• 경영과학
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• 제26권2호
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• pp.71-89
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• 2009

The purpose of this research is to identify the factors affecting user acceptance of e-learning site. To more precisely explain an individual's behavior of accepting e-learning site, Perceived Interactivity is divided into four components; User Control, Responsiveness, Personalization and Connectedness. This research investigates the causal relationship among four components and basic factors of TAM. This research uses structural equation modeling (SEM) to confirm the validity and analyzes the causal relationship of the suggested model. The results indicates strong support for the validity of proposed model with 54.8% of the variance in behavioral intention to e-learning site. The result finds that all the basic casuality of TAM are significant and most components of Perceived Interactivity are significant. However the path Connectedness to Perceived Ease of Use and User Control to Perceived Playfulness is not significant. Among components of Perceived Interactivity, Personalization is the strongest antecedent of TAM. Perceived Usefulness is the strongest antecedent of behavioral intention of e-learning site.

• 한국의류학회지
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• 제34권8호
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• pp.1341-1351
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• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• 한국프랜차이즈경영연구
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• 제11권4호
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• pp.17-29
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• 2020

Purpose: As the untact culture has spread due to the recent COVID-19, the service industry as well as the beauty salon is shrinking. In order to overcome such a crisis in beauty salons, the lower dimension of beauty salon service quality is divided into servicescape, technical service, and employee service, and actions are taken with the 'perceived value of the customer' as a parameter. In this study, S-O-R(Stimulus-Organism-Response) theory was applied for customer-centered analysis, and gender and regularity were selected as moderator variables to add practical implications. Research design, data, and methodology: All constructs were measured using items developed and used in the previous study. A total of 261 questionnaires were collected online using NaverForm. The data were analyzed using factor analysis, correlation analysis, and measurement model analysis with SPSS 22.0 and AMOS 22.0. After testing the research model and hypothesis for the entire group, a multi-group analysis was conducted by dividing into male and female groups, regular customers, and non-regular customers. Results: First, this study showed that the service environment of beauty salon customers had a negative (-) effect on perceived utilitarian value, and the technical service and perceived hedonic value had a positive (+) effect on the customer's behavioral intention. Technical service and employee service had a positive (+) effect on perceived hedonic value, but perceived hedonic value did not affect customer's behavioral intention. Second, there is no statistically significant difference in each path between male and female groups. Third, there was a statistically significant difference between regular customers and non-regular customers, only the path that the servicescape influences the perceived hedonic value. Conclusion: According to the results of this study, technical service and utilitarian value should be considered in order to induce behavioral intention of customers, and technical service quality should be considered first. Also, operating a beauty salon requires a differentiated approach to the salon servicescape according to the ratio of non-regular and regular customers. The beauty salon servicescape generally showed negative practical value for non-regular customers, but positive for the Hedinic value for servicescape such as comfortable service and clean interior for regular customers.

• Human Ecology Research
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• 제59권3호
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• pp.325-340
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• 2021

The purpose of this study was to examine that multiple mediating effects of self-determination and self-efficacy in the relationship between the parental control and career maturity. In the study, 747 university students in Daegu, Busan and Seoul area were surveyed on their perceived level of parental control, career maturity, self-determination and self-efficacy. Data were analyzed using descriptive statistics, one-way ANOVA, and Pearson correlation analysis with SPSS 25.0 program, Hayes'Process Macro program and bootstrapping. The major results of this study were as follows; First, there were significant differences in college student's career maturity by grade, major, experience in career-related services and part-time job experience period. Second, there were significant correlations between parental control(behavioral control and psychological control), career maturity, self-determination and self-efficacy. Third, self-determination and Self-efficacy had multiple mediating effects in the relationship between parental control and career maturity. In conclusion, this study found multiple mediating effects of self-determination and self-efficacy in the relationship between parental control(behavioral control and psychological control) and career maturity. It was also found that parental behavioral control had a positive effect on career maturity by increasing self-determination and self-efficacy while parental psychological control had a negative effect on career maturity by decreasing self-determination and self-efficacy.

