• 디지털융복합연구
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• 제20권3호
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• pp.251-264
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• 2022

본 연구의 목적은 기업의 성공적인 리워드형 크라우드펀딩을 위한 요인과 전략을 제시하는 것이다. 이를 위해 계획행동이론(TPB)의 기본 변수인 태도, 주관적 규범, 지각된 행동 통제 외에도 개인 혁신성과 위험 선호도를 확장 변수로 추가하여, 확장된 계획행동이론(E-TPB)을 바탕으로 리워드형 크라우드펀딩의 투자 의도에 영향을 미치는 요인들을 파악하고 요인들 간의 영향 관계를 살펴보았다. 또한, 리워드형 크라우드펀딩 경험의 조절 효과를 확인하였으며, 리워드형 크라우드펀딩의 개념에 대해 인지하고 있는 설문자를 대상으로 탐색적 요인분석과 다중 회귀분석을 진행하였다. 가설을 검증한 결과 태도, 주관적 규범, 지각된 행동 통제, 위험 선호도는 리워드형 크라우드펀딩 투자 의도에 영향을 미치는 것으로 나타났으며, 리워드형 크라우드펀딩 경험이 지각된 행동 통제와 위험 선호도가 투자 의도에 영향을 미치는 정도를 조절하는 것으로 확인되었다. 연구결과를 바탕으로 기업들이 자금조달과 판매 활성화 방안으로 사용할 수 있는 리워드형 크라우드펀딩의 성공을 높이는 방향성을 제시하여 학문적·실무적 의의가 있을 것으로 보인다.

• 패션비즈니스
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• 제26권5호
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• pp.105-121
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• 2022

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.

• 정보관리학회지
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• 제34권1호
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• pp.291-316
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• 2017

본 연구의 목적은 확장된 계획행동이론을 적용하여 만화도서관을 방문하는 이용자들의 행동의도를 파악하는데 있다. 이를 위해 주관적 규범, 태도, 행동통제의 계획행동이론 기본변수에 만화에 대한 호감도, 서비스품질 등의 확장변수를 추가하여 변수의 영향을 증명하였다. 그 결과는 다음과 같다. 만화도서관을 재이용하고자 하는 이용자의 행동의도에 태도가 가장 큰 영향을 미치고 있으며, 나머지 요인들은 주관적 규범, 서비스품질, 지각된 행동통제의 순서대로 나타났다. 의외로 만화호감도의 경우 행동의도에 직접적 영향이 없었지만 태도, 주관적 규범, 지각된 행동통제를 매개하여 간접적으로 영향을 미치고 있었다. 또한 만화호감도와 서비스품질의 경우 기존변수인 태도, 주관적 규범, 지각된 행동통제에 대해 설명력을 보이고 있어 확장변수로써 행동의도에 대한 효과가 있음을 확인하였다.

• Nutrition Research and Practice
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• 제5권2호
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• pp.169-178
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• 2011

Fast food is popular among children and adolescents; however, its consumption has often been associated with negative impacts on nutrition and health. This study examined current fast food consumption status among middle school students and explored factors influencing fast food consumption by applying Theory of Planned Behavior. A total of 354 (52.5% boys) students were recruited from a middle school. The subjects completed a pre-tested questionnaire. The average monthly frequency of fast food consumption was 4.05 (4.25 for boys, 3.83 for girls). As expected, fast food consumption was considered to be a special event rather than part of an everyday diet, closely associated with meeting friends or celebrating, most likely with friends, special days. The Theory of Planned Behavior effectively explained fast food consumption behaviors with relatively high $R^2$ around 0.6. Multiple regression analyses showed that fast food consumption behavior was significantly related to behavioral intention (b = 0.61, P < 0.001) and perceived behavioral control (b = 0.19, P < 0.001). Further analysis showed that behavioral intention was significantly related to subjective norm (b = 0.15, P < 0.01) and perceived behavioral control (b = 0.56, P < 0.001). Attitude toward fast food consumption was not significantly associated with behavioral intention. Therefore, effective nutrition education programs on fast food consumption should include components to change the subjective norms of fast food consumption, especially among peers, and perceived behavioral control. Further studies should examine effective ways of changing subjective norms and possible alternatives to fast food consumption for students to alter perceived behavioral control.

• 디지털융복합연구
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• 제16권3호
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• pp.225-236
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• 2018

조직은 정보 보안 기술에 대한 지속적인 투자를 통하여 다른 기업들보다 정보자원에 대한 경쟁력을 높이고 있다. 그러나 정보보안 기술 및 정책을 실행에 옮기는 조직원의 정보보안에 대한 관심이 상대적으로 저조하다. 본 연구는 정보보안 분야에 계획된 행동이론, 공정성이론, 그리고 동기이론을 적용하여 조직원의 정보보안 준수의도를 높이기 위한 메커니즘을 찾는다. 연구대상은 정보보안 정책을 도입한 조직의 조직원들이며, 서베이를 통하여 유효샘플 383개를 수집하였다. 연구가설 검증은 구조방정식 모델링을 실시하였다. 결과는 조직공정성, 외재적 동기(제재), 내재적 동기(조직일체화)가 계획된 행동이론의 세부 요인들에 영향을 주고 개인의 정보보안준수의도에 영향을 주는 것으로 나타났다. 분석 결과는 조직의 보안정책에 대한 조직원들의 준수의도 향상을 위한 전략적 접근 방향을 제시한다.

