• 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.

• Asia Marketing Journal
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• v.2 no.2
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• pp.86-113
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• 2000

본 연구는 환경지향제품구매와 재활용행동을 설명하기 위한 것으로 Schwartz 가 제기한 규범이론에 관한 이론고찰과 실증분석을 병행하고 있다. 규범이론의 핵심은 사회규범을 개인의 행동으로 전환시키는 과정을 설명하는 것이다. 규범이론에 따르면 환경지향제품구매와 재활용과 같은 이타적 행동은 사람들이 일종의 추상적이고 객관적인 방식으로 동의하는 도덕적 행동에 관한 사회규범으로 시작된다. 그러나 사회규범은 행동을 지배하기에는 너무 일반적이고 소원하다. 따라서 이러한 사회규범은 개인적 차원에서 우리들 각 개인에게 적응되어 개인규범이 된다. 사회규범은 사회적 구조의 차원에서 존재하는 반면 개인규범은 강력하게 내면화 된 도덕적 태도가 된다. 개인이 규범을 내면화 했지만 이에 따라 행동하지 않을 수도 있는 데 상황에 적절하도록 개인규범이 정의되어야 한다. 규범이론은 주어진 상황에 적절하도록 사회규범을 개인규범으로 정의하도록 유도하기 위해서는 바로 행동결과지각과 책임귀인지각이 개입되어야 한다고 제기하고 있다. 본 연구는 이상의 규범이론에 근거하여 소비자의 환경지향제품구매행동과 재활용행동을 설명하고자 다음 세 가지 연구목적을 설정하였다. 첫째, 사회규범이 개인규범의 형성에 어떠한 영향을 미치는가? 둘째, 사회규범이 내면화 된 개인규범은 환경지향제품구매행동과 재활용행동에 직접적인 영향을 미치는가? 셋째, 규범이론은 조절변수가 개입되는 경우 개인규범이 행동으로 전환되는 것이 더욱 용이해진다고 제기한 바, 조절변수의 하나인 환경지향행동결과의 중요성지각의 영향을 검증하고자 한다. 연구결과, 환경문제가 개입된 상황에서 사회규범은 개인규범의 형성에 강한 영향을 미치며 개인규범은 다시 환경지향제품구매와 재활용행동에 영향을 미치는 것으로 나타났다. 그리고 환경지향행동결과의 중요성지각 역시 개인규범이 환경지향제품구매행동으로 전환되는 과정에서 조절적 역할을 함으로서 양변수간 관계를 더욱 강화하는 변수임을 연구결과는 제시하고 있다. 그러나 개인규범-재활용행동사이에서의 조절적 역할은 없는 것으로 나타났다.

• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.68-77
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• 2019

The purpose of this study is to identify the optimal model to explain safety behavioral intention according to the recognition of safety communication in cabin through comparison of Planned behavioral theory and Triandis' theory of interpersonal behavior. In order to accomplish the study purpose, research model and hypothesis were established based on the previous research. As a result of the analysis, it was found that attitude and Perceived Behavioral Control had a positive effect on the safety behavioral intention. Triandis theory shows that social factors and habits have a positive impact on safety behavioral intention. In addition, A comparison of the two models confirms that both psychological processes of recognition and emotion are accompanied by the relationship between safety information awareness and safety behavioral intention.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.109-118
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• 2020

This study examines the relative usefulness of the TPB and Extended TPB with the addition of the "Battery" variable to participants in marine sports experiences. The characteristics of behavioral theories (attitude, subjective norms, perceived behavioral control, and revisit intention) were compared. A total of 420 questionnaires were distributed and surveyed using the convenience sampling method to the general public who participated in the marine sports experience in S city in 2019. Finally, 385 copies of valid samples were extracted, except for the questionnaire. The following analyzes were performed using SPSS 21.0 and AMOS 21.0. Frequency analysis, confirmatory factor analysis, concept reliability, AVE value, Cronbach's α correlation analysis, hierarchical regression analysis, and independent sample t-test were performed. First, in the TPB, three predictors were found to have a positive effect on revisit intention. Attitudes, subjective norms, and prior knowledge, except for behavioral control, were found to have a positive effect. Second, the explanatory power to explain the return intention was 51.8% (3.3% more than plan behavior theory, p = .000). It can be seen that when prior knowledge is added as a new variable, it is an important factor in explaining intention to return. Third, prior knowledge variables were classified into high and low groups to compare the characteristics of the extended planning behavior theory. The results of the analysis showed that the group with higher prior knowledge had a higher mean value for the constituent variables of the extended planning behavior theory.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.220-229
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• 2011

