• Journal of Agricultural Extension & Community Development
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• v.26 no.1
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• pp.31-46
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• 2019

This study aims to examine the structural relationships of the consumers' understanding on the event, product satisfaction, promotional strategies, and behavioral intention in a promotional event for agricultural senary industry. The study conducted a survey among the participants in promotional events. The result showed that the understanding of promotional event had a positive effect on consumer behavioral intention, which means that the greater the understanding of The senary industry and the purpose of the event, the greater the consumer behavioral intention. The consumer satisfaction on products also had a positive effect on consumer behavioral intention, implying that the consumer behavioral intention increased when their satisfaction in terms of the taste and price of the products is higher. Further, the higher the satisfaction of the promotional strategy, the higher the consumer behavioral intention. Lastly, the promotional strategy played a mediating role between the consumer's understanding of the event and the satisfaction of the product, and the consumer behavioral intention. The result suggests that the different promotional strategies including discounts, freebies, or free-samples are able to maximize the effect of promotional events through its mediating effect.

• The Journal of Information Systems
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• v.27 no.2
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• pp.135-155
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• 2018

Purpose Recently, with the enhancement of mobile technologies, people have formed various relationships and spreaded networks on social network service(SNS). In addition, although people make a decision based on the thoughts and emotions about self, there is little empirical research on social relations and self-construal of users in social network game (SNG). Design/methodology/approach This study was designed to examine the structural relationships among SNG users' social capital, self-construal, behavioral adaptation, SNG reuse intention and charged item purchasing intention. Findings The results from this study are as follow. First of all, the bonding social capital did not have a significant impact on behavioral adaptation to SNG, but bridging social capital had a positive impact on behavioral adaptation. Second, independent self-construal did not have a significant impact on behavioral adaptation to SNG, but interdependent self-construal had a positive impact on behavioral adaptation. Lastly, the behavioral adaptation to SNG had a positive impact reuse intention and charged item purchasing intention. Also, SNG reuse intention had a positive impact on charged item purchasing intention.

• Journal of the Korean Society of Food Culture
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• v.22 no.5
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• pp.590-596
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• 2007

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

• Human Ecology Research
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• v.54 no.2
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• pp.165-180
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• 2016

This study analyzes the correlations of participation motivation, education satisfaction, and positive behavioral intention for participants in marriage enrichment programs. The survey response results for 193 participants in marriage enrichment programs were analyzed with the statistics analysis application IBM SPSS 20.0. The findings of this study are as follows. An examination of relative influence of participation motivation and education satisfaction with the positive behavioral intention of participants in marriage enrichment programs indicated that internal motivation had a positive influence on education satisfaction, external motivation had a negative influence on satisfaction for facility environment and satisfaction with employee service, and motivation had positive influence only on facility environment. An examination of the influence of participation motivation and education satisfaction with the positive behavioral intention of the participants in marriage enrichment programs indicated that internal motivation and external motivation had a high positive influence on positive behavioral intention. However, motivation did not have a significant influence on behavior after participation. In education satisfaction, satisfaction with content, satisfaction with instructor, and satisfaction with employee service had a positive influence on positive behavioral intention, however, satisfaction with facility environment had negative influence on positive behavioral intention.

• Journal of the Korean Society of Food Culture
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• v.22 no.2
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• pp.218-224
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• 2007

The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.

• Journal of Distribution Science
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• v.21 no.9
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• pp.13-22
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• 2023

Purpose: This study investigates the direct effect of service innovation and corporate image on distribution of behavioral intention and the mediating effect of customer satisfaction on these relationships. Research design, and methodology: The study was conducted through using a questionnaire as a research tool. The data were collected from 444 banking customers who used mobile banking services in Thailand. The data were analyzed through using the structural equation model (SEM). Results: The results demonstrated that service innovation and corporate image had a statistically significant effect on distribution of behavioral intention. Customer satisfaction did not mediate the relationship between service innovation and distribution of behavioral intention. On the other hand, it was found to mediate the link between corporate image and distribution of behavioral intention partially. Conclusions: These results emphasize the significance of strategic marketing practices in shaping customers' perceptions of organizational image, which can subsequently influence their satisfaction with the services. Furthermore, this study highlights the role of service innovation in creating perceived values for customers, leading to a positive attitude toward the services and a higher intention to use them.

