• 디지털융복합연구
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• 제19권11호
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• pp.181-199
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• 2021

최근 금융사는 영업점 축소와 비대면 서비스의 확대 추세와 맞물려 챗봇 서비스의 활성화를 추진하고 있다. 그러나 기술적 한계와 이를 둘러싼 내·외부 환경의 제약이 존재하는 상황에서 일시에 챗봇 서비스를 확대하기는 어렵다. 따라서 챗봇 서비스의 제반 상황을 분석하여 단계별로 발생 가능한 문제를 선제적으로 확인하고 해결방안을 모색할 필요가 있다. 이에, 본 연구는 금융 챗봇 서비스 사용자의 사용 의도 및 행동을 고찰하기 위해 현장 실무자 및 연구자 12명을 대상으로 인터뷰를 진행하고, 이를 계획된 행동이론(Theory of Planned Behaviors, 이하 TPB)으로 해석하였다. 연구 결과, 사용자들은 챗봇 사용 경험을 통해 갖게 된 편리함이나 불편함 등의 '감정 및 태도', 군중 심리나 타인의 공감을 갈망하는 심리 등의 '주관적 규범', 챗봇 사용 과정의 어려움이나 편리함에 대한 인식에 따른 '행동 통제' 등의 특성이 드러났다. 이를 통해 이 특성이 사용자의 챗봇 서비스에 대한 지속적 사용 의도와 실제 행동에 영향을 미칠 수 있음을 알 수 있었다. 후속연구에서는 실제 사용자를 대상으로 하여 구체적인 사용 의도와 영향 요인을 실증적으로 연구해 볼 필요가 있다.

• 유통과학연구
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• 제17권6호
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• pp.85-90
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• 2019

Purpose - In China, electric vehicle industry has been increased attention as a environmental friendly transportation to solve pollution problems, and still growing to solve a technological gap issues in automobile industry. Although the interest of electric vehicle is getting bigger, there are not many studies that showing consumers' intention to purchase an electric vehicle. Because of this phenomenon, this study tried to find the factors which can affect the purchase intention of electric vehicle. Research design, data, and methodology - Drawing on the Planned Behavior Theory(TPB), this study examined attitude toward the behavior, subjective norm of environmental protection, and the influence of economic benefits on purchase intention through survey. we measure 233 Chinese samples. Results - The results showed that attitude toward electric vehicles, subjective norms of environmental protection, and economic benefits had a significant effect on purchase intention. To be specific, the consciousness of environmental protection, economic considerations, product image and its characteristic are all considerable aspects from the standpoint of Chinese consumers. In addition, we found that the higher the age group, the weaker relationship between attitude toward electric vehicle and purchase intention. Conclusion - This study suggests that diverse factors related to the purchase intention of electric car in China market and Chinese consumers. Especially, economic benefit factors, which have a statistically significant and significant influence on the purchase intention of electric vehicles, are not significant variables in the existing electric vehicle research. This result is considered to be the result of the fact that the electric vehicle is not only an automobile having an environmentally friendly factor but also a product which makes it consider the economic situation. Put together, the results of this paper give us the theoretical basis for establishing an electric vehicle marketing strategy in the rapidly changing Chinese market. Also, this paper will provide new ventures for marketing and distribution strategies for Korean companies that are looking to expand into China.

• 정보화정책
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• 제21권1호
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• pp.57-76
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• 2014

본 연구의 목적은 SNS 이용의도에 대한 영향관계에서 사회적 및 개인적 선행요인들의 역할을 조명하는데 있다. 연구 목적을 달성하기 위해 계획된 행동이론(TPB)과 기술수용모델(TAM)을 통합하여 SNS 수용 모델을 제안하였다. SNS 이용의도의 개인적 선행요인으로서 사용 태도 및 지각된 행동 통제력을, 그리고 사회적 선행요인으로서 주관적 규범 및 정보 캐스케이드를 각각 설정하였다. SNS 사용 태도의 선행요인은 지각된 유용성과 지각된 사용 용이성으로 설정하였다. 제안된 모델은 국내 대학생 228명을 설문조사하여 검증하였다. 실증분석 결과를 요약하면 다음과 같다. 첫째, 사회적 압력요인으로서 주관적 규범과 정보 캐스케이드는 SNS 이용의도에 유의한 긍정적 영향을 미치는 것으로 나타났다. 특히, 정보 캐스케이드는 이용의도의 선행요인들 중에서 영향력이 가장 강한 것으로 나타났다. 둘째, 지각된 유용성과 사용 용이성은 사용 태도에 유의한 긍정적 영향을 미치는 것으로 조사되었다. 실증연구의 결과를 바탕으로 시사점 및 향후 연구방향을 제시하였다.

