• 산경연구논집
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• 제10권2호
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• pp.39-49
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• 2019

Purpose - Customer loyalty and citizenship behavior are key success factors of franchise system. They make the management of franchisee more effective and efficient. Prior studies, however, mainly dealt with only acquisition utility of customer, such as perceived product/service quality and brand reputation to explain customer loyalty and citizenship behavior, which explains only on one side. We tried to investigate the effect of exchange utility of customer, such as relationship strength and psychological obligation together with the acquisition utility. In addition, we tried to investigate the relationship between customer loyalty and citizenship behavior in franchise context. Research design, data, and methodology - This study used data collected from the dining franchisee managers of 342 franchisors in South Korea. The franchisors consist of more than ten franchisees, the majority of which participated directly in the transaction with franchisor and have worked for more than six months. To test the hypotheses, the study used structural equation model analysis. Results - H1-1, 1-2, 1-3 predicted that acquisition utility would increase customer loyalty to franchisee. In support of H1-1, 1-2, 1-3, the results indicated that acquisition utilities such as perceived product value, perceived service value, and franchise brand reputation had positive effects on customer loyalty. H2-1, 2-2 predicted that exchange utility would increase customer loyalty to franchisee. In support of H2-2, the result indicated that psychological obligation had positive effects on customer loyalty like other acquisition utilities. However, H2-1 was not supported. Relationship strength had no significant effect on customer loyalty. H3 predicted that customer loyalty would increase customer citizenship behavior. In support of H3, the results indicated that customer loyalty had positive effect on customer citizenship behavior. Overall, the evidences generally supported the hypotheses. Conclusion - The results of the study show that not only acquisition utility but also exchange utility increases customer loyalty to franchisee and also show that customer loyalty increases customer citizenship behavior. Interestingly, however, relationship strength has no significant effect on customer loyalty. These results have two implications. The one is that increasing exchange utility can improve customer loyalty as acquisition utility can. The other one is that both of customer utilities can improve customer citizenship via customer loyalty.

• 성인간호학회지
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• 제13권1호
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• pp.82-95
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• 2001

The purpose of this study was to examine the relationship among perceived health status, self-esteem, self-efficacy and health promoting behavior, and to determine the predictors of health promoting behavior in post-mastectomy patients. The study, a descriptive correlational study, was done with structural questionnaires. A total of 51 post-mastectomy subjects from C university hospital in Kwang-ju, South Korea completed mail-in self-reporting questionnaires during a three month period from March to June, 1999. The data were collected using Lawstone's(1982) perceived health status scale, Rosenberg's(1965) self-esteem scale, the modified self-efficacy scale(Shere et al, 1982), and the modified health promoting lifestyle profile (Walker et al, 1987). The data obtained were analyzed according to percentage, mean and standard deviation, principal component analysis, varimax rotation, t-test, ANOVA, Pearson's correlation, and stepwise multiple regression. The results were as follows: 1. The health promoting behavior measurement resulted in six factors. Each factor was labelled as follows: self-actualization, nutrition, stress management, exercise, health responsibility and interpersonal support. The total percent of variance explained by the six factors was 58.4%. 2. The mean score of health promoting behavior was 85.92(range 58~117). The scores of six factor were nutrition 3.20, self-actualization 2.59, stress management 2.58, interpersonal support 2.58, health responsibility 2.49, and exercise 2.34 on a four point scale. 3. When the score of health promoting behavior factors were compared by general characteristics. Factor I: self-actualization, differed significantly by the frequency of pregnancy (F=3.06, p=.037). Factor II: nutrition differed significantly by drinking experience(t=-2.26, p=.028) and the pre- or post stage of menopause(F=2.69, p=078). FactorIII: stress management differed significantly depending on regularity of mensturation(t=-2.12, p= .042). FactorIV: exercise differed significantly by type of religion (F=2.49, p=.072), marital status(F=5.03, p=.010), and feeding type (F=2.64, p=.036). Factor V: health responsibility differed significantly by regularity of mensturation(t=2.18, p=.037). 4. The total health promoting behavior score was significantly related to self-esteem and perceived health status(r=.610, p.006; r= .378, p=.006). The score of selfactualization also corresponded with selfesteem and perceived health status(r=.556, p=.001; r=.343, p=.013). 5. The predictor to explain the score of health promoting behavior was self-esteem, which accounted for 37.1% of the total variance. The predictor to explain the score of self-actualization was self-esteem, which accounted for 30.9% of the total variance. The score of nutrition was primarily affected by both premenopause and drinking experience, which accounted for 13.1% and 9.5% respectively. Finally, the score of exercise was dictated by marriage, Buddhism, no experience of breast feeding, which accounted for 17%, 9.8%, & 5.2% respectively. In conclusion, self-esteem is the main predictor for health promoting behavior in post-mastectomy women. These findings suggest a need for nursing strategies which promote self-esteem in such patients.

