• Journal of Digital Convergence
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• v.17 no.7
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• pp.99-108
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• 2019

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

• Journal of Convergence for Information Technology
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• v.8 no.6
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• pp.287-292
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• 2018

This paper investigates the differences in norms, values, and trusts that affect the quality of life of the elderly, as well as the elderly population. The elderly surveyed 401 households (65 years old or older) residing in N city. As a result of the analysis, there was a difference in life satisfaction according to sex, marital status, educational background, type of household composition and income level in the comparison of life satisfaction according to demographic variables. As a result of examining the influence of social capital on the elderly's life satisfaction, it was found that they contributed to trust, norm, and participation order. This study suggests that future policies of the elderly welfare policy should be considered as a policy that focuses on participation in various social activities that can activate social capital.

• 한국노년학
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• v.37 no.3
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• pp.763-781
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• 2017

This study explores the relationship between indirect contacts of older adults and ageism related behaviors by investigating adults' exposure to portrayals of older people and their images in media. This study also investigates how indirect contacts of older adults influence ageism related behaviors such as avoidance and discrimination against older adults through attitudes and social norms about older adults. Using an online survey collected from 252 adults aged 18-64 years, the authors found that indirect contacts of older adults through media predicted attitude toward older adults as well as social norms. The results also revealed that social norm predicted both avoidance and discrimination behavior against older adults while attitude toward older adults only predicted avoidance behavior. Finally, the findings indicated that attitude toward older adults mediated the relationship between indirect contacts through media and avoidance behavior. However, social norm mediated the relationships between indirect contacts through media and discrimination as well as avoidance behaviors. Implication and limitation of the findings are discussed.

• The Journal of Information Systems
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• v.23 no.1
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• pp.73-91
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• 2014

Microblog is emerging as a new communication service because of its usefulness and real-time accessability. Recently, microblog services, such as twitter and me2day in Korea, are getting a great attention. Continuous use intention is critical to sustain the service. However, most recent studies are based on Technology Acceptance Model(TAM) and Expectation Confirmation Model(ECM). These models are only focused on individual factors and overlook social influence factors. Social influence has been indicated as a critical factor of technology adoption and diffusion in social context(Davis, 1989; Fulk et al., 1987). In this study, we explore factors related to social influence which effect on continuous use intention for 'me2day' that is one of the most famous microblog in Korea. The purpose of this study is to understand continuous use intention and examine the relationship among social influence factors, social presence, and continuous use intention. To understand the phenomenon of continuous use intention in microblog service, this study employed social influence theory and expanded it by adding personal network exposure and group norm as additional social influence factors. The results show that social identity, group norms, and social presence positively influences continuous use intention. Contrary to our expectation, personal network exposure does not influence on continuous use intention. Academically, this research can contribute to microblog research field through elucidating the relationship among social influence factors, social presence, and continuous use intention. Although there is not enough research which is considered social influence factors as major explanation for continuous use intention, this study can give novel point of view to understand continuous use intention of microblog. Practically, service providers could consider ways to encourage users to continually use microblog service by reinforcing social influence factors and social presence.

• Korean Journal of Community Nutrition
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• v.5 no.1
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• pp.36-49
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• 2000

The purpose of the study was to find the sociopsychological factors predicting the intention of compliance with the dietary regimen in diabetes with a questionnaire. Data were collected from 282 adult noninsulin-dependent diabetics in Seoul, Kyoggida, and Kyongsangbukdo in Korea. Stepwise multiple regression analysis was conducted with predictor variables from theories of the Health Belief Model, Social Cognitive Model, The Theory of Reasoned Action , and Social Support. The behavioral intention of compliance with the prescribed diet was the independent variable. Subjects norm self-efficacy knowledge about diet therapy, outcome expectation, relationship with medical team, threat of deterioration of disease, and social support were the independent variables, The mean score of behavior intention was high ie 35.3 out to 42. Subjective norm and self-efficacy were the significant variables to predict the intention of dietary compliance. These variables comprised 39% of the common variance. To increase dietary compliance by influence of the referents and improve self-efficacy significant referents must be included and concrete and practical methods to follow the dietary regimen must be provided in nutrition education.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.6
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• pp.3499-3511
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• 2014

