• 유통과학연구
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• 제16권8호
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• pp.69-77
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• 2018

Purpose - With growing competition in the service distribution industry, the importance of managing customer complaints has increased. If firms handle customer complaints effectively, they can strengthen customer loyalty and repurchase intention. Many studies have focused on customers expressing complaints, yet research on silent customers is scant. This study focuses on two types of complainers and non-complainers. In other words, this study is to examine the value of voice complaint intention and no-action intention. This study also investigates how perceptual and relational factors affect complaint intention. Research design, data, and methodology - This study was carried out using the survey with undergraduate students who have faced a service failure in a retail store(fast foods, electronics, apparel). And if such complaint were to occur again, respondents were asked about any possible action they would take. 300 questionnaires were distributed and a total of 279 respondents provided complete and usable data. The sample consisted of 158 males(56.6%) and 121 females(43.4%). The structural equation modeling analysis was used for the hypothesis test. Results - The results are as follows. First, attitude toward complaining, likelihood of successful complaint, and ease of complaint were positively related to voice complaint intention. Second, attitude toward complaining, likelihood of successful complaint, and ease of complaint were negatively related to no-action intention. Third, commitment was positively related to voice complaint intention but didn't have a significant negative impact on no action. Forth, voice complaint behavior reduced switching intention and no-action intention enhanced switching intention. Conclusions - The findings of this study confirm the value of complaint behavior and show voice complaint intention and no-action intention should be managed differently. Voice complaint intention is evaluated positively because it reflects customers' concerns about the company, while no-action intention is evaluated negatively. Attitude toward complaing is the most effective in increasing voice complaint intention and likelihood of successful complaint is a major factor in reducing no-action intention. Also, in explaining switching intention, voice complaint intention plays a more important role than no-action intention.

• 한국유기농업학회지
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• 제22권1호
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• pp.81-96
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• 2014

This study is aimed to examine the mediated effects of consumer recognition in relationship of local food tour experience and intention of action in the revitalization of local food. Questionnaire survey target was women in 30s and 40s. The local food tour experience is independent variable, intention of action is dependent variable, and consumer recognition is analyzed as mediated variable. As a result, consumer recognition which is mediating variable has two subordinated variables. One is direct affect and the other is indirect affect. Between local food tour experience and intention of action, there was partial mediating effect. Thus, through tour experience, consumer can have positive recognition of freshness, safety, health, taste, price, job creation and relationship. That affects to the intention of action. Based on the results of the study, it is necessary to learn success case for marketing revitalization, and develop and operate experiencing tour education program to manage customer continuously.

• 품질경영학회지
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• 제45권4호
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• pp.847-866
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• 2017

Purpose: The purpose of this study is to examine the effects of educational service quality, participation intention, and educational performance in action learning class. Methods: The proposed research model is tested using structural equation modeling for hypotheses based on the data collected from one of action learning class. Results: The results indicate that educational service quality(reliability, assurance, tangibles, empathy, information accuracy, and relationship quality) positively affects participation intention which in turn improve educational performance, including aspects of before and after class of action learning. In addition, participation intention in classroom positively affects educational performance with both groups. For after class of action learning, the result confirms the effect of responsiveness of educational service quality on participation intention, however, in before class of action learning there is not showed a significant relationship. Conclusion: This study would provide useful information and can be applied to the improvement of educational performance through the participation of students by the instructors and the educational institutes who want to apply the active learning forum in classroom.

• 한국조리학회지
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• 제18권1호
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• pp.168-181
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• 2012

이 연구는 음식축제를 방문한 축제관람객의 축제관광행위지향성과 축제만족도, 사후행위의도의 관계를 분석하고자 하였다. 설문조사는 2011 대한민국 국제요리 경연대회 방문객을 대상으로 실시되었으며, 213부의 유효표본을 획득하였다. 연구결과, 이 연구에서 제시하였던 네 가지의 축제관광행위지향성 요인 중 '자기확장', '사회유희', '체험자체' 축제관광행위지향성이 통계적 유의수준인 0.05하에서 축제만족과 사후행위의도에 직 간접적으로 유의한 영향을 미치는 것으로 검증되었다. 변수들간의 상대적 영향력은 '자기확장' 축제관광행위지향성이 축제만족과 사후행위의도에 가장 큰 영향을 미치는 변수로 나타났다. 그러나 '구별짓기' 축제관광행위지향성은 통계적 유의수준하에서 축제만족과 사후행위의도에 유의미한 영향을 미치지 못하는 것으로 나타났다. 이러한 분석결과는 국제요리 경연대회의 관람객 만족도 증가와 마케터들의 경쟁력 있는 축제관광상품 개발에 유의미한 정보를 제공할 수 있을 것으로 보인다.