• 경영정보학연구
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• 제20권1호
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• pp.41-59
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• 2018

본 연구는 농업경영체에서 온라인 직거래 수용에 영향을 미치는 요인들을 제시하고 이를 실증적으로 분석하였다. 이를 위해 본 연구에서는 1989년 Davis가 제시한 개인의 기술수용모형(TAM)과 조직에서의 정보기술 수용모형들을 근간으로 1) 기술특성 차원의 지각된 유용성과 지각된 사용용이성, 2) 경영자 특성 차원의 경영자 혁신성과 경영자 IT 역량, 3) 조직 준비성 차원의 재정적 능력, 기술적 역량, 인적자원 역량, 그리고 4) 환경 및 외부압력 차원의 정부의 지원 및 인터넷 환경변화가 농업경영체의 온라인 직거래 수용에 영향을 미치는 것으로 연구모형을 제시하고 실증적으로 분석하였다. 총 209부의 유효한 자료가 설문조사를 통하여 수집되었고, 이를 구조방정식모델링을 이용한 확인적 요인분석과 경로분석을 실시하여 연구모형을 실증적으로 분석하였다. 연구결과 기술특성 차원의 지각된 유용성, 경영자 특성 차원의 경영자 IT 역량, 그리고 환경 및 외부압력 차원의 인터넷 환경변화가 농업경영체의 온라인 직거래 수용의도에 영향을 주는 것으로 나타났다. 그러나 지각된 사용용이성, 경영자 혁신성, 정부의 지원과 조직 준비성 차원의 변수들은 온라인 직거래 수용의도에 영향이 없는 것으로 나타났다. 본 연구에서는 결과들을 바탕으로 농업경영체의 온라인 직거래 마케팅 수용을 위한 실천적 방안을 제시하였다.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.399-407
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• 2020

The paper examines social entrepreneurial intention through outcome expectations. The proposed model incorporates outcome expectations from social cognitive career theory and theory of planned behaviors. The study also introduces a scale for outcome expectations in social entrepreneurship, including solving social problems, innovation, family tradition of social involvement, meaning in life, prestige and social recognition, competitive and favorite job and wealth. A survey of 279 students was conducted through face-to-face structured interviews. The confirm factor analysis and technique of structural equation modeling were used to explore relationships among latent constructs. Research results show that the outcomes impact only through three determinants of theory of planned behavior and do not have significant impact to social entrepreneurial intention. It suggests that outcome expectations may be a flexible factor. Individual outcome expectations can shift to motivations when facing favorable conditions such as family support, government support, etc. The findings suggest that the ability to predict social entrepreneurial intention of attitude toward behavior, subjective norms, and perceived behavioral control. The proposed model in this study contributes importantly to the emerging literature on entrepreneurial intention, particularly to social entrepreneurial intention. This study is also the first quantitative study to measure the impact of outcome expectations on social entrepreneurial intention.

