• Journal of Korean Academy of Nursing
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• v.27 no.4
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• pp.796-806
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• 1997

The majority of studies on breastfeeding consists of descriptive correlational studies identifying the incidence and correlates of breastfeeding. The theory of planned behavior has been shown to yield great predictive power for behavioral goals over which individuals have only limited control such as improving school grades and weight loss. The purpose of this study was to test the "theory of planned behavior" in the prediction of breastfeeding of mothers who delivered vaginally, One hundred mothers who delivered vaginally in one general hospital in Seoul and one general hospital and three private hospitals in Taejeon participated in this study. The instruments used for data collection in this study were developed by the researchers following the guidelines suggested by Ajzen & Fishbein(1980) and Ajzen & Madden(1986). The instruments included measurement of attitude, subjective norm, perceived behavioral control and intention. The collected data were analyzed using descriptive statistics, Pearson product moment correlation, hierachical multiple regression and logistic regression. The results are as follows ; 1. Intention to breastfeed correlated significantly with attitude, subjective norm and perceived behavioral control. Both attitude and subjective norm did not make a significant contribution to the prediction of intention, but the addition of perceived behavioral control to the regression equation greatly improved the model's predictive power, increasing the R²from .05 to .52. 2. Intention to breastfeed alone had a significant predictive effect on actual breastfeeding, resulting in a regression coefficient of .16(X²=8 60, p<.01), but when perceived behavioral control was added to the equation, intention was not a significant predictive variable and only perceived behavioral control showed significant predictive power on actual breastfeeding, resulting in a regression coefficient of .12(X²=4.69, p<.05). In sum, breastfeeding behavior lent only partial support to the second version of the theory of planned behavior, and because perceived behavioral control had a strong effect on intention to breastfeed and actual breastfeeding, It would be desirable to develop nursing intervention programs which focus on strengthening the perceived behavioral control for the promotion of breastfeeding.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.171-179
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• 2017

This study explored an appropriate research model that could explain and predict the spread of fintech, a new financial services in Korea. We reviewed two theoretical frameworks, theory of planned behavior(TPB) and technology acceptance model(TAM), which are frequently cited to explain human behavior and new technology adoption, respectively. Then, we proposed a decomposed theory of planned behavior(DTPB) as a research model and examined the model through PLS path modeling. As a result, every path except PEOU-ATT path in TAM is significant, and the explanatory power toward behavioral intention(R2=0.573) is also significantly greater in the proposed model. Accordingly, the proposed DTPB is appropriate to explain the spread of fintech in Korea. Finally, suggestions for the following studies are discussed.

• Journal of Agricultural Extension & Community Development
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• v.30 no.3
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• pp.143-155
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• 2023

Based on the theory of planned behavior, this study aims to examine the structural equation model among consumers' concerns and purchase intentions for alternative meats. Data were collected from 300 adults living in Kyeonggi Province. Results show that animal welfare, environmental concern, and health concern all have a direct and significant effect on purchase intention of alternative meat, and the mediation effect is also significant, indicating a partial mediation effect. The image of a company as caring about animal welfare and contributing to public causes can help sell alternative meats. Media publicity focusing on animal welfare for alternative meats can improve the attitudes of domestic consumers as well as their intention to purchase alternative meat products.

• The Journal of the Korea Contents Association
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• v.17 no.10
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• pp.322-333
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• 2017

The purpose of this study is to investigate the factors affecting pre-service childcare teachers' job preparation behaviors according to the model of planned behavior theory which has proven useful in predicting various behaviors of human beings, and to provide job search guidance for pre-service childcare teachers in the educational dimension and social welfare dimension. The study model included the factors proposed in the planned behavioral theories such as attitude toward job preparation behavior, subjective norm, perceived behavior control, behavioral intention, and job preparation behaviors. As a result of analyzing the collected data, it was found that there was a statistically significant effect on job preparation behavior through mediation of subjective preparation norms, perceived behavior control, and attitude in that order with regard to job preparation behaviors, and the perceived behavioral control was found to have a direct and indirect effect on job preparation behaviors. Based on this, the theoretical basis for suggesting ways to promote pre-service childcare teachers' job preparation behaviors by raising subjective norms, perceived behavior control, and attitude levels is suggested.

• Journal of the Korean Society for Library and Information Science
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• v.51 no.2
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• pp.157-178
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• 2017

The objective of this study is to investigate college student search behavior in an academic library. The theory of planned behavior was applied for identifying relationship among variables on search behavior. Data were collected in an university. For data analysis, ANOVA, factor analysis, regression analysis, cluster analysis were used. The result shows: the theory of planned behavior can be used for finding search intention in an academic library. Student major and library use frequency are different statistically in attitudes, perceived behavioral control, behavioral intention. Student characteristics are divided into four types: conservative, independent, friendship, fashion. Friendship type of students influences search behavior. From cluster analysis, the cluster included friendship and independent types of students and students who have high frequency of library use has more active intention for search in academic library.

