• The Journal of Information Systems
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• v.31 no.2
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• pp.289-320
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• 2022

Purpose The purpose of this study is to empirically investigate impacts of e-Commerce traits on intention to use platform extended services based on Value-Attitude-Behavior(VAB) framework as well as the moderating effect of network impact as the current e-Commerce platforms provide more extended services to their customers. Design/methodology/approach The research model was developed based on the literature review and VAB framework in order to empirically investigate impacts of e-Commerce platform characteristics. The survey was conducted in order to test proposed hypotheses. 298 collected responses were analyzed for the structural equational modeling(SEM) with SmartPLS 3.0. Findings Findings show that all proposed hypotheses were supported with exception of responsiveness. Among five constructs represented as e-Commerce platform characteristics, product variety had a highest impact on platform value. In addition, this study confirmed that the variable - network effect - strength the relationship between platform attitude and intention to use extended service.

• The Journal of Korean Society for School & Community Health Education
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• v.13 no.3
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• pp.33-42
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• 2012

Purpose: This research targeted the high school students to analysis the behavior leading to oral health following the level of knowledge of and attitude towards oral health. Going steps further, this research examines the effect of the education on the oral cavity's health on the behavior leading to oral health to provide the need to conduct education on the oral cavity's health. Methods: High school students in the 1st to the 3rd grades in two high schools in Gyeongsangnamdo were targeted to conduct survey on 444 students. Collected data was subjected to the SPSS statistical program to obtain the frequency, percentage and average. Moreover, standard deviation, t-verification, one-way ANOVA, correlation analysis and logistics regression analysis were conducted. Results: First, average of the high school students' knowledge of and attitude towards oral cavity's health was higher when the education on the oral cavity's health was received compared to when education on the oral cavity's health was not received. Second, knowledge of and attitude towards oral cavity's health were high when there was the willingness to participate in the education on the oral health. In case education on the oral cavity's health was received, average of the knowledge of oral cavity's health was high, which manifested statistically significant difference. Average of the knowledge of oral cavity's health was high as well in case there is a perception that the need for the education on oral cavity exists. Third, the probability of having had their teeth scaled was higher when the total score for the knowledge of oral cavity's health was higher. The probability of having had their teeth scaled was higher when the score on the attitude for preventing periodontal disease was higher. Conculsion: These results demonstrate that the existence of high school students' education on the oral cavity's health, and knowledge of and attitude towards oral cavity's health exert significant influence on the behavior leading to oral cavity's health.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.4
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• pp.87-96
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• 2014

This study examines the relationships between the Theory of Planned Behavior(TPB) and entrepreneurial intention. Based on the TPB, we compare the on the effects of TPB on the Entrepreneurial intention with nationality and majors among university students in Korea and China. For empirical analysis, we collected total 359 survey data from university students majoring in Computer Science and Business area both in Korea and China. Empirical results show that personal attitude and perceived behavior control, except subjective norms, have positive relationships with Entrepreneurial Intention. These relationships have differ according to nationality and majors. China students have shown positive effect of personal attitude, without significants relationship with perceived behavior control. For students majoring in Computer Science have shown positive relationships with personal attitude and subjective norms, differing from those majoring in Business with personal attitude and perceived behavior control variables. This study suggests implications for entrepreneurial intention researches.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.460-470
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• 2010

This study was designed to analyze the impacts of the Festival's service quality to identify influence of Festival visitor's attitude and behavior. The result of the verification are follows : Fist festival's perceived service quality affecting potential visitors' attitude. Second potential visitors' attitude affect their behavior. This finding is contribute to the understanding of festival attendee behavior, to give useful suggestion to festival's effective development and management. Quality of festival the research which precedes in the object measuring element in the center escape. Integral part the service quality of festival escape, service quality integral part of at that resultant festival 5 dimensions became escape. This findings contribute to the understanding of festival attendee behavior, providing researchers and practitioners with insights into how effectively to design a festival.

