• Asia-Pacific Journal of Business
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• v.12 no.2
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• pp.145-159
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• 2021

Purpose - The purpose of this study is to identify the preceding factors that form pro-social tourism behavior intent in a pendemic situation and to present theoretical and practical implications for the role of individuals for a safe tourism environment. Design/methodology/approach - This study conducted an analysis by collecting 420 valid questionnaires targeting citizens who have lived in Korea continuously for more than one year. For the analysis, a confirmatory factor analysis (CFA) and a structural equation model (SEM) were used, and a multi-group confirmatory factor analysis (MCFA) and a multi-group structural equation model (MSEM) were used to verify the difference by age group. Findings - First, cognitive and affective risk perception for Covid-19 had a significant (+) effect on the ascription of responsibility to tourists, and affective risk perception and ascription of responsibility had a significant (+) effect on personal norms. Second, personal norms have been shown to have a significant (+) influence on prosocial tourism behavior intention, and prosocial tourism behavior intention has a significant (+) influence on WTP on safety tourism. Research implications or Originality - Tourism behavior in a pendemic situation can affect the spread of infection. In this respect, this study attempted to confirm how moral norms affect pro-social tourism behavior from a personal point of view. In addition, we tried to present practical implications by identifying the impact of personal norms on willing to pay for a safe tourism environment.

• Research in Community and Public Health Nursing
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• v.33 no.2
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• pp.196-206
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• 2022

Purpose: The purpose of this study is to identify health belief, subjective norms, social stigma, and sense of community affecting COVID-19 preventive behaviors among college students, and provide basic data for the development of preventive programs to improve COVID-19 preventive behaviors. Methods: This study used a cross-sectional study design. The study recruited a total of 170 college students, through an online survey from three online communities which are mostly used by college students. Data were collected from July 24 to August 9, 2021. The SPSS 21.0 program was used to analyze the data using simple multiple regression. Results: In simple multiple regression, the perceived susceptibility, perceived benefits and subjective norms were found to have a significant association with COVID-19 preventive behaviors of college students. These variables explained the 55.1% variance in COVID-19 preventive behaviors of college students (p<.001). Conclusion: The results of this study showed that the perceived susceptibility, perceived benefits, and subjective norms were significant factors affecting COVID-19 preventive behaviors of college students. Based on the results of this study, it is expected to develop COVID-19 preventive programs and strategies that increase perceived susceptibility, perceived benefits, and subjective norms to improve the COVID-19 preventive behaviors of college students.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.421-429
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• 2022

Entrepreneurship research has focused on several factors that might affect the intention of an individual to start an enterprise. Using principles from social network theory and the entrepreneurial intention model (EI), the current research intends to investigate how social capital is formed on Social Networking Sites (SNS) and how the resulting social capital influences entrepreneurial intention. Using an online survey, 151 valid responses were received from university students. Applying partial least square structural equation modeling, positive and significant relationship was found between the SNS usage and bonding and bridging social capital. Further, it was also found that online-bonding social capital does not impact any of the three antecedents of entrepreneurial intention. On the other hand, online-bridging social capital significantly influences personal attitudes and subjective norms. It was also found that both personal attitude and perceived behavioral control significantly relate to EI, while the subjective norms do not relate significantly to EI. The paper contributes to the literature on technology-based human behavior and entrepreneurship in emerging countries, opening some areas for future research, while also providing some managerial insights. It also should be beneficial to educational institutions in understanding how the use of SNS use by students may be optimized.

• Journal of Agricultural Extension & Community Development
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• v.8 no.2
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• pp.223-234
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• 2001

The community consciousness used to be the core of the social capital in rural Korea, and there used to be a long tradition of mutual trust and cooperation in rural village community in Korea. However, recent trends in rapid urbanization or de-ruralization may affected community consciousness and social capital in rural society in Korea. The social capital has been existed in terms of mutual trust, commonly shared norms, and cooperative behavior in farm work and daily life of rural people. Commonly shared norms and networks have accelerated social effectiveness and promoted cooperative work as well as moral and spiritual aspects of rural society. Social capital in terms of community consciousness, participation of village work, visit and invitation of the neighborhood, and participation in various village group and networks were suveyed in JanggogRi, Jori Myun, Paju city, Gyeonggi province. The data collected from 65 persons, and the major findings of the study were as follow; The respondents responded that the community consciousness of de-rural area decreased in general with a few exception in the groups of alumni, family, religion and voluntary society. Social capital in terms of participation of village work, visiting the neighbors and voting increased slightly. Further research on social capital should be conducted to strengthen community consciousness, and various measures to increase the social capital should be adopted for livable community development.

