• Fashion & Textile Research Journal
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• v.25 no.3
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• pp.291-303
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• 2023

The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generation consumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether satisfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The research results can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ consumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention to use online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese Generation MZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was confirmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effect of satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. This research, which proposes a research model explaining the usage intention and behavior of online fashion platforms based on UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usage intention and the final usage behavior from the general consumer's perspective, has academic significance.

• Journal of Korean Academy of Fundamentals of Nursing
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• v.21 no.4
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• pp.457-465
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• 2014

Purpose: The purpose of this study was to apply Ajzen's theory of planned behavior to identify factors that affect undergraduate women's decisions to receive human papillomavirus(HPV) vaccination. Method: The research design for this study was a descriptive survey design using convenience sampling. Data collection was done using self-report questionnaires with 254 undergraduate students in G city. Data were analyzed using percentage, mean, standard deviation, t-test, ANOVA, Mann-Whitney U test, Pearson correlation analysis and multiple regression with the SPSS Win 20.0 Program. Results: The mean score of intention to receive HPV vaccine was $3.88{\pm}1.05$ out of a possible 7. Intention to receive HPV vaccine showed a significantly positive correlation with attitudes (r=.26, p<.001), subjective norm (r=.51, p<.001), perceived behavior control (r=.41, p<.001) to receive HPV vaccination. In the multiple regression analysis, subjective norm and perceived behavior control to receive HPV vaccine were significant predictors and explained 33.7% of intention to receive HPV vaccine. Conclusion: Results of this study show that there are significant factors affecting the intention of undergraduate women to receive HPV vaccination. Also, strategies emphasizing subjective norm and perceived behavior control in obtaining HPV vaccination should be taken into account in developing educational programs.

• Journal of East-West Nursing Research
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• v.25 no.2
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• pp.138-146
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• 2019

Purpose: The purpose of this study was to identify the factors influencing dementia preventive behavior intention of the elderly people based on the Health Belief Model. Methods: The participants included 113 elderly people who met the eligibility criteria. Demographic variables, variables of the Health Belief Model (perceived susceptibility, perceived severity, perceived benefit, perceived barrier, cues to action, general health motivation, and self efficacy), dementia fear and behavioral intention of dementia prevention were examined using structured self-report questionnaires. Statistical analysis was performed by stepwise multiple regression using SPSS for Windows version 21. Results: Self efficacy, alcohol drinking, perceived barrier and education level were significant factors, which explained 32% of the variance in dementia preventive behavior intention. Multiple regression analysis demonstrated that a powerful predictor of dementia preventive behavior intention of the elderly was self efficacy. Conclusion: Developing nursing intervention to enhance self efficacy toward improvement of dementia preventive behavior among elderly people would be recommended.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.17-32
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• 2019

This study examines the effects of SNS fashion influencer's authenticity on the followers' relationship maintenance intention and product purchase intention through the mediating role of fanship. In addition, influencer's attractiveness is proposed as a moderator affecting the authenticity on fanship; in addition, authenticity is operationalized as honesty and expertise. A written survey is developed for 181 female Instagram users. The analyses of the data yields the following findings. First, honesty has a positive effect on fanship, relationship maintenance intention and purchase intention, while expertise affects fanship and relationship maintenance intention, but does not have a significant effect on purchase intention. Second, honesty and expertise have a positive effect on follower behavior intention through the partial mediation of fanship. Third, social attractiveness and physical attractiveness have a significant effect on fanship. However, all interaction effects between authenticity and attractiveness are not significant. Unlike authenticity, attractiveness has no direct effect on follower behavior intention. This study verifies the critical role of authenticity for an influencer in the context of SNS marketing and commerce, as this factor leads to followers behavioral intention as well as fanship in both direct and mediated paths.

• Korean Journal of Organic Agriculture
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• v.24 no.1
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• pp.29-44
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• 2016

The major purpose of this study was analyzing of farmer's intention in related to organic agriculture by using of the Theory of Planned Behavior (TPB). Farmers of Chungchung Province (n=164) were administered a questionnaire survey that measured TPB constructs. The data and hypotheses were analyzed using multiple regression and confirmatory factor analysis by SPSS 21.0 and AMOS 21.0. Results showed that attitude, subjective norms, and perceived behavior of control were all positively related to farmer's intention of organic agriculture and explained power of the model was relatively high which was 51 percent. Also the results of the analysis showed that the subjective norm was a key dimension of farmer's intention in terms of standardized coefficient. The study demonstrated that the reduced theory of planned behavior was fit for factors of farmer's intention. The meaning of the study and implications for future studies were discussed.