• Journal of Preventive Medicine and Public Health
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• 제40권3호
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• pp.205-212
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• 2007

Objectives : The purpose of this study was to identify the factors influencing the intention to have stomach cancer screening using the theory of planned behavior (TPB) in Korea. Methods : For this population-based study, 1,535 adult respondents (aged 40 to 70 years) were recruited using multi-stratified random sampling and a face-to-face administered questionnaire. This study was based on Ajzen's theory of planned behavior. Intentions were divided into three scenarios for fee payment in the next two years : (1) free of charge, (2) co-payment, and (3) full charge. Multiple linear regression was used to identify the factors influencing the intention to have stomach cancer screening. Results : Perceived behavioral control and attitude toward stomach cancer screening were significant predictors of the intention to have stomach cancer screening. However, subjective norm only influenced the intention to have stomach cancer screening with full charge in the next two years. Conclusions : The results suggest that attitude and perceived behavioral control are likely to contribute toward increasing the intention to have stomach cancer screening. Especially, perceived behavioral control is a good predictor. Because the study subjects were nation wide residents, the study results can be generalized.

• Journal of Information Technology Applications and Management
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• 제19권2호
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• pp.17-38
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• 2012

The purpose of this study is to investigate the research model attempting to explain factors influencing consumers' attitude towards Smartphone adoption and behavioral intention to use a Smartphone. The 357 sets of data are tested against the model using SEM (structural equation model). The research results reveal that organizational and social influences, consumers' self-actualization, and trust affect consumers' attitude towards Smartphone adoption, and behavioral control influences behavioral intention. Implications of the findings suggest that Smartphone should be approached with a holistic view, suggesting that Smartphone research should emphasize Smartphone as a convergent device including both hardware and software with services and applications. Research results are discussed, and limitations of the current study and future research are presented.

• 정보관리학회지
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• 제37권3호
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• pp.275-299
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• 2020

본 연구는 대학의 교수와 학생 이용자가 전통적인 형태의 물리적 도서관과 온라인 정보이용 중심의 디지털 도서관이 혼합된 하이브리드 형태의 도서관 환경에서 대학도서관을 이용하고자 하는 행동 의도 즉, 도서관 이용 의도를 결정하는 요인들과 그 요인들 사이의 구조적 관계를 분석하고자 하였다. 대학의 주요 구성원 그룹이 가지고 있는 대학도서관에 대한 전반적인 인식을 조사하기 위하여 구조화된 설문지를 개발하여 자료를 수집하였고, 도서관 이용 의도에 영향을 미치는 요인들 간의 관계 분석을 위해 사회심리학에서 빈번히 활용되는 행동-태도 이론을 바탕으로 본 연구의 목적에 적합하다고 판단되는 계획행동이론(TPB)과 기술수용모형(TAM)을 기반으로 한 통합모형을 제안하여 분석을 실시하였다. 본 연구는 이용환경 변화에 따른 이용자의 도서관 이용에 대한 인식과 이용의도를 물리적 도서관과 디지털도서관으로 나누어 각각 확인하였고, 이를 바탕으로 향후 도서관의 미래 전략 및 운영 방안에 대해 논의해 보고자 하였다는데 그 의의가 있다고 할 수 있으며, 본 연구의 결과는 대학도서관으로 하여금 변화하는 환경에서 생존하고 균형적인 성장을 이루기 위해서는 인지, 주목, 그리고 협력을 바탕으로 한 효과적이며 효율적인 운영전략을 수립하여야 한다는 점을 주지하고 있다.

• Nuclear Engineering and Technology
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• 제55권8호
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• pp.3054-3070
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• 2023

Nuclear Power Plants (NPP) are widely utilized around the globe from different base forms as it is one of the most dependable renewable resources that technological advancements have offered. However, different perceptions of the usage of NPPs emerged from different generations. The purpose of this study was to investigate the acceptance of nuclear energy as an alternative source of energy among Generation Z in the Philippines by utilizing an extended Theory of Planned Behavior (TPB) approach. An online questionnaire which consisted of 31 items was distributed using a purposive sampling approach and 450 respondents of Generation Z voluntarily answered. Structural Equation Modeling (SEM) showed that the knowledge regarding NPP had significant effects on risk perception and benefit perception which subsequently led to subjective norms. In addition, perceived behavioral control and subjective norms had significant effects on behavioral intention which led to nuclear acceptance. Interestingly, the respondents perceived the benefit of NPP as slightly higher than the perceived risk. With these, it was clear that the commissioning Nuclear Power Plant must consider as an alternative source of electric energy in the Philippines. Moreover, this study is one of the first studies that investigated the acceptance of NPP among Generation Z. Lastly, the model could be a basis to strengthen the acceptance strategy of opening NPP among Generation Z, particularly in developing countries.