• Journal of Information Technology Applications and Management
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• v.16 no.1
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• pp.149-168
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• 2009

This paper aims to empirically examine how personal characteristics and social influence affect user acceptance of mobile web browsing service. To examine the intention to use mobile web browsing service, we applied the Technology Acceptance Model (TAM) which has been widely used to explain and predict the IT acceptance to this study. This research also includes personal characteristics such as computer self-efficacy, mobile self-efficacy, and personal innovativeness in IT and social influences such as subjective norms, image, and visibility as the external variables of the TAM. The results indicate that computer self-efficacy do not directly influence ease of use, but indirectly through mobile self-efficacy. And the results indicate that mobile self-efficacy and personal innovativeness in IT have direct effects on ease of use. Empirical results also show that subjective norms and image affect usefulness. Additional theoretical and practical implications of these findings are also discussed in the paper.

• Asia pacific journal of information systems
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• v.25 no.4
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• pp.642-661
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• 2015

Interpersonal trust has become essential for online communities because people have managed to be in a situation without face-to-face encounters. To identify the structural relationships between interpersonal trust and learning performance, we analyzed the relationship between two types of trust, namely, cognitive and affective, as well as two dimensions of learning performance, namely, learning satisfaction and knowledge application. We also identified the moderating role of social norms in the relationship between trust and learning performance. Results of analysis are as follows. First, cognitive trust significantly affected the two dimensions of performance. Second, affective trust exhibited a significant effect on learning satisfaction, but did not affect knowledge application. Third, the relationships between the two performance factors were significant and direct. Lastly, social norms appeared to moderate the effects of cognitive trust on knowledge application and affective trust on satisfaction. These findings suggest that organizations, which would like to optimize task-oriented performance of their learning communities, should consider linking strategies between community satisfaction and practical knowledge application.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.381-389
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• 2021

The study examines differences in entrepreneurial intentions and its antecedents across countries and cultures. This study uses Ajzen's Theory of Planned Behaviour to compare the entrepreneurial intention of two diverse countries: Saudi Arabia and India. The study uses the non-parametric Mann Whitney U test and Structural Equation Modeling to analyze a sample of university students of the two countries. The study finds significant differences among the students of these two countries. The result indicates that entrepreneurial intention is higher in Indian students than their counterparts in Saudi Arabia. The result further indicates that attitude and perceived behavioral control explains entrepreneurial intention in both the countries. However, social norms are significant in explaining entrepreneurial intention only in India and not in Saudi Arabia. The findings of this study suggest that entrepreneurship has higher social approval in India when compared to Saudi Arabia. Social norms impact entrepreneurial intentions differently for India and Saudi Arabia. The study attributes the results to the differences in per capita income and socio-cultural norms in both countries. This study is one of the few that have explored cross-country entrepreneurial attributes as it addresses the research gap in terms of comparing entrepreneurial intentions of India and Saudi Arabia.

• Asia Marketing Journal
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• v.22 no.1
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• pp.41-60
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• 2020

The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers' decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers' utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as 'not preferred' and 'not able to buy'.

• Journal of Internet of Things and Convergence
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• v.7 no.3
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• pp.23-30
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• 2021

The purpose of this study is to analyze the effect of social capital include networks, trust, norms, and participation on depression in the elderly in the era of convergence. The subjects of this study were 302 senior citizens aged 65 and over who are living in Seoul and Gyeonggi Province. The results are follows. Depression was more severe in the elderly with lower level of education, no religion, and lower social capital including networks and norms. In this study, social networks were found to be the most important contributor to depression. In order to alleviate depression in the elderly through this study, efforts to activate and expand the network of the entire society are required. In other words, it is necessary to expand the activity space of local community, develop programs for various convergence contents, and expand education programs for the elderly in order to vitalize the network of the elderly.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.22-35
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• 2021

The unprecedented pandemic caused by the COVID-19 has led to a massive global public health campaign to slow the spread of the virus. Thus, this study examines the importance of individual's prevention behavior intention by adapting health belief model(HBM). In addition, we added social variables to understand the prevention behavior better considering the situation in which collective behaviors are important. The online survey results(N=298) showed that higher level of perceived severity, perceived susceptibility, perceived benefits, perceived peril, perceived social norms and lower level of perceived responsibility led to higher prevention behavior intention. Peril was the most influential factor among all the variables. In addition, perceived severity and social norms followed after that. Additional analysis also implied that socio-HBM model we proposed better explained the prevention behavior intention than traditional HBM.