• 한국병원경영학회지
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• 제11권4호
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• pp.37-62
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• 2006

This study investigates the antecedents of knowledge sharing behavior focusing on the individual level factors in an assumption that the behavior is initiated from the individual level decisions. A hypothesis that the relation between personality trait and behavior is mediated by the social-cognitive constructs contained in the Theory of Planned Behavior(TPB) is tested. For the study, we suggest a TPB extended model that extends original TPB model by including conscientiousness facet of FFM(Five Factor Model). This study uses a cross-sectional design. Data were collected from a self-reported survey on 197 nurses in a tertiary hospital. The results showes a significant positive relationship between the conscientiousness facet of FFM and knowledge sharing behavior. In the TPB extended model, the conscientiousness facet has significant direct effects on all the constructs of original TPB model. Of the TPB exogenous constructs, the social norm construct alone has a significant effect on intention and the perceived behavioral has a direct significant effect on the knowledge sharing behavior. These results confirm the importance of conscientiousness in predicting knowledge sharing behavior and clarify the characteristics of knowledge sharing behavior as a contextual, job oriented behavior in a workplace. We conclude that personality trait as conceptualized in the FFM needs to be integrated into TPB model in explaining the knowledge sharing behavior. Based on these results theoretical and practical implications are discussed.

• 디지털융복합연구
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• 제11권1호
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• pp.89-97
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• 2013

한국사회에 아이폰이 소개된 이후 일어난 아이폰 열풍은 이례적인 상황으로 받아들여졌고 이에 따라 모바일 업계나 연구자에게 관심의 대상이 되었다. 아이폰 열풍 이후 한국사회는 스마트폰이 견인하는 소위 스마트사회로 진입하게 되었다. 이러한 배경에서 한국 소비자의 스마트폰 수용과정을 이해하기 위한 설명력 높은 모형을 탐색 구축하는데 본 연구의 목적이 있다. 분석결과 TPB, TAM 및 통합모형 모두 유의한 설명력을 가지고 있는 것으로 나타났다. TPB가 TAM 보다 높은 설명을 보였으며, 통합모형은 근소하지만 TPB보다 높은 설명력을 보였다. 이 연구의 시사점은 새로운 정보통신기기 연구에서 널리 차용되는 TAM 보다 사회적 영향력과 개인적 속성을 고려한 예측력 높은 모형을 구축할 필요가 있다는 것이다.

• 한국IT서비스학회지
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• 제9권4호
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• pp.37-55
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• 2010

Digital content piracy has been shown to be an emerging societal problem, However, Studies on digital content piracy are very limited. In this paper, we try to find whether Theory of Planned Behavior(TPB) can explain the online digital content piracy in China. In addition to the finding of TPB's usefulness, We also examine the cross-cultural differences between Korea and China in behavior towards online digital content piracy. we argue that cultural factors moderate the strength of the relationships in the TPB model in online digital content piracy. we use a theoretical model of behavior based on the framework of the TPB( Theory of Planned Behavior) and Hofstede's national cultural dimensions. Our results indicate that the general TPB(Theory of Planned Behavior) model of software piracy is broadly applicable to digital content piracy in China. Our findings also show that most of the hypothesized moderating effects of national cultural factors were found to be significant.

• 한국IT서비스학회:학술대회논문집
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• 한국IT서비스학회 2009년도 춘계학술대회
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• pp.602-605
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• 2009

Digital content piracy has been shown to be an emerging societal problem, However, Studies on digital content piracy are very limited. In this paper, we try to find whether Theory of Planned Behavior(TPB) can explain the online digital content piracy in China. In addition to the finding of TPB's usefulness, We also examine the cross-cultural differences between Korea and China in behavior towards online digital content piracy. we argue that cultural factors moderate the strength of the relationships in the TPB model in online digital content piracy. we use a theoretical model of behavior based on the framework of the TPB(Theory of Planned Behavior) and Hofstede's national cultural dimensions. Our results indicate that the general TPB(Theory of Planned Behavior) model of software piracy is broadly applicable to digital content piracy in China. Our findings also show that most of the hypothesized moderating effects of national cultural factors were found to be significant.

