• Asia Marketing Journal
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• v.14 no.1
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• pp.131-157
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• 2012

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses. To address this question, the classic theory of psychological reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom. For example, if individuals think they are free to engage in behaviors .v, y, or z, then threatening their freedom to engage in x would cause psychological reactance. This reactance could be reduced by an increase in the perceived attractiveness of engaging in, the threatened behavior(Kivetz 2005). This investigation seeks to extend existing switching barrier research in three important ways. First, while the past research has emphasized only positive role of switching barrier, this study address negative role of it by applying psychological reactance theory. Second, to find negative results of switching barrier, I suggest negative psychological response including regret to the past choice, resentment to the present provider, and strong desire to the alternative provider. Third, I suggest the perceived severity of the switching barriers, the attractiveness of the alternative as switching-frustrated situation which can lead to negative results. And, in addition to these relationships, I added moderated effects of perceived justice for better explanation. So this study includes the following hypotheses. H1-1 ~ H1-3: The attractiveness of the alternative has a positive effect regret to the past choice (h1-1), resentment to the present provider (h1-2), and strong desire to the alternative provider (h1-3). H2-1 ~ H2-3 : The perceived severity of the switching barrier has a positive effect regret to the past choice (h2-1), resentment to the present provider (h2-2), and strong desire to the alternative provider (h2-3). H3-1 ~ H3-3 : The positive relationships between the attractiveness of the alternative and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. H4-1 ~ H4-3 : The positive relationships between the perceived severity of the switching barrier and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. Survey research is employed to test hypotheses involving perceived severity of the switching barrier(Hess 2008), attractiveness of the alternative(Anderson and Narus 1990; Ohanian 1990),regret(Glovich and Medvec 1995), resentment, strong desire(Alcohol Urge Questionaire: Bohn et al. 1995), perceived justice(Bies and Moag 1986; Clemmer 1993; Lind and Tyler 1998). Previous researches, such as reactance theory, emotion and service failure, have been referenced to measure constructs. All items were measured on a 7-point Likert scale ranging from "strongly disagree" to "strongly agree". We collected data involving various service field, and used 249 respondents to analyze these data using the moderated regression. The results of our analysis suggest, as expected, that the perceived severity of the switching barrier had positive effects on regret to the past choice(b = .197, p< .01), resentment to the present provider(b = .214, p< .01), and strong desire to the alternative provider(b = .254, p< .001). And the attractiveness of the alternative had positive effects on regret to the past choice(b = .353, p<.001), resentment to the present provider(b = .174, p< .01), and strong desire to the alternative provider(b = .265, p< .001). However, our findings indicate perceived justice partly moderates relationship between switching-frustrated situation and psychological negative response. The study has brought to light a number of insights between switching barriers and consumer' negative responses that have been subject to little prior research. In particular, this study adds to the existing understanding of the psychological responses to switching barriers in switching- frustrated situation. This research therefore has significance to marketers for strategic marketing programs, particularly in terms of customer retention and switching barrier strategies. Since consumers could exhibit negative responses to switching barrier, companies would be able to lose their customer when they thoughtlessly use switching barrier for remaining customer. Although the study has these contributions, there are several limitations including unsupported hypotheses and research method. So, we need to make up for these limitations in the future researches.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.28 no.1
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• pp.187-198
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• 2018

Recently, financial transactions and electronic commerce in cyberspace are being performed more quickly and conveniently, with the development in diverse types of fintech and biometric authentication. But user authentication using passwords still occupies a big proportion even in these new services. therefore, safe creation and management of passwords is fundamental and indispensable to protect personal information and asset. This study examined the patterns of password usage by conducting a survey and analyzed factors influencing password security behavior intentions using the heath belief model. As a result, perceived susceptibility, perceived severity, perceived benefits, and perceived barriers significantly affected security behavior intentions, and especially, perceived severity had a moderating effect in other factors.

• Journal of Internet Computing and Services
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• v.15 no.2
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• pp.59-71
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• 2014

This study applied customer perspective to find out ways how to protect customers' privacy by themselves. It does so by examining the factors which affect customer privacy protection behaviors. Based on the Privacy Act, this study developed the construct of Privacy Rights awareness and finds the law's effect on privacy awareness and behavioral change. The study finds that there exists a significant difference in privacy protection behavior according to privacy rights awareness. Independent variables are as follows: Five variables (Perceived vulnerability, Perceived severity, Perceived response effectiveness, Perceived barriers, Privacy Rights awareness) were tested as critical variables influencing Behavioral Intention in PMT model. Privacy awareness had a moderating effect on the relationship between perceived severity and privacy protection behavior. This study would contribute on theoretical expansion of Protection Motivation Theory and also provide practical implications for effective ways to promote behavioral changes.

