• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.89-101
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• 2023

The purpose of this study is to empirically analyze the rational decision-making process and perception differences of housing transactions in the market environment. It was designed through an analysis of the factors influencing housing sales based on the rational behavior theory model. Objective evidence was provided for the impact factors affecting the attitude towards housing sales, with the spouse and children being identified as significant influencers. Additionally, children and friends were found to have an impact on subjective norms related to housing sales, especially for unmarried individuals under 40 years of age and those with low income, who were found to be more influenced by their parents. It was also discovered that the influence of these factors varied based on age and income levels. Younger individuals tended to rely more on their parents or friends, while those with high incomes showed stronger willingness to purchase homes. The presence of beneficial infrastructure for children was found to directly influence the decision to purchase a home. The study also provided objective evidence that the decision to purchase a home is influenced not only by economic factors but also by continuous encouragement and information from those around the buyer. These findings demonstrate the importance of the influence of close acquaintances in the rational decision-making process of home buyers. However, this study only investigated a limited portion of the factors influencing housing sales, as the market is affected by a variety of financial and governmental policies. Therefore, future research should consider various complex factors simultaneously when analyzing the influence of housing sales.

• Journal of Preventive Medicine and Public Health
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• 제36권2호
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• pp.108-116
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• 2003

Objective : To determine the relationships between customer's attitude, the subjective norm and the intention to use hospital-based health promotion services. Methods : This study was based on the theory of reasoned action, suggested by Fishbein and Ajzen. The subjects of this study were 501 residents of Seoul, Bun-dang, Il-san and Pyung-chon city, under 65 years, who were stratified by sex and age. A covariance structural analysis was used to identify the structural relationships between attitude towards health promotion programs or services, their subjective norm and their intention to use the aforementioned services. Results : The subjective norm for using the health promotion programs or services provided by hospitals was a significant predictor of the intention to use, but the attitude towards the services was not significant Conclusions : Our results suggest that a customer's reference group affects their use of the hospital-based health promotion services. Because the subjects of this study were restricted to specific urban areas, there are limitations to generalizing the study results. Despite the limitations of these results, they can serve as baseline information for the understanding of consumers behavior toward hospital-based health promotion services.

• 한국정보시스템학회지:정보시스템연구
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• 제19권3호
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• pp.237-261
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• 2010

IT service is increasing becoming a critical resource firms have to utilize effectively and efficiently. As the importance of IT service increases, the knowledge sharing between IT service people and users becomes more and more important. In this study, the IT service quality is posited as a critical independent construct that influences knowledge sharing attitude of users which in turn change the knowledge sharing intention. Service satisfaction is placed as a mediator between the quality and attitude to compare direct and indirect effect in the model. Results show that (1) IT service quality influences the knowledge sharing attitude of users directly, and indirectly through service satisfaction, (2) at the same time, however, the direct path from quality to attitude is found to be stronger than the indirect path through satisfaction, and (3) interestingly, satisfaction seems to have no direct effect on intention, but only through the attitude change as can be inferred from the theory of reasoned action. Outcome of this study implies the importance of IT service quality in improving the knowledge sharing activities between users and developers, and interestingly the aim of quality would not be targeted on satisfaction but on attitudinal changes.

• 한국가족복지학
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• 제58호
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• pp.5-36
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• 2017