• International conference on construction engineering and project management
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• 2011.02a
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• pp.318-323
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• 2011

Illegal and unethical behaviors of the construction industry affect people's lives and health more than the same problems of the other industries. Among these behaviors, the construction industry is mostly criticized for bribery scandals. According to the survey of the Ministry of Justice in Taiwan over the past years, bribery cases involving public engineering projects and governmental procurements account for a rather large portion of the indicted corruption cases. Transparency International's "Bribe Payer Index" indicates people in construction-related industries are the most likely to pay bribes. Poor construction quality directly and indirectly caused by bribery poses a great threat to public safety, organizational reputation and economic development. However, there is a limited number of existing research on the bribery problem of the construction industry. This study is an empirical attempt to explore bribery intention and its affecting factors among the construction organizations in Taiwan by conducting a questionnaire survey. The theory of planned behavior was used in this study to build its research model (covering elements of attitude, subjective norm, perceived behavior control, and intention). Totally 431 valid samples were returned. To explore the factors affecting bribery intention, this study adopted Pearson's correlation analysis to discuss about the connections among the questionnaire respondents' attitudes to bribery, subjective norms, perceived behavior control, and bribery intention. A multi-regression analysis was then conducted to test if the planned behavior theory can effectively predict bribery intention. The research found (1) according to the results of Pearson's correlation analysis, the respondents' bribery intention, attitudes, subjective norms, and perceived behavior control are positively correlated with one another; (2) according to the results of the multi-regression analysis, bribery intention can be explained through attitudes, subjective norms, and perceived behavior control with an adjusted R² value of 0.591, meaning 59.1% of the bribery intention's variances can be explained through the three dimensions. In addition, each of the three dimensions has a significant influence on the respondents' behavior intentions.

• Journal of Distribution Science
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• v.18 no.9
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• pp.19-30
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• 2020

Purpose: As an environmental concern increases, customers pay more attention to purchase organic food. While customers' purchase intention of organic food has been widely studied, there are lacks of researches regarding the moderation effect of environmental concern and the interactive effect of level of education based on the Theory of Planned Behavior (TPB). This study examines the influence of level of education and environmental concern on purchase intention based on the Theory of Planned Behavior and organic food in Vietnam. Research design, data and methodology: The methodology of mixed methods of qualitative and quantitative is applied with a survey of 420 customers being conducted to collect data from three biggest cities in Vietnam: Ho Chi Minh, DaNang and Hanoi. SPSS 23 and SMART-PLS 3.2 are used for data analysis. Results: The result shows that the customers have more environmental concern which increases their attitude to the intention of purchasing organic food. Moreover, there has not the three-way interactive effect of level of education, environmental concern and attitude on purchase intention toward organic food. Conclusions: This enriches the existing literature with the moderation of environmental concern to the relationship between attitude and purchase intention toward organic food in Vietnam based on the Theory of Planned Behavior.

• Journal of Distribution Science
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• v.17 no.8
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• pp.57-66
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• 2019

Purpose - The purpose of this study is to elucidate the perception differences between CEOs and employees, and to derive a plan for improving performance by using theory of planned behavior (TPB) to enhance the competitiveness of SMEs exposed to various difficulties until recently. Research design, data and methodology - A total of 238 valid questionnaires were collected for CEOs and members of SMEs. In order to clarify the difference of perception, independent sample t-test and multi-group analysis using AMOS were conducted. Simple regression analysis and structural equation were used to confirm whether the theory of planned behavior was applied at the level of SME. Results - The CEO group is more aware of company's ethical responsibility activities and organizational support than the group of employees, and collectivism contributes more to organizational development than individualism tendency. Also, the theory of planned behavior is applied to the SME level as well. Conclusion - This study suggest that CEOs need to accept the pluralism of their members for the development of SMEs. In addition, it is necessary to form a consensus on ethical responsibility activities that corporations are performing by supporting diverse strategies and members' participation in management decision-making.

• Journal of the Korean Society of Food Culture
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• v.38 no.4
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• pp.246-257
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• 2023

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers' intention to purchase meal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigate its influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023 on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBM SPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjective norm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behavior toward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive and significant effect on attitude and perceived behavioral control.

• Journal of Wellness
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• v.6 no.3
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• pp.13-21
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• 2011

The purpose of this study was to examine the potential predictors of leisure behavior intention using the theory of planned behavior(TPB). A convenience sample of 369 participants was obtained from university students in Korea and America. For the purposes of this study, potential predictors of leisure behavior intention were selected from the following categories: attitude, subject norm, perceived behavior control, group conformity and face saving. In order to better understand the dynamics of the TPB process that influenced leisure behavior intention, this study used structural equation modeling(SEM) to test the TPB model. According to the results, attitude, subject norm, and perceived behavior control influenced to leisure behavior intention of both Korean and American university students and face saving influenced to leisure behavior intention of Korean university students. However, group conformity did not influence to leisure behavior intention of either Korean and American university students. For future study, more specific and decomposed factors are recommended to understand leisure behavior intention in theoretical way.