• 패션비즈니스
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• 제7권4호
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• pp.26-42
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• 2003

On-line clothes sale are on the increase, and the returns(for replacements or refunds) of the clothes are also increasing. Many studies on off-line consumers' complaints were made before, but few studies on the returns of clothes sold on-line have been made. From this viewpoint, this study was conducted to know what effect returns of clothes sold on-line have on their brands. Therefore, this study was first focused on the factors affecting complaint acts(return intention or return acts) such as lack of information and recognition of product, delivery errors and product defects concerning on-line sales, and second investigated the changes of buyers' attitude toward the brand following the their acts of returning the buyers, and third looked into the changes of on-line buyers' attitude toward the brand. The study is carried out by subdividing the objects of the study into return action(replacement, refundment) and purchasers who experienced return intention. Such experience is demonstratively analyzed to find how it has affected the attitude toward the brand. The study comes up with the following outcomes. First, the effect factor causing complaint action(return action, return intention) on-line is shown as the lack of the information and recognition of the product. Second, it is revealed that the effect factor causing complaint(return action, return intention) does not lie in an error in delivery or a defect of a product. Third, the positive response of a brand to a return action does not raise the repurchasing intention and positive attitude of purchasers who experienced returning a product, but lowers their private complaint action intention. Fourth, the repurchase intention of purchasers who experienced return intention for the brand is lowered, but their negative attitude and private complaint action intention is not raised.

• 한국간호교육학회지
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• 제21권2호
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• pp.168-181
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• 2015

Purpose: This study was conducted to determine the factors affecting the prevention of needle stick injury. Methods: Data collection was conducted during the period July 15-31, 2013 by a self-administered questionnaire involving 220 nurses working in 7 hospitals. The data was analyzed by SPSS v18 and AMOS v18. Results: Actions by nurses to prevent needle stick injury were directly and indirectly influenced by perceived benefits, attitude toward the behavior, perceived behavioral control, and intention underlying the behavior. Specially, perceived behavioral control is verified to have not only direct influence but also indirect influence on the performance of preventive action through the intention underlying the behavior. Also, perceived benefits indirectly influence the intention toward the behavior and performance of preventive action through attitude toward the behavior and perceived behavioral control. The predictor variables in this model are 52% explicable in terms of intention of prevention action against needle stick injury, and 66% explicable in terms of performance of preventive action. Conclusion: To ensure high performance of preventive action against needle stick injury, constructing not only the solution that inspires the intention toward behavior but also a system that can positively solve and improve obstructive factors in behavioral performance is of primary importance.

• 한국체육학회지인문사회과학편
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• 제58권1호
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• pp.217-228
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• 2019

이 연구는 여가시간 신체활동 의도와 운동행동 간의 관계에서의 틈(gap)을 극복하고 이 관계를 잇는 매개 변인들의 역할을 검증하고, 기존의 계획행동이론의 확장을 도모하는데 목적을 두었다. 이에 여가시간 신체활동에 대한 의도와 운동행동 간의 관계에서 실천계획-1)극복계획과 2)실행계획-의 매개효과를 검증하였다. 연구의 목적을 달성하기 위하여 편의표집법을 활용하여 강원도 내 위치한 세 곳의 대학에서 교양체육에 참여하고 있는 대학생 253명(남학생=118; 여학생=105)을 대상으로 설문조사를 하였다. 수집된 자료는 SPSS와 Amos프로그램을 활용하여 분석되었으며, 기술통계, 신뢰도, 상관분석, 그리고 구조 관계를 검증하기 위해 구조방정식 모형을 적용하여 의도, 극복계획 및 실행계획, 그리고 여가시간 신체활동 및 운동 간의 관계를 검증하였다. 특히, 의도와 행동 간의 관계에서 극복계획과 실행계획의 매개효과를 검증하기 매개 분석을 실시하였다. 그 결과, 신체활동 의도는 실행계획과 운동행동에 직접적으로 영향을 미쳤으며, 실행계획은 의도에 비해 실제 운동행동을 더욱더 잘 예측하는 것으로 나타났다. 따라서 매개변인인 극복계획과 실행계획은 신체활동에 대한 참여 의도가 실제 운동행동에 미치는 영향에서 부분적으로 모두 매개역할을 하는 것으로 나타났다. 이 연구를 통해 나타난 결과를 종합해 보면, 극복계획과 실행계획의 개념화와 모형검증은 의도-행동의 틈을 극복하고 실제 현장에서 실용적으로 활용될 수 있다는 사실을 알 수 있었다.