본 연구는 합리적 행위이론을 활용하여, 사회적 규범을 통해 형성된 여성 자신의 성역할에 대한 인지적 태도가 가사노동에 있어 성불평등적 행동으로 발현되는데 영향을 미치는지 실증적으로 분석하고자 한다. 이에 여성가족패널(Korean Longitudinal Survey of Women and Family) 5차 자료를 활용하여 기혼여성 중 18세 이상 59세 이하 4,435명을 분석대상으로 선정하여 연구하였다. 본 연구에서는 가사노동을 바라보는 여성자신의 태도와 사회적 요구에 의한 주관적규범을 독립변수로 하여 가사노동시간에 미치는 영향을 살펴보는 동시에 이들 변수들 간의 관계에서 합리적 행위이론에서 주장하는 가사노동 전담에 대한 행동의지가 어떻게 작용하는지에대해 알아보기 위해서 구조방정식 모형(Structural Equation Models: SEM)을 통하여 매개효과를 검증하였다. 연구결과 여성 스스로의 가사노동에 대한 태도는 가사노동시간에 직접적인 영향을 주는 동시에 가사노동 전담에 대한 행동의도를 통해 간접적으로 가사노동시간에 영향을미치는 것으로 드러났고, 주관적 규범은 가사노동시간에 직접적으로 영향을 주진 않으나 가사노동전담에 대한 행동의도를 통해 간접적으로 가사노동시간에 영향을 주는 완전매개효과가 나타나는 것으로 밝혀졌다. 본 연구를 통해 성별 간 평등한 가정생활을 보장해주기 위해 마련된일련의 제도를 인지하고 있음에도 가정 내의 성역할 분화가 여전히 나타나는 것은 단순히 제도 운용상의 문제만이 아닌 오랜 가부장적인 문화에 기반한 여성 스스로의 성역할 인식도 어느정도 영향을 미치고 있음을 알 수 있었다. 따라서 사회구성원들로부터 진정한 성평등 행동변화를 이끌어 내기 위해서는 남성이 상대의 성(gender)에 대한 가치를 존중해주는 것도 중요하지만 여성 스스로 자신의 성(gender)을 바라보는 고착화된 인식의 전환을 시도하는 등 다각적차원에서의 통합적 변화를 모색해 나가야 할 것이다.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.247-284
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• 2017

Purpose The first purpose of this study is to investigate factors that are likely to influence user's intention to adopt third-party mobile payment platform. A comprehensive study about mobile payment services have used various variables to explain user's use intention based on the theory of reasoned action (TRA) or the theory of planned behavior (TPB). Variables such as simplicity, security, costs, relative advantage, individual mobility, subjective norm, trust, satisfaction, attitude towards use, perceived usefulness, perceived ease of use and so on. Among these factors, we expect to find out the most influential factors effecting user's use intention of the third-party mobile payment services. Second, we also examine whether the most influential factors have the same influence to different third-party mobile payment services by conducting comparative study of Alipay and WeChat Pay. Design/methodology/approach Empirical data for this study were collected from Chinese who has the experience using or have used Alipay or WeChat Pay. Participants needed to be familiar with Alipay or WeChat Pay because such users may be more aware of both the advantages and disadvantages of Alipay and WeChat Pay. We conduct a pilot test using Smart PLS 2.0, which includes 50 Alipay users and 82 WeChat Pay users. The result indicates that all the measurement fit for the context. And then 980 questionnaires were mainly sent out to the college students and the e-mails users randomly. To encourage participation, we give the participants a small gift as a present. Finally, we received a total of 683 replied. Data from respondents who gave incomplete or invalid answers were excluded to assure the validity of the constructs. 79 questionnaires were rejected, finally the valid data are 604 (with 372 Alipay users and 232 WeChat Pay users). Findings The results suggest that users' intention is determined by their trust on third-party mobile payment service and perceived usefulness of use. Comparative study results also indicated that the factors have different influence on Alipay group and WeChat Pay group, which offers a new aspect for academic field, and provides useful information to mobile payment service providers in China.

• 한국콘텐츠학회논문지
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• 제16권6호
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• pp.135-150
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• 2016

본 연구는 모바일 메신저 애플리케이션과 사용자 사이에 인지된 상호작용성이 어떻게 즐거운 감정과 지속적 사용의도를 유발시키는가를 검증하기 위하여 수행되었다. 본 연구는 메신저 애플리케이션에 대한 사용자의 인지된 상호작용성이 제어, 공유, 응답 요인에 의하여 형성된다고 보았다. 인지된 상호작용성, 즐거움, 사용의도 사이의 관계는 PAD 감정모형, 합리적 행동이론, 그리고 계획된 행동이론을 이용하여 연구가설로 설정되었다. 연구모형을 검증하기 위하여 한국과 중국에서 총 481개의 설문 데이터가 수집되었고, 구조방정식을 이용하여 가설을 검증하였다. 연구결과, 인지된 상호작용성인 공유와 응답 요인은 즐거움에 긍정적 영향을 미칠 뿐만 아니라, 사용의도에도 유의한 영향력을 가지는 것으로 도출되었다. 그러나 제어는 사용의도에는 긍정적 영향을 주지만, 즐거움에는 유의한 영향력을 가지지 않는 것으로 도출되었다. 그리고 즐거움과 사용의도 사이에는 긍정적 인과관계가 존재하였다. 본 연구는 부가적으로 한국과 중국 사용자들 사이의 차이점을 탐색하기 위하여 다중집단 차이분석을 실시하였다. 연구 결과를 바탕으로 모바일 메신저 서비스를 제공하는 기업들에게 인지된 상호작용성이 가지는 인과적 영향력과 한국과 중국 사이에 존재하는 경로계수 차이에 대한 시사점을 논의하였다.

