• Journal of Information Technology Applications and Management
• /
• v.27 no.1
• /
• pp.147-171
• /
• 2020

In-app advertisement is a fast-growing trend in mobile advertising, where user acceptance of ads is facilitated by the fact that users have voluntarily downloaded the app through which the ad is served. However, research in this ad category is limited. This study applies an extended version of the theory of planned behavior. Analysis results from 412 young mobile users in Vietnam using structural equation modeling showed that while localization and perceived enjoyment affected user intention to watch in-app ads as expected, perceived behavioral control and trust did not. Such results may be due to embedding the ads to applications, confusing users' behavioral intentions. The results underline the need for more future research in the area. In practical terms, companies should improve localization and entertainment aspects of ads to create more relevant and engaging advertisements.

• Journal of the Korea Convergence Society
• /
• v.10 no.4
• /
• pp.51-56
• /
• 2019

This study was performed to determine correlation on oral health behavior and variables of planned behavior theory before and after oral health education. 62 male inpatient alcoholics conducted the structured self-administered questionnaires, and subjects were taken oral health education for 4 weeks. To analysis data, the correlation analysis was conducted. The education group showed a significant positive correlation with oral health behavior and behavior intention, attitude toward behavior, subjective norm, perceive behavior control after oral health education. The relevant variables after the oral health education displayed a higher correlation coefficient and relation in the education group. It suggested an evidence that regular oral health education should be applied to promote oral health for alcoholic inpatients.

• Nutrition Research and Practice
• /
• v.8 no.1
• /
• pp.66-73
• /
• 2014

The purpose of this study was to determine if Theory of Planned Behavior (TPB) variables predict soy milk intake in a sample of WIC participants in 2 Illinois counties (n = 380). A cross-sectional survey was used, which examined soy foods intake, behavioral beliefs, subjective norms, motivation, and intention. Soy product intake was low at both sites, and many participants (40%) did not know that soy milk was WIC approved. Most (> 70%) wanted to comply with their health care providers, but didn't know their opinions about soy milk (50-66%). Intention was significantly correlated with intake (0.507, P ${\leq}$ 0.01; 0.308, P ${\leq}$ 0.05). Environmental beliefs (0.282 and 0.410, P ${\leq}$ 0.01) and expectancy beliefs (0.490 and 0.636, P ${\leq}$ 0.01) were correlated with intention. At site 1, 30% of the variance in intention to consume soy milk was explained by expectancy beliefs and subjective norm beliefs (P < 0.0001); at site 2, 40% of the variance in intention was explained by expectancy beliefs. The TPB variables of expectancy beliefs predicted intention to consume soy milk in WIC participants. Therefore, knowing more about the health benefits of soy and how to cook with soy milk would increase WIC participants' intention to consume soy milk. Positive messages about soy milk from health care providers could influence intake.

• Journal of Korean Society of Rural Planning
• /
• v.27 no.2
• /
• pp.77-89
• /
• 2021

To predict the level of residents' participation in rural tourism project, we used agent-based model. The decision-making mechanism which calculates the utility related to attitude, subjective norm, perceived behavioral control of planned behavior theory was applied to the residents' decision to participate. As a result of the simulation over a period of 20 years, in the baseline scenario set similar to the general process of promoting rural projects, the proportion of indigenous people decreased and the participation rate decreased. In the scenarios with different learning frequencies in perceived behavioral control, overall participation rate decreased. Learning every five years had the effect of increasing the participation rate slightly. Participation rates increased significantly in the scenario that consider economic aspects and reputation in attitude and did not decline in the scenario where population composition was maintained. The virtuous cycle effect of subjective norm according to changes in participation rate due to influence of attitude and perceived behavioral control shows the dynamic relationship.

• Journal of the Korean Dietetic Association
• /
• v.30 no.1
• /
• pp.29-40
• /
• 2024

Coronavirus disease-2019 (COVID-19) has led to a decline in restaurant visits, which in turn has changed the decision-making process of consumers. This study aimed to investigate the factors influencing visit intention during the COVID-19 endemic by employing the expanded theory of planned behavior. A total of 291 samples were collected through an online survey for the analysis. Confirmatory factor analysis, correlation analysis, and structural equation path analysis were performed on the collected data using the Analysis of Moment Structures (AMOS) statistical program. The findings of the study revealed the positive effects of attitude and perceived behavioral control and the negative effects of subjective norms on desire. Second, desire played a mediating role between antecedent variables (attitude, subjective norm, perceived behavioral control) and the visit intention. These findings are meaningful in that they expand the theory of planned behavior during the COVID-19 endemic based on factors that affect visit intention.

