• 한국경영과학회:학술대회논문집
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• 한국경영과학회 1998년도 추계학술대회 논문집
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• pp.32-35
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• 1998

Technology Acceptance Model (TAM) has been widely used for predicting behavioral processes in which information technologies were accepted, but several previous studies point out that TAM may not explain the adoption process of complex information technologies effectively. This study empirically tests the limitation of TAM, and suggests a proposed research model by incorporating the concept of the perceived behavioral control into TAM. Study findings indicate the proposed model can predict the adoption process better than TAM does.

• International Journal of Contents
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• 제10권2호
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• pp.28-36
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• 2014

This study attempted to suggest a strategy for providing rural community tourism information services using smartphones. Study subjects were men and women among 300 who currently use smartphones. Empirical analysis was done on 249 of the 300 subjects. Upon verification of the effect factors of adults' smartphone usage and rural community tourism information services usage, they were both statistically significant based on Ajzen's(1991) Theory of planned behavior. Hence, behavior, subjective norms, perceived behavioral control should be augmented in order to increase smartphone usage behavior to access rural community tourism information services. Especially, behavioral intent and usage behavior was increased proportionately to behavioral control. We suggested that plans to provide applications free of charge and building a social consensus on utilizing rural community tourism information are important in achieving such status.

• 대한간호학회지
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• 제50권2호
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• pp.210-227
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• 2020

Purpose: This study aimed to develop a scale to measure variables related to alcohol drinking prevention behavior in early elementary school, based on the theory of planned behavior. Methods: A scale was developed to measure variables related to alcohol drinking prevention behavior. Initial items for direct evaluation were constructed through a literature review, and those for belief-based indirect measure were generated through interviews with 30 second- and third-grade elementary school students. The collected data from 286 third-grade elementary school students were then subjected to item analysis, exploratory and confirmative factor analysis, criterion-related validity testing, and internal consistency assessment. Results: The final scale consisted of 35 items. Intention, attitudes, subjective norms, and perceived behavioral control explained 82.7% of the variance; behavioral beliefs, normative beliefs, and control beliefs explained 65.6% of the variance; and evaluation of outcome, motivation to comply, and power of control beliefs explained 72.8% of the variance. The confirmatory factor analysis indicated that the theoretical models had a satisfactory goodness of fit. Criterion-related validity was confirmed between the direct evaluation variables and the indirect measure variables (attitudes r=.64, p<.001; subjective norms r=.39, p<.001; perceived behavioral control r=.62, p<.001). Cronbach's α was .89 for the direct evaluation variables and .93 for the indirect measure variables. Conclusion: The scale developed in this study is valid and reliable. It could be used to measure and explain variables related to alcohol drinking prevention behavior in early elementary school.

• Asia Marketing Journal
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• 제17권1호
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• pp.123-148
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• 2015

Built on regulatory focus theory, this article develops a research model proposing the relationship between management controls (outcome, activity and capability), sales employees' prevention and promotion focus and their behavioral responses (feedback seeking from different sources and relationship investment). The model also suggests that salesperson perceived organizational fit (P-O fit) contributes by influencing the situational self-regulatory mechanism based on regulatory fit theory. To analyze the data, a structural equation model procedure using LISREL 8.5 was employed. To access the potential common method bias, the MV" marker method was applied using a scale theoretically unrelated to at least one scale in the analysis as the MV marker. The results showed that the greater the salesperson's perceived activity control system, the greater the extent of employee prevention focus. The findings also showed that output control and capability control system are positively related to the promotion focus of salespeople. Salespeople's prevention focus relates negatively to the relational investment and positively to organization feedback seeking. The results indicate that salespeople who have promotion focus exhibit the predicted positive influence on their relationship investment. A significant contribution of this research framework is suggesting salesperson regulatory focus as a mediator and its' effects on different types of sales-related behaviors. The author suggests that the motivational orientations of salespeople play key roles in shaping feedback seeking behaviors from different sources; broadly, that employees with a promotion focus will be more sensitive to customers' feedback, and employees with a prevention focus will seek more feedback from the organization. Furthermore, salespeople with a promotion focus will invest more resources to build relationships with customers than salespeople with a prevention focus. This research also explains the moderating role of person-organization fit on the effect of salespeople's regulatory focus and behavioral responses based on regulatory fit theory

• 지역사회간호학회지
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• 제12권1호
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• pp.115-124
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• 2001