• 한국언론정보학보
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• 제44권
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• pp.223-247
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• 2008

이 연구의 목적은 금연홍보 영상물 메시지의 전달방법이 흡연에 대한 신념, 태도, 행동에 어떤 영향을 끼치는지를 탐구하는 것이다. 영상물 제작에서, 정보결손모델, 건강신념모델, 계획된 행동이론, 사회인지 이론을 바탕으로 금연 메시지를 구성하여 이를 실험연구를 통해서 각각의 효과를 분석하고자 하였다. 금연 메시지의 효과에 중요한 영향을 끼치는 요소로는 메시지의 측면성, 자아효능감, 규범적 압력이 도출되었고, 이를 바탕으로 한 메시지의 효과를 흡연자와 금연자 집단으로 나눠 이원변량분석 방법을 이용하여 분석하였다. 연구결과에 의하면, 금연자가 양면적 메시지로 구성된 실험물에 노출되었을 때, 그리고 규범적 압력의 메시지가 포함된 실험물에 노출되었을 때 금연효과가 높은 것으로 나타났다. 흡연여부에 관계없이 규범적 압력이 포함된 실험 영상물이 사회적 흡연 신념을 억제시키는 설득효과가 나타났다. 또한 흡연여부와 관계없이 양면적 메시지와 규범적 압력이 포함된 영상물을 선호하고 있음이 나타났다. 이러한 효과는 자아존중감의 메시지에 노출된 집단에는 나타나지 않았다. 양면적 메시지와 규범적 압력의 메시지의 주효과가 일부 흡연신념을 통해서 나타난 것에 비해서 흡연여부의 주 효과는 통계적으로 의미 있는 결과가 도출되지 않았다. 이러한 결과는 흡연자와 비흡연자 간의 흡연태도가 차이가 없음을 의미하는 것인데 이는 흡연자가 금연자와 마찬가지로 담배의 신체위해성이나 심리적, 사회적 이유로 흡연하는 것이 좋지 않다는 것을 인식한 상태에서 흡연을 하고 있음을 보여주는 결과이다. 본 연구의 의의는 금연메시지를 구성하는 이론적 토대에 따라 영상물을 대상으로 한 실험연구를 수행했다는 점으로 향후 실제 금연 캠페인에 적용할 수 있는 메시지 전략도출에 기여를 하였다는 점이다.

• 한국사회복지학
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• 제54권
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• pp.65-97
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• 2003

본 논문은 사회복지노동조합에 대한 사회복지종사자들의 인식상태를 파악해 보고, 노동조합참여에 중요한 영향을 미치는 요인을 분석해본 후, 노동조합의 성공적 조직화에 도움이 될 수 있는 대안들을 탐색해 보았다. 노동조합에 대한 인식상태 분석결과, 대다수의 사회복지종사자들은 사죄복지노동조합 결성과 참여에 대해 긍정적인 생각을 가지고 있었으며, 사회복지종사자들의 조직화에 대해서는 노동조합과 전문가조직을 함께 구성하는 것이 좋다는 의견이 절대다수였고, 노동조합 설립을 위한 전략에 대해서는 사회복지종사자들의 의식제고, 노동조합 결성추진을 위한 기초조직 구성, 복지대상자 및 시민의 지지를 이끌어낼 개혁대안 마련 순으로 나타났다. 참여요인 분석결과, 분석모델내 독립변인 중에서는 행동에 대한 태도(긍정), 주관적 규범(준거인), 주관적 규범(사회성원들), 지각된 행동통제가 높을수록, 일반적 특성에서는 남성, 낮은 직위, 낮은 악력, 이용시설 종사자일수록, 근무환경적 특성에서는 시설운영의 민주성 전문성이 낮을수록, 근무시간이 길수록 노동조합 참여의도가 높은 것으로 나타났다. 노동조합의 성공적 조직화를 위한 과제로, 첫째 사회복지종사자들로 하여금 노동조합 참여가 본인들에게 긍정적 결과를 가져다 준다는 것을 인식하도록 활동을 전개하고, 둘째 사회복지종사자들의 노동조합 참여에 중요한 영향을 미치는 주변사람들로 하여금 노동조합 참여를 지지하도록 전략을 추진하며, 셋째 사회복지노동의 윤리성 전문성 비생산적 특성이 노동조합 결성과 배타적인 것이 아니라는 인식을 사회성원들이 가질 수 있도록 활동을 전개하고, 넷째 사회복지종사자가 본인의 의지에 의해 노동조합 가입이 자유스러울 수 있도록 조직환경을 조성하며, 다섯째 사회복지종사자, 사회복지대상자 및 시민의 지지를 이끌어 낼 정책대안을 개발하여 활동을 전개하고, 여섯째 사회복지노동조합 업무를 능률적으로 추진하기 위한 기반조직을 구성할 필요가 있다.

