• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

• Journal of Korean Home Economics Education Association
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• v.32 no.4
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• pp.67-79
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• 2020

The purpose of the study were to analyze the patterns of adolescent suicide attempts, and to explore the effects of personal psychology (subjective depression, subjective stress), health status (BMI, subjective health perception), and subjective academic performance on the types of youth suicide attempts. For this research, data of 'The 15th Korea Youth Risk Behavior Survey' were analyzed employing a hierarchical logistic regression analysis. The findings are as follows. First, out of 1,731 youth suicide attempts 156 (9%) were impulsive and 1,575 (91%) were planned. Girls(67.3%) attempted suicide more than boys (32.5%), and middle school students (62%) attempted suicide more than high school students (38%). Second, the variables that significantly affect suicide attempt types were subjective depression, subjective stress, and subjective health perception, after controlling for gender, grade level, school type, and SES. The rate of planned suicide attempts was higher among those who experienced depression than among those who did not. In the case of subjective stress, adolescents who felt stressed were likely to commit planned suicide attempts. Those who attempted impulsive suicide showed 1.32 times higher subjective health perception scores than those who attempted planned suicide, indicating adolescents who perceived they were not healthy were more likely to attempt planned suicide. BMI and subjective academic performance did not have a significant effect on the types of youth suicide attempts. These findings suggested the necessity of systematic intervention in Home Economics classes or extra-curricular programs, to prevent potential youth suicide attempts.

• Korean Journal of Environment and Ecology
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• v.26 no.5
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• pp.812-826
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• 2012

The selection rate of tree burials (TB) is still low in spite of increasing concerns about TB and government's efforts to increase TB participation. It is necessary to understand the factors affecting TB selection. This study investigated the relationship between major variables (attitude: ATT; subjective norm: SN; perceived behavioral control: PBC) of Ajzen's theory of planned behavior (TPB), additional variable (custom: CUST), and intention to select TB by using structural equation modelling (SEM). Samples were selected from Gwang-ju citizens using proportionate stratified sampling (PST) by region during September of 2011. Four hundred and twelve responses were used for data analysis. The model showed fair goodness of fit. All four variables (ATT, SN, PBC, CUST) influenced intention to select TB. The four variables explained 53.0% of intention to select TB. SN(${\beta}$=0.459) was the most predictive variable on the intention, followed by ATT(${\beta}$=0.247), PBC(${\beta}$=0.152), and CUST(${\beta}$=0.102) in decreasing order. The results were discussed and some suggestions to increase the intention of tree burial selection were made.

• Journal of Korean Academy of Nursing
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• v.36 no.4
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• pp.596-603
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• 2006

Purpose. This study examined Korean clinical nurses' intentions to care for SARS patients and identify determinants of the intentions. Theory of planned behavior was the framework to explain the intentions of Korean nurses for SARS patients care. Methods. A convenient sample of six hundreds and seventy nine clinical nurses from four university-affiliated hospitals located in Seoul and in Kyung-gi province was used. Self-administered (83-items) questionnaire was used to collect data. Intentions, attitude, subjective norm, perceive behavioral control, behavioral beliefs, normative beliefs, and control beliefs were the study variables. All items were measured using 7point Likert scale (-3 to +3). Data were analyzed using descriptive statistics, Pearson correlation method, and stepwise multiple regression methods. Results. Intentions and attitudes toward SARS patient care among Korean clinical nurses were moderate, but their subjective norm and perceive behavioral control of SARS patients care were negative. Stepwise multiple regression analysis indicated that attitude toward SARS patient care, perceived behavioral control, subjective norm were the determinants of the intentions for SARS patients care as theory proposed. Among the behavioral beliefs, 'SARS-patient caring would be a new experience', 'during SARS-patient caring, I should be apart from my family', 'after completing SARS-patient caring, I would be proud of myself being able to cope with a stressful event' and 'with my SARS-patient caring, patients could recover from SARS' were the significant determinants. Among the normative beliefs, colleague approval, spouse approval, and physician approval were significant determinants of the intentions. Among the control beliefs, 'SARS-patient caring would be a challenge' 'SARS-patient caring is a professional responsibility', 'tension during the care of SARS patients' and 'support from team members' were the significant determinants of the intentions. Conclusions. Korean clinical nurses in this study were not willing to care for SARS patients and showed negative attitude toward the care. They believed their friends and family were not approved their care for SARS patients. Nurses were in conflicts between professional responsibilities to care for SARS patients and personal safety. This study was the first to understand stress and burden of Korean clinical nurses who are in front line to care for newly developed communicable disease such as SARS. Under the circumstance where several fatal communicable diseases are predictable, conflicts between professional responsibility and their personal risks should be taken into considerations by nurses themselves and by nursing administrators in order to improve quality of care.

