• Journal of Information Technology Services
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• v.7 no.4
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• pp.21-43
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• 2008

This paper develops the research model for the understanding of learner's usage intention in web based collaborative learning(WBCL) system. This model is based on the Davis' Technology Acceptance Model(TAM) and Social Interactivity Theory. Data is collected 225 University students from two different institutions. They were divided into 46 groups and asked to complete an online TOEIC preparation module using WBCL systems over 4 weeks. Data were collected at three points for each participant-before, 3 weeks after, and at the end of the online module. The result show that TAM based Belief factors(Usefulness, Ease of use, Playfulenss) are important determinants of usage intention in WBCL systems. The study also found the external factors of the extended TAM to be subjective norm, leader's enthusiasm in WBCL context.

• Journal of Distribution Science
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• v.19 no.8
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• pp.57-67
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• 2021

Purpose: The purpose of this study was to explain the application of TPB and personal happiness on donation behavior and willingness to donate. Research design, data, and methodology: The population of this research is people in Indonesia who have a tendency in its culture to donate. The sample size used was 245 people with a purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. Result: The results show that the subjective norm had appositive and significant effect on attitude to donate; subjective norm has appositive and significant effect on the donation behavior. Personal happiness has a positive and significant effect on attitude to donate, and personal happiness also has a positive and significant effect on the donation behavior, and the donation behavior has a positive and significant effect on the attitude to donate. Conclusions: Being a responsible person to other people's conditions, as you see other people needing help, you will feel that you have the power to help them. you are often helping people in need, which concludes you are a compassionate person.

• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.500-506
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• 2006

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by mediator. In the contests of voice behavior, the effect of past behavior on intention was not mediated by attitude and perceived behavioral control. Meanwhile, subjective norm mediated the relationship between past behavior and the intention to engage in voice behavior.

• The Korean Journal of Franchise Management
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• v.6 no.2
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• pp.1-16
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• 2015

The purpose of this study was to examine the structural relationships among consumer's values(individualism and collectivism), attitude, subjective norms, and visit intention using reasoned action theory(RAT). The data were collected from 12 5 customers who visited coffee shops in Seoul and Kyonggi and were analyzed using structural equation modeling with SPSS and AMOS The result of the overall model analysis appeared as follows: χ2=11.347, df=2, p=0.003, GF I=0.966, NF I=0.946, CF I=0.954, RMR=0.05 The findings are as follows: First, collectivism had a positive influence on attitudes and subjective norms. Second, Individualism had a significant positive influence on attitude toward coffee shops, but not on subjective norms. Third, both attitude and subjective norm had positive effects on visit intention.

• The Journal of Korean Society for School & Community Health Education
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• v.19 no.3
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• pp.53-64
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• 2018

Objectives: The purpose of this study was to investigate the factors affecting the satisfaction of tutoring and some dental hygiene students and to investigate whether the self - efficacy and subjective norm are mediating effects. Methods: This study was conducted on 81 students in the first year, 82 students in the second year, 30 students in third year of girls who are majoring in the dental hygiene of a college in north Gyeonsang province Form September 1 to October 15 2017 asked them to answer the questionnaire and retrieved the questionnaire, among the 193 questionnaires except for the inaccurate response, 186 were final analysis. Results: In the relationship between the affective factors of tutoring learning and the satisfaction of tutoring learning, the relationship of social interdependence, group intimacy, program usefulness, group commitment, academic self - efficacy, subjective norm, It was found to be relevant. The usefulness of the program was found to have a significant effect on the satisfaction of tutoring learning. Conclusions: It is expected that the tutoring learning satisfaction is mediated by the academic self - efficacy and the subjective norm, so that it can be utilized as the basic data of the study application of the new education program in the field of dental hygiene.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.8
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• pp.892-903
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• 2003

