• Asia Marketing Journal
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• v.2 no.2
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• pp.39-62
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• 2000

많은 소비자 행동은 목표 지향적 행동으로 볼 수 있다. 이처럼 목표가 소비행동에서 차지하는 비중이 높다보니 최근 들어 목표자체에 대한 연구와, 목표의 추구와 성취에 있어 태도의 역할에 대한 연구에 상당한 관심이 집중되고 있다. 그런데 지금까지의 태도연구는 주로 이성적인 행동에 그 초점이 맞추어져 왔으며 그 대표적 모델은 Fishbein과 Ajzen의 이성적 행동이론이다. 이성적 행동이론이 소비행동을 설명하는데 많은 기여를 했으나 목표지향적 행동을 설명하는데는 어느 정도 한계가 있다고 지적된다. 이 논문에서는 이성적 행동과 목표지향적 행동과의 차이점들을 살펴보고 목표지향적 행동을 설명하는 새로운 연구모형으로서 시도이론을 소개하였다. 또한 시도이론에 대한 실증 분석의 결과들을 제시하고 있다.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.332-343
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• 2020

As a study on the purchase intention of digital music, the research applied the Extended Model of Goal-directed Behavior(EMGB) with the perceived value and empirically evaluated the impact of variables such as attitude, subjective norms, positive and negative anticipated emotions, perceived behavioral control and desire on the purchase intention. The study was conducted using a survey data collected from valid questionnaires of 342 copies aimed at Chinese mobile music application users and employed the structure equation model. The findings indicate that attitude, negative anticipated emotions, perceived behavioral control towards digital music purchasing and the frequency of past behavior positively influenced users' desire for digital music purchasing. Another result has been confirmed that perceived value, which was an added variable, showed a significant impact on attitude. Along with the frequency of past behavior and desire, perceived value also exerted positive influence on purchase intention.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.171-183
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• 2016

It is often reported that foreign tourists visiting Korea are not satisfied with dining in a Korean restaurant, and the reason is assumed that most of the Korean restaurants are targeting Koreans and operating in a traditional way; thus, this study suggests the need of a new type of Korean restaurant such as quick service restaurant, where foreign tourists could have Korean food in a more familiar way. It is attempted to examine foreign tourists' visit intention toward Korean quick service restaurant (QSR) applying the model of goal-oriented behavior (MGB). The survey was conducted with foreign tourists and total 275 data was gathered. Structural equation modeling was used for analysis. Among MGB variables, attitude, subjective norm, perceived behavioral control had significant effect on desire, while postive and negative anticipated emotions did not had significant effect. Also, involvement showed a significant moderating effect as positive anticipated emotion had much stronger effect on desire in a high involvement group.

• Culinary science and hospitality research
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• v.20 no.1
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• pp.1-17
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• 2014

Under the needs to study the predictors of the frontline employees' service-oriented organizational citizenship behaviors(OCBs) in the hotel industry, this study aimed to the influence of goal orientations on the OCBs. The two factors of performance goal and learning goal orientations were hypothesized to influence each dimension of OCBs(loyalty, service delivery, and participation). The data from 266 five star deluxe hotel employees were analyzed with descriptive statistics, multi-variate analysis of variance, and structural equation modeling conducted using SPSS 19.0 and AMOS 20.0. The results showed learning goal orientation positively influenced all dimensions of the OCBs while performance goal orientation positively influenced all dimensions except loyalty. These results suggest that hotel practitioners need to seek the applicants who are willingly oriented to specific goals at recruiting process. Furthermore, hotel organizations need to utilize the employees' goal approach to motivate their performances.

• Journal of Digital Convergence
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• v.19 no.1
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• pp.89-97
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• 2021

The purpose of this study is to verify the influence of the cognitive process related to the organizational citizenship behavior. The research method consisted of the cross-design of the prospect dimension and goal orientation dimension, and information security factors consisted of distributive justice, response efficacy, self efficacy, and organizational citizenship behavior. As a result of the study, the dimension of prospect had a significant effect on response efficacy and self efficacy, and it was found that the influence of the gain condition was greater than that of the loss condition. The goal orientation dimension had a significant effect on response efficacy and self efficacy, and it was found that the influence of the growth condition was greater than that of the validation condition. The research model that explained the relationship between information security factors appeared as a partial mediating model between distributive justice, response efficacy, and organizational citizenship behavior. The implications of this study suggest that it is necessary to establish an information security strategy in combination with individual decision-making factors and organizational culture factors.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.90-107
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• 2018

The purpose of this study is to specify a structural relationship among learning goal orientation(LGO), creativity, working smart, working hard, and work performance of salespersons, verify the direct and indirect effect of variables, and examine impacts of the five factors at the same time. Also, this carried out the study to understand the relationship between the salesperson's creativity and work performance. This study targeted for salespersons who were working in various industries and total 588 were participated via on-line. According to the study, the result is as follows. First of all, There are direct effects among LGO, creativity, working smart, and work performance. However, working hard didn't have any direct effect with any other variables. Creativity and working smart have indirect effects on the relationship between LGO and job performance. In addition, the mediating effect of the model with creativity was higher than that of the model without creativity. Therefore, creativity is an individual competency that should be continuously developed to improve the work performance of a salesperson.