• Journal of the Korean Applied Science and Technology
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• v.40 no.4
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• pp.743-750
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• 2023

The purpose of this study is to verify the influence of the consumption value on attitude and purchase behavior in order to provide basic data for golf wear brand strategies. Therefore, among the Korean people, those who had purchased golf wear were selected as samples, and 496 copies of data were introduced into the final analysis. For data processing, frequency analysis, exploratory factor analysis, and internal consistency were conducted. In addition, correlation analysis and simple and multiple regression analysis were conducted to verify research problems, and all data processing used the SPSS (ver. 21.0) program. As a result of verifying research problems, first, it was found that the consumption value of golf wear brands had a significant effect on attitudes in the order of pleasure, aesthetics, and symbolism. Second, it was found that the attitude of golf wear brands had a significant effect on purchase behavior. Third, it was found that the consumption value of golf wear brands had a significant effect on purchase behavior in the order of pleasure, aesthetics, and symbolism.

• Korean Journal of Occupational Health Nursing
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• v.11 no.1
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• pp.31-43
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• 2002

This study was conducted on the basis of the Theory of Planned Behavior to analyze factors affecting intentions for health behaviors defined as non smoking, moderate drinking and exercise in male office workers. The participants of this study consisted of 230 male office workers of 10 workplaces located in Seoul. The results of this study can be summarized as follows: 1. Non smoking For smokers. perceived behavioral control, subjective norm and attitude were factors affecting on intention for non smoking, and these factors explained 29% of the total variance of non smoking intention. 2. Moderate drinking For drinkers, subjective norm, perceived behavioral control and attitude were factors affecting on intention for moderate drinking. and these factors explained 5% of the total variance of moderate drinking intention. 3. Exercise For those who exercise irregularly or don't exercise, perceived behavioral control, subjective norm and attitude were factors affecting on intention for exercise, and these factors explained 26% of the total variance of exercise intention. 4. Health Behaviors For all participants, perceived behavioral control, subjective norm and attitude were factors affecting on intention for health behaviors, and these factors explained 34% of the total variance of intention for overall health behaviors. And health behavior intention affected practice of health behaviors, but perceived behavioral control didn't.

• Journal of the Korea Society of Computer and Information
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• v.20 no.12
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• pp.163-168
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• 2015

Empirical studies of superior's ethical leadership on organizational effectiveness of organization member have been done in various fields. However, it is difficult to find the previous research on civil servant in public sector. Therefore, the purpose of this study is to analyse causal relationship of ethical leadership and organizational effectiveness and to suggest theoretical and political implication for enhancing the level of civil servant's organizational citizenship behavior. As the result of analysing the causal relationship of superior's ethical leadership and organizational citizenship behavior, the factor of organizational effectiveness as the public attitude, this study shows that normative behavior, communication, reinforcement, and right decision-making have significant effect on organizational citizenship behavior. Based on these results, this study suggested theoretical and political implication and the limitations of study.

• Journal of Nutrition and Health
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• v.28 no.2
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• pp.152-161
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• 1995

The purpose of this study was to provide a baseline assessment and relationship of nutrition attitude and food habit among mothers of middle school students. Eighteen questions were developed to test nutrition attitude and food habit test was used to reflect dietary behavior. The questionnare was mailed to a representative sample of nationwide middle schools, and was asked to be answered by mothers of one class' students. Usable questionnares were recieved from 4,694 participants of 99 schools. The mean score of nutrition attitude was 65.9 out of minimum possible score 18 and maximum 90. Nutrition attitude was weaker in the areas of control and self-efficacy than in intention and outcome-expectation. The mean score of food habit was 38.6 out of minimum possible score 12 and maximum 60. Food habit was weaker in the areas of protein, vitamins & minerals and dietary fiber than in the other areas. Nutrition attitude and food habit scores were lower among rural, manually working, lower educated and low-income mothers. There was a significant correlation between nutrition attitude and food habit(r=0.37, p<0.001).

• 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.