• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.51-60
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• 2023

This study aims to examine factors influencing the intention to continue using the metaverse, focusing on the impact of social norms. Specifically, direct and indirect effects of technical characteristics (perceive quality, interactivity, perceived playfulness), user characteristics (self-efficacy, personal innovativeness), and social influence factors (descriptive norm, injunctive norm, subjective norm) on continuous use intention were examined. The role of perceived ease of use and perceived usefulness as a mediator was also examined. An online survey was conducted with 165 college students attending universities in two large cities in South Korea who had used the metaverse. As a result, perceived playfulness, descriptive norm, and perceived usefulness directly influenced continuous use intention. Perceived playfulness, interactivity, and subjective norm influenced continuous use intention indirectly through perceived usefulness. This study theoretically extends the Technology Acceptance Model by specifying social influence in metaverse contexts. Practical implications are provided in terms of marketing strategy for the metaverse industry to continue to grow and develop.

• Journal of Information Technology Applications and Management
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• v.12 no.1
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• pp.173-189
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• 2005

The technology acceptance model (TAM) is a lot of cited in information technology adoption and usage researches. TAM has a base in psychological research, is parsimonious, explains usage behavior quite well, and can be operationalized with valid and reliable instruments. But TAM has been conducted primarily in volitional environments of the adoption of new technology. This paper discusses technology acceptance in accounting information systems to examine TAM with subjective norm and perceived behavioral control in mandated using environments. The results show that in mandatory environments such as accounting information systems, subjective norm is not a significant effect on the behavioral intention. Perceived usefulness and perceived behavioral control are significant the factor on the behavioral intention. The implications of finding are that perceived usefulness and perceived behavioral control play major role in technology acceptance rather than subjective norm in accounting information systems with mandatory environments.

• The Journal of Information Systems
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• v.19 no.3
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• pp.209-236
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• 2010

Recently, utilization of mobile Internet services is rapidly increasing. To properly accelerate the vitalization of mobile Internet usage, we have to know exactly about the factors affecting potential users' value recognition and intention to use. Technology acceptance model (TAM) is one of the most powerful reference framework for the individual user's adoption of IT innovations. This research borrowed core concept of TAM, and tried to explain users' intention to use mobile Internet by understanding the direct and indirect effects of subjective norm and perceived usefulness. To increase the explanatory power of the model, this paper introduced personal innovativeness as a key moderator variable. The research findings include; i) subjective norm has strong positive influence on perceived usefulness and intention to use, ii) perceived usefulness has positive influence on intention to use, iii) the influence of subject norm is greater than that of perceived usefulness, iv) positive influence of subjective norm on the perceived usefulness and intention to use are significantly stronger in the case of low personal innovativeness sub-group than the case of high personal innovativeness sub-group, and v) high personal innovativeness sub-group have shown strongly positive influence of perceived usefulness on the intention to use while there is no such significant relationship in the case of low personal innovativeness sub-group. Based on these findings, this paper proposed several guidelines to increase the adoption and the usage of mobile Internet; i) word-of-mouth is extremely important, ii) to form a good word-of-mouth, it will be very important to make early adopters and heavy users have positive direct experiences of using mobile Internet.

• Journal of Information Technology Applications and Management
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• v.22 no.4
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• pp.225-251
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• 2015

This paper analyzed factors for employees to violate information security policy in financial companies based on the theory of reasoned action (TRA), general deterrence theory (GDT), and information security awareness and moderating effects of perceived sensitivity of customer information. Using the 376 samples that were collected through both online and offline surveys, statistical tests were performed. We found that the perceived severity of sanction and information security policy support to information policy violation attitude and subjective norm but the perceived certainty of sanction and general information security awareness support to only subjective norm. Also, the moderating effects of perceived sensitivity of customer information against information policy violation attitude and subjective norm were supported. Academic implications of this study are expected to be the basis for future research on information security policy violations of financial companies; Employees' perceived sanctions and information security policy awareness have an impact on the subjective norm significantly. Practical implications are that it can provide a guide to establish information security management strategies for information security compliance; when implementing information security awareness training for employees to deter violations by emphasizing the sensitivity of customer information, a company should make their employees recognize that the customer information is very sensitive data.

