• Informatization Policy
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• v.21 no.1
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• pp.57-76
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• 2014

The purpose of this research is to investigate the role of social dimensions in predicting the intention to use SNS. We proposed an integrative SNS acceptance model based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the social influence theory. Included in the model are attitude toward SNS use, subjective norm, information cascades, and perceived behavioral control as antecedents to intention to use SNS. An empirical analysis was conducted using data collected from a questionnaire survey with 228 college students in Korea, and it yielded the following findings. First, the two social dimensions, namely subjective norm and information cascades, were found to have a significant positive relationship with the intention to use SNS. In particular, information cascade turned out to have the strongest impact of the three antecedents to intention to use SNS. Second, perceived usefulness and perceived ease of use were found to have a significant positive influence on the attitude toward SNS use.

• Research in Community and Public Health Nursing
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• v.12 no.1
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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 Digital Convergence
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• v.17 no.8
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• pp.471-479
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• 2019

The purpose of this study was to investigate the determinants of preventive behavior intention to the particulate matter. The results based on the survey of 280 university students showed that the perceived susceptibility and barriers to the particulate matter do not have statistically significant effects on the preventive behavior intention. However, perceived severity and benefits, subjective norm, and self-efficacy to the particulate matter had statistically significant positive effects on the preventive behavior intention. The results of this study suggested that communication strategies to increase perceived severity and benefits, subjective norm and self-efficacy should be required to improve the degree of preventive behavior intention to the particulate matter of college students. It is expected to contribute explaining preventive actions against environmental hazards such as air pollution in the future.

• Journal of the Korean Applied Science and Technology
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• v.41 no.2
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• pp.329-337
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• 2024

The purpose of this study was to investigate the effect of aromatherapy planned behavior on behavioral intention using the theory of planned behavior of attitude, subjective norm, and perceived behavioral control as factors of the theory of planned behavior. The behavioral intention of aromatherapy planned behavior was analyzed to have a significant positive causal relationship between the independent variables of attitude, subjective norm, and perceived behavioral control on the behavioral intention of aromatherapy. As a result of testing Hypothesis 1, "Aromatherapy planned behavior will have an effect on behavioral intention," previous research confirmed that the greater the attitude, perceived behavioral control, and subjective norm during aromatherapy planned behavior, the higher the participation intention. The verification was consistent with similar results between this study and this study. These results suggest that aromatherapy planned behavior will contribute to increasing aromatherapy's market share, reducing stress, and improving health through behavioral intention.

• CRM연구
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• v.2 no.2
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• pp.1-19
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• 2009

In an attempt to explore the consumption behaviors of customers regarding ethnic food restaurants the present study examined the effects of consumer characteristics, accessibility of ethnic food restaurants, product characteristics, and social factors on the customer behavior towards ethnic food restaurants, and further investigated the causal relationship between the customer behavior and his or her intent to reuse. A questionnaire survey was conducted approximately for a month with domestic consumers who had tried foreign cuisines. A total of 230 questionnaires were distributed and 215 questionnaires were collected, of which 210 were used in the final analysis excluding five due to inadequate responses. The finding of the study were as follows. First, of the consumers' lifestyles category the gourmet oriented did not yield significant effect on subjective norm or other consumption behavior, whereas the trend oriented had noticeable influence on both factors. Second, while consumers' diversity-seeking characteristic did not affect subjective norm, it affected consumption behavior of ethic food restaurants. The results seem to indicate that the diversity-seeking characteristic is more to one's individual attributes, rather than being influenced by others. Third, ethnic food restaurant's consumption accessibilities strongly influenced the subjective norm, suggesting that in using the ethnic food restaurants, the more convenient the accessibility is, the higher the possibility of use from influenced reference group. However, when consumers previously had not been exposed to ethnic cuisines, convenient accessibility was not able to overcome the barriers of consumer reluctance, nor directly shape positive behaviors. Fourth, while national uniqueness of ethnic food did not affect subjective norm, the uniqueness did have positive impact on consumption behavior of foreign ethnic food restaurants. Fifth, consumer's subjective norm positively influenced both consumption behavior of ethnic food restaurants and their intent for future use. Lastly, consumption behavior toward foreign ethnic food restaurants positively influenced consumer's intent for future use, indicating that it would be most imperative and effective to first help reinforce positive attitude in oder to encourage a more use of ethnic food restaurants.

• Information Systems Review
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• v.18 no.3
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• pp.209-233
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• 2016