• Journal of Technologic Dentistry
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• v.33 no.1
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• pp.65-77
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• 2011

Purpose: The purposes of this study were to provide information about safe actions during the practice of dental technology, promote belief in safe actions among the students of dental technology, and reinforce their knowledge about how to act safety. Methods: Open questions were asked to 120 sophomores majoring dental technology to understand the target group's belief about safe actions. Following the instructions by Ajzen & Fishbein, the collected data were grouped according to similar beliefs. Those beliefs of the highest frequency were given a priority and got to represent the belief level of the target group. Even with belief changes, however, they would not be able to practice safe actions if they had no knowledge about how to do safe actions. For desirable behavioral changes among the students, the students were then asked to discuss the current state of safety accidents and issues focusing on the materials and processes used in the practice and give presentations regarding the subjects to identify risk factors. Then the identified risk factors were used to devise the program contents so that the students could practice safe actions through accurate behavioral approaches and belief changes by educating them about how to act safely by the practice processes and the involved materials and devices. Results: Not only do the students of Dept. of Dental Technicians have difficulties with the complex practice processes while practicing to make dental prosthesis, but they are exposed to the risk of accidents as they're poor at dealing with the materials and devices. Although there is a definite need for accident prevention education programs before practice, the reality is that the school doesn't the schoosuch education. Based on the judgment that an education program designed to reinforce belief for behavioral changes would generate effgrams results, an education program was developed by applying the Theory of Planned Behavior(TPB). Along with their beliefs, the current state of accidents n. Basepractice, demand for safety education, and practice level of safe actions were used to device the contents of accident prevention education and to develop an accident prevention education program for dental technology. Conclusion: The study presents an accident prevention education program developed to reinforce dental technology students' beliefs and knowledge and to help them do safe actions during practice.

• Journal of the Korea Society of Computer and Information
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• v.18 no.11
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• pp.181-190
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• 2013

This study first aims to investigate from the users' perspective what service is the most efficient to users and what service is relatively the most effective in contrast to investment among a variety of services provided by smartphone manufacturers, telecommunication companies, and related corporations. In addition, this research suggests implicatively important elements for making the future model of smartphone services. For this end, this study finds out the factors which generate users' positive or negative attitudes towards smartphone use through a questionnaire of those who are using smartphones at present. In particular, by applying Theory of Planned Behavior, this study analyzes the influence exerted by the user's belief towards the kinds of services by setting up Attitudinal Belief, Subjective Norms, and Control Belief which have an influence on attitude from the perspective of smartphone providing detailed services. The results of this study will eventually help the smartphone manufacturers, telecommunication companies, and related corporations to establish smartphone marketing strategy as well as to select the smartphone services which will have popular appeal to their users.

• Hwankyungkyoyuk
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• v.14 no.2
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• pp.106-115
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• 2001

So far, most of studies on environmentally responsible behaviors were based on the Hines et. al.(1987)'s behavior model which emphasized mainly personal causes of behaviors. This study was planned to investigate whether self-efficacy and conformity toward social norm could be good predictors for environmentally responsible behaviors or not. In the preliminary study, Several scales on environmental problems were made up for measuring the levels of knowledge, attitude, and behavior from usually used items of previous studies. And, some relevant items to self-efficacy scale and conformity toward social norm scale were selected through factor analysis and reliability analysis recursively. In the main study, Knowledge, attitude, self-efficacy, conformity toward social norm, and behavior of high school students were measured in urban and rural areas. Results showed that students in urban areas took environmentally responsible behavior more often than ones in rural areas, and there were no differences in attitude and sensitivity but significant differences in self-efficacy and confirmity toward social norm between them. According to regression analysis, self-efficacy was the best predictor for environmentally responsible behaviors, and confirmity toward social norm and knowledge were also good predictors. In conclusion, self-efficacy and confirmity toward social norm are better predictors for environmentally responsible behaviors than attitude.

• 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 the Korean Society of Clothing and Textiles
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• v.29 no.9_10 s.146
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• pp.1306-1315
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• 2005

Impulse buying has been considered a pervasive and distinctive phenomenon in the modern lifestyle and has been receiving increasing attention from consumer researchers and theorists. In the modern marketplace, spontaneous urges to buy and consume often compete with the practical necessity to delay the immediate gratification that purchasing provides. The purpose of this study is to conceptualize and test the framework of impulse buying behavior for fashion products using structural equation model. Data were obtained from 413 students attending universities during schedules classes in Busan. Analysis of the data, utilizing AMOS 4.1, supported most of the predictions. The results showed that situational variable(time available) and individual variable(fashion involvement) have direct effects on consumers' shopping emotions, including positive and negative emotion. Positive emotions had effects on all types of impulse buying(planned impulse buying, reminded impulse buying, and fashion-oriented impulse buying), while negative emotion affected two types of impulse buying(reminded impulse buying and fashion-oriented impulse buying). These emotional experiences influence impulse buying behaviors for fashion products serving as critical mediators. The findings suggest that time available and fashion involvement are good predictors mediated by shopping emotion to impulse buying behavior for fashion products. The implications of this research for future work on the shopping emotion and impulse buying behavior are discussed.

• The Korean Journal of Rehabilitation Nursing
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• v.18 no.2
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• pp.118-127
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• 2015

Purpose: This study was conducted to survey the cancer screening status of Korean elderly and to analyze factors influencing cancer rescreening intention. Methods: Participants were 262 elderly aged 65 or older who visited medical examination center at D University hospital located in D city. Data were collected from June 1 to July 31, 2012 using a structured questionnaire which included health behavior and cancer screening related characteristics, theory of planned behavior variables, EQ-5D, and cancer screening satisfaction. The data were analyzed by SPSS/WIN 18.0 program. Results: Factors influencing elderly's cancer rescreening intention were 'satisfaction about the cancer screening', 'attitude toward cancer rescreening behavior', 'subjective norm toward cancer rescreening behavior', and 'previous experience with cancer screening in the past 2 years'. Cancer rescreening intention was higher in participants with satisfied experience of cancer screening, more positive in attitude and higher in subjective norm toward cancer rescreening. Cancer rescreening intention was lower when participants were not screened for cancer in the past 2 years. Conclusion: The study results indicate that customized interventions based on influential factors such as subjective norm, attitude toward cancer screening, and cancer screening satisfaction are necessary in order to promote the consistent cancer screening of Korean elderly.