• 한국보육지원학회지
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• 제14권2호
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• pp.39-58
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• 2018

Objective: The purpose of this study was to explore the mediating effects of parenting efficacy on the relationship between parenting alliance and parenting stress, and to investigate whether the relationships between these indicators were the same for mothers and fathers. Methods: A sample of 228 parents (114 mothers and 114 fathers) of 6 month old infants in Gyeonggi Province completed measures of Perceived Parenting Competence, Parenting Alliance Inventory, and Parenting Stress Inventory-Short Form. Results: The results indicated that parenting alliance produced its effect directly and indirectly through parenting efficacy on parenting stress. Using multiple group SEM analyses, it revealed that fathers parenting efficacy was mediated by parenting alliance and that the strength of the pathways was stronger for fathers than for mothers. Conclusion/Implications: These findings suggest that parenting alliance can improve father's parenting efficacy. The differential predictors of mother and father efficacy as well as their implications for future research are discussed.

• 기본간호학회지
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• 제19권4호
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• pp.463-473
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• 2012

Purpose: The main purpose of this study was to identify factors affecting medication adherence and to develop an explanatory model for medication adherence in elders with chronic disease. Method: Empirical data were collected from 312 older adults with chronic disease and the data collect period was from August 8 to 31, 2011, and were analyzed using SPSS for Windows 19.0 program and confirmatory factor analysis with the structural equation model (SEM) procedure performed with AMOS 19.0 program. Results: Results of this study showed that perceived self-efficacy was the strongest factor influencing medication adherence, and it affected also outcome expectations positively but impediments were negatively influenced by self-efficacy. Outcome expectations and impediments subsequently acted on medication adherence with the same relationship as self-efficacy. In additional results, self-efficacy and medication adherence were further significantly affected by the factors; social support, medication knowledge, and depression. Conclusion: These results show that nursing interventions to promote medication adherence in this population should focus on self-efficacy promotion including social support, education for delivery of medication knowledge, and reduction in depression.

• 성인간호학회지
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• 제20권2호
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• pp.187-199
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• 2008

Purpose: This study is to develop a hypothetical structural model of the quality of life of single aged women and to explain the compatibilities between the models and actual data. Methods: Ten theoretical variables were used to evaluate of the quality of life of single aged women. 300 of single aged women were selected as the subjects. A hypothetical prediction model of quality of life was tested by the covariance structure analysis with PC-LISREL 8.12. Results: Economy, religion activity, leisure activity, social support, self-esteem, depression and health prompting behavior were the significant variables which affected to the quality of life directly in the single aged women. But social support, self-esteem affected to them indirectly. Knowing perceived health status directly but it affected indirectly to the quality of life in single aged women. Conclusion: In this study, it was discovered that self-esteem was the most important factor to affect to the quality of life in single aged women and the next was the depression and health promoting behavior. As a result, it was discovered that age, economic status, self-esteem and depression were the significant factors to affect to the quality of life in single aged women.

• Asia pacific journal of information systems
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• 제23권4호
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• pp.103-128
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• 2013