This study was designed to investigate the effects of a smoking cessation school program on attitudes towards smoking cessation, the subjective norm, perceived behavioral controls, the intent to cease smoking and smoking behavior. Also included was the goals of the program itself. Study subjects were 80 adolescent smokers who at least attended the smoking cessation school program without absence. had smoked one cigarette at the time of the first study before the program and attended the first. second. and third studies (The study was conducted from September 26. to December 21. 1999. a period of 59 days). Data collection was performed using the TPB questionnaire which was developed by Jee Yon-Ock(1994). The survey included questions covering the intended areas of study mentioned above. The first data was collected during the first day of the five day program. The second survey was conducted immediately after the last day of the program and the last survey was four weeks later. Data was analyzed with a SAS/PC program including N. %. a paired t-test. The results were as follows; 1. After the program. the scores representing attitude towards smoking cessation (before program: 14.5. after program: 16.8) and perceived behavioral control (before program: 1.2. after program: 2.1) rose significantly, but the scores for attitudes towards the subjective norm and the intent to cease smoking were not notably different. 2. After the program. the frequency of daily smoking fell significantly (before program: 5.7 cigarettes. after program: 3.2 cigarettes). In conclusion, the five day smoking cessation school program increased attitude. perceived behavioral control and decreased smoking behavior but did not influence subjective norm, smoking cessation intention. Thus, further study is required to better evaluate the effects of the program and to improve any shortcomings.

• Journal of Information Technology Applications and Management
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• 제26권2호
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• pp.27-40
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• 2019

As reliance on information and communication becomes widespread, a variety of information dysfunctions such as hacking, viruses, and the infringement of personal information are also occurring. Korean adolescents are especially exposed to an environment in which they are experiencing information dysfunction. In addition, youth cybercrimes are steadily occurring. To prevent cybercrime and the damage caused by information dysfunction, information security practices are essential. Accordingly, the purpose of this study is to discuss the factors affecting the information security practices of Korean youths, considering information security education, perceived severity, and perceived vulnerability as leading factors of the theory of planned behavior. A questionnaire survey was administered to 118 middle and high school students. Results of the hypothesis test show that information security education affects perceived behavior control, and perceived severity affects attitude. Subjective norms, information security attitudes, and perceived behavioral control were found to influence adolescents' practices of information security. However, perceived vulnerabilities did not affect youths' information security attitudes. This study confirms that information security education can help youths to practice information security. In other words, information security education is important, and it is a necessary element in the information curriculum of contemporary youth. However, perceived vulnerability to youth information security threats did not affect information security attitudes. Consequently, we suggest that it is necessary to strengthen the contents of the information security education for Korean youths.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.1155-1169
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• 2021

This study will explain the determinants factors that can increase donation behavior in public funding. The originality of this study is the use of Agreeableness Personality and Social Exclusive as predictors in Theory of Planned Behavior. Besides that, this study involves Attitude, Perceived Behavioral Control, Religiosity, Intention to Donate, and Donation Behavior. The population of this research is all people registered as active participants of BPJAMSOSTEK in East Java Province, of which 400 people are used as samples. The data analysis method used to test the hypothesis is SEM, which was conducted by utilizing the WarpPLS 6.0 software. The study found that Agreeableness Personality significantly had a positive effect on Attitude and Perceived Behavior Control, while Social Exclusive only significantly had a positive effect on Perceived Behavior Control. Attitude and Perceived Behavior Control influence the Intention to Donate positively, then consequently had a positive effect on Donation Behavior. Religiosity tends to strengthen the influence of the Intention to Donate to Donation Behavior. To improve donation behavior in the general public, BPJAMSOSTEK must organize a form of labor protection efforts to bring prosperity to all workers in Indonesia.

• 한국정보시스템학회지:정보시스템연구
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• 제23권4호
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• pp.197-219
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• 2014

Despite of continuous efforts to crack down on piracy using penalties and regulations, this unauthorized piracy market is still enormous. Since the moral hazard about this phenomenon is pervasive and continually upsets the major intellectual property markets, an alternative plan is required. The purpose of this study is to provide an objective insight for factors that affect people's digital video piracy behavior. The following two research propositions were the focus: what psychological factors affect piracy behavior and how are these factors related to one another? In order to accomplish the research aims, we reviewed literatures on the current state of piracy in South Korea, characteristics of digital contents, studies on criminal psychology and behavioral theories. Previous research in the fields of criminal theory indicated that neutralization, a form of rationalization, would help explain digital piracy intentions. Thus, this study developed a model that explains effects of neutralization techniques and tested the possibility of an integrated model with other behavioral theory such as TPB and TIB. Empirical results of the study(368 sample collected) showed that all the factors in TPB including Attitude to Piracy(+), Subjective Norm(-), Perceived Behavioral Control(+) had a significant impact on Piracy Intention. Moreover, two neutralization techniques, Condemn the Condemners(+) and Appeal to Higher Loyalties(+), had a significant effect on Piracy Intention. In addition, Past Behavior had strong impacts on Attitude(+), Perceived Behavioral Control(+) and Piracy Intention(+). In terms of Expected Profit, it had an impact on Attitude to Piracy positively. These findings suggest implications for protecting the current intellectual property markets, with many stakeholders in movies and media industries. There are some limitations as followed: first, the study did not consider other neutralization techniques, low level of deterrence and the other expected results despite the possibility of their effects. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations.