• Research in Community and Public Health Nursing
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• v.31 no.4
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• pp.427-435
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• 2020

Purpose: The purpose of this study was to assess the knowledge and health beliefs about gestational diabetes and to identify the influence on breastfeeding intention of women those who have been diagnosed with gestational diabetes. Methods: A cross-sectional descriptive study was designed. A questionnaire survey was conducted on 270 women who were pregnant and currently diagnosed with gestational diabetes. Data collection was conducted at Internet cafes and breastfeeding clinics where pregnant women were able to participate actively. The data collection period was from November 5 to November 27, 2019 and analyzed using descriptive statistics, independent t-test, χ2 test and multiple logistic regression. Results: The average age of the participants was 34.21±3.73 years. There were 221 women who had breastfeeding intention, and 49 women who did not intend to breastfeed. The higher the perceived susceptibility (OR=2.49, p=.032), benefits (OR=2.62 p=.009), and the self-efficacy, the higher the intention to perform breastfeeding (OR=2.97, p=.004). On the other hand, the higher the perceived severity, the lower the intention to perform breastfeeding (OR=0.35, p=.007). Conclusion: Health beliefs such as perceived susceptibility, perceived benefits, self-efficacy and perceived severity have been shown to affect the breastfeeding intention. Based on these results, we suggest developing a breastfeeding promotion intervention program that improves self-efficacy in gestational diabetics.

• Research in Community and Public Health Nursing
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• v.8 no.2
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• pp.262-276
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• 1997

This study evaluates the relationship between health belief. self-efficacy and exercise and diet compliance in coronary heart disease patients. The study subjects were 96 CHD patients who visited the outpatient clinic at 3 general hospitals in Taegu city from April 3, 1997 to May 3, 1997. Data was collected by the researcher and two registered nurses who work at a cardiac outpatient clinic. Face-to-face interview was conducted. Moon's health belief scale(l990) and Hicky and others' Cardiac Diet Self-Efficacy Instrument (CDSEI, 1992), Cardiac Exercise Self-Efficacy Instrument (CESEI, 1992) were used. The instrument developed by the researcher based on the reference review was used to measure exercise and diet compliance. The data were analyzed by using descriptive statistics, Pearson correlation coefficient, t-test, ANOVA, Tukey verification and Stepwise multiple regression with the SAS program. The results of this study were as follows; 1. The degree of health belief(score range: 1-4) perceived benefit: 3.06 barrier: 2.04 severity: 2.93 2. The degree of self-efficacy(score range: 1-5) exercise self-efficacy: 2.91 diet self-efficacy: 3.32 3. The degree of compliance (score range: 1-4) exercise compliance: 2.34 diet compliance: 2.95 4. The exercise compliance had a positive correlation with perceived benefit(r=0.5327, p=0. 0001), severity(r=0.2780, p=0.0061), exercise self-efficacy(r=0.6675, p=0.0001), and a negative correlation with barrier{r= -0.4236, p=0.0001). The diet compliance had a positive correlation with perceived benefit (r=0.6439, p=0.0001), severity(r=0.4244, p=0.0001), diet self-efficacy(r=0.6629, p=0.0001), and a negative correlation with barrier{r= -0.5098, p=0.0001). 5. According to pt's education level, (F=3.02, p=0.0336), received massage from mass media on exercise and diet(t=3.81, p=0.0002), presence of cardiac patients in the family members or friends(t=2.00, p=0.0478), created significant differences in exercise compliance. According to occuption(F=3.03, p=0.0215), hospitalized experience(t=4.59, p=0.0000), presence of chest pain(t=3.63, p=0.0005), there was also a significant difference in diet compliance. 6. The combination of exercise self-efficacy, perceived benefit and pt's education level explained 50.18% of the variance in exercise compliance. The combination of diet self-efficacy, perceived benefit and barrier explained 56.76% of the variance in diet compliance. On the basis of the above findings, the follow ing recommendations are suggested: 1. To promote the exercise. diet compliance for CHD patients, a well organized health teaching and nursing intervention program should be developed. 2. More research is needed to investigate other variables affecting exercise and diet compliance of CHD patients. 3. To promote self-efficacy and a positive health belief in CHD patients, a well organized and an approachable nursing intervention program should be developed. 4. Factors other than diet. exercise compliance should be evaluated to discover the impact on CHD patients.

• Korean Journal of Community Nutrition
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• v.17 no.5
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• pp.623-636
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• 2012

Health Belief Model is a socio-psychological theory of decision making to individual health-related behaviors. This study was aimed to develop an effective education program for hypertension based on health belief model. The main factors of health belief model were investigated by focus group interview (FGI) with 23 hypertensive or prehypertensive subjects aged over fifty years. 'Perceived susceptibility' to hypertension was family history, neglect of health care, preference for salty food, broth of soup and stew. Lifelong medication, complications, and medical costs were reported as 'perceived severity' of hypertension. 'Perceived benefits' of hypertension management were decrease of medicinal dose, reduction of medical costs, and healthy eating habits of the family, while 'perceived barriers' were lack of palatability of low salt diet, convenience-oriented dietary habits, and limited choice of foods when eating out. Subjects mentioned TV health programs, public health center programs, and advice from doctors and family as 'cues to action' of hypertension management. These qualitative information provided basis for developing a nutrition education program for hypertension which could be implemented in the public health center. Eight week program was composed of understanding hypertension, risk factor management (eating habits, weight), low salt diet (principles, cooking), advanced management for healthy diet in 2 sessions, and summary. Each session was designed to alert the susceptibility and severity, to emphasize the benefits, and to reduce the barriers by providing dietary monitoring, practical advice, and action tips.