Korean Internet shopping malls, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers especially in purchasing fashion goods. Utilizing Ajzen and Fishbein(1980)'s Behavioral Intention Model, which postulates that behavioral intention is determined by attitude and subjective norm, this study identified behavioral intentions toward purchasing foreign fashion goods through Korean Internet shopping malls and the differences of behavioral intentions according to consumers’purchasing experiences on the Internet shopping malls. The data were gathered by surveying female university students living in the Seoul metropolitan area, Korea, and 222 questionnaires were used in the statistical analysis. Mean, standard deviation, factor analysis, t-test, cross tabulation, and $\chi$$^2$ analysis were used. The results indicated that purchasers had more favorable attitudes and subjective norms and higher behavioral intentions than non-purchasers. With respect to attitude, there were significant differences in behavioral beliefs and evaluation of outcomes for the variety and scarcity value factor. With respect to subjective norm, there were no significant differences in normative beliefs and motivation to comply toward friends, people who had purchasing experiences, fashion magazines. and celebrities between the two groups.

• Nutrition Research and Practice
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• v.15 no.1
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• pp.122-135
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• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS: A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS: The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS: These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.356-363
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• 2014

With Sales of bundling service in telecommunications service are on the increase due to continuous technology progress and the raised demand into convergence and integration service. In this paper, we analyzed the tendencies differences between subscriber and non-subscriber of the bundling service in telecommunications service to establish marketing strategies of the bundling service. we derived the subjective norm and personal innovation as tendency variables of users in using LTE(Long Term Evolution) services, which are based on bundling sales motivation theory, theory of reasoned action, and diffusion of innovation theory. The tendency variables were compared between subscriber and non-subscriber of the bundling service through statistical T-test in empirical study. As a result, we discovered that there are differences in both subjective norm and personal innovation between subscriber and non-subscriber of the bundling service. We also discovered that the subjective norm and the personal innovation of subscriber are stronger than non-subscriber. At last, we derived two implications to increase the sales of the bundling services. First, the bundling service should designed more innovative. Second, it would be effective to apply buzz marketing strategies based on the surrounding people.

• Journal of the Korean Society for information Management
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• v.34 no.1
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• pp.291-316
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• 2017

The purpose of this study was to examine comics library user's behavioral intention using the extended theory of planned behavior. In order to verify the effects of variables, such extended variables as comics likeability and service factor were added to such basic variables of the theory of planned behavior as subjective norm, attitude and behavioral control. Study findings are as follows: user's attitude had the biggest effects on their behavioral intention of reuse of Comics Library, and it was followed by subjective norm, service quality and perceived behavioral control, in order. Comics likeability exceptionally had no direct effects on behavioral intention, but it had indirect effects via the mediation of attitude, subjective norm and perceived behavioral control. And second, comics likeability and service quality had power of explanation for such basic variables as attitude, subjective norm and perceived behavioral control, respectively, thus verifying their effects on behavioral intention as extended variables.

• Korean Journal of Occupational Health Nursing
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• v.11 no.1
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• pp.31-43
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• 2002

This study was conducted on the basis of the Theory of Planned Behavior to analyze factors affecting intentions for health behaviors defined as non smoking, moderate drinking and exercise in male office workers. The participants of this study consisted of 230 male office workers of 10 workplaces located in Seoul. The results of this study can be summarized as follows: 1. Non smoking For smokers. perceived behavioral control, subjective norm and attitude were factors affecting on intention for non smoking, and these factors explained 29% of the total variance of non smoking intention. 2. Moderate drinking For drinkers, subjective norm, perceived behavioral control and attitude were factors affecting on intention for moderate drinking. and these factors explained 5% of the total variance of moderate drinking intention. 3. Exercise For those who exercise irregularly or don't exercise, perceived behavioral control, subjective norm and attitude were factors affecting on intention for exercise, and these factors explained 26% of the total variance of exercise intention. 4. Health Behaviors For all participants, perceived behavioral control, subjective norm and attitude were factors affecting on intention for health behaviors, and these factors explained 34% of the total variance of intention for overall health behaviors. And health behavior intention affected practice of health behaviors, but perceived behavioral control didn't.