• 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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• 제12권1호
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• pp.21-28
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• 2014

Purpose - This study aims to examine the Indian consumers'mall shopping patronage with the application of theory of planned behavior (TPB). The research intends to extend the TPB components (attitude, self-efficacy, subjective norms) with the addition of self-image and study their effect on Indian consumers' mall patronage intention. Research design, data and methodology - The research employed factor analysis to verify correct loading of items on corresponding factors and to confirm the applicability of constructs in the Indian context. The model was tested using stepwise regression analysis. Results -The results indicate a positive relationship between self-efficacy and intention to mall patronage. The findings show that self-image, attitude, self-efficacy, subjective norm significantly influence the mall patronage intention. Self-efficacy, which signifies self-competence and confidence in one's ability as a mall shopper indicates that as the self-efficacy increases Indian consumers' will eventually patronize malls. Conclusions - Self-image congruency plays a salient role in predicting mall-shopping patronage. The mall management should ensure that the mall marketing strategies incorporate it along with the other components of TPB to warrant decent footfall.

• 한국인공지능학회지
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• 제7권1호
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• pp.5-12
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• 2019

The study is to identify the factors influencing Chinese consumers' intentions to purchase organic food based on Theory of Planned Behavior (TPB) model. This research concentrates on the moderating effect of gender during the process. An offline investigation was used for the research purpose. Data for the study was gathered from February to March 2018. The total of 260 valid responses was used for this analysis. An online questionnaire was distributed through Email to Chinese consumers living in major cities of China and abroad to collect the data. Multi group analysis and model comparison were conducted to examine the moderating effect of gender. Our results support previous researches suggesting that gender moderates the relationship between attitude and behavioral intention. However, surprisingly, no significant moderating effect of gender on the relationship between subjective norms and behavioral intention was found. This paper revisited TPB antecedents and the moderating effect of gender focusing on Chinese organic food markets. The findings provide essential managerial implications to the marketers in this industry. Further research could examine whether TPB model can be applied to other potential purchasing groups.

• Journal of Information Science Theory and Practice
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• 제12권1호
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• pp.60-76
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• 2024

Broadband Internet has proven to be vital for economic growth in developed countries. Developing countries have implemented several initiatives to increase their broadband access. However, its full potential can only be realized through adoption and use. With lower-middle-income countries accounting for the majority of the world's unconnected population, this study employs the theory of planned behavior (TPB) to investigate users' intentions to adopt broadband. Rural Tanzania was chosen as a case study. A cross-sectional study was conducted over three weeks, using 155 people from seven villages with the lowest broadband adoption rates. Non-probability voluntary response sampling was used to recruit the participants. Using the TPB constructs: attitude toward behavior (ATB), subjective norms (SN), and perceived behavioral control (PBC), ordinal regression analysis was employed to predict intention. Descriptive statistical analysis yielded mean scores (standard deviation) as 3.59 (0.46) for ATB, 3.34 (0.40) for SN, 3.75 (0.29) for PBC, and 4.12 (0.66) for intention. The model adequately described the data based on a comparison of the model with predictors and the null model, which revealed a substantial improvement in fit (p<0.05). Moreover, the predictors accounted for 50.3% of the variation in the intention to use broadband Internet, demonstrating the predictive power of the TPB constructs. Furthermore, the TPB constructs were all significant positive predictors of intention: ATB (β=1.938, p<0.05), SN (β=2.144, p<0.05), and PBC (β=1.437, p=0.013). The findings of this study provide insight into how behavioral factors influence the likelihood of individuals adopting broadband Internet and could guide interventions through policies meant to promote broadband adoption.

• Nutrition Research and Practice
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• 제15권sup1호
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• pp.79-93
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• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to examine the effects of knowledge about coronavirus disease 2019 (COVID-19), attitude, subjective norm, and perceived behavioral control on behavioral intentions to practice COVID-19 preventive behaviors using the theory of planned behavior (TPB). SUBJECTS/METHODS: A total of 519 restaurant customers' responses was collected in this study through an online self-administered questionnaire. Descriptive statistical analysis was performed on socio-demographic factors. One-way analysis of variance and t-test were conducted to determine differences in the constructs from the TPB according to age and sex. The hypotheses were tested using structural equation modeling (SEM). RESULTS: SEM revealed the positive effect of knowledge about COVID-19 on attitude, subjective norm, and perceived behavioral control to prevent the spread of COVID-19 in restaurants. Attitude, subjective norm, behavior intention, and knowledge positively affected COVID-19 preventive behavior intentions in restaurants. CONCLUSIONS: The results of this study confirmed that the TPB is helpful in elucidating the determinants of consumers' intention to practice COVID-19 preventive behavior in restaurants. These findings can help policy makers and professionals provide material for further public health interventions and inform them about awareness-raising, guidelines, and health education programs.

