• The Journal of the Korea Contents Association
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• v.16 no.8
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• pp.39-47
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• 2016

The purpose of this study is to investigate the smartwork use resistance and Non-Class-Related Behavior of attendees in university smartwork class with the perspective of Motivation-Threat-Ability. To do this, this study built a research model and examined how smartwork switching cost, threat and self-efficacy affect Non-Class-Related Behavior through smartwork use resistance. We also examined the relationship between self-efficacy and Non-Class-Related Behavior. The survey method was used for this paper, and data from a total of 80 university students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, switching cost and threat have direct effects on the use resistance of smartwork services. Second, smartwork use resistance has a negative effect on Non-Class-Related Behavior but self-efficacy has a positive effect on it. Further, it will provide meaning suggestion point of the importance of use resistance motivations in establishing the use policy of smartwork services.

• The Korean Journal of Food And Nutrition
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• v.29 no.1
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• pp.104-114
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• 2016

In this study, we investigated protection motivation and behavioral intention to prevent serious illnesses related to excessive sodium intake among the university students in Gyeongnam and Busan. Within the protection motivation theory (PMT) framework, a survey questionnaire was developed to measure participants' perceptions on the severity of and the vulnerability to the threat of serious diseases due to the high sodium intake as well as the effectiveness of preventive measures (response efficacy), and the ability to perform them (self-efficacy) along with their willingness to follow recommendations (behavioral intention). Data was collected in June 2015. Study participants were divided into either low (n=117) or high (n=177) sodium intake behavior groups based on their current behaviors. Exploratory factor analysis was performed to measure construct validity and Cronbach's alpha was calculated to check reliability of measurement items. The high sodium intake behavior group perceived higher vulnerability than the low sodium intake behavior group among four PMT factors. Differences of the other three factors were not significant between the two groups. The results of hierarchical regression analysis indicated that self-efficacy and response efficacy affected behavioral intention of high sodium intake behavior among students. Hence, development of strategies to increase self-efficacy and response efficacy are strongly recommended.

• Korean journal of food and cookery science
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• v.32 no.1
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• pp.136-146
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• 2016

The purpose of this study was to investigate whether there was a gender difference in motivating university students to decrease their sodium intake and to identify effective motivating factors. Within the protection motivation theory (PMT) framework, a survey questionnaire was developed to measure participants' perceptions on the severity of and the vulnerability to risk of serious diseases due to the high sodium intake, as well as the effectiveness (response efficacy) and the ability to perform preventive measures (self-efficacy). Behavioral intentions on five specific practices (checking nutrition label, consuming more fruits and vegetables, consuming less soups, avoiding spicy and pungent food, purchasing less instant or restaurant foods) related to decreasing sodium intake were also included. A total of 294 usable response data were collected from university students (92 male, 202 female) in Busan and Gyeongnam in June 2015 and analyzed using IBM SPSS 22. Severity was the highest (4.04) PMT factor followed by response efficacy (3.72), self-efficacy (3.42), and vulnerability (3.26). Compared to male students, female students thought that the threat was more severe (t=6.035, p<0.001) and reducing sodium intake would be effective to prevent serious illnesses (t=4.724, p<0.001), but their vulnerability and self-efficacy perceptions were not different from male students. Among the five items measuring behavioral intention, female students were more likely to increase fruits and vegetables consumption (t=3.811, p<0.001), while male students were more likely to avoid spicy and pungent foods (t=2.336, p=0.020). Based on findings of this study, the recommended strategy to effectively motivate university students to lower their sodium consumption level is the development of campaign focused on increased vulnerability perception, response efficacy, and ease of practicing preventive measures instead of emphasizing the severity of the consequences.

• The Journal of Society for e-Business Studies
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• v.22 no.1
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• pp.89-106
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• 2017

In advanced mobile devices environment, the market share of mobile application has been increased. Among various mobile services, Location-based Service (LBS) is an important feature to increase user motivation related to purchase intention on mobile. However, individual privacy has also increased as an important problem for invasion of privacy and information leakage while too many LBS based applications (App) rapidly launched in the App market. In this study, we focused on perceived values of LBS App users who use Apps related to recommending best restaurants in China and South Korea. The purpose of this study is to identify important factors for perceived value when users provide personal information for LBS service provider. The result of this study is follows: perceived value can increase while LBS customers can more control self-information and information useability. Also information ability of users affected perceived values for LBS Apps. Also users' app user ability and perceived value were effects on privacy revenue. In addtion, perceived weakness of users and perceived value increased privacy threat.