• The Research Journal of the Costume Culture
• /
• v.21 no.4
• /
• pp.478-493
• /
• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.

• Journal of Korean Academy of Nursing
• /
• v.30 no.3
• /
• pp.537-548
• /
• 2000

The objectives of this study were to verify the effectiveness of the Theory of Planned Behavior in predicting exercise intention and exercise behavior, and to examine the determinants of exercise intention and exercise behavior in the sample of middle-aged women. The subjects who participated in this study were 263 middle-aged women. The instruments used for this study was a survey of general characteristics, attitude (18 items), subjective norm (2 items), perceived behavioral control (19 items), intention (3 items), and exercise behavior (7 items and 23 items for each). Analysis of data was done by use of descriptive statistics and correlation analysis with SAS PC program. The hypothetical model based on the Theory of Planned Behavior was tested by use of LISREL 8.12a program. The results of this study were as follows. 1) The overall fit of the hypothetical model to the data was good(chi-square=11.76, p=0.03, RMSEA=0.07, standardized RMR= 0.03, GFI=0.99, AGFI=0.94, NFI=0.97, NNFI=0.95). 2) Perceived behavioral control, attitude, and subjective norm were significant determinants of exercise intention, and these variables explained 35% of the total variance of exercise intention. 3) Perceived behavioral control, intention, and attitude were significant determinants of exercise behavior. But, subjective norm was not a significant determinants. These four variables explained 69% of the total variance of exercise behavior. In conclusion, this study shows the applicability of the Theory of Planned Behavior in explaining exercise behavior of middle-aged women, and suggests that health care providers should focus on perceived behavioral control and attitude rather than subjective norm to improve exercise behavior of middle-aged women.

• Journal of Korean Academic Society of Home Health Care Nursing
• /
• v.22 no.1
• /
• pp.78-87
• /
• 2015

Purpose: The purpose of this study was to explore the intentions and influencing factors of intentions to care for New Influenza A ($H_1N_1$) patient Methods: This study involved a descriptive design using self-administered questionnaire. Intentions to care for H1N1 patient was evaluated by prediction tool, based on the Theory of Planned Behavior (TPB). The data were analyzed by SPSS 17.0 using descriptive statistics, t-test, ANOVA with a Scheffe test, Pearson's correlation and multiple regression analysis. Results: The level of intention was high, attitude was negative, subjective norm was high, and perceived behavioral control was moderate. The general regression model with intention as a dependent variable was statistically significant (F=39.31, p<.001). 28.1% of variance in intention was explained by subjective norm (t=8.75, p<.001), and perceived behavioral control (t=4.28, p<.001). Among the predictors, subjective norm had the greatest effect on intention (${\beta}=.44$). The nurse with the higher subjective norm and more positive perceived behavioral control reported the higher intention. Conclusion: The findings of this study suggested that the various aspects of nurse's characteristics should be considered when establishing strategies to improve the nurse's intention for care of infectious disease.

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

• Korean Journal of Culture and Social Issue
• /
• v.27 no.3
• /
• pp.217-236
• /
• 2021

The present study examined the mediating role of the subjective norm about social distancing in the relationship between individuals' collectivistic orientation and their social distancing behavior during the early COVID-19 crisis in Korea. A total of 445 South Korean adults residing in Korea participated in a survey during which level 2 to 2.5 prevention policies were being enforced. Results indicated, as expected, that collectivism positively predicted the perceptions of subjective norm that supports social distancing, which in turn predicted positively individuals' participation in social distancing as prescribed by the central government. This result emerged regardless of the individuals' perception of personal vulnerability to COVID-19. We discuss implications of these findings and directions for future research regarding the link between individualism-collectivism and the behavioral immune system, along with the role of social distancing in effectively curbing the spread of corona virus during the pandemic.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.6
• /
• pp.703-708
• /
• 2023

The current study investigates VPA usage (i.e.,continuance intention of use, WOM intention) of by Theory of Planned Behavior (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived value/risk. The results show that (1) attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value positively predicted the continuance intention of VPA use. Regarding WOM of intention, there were positively significant effects of the attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value. The results of this study are expected to provide a variety of practical and theoretical implications in promising artificial intelligence market by the impact of TPB (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived values of VPA.

