• Asian Journal of Business Environment
• /
• v.6 no.4
• /
• pp.5-12
• /
• 2016

Purpose - Not all firms are able to completely eliminate the risk arising out of the crisis. Success hides in the ability to perceive the market expectations accurately and take correct decisions. This study aims to analyze the firms' decisions at gross-root level. Research Design, Data, and Methodology - Primary data is obtained with the help of specially designed questionnaires from the agriproducts export firms that are members of export union of Turkey. The study is based on four theoretical structures: general planned behavior theory model, perception-leading behavior control and subjective norm model, perceived-behavioral-control leading perception and subjective norm models, and perceptions and subjective norms leading behavior control model. Structural Equation Models (SEM) is used to conduct the empirical analysis. Results - The findings show perceptions and subjective norms leading behavior control model as the best one, concluding that the environmental pressures and positive perceptions have significant effect on the strategic decisions of the agriproducts export firms. Conclusion - Policy tools like creating positive perception in the markets, providing sufficient information and financial support to the firms and increasing market competition can be used effectively to achieve the said objective.

• The Journal of Information Systems
• /
• v.17 no.4
• /
• pp.99-127
• /
• 2008

E-learning becomes an important part of education these days in Korea. Students had no choice but to accept the e-learning when the e-learning was used as a supplementary learning tool within a traditional class or a stand-alone distance education. This study focuses on the students' intention of e-learning acceptance for voluntary studies. In voluntary study, students have the rights to adopt the e-learning or not for their personal study. We used individual characteristics as the external variables of TAM to explain user acceptance of e-learning for voluntary studies and examined the effect of individual characteristics on user's beliefs. Research model and nine hypotheses were set up to identify the relationships among these variables based on investigations of previous researches. The theoretical model is tested with questionnaires from 420 users who accept e-learning for voluntary studies. We tested the measurement and research models by applying a structural equation modeling(SEM) approach, using the AMOS 5.0. Overall, the results provided support for the model as explaining acceptance of an e-learning system. Most path coefficients in the research model were found statistically significant. The results showed usefulness and enjoyment and subject norm were the factors affecting attitude of students using e-learning. In addition, usefulness and subject norm were the factors affecting intention of students using e-learning. The results show innovation and self-efficacy have a significant impact on user's perception of ease of use. Self-efficacy also have significant effects on user's perception of usefulness.

• Journal of Agricultural Extension & Community Development
• /
• v.24 no.3
• /
• pp.211-222
• /
• 2017

The purpose of this study is to examine the effects of agriculture on the career adaptation and career decision by measuring the job value and the subjective norm of agriculture. Conclusions based on the study results can be suggested as follows. First, career decision self-efficacy and subjective norm were significant variables in career adaptability of agriculture major college students. Therefore, the belief that one can plan and practice career goals and the affirmation of career plans and decisions in the vicinity are important factors in career adaptability. Second, Self-Realization and social recognition were significant variables in career decision self-efficacy of college students majoring in agriculture. In other words, it can be judged that social recognition such as honor and honor of others in a career choice has a positive effect on the career decision self-efficacy which is self-esteem in career selection. Lastly, An important variable for the subjective norms of agricultural college students was social recognition. This can be said that the positive perception of the surrounding people is very important as the value of social recognition is more important.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2005.05a
• /
• pp.231-234
• /
• 2005

The ecological theory of perception provides the human living, and meaning integrating norm to overcome the crisis caused by an eastern belief in human-centered wrong rationality formed at the past process of modernization. Prior to the overall consideration of ecological perception theory, looked into the concepts, contribution extent and its limitation of the existing perception theories for the environmental design. By experimentally applying inferred concepts of design to department bridge space and forming the space, certified the applicability of it to the green amenity space. The site Is located in Nowon- Gu Sangge- Dong. The design was processed on the basis of survey, plants growth environment and plants characters. It is expected that this design would serve the commercial space- consumer as a symbolic, environmentally friendly space design

• Asia-Pacific Journal of Business
• /
• v.12 no.2
• /
• pp.145-159
• /
• 2021

Purpose - The purpose of this study is to identify the preceding factors that form pro-social tourism behavior intent in a pendemic situation and to present theoretical and practical implications for the role of individuals for a safe tourism environment. Design/methodology/approach - This study conducted an analysis by collecting 420 valid questionnaires targeting citizens who have lived in Korea continuously for more than one year. For the analysis, a confirmatory factor analysis (CFA) and a structural equation model (SEM) were used, and a multi-group confirmatory factor analysis (MCFA) and a multi-group structural equation model (MSEM) were used to verify the difference by age group. Findings - First, cognitive and affective risk perception for Covid-19 had a significant (+) effect on the ascription of responsibility to tourists, and affective risk perception and ascription of responsibility had a significant (+) effect on personal norms. Second, personal norms have been shown to have a significant (+) influence on prosocial tourism behavior intention, and prosocial tourism behavior intention has a significant (+) influence on WTP on safety tourism. Research implications or Originality - Tourism behavior in a pendemic situation can affect the spread of infection. In this respect, this study attempted to confirm how moral norms affect pro-social tourism behavior from a personal point of view. In addition, we tried to present practical implications by identifying the impact of personal norms on willing to pay for a safe tourism environment.

