• Research in Community and Public Health Nursing
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• v.11 no.2
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• pp.347-357
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• 2000

The purspose of this study is to examine the undergraduate students' attitudes, salient beliefs, perceived self-control and intentions for moderate drinking behavior of their own. Two hundred and twenty five students in two universities in Seoul and Suwon participated in this study. Questionnaires developed by this investigator under the guidance of the theory of planned behavior were used to collect data, Descriptive statistics, t-test, ANOVA. Pearson correlation coefficients. and multiple regression were used to analyze the data. The majority of the students showed positive attitudes toward the moderate drinking behavior. Students perceived conflict messages. however. from their significant others about their moderate drinking behavior. While parents and other family members as sisters and brothers strongly supported the moderate drinking behavior of students, friends and school-mates did not. More than half of the students did not intend to reduce their alcohol consumption in the near future. Students' attitudes and perceived self-control were the predictor variables of the intention while subjective norms were not. Students who intended to reduce their alcohol consumption showed a more positive attitude, subjective norm, and higher perceived self-control scores than who did not. These students who were intent for moderate drinking behavior spent less money for drinking, had less opportunities to drink, and drank small amounts of alcohol Moderate Drinking Behavior programs focusing on students who were heavy drinkers, however, did not intend to reduce their alcohol consumption should be developed focused on their characters. Programs for students who intended to reduce their alcohol consumption also recommended to help the students' positive intention continued.

• Journal of Distribution Science
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• v.11 no.1
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• pp.45-53
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• 2013

Purpose - The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level, purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First, it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05 level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally, purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

• Proceedings of the Technology Innovation Conference
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• 1999.12a
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• pp.296-327
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• 1999

Nowadays, there is a huge need of an extensive study to understand features and behavior modes of consumers who have an indefinite potential of purchase and to make EC a bullish market, Recently, the flow construct has been proposed as important for understanding consumer behavior on the cyber space. The purpose of this study is threefold. To investigate (1) the effect of the flow experience when navigating Internet shopping-mall sites and Internet on purchase intention and relational factors of this (2) the difference in the flow experiences between during the time of navigating Internet and during the time of navigating Internet shopping-mall sites. (3) the difference in purchase intention and relational factors of this between an experiential flow and a purposeful flow. The results show that (1) increase of the purchase intention on EC (or relational factors of this) in proportion to the degree of cognition of users' flow experience (2) By the separate motive of searching Internet shopping-mall sites, the flow experiences during the time of navigating Internet lead to different results (3) Although the difference in the purchase intention on EC between subjects is nonsignificant, it suggests that we need to focus on the fact that the correlation between the purchase intention on EC and the purposeful flow experience on Internet shopping-mall sites is greater than any other correlation. In the end of this study, The theoretical and practical implications of the study, limitations of the study, and future research implications are discussed.

• Korean Journal of Culture and Social Issue
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• v.25 no.3
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• pp.179-202
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• 2019

This study was designed to verify that the positive relationship between career management behavior and turnover intention is mediated by employability. Futhermore, investigation whether work-life balance and communication climate moderate this relationship was also the purpose of this study. The results from 300 office workers younger than 34 that (1) employability mediated the relationship between career management behavior and turnover intention, (2) the moderating effect of work-life balance about mediating effect of employability was not statistically significant, but when the level of work-life balance was high, the relationship between employability and turnover intention was reinforced, (3) the moderating effect of communication climate against mediating effect of employability was not statistically significant, and the moderating effect of communication climate between employability and turnover intention was also not found. Based on this non-intuitive results, researcher offered new interpretation which can be acquired from rejections of hypotheses, implications, limitations, and the proposal for future research.

• 한국사회정책
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• v.19 no.3
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• pp.85-117
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• 2012

This study attempts to examine the relationship between giving & volunteering behavior and charitable bequest intention. For the examination, this study used '2011 Korean National Social Survey' that was randomly sampled from the population of Korean in 2011. In examining the relationship, this study employed the method of Propensity Score Matching that permits the comparisons between experimental group and control group. In this study, the experimental groups consist of six different combinations of philanthropic behaviors as follows: donating only; volunteering only; participating both; regular donating only; regular volunteering only; and doing both regularly. The results show that all the types of philanthropic behaviors have statistically significant positive effect on charitable bequest intention. First, more active philanthropic behavior such as regular behavior causes higher charitable bequest intention. Second, those who participate in both philanthropic behaviors (combined behavior of donating and volunteering) have stronger effect on charitable bequest intention in comparison to participating only one philanthropic behavior (either donating or volunteering). Third, giving have relatively stronger relationship with charitable bequest intention than volunteering. Throughout more careful examination of the causal relationship from philanthropic behavior to charitable bequest intention, this study provides new understanding on the effect of daily philanthropic behavior on charitable bequest and practical implication to nurture charitable bequest. Indeed, this study contributes to building a knowledge foundation for future research on charitable bequest.

