• Journal of Korean Society of Rural Planning
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• 제27권2호
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• pp.77-89
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• 2021

To predict the level of residents' participation in rural tourism project, we used agent-based model. The decision-making mechanism which calculates the utility related to attitude, subjective norm, perceived behavioral control of planned behavior theory was applied to the residents' decision to participate. As a result of the simulation over a period of 20 years, in the baseline scenario set similar to the general process of promoting rural projects, the proportion of indigenous people decreased and the participation rate decreased. In the scenarios with different learning frequencies in perceived behavioral control, overall participation rate decreased. Learning every five years had the effect of increasing the participation rate slightly. Participation rates increased significantly in the scenario that consider economic aspects and reputation in attitude and did not decline in the scenario where population composition was maintained. The virtuous cycle effect of subjective norm according to changes in participation rate due to influence of attitude and perceived behavioral control shows the dynamic relationship.

• Women's Health Nursing
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• 제15권4호
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• pp.312-319
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• 2009

Purpose: The purpose of this study was to determine the discriminant factors of attitude pattern toward sexual violence of college women. Methods: A cross-sectional research design with non-probability samples was conducted. A total of 292 college women participated. The instruments were Attitude Pattern toward Sexual Violence, Self-Esteem Scale, Gender Role Scale, and Attitude toward Sexuality. Dependent variable is Attitude Pattern toward Sexual Violence, which is composed of two groups; cases either harmer blame or sufferer blame. Independent variables were self-esteem, attitude toward gender role, and attitude toward sexuality. Data were analyzed by SPSS WIN program and descriptive analysis, $x^2$-test, and discriminant analysis. Results: To assess the adequacy of classification, the overall hit ratio was 68.5%, and the significant predictor variable was attitude toward sexuality. Conclusion: Replication of the study needs to be considered to further enrich the specific knowledge base regarding attitude toward sexual violence among college women.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1295-1302
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• 2021

The study aims to investigate the antecedents affecting purchase intention in the category of green skincare products. Many studies have used the theory of planned behavior to investigate factors affecting intention to purchase products in general. This paper not only retests the influences of attitude, subjective norm, perceived behavioral control on the intention to buy eco-friendly skincare products but also suggests a new antecedent - environment knowledge of purchase intention. More importantly, this study is the first to propose the moderating effect of country of origin and product knowledge on the relationship between attitude and purchase intention. This study employs a sample of 350 female customers from 18 to 39 years old in Ho Chi Minh City. The research applies the Multiple Linear Regression to analyze the proposed hypotheses in the conceptual framework and results in significant outcomes. The result shows that attitude is the most influential factor then, subjective norm, perceived behavioral control and environmental knowledge. Most importantly, the findings of this study suggest that product knowledge is found to moderate the effect of attitude on purchase intention. The finding of moderating effect is a new contribution to the literature and future research can be carried out to validate this result.

• Smart Media Journal
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• 제5권2호
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• pp.84-89
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• 2016

For a place-recommendation model based on user's behavior and multi-attribute attitude in this thesis. We focus groups that show similar patterns of visiting restaurants and then compare one and the other. We make use of The Fishbein Equation, Pearson's Correlation Coefficient to calculate multi-attribute attitude scores. Furthermore, We also make use of Preference Prediction Algorithm and Distance based method named "Euclidean Distance" to provide accurate results. We can demonstrate how excellent this system is through several experiments carried out with actual data.

• The Journal of Industrial Distribution & Business
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• 제10권11호
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• pp.57-69
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• 2019

Purpose: The purpose of this study is to investigate systematic and comprehensive explanation about safety behavior by applying integrated model of Theory of Planned Behavior (TPB) and Social Cognitive Theory (SCT). By showing the interrelationship of effects of factors affecting safety behavior in a single model, comprehensive understanding regarding safety behavior will be possible. Research design, data, and methodology: This study try to integrate the two theory, TPB and SCT, to introduce background factors, such as safety culture, affecting cognitive factors of subjective norm, safety attitude, perceived behavioral control, safety consciousness, which are again affecting behavior intention of the TPB. We composed 73 questionnaire to analyse the relationship among factors affecting safety behavior. The questionnaire were distributed to stewards and stewardesses of KAL, ASIANA, and LCCs. 422 were collected and used for analysis. Factor analysis, regression analysis, and control effect analysis were conducted using SPSS windows version 2.0. Results: The safety culture, safety atmosphere, and safety education/training were turned out to affect subjective norm, safety attitude, perceived behavioral control, safety consciousness. And the cognitive factors also showed to affect safety intention significantly. The results that safety intention affects safety behavior was found. Also there are control effect of cost consciousness and punishment while safety intention affects safety behavior. Conclusions: Safety is the virtue that should be given first priority to in our daily life. To secure safety, everyone in an organization should have high level of safety intention and conduct safety behavior. The study results provide systematic and comprehensive understandings on the relationship among factors affecting cabin crews' safety behavior. The results will help design safety related regulations, education/training, and support employees to engage in safety behavior related activities.