• 한국콘텐츠학회논문지
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• 제17권10호
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• pp.322-333
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• 2017

본 연구는 인간의 여러 가지 행동을 예측하는데 유용성이 입증된 계획된 행동이론의 모형에 따라 예비보육교사의 취업준비행동에 대한 영향요인을 규명하여, 교육적 차원 및 사회복지적 차원에서 예비보육교사의 취업지도 방안을 제시하고자 함이 목적이다. 본 연구모형에는 취업준비행동에 대한 태도, 주관적 규범, 지각된 행동통제, 행동의도, 취업준비행동 등 계획된 행동이론에서 제안한 제 요인들을 포함하였다. 수집된 자료를 분석한 결과, 취업준비행동에 대한 주관적 규범, 지각된 행동통제, 태도의 순으로 취업준비행동의도를 매개하여 취업준비행동에 대한 정적 영향을 미치고, 지각된 행동통제는 취업준비행동에 직 간접적인 영향을 미친다는 것을 알 수 있었다. 이를 바탕으로 주관적 규범, 지각된 행동통제, 태도의 수준을 높임으로써 예비보육교사의 취업준비행동을 증진 시킬 수 있는 방안을 제시할 수 있는 이론적 근거를 확보하였다.

• Journal of Preventive Medicine and Public Health
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• 제40권3호
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• pp.205-212
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• 2007

Objectives : The purpose of this study was to identify the factors influencing the intention to have stomach cancer screening using the theory of planned behavior (TPB) in Korea. Methods : For this population-based study, 1,535 adult respondents (aged 40 to 70 years) were recruited using multi-stratified random sampling and a face-to-face administered questionnaire. This study was based on Ajzen's theory of planned behavior. Intentions were divided into three scenarios for fee payment in the next two years : (1) free of charge, (2) co-payment, and (3) full charge. Multiple linear regression was used to identify the factors influencing the intention to have stomach cancer screening. Results : Perceived behavioral control and attitude toward stomach cancer screening were significant predictors of the intention to have stomach cancer screening. However, subjective norm only influenced the intention to have stomach cancer screening with full charge in the next two years. Conclusions : The results suggest that attitude and perceived behavioral control are likely to contribute toward increasing the intention to have stomach cancer screening. Especially, perceived behavioral control is a good predictor. Because the study subjects were nation wide residents, the study results can be generalized.

• 농촌계획
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• 제26권3호
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• pp.115-126
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• 2020

This study designed an extended technology acceptance model incorporating and combining TPB, TAM, UTAUT, and IDT, which are known to be useful in explaining technology acceptance intention, to analyze antecedents affecting smart farm acceptance intention from the perspective of policy handlers. In the model of this study, nine independent variables were set, including subjective norm, perceived behavioral control, attitude, perceived usefulness, performance expectation, effort expectation, social impact, promotion condition, and fitness. The effect of these variables on farm acceptance intention was analyzed. The study found that four factors, including perceived behavioral control, perceived usefulness, social impact, and fitness, had positive effects on the acceptance intention of smart farms. Of these, perceived usefulness had the highest impact. In conclusion, all the TPB, TAM, UTAUT, and IDT applied to the research hypothesis to explain the smart farm acceptance intention included on or more variables with significant effects. In other words, these theories were evaluated as useful to explain the acceptance intention of smart farms.

• 벤처창업연구
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• 제15권3호
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• pp.175-189
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• 2020

