• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.371-381
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• 2020

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

• The Journal of Asian Finance, Economics and Business
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• 제8권1호
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• pp.335-341
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• 2021

This study aims to document empirically the individual factors that influence the intention to do whistleblowing. This study uses several variables, including internal locus of control, external locus of control, and whistleblowing intention. The use of the theory of Planned Behavior in this study is to explain and analyze the perception of behavior control as a determinant of whistleblowing intention. A quantitative research approach is used. The type of data in this study is primary data in the form of a questionnaire. The data collection method in this research is using the survey method. The sampling technique used a nonprobability sampling method, namely, the census method. The census method is the entire population sampled. The population in this study was all employees of the Pratama tax office in West Semarang. The research was conducted by distributing 111 questionnaires. Ninety-one valid questionnaires were returned appropriate for analysis. The data were processed using Partial Least Square-Structural Equation Modeling ((PLS-SEM) using the Warp PLS 7.0 program. WarpPLS 7.0 was used to test hypotheses and the relationship between variables. The study results showed that both internal locus of control and external locus of control affect whistleblowing intention.

• 한국산업융합학회 논문집
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• 제24권4_2호
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• pp.421-434
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• 2021

The expansion of information sharing activities using online can increase the threat of information exposure by increasing the diversity of approaches to information within an organization. The purpose of this study is to present conditions for improving the information security compliance intention of insiders to improve the level of information security within the organization. In detail, the study applies the theory of planned behavior that clearly explains the cause of an individual's behavior and proposes a way to increase the compliance intention by integrating the social control theory and goal-setting theory. The study presented research models and hypotheses based on previous studies, collected samples by applying a questionnaire technique, and tested hypotheses through structural equation modeling. As a result, information security attitude, subjective norms, and self-efficacy had a positive influence on the intention to comply. Also, attachment, commitment, and involvement, which are the factors of social control theory, formed a positive attitude toward information security. Goal difficulty and goal specificity, which are the factors of goal setting theory, formed a positive self-efficacy. The study presents academic and practical implications in terms of suggesting a method of improving the information security compliance intention of employees.

• 한국직업건강간호학회지
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• 제9권1호
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• pp.39-48
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• 2000

Hyperlipemia is the most leading risk factor of cardiovascular disease which is the main cause of death in Korea. However, there is a tendency to neglect the prevention and treatment since it has no specific symptoms. It has been reported that the level of serum-lipid can be lowered by the improvement of eating habits. Therefore, it is highly likely that the development of programs on the improvement of eating habits through behavioral theory is required to the community nursing practice. The theory of planned behavior, which assumes that human behaviors are determined by one's intention to carry out the behavior, can be characterized by the point that behaviors are not only individual factors but also social behaviors relating to subjective norms. It is widely recognized that this theory has a high predictability on health behavior due to it's simplicity clearness, and measurability as well as high quality of being general. Thus, the theory of planned behavior could be useful in developing a model of a health promotion program to the change of behaviors of the risk group of cardiovascular disease. Consequently, based on the theory of planned behavior, the purpose of this study is to develop an intention promotion program of the diet, and then to testify the effects. The sample of this study consisted of 26 industrial workers who had proved hyperlipemia from a medical examination in 1996 (experimental group 13, control group 13). The intention promotion program, which includes education, monitoring, pressure, counselling on the level of individuals, families and organizations, was conducted for 10 weeks The purpose of this program was to promoting intention of the diet through changes of the prerequisite factors of intention such as behavioral belief, outcome evaluation, normative belief and control belief. When it came to data analysis, the ${\chi}^2$-test and Fisher's Exact test were used to compare the general characteristics between the experimental and the control group, an independent t-test for the other variables. ANOVA was used to the test hypothesis, and the Pearson correlation test for variable's correlation. The results of this study can be summarized as follows ; 1) There was a significant increase in the intention(F=18.51, p=.00) of diet in the experimental group. 2) Diets(F=32.51, p=.001) in the experimental group were better carried out than in the control group. 5) There was a moderate correlation between the intention of diet and performance (r=.587. p=.003). From the results, it can be concluded that the intention promotion program is very effective, leading to the change of health promotion behavior. Above all, it is really valuable that the intention promotion program in this study regards health promotion behavior as a social behavior and that intervention was done on the level of family and organization. Consequently, when performing a health promotion program, social approach elevating the intention should go hand in hand in order to make the program effective.

• 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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• 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.

• 시큐리티연구
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• 제43호
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• pp.99-120
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• 2015

본 연구는 계획된 행동이론을 적용하여 민간경비원의 건강행동을 분석하는데 주요 목적이 있다. 이상의 목적을 달성하기 위하여 서울 경기 지역에 거주하고 있는 민간경비원을 유의표집(purposive sampling)하였다. 불성실한 응답 및 이상치를 제외하고 187명의 자료가 분석에 사용되었다. 구체적인 분석 방법은 탐색적 요인분석(Exploratory Factor Analysis: EFA), Polyserial 상관분석, 각 변인간의 인과관계를 추정하기 위하여 다중회귀(multiple regression)분석과 로지스틱 회귀(logistic regression)분석을 실시하였다. 결과를 요약하면 다음과 같다. 첫째, 애착도, 행동에 대한 태도 주관적 규범, 지각된 행동 통제력은 건강행동 지속의지에 정(+)적인 영향을 미치는 것으로 나타났다. 둘째, 애착도는 행동에 대한 태도에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 애착도는 건강행동 지속의지에 정(+)적인 영향을 미치는 것으로 나타났다. 넷째, 지각된 행동 통제력은 건강행동 실현여부에 정(+)적인 영향을 미치며 지각된 행동 통제력인 1단위 증가하면 건강행동을 실천할 가능성이 약 62.9%씩 증가하는 것으로 나타났다. 다섯째, 건강행동 지속의지는 건강행동 실현여부에 정(+)적인 영향을 미치며 지각된 행동 통제력인 1단위 증가하면 건강행동을 실천할 가능성이 약 72.3%씩 증가하는 것으로 나타났다.

• 산경연구논집
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• 제13권4호
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• pp.15-34
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• 2022

Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the T theory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer's thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.

• 한국콘텐츠학회논문지
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• 제13권8호
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• pp.201-210
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• 2013

본 연구는 목회자를 대상으로 은퇴준비 행동과 관련한 연구를 목적으로 한다. 계획된 행동이론에 기초한 은퇴준비 태도요인, 은퇴준비 주관적 규범요인, 은퇴준비 지각된 행동통제요인, 은퇴준비 의도요인, 은퇴준비 행동요인으로 구분하여 연구모형을 구성하였다. 연구대상자는 목회자 214명이었고 SPSS와 AMOS 통계패키지를 사용하여 분석하였다. 첫째, 은퇴준비 주관적 규범과 은퇴준비 지각된 행동통제는 은퇴준비 의도에 정(+)적인 영향을 미치는 것으로 조사되었다. 둘째, 은퇴준비 지각된 행동통제와 은퇴준비 의도는 은퇴준비 행동에 정(+)적인 영향을 미치는 것으로 분석되었다. 셋째, 은퇴준비 의도는 은퇴준비 지각된 행동통제와 은퇴준비 행동의 영향 관계에서 부분 매개효과가 있는 것으로 나타났다. 연구결과를 토대로 목회자들의 은퇴준비 행동에 영향을 미치는 실천적 개입 방안을 제안하였다.