• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.374-386
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• 2016

This research has analyzed the influences of Service quality on Brand image, Brand attitude and Behavioral intentions. And it is also investigate how is brand image and attitude effects behaviors on customers to choose airline. This research have valuable data in order to establish the strategy how airlines can introduce themselves to customers. Based on the statistic results, We are able to find out the meaningful differences. Airline's Service Quality cause the positive influences on brand image, brand attitude and behavioral intentions. This research has several implications such as what kind of strategies airline needs focused on in order to improve passenger's satisfaction.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.460-470
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• 2010

This study was designed to analyze the impacts of the Festival's service quality to identify influence of Festival visitor's attitude and behavior. The result of the verification are follows : Fist festival's perceived service quality affecting potential visitors' attitude. Second potential visitors' attitude affect their behavior. This finding is contribute to the understanding of festival attendee behavior, to give useful suggestion to festival's effective development and management. Quality of festival the research which precedes in the object measuring element in the center escape. Integral part the service quality of festival escape, service quality integral part of at that resultant festival 5 dimensions became escape. This findings contribute to the understanding of festival attendee behavior, providing researchers and practitioners with insights into how effectively to design a festival.

• The Journal of Information Systems
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• v.28 no.1
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• pp.41-72
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• 2019

Purpose Virtual communities (VCs) are becoming ever more important in these days, sometimes more than offline communities. Notably, they have become significant sources of knowledge sharing. Therefore, in order to foster a VC, it is very important to understand why people share their knowledge in the VC. Under this background, this paper aims at proposing the behavioral model best explains knowledge sharing activities in VCs. Design/methodology/approach We basically design our behavioral model for knowledge sharing in VCs based on theory of reasoned action (TRA). However, to understand knowledge sharing in VCs better, we specify knowledge sharing by dividing it into knowledge contribution and knowledge use. Also, instead of 'subjective norm', we adopt 'sense of virtual community (SOVC)' as a main social factor, which has been found to be important in the literature. We also include the antecedents such as 'quality of the shared knowledge', 'trust in community members', 'passion of the community leader', 'reciprocity', and 'self efficacy', which affect VC users' attitude towards knowledge sharing and SOVC. To test the hypotheses in our proposed model, we collected 253 valid surveys from the VC users. Structural equation modeling (SEM) using AMOS 23 is employed to assess the relationships proposed as the hypotheses. Findings Major findings are as follows. SOVC positively affects both intention to contribute knowledge and intention to use knowledge. And, trust in community members positively affects the attitude towards knowledge use and SOVC. The attitude towards knowledge use is also affected by the quality of the shared knowledge. Reciprocity is found to strongly positively affect the attitude towards knowledge contribution. However, passion of the community leader and self efficacy are found to have insignificant effect on SOVC and the attitude towards knowledge contribution respectively. Our study sheds a light on how to foster VCs from the perspective of knowledge management.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.501-511
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• 2019

Messages to help people far away, such as International relief campaign, are heavily influenced by situational factors. In this light, the study examined whether the message characteristics (gain/loss framing) and the individual characteristics (previous attitude to helping activity) interact to affect the message attitude and behavioral intention. The study was conducted by an experiment involving 220 subjects. The analysis resulted in the significant interactions between gain/loss framing and pre-attitude by the same direction for message attitudes and behavioral intention. It was shown that gain framing worked more effectively for the relatively more friendly group towards helping activities than for the less friendly one. The same direction was shown in the loss framing, but its difference was smaller. The process of the interactions appeared as mediated by anticipated satisfaction. The practical and theoretical implications were discussed for proper planning of messages to help others.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.7
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• pp.2991-2999
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• 2012

In this study, a survey was carried out on 150 parents who have regular children attending integrated childcare centers in J area, through March 2 to March 10, 2012, with the purpose of figuring out the Effects of Attitudes toward Disabled Children on Integrated Childcare Attitudes in Regular Parents. The results are summarized as follows. First, the effect of attitudes toward disabled children on regular integrated childcare attitudes showed that cognitive and emotional factors had a statistically significant positive effect on regular attitudes. Second, the effect of attitudes toward disabled children on children's activities and teachers' concerns for integrated childcare showed that cognitive and behavioral factors had a statistically significant positive effect on children's activities and teachers' concerns. Third, the effect of attitudes toward disabled children on behavioral problems of integrated childcare showed that cognitive, emotional and behavioral factors had a statistically significant positive effect on behavioral problems. As for findings stated as above, there was a difference in integrated childcare attitude depending on regular parents' attitude toward disabled children. This implies that there is a difference in cognitive and emotional attitudes toward disabled children in regular parents, acting as positive factors that raise the integrated childcare attitude for the improvement of perception on these factors. Consequently, for the integrated childcare, both disabled children and regular children should admit each other's diversity and accept different each other's existence, and the perception change of parents, who try to respect and learn together, should be preceded.