• 가정과삶의질연구
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• 제29권6호
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• pp.9-25
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• 2011

This study was performed to explore the factors that affect debt-use intention of young defaulters. In addition, this study compares three models that predict the intention to use debt by young defaulters: the theory of reasoned action and two variations of it. Specifically, this study proposes an extended theory of reasoned action by introducing Ao in place of the cognitive structure in the theory of reasoned action. In addition, this study proposes Ao as an independent variable that acts on BI rather than a dependent variable. Self-administered questionnaires were completed by 196 young defaulters attending a credit management education session held by the Credit Counseling & Recovery Service in Kwang-ju, Korea. Based on the study, the conclusions are as follows: the extended theory of reasoned action as proposed in this article most suitably explained the intention to use debt by young defaulters. It was also found that young defaulters were affected by attitudes toward debt, attitudes toward using debt, and subjective norms. It is therefore suggested that an attitudinal message would change the behavior effectively for young defaulters. The findings appeared to support the usefulness of the extended theory of reasoned action and the role of Ao as an independent variable as proposed in this article to explain the intention to use debt by young defaulters. These findings have an important theoretical meaning in that they modify two existing attitude theories in the context of consumer behavior.

• 대한간호학회지
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• 제46권4호
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• pp.572-582
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• 2016

Purpose: The purpose of this study was to construct and test a structural equation model for pressure ulcer prevention action by clinical nurses. The Health Belief Model and the Theory of Planned Behavior were used as the basis for the study. Methods: A structured questionnaire was completed by 251 clinical nurses to analyze the relationships between concepts of perceived benefits, perceived barriers, attitude, subjective norm, perceived control, intention to perform action and behavior. SPSS 22.0 and AMOS 22.0 programs were used to analyze the efficiency of the hypothesized model and calculate the direct and indirect effects of factors affecting pressure ulcer prevention action among clinical nurses. Results: The model fitness statistics of the hypothetical model fitted to the recommended levels. Attitude, subjective norm and perceived control on pressure ulcer prevention action explained 64.2% for intention to perform prevention action. Conclusion: The major findings of this study indicate that it is essential to recognize improvement in positive attitude for pressure ulcer prevention action and a need for systematic education programs to increase perceived control for prevention action.

• 디지털융복합연구
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• 제19권6호
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• pp.73-83
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• 2021

본 연구는 합리적행위이론을 기반으로 액션러닝 기반 창의성 프로그램을 이수한 학생들의 문제해결의도에 영향을 주는 요인들을 파악하고 이들 요인들 간의 영향관계를 살펴보았다. 연구결과, 첫째 문제해결에 대한 주관적 규범은 문제해결의도에 긍정적 영향을 주었고, 둘째 문제해결에 대한 태도는 문제해결의도와 유의미한 영향관계가 있는 것으로 나타났다. 셋째 액션러닝방법론을 적용한 특허출원교육 프로그램의 참여경험이 있는 학생의 경우 문제해결에 대한 태도와 문제해결의도와의 관계에 있어 긍정적 영향효과를 주는 것으로 파악되었다. 이러한 연구결과는 대학생들의 창의성 기반이 되는 문제해결의도를 제고하기 위해서 대학 내 문제해결에 대한 긍정적 가치 공유의 확산과 아울러 학생들 자기주도적 문제해결에 대한 긍정적 자세를 갖게 하는 것이 중요함을 확인하였다.