• 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.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.609-619
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• 2022

This study was performed to research the influencing factor of COVID-19 preventive behavior focused on people in their 20s and 30s who recently have a high infection rate of COVID-19. The online survey was conducted through structural questionnaire aimed at 210 people in their 20s and 30s of metropolitan area from July 10th to 19th in 2021. The results are as follows. First, as a result of analyzing the relation between health belief and COVID-19 preventive behavior, as perceived seriousness, perceived vulnerability, perceived disability and perceived benefit, COVID-19 preventive behavior is well conducted. Second, as perceived benefit of health belief get higher, the subjective norm is well observed. Third, as subjective norm and perceived behavioral control become higher, COVID-19 preventive behavior is well conducted. Fourth, the subjective norm and perceived behavioral control have a mediating effect in the relation between subjective norm.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.3
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• pp.191-199
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• 2015

The purposes of this study are to examine the predictability of variables related to SNS intention to use in collaborative learning and provide some new implications. Based on Technology Readiness and Acceptance Model (TRAM), we hypothesized that optimism, innovativeness, discomfort, insecurity as personal disposition variables, subjective norm as a social variable, and perceived usefulness and perceived ease of use as cognitive variables would predict SNS intention to use. For this study, 274 'Share Leadership' students in E university completed surveys and it was analyzed by multiple regression analysis. The results of this study showed as follows. First, optimism, innovativeness, discomfort, and subjective norm predicted perceived ease of use. Second, optimism, insecurity, subjective norm and perceived ease of use predicted perceived usefulness. Third, subjective norm, perceived ease of use and perceived usefulness predicted SNS intention to use. From this, it is revealed that positive technology readiness predict much more than negative technology readiness do and the role of teacher and peers is very important.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.703-708
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• 2023

The current study investigates VPA usage (i.e.,continuance intention of use, WOM intention) of by Theory of Planned Behavior (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived value/risk. The results show that (1) attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value positively predicted the continuance intention of VPA use. Regarding WOM of intention, there were positively significant effects of the attitude toward to VPA, subjective norm, perceived behavioral control, and perceived value. The results of this study are expected to provide a variety of practical and theoretical implications in promising artificial intelligence market by the impact of TPB (i.e.,attitude toward to VPA, subjective norm, perceived behavioral control) and perceived values of VPA.

• Journal of Korean Academy of Fundamentals of Nursing
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• v.21 no.1
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• pp.48-56
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• 2014

Purpose: This study was done to identify factors based on the theory of planned behavior that predict smoking cessation in elderly smokers following a stroke. Method: Between March and May 2013, data related to intention, attitude toward the behavior, subjective norm, and perceived behavioral control, were collected through questionnaire from 223 elders who smoked and who had a stroke. Data analysis was performed using PASW (SPSS) 18.0 program, and included t-test, one-way ANOVA, Pearson correlation coefficients, and multiple stepwise liner regression analysis. Results: Results showed a positive correlation between intention and attitude toward the behavior (r=.494, p<.001), subjective norm (r=.390, p<.001), and perceived behavioral control (r=.189, p=.005). These variables such as perceived behavior control, subjective norm, number of cigarettes per day, and usefulness of quitting smoking explained 50% of intention to quit smoking. Conclusion: The results of this study indicate that there is a need to develop smoking cessation nursing strategies for elderly smokers following a stroke in order to provide effective counseling on subjective norm and perceived behavioral control.

• Journal of Korean Academy of Nursing
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• v.53 no.2
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• pp.222-235
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• 2023

Purpose: The aim of this study was to identify the factors explaining protective behaviors against radiation exposure in perioperative nurses based on the theory of planned behavior. Methods: This was a cross-sectional study. A total of 229 perioperative nurses participated between October 3 and October 20, 2021. Data were analyzed using SPSS/WIN 23.0 and AMOS 23.0 software. The three exogenous variables (attitude toward radiation protective behaviors, subjective norm, and perceived behavioral control) and two endogenous variables (radiation protective intention and radiation protective behaviors) were surveyed. Results: The hypothetical model fit the data (χ²/df = 1.18, SRMR = .02, TLI = .98, CFI = .99, RMSEA = .03). Radiation protective intention (β = .24, p = .001) and attitude toward radiation protective behaviors (β = .32, p = .002) had direct effects on radiation protective behaviors. Subjective norm (β = .43, p = .002) and perceived behavior control (β = .24, p = .003) had direct effects on radiation protective intention, which explained 38.0% of the variance. Subjective norm (β = .10, p = .001) and perceived behavior control (β = .06, p = .002) had indirect effects via radiation protective intention on radiation protective behaviors. Attitude toward radiation protective behaviors, subjective norm, and perceived behavioral control were the significant factors explaining 49.0% of the variance in radiation protective behaviors. Conclusion: This study shows that the theory of planned behavior can be used to effectively predict radiation protective behaviors in perioperative nurses. Radiation safety guidelines or education programs to enhance perioperative nurses' protective behaviors should focus on radiation protective intention, attitude toward radiation protective behaviors, subjective norm, and perceived behavioral control.