• Title, Summary, Keyword: Subjective Norms

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Mediating Effect of the Attitude on the Relationship between Subjective Norms and Voice Intention (주관적 규범과 불평행동 의도의 관계에 미치는 태도의 매개 효과)

  • Kang, Jong-Heon;Pyo, Gil-Taek
    • Culinary science and hospitality research
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    • v.13 no.2
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    • pp.12-21
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    • 2007
  • The purpose of this study was to examine the effect of subjective norms on customers' intention to engage in voice of dissatisfaction responses, the effect of subjective norms on attitude, and the mediating effect of attitude on the relationships between subjective norms and customers' intention to engage in voice of dissatisfaction responses. The simple regression analysis is used in order to estimate the effects of subjective norms on customers' intention to engage in voice of dissatisfaction responses and attitude. The mediated regression analysis is used in order to estimate the mediating role of attitude of the effect of subjective norms on customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of perceived behavioral control did significantly improve the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analysis indicated that the influence of subjective norms was mediated by mediator. In the contests of voice behavior, the effect of subjective norms on intention was mediated by attitude.

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The Application of the Theory of Planned Behavior to Transnational Consumption Behaviors: Focused on Cross-Border Online Shopping (합리적 행동이론을 적용한 초국가적 소비행동에 관한 연구: 해외직구를 중심으로)

  • Seo, Min Jeong;Jeong, Yu-Jin
    • Family and Environment Research
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    • v.56 no.2
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    • pp.109-122
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    • 2018
  • Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

The Effect of Behavior Attitude and Subjective Norms on Behavior Intention in Food Festival

  • Bok, Mi-Jung;Park, Na-Eun
    • Journal of the Korea Society of Computer and Information
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    • v.24 no.4
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    • pp.177-183
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    • 2019
  • The purpose of this study is to analyze the effect of behavior attitude and subjective norm on food festival behavior intention of married women living in Ulsan area. The data were analyed with PASW 18.0 using reliability analysis, frequency analysis, paired T-test, T-test, correlation analysis, one-way ANOVA and multiple regression analysis. The results were as follows. First, First, married women had a slightly higher passive behavior intention than aggressive behavior intentions on food festivals. Second, the more the experience of past food festivals, the higher the economic level, the higher the housewife's housewives, the higher the food festival behavior intention. Third, the behavioral intention of food festival increased with higher behavioral attitude and subjective norms. Fourth, subjective norms were the most influential variable for the behavioral intention of married women. Next, the behavior attitude for food festival was found.

A Study on the Influence of Nursing Students' Perception, Subjective Norms and Perceived Behavior Control on Attitudes toward Elder Abuse (간호학생의 노인 학대에 대한 인식, 주관적 규범과 지각된 행위통제가 태도에 미치는 영향)

  • Lee, Yu-Jin;Kim, Yun-Su
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.19 no.5
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    • pp.410-417
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    • 2018
  • The purpose of this study was to investigate the perception of elder abuse, subjective norms, and perceived behavioral control and to examine what factors influence attitudes toward elder abuse. The subjects were 404 nursing students at D and S universities in G province. The data were collected from November 20th, 2017 to January 26th, 2017. The collected data were analyzed using descriptive statistics, independent t-test, ANOVA, Pearson's correlation coefficient, and stepwise regression using the SPSS / WIN 22.0. The results show that perception of elder abuse had a score of 3.60, subjective norms had a score of 2.69, and perceived behavior control and attitude had scores of 2.62 and 2.97. Perception of elder abuse, subjective norms, and behavioral control and attitudes showed significant positive correlations and showed significant differences according to elderly nursing education. Factors influencing attitudes toward elder abuse were perception of elder abuse, subjective norms, and perceptions of behavioral control and grade. The results of this study indicate that it is important to increase awareness, subjective norms, and behavioral control for the intervention of elder abuse. We suggest that nursing education of the elderly is important for the intervention of elder abuse.

Psychological Factors Associated with the Borrowing Intention of Stock Investment Defaulters (주식투자형 채무불이행자의 차용의도에 대한 심리적 변인의 영향)

  • Kim, Mi-Ra;Hwang, Duck-Soon;Hong, Eun-Sil
    • Journal of Korean Home Management Association
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    • v.32 no.3
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    • pp.65-84
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    • 2014
  • This study was performed to explore the factors that affect the debt-reuse intention of defaulters. The focus of this study is on defaulters who used debt for stock investment. Debt-usage differences were considered since they had different psychological backgrounds. A total of 712 self-administered questionnaires (stock=131 and no-stock=581) were analyzed using SPSS. The major findings were as follows : First, the level of perceived behavioral control was the highest and the level of attitudes toward using debt was the lowest among the psychological factors in both groups. Second, perceived behavioral control was different according to age and income. No such significant association was found in attitudes toward using debt, subjective norms and behavioral intention in the stock group. Third, behavioral intention was explained by attitudes toward using debt and subjective norms in the stock group. However, in the no-stock group, behavioral intention was explained by attitudes toward using debt, subjective norms and perceived behavioral control. These findings have important pragmatical meaning in that they show the determinants of debt reuse by stock investment defaulters.