Internet companies that utilize social network have increased in number. The introduction of diverse social media services facilitated innovative changes in e-business. Social network service (SNS), which is a domain of social media, is a web-based service designed to strengthen human relations in the Internet and build new social relations. The remarkable growth of social network services and the profit generation and perception of this service are the new growth engines of this digital age. Given this development, many global IT companies views SNS as the most powerful form of social media. Thus, they invest efforts to develop business models using SNS.2) This study verifies the impact of privacy exposure in SNS as a result of privacy invasion. This study examines the purpose of using the SNS and user's awareness of the significance of personal information, which are key factors that affect self-disclosure of personal information. This study utilizes theory of reasoned action (TRA) to provide a theoretical platform that describes the specific behavior and emotional response of individuals. This study presents a research model that considers negative attitude (negatude). In this model, self-disclosure in SNS is considered a TRA. TRA is a subjective norm, a behavioral intention, and a key variable of exposure behavior. A survey was conducted on college students at Y university in Seoul to empirically verify the research model. The students have experiences in using SNS. A total of 198 samples were collected. Path analysis was applied to analyze the relations of factors. The results of path analysis show the statistically insignificant impact of privacy invasion on negatude, subjective norm, behavioral intention, and exposure behavior. The impact of unrecognized privacy invasion was also considered insignificant. The impacts of intention to use SNS on negatude, subjective norm, behavioral intention, and exposure behavior was significant. A significant impact was also found for the significance of personal information on subjective norm, behavioral intention, and exposure behavior, whereas the impact on negatude was insignificant. The impact of subjective norm on behavioral intention was significant. Lastly, the impact of behavioral intention on exposure behavior was insignificant. These findings are significant because the study examined the process of self-disclosure by integrating psychological and social factors based on theoretical discussion.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.6
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• pp.300-307
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• 2016

The development of computer-based information technology has led to the quantitative and qualitative growth of social media which have two sides; a positive one such as the generation and sharing of information and a negative one which includes cyber plagiarism and cyber bullying. This study seeks to understand which factors can lead to cyber plagiarism, which is the most prevalent form of unethical cyber behavior. We expected that the intrinsic and extrinsic motivations for using social media would have different effects on unethical cyber intention and that this relation between motivation and cyber unethical behavior would be moderated by the subjective norm. In order to obtain a better understanding of the relationships among the individual motivation, unethical cyber intention, and cyber plagiarism, information was obtained from 564 social media users. The respondents provided details of their experiences and attitudes regarding social media usage behavior and unethical cyber behavior. The results confirmed that extrinsic motivation significantly increases unethical intention and further leads to high levels of cyber plagiarism. The subjective norm plays a moderating role in the relationships between extrinsic motivation and unethical cyber intention. Based on the results, the theoretical and practical implications of the research findings are discussed, and recommendations for future research are provided.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.9
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• pp.215-224
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• 2018

The purpose of the this study was to verify a model for the structural relationships of the behavioral attitude, subjective norm and perceived behavioral control of 119 emergency medical technicians to their safety attitude and safety behavior. A survey was conducted on 373 male and female 119 emergency medical technicians who were working as fire-fighting officers in Seoul, Inheon, Gangwon Province, Daegu, South Chungcheong Province, North Gyeongsang Province and Busan. The collected data were statistically analyzed by SPSS 20.0 and AMOS 16.0. The findings of the study were as follows: First, the behavioral attitude of the 119 emergency medical technicians was found to have affected and safety behavior(t=.32, p<.001). Second, the subjective norm of the 119 emergency medical technicians was found to have exerted an influence on their safety attitude and safety behavior(t=.27, p<.001). Third the perceived behavioral control of the 119 emergency medical technicians was found to have influenced their safety attitude and safety behavior(t=.28, p<.001). Fourth, the safety attitude of the 119 emergency medical technicians was found to have had an impact on their safety behavior(t=.39, p<.001).

• Journal of dental hygiene science
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• v.9 no.5
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• pp.579-586
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• 2009

Prior to the start of the general oral examination, this study was performed using the theory of planned behavior to provide data that would help not only increase intention of industrial workers' dental care utilization after their dental examination, but develop the follow-up oral health programs. As the first research group, 608 workers were selected from the 1016 workers while excluding both 53 workers who were currently undergoing dental treatment and 355 workers who had an opportunity to visit the dental clinic over the previous six months. Among the general characteristics that would influence the 608 workers' intention to utilize the dental clinic within one (1) month, their financial state showed that the higher their financial abundance level, the stronger their intention to visit the dental clinic(p<0.01). It was shown that the attitude toward the dental care utilization related behavior and subjective norm except the perceived behavioral control among the TPB variables had a significant effect on their intention(p<0.01). Among TPB variables, attitude toward the dental care utilization and subjective norm except the perceived behavioral control, were significant correlation with behavioral intention(p<0.01). The structure model's R-square of the attitude toward the behavior, subjective norm and perceived behavioral control having and effect on the intention accounted for 21%. In order to encourage the workers to have positive thoughts about the attitude toward their dental care utilization and subjective norm, therefore, it is required to perform the continued oral health programs, in addi1ion to oral health experts' regular education.

• Journal of the Korea Society of Computer and Information
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• v.24 no.4
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• pp.177-183
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• 2019

The purpose of this study is to analyze the effect of behavior attitude and subjective norm on food festival behavior intention of married women living in Ulsan area. The data were analyed with PASW 18.0 using reliability analysis, frequency analysis, paired T-test, T-test, correlation analysis, one-way ANOVA and multiple regression analysis. The results were as follows. First, First, married women had a slightly higher passive behavior intention than aggressive behavior intentions on food festivals. Second, the more the experience of past food festivals, the higher the economic level, the higher the housewife's housewives, the higher the food festival behavior intention. Third, the behavioral intention of food festival increased with higher behavioral attitude and subjective norms. Fourth, subjective norms were the most influential variable for the behavioral intention of married women. Next, the behavior attitude for food festival was found.