• The Korean Journal of Community Living Science
• /
• v.28 no.4
• /
• pp.547-559
• /
• 2017

This study was conducted to investigate the perception about the construct in the Theory of Planned Behavior using In-depth interview for 24 housewives with elementary school children. Most housewives did not have an intention to buy organic vegetables more in the future than in the present. They showed positive attitudes toward organic vegetables in terms of non-use of pesticides and fertilizers, taste, nutrient content, freshness, mental health, and protection of the environment. They showed negative attitudes toward organic vegetables in aspect of price, credibility of organic vegetables, differences in nutrients, appearance, size, perishability, and accessibility. Children, especially those with diseases, were the most influential persons to their mothers for buying organic vegetables. Housewives' negative attitudes toward organic vegetables were barriers for buying more organic vegetables and they were not willing to overcome these barriers actively. Therefore, government policy and nutrition education to change attitudes is needed to increase consumption of organic vegetables.

• Journal of Information Technology Services
• /
• v.6 no.2
• /
• pp.1-18
• /
• 2007

Many researches have been done in insurance fraud as the amount and frequency of insurance fraud have been increasing continuously. In particular, the development of insurance fraud detection system using large database management techniques including data mining or link analysis based on visual method have been the main research topic in insurance fraud. However, this kinds of detection system were very ineffective to find unintentional insurance fraud happened by accident even though it was so good to find intentional and organized crime insurance fraud. Therefore, this research suggests insurance fraud as an ethical decision making and applies TPB(Theory of Planned Behavior) for the finding of reasons and prevention strategies of unintentional insurance fraud happened by accident. The results of research show that TPB is very appropriate model to explain the behavior of insurance fraud and that insurance agents force to do insurance fraud as affecting perceived behavior control. Therefore, education and pubic relations for insurance fraud are very effective for preventing insurance fraud and developing insurance service industry.

• Journal of Distribution Science
• /
• v.12 no.1
• /
• pp.21-28
• /
• 2014

Purpose - This study aims to examine the Indian consumers'mall shopping patronage with the application of theory of planned behavior (TPB). The research intends to extend the TPB components (attitude, self-efficacy, subjective norms) with the addition of self-image and study their effect on Indian consumers' mall patronage intention. Research design, data and methodology - The research employed factor analysis to verify correct loading of items on corresponding factors and to confirm the applicability of constructs in the Indian context. The model was tested using stepwise regression analysis. Results -The results indicate a positive relationship between self-efficacy and intention to mall patronage. The findings show that self-image, attitude, self-efficacy, subjective norm significantly influence the mall patronage intention. Self-efficacy, which signifies self-competence and confidence in one's ability as a mall shopper indicates that as the self-efficacy increases Indian consumers' will eventually patronize malls. Conclusions - Self-image congruency plays a salient role in predicting mall-shopping patronage. The mall management should ensure that the mall marketing strategies incorporate it along with the other components of TPB to warrant decent footfall.

• Korean Journal of Artificial Intelligence
• /
• v.7 no.1
• /
• pp.5-12
• /
• 2019

The study is to identify the factors influencing Chinese consumers' intentions to purchase organic food based on Theory of Planned Behavior (TPB) model. This research concentrates on the moderating effect of gender during the process. An offline investigation was used for the research purpose. Data for the study was gathered from February to March 2018. The total of 260 valid responses was used for this analysis. An online questionnaire was distributed through Email to Chinese consumers living in major cities of China and abroad to collect the data. Multi group analysis and model comparison were conducted to examine the moderating effect of gender. Our results support previous researches suggesting that gender moderates the relationship between attitude and behavioral intention. However, surprisingly, no significant moderating effect of gender on the relationship between subjective norms and behavioral intention was found. This paper revisited TPB antecedents and the moderating effect of gender focusing on Chinese organic food markets. The findings provide essential managerial implications to the marketers in this industry. Further research could examine whether TPB model can be applied to other potential purchasing groups.

• Journal of Korean Public Health Nursing
• /
• v.33 no.3
• /
• pp.354-363
• /
• 2019

Purpose: This study was undertaken to identify factors related to quit-smoking intention based on the planned behavior theory among out-of-school youths. Methods: This study was a quantitative research, data were collected during Nov. 1. 2018 to Feb. 28, 2019, study subjects were 189 out-of-school youths in Youth support Center located in A, B, C area city. The data were analyzed using independent sample t-test and one-way ANOVA, Pearson's correlation coefficient, and multiple linear regression. Results: There was a significant differences of quit smoking intention according to age, weekly allowance, participate of antismoking program. There were positive correlations between quit smoking intention and attitude to non-smoking and perceived behavior control. In smoking cessation intention influenced by predictive variable, age, weekly allowance, attitude to non-smoking, and perceived behavior control explain 26.8% smoking cessation intention. Conclusion: We believe that findings from this study will help to develop the specific smoking cessation education program for out-of-school youth's health behaviors.