• Journal of dental hygiene science
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• v.9 no.5
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• pp.579-586
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• 2009

Prior to the start of the general oral examination, this study was performed using the theory of planned behavior to provide data that would help not only increase intention of industrial workers' dental care utilization after their dental examination, but develop the follow-up oral health programs. As the first research group, 608 workers were selected from the 1016 workers while excluding both 53 workers who were currently undergoing dental treatment and 355 workers who had an opportunity to visit the dental clinic over the previous six months. Among the general characteristics that would influence the 608 workers' intention to utilize the dental clinic within one (1) month, their financial state showed that the higher their financial abundance level, the stronger their intention to visit the dental clinic(p<0.01). It was shown that the attitude toward the dental care utilization related behavior and subjective norm except the perceived behavioral control among the TPB variables had a significant effect on their intention(p<0.01). Among TPB variables, attitude toward the dental care utilization and subjective norm except the perceived behavioral control, were significant correlation with behavioral intention(p<0.01). The structure model's R-square of the attitude toward the behavior, subjective norm and perceived behavioral control having and effect on the intention accounted for 21%. In order to encourage the workers to have positive thoughts about the attitude toward their dental care utilization and subjective norm, therefore, it is required to perform the continued oral health programs, in addi1ion to oral health experts' regular education.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.17 no.11
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• pp.2581-2587
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• 2013

A Meta-analysis is a statistical literature synthesis method that provides the opportunity to view the research context by combining and analyzing the quantitative results of many empirical studies. We conducted a Meta-analysis research on the behavioral intention of information technology based on the theory of planned behavior. This study was targeted a total of 36 research papers that are setting up the causal relationship in the theory of planned behavior among the research papers published in domestic academic journals before 2013. The result of the Meta-analysis, showed that the effect size was 0.571 in the path from attitude toward behavior to behavioral intention, it showed that the effect size was 0.381 in the path from subjective norm to behavioral intention. And, it showed that the effect size was 0.481 in the path from perceived behavioral control to behavioral Intention. Also, it showed that the effect size was 0.421 in the path from behavioral Intention to behavior.

• Journal of Radiation Protection and Research
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• v.40 no.1
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• pp.36-45
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• 2015

by providing objective information regarding medical radiation for elementary, middle, and high school students in Korea, who are expected to have a high ripple effect in education, and by analyzing behavioral changes in the selection of medical radiation, this study aimed to deduce the basis for educational intervention. The tools used in the study were a questionnaire, including questions about perception, knowledge, attitude, and behavior toward medical radiation; video and Power-point materials for the lesson; simulated radiation diagnosis selection form; and radiation treatment selection form to find out about behavior. A post-test demonstrated that the objective knowledge about medical radiation of all the students turned out to be significantly higher (p<0.000) after the lesson compared to before the lesson. However, there were no statistically significant behavioral changes. Rather, for high school students, the behavior of selecting medical radiography and treatment was significantly lower (p<0.000) after the lesson. For the more impressionable children in the lower grades, the lesson must not only provide an opportunity to understand and pay attention to diverse viewpoints, but also encourage them to make ethical decisions based on value. Since it can be predicted that attitude or behavioral changes through education or publicity can be expected from adults older than high school students, issues regarding dangers like radiation exposure must be treated as an issue of value judgment predicated on multifaceted considerations.

• Journal of Information Technology Services
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• v.14 no.2
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• pp.15-31
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• 2015

Software piracy is widespread throughout the world. It has negative effects on the software industry and the intellectual property market. Despite various deterrent policies, the phenomenon has been getting severe. The current study investigated the antecedents of software piracy attitudes and intention. In order to identify factors and their relationship, a research model for illegal piracy behavior was developed and empirically examined through a path analysis using structural equation model. Also, this study employed a multiple group structural equation model to investigate differences in structural weights across PC software user group and smartphone application user group. It was revealed that perceived benefit, habit, social factor, self-efficacy had positive effect on attitude toward software piracy, whereas perceived risk had a decreasing influence on attitude. Relationships between piracy attitudes and intentions were significant as well. Furthermore, the cross validation between two groups showed the path coefficients of habit to attitude and attitude to intention were significantly different. Implications for research and practice are discussed.

• Journal of the Korean Home Economics Association
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• v.43 no.1 s.203
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• pp.243-253
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• 2005

The purpose of this study was to examine the advertising effects of wedding internet advertisement types such as Static, pop-up, and flash banners. The survey subjects were 604 unmarried female consumers, consisting 202 in the static banner group, 201 in the pop-up banner group, and 201 in the flash banner group. Descriptive statistics, ANOVA, and Duncan test were used for data analysis. In the results, regarding the attitude toward advertisement, pop-up banner was the most effective on the cognitive component, while static banner was the most effective on the behavioral component. Regarding the attitude toward brand, pop­up and flash banner advertisements were more effective than static banner. However, there were no significant differences between the 3 groups in purchasing intention. Based on these results, strategies for wedding dress internet advertisement were suggested.