• 대한가정학회지
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• 제39권6호
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• pp.79-92
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• 2001

The goal of this study is to investigate the consumers'shopping orientation among those who have experience in buying imported clothing and those who have no experience in buying imported foreign clothes, types of clothing they buy (planned purchase, non-planned purchase, impulsive purchasing), purchase behavior, and demographic characteristics. The data were obtained from questionnaires completed by 400 women in the Daegu area whose age was 20 years and older. The SPSS package was used for data analysis which includes a test of reliability, frequency, percentage, factor analysis, t-test, and $\chi$$^2$ test. There were significant differences in clothing shopping orientation, impulsive purchasing, use of information sources, store selection standards between groups who had experience of buying imported clothing and had no experience of it. Also, there were significant differences in education levels, income Levels, marital status between two groups.

• 한국학교보건학회지
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• 제34권1호
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• pp.33-41
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• 2021

Purpose: Exploring the variables that predict teachers' intent when referring students to mental health professionals is important. The Theory of Planned Behavio (TPB) is a theory of predicting people's intentions of performing a particular behavior; the intent to perform a certain behavior is determined by three factors. (1) attitudes toward the behavior, (2) subjective norms, and (3) perceived control. This study aimed to develop a TPB measurement to investigate what variables predict the intentions of teacher's referral behaviors. Methods: A qualitative study following standardized manuals and guidelines for developing a TPB measurement was used. As a qualitative research method, the Consensual Qualitative Research-Modified (CQR-M) was used. According to the findings from the qualitative study, the quantitative measurement to assess teachers' referral intention, attitude, subjective norm, and behavioral control was developed. Results: The reliability and validity of the newly developed measurement were tested and verified. Conclusion: The newly developed measurement would contribute to a future empirical study that will examine predictors of teachers' referral intention.

• Asia Marketing Journal
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• 제25권3호
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• pp.99-110
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• 2023

Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these ndings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.

• 산업융합연구
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• 제20권5호
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• pp.93-100
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• 2022

본 연구는 미혼 남녀의 출산의도에 영향을 주는 요인을 파악하기 위해 계획된 행위이론을 적용한 서술적 조사연구이다. 자료 수집은 미혼 남녀 168명을 대상으로 2021년 4월 5일부터 4월23일까지 이루어졌다. 연구결과 일반적 특성에서 남성이 여성보다 출산의도가 통계적으로 유의하게 높았으며, 연령과 학력이 높을수록, 직업이 있는 경우, 비정규직인 대상자의 출산의도가 통계적으로 유의하게 높았다. 계획적 행위이론(TPB)을 구성하는 변수 간의 상관관계를 살펴 본 결과, 출산에 대한 태도가 긍정적일수록, 주관적 규범이 클수록, 지각된 행위통제가 클수록 출산의도가 높은 것으로 나타났다. 츨신의도에 미치는 요인을 남성, 여성으로 나누어 분석한 결과, 남성의 경우 출산 태도만이 출산의도에 통계적으로 유의한 영향을 미치는 것으로 나타났으며 출산의도에 대한 설명력은 62.2%이었다. 여성의 경우 출산 태도와 지각된 행위통제가 출산의도에 통계적으로 유의한 영향을 미치며 이들 변수들의 출산의도에 대한 설명력은 69.0%이었다. 미혼남녀의 출산의도를 높이기 위해서는 장기적이며 포괄적인 접근이 필요하고, 향후 저출산 관련 정책 및 교육 프로그램 개발에 있어 본 연구결과가 기초자료를 제공하였다는 점에서 연구의 의의가 있다고 본다.

• 여성건강간호학회지
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• 제22권4호
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• pp.210-220
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• 2016

Purpose: The purpose of this study was to construct and test a structural equation modeling on the reproductive health behavior of single women with sexual experiences. This study employed Ajzen's Theory of Planned Behavior (TPB). Methods: The data were collected after receipt of consent from 250 single women with sexual experiences, and analyzed using SPSS 18.0 and AMOS 18.0. Results: Model fit indices for the hypothetical model were suitable for the recommended level: $x^2=362.407$, RMR=0.065, RMSEA=0.070, GFI=0.867. TLI=0.927, CFI=0.938, IFI=0.939, and $x^2/dF=2.237$. Intention showed direct effect with the biggest effect being on reproductive health behavior. Attitude, subjective norm and perceived behavioral control were found to have a direct effect on intention. Among them, perceived behavioral control revealed the largest influence. Conclusion: This study suggests that the TPB is a suitable model in explaining the reproductive health behavior of single women with sexual experience. Strategic plans for educational and intervention programs should be aimed to encourage single women to engage in reproductive health behavior.