When a consumer needs a product or service and multiple sellers are available online, the process of selecting a seller to buy online from is complex since the process involves many behavioral dimensions that have to be taken into account. As a part of this selection process, consumers may set minimum trust expectation that can be used to screen out less trustworthy sellers. In the previous research, the level of consumers' trust expectation has been anchored on two important factors: product involvement and perceived risk. Product involvement refers to the extent to which a consumer perceives a specific product important. Thus, the higher product involvement may result in the higher trust expectation in sellers. On the other hand, other related studies found that when consumers perceived a higher level of risk (e.g., credit card fraud risk), they set higher trust expectation as well. While abundant research exists addressing the relationship between product involvement and perceived risk, little attention has been paid to the integrative view of the link between the two constructs and their impacts on the trust expectation. The present paper is a step toward filling this research gap. The purpose of this paper is to understand the process by which a consumer chooses an online merchant by examining the relationships among product involvement, perceived risk, trust expectation, and intention to buy from an e-tailer. We specifically focus on the mediating role of perceived risk in the relationships between enduring product involvement and the trust expectation. That is, we question whether product involvement affects the trust expectation directly without mediation or indirectly mediated by perceived risk. The research model with four hypotheses was initially tested using data gathered from 635 respondents through an online survey method. The structural equation modeling technique with partial least square was used to validate the instrument and the proposed model. The results showed that three out of the four hypotheses formulated were supported. First, we found that the intention to buy from a digital storefront is positively and significantly influenced by the trust expectation, providing support for H4 (trust expectation ${\rightarrow}$ purchase intention). Second, perceived risk was found to be a strong predictor of trust expectation, supporting H2 as well (perceived risk ${\rightarrow}$ trust expectation). Third, we did not find any evidence of direct influence of product involvement, which caused H3 to be rejected (product involvement ${\rightarrow}$ trust expectation). Finally, we found significant positive relationship between product involvement and perceived risk (H1: product involvement ${\rightarrow}$ perceived risk), which suggests that the possibility of complete mediation of perceived risk in the relationship between enduring product involvement and the trust expectation. As a result, we conducted an additional test for the mediation effect by comparing the original model with the revised model without the mediator variable of perceived risk. Indeed, we found that there exists a strong influence of product involvement on the trust expectation (by intentionally eliminating the variable of perceived risk) that was suppressed (i.e., mediated) by the perceived risk in the original model. The Sobel test statistically confirmed the complete mediation effect. Results of this study offer the following key findings. First, enduring product involvement is positively related to perceived risk, implying that the higher a consumer is enduringly involved with a given product, the greater risk he or she is likely to perceive with regards to the online purchase of the product. Second, perceived risk is positively related to trust expectation. A consumer with great risk perceptions concerning the online purchase is likely to buy from a highly trustworthy online merchant, thereby mitigating potential risks. Finally, product involvement was found to have no direct influence on trust expectation, but the relationship between the two constructs was indirect and mediated by the perceived risk. This is perhaps an important theoretical integration of two separate streams of literature on product involvement and perceived risk. The present research also provides useful implications for practitioners as well as academicians. First, one implication for practicing managers in online retail stores is that they should invest in reducing the perceived risk of consumers in order to lower down the trust expectation and thus increasing the consumer's intention to purchase products or services. Second, an academic implication is that perceived risk mediates the relationship between enduring product involvement and trust expectation. Further research is needed to elaborate the theoretical relationships among the constructs under consideration.

• 한국ITS학회 논문지
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• 제21권5호
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• pp.117-132
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• 2022

본 연구는 완전 자율주행자동차(Level 4 이상)에 대한 도로이용자 수용성 영향요인 분석을 목적으로 한다. 조사대상은 완전 자율주행자동차와 도로를 공유하는 일반자동차 운전자와 보행자로 설정하였다. 기술에 대한 신뢰, 호환성, 정책, 인지된 안전성, 인지된 유용성이라는 5가지 수용성 요인을 선정하고, 행동의도에 미치는 영향을 구조방정식 모형(Structural Equation Modeling, SEM)으로 분석하였다. 완전 자율주행자동차 수용에 있어 수용주체에 관계없이 인지된 안전성과 기술에 대한 신뢰가 매우 중요한 것으로 확인되었으며, 정책은 영향력이 없었다. 호환성 및 인지된 유용성은 보행자 보다 운전자에게 특히 영향력 있는 요인이었다. 도로이용자의 수용성 향상을 위해서는 완전 자율주행자동차의 기술적인 완성도 확보가 무엇보다도 중요하다. 완전 자율주행자동차의 안전운전능력에 대한 인증 및 평가가 철저하게 수행되고, 그 결과를 토대로 도로이용자의 인식을 개선할 필요가 있다. 도로이용자 대상 교육 및 홍보를 통해 완전 자율주행자동차를 긍정적으로 인식하게 하고, 완전 자율주행자동차와 도로이용자 간 원활한 상호작용이 가능하도록 지원해야 한다.

• Asian Journal of Business Environment
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• 제6권4호
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• pp.5-12
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• 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.