• Korean Journal of Adult Nursing
• /
• v.26 no.1
• /
• pp.78-88
• /
• 2014

Purpose: The purpose of this study was to construct a structural equation model (SEM) that would describe the binge drinking among Korean undergraduate students. Methods: Model construction was based on the theory of planned behavior and prototype/willingness model, using the variables; intention, attitude, descriptive norm, and prototype perception of binge drinking, alcohol use disorders identification test (AUDIT), and binge drinking behavior. The analysis of data was done with both SPSS 20.0 for descriptive statistics and AMOS 20.0 for SEM. Results: The binge drinking intention was found to have a significantly direct effect in influencing binge drinking behavior. In addition, attitude, descriptive norm, and prototype perception of binge drinking were found to have a significantly direct effect in influencing binge drinking intention. The final modified model yielded $x^2$=374.2 (p<.001), df=174, $x^2/df$=2.15, GFI=.87, AGFI=.82, NFI=.89, PNFI=.73 RMSEA=.07, and CFI=.94. Conclusion: This study constructed a model that addressed the factors related to binge drinking and described the relationship of these factors in influencing binge drinking among Korean undergraduate students. Findings from this study can contribute to designing appropriate prevention strategies to reduce problem related binge drinking in undergraduate students.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.3
• /
• pp.1257-1266
• /
• 2021

The study examines factors that influence shopping intention of online consumers in Vietnam. Studied factors include consumers' attitude, subjective norms, perception of behavioral control, perception of usefulness, perceived risks and trust. The expansion of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) are used as basic theories. We have surveyed people who have experiences on online shopping. There are 836 selected questionnaires that are qualified for data processing. The collected data are analyzed through a process which starts from scale reliability test to exploratory factor analysis (EFA), correlation analysis and regression analysis. The results show that shopping intention of online consumers are positively affected by their attitude, subjective norms, perception of behavioral control, perception of usefulness and trust. In contrast, online shopping intention is negatively affected by the perceived risks that online shopping could bring. Among those factors, the perception of risk is shown to have the strongest influence to online shopping intention. The findings of this study suggest that managers and retailers can apply cash-on-delivery method and design their website with user-friendly interface to enhance online shopping intention of consumers. The Government is also recommended to fulfill the law system to reduce customers' perception of financial risks.

• The Journal of Korean Association of Computer Education
• /
• v.19 no.1
• /
• pp.77-86
• /
• 2016

This paper is concerned with identifying the determinants of committing digital piracy in university settings. Using a theoretical model based on Theory of Reasoned Action, the causal relationship among the research variables, including intention to commit digital piracy, attitude, subjective norm and fear of legal consequences, is developed. Results from 295 survey responses indicate that fear of legal consequences affect the subjective norm and the attitude, which in turn influence the intention to commit digital piracy. In addition, relativism based on EPQ(Ethics Perception Questionnaire) is introduced as a moderating variable. The relative influences of path coefficients are investigated and implications from findings are also discussed.

• Nutrition Research and Practice
• /
• v.15 no.1
• /
• pp.122-135
• /
• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS: A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS: The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS: These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

• Journal of the Korean Dietetic Association
• /
• v.16 no.3
• /
• pp.270-278
• /
• 2010

We examined whether visual perception related to consumption norms could influence food consumption and satiety by using modified soup bowls with elevated bottoms. Twenty-six healthy women (BMI 19.9 $kg/m^2$ Age 24 yr) participated in the study once a week for 2 weeks. The subjects were served beef shank soup in one of two soup bowls (180 g soup in the modified bowl or 250 g soup in the normal bowl). The results showed that subjects who ate from the modified soup bowl consumed less soup (135.3 kcal vs 180.0 kcal, P<0.001) and had lower total energy intake (390.6 kcal vs 438.1 kcal, P<0.01) than those who ate from the normal soup bowl. However, despite consuming fewer calories, satiety levels of those who ate from the modifed soup bowl were not significantly different from those using the normal soup bowl. In conclusion, these results indicate that the modified soup bowl which created a distorted visual perception ot the amount of soup in the bowl leads to decreased soup intake and total energy intake without altering satiety. The reduced amount of soup in the modified soup bowl may also implicitly suggest what might be interpreted as an appropriate amount to consume, and also in essence suggest reduced consumption norm.