• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

• Knowledge Management Research
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• v.17 no.1
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• pp.113-133
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• 2016

Why illegal digital contents sharing happens? This study pays attention to the fact that file sharing is an exchanging behavior between people and it is expanding despite of an illegal behavior and proposes that it is necessary for the phenomenon to be understood from social cultural point of view beyond a personal dimension. Based on the social exchange theory, this study demonstrates effects of file sharing attitudes and continuity, regarding 'group norm', 'popular demand', 'reciprocity' and 'social solidarity' as main factors. The main findings of this study are as followed;- First, it is shown that a tacit agreement of a group on file sharing is a determinant of positive attitude to file sharing and the intent of continual file sharing. Second, it is not found that the social relationship factors that are regarded as potential influential factors on file sharing attitude have effects on file sharing behavior, except for 'group norm'. Unlike previous studies, the results may come from the fact that this study deals with an illegal behavior. The third finding indicates a structural relationship between social relationship factors. When members of a group have more amicable attitude to file sharing including silence or a tacit agreement on file sharing, more people ask illegal sharing of files that they need. Such public demand creates expectation of reciprocity. As reciprocity maintains, social connectedness is strengthened. Then, strong social connectedness escalates the intent to maintain file sharing. It is important to notice that this study promotes understanding of how digital contents sharing happens by structuring and demonstrating influential relationship between characteristic factors of the social relationship.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.1189-1200
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• 2021

This study examines the role of perceived enjoyment, self-efficacy, and subjective norms as determinants of behavioral intention to use the OVO application. This study's target population is the users of the OVO application who have used it as an electronic transaction. This study's population was the OVO application users as an electronic transaction tool in Jember Regency. Samples were randomly selected at the time of the survey with specific criteria. The survey location is determined at the Plaza because it is a shopping center that mostly has payments at OVO partner merchants. The model empirically tested using data gathered from 150 respondents of OVO users. The research model was tested by using the structural equation modeling (SEM) approach. The results showed that all constructs in the original TAM model were statistically significant. Subjective norm has a positive effect on perceived usefulness, and perceived enjoyment positively affects perceived ease of use of OVO applications. On the other hand, applications' self-efficacy does not affect the perceived ease of using OVO applications for electronic transactions. This condition shows that subjective norms are dominant external individual perspectives compared to self-efficacy, which are personal internal characteristics in determining the behavioral intention of using OVO applications in electronic transactions.

• Informatization Policy
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• v.21 no.1
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• pp.57-76
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• 2014

The purpose of this research is to investigate the role of social dimensions in predicting the intention to use SNS. We proposed an integrative SNS acceptance model based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the social influence theory. Included in the model are attitude toward SNS use, subjective norm, information cascades, and perceived behavioral control as antecedents to intention to use SNS. An empirical analysis was conducted using data collected from a questionnaire survey with 228 college students in Korea, and it yielded the following findings. First, the two social dimensions, namely subjective norm and information cascades, were found to have a significant positive relationship with the intention to use SNS. In particular, information cascade turned out to have the strongest impact of the three antecedents to intention to use SNS. Second, perceived usefulness and perceived ease of use were found to have a significant positive influence on the attitude toward SNS use.

• Journal of Korea Technology Innovation Society
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• v.21 no.4
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• pp.1386-1410
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• 2018

Entrepreneurial resilience is one of the core competencies that young entrepreneurs should own. However, compared to its importance, related studies about this topic are rare, especially in Korea. Therefore, this study, for empirical analysis, included resilience to the research model expanding existing research. The purpose of this study is to identify the direct effects of perceived norms of young entrepreneurs, entrepreneurial self-efficacy, and entrepreneurial resilience on entrepreneurial intentions, and to identify the mediated effects between perceived norm, entrepreneurial self-efficacy, and entrepreneurial intention. The data used in this research were collected through questionnaires from 443 potential young entrepreneurs. Our experimental result show that social norm and entrepreneurial self-efficacy were positively related to entrepreneurial resilience. Moreover, personal norm, entrepreneurial self-efficacy, and entrepreneurial resilience were statistically significant on intention of entrepreneurial. As a result of the indirect effect, entrepreneurial resilience mediates the relationship between social norms, entrepreneurial self-efficacy, and entrepreneurial intention. Finally, this research has significant meaning because it shows the importance of entrepreneurial resilience to entrepreneurial intention of young entrepreneurs. However, the limitation of this study relates to the restriction of sample in certain regions and universities.