• Korean Journal of Occupational Health Nursing
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• v.19 no.2
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• pp.170-179
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• 2010

Purpose: It was to identify the relationship with the health beliefs, self-efficacy and medical care utilization in nurses in order to provide basic data for program development to actively help nurses' health practice. Methods: The subjects were 360 hospital nurses in P city, K Province. Instruments were health belief developed by Walker, Sechrist & Pender (1987), self-efficacy by Sherer, Maddux & Mercandante(1982), and medical care utilization by Korean National Health & Nutrition Examination Survey(2006). The data were analyzed as descriptive statistics, Chi-square, t-test, and ANOVA using SPSS 11.5. Results: There were significant differences in medical care utilization depending on age(p=.008), marital status(p=.019), education level(p=.005), types of work(p=.017), nursing units(p=.018), and period of work(p=.001). Use of outpatient clinic was significantly different depending on perceived susceptibility(F=2.463, p=.045). Nurses who consulted to doctor in other hospital had higher perceived severity(F=2.759, p=.028). Nurses who used complementary medicine had higher perceived barrier(F=2.278, p=.047). The score of self-efficacy was significantly different in medical care service frequency (F=3.030, p=.018) and to whom their health problems consulted(F=3.092, p=.010). Conclusion: Medical service utilization was different depending on the demographic characteristics, perceived susceptibility, severity, and barrier, and self efficacy. It is needed to give health promotion program considering these factors for nurses.

• Korean Journal of Health Education and Promotion
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• v.27 no.1
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• pp.9-19
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• 2010

Objectives: This study is to identify the factors which affect children's preventive behavior for novel influenza A(H1N1) and to provide basic data to health education for children. Methods: The subject of this study were 551 children who were attending on the 4~6th grade in elementary school in Seoul. The data were collected using a self-reporting questionnaire for 5 days from October 12 through 16, 2009. Data were all digitized and analyzed using SPSS 17.0K. Results: As for relationship between preventive behavior and the other variables, correlations were observed with sensibility, self efficacy, respond efficacy and behavior intention, and it was statistically significant(p<.001). According to the result of analyzing factors affecting preventive behavior for Novel Influenza A(H1N1), it was affected by variables such as perceived threat, perceived efficacy, behavior intention. Behavior intention was the most influencing variable and has shown influence in order of self efficacy, sensibility, severity and respond efficacy as follows. Conclusion: The results showed effects on preventive behavior of perceived threat, perceived efficacy and behavior intention. It may be beneficial to improve empowerment for students to prevent influenza A(H1N1) by focusing on perceived threat, perceived efficacy, behavior intention.

• Journal of Information Technology Applications and Management
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• v.22 no.4
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• pp.225-251
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• 2015

This paper analyzed factors for employees to violate information security policy in financial companies based on the theory of reasoned action (TRA), general deterrence theory (GDT), and information security awareness and moderating effects of perceived sensitivity of customer information. Using the 376 samples that were collected through both online and offline surveys, statistical tests were performed. We found that the perceived severity of sanction and information security policy support to information policy violation attitude and subjective norm but the perceived certainty of sanction and general information security awareness support to only subjective norm. Also, the moderating effects of perceived sensitivity of customer information against information policy violation attitude and subjective norm were supported. Academic implications of this study are expected to be the basis for future research on information security policy violations of financial companies; Employees' perceived sanctions and information security policy awareness have an impact on the subjective norm significantly. Practical implications are that it can provide a guide to establish information security management strategies for information security compliance; when implementing information security awareness training for employees to deter violations by emphasizing the sensitivity of customer information, a company should make their employees recognize that the customer information is very sensitive data.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.1011-1017
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• 2021

An effective measure to prevent the spread of COVID-19 is wearing masks in public places. This solution is highly recommended in many countries all over the world. The objective of this study is to identify the antecedents of citizens' intention to purchase masks during the COVID-19 pandemic. Based on the theory of planned behavior (TPB), the current study analyzes attitudes toward mask-purchasing, subjective norms, and perceived behavioral control, to assess their impact on intention to purchase masks. In total, six variables are examined: attitude toward mask-wearing, subjective norms, perceived behavioral control, perceived severity, perceived susceptibility, and the intention to wear masks. Data are collected from 243 respondents in Ho Chi Minh City, Vietnam. They were processed through by factor analysis and multiple regressions. The results report that all three factors positively affect citizens' intention to buy masks in the following ascending order: Attitude toward mask-purchasing, subjective norms, and perceived behavioral control. Our study is the first research that applies TPB to investigate citizens' intention to purchase masks to during the COVID-19 pandemic. Moreover, this study provides guidelines to the Vietnamese public managers to combat COVID-19 through the purchase of masks. Shopkeepers would be well advised to observe the intentions of consumers toward masks.