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

• Information Systems Review
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• v.21 no.3
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• pp.63-86
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• 2019

As the use of ICT became a part of daily social life, online community has emerged as a new type of social organization. Online community is a virtual space which enables many people to participate and contribute together to collective knowledge. Anonymity in online communities can encourage active social participation by people with various social constraints, however, anonymity can also lead to serious social pathology. As a result, it is necessary to study on what is fundamentally influencing human behavior and how people's behavior is controlled in anonymous online community. This study focuses on human identity and investigate the factors affecting human behavior control in anonymous online environment by examining various aspects of identity in online discussion community. This study empirically verifies the causal relationship between factors, including social & technical anonymities, various identity dimensions, intrinsic motivation to participate in the community, group norm conformity, and quality of discussion. It also analyzes the difference between groups by the level of anonymity, gender, age, community usage period, and discussion topic. Based on the findings, this research provides theoretical and practical implications for online community management strategies and a better culture on Internet discussion.

• Journal of Information Technology Applications and Management
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• v.22 no.4
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• pp.225-251
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• 2015

This paper analyzed factors for employees to violate information security policy in financial companies based on the theory of reasoned action (TRA), general deterrence theory (GDT), and information security awareness and moderating effects of perceived sensitivity of customer information. Using the 376 samples that were collected through both online and offline surveys, statistical tests were performed. We found that the perceived severity of sanction and information security policy support to information policy violation attitude and subjective norm but the perceived certainty of sanction and general information security awareness support to only subjective norm. Also, the moderating effects of perceived sensitivity of customer information against information policy violation attitude and subjective norm were supported. Academic implications of this study are expected to be the basis for future research on information security policy violations of financial companies; Employees' perceived sanctions and information security policy awareness have an impact on the subjective norm significantly. Practical implications are that it can provide a guide to establish information security management strategies for information security compliance; when implementing information security awareness training for employees to deter violations by emphasizing the sensitivity of customer information, a company should make their employees recognize that the customer information is very sensitive data.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.436-447
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• 2021

The boycott of Japanese products triggered by Japan's economic retaliation has heated up the Republic of Korea. This study examined the factors affecting the boycott participation intention in 217 college students and ordinary people in their 20s and 30s. The results of the study showed that perceived egregiousness, self-efficacy, and subjective norm had a positive effect on boycott participation intention, and perceived egregiousness had an indirect effect on boycott participation intention through anger. In addition, these overall impacts were moderated by online and SNS news usage. This study is significant in providing academic and practical implications for understanding boycott phenomena by verifying various influencing factors on consumer boycott intentions and comprehensively reviewing the mediating effect of anger and the moderating effect of online and SNS news usage.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.609-619
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• 2022

This study was performed to research the influencing factor of COVID-19 preventive behavior focused on people in their 20s and 30s who recently have a high infection rate of COVID-19. The online survey was conducted through structural questionnaire aimed at 210 people in their 20s and 30s of metropolitan area from July 10th to 19th in 2021. The results are as follows. First, as a result of analyzing the relation between health belief and COVID-19 preventive behavior, as perceived seriousness, perceived vulnerability, perceived disability and perceived benefit, COVID-19 preventive behavior is well conducted. Second, as perceived benefit of health belief get higher, the subjective norm is well observed. Third, as subjective norm and perceived behavioral control become higher, COVID-19 preventive behavior is well conducted. Fourth, the subjective norm and perceived behavioral control have a mediating effect in the relation between subjective norm.

• The Journal of Information Systems
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• v.17 no.3
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• pp.79-109
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• 2008

Cyworld was successful where others have foiled because of its unique and profitable business model that relies on the purchase of digital items and its ability to mimic and recreate aspects of face-to-face interpersonal relationships among the members of the online community. The purpose of this study is to understand how the needs for self-presentation and needs for affiliation influence digital item purchase intention, and to analyze the moderating roles of gender and purchase experience in those relationships. Based on the theoretical framework including self-presentation theory and theory of affiliation, we developed the research model and proposed ten hypotheses. A survey was conducted with 225 members of Cyworld. The research model and the related hypotheses were tested using Amos. As the result of the analysis, eight hypotheses out of ten hypotheses were supported. In particular, digital item purchase intention in virtual world was found to be affected by both members' needs for self-presentation and needs for affiliation. We also found that the needs for self-presentation is significantly influenced by innovativeness of members, self-efficacy, and group norm. Also, needs for affiliation is significantly affected by self-efficacy, group norm and perceived value. Furthermore, the results indicate that 1) moderating effects of gender on those relationship is supported; and 2) moderating effects of purchase experience is partially identified. This study provides several implications for academic community and practitioners to understand why the community members pay real money for their digital items as well as how the sales of digital items can be increased in online communities. Some study limitations and future research directions are also discussed.