• Women's Health Nursing
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• v.29 no.4
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• pp.317-327
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• 2023

Purpose: This study investigated the influence of cervical cancer knowledge, human papillomavirus (HPV) knowledge, self-efficacy, and uncertainty on the intention to engage in cervical cancer preventive behavior in HPV-infected women. Methods: This descriptive correlational study was conducted among 129 adult women aged 20 to 65 years who received positive HPV results at a general hospital in Changwon, Korea. The dataset was analyzed using descriptive statistics, the independent t-test, analysis of variance, the Pearson correlation coefficient, and multiple regression. Results: The mean score for the intention to engage in cervical cancer preventive behavior was high (4.43±0.65). This intention was significantly different according to age at first sexual intercourse (F=7.38, p=.001), HPV type (F=4.79, p=.010), vaccination (t=3.19, p=.002), and condom use (t=3.03, p=.003). The intention to engage in cervical cancer preventive behavior showed significant, weak-to-moderate positive correlations with HPV knowledge (r=.22, p=.012) and self-efficacy (r=.42, p<.001). Self-efficacy (β=.46, p<.001), first sexual intercourse at <20 years (β=.45, p<.001), first sexual intercourse at 20-24 years (β=.29, p=. 018), HPV high- and low-risk group infection (β=.26, p=.019), HPV high-risk group infection (β=.26, p=.026), and vaccination (β=.21, p=.007) significantly influenced the intention to engage in cervical cancer preventive behavior. These variables explained 34.6% of variance in intention. Conclusion: Study findings support the need to develop a program that effectively conveys accurate information about cervical cancer prevention to HPV-infected women and helps them enhance self-efficacy to boost the intention to engage in cervical cancer preventive behavior.

• Journal of Distribution Science
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• v.14 no.9
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• pp.133-147
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• 2016

Purpose - The Purpose of this study is to observe the value of LOHAS as an exhibition that is perceived to be a specialized local exhibition with good fame and differentiated advantage as well as the spectators' will to visit the exhibition coming from the future behavior intention of visitors. Research design, data, and methodology - In order to achieve the purpose of this study, This study organized questionnaire after setting a hypothesis based on the theoretical background from the parameters. verification of the hypothesis by statistically analyzing the answers for questionnaire follows. Finally, the implication of this study is drawn through comprehensive discussion while This study indicated from the limits of the study and future direction for research. This study set up a model to research the influence on the structuring factors in LOHAS exhibition in forming perceived value, customer satisfaction and future behavior intention. Frequency analysis was used for getting demographic characteristics, verification of plausibility, reliability of measured parameters and factors analysis. This study have performed verification of difference at selection property level based on multiple regression analysis and demographic nature. Results - To summarize the study result, through the verification of hypothesis about meaningful influence among structuring factors in LOHAS exhibition, perceived value and customer satisfaction shows some noticeable points to focus on. That is, it is established things that partial adoption and meaning relationship of partial influence. The perceived value affected both customer satisfaction and future behavior intention meaningfully. Conclusions - This study could note that in the structuring factors of LOHAS exhibition, perceived value for visitors and customer satisfaction play their roles positively on the future behavior intention. In conclusion, this study implies that strategic measures are necessary to fulfill the structuring factors of LOHAS exhibition as they would make positive impact on acknowledged value, customer satisfaction and future behavior intention to contribute to the growth and development of LOHAS exhibition. Also it suggests that the method to join each other with activities is necessary to strengthen the properties of the exhibition and position well to be a solid local exhibition.

• Korean Journal of Adult Nursing
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• v.13 no.4
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• pp.610-619
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• 2001

Purpose: The purpose of this study was to verify the effectiveness of the model based on the TPB, behavior-related theories, and exercise-related empirical studies in predicting exercise intention and behavior. Methods: The subjects who participated in this study were 152 middle-aged women. The data were analyzed by use of SAS PC program and LISREL 8.12a program. Results: 1) The overall fit of the hypothetical model to the data was acceptable ($\chi^2$ 24.01(p=0.0043), $\chi^2/df$ 2.67, RMSEA 0.11, standardized RMR 0.04, GFI 0.97, AGFI 0.84, NFI 0.95, NNFI 0.85). 2) Affect, subjective norm, perceived behavioral control and habit were significant determinants of the exercise intention. Attitude and facilitating conditions were not significant determinants. These six variables explained 43% of the total variance of the exercise intention. 3) Perceived behavioral control and habit were significant determinants of the exercise behavior. Intention and facilitating conditions were not significant determinants. These four variables explained 95% of the total variance of the exercise behavior. Conclusion: This study shows the model's applicabiltiy in explaining exercise behavior of middle-aged women, and suggests that we should focus on perceived behavioral control and habit rather than intention to improve exercise behavior of middle-aged women.

• Journal of Distribution Science
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• v.11 no.12
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• pp.71-81
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• 2013

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

• The Research Journal of the Costume Culture
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• v.21 no.4
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.