• The Journal of Asian Finance, Economics and Business
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• 제9권5호
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• pp.187-199
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• 2022

The purpose of this study was to offer a new conceptual framework based on a combination of the TPB model, the TAM model, and two additional constructs consisting of eWOM and pricing value called the E-P-TAM-TPB model, and to assess the model's implications on hotel selection behavior. This study empirically examines the E-P-TAM-TPB model to evaluate and validate domestic tourists' online hotel booking intentions by using the partial least squares structural equation modeling (PLS-SEM) approach. The data was collected from 355 domestic tourists who booked the room via the hotel website. The major findings of this study indicated that the E-P-TAM-TPB model has a positive significant influence on online hotel selection behavior. The results revealed that all proposed hypotheses were declared supported. Future studies should build on the framework by incorporating potential moderators to better understand how different groups of customers behave online in different segments of the hospitality industry. Managers must not only develop an easy booking process but also provide price value information to attract or impress clients. Tourists can compare room rates with other hotel websites and OTAs.

• 성인간호학회지
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• 제14권1호
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• pp.73-82
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• 2002

The purpose of this study was to test the fitness and explainable power of TPB-SE model to the behavior of breast self examination and it was to examine effectiveness of education for Intention and behavior of breast self examination. The subjects were 122 womens under baby sitting teachers' training programs at "S"college on Po Hang city, Kyung Pook province from May 10, 1998 through October 17, 1998. Among 122 subjects, 61 were placed in experimental group and 61 in control group. The experimental group was treated by researcher who administered booklet, slide and breast model. Collected data were analyzed through $X^2$-test, t-test, MANOVA, ANCOVA, Pearson correlation coefficient via SPSS/PC and applied LISREL 8.0 programs to test TPB-SE model. The result of this study was summarized as follows: 1. TPB-SE model with additions of self efficacy from TPB fits well for predictive factors of behavior of breast self examination and it also fits well for data (GFI=.91, $R^2$=.45). 2. Behavior score of breast self examination in the experimental group with already educated with breast self examination was significantly higher than that of control group (Wilks's value=.711, p=000). Through the results of this study, TPB-SE model with additions of self efficacy from TPB fits well for predictive factors of behavior of breast self examination and the education of breast self examination was effective to improving intention and behavior of breast self examination. I herewith reached final conclusions that the behavior of breast self examination should be regarded as one of health behavior for all women and the health education to women for breast self examination will be important job role for all nurses. In addition to above, the intervention through effective education designed for improving attitude, subjective norm, perceived control, self efficacy and intentions will be necessary step for any improvement of women' health behavior.

• Asia Pacific Journal of Business Review
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• 제6권2호
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• pp.27-60
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• 2022

Previous studies stated that low carbon innovation performance could be influenced by government regulations and the green market, which is the new trend of consumer consumption in the present time, mainly focusing on external factors. Before study augured that low carbon innovation performance could be driven by internal and external factors of cooperation such as institutional pressure, stakeholder pressure, and innovation resources. However, the study of green transformational leadership and organizational environmental culture on low carbon innovation performance is rare, especially in Chinese manufacturing, as well as the effect of influencing factors of TPB model: environmental attitude, subjective norm, and perceived behavior capability on low carbon innovation performance. Previous studies mostly used the TPB model for predicting individual behavior. This study established a theoretical model combining the TPB model with green transformational leadership and organizational environmental culture of Chinese automobile manufacturing on low carbon innovation performance. This study consists of two sections of research methodology: section 1 related to questionnaire design and data collection. We established a questionnaire and distributed it online, targeting responses from the managerial level working in Chinese automobile manufacturing. Eventually, 155 valid questionnaires were used for analysis. Section 2 involved data analysis using statistical software. Reliability and data validity was examined by reliability analysis and factor analysis. Correlations and convergent validity analyses were applied, and structural equation modeling was conducted to test the proposed hypotheses. The findings indicated that green transformational leadership, organizational environmental culture, and essential factors of TPB model; environmental attitude, subjective norm and perceived behavior capability positively affect low carbon innovation performance. In addition, the indirect effect of green transformational leadership was tested and found that organizational environmental culture and TPB factors mediated the relationship between transformational leadership and low carbon innovation performance.