• The Journal of Korean Association of Computer Education
• /
• v.16 no.3
• /
• pp.1-12
• /
• 2013

The purpose of this study is to examine a structural relationship among mobile self-efficacy, subjective norm, perceived usefulness, perceived ease of use and behavioral intention of mobile web service using technology acceptance model (TAM). 144 cyber university students enrolled in a course with mobile web service participated for this study. The result revealed that 1) mobile self-efficacy (${\beta}$ = .43, p<.05), subjective norm (${\beta}$ = .30, p<.05), perceived ease of use (${\beta}$ = .25, p<.05) had a direct effect on perceived usefulness. Second, mobile self-efficacy (${\beta}$ = .36, p<.05), subjective norm (${\beta}$ = .44, p<.05) had a direct effect on perceived ease of use. Third, perceived usefulness (${\beta}$ = .94, p<.05) had a direct effect on behavioral intention of mobile web service. However, perceived ease of use did not have a direct effect on behavioral intention of mobile web service significantly. Results of this study emphasize the role of an extended TAM including mobile self-efficacy and subjective norm in a mobile web service course at a cyber university.

• Korean Journal of Organic Agriculture
• /
• v.28 no.3
• /
• pp.289-313
• /
• 2020

This study was conducted to analyze the factors influencing participation intention in urban agriculture. The theoretical foundations of the study were Theory of Planned Behavior (TPB) and Pine and Gilmore's Experiencel Economy. The type of household composition was set as the moderating variable between these independent and dependent variables. In order to test the research model, hierarchical regression analysis was conducted on 439 effective respondents. The empirical analysis results are as follows. Educational experience factors, escapist experience factors, attitudes, subjective norm, and perceived behavioral control, which were set as independent variables to positive (+) influence participation intention in urban agriculture. In addition, the impact of their influence relationship was as follows : perceived behavioral control > attitudes > escapist experience factor > subjective norm > educational experience factor. On the other hand, as a result of analyzing the moderating effect according to the household composition, there was a significant difference in the effect of educational experiences, escapist experiences, and subjective norm on participation intention in urban agriculture. Significant results were not tested on the moderating effects between attitudes, perceived behavioral control, and participation intention in urban agriculture. Based on the results of this empirical analysis, academic and practical implications were presented.

• Korean Management Science Review
• /
• v.22 no.1
• /
• pp.27-46
• /
• 2005

As the electronic commerce has grown dramatically, visiting the Internet shopping malls is accepted as one of our daily life. Despite many studies about user acceptance of the Internet shopping malls, it still remains unanswered how the Internet shopping mall's three quality factors such as system qualify, Information qualify, and service quality affect user trust, and eventually user acceptance of the mall. To investigate this issue, we propose a research model in which six external factors such as three qualify factors as well as self-efficacy, subjective norm, and trust have a significant impact on user's attitude and intention to use the mall. After garnering 244 valid questionnaires from users, we analyze them with structural equation modeling. Experiment results show that the Internet shopping mall's three quality factors such as system quality, information qualify, and service quality significantly Influence user trust for the mall, which in turn impacts user's perceived usefulness, attitude toward using the mall. Another external factors such as self-efficacy and subjective norm also influence user's perceived ease of use and perceived usefulness respectively, affecting user's attitude altogether. Implications and further research directions are presented.

• Journal of Korean Academy of Nursing
• /
• v.28 no.3
• /
• pp.550-562
• /
• 1998

The purpose of this study was to test the Theory of Planned Behavior in the prediction of contraceptive behavior among married women. This study used a descriptive correlational design to examine the relationships among the study variables. Eighty married women in Seoul and Kyungki-do participated in this study, Research instruments used were the tool for measuring TPB variables search as attitude toward contraception, subjective norm, perceived behavioral control, and intention ; and the tool for measuring contraceptive behavior. The former was modified by the researcher according to Ajzen & Fishbein(1980)'s guidelines for tool development and Jee (1993)'s tool. The latter was developed by the researcher Data was collected from July 20, 1996 to October 25, 1996. The results are as follows ; The three factors, attitude, subjective norm and perceived behavioral control of contraception can explain 30% of the variance in contraceptive intention. Inspection of path coefficient for each of the three predictor variables revealed that subjective norm and perceived behavioral control were the predictor variables on intention, while attitude was not. ; and intention and percevied behavioral control factors can explain 42% of the variance in contraceptive behavior. Inspection of path coefficient for each of the two predictor variables revealed that intention and perceived behavioral control were the predictor variables on behavior. In conclusion, this study identified that Theory of Planned Behavior was a useful model in the prediction of contraceptive behavior, and the contraceptive service program based on the TPB variables would be an effective nursing intervention for the change in contraceptive behavior.