• Science of Emotion and Sensibility
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• v.16 no.3
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• pp.319-332
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• 2013

Previous research on learning and memory has focused on how they are constructed through past experiences. Recent studies, however, have shed light on that such cognitive processes are in service of higher goals of maximizing future rewards. This review paper aims to introduce and discuss a related line of research. First, this paper introduces researches that show goal-directed model-based reinforcement learning, in which agents choose a behavior that does not necessarily bring immediate rewards but will allow future rewards, based on generalization and analogical extrapolation. It also reviews studies on neural substrates of goal-directed learning, and discusses that cognitive process implicated in striatal dopaminergic signals can also influence memory. Especially, memory is not a merely passive process of storing and retrieving past experiences homogeneously, but rather results of a decision-making process to serve higher goals. The body of research suggests that information on future rewards can have influence on current cognitive processing in a retrospective manner.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.1
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• pp.595-602
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• 2021

This study evaluates the impact of an information security policy sanction, a perceived threat, and the perception of the information security climate on a compliance behavioral intention. The research method was structured with a cross-sectional study design for the prospect and goal orientation. The variables used in the analysis are information security policy sanction, perceived threat, perception of information security climate, and compliance behavioral intention. Progress in this research consists of measuring the prospect and goal orientation, and then measuring the four variables. As a result, the prospect had a significant effect on the perception of the information security climate, and it was found that the influence of the gain-based condition was greater than the loss-based condition. Goal orientation had a significant effect on the information security policy sanction, the perceived threat, and the compliance behavioral intention, and the influence of the development-based condition was greater than the stability-based condition. Both prospect and goal orientation had an interactive effect on the compliance behavioral intention. The exploration model was verified as a mediation model. In addition, the discussion includes the appropriate implications for information security based on these research results.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.4
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• pp.231-244
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• 2020

With the rapid progress of the 4th industrial revolution, technical human capitals are considered to be the core competing factors of the enterprise. Technical manpower training of the 4th industrial revolution through technical education has become an essential task of venture start-ups. The opening of technical training courses and the education support system of companies are increasing, but the shortage of technical manpower is getting worse. This study was conducted to analyze the factors affecting participation intention of the 4th industrial revolution technology education. The research model was established based on the model of goal-directed behavior. For the analysis, 250 valid questionnaire data were used to test with a structural equation model. The results of the study are as follows. First, attitude had a positive effect on the intention to participate in education. Second, subjective norms had a positive effect on the intention to participate in education. Third, the perceived behavioral control has not been tested for a significant influence on educational participation intention. Fourth, positive and negative anticipated emotions had a significant effect on educational intention. The impact of significant variables were found in the order of positive anticipated emotions, attitudes, negative anticipated emotions, subjective norms. On the other hand, as a result of testing the mediating effect of desires, it was found that desires plays a mediating role between attitude, subjective norm, perceived behavioral control, positive anticipated emotions, negative anticipated emotions, and participation intention. In particular, the causal relationship between perceived behavioral control and intention to participate in education was not significant, but perceived behavioral control had a significant effect(full mediation) on participation intention through desires. Based on the results of this study, the following implication were suggested. First, the model of goal-directed behavior(MGB) was applied to the technical education field. Second, the direct relationship between antecedent variables and behavioral intentions was simultaneously tested. Third, unlike the existing education-related research, the factors affecting participation in education were analyzed. Fourth, the importance of desires for education were suggested.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.4
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• pp.57-68
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• 2020

This study analyzed the factors affecting the reemployment intention of the baby boomer. To this end, an extended Model of Goal-directed Behaviors(MGB) was set as a research model. The extended MGB used in this study added economic readiness and social capital to attitudes, subjective norms, positive anticipated emotions, and perceived behavioral control variables as independent variables. The desires was set as a mediating and the reemployment intention was set as the dependent variable. The research model was empirically analyzed with 201 baby boomers. Empirical analysis showed that economic preparation had a negative effect on reemployment intention, and social capital had a positive effect on reemployment intention. Economic preparation rather than social capital was found to have a stronger impact on the intention of reemployment. Attitudes, subjective norms, positive anticipated emotions, and perceived behavioral control variables were not tested for a significant direct effect on reemployment intention. They were found to have a significant influence on reemployment intention through the mediating of desires. Based on the results of this empirical analysis, academic and practical implications were presented.