창업가의 개인 특성이 창업 의도에 중요한 영향을 미친다는 기존 연구 결과가 많은 것에 비하여 이에 대한 내재적 메커니즘에 관한 연구는 상대적으로 부족하였다. 최근의 연구 결과들을 보면 창업자의 개인적 특성 요인이 창업 의도에 직접적으로 영향을 미치기보다 창업 태도와 인지된 행동 통제를 매개로 하여 창업 의도에 영향을 미친다는 연구 결과가 다양하게 나타나고 있다. 따라서 본 연구는 최근 창업 활동을 활발하게 하고 있는 중국 대학생들의 창업 의도를 형성하는 개인 특성이 무엇인지에 대해 233명의 중국 대학생들을 대상으로 한 실증적 연구를 수행하였다. 계획된 행동 이론을 기반으로 창업 태도와 인지된 행동 통제를 창업 의도를 형성시키는 중요한 변수로 설정하고, 잠재적인 창업자의 개인 특성 요인들(리더십, 계획성, 혁신성, 사회성)이 두 변수를 매개로 창업 의도를 형성시킨다는 가설과 모형을 구성하여 회귀분석과 구조방정식 모형을 통하여 검증하였다. 분석 결과, 중국 대학생의 경우 창업 태도와 인지된 행동 통제가 창업 의도를 형성시키는 중요한 선행 변수로 나타났다. 또한 개인적 특성 요인 중 리더십과 혁신성은 창업 태도에 긍정적인 영향을 미치는 반면 리더십과 계획성은 인지된 행동 통제의 수준을 높이는 것으로 나타났다. 결과적으로 리더십은 창업 태도와 인지된 행동 통제를 매개로 창업 의도를 형성하며, 혁신성은 창업 태도, 그리고 계획성은 인지된 행동 통제를 매개로 창업 의도 형성에 영향을 미치는 것으로 나타났다. 그러므로 잠재적인 창업자로서 중국 대학생에 대한 창업 교육을 수행하는 경우 리더십, 혁신성, 계획성의 요소를 강조하는 창업 교육이 필요하며 잠재적인 창업자의 선택 기준을 설정함에 있어서도 중요한 개인적 특질로 위의 세 요소를 제시할 수 있을 것이다.

• 한국보건간호학회지
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• 제36권1호
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• pp.47-58
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• 2022

Purpose: This study was undertaken to present an effective plan for the development of an educational program and a strategy to promote patient safety management activities for nursing students by identifying factors that affect these activities based on the theory of planned behavior. Methods: A self-report questionnaire was distributed to 300 nursing students who had clinical practice experience at three nursing colleges in Daejeon, Gyeongbuk, and Jeonbuk. The significance of the model fit, and the path effect was confirmed by confirmatory factor analysis. Results: The hypothetical model for patient safety management activities was appropriate. Among the 5 pathways, 4 were significant. It was found that behavioral intention had a direct influence on patient safety management activities, and perceived behavioral control and attitude had an influence on behavioral intention. Conclusion: To strengthen the perceived behavioral control of nursing students' patient safety management activities, it is necessary to analyze and remove obstacles and provide education that reflects the characteristics of the subject's health problems. In addition, through self-directed learning involving simulation practice, nursing students should be exposed to patient safety accidents, so that they can recognize the risks early and solve problems through critical thinking while bringing about the necessary changes in their attitude.

• 대한지역사회영양학회지
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• 제18권2호
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• pp.101-111
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• 2013

Type 1 diabetes is on the rise worldwide. Although nutrition education for patients with diabetes has become a routine practice, specifics and impacts of such educations need to be more researched. This study examined the status of nutrition knowledge, dietary attitude, and dietary behavior among children and adolescents with type 1 diabetes (9-19 year-old) and explored factors influencing dietary behaviors related to diabetes by applying the Theory of Planned Behavior. Face-to-face interviews, using a pre-tested structured questionnaire, were conducted with 32 participants (11 boys and 21 girls) with type 1 diabetes followed by a diabetes clinic in a university hospital. This study found that the level of nutrition knowledge related to diabetes was generally low at 4 points out of a possible 10, however, the dietary attitude related to diabetes was found to be generally good at 26 points out of a possible 30. Participants were motivated to follow medical staff recommendations the most; however, their family was also important. Perceived behavioral control was low especially for eating-out and portion control. The dietary behavior related to blood glucose control showed low at 13 points out of a possible 20. Regression analysis showed that perceived behavioral control (p < 0.001) was significantly related to the dietary behavior related to blood glucose control. This rare study with children and adolescents with type 1 diabetes showed that nutrition education should include a component to improve perceived behavioral control through high-risk situation management.