• Journal of Nutrition and Health
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• 제54권1호
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• pp.67-75
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• 2021

Purpose: The theory of planned behavior (TPB) was used to investigate how the psychological constructs of attitude, subjective norms, and perceived behavioral control (PBC) affect the individual intention of behaviors in adults. Social support is also important in enabling the stability of healthy eating. This study examined the relationship between three major constructs of TPB as well as social support and the intention of healthy dietary behaviors in adults residing in Beijing, China using the extended TPB. Methods: The study questionnaire was based on previously validated items and an online survey was conducted from October to November 2020. Using a total of 244 Chinese adults in Beijing, multiple linear regression analysis was used to test the relationships between three major constructs of TPB as well as the social support and intention of healthy eating. Results: Among the three major constructs of TPB, subjective norms (p = 0.044) and PBC (p = 0.000) were significantly related to the behavioral intention of healthy eating (p = 0.000), and the model explained 76.6% of the variance of the behavioral intention from the three constructs of TPB included in the multiple linear regression model. The additional inclusion of social support to the model did not increase the explanatory power of the model to describe the behavioral intention of healthy eating. The subjective norms (p = 0.040) and PBC (p = 0.000) were still significant where social support did not explain the variance of the behavioral intention adequately. Conclusion: The subjective norms and PBC may be potential determinants of the behavioral intention of healthy eating in adults residing in Beijing, China. These study results can be used to promote healthy eating in Chinese adults living in urban areas. Large-scale intervention studies will be needed to determine if social norms and PBC predict the actual behaviors of healthy eating in Chinese adults.

• 보건교육건강증진학회지
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• 제26권2호
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• pp.49-61
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• 2009

Objectives: The purpose of the study was to test the applicability of the Theory of Planned Behavior(TPB) to Korean adult smokers in order to obtain an enhanced understanding of their smoking-cessation intention and to establish strategies for effective smoking-cessation interventions at the community clinic. Methods: The data came from a survey that was conducted on adult male smokers who visited the smoking-cessation clinic at H community clinic in Korea from January to November in 2006 (N=434). Included in the survey were questions asking core variables and salient belief variables dictated by TPB. A structural equation model was established using TPB and data were analyzed to examine the applicability of the theory to the understanding of the structure of variables leading to intention. Results: The analysis of the structural model revealed that the study model was statistically significant(p<.001), suggesting the high validity of TPB in explaining the structure of the data. Among the relationships in the model, negative behavioral beliefs were not significant(p>.05), and negative control beliefs and subjective norm were significant(p<.05) but not as highly as other variables in the model(p<.001). Conclusion: TPB was useful in understanding smoking-cessation intention of smokers who visited community clinic to stop smoking. More specific strategies for counseling and education need to be developed to enhance attitude and perceived behavioral control (self-efficacy) toward smoking-cessation intention, such as emphasizing health benefits of quitting smoking, and eliciting values and life principles that can help increase the intention to stop smoking.

• 유통과학연구
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• 제20권5호
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• pp.85-96
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• 2022

Purpose: This study aims to dissemination a new concept based on empirical research on enhancing entrepreneurship intention (EI) in the theory of planned behavior (TPB) through entrepreneurship mindset (EM) and task technology fit (TTF). The TTF is a moderating variable in strengthening the relationship between EM and EI. Research design, data, and methodology: This research design was quantitative research. The respondents were 202 students from Malaysia and Indonesia who had filled out and collected an online questionnaire in Microsoft form. Three hypotheses examined the direct influence and the indirect impact of EM on EI through antecedent variables of TPB, and the effect of TTF as moderating variable to enhance the relationship between EM and EI. The data was analyzed using the WarpPLS version 7.0. Results: The result showed that EM had a significant impact on the students' EI. The interaction of EM and TTF was significantly able to improve EI. Conclusions: The findings contributed new ideas to develop the theoretical framework of the TPB model and were able be utilized by lecturers to consider the integration of EM and TTF in the model. The novelty of this study elaborated the EM and TTF variables as an extended model of the TPB.