleasantness developed by Gracely and his associates. Pain endurance was measured by subtracting time of pain threshold from pain tolerance. The first hypothesis examining whether pain endurance would be more significantly related to the affective response than to the sensory response was net rejected. Four remaining hypotheses, testing the ability of the five variables to predict the sensory and affective responses were not rejected. However, the habit of pain expression and the attitude toward pain expression contributed to the prediction of both sensory and affective responses to pain. The interaction between the cognitive-evaluative and the sensory-discriminative dimensions and the interaction between the cognitive-evaluative and motivational-affective dimensions were partially supported by the data from these two variables. The interaction between the motivational-affective and the sensory-discriminative dimensions was also supported by the relationship of sensory to affective responses. The variables which did not significantly predict pain expression appeared to have potential for prediction. Revision and testing of the tools for better reliability, validity, and clinical usuability are needed. The study contributed to theory building. The identification of variables which pre-dict pain behavior must occur before effective nursing interventions can be developed.

• Journal of Korean Academy of Nursing Administration
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• v.4 no.1
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• pp.193-214
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• 1998

The purpose of the present study was to examine the causal model of nurses' organizational commitment. Based on literature review and Fishbein's behavioral intentions model ((Fishbein. 1967: Fishbein & Ajzen. 1975). the organizational commitment was conceptualized within a motivational framework that mediate between antecedents variables and outcome variables. Antecedent variables were pay, promotional chances. continuing education opportunity. rigidity of the administration. paticipative decision making, latitude, group support, role conflict, work load, need for achievement. experience and pride for professional nursing. Outcome variable was turnover intention. The subjects were 373 nurses who were working at 2 large general hospitals located in Seoul. It represents a response rate of 94%. Data for this study was collected from August 29 to September 22 in 1997 by Questionnaire. Path analysis with LISREL 7.16 prigram was used to test the fit of the proposed conceptual model to data and to examine the causal relationships among variables. The result showed that both the proposed model and the modified model fit the data excellently. It needs to be notified, however. that path analysis can not count measurment errors: measurement error can attenuate estimates of coefficient and explanatory power. Nontheless the model revealed considerable explanatory power for organizational commitment (58%), pride for professional nursing (50%) and turnover intention(40%). In predicting nurses' organizational commitment, the findings of this study clearly demonstrated 'the pride for professional nursing' might be the most important variables of all the antecedent variables. Group support, role conflict, need for achievement were also found to be important determinants for the organizational commitment and turnover intention, The result showed experience might be a predictor for 'pride for professional nursing' and 'turnover intention' but not 'organizational commitment', 'Rigidity of the administration' and latitude were also found to have important roles in predictingr the organizational commitment, while participative decision making might have an impact on turnover intention. On the other hand promotional chance had an influence on all the outcome variables, while pay only on turnover intention. In predicting turnover intention, the result clearly revealed 'the pride for professional nursing' and 'organizational commitment' might be the most powerful predictors among all the variables. Theses results were discussed, including directions for the future research and practical implications drawn from the research were suggested.

• Journal of Korean Academy of Nursing Administration
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• v.4 no.1
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• pp.183-214
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• 1998

The purpose of the present study was to examine the causal model of nurses' organizational commitment. Based on literature review and Fishbein's behavioral intentions model ((Fishbein, 1967;Fishbein & Ajzen. 1975), the organizational commitment was conceptualized within a motivational framework that mediate between antecedents variables and outcome variables. Antecedent variables were pay, promotional chances, continuing education opportunity, rigidity of the administration, paticipative decision making, latitude, group support, role conflict, work load, need for achievement, experience and pride for professional nursing. Outcome variable was turnover intention. The subjects were 373 nurses who were working at 2 large general hospitals located in Seoul. It represents a response rate of 94%. Data for this study was collected from August 29 to September 22 in 1997 by Questionnaire. Path analysis with LISREL 7.16 prigram was used to test the fit of the proposed conceptual model to data and to examine the causal relationships among variables. The result showed that both the proposed model and the modified model fit the data excellently. It needs to be notified, however, that path analysis can not count measurement errors; measurement error can attenuate estimates of coefficient and explanatory power. Nontheless the model revealed considerable explanatory power for organizational commitment (58%). pride for professional nursing (50%) and turnover intention(40%). In predicting nurses' organizational commitment. the findings of this study clearly demonstrated 'the pride for professional nursing' might be the most important variables of all the antecedent variables. Group support. role conflict, need for achievement were also found to be important determinants for the organizational commitment and turnover intention. The result showed experience might be a predictor for 'pride for professional nursing' and 'turnover intention' but not 'organizational commitment'. 'Rigidity of the administration' and latitude were also found to have important roles in predictor for the organizational commitment, while participative decision making might have an impact on turnover intention. On the other hand promotional chance had an influence on all the outcome variables, while pay only on turnover intention. In predicting turnover intention, the result clearly revealed 'the pride for professional nursing' and 'organizational commitment' might be the most powerful predictors among all the variables. Theses results were discussed, including directions for the future research and practical implications drawn from the research were suggested.

• Journal of the Korean Institute of Landscape Architecture
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• v.19 no.3
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• pp.128-143
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• 1991

To understand and predict destination choice behavior for urban parks, two hypotheses, which are based on extended Fishbein model, were proposed and tested in Kwangju. Data was analyzed by the citizens of Kwangju and by target markets segmented by demographic variables. Analysis by the citizens of Kwangju showed that postulated hypotheses are true. However, they were partially thru in the other cases : it was a general tendency that suggested model applied well in the high-involvement product. Among the demographic variables, sex was the most useful to understand park choice behavior. Park management directions were suggested, and several future research implications were discussed.

• Smart Media Journal
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• v.5 no.2
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• pp.84-89
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• 2016

For a place-recommendation model based on user's behavior and multi-attribute attitude in this thesis. We focus groups that show similar patterns of visiting restaurants and then compare one and the other. We make use of The Fishbein Equation, Pearson's Correlation Coefficient to calculate multi-attribute attitude scores. Furthermore, We also make use of Preference Prediction Algorithm and Distance based method named "Euclidean Distance" to provide accurate results. We can demonstrate how excellent this system is through several experiments carried out with actual data.

• The Journal of Korean Association of Computer Education
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• v.15 no.3
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• pp.49-59
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• 2012

This study focuses on a comprehensive set of potential determinants of teachers' attitude and efforts for preventing students' piracy of digital contents. The proposed model is based on the theory of reasoned action, developed by Ajzen and Fishbein. The model was tested using responses from 177 teachers. Partial least square method was used to analyze the results. The hypothesized model was largely supported by this analysis, and the overall results indicate that intention for preventing students' piracy of digital contents is mostly influenced by the attitude and the social influence. The perceived level of recognition as well as the punishment for digital contents piracy has also been found to have some direct and indirect impact on the intention. But, on the contrary to our expectation, the teachers' efficacy has no influence on either the attitude or intention. As a conclusion, the academic and practical implications of these findings are discussed.