• 가정∙방문간호학회지
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• 제22권1호
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• pp.78-87
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• 2015

Purpose: The purpose of this study was to explore the intentions and influencing factors of intentions to care for New Influenza A ($H_1N_1$) patient Methods: This study involved a descriptive design using self-administered questionnaire. Intentions to care for H1N1 patient was evaluated by prediction tool, based on the Theory of Planned Behavior (TPB). The data were analyzed by SPSS 17.0 using descriptive statistics, t-test, ANOVA with a Scheffe test, Pearson's correlation and multiple regression analysis. Results: The level of intention was high, attitude was negative, subjective norm was high, and perceived behavioral control was moderate. The general regression model with intention as a dependent variable was statistically significant (F=39.31, p<.001). 28.1% of variance in intention was explained by subjective norm (t=8.75, p<.001), and perceived behavioral control (t=4.28, p<.001). Among the predictors, subjective norm had the greatest effect on intention (${\beta}=.44$). The nurse with the higher subjective norm and more positive perceived behavioral control reported the higher intention. Conclusion: The findings of this study suggested that the various aspects of nurse's characteristics should be considered when establishing strategies to improve the nurse's intention for care of infectious disease.

• Journal of Nutrition and Health
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• 제33권8호
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• pp.833-839
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• 2000

The purpose of this study was to investigate sodium consumption and related psychosocial factors among hypertensive patients and normal adults through questionnaire development. The Theory of Planned Behavior provided the basis for the study. The mean blood pressure of subjects was 117. 1 mmHg/78.55mgHg in normal adults(N-218), 159.65mmHg/102.05mmHg(systolic/diastolic) in hypertensive group(N=219) and the sodium consumption was 5219.4${\pm}$1821.3mg in normal adults and 4631.4${\pm}$1749.1mg in hypertensive group. The results of Multiple logistic regression analysis showed that the odds of being hypetensive group were increasd as subjects felt that dalty food (OR=1.5) (OR=0.8). The odds of beign hypertensive group increased as subject received more support. With respect to perceived control, the odds of being hypertensive group were increased as subjects felt more confident in contolling salty intake when spouse likes to take salty food(OR=1.4). In contrast, subjects felt less confident in contolling sodium consumption when they took medicine(OR=0.8). Study findings revealed that all three factors, attitudes, subjective norms, and perceived control contributed to the model for explaining intentions, with subjective norms being most important. This findings provided the empirical evidence for the TPB in explaining salt intake. This study suggest that educational interventions for hypertension patients focus on changing sodium consumption through changing attitude toward high sodium consumption, subjective norms, perceived control over reducing sodium consumption of specific situations, specially subjective norms and perceived control. In addition, interventions may include strategies to change attitudes toward sodium consumption by helping hypertensive patients realize negative beliefs and modifying positive beliefs and to elicit and maintain subjective norm from doctors, family and neighbors, and to increase control beliefs for reducing sodium consumption.(Korean J Nutrition 33(8) : 833-839, 2000)

• 대한수학교육학회지:수학교육학연구
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• 제13권3호
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• pp.267-286
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• 2003

본 연구의 목적은 현행 7차 교육과정에서 강조하고 있는 학습자 중심 수학 수업 방식에 대한 초등학교 교사들의 신념의 구조를 이해하고, 이들 신념과 관련된 요인들이 수업 개선 의지에 어떻게 그리고 얼마나 영향을 미치는지 설명하고 예측함으로써 교사들의 수업의 질 향상에 도움이 되는데 있다. Fishbein과 Ajzen이 개발한 Theory of Planned Behavior 이론은 본 연구에서 교사들의 수업개선 의지, 신념, 태도, 주관적 규범 및 통제요인의 지각에 영향을 미치는 요인들을 체계적으로 조사하는데 개념적 틀을 제공하고 있다. 자료 수집을 위하여 281명의 초등학교 교사들이 본 연구에 참여하였으며 수집된 자료의 분석을 위하여 기술적 통계 분석과 다중선형회귀분석을 적용하였다. 연구 결과에 의하면 초등학교 교사들의 수업 관행의 변화는 우선적으로 수학을 학습자 중심으로 가르칠 때 예상되는 결과들의 가능성에 대한 주관적 판단에 의해 영향을 받는 것으로 보인다. 학습자 중심 수학 학습에 대한 교사 주변인들의 요구 또한 교사들의 수업 개선 의지에 약간의 영향을 끼치는 것으로 나타났다. 그러나 수업에 대한 통제요인 등은 수업 개선 의지를 예측하는데 크게 영향이 없는 것으로 판단된다.