• Journal of Korean Academy of Nursing
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• v.36 no.4
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• pp.596-603
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• 2006

Purpose. This study examined Korean clinical nurses' intentions to care for SARS patients and identify determinants of the intentions. Theory of planned behavior was the framework to explain the intentions of Korean nurses for SARS patients care. Methods. A convenient sample of six hundreds and seventy nine clinical nurses from four university-affiliated hospitals located in Seoul and in Kyung-gi province was used. Self-administered (83-items) questionnaire was used to collect data. Intentions, attitude, subjective norm, perceive behavioral control, behavioral beliefs, normative beliefs, and control beliefs were the study variables. All items were measured using 7point Likert scale (-3 to +3). Data were analyzed using descriptive statistics, Pearson correlation method, and stepwise multiple regression methods. Results. Intentions and attitudes toward SARS patient care among Korean clinical nurses were moderate, but their subjective norm and perceive behavioral control of SARS patients care were negative. Stepwise multiple regression analysis indicated that attitude toward SARS patient care, perceived behavioral control, subjective norm were the determinants of the intentions for SARS patients care as theory proposed. Among the behavioral beliefs, 'SARS-patient caring would be a new experience', 'during SARS-patient caring, I should be apart from my family', 'after completing SARS-patient caring, I would be proud of myself being able to cope with a stressful event' and 'with my SARS-patient caring, patients could recover from SARS' were the significant determinants. Among the normative beliefs, colleague approval, spouse approval, and physician approval were significant determinants of the intentions. Among the control beliefs, 'SARS-patient caring would be a challenge' 'SARS-patient caring is a professional responsibility', 'tension during the care of SARS patients' and 'support from team members' were the significant determinants of the intentions. Conclusions. Korean clinical nurses in this study were not willing to care for SARS patients and showed negative attitude toward the care. They believed their friends and family were not approved their care for SARS patients. Nurses were in conflicts between professional responsibilities to care for SARS patients and personal safety. This study was the first to understand stress and burden of Korean clinical nurses who are in front line to care for newly developed communicable disease such as SARS. Under the circumstance where several fatal communicable diseases are predictable, conflicts between professional responsibility and their personal risks should be taken into considerations by nurses themselves and by nursing administrators in order to improve quality of care.

• Journal of Digital Convergence
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• v.18 no.1
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• pp.129-135
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• 2020

This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented.

• Informatization Policy
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• v.21 no.3
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• pp.102-127
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• 2014

Although mobile banking provides cost-saving opportunities as well as convenient banking experience for customers, today's banks still face challenges when deploying the technology because a good number of customers are reluctant to use mobile banking for personal reasons. This paper is an empirical investigation of the determinants of the intention to use smartphone-based mobile banking services. The determinants are grouped into two categories including personal factors and social influence factors. We conducted an empirical analysis using 751 survey responses collected from present users of mobile banking services. The results of the analysis reveal that all the personal factors have positive relationships with the intention to use mobile banking services. On the other hand, it was found that of the social influence factors, perceived herding behavior has significantly positive relationship with the intention to use smartphone-based services, whereas subjective norm is not significantly related to the intention. We provide practical as well as academic implications of the research findings.

• Korean Journal of Social Welfare
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• v.67 no.2
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• pp.85-112
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• 2015

This study examined the relationship structure among personal and social cognitive factors contributing to professional help-seeking decisions to relieve distress of those in low-income, then suggested an appropriate model to inform knowledge for better social work practice. Using data of a purposive sampling from 331 low-income people, covariance structural analyses were conducted in two stages of model exploration, one for TPB model and another for its extended model including the level of distress, family support, and willingness. As results, in the path analyses with the observed variables of the basic components of the TPB, subjective norm showed the strongest effect on the intention, following by attitudes towards help-seeking, then behavioral control the least; in turn both the intention, positively, and behavioral control, negatively, contributed to help-seeking decisions. In the second stage of the path analyses with the extended model of the TPB, each of distress and family support demonstrated direct positive effect on each of attitudes, subjective norm, and behavioral control; each of the attitudes, subjective norm, and behavioral control showed positive effect on both intention and willingness; in turn, while intention showed strong positive effect on help-seeking decisions, willingness had no significant effect and behavioral control had negative effect on decisions. There were significant indirect effects of behavioral control on intention through willingness and of willingness on decisions through intention. These results suggested that the TPB model is useful for modeling help-seeking decisions through personal and social cognitions, especially the significance of subjective norm implied the importance of social cognition for the people in low-income with distress. Further, it was implied that the extended model needs to address particularity of those people in low-income and the mechanism shown by behavioral control and willingness implied the importance of practicing respect for the client's autonomy and will for self-support in social work practice.

• Journal of the Korea Society of Computer and Information
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• v.20 no.9
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• pp.73-80
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• 2015

Cyberloafing is a term used to describe the actions of employees who use their Internet access at work for personal use while pretending to do legitimate work. This research that this puts the foundation on the general deterrence theory, social control theory, and Triandis model compares the individual characteristic including the group norm, self-control, perceived value among many factors having an effect on the personal ethical decision-making besides the general principles of ethics and stipulated regulation like the severity of sanction together. It was exposed to have the effect that the severity of punishment, self control, and perceived value notes to the internet abuse action. Therefore, the education and rules of punishment which is consistent along with the theoretical thesis supporting the groping of the preparation plan that is active in the various ethic problems has to be built. It is necessary that the company devises the internet application in the appropriate range, that is the partial the affirmation feeling which and it can allow officially. According to the cognitive dissonance, since this will have to allow with the positive direction can move to the misuse action with the intention differently, it can draw a conclusion.