The present research integrates the core aspects of anger with the theory of planned behavior to investigate factors influencing online activism in a Web site. This study conducted online survey, and the sample was members who joined the V4400 Sobi-ja-heem Web site. The Web site Sobi-ja-heem was initiated by a consumer who was irritated at the cell phone manufacturer Samsung Inc. because its model, "Anycall" had major product defects such as the malfunction of the camcorder, poor tone quality, fuzziness of the screen, and broken text messages. The findings suggests that adding anger in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory in predicting an intention to participate in activities to correct the issue, which indicates the possibility of combining emotion and the TPB in the prediction of online activism.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.322-333
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• 2017

The purpose of this study is to investigate the factors affecting pre-service childcare teachers' job preparation behaviors according to the model of planned behavior theory which has proven useful in predicting various behaviors of human beings, and to provide job search guidance for pre-service childcare teachers in the educational dimension and social welfare dimension. The study model included the factors proposed in the planned behavioral theories such as attitude toward job preparation behavior, subjective norm, perceived behavior control, behavioral intention, and job preparation behaviors. As a result of analyzing the collected data, it was found that there was a statistically significant effect on job preparation behavior through mediation of subjective preparation norms, perceived behavior control, and attitude in that order with regard to job preparation behaviors, and the perceived behavioral control was found to have a direct and indirect effect on job preparation behaviors. Based on this, the theoretical basis for suggesting ways to promote pre-service childcare teachers' job preparation behaviors by raising subjective norms, perceived behavior control, and attitude levels is suggested.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2018.05a
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• pp.166-168
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• 2018

해기사의 행동오류는 해양사고를 야기하는 최종 결과물이다. 해기사의 행동오류는 SRK(Skill, Rule, Knowledge) 행동이론을 통해서 규명할 수 있고, 이러한 행동오류는 해양사고 기록을 통해서 식별할 수 있다. 본 발표의 목적은 과거 해양사고 기록을 토대로 해기사들의 다양한 행동오류와 이들 행동오류로 인하여 발생한 해양사고를 연계하여 해기사들의 행도오류를 평가하기 위한 방법과 현재까지의 결과를 소개하는데 있다. 라스무센이 제한한 행동이론에 해양사고 기록을 적용하여 해양사고 발생 당시의 해기사들의 행동오류를 식별할 수 있었다. 식별한 변수를 이용하여 해기사들의 행동오류를 추정한 결과, 사고원인과 결과 및 행동오류 사이에 강한 상관관계를 나타냈다. 추후, HMM(Hidden Markov Model)을 이용한 예측 기법을 적용하여 행동오류에 따른 해양사고 예방 방안을 제안할 예정이다.

• Journal of Internet Computing and Services
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• v.15 no.2
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• pp.59-71
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• 2014

This study applied customer perspective to find out ways how to protect customers' privacy by themselves. It does so by examining the factors which affect customer privacy protection behaviors. Based on the Privacy Act, this study developed the construct of Privacy Rights awareness and finds the law's effect on privacy awareness and behavioral change. The study finds that there exists a significant difference in privacy protection behavior according to privacy rights awareness. Independent variables are as follows: Five variables (Perceived vulnerability, Perceived severity, Perceived response effectiveness, Perceived barriers, Privacy Rights awareness) were tested as critical variables influencing Behavioral Intention in PMT model. Privacy awareness had a moderating effect on the relationship between perceived severity and privacy protection behavior. This study would contribute on theoretical expansion of Protection Motivation Theory and also provide practical implications for effective ways to promote behavioral changes.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.4
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• pp.79-98
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• 2019

In this paper, the security behaviors and attitudes related with the personal information of teenagers were investigated using empirical data based on rational behavior theory and protection motivation theory. An experiment for teenagers was conducted on Excel and the statistical packages (i.e., SPSS 21.0 and SmartPLS2.0.M3) to see how self-efficiency, security attitude, security intention and individual innovation affect their security behaviors. The experimental results showed that the security behaviors and attitudes of teenagers between internet and information devices are closely related, and the social influences can affect personal self-efficacy and security attitudes. Finally, we can know that teenagers should recognize the importance of security and protect their personal information safely through continuous education and training so that they can be linked to security behaviors.

• Journal of Digital Convergence
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• v.18 no.11
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• pp.169-176
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• 2020

With widespread use of information technologies the importance of information security has been heightened. Security policies which deal with fundamental direction of information security are critical elements of information security management. Numerous studies have been conducted on users' intention to comply security policies. They were based on various theoretical foundations and the theory of planned behavior(TPB) was the most frequently used. This research employed one of the quantitatively synthesizing meta-analytic techniques called Two-Stage Structural Equation Modeling to investigate factors influencing information security policy compliance behavior based on TPB. Analysis results indicated that all three factors of TPB were significantly influencing the behavioral intention. Moreover, the overall fit indices of structural model exhibited satisfactory level.