• 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.12
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• pp.1425-1439
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• 2011

The present research developed and empirically examined a theoretical model called a Mobile Channel Extension Model for consumer behavior toward mobile commerce. We proposed three antecedents: compatibility of, subjective norm regarding, and media influence regarding mobile use for communication purposes that influence the attitude toward the subjective norm and media influences of mobile use for shopping. These in turn positively influenced the consume's intention to use mobile devices for shopping. A Structural equation modeling analysis, using the data collected from a national online survey of 524 U. S. multichannel shoppers, confirmed the proposed model. The theoretical implications of these effects were discussed and managerial suggestions were made for both academicians and practitioners.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.170-180
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• 2008

The purpose of this study was to measure the causal relationships between past consumption, health belief, subjective, attitude, intention and purchase of organic foods. Total 326 copies of questionnaire were completed. The structural equation model was used to measure the causal effect among constructs. The results demonstrated that the confirmatory factor analysis model provided a good model fit. The proposed model yielded a significantly better fit to the data than the baseline model and the extended model. The effects of past consumption, health belief and subjective norm on attitude and intention were statistically significant. The effects of attitude on intention and behavior to purchase organic food were statistically significant. As expected, health belief and subjective had significant effects on behavior to purchase organic foods. Moreover, past consumption, health belief and subjective norm had indirect influences on intention through mediated variables. Based on the empirical results and findings, some suggestions are provided to the institutions concerned so as to facilitate this organic sector's on-going expansion in the food industry.

• 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 the Korea Academia-Industrial cooperation Society
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• v.20 no.12
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• pp.212-223
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• 2019

The purpose of this study was to investigate how attitude, subjective norm, and perceived behavioral control affect nurses' pressure ulcer (PU) prevention behavior among general hospital nurses based on the theory of planned behavior. A total of 111 nurses in four general hospitals in Korea participated in this study and replied to a survey on attitude, subjective norm, perceived behavioral control, and behavior regarding PU prevention. Data were analyzed with multiple regressions by all participants, education level, working department, and hospital size group. In all participants, the more positive attitude and the higher subjective norm, the more PU prevention behavior. However, in the group of 'more than bachelor degree' and 'tertiary hospital', the more clinical experience, the more behavior. In the group of 'surgical ward & intensive care unit', the higher attitude, the more behavior. In the group of 'more than bachelor degree', the higher subjective norm, the more behavior. Therefore, personalized and tailored intervention for nurses may be provided depending on nurses' education level, work department, and hospital size to enhance PU prevention behavior by means of improving nurses' attitude, subjective norm toward PU prevention.

• The Research Journal of the Costume Culture
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• v.17 no.5
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• pp.911-922
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• 2009

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

• Journal of Korean Academy of Nursing
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• v.45 no.6
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• pp.802-811
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• 2015

Purpose: The purpose of this study was to test and validate a model to predict living and brain death organ donation intention in nursing students. The conceptual model was based on the theory planned behavior. Methods: Quota sampling methodology was used to recruit 921 nursing students from all over the country and data collection was done from October 1 to December 20, 2013. Results: The model fit indices for the hypothetical model were suitable for the recommended level. Knowledge, attitude, subjective norm and perceived behavioral control explained 40.2% and 40.1% respectively for both living and brain death organ donation intention. Subjective norm was the most direct influential factor for organ donation intention. Knowledge had significant direct effect on attitude and indirect effect on subjective norm and perceived behavioral control. These effects were higher in brain death organ donation intention than in living donation intention. Conclusion: The overall findings of this study suggest the need to develop systematic education programs to increases knowledge about brain death organ donation. The development, application, and evaluation of intervention programs are required to improve subjective norm.

• 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 Korea Game Society
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• v.20 no.4
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• pp.21-32
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• 2020

The study took online game users' need for affect (approach/avoidance) and social norms (subjective/descriptive) into account and examined how these variables affected their attitude (utilitarian/hedonic) toward online games and their flow experience. Results from the hierarchical multiple regression analysis showed that, game users' approach affect and subjective norm had significant impacts on their utilitarian attitude, while their approach/avoidance affect and subjective norm had on their hedonic attitude toward onine games. Plus, the avoidance affect, subjective norm, and utilitarian/hedonic attitudes of game users had significant impacts on their flow experience.

• Journal of Agricultural Extension & Community Development
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• v.24 no.3
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• pp.211-222
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• 2017

The purpose of this study is to examine the effects of agriculture on the career adaptation and career decision by measuring the job value and the subjective norm of agriculture. Conclusions based on the study results can be suggested as follows. First, career decision self-efficacy and subjective norm were significant variables in career adaptability of agriculture major college students. Therefore, the belief that one can plan and practice career goals and the affirmation of career plans and decisions in the vicinity are important factors in career adaptability. Second, Self-Realization and social recognition were significant variables in career decision self-efficacy of college students majoring in agriculture. In other words, it can be judged that social recognition such as honor and honor of others in a career choice has a positive effect on the career decision self-efficacy which is self-esteem in career selection. Lastly, An important variable for the subjective norms of agricultural college students was social recognition. This can be said that the positive perception of the surrounding people is very important as the value of social recognition is more important.