• 벤처창업연구
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• 제15권4호
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• pp.231-244
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• 2020

4차 산업혁명의 급속한 진전에 따라 기술 인력은 기업의 핵심 경쟁요소가 되고 있으며 기술교육을 통하여 인력을 양성하는 것은 벤처창업기업의 필수 과제가 되고 있다. 이에 따라 기술 교육과정의 개설과 기업의 교육지원제도는 증가하고 있으나 기술인력 부족현상은 오히려 점차 심화되고 있다. 이에 본 연구는 기술교육의 참여의도에는 인간 행동의 결정요인이 중요하다고 판단하여 이를 설명하는 목표지향행동모델(Model of Goal-directed Behavior)을 토대로 연구모형을 설정하였다. 따라서 목표지향행동모델(MGB)을 기반으로 4차 산업혁명 기술교육의 참여의도에 영향을 미치는 요인을 연구하기 위해 4차 산업혁명 기술교육 참여 잠재 이용자를 대상으로 수집한 250개 설문 데이터를 기반으로 구조방정식 모형을 이용하여 분석하였다. 분석한 결과, 독립변수 중 태도, 주관적 규범, 긍정적 기대정서, 부정적 기대정서는 종속변수인 기술교육 참여의도에 직접적으로 영향을 미친 반면 지각된 행동통제는 기술교육 참여의도에 직접적인 영향력이 없는 것으로 나타났다. 기술교육 참여의도에 대한 독립변수의 영향력 크기는 긍정적 기대정서, 태도, 부정적 기대정서, 주관적 규범 순으로 나타났다. 한편, 열망은 독립변수인 태도, 주관적 규범, 지각된 행동통제, 긍정적 기대정서, 부정적 기대정서와 종속변수인 참여의도 간에 매개역할을 하는 것으로 나타났다. 특히 지각된 행동통제는 기술교육 참여의도에 직접적인 영향은 미치지 않지만 열망을 매개로 하여 기술교육 참여의도에 유의한 영향(완전매개)을 미치는 것으로 나타났다. 본 연구의 학술적 시사점은 다음과 같다. 첫째, 목표지향행동모델(MGB)을 기술교육 분야에 적용하였다. 둘째, 독립변수와 행동의도 간의 직접적인 관계도 동시에 검정하였다. 셋째, 기존의 교육관련 연구와 달리 교육에 참여하는데 있어서 영향을 미치는 요인들을 분석하였다. 넷째, 열망이 교육에 미치는 중요성을 제시하였다.

• 한국콘텐츠학회논문지
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• 제17권12호
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• pp.569-581
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• 2017

본 연구의 목적은 일 지역 간호학과 학생들을 대상으로 감염관리 표준주의에 대한 지식, 태도, 주관적 규범, 지각된 행위 통제, 표준주의 행위 의도 및 수행정도를 파악하고, 그들의 표준주의 수행에 영향을 미치는 요인을 파악하고자 함이다. 일 광역시 3개 간호학과 학생 223명을 대상으로 서술적 상관관계연구를 실시하였으며, 자기기입식 설문지를 사용하여 자료수집을 하였다. 표준주의에 대한 지식 점수의 평균 정답률은 87.0%였으며, 표준주의 수행 점수는 5점 만점에 4.30점이었다. 표준주의 지식점수와 표준주의 수행 점수 간에는 통계적으로 유의한 관련성이 없었고, 표준주의 수행과 표준주의에 대한 태도, 주관적 규범, 지각된 행위 통제와 행위의도 간에는 통계적으로 유의한 관련성이 있었다. 간호학생들의 감염관리 표준주의 수행을 설명하는데 통계적으로 유의했던 변수는 행위의도와 지각된 행위통제였으며 이들 변수가 그들의 표준주의 수행의 21.9%를 설명하였다. 간호학생들의 표준주의에 대한 지식과 수행은 수용가능한 수준이었으나, 지각된 행위통제는 상대적으로 낮은 수준이었다. 간호학생들의 표준주의 행위의도와 지각된 행위통제를 증가시킴으로써 수행을 증진시킬 수 있을 것이다. 다양한 교수학습법을 활용한 간호학생들을 위한 표준주의 지침 수행을 촉진시키기 위한 교육 프로그램을 개발, 적용 및 평가가 요구된다.