• Health Policy and Management
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• v.8 no.2
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• pp.191-215
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• 1998

This descriptive correlational study was done to identify ICU nurses' intention to use restraints and related factors using Ajzen and Madden(1986)'s Theory of Planned Behavior. Self-reported questionnaires were used to measure intention and related factors. The subjects of this study were 287 ICU nurses in 21 general hospitals with at least 200 beds at Taegu, Pusan and Kyungbuk area in Korea. The results of this study were : 1. There were significant differences in intention according to age and marnital status, attitude according to educastion(with indirect measure), subjective norm according to career in ICU(with both measures), perceived behavioral control according to age and career in ICU(with direct measure), and knowledge according to education and position. 2. There were significant correlations among intention and all factors. Intention was correlated with attitude(r=.2119), subjective norm(r=.1112), and perceived behavioral control(r=.3448) with direct measure. Attitude was correlated with subjective norm(r=.2530), perceived behavioral control(r=.3005), and knowledge(r=.1388) with direct measure. Subjective norm was correlated with perceived behavioral control(r=.1321) with direct measure. Intention was correlated with attitude(r=.1496) and perceived behavioral control(r=.2922) with indirect measure. Attitude was correlated with subjectivenorm(r=.2829) and knowledge(r=-.1390) with indirect measure. Also, subjective norm was correlated with perceived behavioral control(r=.2363) with indirect measure. 3. ICU nurses' intention to use restraints was explained 16.7% by perceived behavioral control, attitude with direct measure, control belief, and age. By this study, it was foundr that ICU nurses reported high level of intention to use restraints. The most important predictor of intention to use restraints was perceived behavioral control toward using restrains, which reflected the easiness and difficulty in the use of restraints.

• Journal of Distribution Science
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• v.20 no.8
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• pp.47-57
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• 2022

Purpose: The purpose of this study is to find out whether it has a significant effect or not, the 5 hypotheses proposed include the Attitude toward behavior variable on behavioral intention, Subjective norm on behavioral intention, Perceived behavioral control on behavioral intention, Behavioral intention on behavior and Perceived behavioral control on Behavior. Research design, data and methodology: The data processing method in this study uses the SEM method based on Partial Least Squares (PLS), The study was conducted on 100 respondents as a sample. Results: Based on the results of data analysis, it is concluded that from the 5 hypotheses proposed, only 2 have a significant effect, namely the subjective norm variable has a significant effect, on behavioral intention and the perceived behavioral control variable has a significant effect on behavior while the other 3 hypotheses have no significant effect. The results of this study are expected to help the public to make decisions in utilizing the distribution of facebook marketplace. Conclusion: This study concludes that the distribution of the use of the Facebook marketplace is a subjective norm variable has a positive effect on the behavioral intention variable and the perceived behavioral control variable has a positive effect on the behavior variable.

• Journal of Sport and Applied Science
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• v.7 no.2
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• pp.29-38
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• 2023

Purpose: The purpose of this study is to examine the structural relationship among relationship marketing, relationship quality, and behavioral intention toward children sports centers. Research design, data, and methodology: To achieve this purpose, this study employed a convenience sampling method via a questionnaire dissemination. A total of 427 responses were collected from the parents of six children sports centers. Among those, 21 responses were excluded as they were not completed, leaving 406 valid data. For hypotheses test, the collected data was computed in SPSS 27.0 and AMOS 27.0, and analyzed with frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling analysis. Results: First, relationship marketing had a positive influence on relationship quality. Second, relationship marketing had a positive influence on behavioral intention. Third, relationship quality had a positive influence on behavioral intention. Conclusions: Results showed that relationship marketing had a positive influence on relationship quality and behavioral intention. Moreover, relationship quality had a positive influence on behavioral intention. These findings indicate a positive function of relationship marketing in building psychological and behavioral outcomes in the context of children sport industry. Given this, implications of relationships among research variables were discussed.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.6
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• pp.935-942
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• 2007

The purpose of this study was to measure the causal relationships among attitude toward eating seafood, perceived behavioral control (PBC), health involvement, behavioral intention and consumption. A total of 235 questionnaires were completed. A structural equation model was used to measure the causal effects of the constructs. The results of the study demonstrated that the structural analysis results for the data also indicated an excellent model fit. Health involvement had considerable effects on attitude and intention, which were statistically significant. The effects of attitude and PBC on intention were also statistically significant. Futhermore, the effects of attitude, PBC, and intention on consumption were statistically significant. As expected, intention had a significant effect on consumption. Moreover, health involvement had significant indirect effects on intention through attitude and PBC. Attitude had a significant indirect effect on consumption through intention. PBC also had a significant indirect effect on consumption through intention. By developing and testing conceptual models that integrated the relationship among variables such as health involvement and attitude, along with seafood consumption behavior, this study approaches a deeper understanding of how perceptions, on the importance of a healthy diet and other factors, influence consumption behavior.