• 한국IT서비스학회지
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• 제6권2호
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• pp.1-18
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• 2007

Many researches have been done in insurance fraud as the amount and frequency of insurance fraud have been increasing continuously. In particular, the development of insurance fraud detection system using large database management techniques including data mining or link analysis based on visual method have been the main research topic in insurance fraud. However, this kinds of detection system were very ineffective to find unintentional insurance fraud happened by accident even though it was so good to find intentional and organized crime insurance fraud. Therefore, this research suggests insurance fraud as an ethical decision making and applies TPB(Theory of Planned Behavior) for the finding of reasons and prevention strategies of unintentional insurance fraud happened by accident. The results of research show that TPB is very appropriate model to explain the behavior of insurance fraud and that insurance agents force to do insurance fraud as affecting perceived behavior control. Therefore, education and pubic relations for insurance fraud are very effective for preventing insurance fraud and developing insurance service industry.

• 한국학교보건학회지
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• 제36권1호
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• pp.9-19
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• 2023

Purpose: The purpose of the study was to identify the factors affecting the practice of COVID-19 infection preventive behaviors in university students focusing on the extended health beliefs model (HBM) and the theory of planned behavior (TPB). Methods: Data was collected from November 1, 2021 to November 30, 2021. The participants were 180 university students at 3 universities. The data was analyzed through the independent t-test, one-way ANOVA, Scheffé test, Pearson's correlation coefficient, and multiple regression by using SPSS/WIN 24.0. Results: In the first stage of hierarchical regression analysis, it was shown that perceived barrier and self-efficacy, among the HBM variables, were significant factors, explaining 18.4% of the infection preventive behaviors (F=7.73, p<.001). In the 2nd stage, it was shown that self-efficacy, among the TPB variables, was a significant factor, explaining 15.3% of the infection preventive behaviors (F=11.80, p<.001). In the 3rd stage, it was shown that perceived barrier and self-efficacy, among the HBM and TPB variables, were significant factors, explaining 18.5% of the infection preventive behaviors (F=6.08, p<.001). Conclusion: When an effective infection preventive behavior program is developed and provided for students to improve their self-efficacy and reduce perceived barrier based on the results, it will contribute to the improvement of infection prevention behaviors among university students.

• 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.

• 지식경영연구
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• 제16권1호
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• pp.55-69
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• 2015

Employees' knowledge contribution is one of the critical activities that maximize internal capability of the firm and facilitate organizational innovation by sharing scattered internal knowledge. This study integrates antecedents of knowledge contribution based on the theory of planned behavior(TPB). Utilizing TPB as a theoretical framework, expected reciprocity, subjective norm, and self-efficacy's direct effects on knowledge contribution were assessed. Additionally, interaction effects among expected reciprocity, subjective norm, and self-efficacy were explored. As the results of analysis, all the antecedents significantly influenced knowledge contribution. Interestingly, when the knowledge source's self-efficacy was high, the influence of expected reciprocity on knowledge contribution was decreased. Similarly, when the knowledge source's subjective norm for knowledge contribution was high, expected reciprocity's effect was weakened. This implies that when facilitating knowledge contribution, interaction effects among antecedents of knowledge contribution, as well as their direct effects, should be considered.

• 한국콘텐츠학회논문지
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• 제11권12호
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• pp.220-229
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• 2011

본 연구는 소비자가 제품 및 서비스 불만족으로 인해 발생하는 감정적 반응 (Anger)이 소비자 불평행동에 미치는 영향을 행동이론 중에 하나인 계획행동이론(Theory of Planned Behavior)과 결합하여 살펴보고자 한다. 본 연구는 삼성 핸드폰 애니콜 사용자들이 개설한 '소비자의 힘'이란 웹사이트에서 소비자들의 적극적인 활동을 예측하기 위해서 기존 문헌연구를 통해 감정적인 부분과 인지적인 요인들의 결합을 통한 모델을 제시하였다. 제시된 모델을 검증하기 위해서 "소비자의 힘" 웹 사이트 회원들을 대상으로 실증적 분석을 위한 온라인 설문을 실시하였다. 온라인 설문은 감정적 반응인 분노와 계획행동이론의 변인들(주관적 규범, 태도, 행동의도, 행위)과 함께 불평행동 하나인 서명운동의 유무를 묻는 문항들로 구성되었다. 수집된 자료를 분석한 결과, 제품 서비스에 대한 감정적 반응(Anger)과 행동이론의 결합이 소비자 행동을 보다 잘 예측하는 것으로 판명되었다. 그리고 불평행동의 적극적 참여 의도는 서명참여 유무를 유의미하게 설명하였다.