• Asia pacific journal of information systems
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• 제23권4호
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• pp.1-28
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• 2013

Given that smartphone-based social network services (SNS), such as KakaoStory is now being widely used as a way for people to connect and communicate with each other, this study examines key factors leading to the continued use of SNS. People have been using PC-based SNS, such as Cyworld, for years are now using smartphone-based SNS, such as KakaoStory. KakaoStory developed by KakaoTalk has rapidly grown up as the largest smartphone-based SNS in Korea as smartphone penetration increases. It is more difficult for firms to maintain their current users over time in that alternative SNSs satisfying people's new needs are constantly emerging and evolving. In this sense, one of the most challenging issues for SNS firms is how to retain their current users in the long run. However, there are few empirical studies on this issue. Applying the IS continuance model proposed by Bhattacherjee [2001], this study explores key determinants of users' smartphone-based SNS continuance intention. The model suggests that perceived usefulness and user satisfaction are the key determinants of IS continuance intention. However, the model includes only the utilitarian value that users can obtain through the use of smartphone-based SNS, by considering perceived usefulness. Therefore, the study attempts to extend the IS continuance model by considering hedonic and social values simultaneously. More specifically, we consider subjective norms as social value that are proposed by the theory of reasoned action and the theory of planned behavior. We also consider perceived enjoyment as hedonic value that is emphasized as a key factor influencing users' behavior intention and actual behavior, particularly in the context of hedonic IS use. By considering the three values in our model simultaneously, we could offer a deeper understanding of smartphone-based SNS continuance. That is, this study could offer an explanation of how each value is associated with user satisfaction and SNS continuance intention. The customer value-satisfaction-loyalty model can strengthen the assertion that smartphone-based SNS continuance intention is determined by various different types of customer values, such as utilitarian, hedonic, and social ones. Moreover, the model provides a theoretical basis for the assertion that customer values lead to increased loyalty via customer satisfaction. In this regard, we theorize that SNS continuance intention is influenced by users' various values, namely perceived usefulness, perceived enjoyment, and subjective norms, via user satisfaction. To test the proposed research model and hypotheses, we conducted a partial least squares analysis using a total of 253 data collected on the users of smartphone-based SNS (i.e., KakaoStory). The key findings are as follows: First, it has been found that SNS continuance intention considerably depends on user satisfaction. Second, user satisfaction is determined by confirmation, perceived usefulness, and perceived enjoyment. Third, concerning the effects of the three values on SNS continuance intention, only perceived enjoyment regarded as hedonic value was statistically significant. That is, perceived usefulness considered as utilitarian value and subjective norms considered as social value had no effect on SNS continuance intention. Finally, our results indicate that confirmation increases perceived usefulness, perceived enjoyment, and user satisfaction. The results reconfirm the effectiveness of IS continuance model in predicting smartphone-based SNS continuance intention. Moreover, the results demonstrate that perceived enjoyment reflecting hedonic value is the most important predictor of SNS continuance intention. Therefore, it is imperative for firms to meet SNS users' hedonic value to retain them in the long run. Meanwhile, we could not find any empirical evidence to support the assertion that subjective norms are associated with user satisfaction and SNS continuance intention. The results lead us to conclude that when users have enough direct experience in SNS use, subjective norms have no effect on SNS continuance intention. Discussions and implications of the results are provided.

• 유통과학연구
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• 제13권9호
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• pp.81-93
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• 2015

Purpose - "Showrooming" refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of "showroomers," who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology - To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed. Results - Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions - These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.