• Management & Information Systems Review
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• v.32 no.5
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• pp.19-43
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• 2013

The diffusion of new technology has traditionally focused on the adoption perspective. Researchers refer this use-diffusion paradigm to behaviors of use after adoption. This study intends to analyse the influential factors of use-diffusion and continual use of website and applications in medical service. To achieve this a use-diffusion model as a conceptual frame work is suggested. Medical information quality, personal innovativeness and subjective norm are assumed as antecedent variables medical website and application's rate of use, variety of use, and continued use intention as result variables. According to the empirical study results medical information quality, web based application usability, personal innovativeness, and subjective norm have a meaningful influence on medical service consumer's use-diffusion patterns. Also pattern of use influences the continued use intention. This study provides an opportunity to understand medical service consumer's behavior after website and application use adoption and suggests further directions for establishing medical service online marketing strategy by determining influential factors of use-diffusion and continued use of medical online marketing tools.

• Nutrition Research and Practice
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• v.15 no.sup1
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• pp.79-93
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• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to examine the effects of knowledge about coronavirus disease 2019 (COVID-19), attitude, subjective norm, and perceived behavioral control on behavioral intentions to practice COVID-19 preventive behaviors using the theory of planned behavior (TPB). SUBJECTS/METHODS: A total of 519 restaurant customers' responses was collected in this study through an online self-administered questionnaire. Descriptive statistical analysis was performed on socio-demographic factors. One-way analysis of variance and t-test were conducted to determine differences in the constructs from the TPB according to age and sex. The hypotheses were tested using structural equation modeling (SEM). RESULTS: SEM revealed the positive effect of knowledge about COVID-19 on attitude, subjective norm, and perceived behavioral control to prevent the spread of COVID-19 in restaurants. Attitude, subjective norm, behavior intention, and knowledge positively affected COVID-19 preventive behavior intentions in restaurants. CONCLUSIONS: The results of this study confirmed that the TPB is helpful in elucidating the determinants of consumers' intention to practice COVID-19 preventive behavior in restaurants. These findings can help policy makers and professionals provide material for further public health interventions and inform them about awareness-raising, guidelines, and health education programs.

• International Journal of Contents
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• v.8 no.2
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• pp.43-51
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• 2012

This study identifies the determinants of increasing privacy concerns in the mobile apps. The privacy affecting factors will be divided into the 3 categories on the basis of both users' and developers' perspective. First, this study explores whether the users' seeking value affects concern of the mobile apps privacy. Second, gender gap on the mobile privacy sensitivity will be tested. Third, this study identifies the meaning of apps developers' providing toolkit in the users' sensitivity on the privacy. The result showed that innovation among the customer's characteristics was identified the most significant factor to affect the mobile app privacy sensitivity. Ethical norm related variables (ethical identity, subjective norm and utilitarian value) were also identified as the meaningful variables in the mobile app privacy. Toolkits provided by app developers are also appeared a significant variable to affect the customer's app privacy sensitivity negatively. Finally gender also appears the meaningful factor in the mobile app privacy sensitivity.

• International Journal of Advanced Culture Technology
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• v.10 no.3
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• pp.237-243
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• 2022

This study intends to examine gender differences in predictors of Human Papilloma Virus (HPV) vaccination intention based on the Theory of Planned Behavior (TPB). Specifically, this study investigated whether the variables constituting TPB might show differential effects on college men and women's HPV vaccination intention. The current study also examined which specific subjective norms are more influential in explaining HPV vaccination intention of men and women. The results of an online survey revealed that females showed significantly higher intention to get the HPV vaccine and perceived behavioral control than male students. Female students' vaccination intention was best predicted by perceived behavioral control whereas friend norm was the most influential predictor of male students' intention to get the HPV vaccine. The results of this study provide implications for persuasive strategies required to appeal to college men and women to increase HPV vaccination rate.