• Korean Journal of Culture and Social Issue
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• 제9권spc호
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• pp.57-73
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• 2003

This paper attempts to identify that the speeding behavior is the important factor in traffic accident by analysing the background and process of speeding behavior. The structure of hurried behavior is reviewed to explain the relationship between the speeding behavior and hurried behavior. And the process of speeding behavior which becomes his own attitude and behavior in driving by social customs approval is analysed by risk homeostasis theory. The results of attitude survey show that drivers speeding behavior is not changing even though they know that speeding behavior is main factor in traffic accident. The influence structure among hurried behavior, background and process of speeding behavior should be analysed to understand the actual speeding behavior in driving.

• Journal of Korean Home Economics Education Association
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• 제21권2호
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• pp.23-43
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• 2009

This study examined the relativity between school uniform behavior(especially attitude toward school uniform, school uniform satisfaction, school uniform alteration) and attitude toward appearance in the adolescence. From November to December in 2007, 898 middle school and high school students from four schools in Jeollabuk-do Province were analyzed and the influence of relevant variables was understood to gather basic information about the fashion life in the adolescence. This study used SPSS 11.5 for Windows Program to conduct frequency analysis, factor analysis, reliability analysis, ${\chi}^2$-test, t-test, One-way ANOVA, Duncan's multiple comparison test, and Pearson's correlation. The following summarizes the findings of this study: The results of analysing the factors to the response attitude toward uniforms and attitude toward appearance and clothing attitude emerged four dimensions(fashion, symbolism, cleanliness, alternation), three dimensions(needs value conformity toward appearance). In attitude toward uniform, female students were more actively altering their uniforms than male students and middle school students were more sensitive to trends than high school students. However, high school students were more aware of the cleanliness and alteration of uniforms. Overall, most students were not very satisfied with their uniforms (design, color, texture). When students' attitude toward appearance and demographical characteristics were examined, it was found that female students were more aware of desire, value, and conformity in appearances than male students. By age, it was found that high school students were more aware than middle school students. Also, students receiving KRW 30,000 or more for monthly allowance were more aware than others who receive a lower amount between KRW 10,000 and KRW 20,000. Therefore, most students(62.1%) have experiences in altering uniforms. Especially, more female students and more high school students had such experiences. Uniform alteration is more related to attitude to appearance. In other words, students who choose to alter their uniforms are highly aware of desire, value, and conformity toward appearance. Students who are satisfied with all factors regarding attitude toward uniform, except for alteration, did not alter their uniforms that much. In addition, when the relativity between students' attitude toward appearance with uniform was considered, students that are not very satisfied with their uniforms were more aware of desire, value, and conformity toward appearance. In conclusion, it was found that students' attitude toward appearance and school uniform behavior are closely related and their interests in appearance lead to alteration of uniforms, the clothing in which they spend most time of the day. From now on, students' opinions shall be considered when selecting or designing school uniforms.

• Korean Journal of Human Ecology
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• 제14권6호
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• pp.985-994
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• 2005

The objective of this study was to investigate differences in clothing behavior and individual characteristics of female college students by their body cathexis and clothing attitude. The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude: positive congruity(positive body cathexis and clothing attitude, G1), positive incongruity(negative body cathexis and positive clothing attitude, G2), negative congruity(negative body cathexis and clothing attitude, G3), negative incongruity(positive body cathexis and negative clothing attitude, G4). The results were as follows: G1 was high in both public and personal self-esteem and self-image, extroverted, refined and impulsive. G2 were fashion opinion leaders, highly uneasy about society, highly impulsive, modem, peculiar, creative and introspective. G3 was highly uneasy about society, low in self-esteem, and less impulsive. G4 was low in both public self-esteem and fashion innovation, and avoided impulsive buying.

• The Journal of Korean Physical Therapy
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• 제22권2호
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• pp.55-60
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• 2010

Purpose: The purpose of this study was to use the theory of planned behavior, past habit and moral obligation to better understand the behavior of physical therapists (PTs) and occupational therapists (OTs) in protecting the medical information of patients. Methods: We conducted a survey using self-writting questionnaires structured within the framework of the theory of planned behavior to understand to analyze information from 103 clinical PTs and OTs in their efforts to protect patient medical information. Results: The PTs and OTs' medical information protecting behavior was 2.85 mean points. That point failed to reach 1.0 points. Behavior intention was 3.83 mean points. That was judged to be improved. Behavioral intention was closely correlated with behavior, behavioral attitude, subjective norms, behavior control, and past habit. Variables related to the theory of planned behavior, attitude, subjective norms, and perceived behavior control all explained 50% of the behavioral intention of PTs and OTs regarding future divulgence of patient information. The past habits of PTs and OTs were also a significant predictor in explaining the behavioral intention to protect a patient's medical information (p<0.01). Conclusion: Revising the behavioral attitudes, subjective norms, perceived behavior control, and past habits of PTs and OTs helped improve their behavior regarding protection of the medical information of patents.

• Journal of the Korean Society of Costume
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• 제52권4호
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.