• Journal of Digital Convergence
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• v.20 no.3
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• pp.251-264
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• 2022

The purpose of this study is to present factors and strategies for successful rewarded-crowdfunding of companies. For this, rewarded-crowdfunding based on the extended theory of planned behavior(E-TPB) by adding individual innovation and risk preference as extended variables, in addition to the basic variables of the theory of planned behavior(TPB), including attitude, subjective norm, and perceived behavior control. In addition, the moderating effect of rewarded-crowdfunding experience was confirmed. In addition, the moderating effect of the rewarded-crowdfunding experience was confirmed, and exploratory factor analysis and multiple regression analysis were conducted for questionnaires who were aware of the concept of rewarded-crowdfunding. As a result of testing the hypothesis, it was found that attitude, subjective norm, perceived behavioral control, and risk preference affect the intention to invest in rewarded-crowdfunding. Also, we could find that perceived behavior control and risk preference were moderately influenced by investor who had experience in rewarded-crowdfunding. Based on the research results, it has academic and practical value by presenting the direction of enhancing the success of rewarded-crowdfunding that companies can use as a way to raise funds and boost sales.

• Journal of Fashion Business
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• v.26 no.5
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• pp.105-121
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• 2022

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.

• Journal of the Korean Society for information Management
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• v.34 no.1
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• pp.291-316
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• 2017

The purpose of this study was to examine comics library user's behavioral intention using the extended theory of planned behavior. In order to verify the effects of variables, such extended variables as comics likeability and service factor were added to such basic variables of the theory of planned behavior as subjective norm, attitude and behavioral control. Study findings are as follows: user's attitude had the biggest effects on their behavioral intention of reuse of Comics Library, and it was followed by subjective norm, service quality and perceived behavioral control, in order. Comics likeability exceptionally had no direct effects on behavioral intention, but it had indirect effects via the mediation of attitude, subjective norm and perceived behavioral control. And second, comics likeability and service quality had power of explanation for such basic variables as attitude, subjective norm and perceived behavioral control, respectively, thus verifying their effects on behavioral intention as extended variables.

• Nutrition Research and Practice
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• v.5 no.2
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• pp.169-178
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• 2011

Fast food is popular among children and adolescents; however, its consumption has often been associated with negative impacts on nutrition and health. This study examined current fast food consumption status among middle school students and explored factors influencing fast food consumption by applying Theory of Planned Behavior. A total of 354 (52.5% boys) students were recruited from a middle school. The subjects completed a pre-tested questionnaire. The average monthly frequency of fast food consumption was 4.05 (4.25 for boys, 3.83 for girls). As expected, fast food consumption was considered to be a special event rather than part of an everyday diet, closely associated with meeting friends or celebrating, most likely with friends, special days. The Theory of Planned Behavior effectively explained fast food consumption behaviors with relatively high $R^2$ around 0.6. Multiple regression analyses showed that fast food consumption behavior was significantly related to behavioral intention (b = 0.61, P < 0.001) and perceived behavioral control (b = 0.19, P < 0.001). Further analysis showed that behavioral intention was significantly related to subjective norm (b = 0.15, P < 0.01) and perceived behavioral control (b = 0.56, P < 0.001). Attitude toward fast food consumption was not significantly associated with behavioral intention. Therefore, effective nutrition education programs on fast food consumption should include components to change the subjective norms of fast food consumption, especially among peers, and perceived behavioral control. Further studies should examine effective ways of changing subjective norms and possible alternatives to fast food consumption for students to alter perceived behavioral control.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.225-236
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• 2018

Organizations continue to invest in the security of information technology as a means to be more competitive than others in their industry do. However, there is a relatively lack of interest in the information security compliance of employees who implement information security technologies and policies of organization. This study finds mechanisms for enhancing security compliance by applying theory of planned behavior, justice theory, and motivation theory in information security field. We use structural equation modeling to verify the research hypotheses, and conducted a survey on the employees of organization with information security policy. The results showed that organizational justice, sanction, and organizational identification affect the factors of the planned behavior theory and affect the employee's compliance intention. As a result, this research suggested directions for strategic approach for enhancing employee's compliance intention on organization's security policy.

• Journal of the Korean Home Economics Association
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• v.39 no.6
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• pp.79-92
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• 2001

The goal of this study is to investigate the consumers'shopping orientation among those who have experience in buying imported clothing and those who have no experience in buying imported foreign clothes, types of clothing they buy (planned purchase, non-planned purchase, impulsive purchasing), purchase behavior, and demographic characteristics. The data were obtained from questionnaires completed by 400 women in the Daegu area whose age was 20 years and older. The SPSS package was used for data analysis which includes a test of reliability, frequency, percentage, factor analysis, t-test, and $\chi$$^2$ test. There were significant differences in clothing shopping orientation, impulsive purchasing, use of information sources, store selection standards between groups who had experience of buying imported clothing and had no experience of it. Also, there were significant differences in education levels, income Levels, marital status between two groups.

• Journal of the Korean Society of School Health
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• v.34 no.1
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• pp.33-41
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• 2021

Purpose: Exploring the variables that predict teachers' intent when referring students to mental health professionals is important. The Theory of Planned Behavio (TPB) is a theory of predicting people's intentions of performing a particular behavior; the intent to perform a certain behavior is determined by three factors. (1) attitudes toward the behavior, (2) subjective norms, and (3) perceived control. This study aimed to develop a TPB measurement to investigate what variables predict the intentions of teacher's referral behaviors. Methods: A qualitative study following standardized manuals and guidelines for developing a TPB measurement was used. As a qualitative research method, the Consensual Qualitative Research-Modified (CQR-M) was used. According to the findings from the qualitative study, the quantitative measurement to assess teachers' referral intention, attitude, subjective norm, and behavioral control was developed. Results: The reliability and validity of the newly developed measurement were tested and verified. Conclusion: The newly developed measurement would contribute to a future empirical study that will examine predictors of teachers' referral intention.

• Asia Marketing Journal
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• v.25 no.3
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• pp.99-110
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• 2023

Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these ndings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.

• 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.

• Women's Health Nursing
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• v.22 no.4
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• pp.210-220
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• 2016

Purpose: The purpose of this study was to construct and test a structural equation modeling on the reproductive health behavior of single women with sexual experiences. This study employed Ajzen's Theory of Planned Behavior (TPB). Methods: The data were collected after receipt of consent from 250 single women with sexual experiences, and analyzed using SPSS 18.0 and AMOS 18.0. Results: Model fit indices for the hypothetical model were suitable for the recommended level: $x^2=362.407$, RMR=0.065, RMSEA=0.070, GFI=0.867. TLI=0.927, CFI=0.938, IFI=0.939, and $x^2/dF=2.237$. Intention showed direct effect with the biggest effect being on reproductive health behavior. Attitude, subjective norm and perceived behavioral control were found to have a direct effect on intention. Among them, perceived behavioral control revealed the largest influence. Conclusion: This study suggests that the TPB is a suitable model in explaining the reproductive health behavior of single women with sexual experience. Strategic plans for educational and intervention programs should be aimed to encourage single women to engage in reproductive health behavior.