• Journal of Digital Convergence
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• v.13 no.9
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• pp.313-321
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• 2015

The purpose of this study was to identify the knowledge level, health beliefs related to HPV vaccination and HPV preventive behavior intention of human papilloma virus among health college student in Korea. A quantitative, descriptive design was used to study 264 students in D-city, M-city recruited from June 1 to June 15, 2014. The data were analyzed SPSS 21.0 program. The average level of HPV knowledge, health beliefs related to HPV vaccination and HPV preventive behavior intention about human papilloma virus were relatively low. No correlation between HPV knowledge and health beliefs. But health beliefs related to HPV vaccination have risen even higher degree of infection prevention behaviors. Therefore, it is necessary for specific methods, such as education programs, including HPV knowledge to improve future health beliefs related to HPV vaccination and HPV preventive behavior intention of human papilloma virus.

• Journal of Digital Convergence
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• v.17 no.8
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• pp.471-479
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• 2019

The purpose of this study was to investigate the determinants of preventive behavior intention to the particulate matter. The results based on the survey of 280 university students showed that the perceived susceptibility and barriers to the particulate matter do not have statistically significant effects on the preventive behavior intention. However, perceived severity and benefits, subjective norm, and self-efficacy to the particulate matter had statistically significant positive effects on the preventive behavior intention. The results of this study suggested that communication strategies to increase perceived severity and benefits, subjective norm and self-efficacy should be required to improve the degree of preventive behavior intention to the particulate matter of college students. It is expected to contribute explaining preventive actions against environmental hazards such as air pollution in the future.

• Asian Pacific Journal of Cancer Prevention
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• v.15 no.10
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• pp.4359-4366
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• 2014

Intention to smoke is a valid and reliable factor for predicting future smoking habits among adolescents. This factor, however, has received inadequate attention in Malaysia. The present paper elaborates the prevalence and factors associated with intent to initiate or to cease smoking, among adolescent nonsmokers and smokers in Kota Tinggi, Johor, Malaysia. A total of 2,300 secondary school students aged 13-16 years were selected through a two-stage stratified sampling method. A set of standardized questionnaires was used to assess the smoking behavior among adolescents and the inter-personal and intra-personal factors associated with smoking intention (intention to initiate smoking or to cease smoking). Multivariable logistic regression was used to identify factors related to smoking intention. The prevalence of intention to smoke in the future or to cease smoking among non-smoking adolescents and current smokers were 10.7% and 61.7% respectively. Having friends who smoke, social influence, and poor knowledge about the ill effects on health due to smoking showed significant relationships with intention to smoke in the future among non-smokers. Conversely, perceived lower prevalence of smoking among peers, weak contributory social influence, and greater awareness of the ill effects of smoking are factors associated with the intention to cease smoking sometime in the future. The study found that prevalence of intention to initiate smoking is low among non-smokers while the majority of current smokers intended to cease smoking in the future. Existing anti-smoking programmes that integrate the factors that have been identified in the current study should be put in motion to reduce the prevalence of intention to initiate smoking and increase the intention to cease smoking among adolescents.

• Journal of Korean Society of Rural Planning
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• v.22 no.1
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• pp.37-48
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• 2016

The purpose of this study is to provide an objective insight for factors that affect people's visiting behavior to educational farms. Second, this study aims to identify the underlying dimensions representing motivations and constraints for visiting educational farms. Third, this study explores differences among the classified groups with respect to structural relationships of each construct. Finally, identifying strategies of educational farm-related organizations could develop to reinforce visit motivations, offset visit constraints and ultimately increase behavioral intention for potential possible visitors to revisit and recommend educational farms. Empirical results of the study suggest implications for promoting the current farm villages and markets with many stakeholders in agricultural industries. Nevertheless, there are some limitations as followed: first, despite the possibility of their effects, the study did not consider other factors, which could affect revisiting behavior such as destination image, experiencing attributes etc. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations. The directions for the future study are as follows: first, future study requires time series approach instead of cross sectional approach. Secondly, future study might utilize comparative study regarding regional characteristics of educational farms or a nation-wide approach. Thirdly, future study can suggest a combined educational farms considering practical educational farm cases. Lastly, it is considered that developing evaluation measures such as quality authentication system will contribute to educational farms' stabilization.

• Journal of Industrial Convergence
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• v.20 no.5
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• pp.93-100
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• 2022

This study is a descriptive survey study that applies the planned behavior theory to identify the factors influencing the childbirth intention of unmarried men and women. Data were collected from April 05 to April 23, 2021 for 168 unmarried men and women. As a result of the study, in general characteristics, male, old, highly educated, occupational, and non-regular workers had statistically significantly higher childbirth intentions. As a result of examining the correlation between the variables constituting the theory of planned behavior(TPB), it was found that the more positive the attitude toward childbirth, the greater the subjective norm, and the greater the perceived behavior control, the higher the intention to give birth. Multiple regression analyses showed that the factors affecting fertility intention on men and women. The factors affecting fertility intention in men was attitude, with an explanatory power of 62.2% and the factors affecting fertility intention in women were attitudes and perceived behavioral control, and the explanatory power of these variables on fertility intention was 69.0%. In order to increase the intention to give birth, a comprehensive approach is needed, and the research is meaningful in that the results of this study provided basic data in the development of policies and education programs related to low birth rates in the future.