Using the Theory of Planned Behavior to Explain Dairy Food Consumption amount University Female Students (계획적 행동이론을 이용한 여대생의 유제품 섭취 행동 분석)

  • 김경원;신은미
    • Korean Journal of Community Nutrition
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    • v.8 no.1
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    • pp.53-61
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    • 2003
  • This study was designed to explain the intentions and consumption of dairy foods among university female students. The factors related to intentions of consumption or actual consumption of dairy foods were identified within the theory of planned behavior. The survey questionnaire, developed using open-ended questions (n=35) , was administered to university female students (n:184) Subjects completed information regarding attitudes, subjective norms, perceived control, intentions and consumption of dairy foods. Correlation analysis and multiple regression were used to study the association of factors with intentions and consumption of dairy foods. Subjects showed relatively low intention to consume dairy foods (-0.4 $\pm$ 1.6 from a scale of -4-14). They ate 1.2 $\pm$ 0.9 servings of dairy foods a day and 52.2% of subjects had less than a serving a day, showing inadequate consumption of dairy foods. All three factors, attitudes, subjective norms and perceived control were significantly correlated to the intentions to take dairy foods regularly (r : 0.26-0.27) . Multiple regression results, however, revealed that subjective norms (p < 0.01) and perceived control (p < 0.05) contributed to the model of explaining intentions, while attitudes did not (model $R^2$ : 0.154) . To predict and explain actual consumption of dairy foods, two regression models were examined. In the first model, perceived control was significant in predicting dairy foods consumption, while attitudes and subjective norms were not. In the second model, intentions and perceived control were significantly related to actual consumption of dairy foods, providing the empirical evidence of the theory (model $R^2$: 0.121) These results suggest that perceived control was significant in explaining actual behavior as well as intentions. This study suggests that nutrition education to increase dairy foods consumption for young adults should focus on increasing perception of control and eliciting social support from respected others.

A Study on the Subjective Happiness and Social Capital (사회적 자본과 주관적 행복감에 관한 연구)

  • Shin, Hwa-Kyoung;Jo, In-Sook
    • Journal of the Korean housing association
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    • v.26 no.3
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    • pp.99-108
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    • 2015
  • The purpose of this study was to determine the relationship between subjective happiness and social capital. The data for the analysis were collected via the questionnaire survey method, from October 29 to November 10, 2013. The sample consisted of 338 residents, living in Seoul and Gyeonggi-Do province. Social capital is composed of the social network, social trust and social norms. The social network is composed of the satisfaction of one's social relations, and the degree of social interaction. Social trust is composed of the trust in ones's neighbors and the local community. Social norms are composed of reciprocity, participation and a sense of belonging and solidarity. The findings of this study were as follows: 1) The average for subjective happiness was 3.82 points, over neutral. In particular, the subjective happiness of people over 50 years old was highest. 2) The social network, social trust, and social norms were related to the subjective happiness.

A Study of Sodium Consumption and Related Psychosocial Factors among Hypertensive and Norma Adults (고혈압 환자와 정상 성인의 나트륨 섭취 및 이에 영향을 미치는 사회심리적 요인에 관한 연구)

  • 박은영;박양자;김경원
    • Journal of Nutrition and Health
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    • v.33 no.8
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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)

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The Impact of Hallyu 4.0 and Social Media on Korean Products Purchase Decision of Generation C in Vietnam

  • Truong, Nguyen Xuan
    • The Journal of Asian Finance, Economics, and Business
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    • v.5 no.3
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    • pp.81-93
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    • 2018
  • This study developed and tested the impact of hallyu 4.0, social media, and consumer ethnocentrism on the decision to purchase Korean products of Generation C in Vietnam. Both qualitative and quantitative methodologies were utilized in this study. Qualitative research was first carried out with in-depth interview, conducted to derive measurement items for the interested constructs. Quantitative research used cross-sectional field design by pilot study and official study. The model was tested and developed using data collected by questionnaires, from a sample of 575 respondents, by both electronic and paper surveys with non-probability and convenience sampling techniques. SPSS 20 and AMOS 20 software were employed to analyze the data. The results of structural equation modeling showed that hallyu 4.0, social media, and consumer ethnocentrism influenced the intermediates variables: subject norms, trust, attitude and behavioral intention and influenced purchase decision. The hallyu 4.0, social media, and consumer ethnocentrism are independent variables. They impact purchase decision through mediating variables such as trust, subjective norms, attitude and behavioral intention. Social media influences not only to trust but also to subjective norms. Subjective norms influence on purchase decision. This study also discovers an interesting fact that trust and attitude variables have an impact on behavioral intention and purchase decision.

The Effects of Subjective Norms on the Start-Up Intention: The Mediation Effect of Self-Efficacy and the Moderate Effect of Security Competence (대학생들의 주관적 규범이 창업의도에 미치는 영향: 자기효능감의 매개효과와 안정지향성의 조절효과)

  • Kwon, In Su;Kim, Ki Heung;Seo, Moon Kyo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.14 no.4
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    • pp.91-100
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    • 2019
  • Many university students try to start up a lot because of career uncertainty, and this study reflected this environmental situation. The subject of the study is the degree to which subjective norms of university students affect the start-up intention. In addition, we looked at the mediated effects of self-efficiency and the moderated effects of security competence. To verify the hypothesis of the study, 201 university students in Seoul were asked about the relevant variables. And based on prior theory, hypotheses and questionnaires were made. In addition, the validity, reliability and correlation analysis of each variable were conducted. Multiple regression analysis was used for hypothesis analysis. As a result, subjective norms have a positive effect on the start-up intention. Next, self-efficiency was found to be mediating the relationship between subjective norms and start-up intentions. Finally, when subjective norms affect the start-up intention, security competence showed negative moderate effect. The implications of this study are as follows: First, a positive perception of start-up by those around them is needed when it comes to raising the intention of starting a business. This positive perception also affects the confidence and sense of challenge in start-up and affects their start-up intention. However, if career anchor prefer stable employment for the organization, it can be seen that they negatively affect the start-up intention.

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