This study examined what determinants affect the intention of retweeting on Twitter from the perspectives of motivations and social psychology. The primary theoretical foundations are the theory of reasoned action (TRA), motivation theory and social capital theory. An online survey was administrated to collect the data. The data collected was analyzed using the structural equation model (SEM). The findings showed that both the attitude toward the retweeting behavior and subjective norm have significant effects on the intention to retweet. The results also showed that the attitude toward the retweeting behaviors was influenced by the individual intrinsic motivation and the norm of reciprocity. Social trust also had a significant influence on the intention to retweet. This study discusses the implications of these findings.

• The Korean Journal of Community Living Science
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• v.17 no.2
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• pp.113-124
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• 2006

This study examines the factors influencing social capital within a lifelong learning city as discussed in the Youngcheon and Andong City case study. Data was collected from 205 leaners in Andong City and 194 learners in Youngchun City. The data was then analyzed by the SPSS WIN 12.0 program. The statistical techniques used for this study were frequency, percentile, 1-test, and regression. The major findings of this study were as follows: To begin with, the learners in LLC were more likely to have positive attitudes toward the construction of a lifelong learning city. Second, the leaners in LLC were more likely to have social capital including norm and network. Furthermore, the learning opportunity had a positive effect in increasing the trust between learners. Learning support and support systems also had influence in increasing the social network between learners. Finally, support systems had a positive effect in improving the norm between learners.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.6
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• pp.300-307
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• 2016

The development of computer-based information technology has led to the quantitative and qualitative growth of social media which have two sides; a positive one such as the generation and sharing of information and a negative one which includes cyber plagiarism and cyber bullying. This study seeks to understand which factors can lead to cyber plagiarism, which is the most prevalent form of unethical cyber behavior. We expected that the intrinsic and extrinsic motivations for using social media would have different effects on unethical cyber intention and that this relation between motivation and cyber unethical behavior would be moderated by the subjective norm. In order to obtain a better understanding of the relationships among the individual motivation, unethical cyber intention, and cyber plagiarism, information was obtained from 564 social media users. The respondents provided details of their experiences and attitudes regarding social media usage behavior and unethical cyber behavior. The results confirmed that extrinsic motivation significantly increases unethical intention and further leads to high levels of cyber plagiarism. The subjective norm plays a moderating role in the relationships between extrinsic motivation and unethical cyber intention. Based on the results, the theoretical and practical implications of the research findings are discussed, and recommendations for future research are provided.

• Journal of Korea Society of Digital Industry and Information Management
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• v.15 no.1
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• pp.29-41
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• 2019

The purpose of this study examined how post-traumatic stress, caused when internet users in web portal or social media are defamed in cyberspace, influence on coping behaviour, through the Theory of Reasoned Action's two major factors: Attitude on behaviour and subjective norm. In so doing, it aims to provide a technical and political solution that would fundamentally prevent future victims in cyberspace. In an effort to examine its research theory, a survey was conducted on people who have had the experience of being defamed in cyberspace. The results showed, first, hypersensual has no significant influence over attitude on behaviour and subjective norm. Second, intrusion has no significant influence over attitude on behaviour and subjective norm. Third, avoidance showed significant influence over attitude on behaviour and subjective norm. Fourth, attitude on behaviour and subjective norm showed significant influence on behaviour. This study has both theoretical and practical significance; Unlike previous studies on cyber defamation with qualitative research method, this study employed quantitative method through theory-based approach. In other words, the researcher did not arbitrarily set variables, but utilized the Theory of Reasoned Action for examination.

• The Research Journal of the Costume Culture
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• v.2 no.1
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• pp.105-121
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• 1994

The purpose of this study was to investigate clothing socialization in Korean fairy tales by the socialization theory. Clothing socialization analyzed of seven categories-norm, role, self-identity, morality, institution, social class and social change, From the costume in the Korean fairy tales, clothing socialization can be visualized.