• 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.

• Asia Marketing Journal
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• v.22 no.1
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• pp.41-60
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• 2020

The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers' decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers' utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as 'not preferred' and 'not able to buy'.

• 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 Distribution Science
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• v.14 no.9
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• pp.15-24
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• 2016

Purpose - Key account management is a supplier company initiated relational approach that has received great attention from both academics and practitioners manifested in the business-to-business relationship literatures. However, there is widespread debate and contention on what should be the underlying theoretical base for defining this vital part of relationship marketing. With the insights from the social exchange theory, present paper explores how social exchange affects the dynamic nature of key account management relationship at the organizational level. Research design, data, and methodology - The paper follows a comprehensive review approach to examine the relationship between social exchange theory and key account management approach. Conceptual arguments and findings are assessed across studies with the main objective of showing how social exchange theory develops the governance mechanism in maintaining the key account relationship. Results - Since relational norm is considered as a glue for the maintenance of buyer-seller relationship in social exchange theory, factors develop the non-contractual governance mechanism 'relationship' in business-to-business relationship and this norm replaces or supplements more formal governance mechanisms such as contracts are explored. Conclusions - This paper advances central relational norm to manage the company's most important key customers and demonstrates how this norm can be developed in buyer-seller key account relationship. Implications from this new perspective are forwarded.

• Journal of Information Technology Services
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• v.12 no.2
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• pp.1-12
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• 2013

A new form of software piracy known as digital piracy has taken the spotlight. Lost revenues due to digital piracy could reach 2,500 billion won in year 2010 alone. This paper examines the causal relationships among the attitude toward digital piracy, subjective norm, economic gain, political efficacy, school policy, etc, in a university setting. Results from survey responses indicate that the social norm and economic gain affect the attitude toward digital piracy, and that school policy influences the subjective norm as well as political efficacy. But, contrary to our expectation, political efficacy has been found to have no impact on the social norm and economic gain. Prior learning experiences have been shown to affect economic gain, but not the subjective norm. As a conclusion, the academic and practical implications of these findings are discussed.

• KDI Journal of Economic Policy
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• v.36 no.2
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• pp.175-196
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• 2014

This paper is a theoretical attempt to analyze and understand Yeonjulmang and Yeongyeolmang, which are terms for social networks with negative and positive connotation respectively in Korean Sociology. To do that, we analyze a social network where unilateral help are reciprocated. A social network in this context is a network where the past behaviors of its members are transmitted. With the information how the members behaved before, a social norm can emerge in the network, which facilitate the indirect reciprocation of unilateral help. In this norm, an agent's helping now will be rewarded by his being helped in the future. Since the reward happens in the future, this norm may not be sustained even if it is efficient. To sustain the reciprocation of the help, a norm can evolve to punish the violation of the norm more severely. If the punishment becomes too severe, the reciprocation of the help can be sustained even if it is not efficient any more in that the cost of help exceeds the benefit. If we allow the exit of the network, members have incentive to do it as belonging to the network is not beneficial any more. Then the social network may collapse. To avoid the collapse of the network, the exclusive norm, which exclude even mutually beneficial relationship with outsiders, may emerge. This can explain the emergence of Yeonjulmang, or a closed network, which is inefficient in double senses; 1) it may sustain inefficient reciprocation of help, and 2) the mutually beneficial relationship is excluded between an insider and an outsider of the network.

• The Journal of the Korea Contents Association
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• v.16 no.8
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• pp.97-106
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• 2016

The results of advanced studies which handled the relationship between social norm and intention to use illegal download don't match exactly. This study determined that the reason why the results of advanced studies are confused is, that moderator variables play important roles. For this reason, this study planned to test for significance of moderators consisting of attitude to copyright law(A) and perceived price importance at time of purchase(B). To achieve this, the present study divide social norm into two norms(subjective norm and group norm) and set up hypotheses on the moderating effects of two variables(A, B) between these two norms and intention to use the illegal download. The results show that all but one hypotheses are accepted. The other moderating effect hypothesis which is consist of subjective norm and attitude toward copyright law is rejected. This means that the effect of group norm on intention to use illegal download is moderated by attitude to copyright law. Also, this result means the effects of group/subjective norm on intention to use illegal download is moderated by the perceived price importance at time of purchase.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1148-1161
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• 2012

This study investigates the effect of site characteristics in fashion social commerce and SNS subjective norms on the attitude of consumers towards social commerce and their purchase intentions for fashion products. In addition, this study tests consumer responses through a comparison of a group purchase mall versus a private mall. Respondents are limited to consumers aged 20 to 39 who have recently purchased fashion products through social commerce over the last month. Four hundred samples were used for the final analysis. Descriptive statistics, Cronbach's alphas, a confirmatory factor analysis, and a structural equation modeling analysis were conducted. The results are as follows. Product value, convenience and SNS subjective norms without trust significantly influenced the consumer attitude towards social commerce, and the attitude of consumers positively influenced the purchase intentions of fashion products. In the group purchase mall, only convenience affected the attitude of consumers; in the private mall, product value, convenience and SNS subjective norm had an effect on the attitude of consumers. In addition, the SNS subjective norm positively influenced purchase intentions directly as well as indirectly. Social commerce ought to offer product value and create a simple and convenient design to raise the purchase intentions of fashion products; in addition, they should use SNS functions to inform consumers of social commerce. It is imperative to implement different marketing strategies according to social commerce type.

• Korean Journal of Culture and Social Issue
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• v.27 no.3
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• pp.217-236
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• 2021

The present study examined the mediating role of the subjective norm about social distancing in the relationship between individuals' collectivistic orientation and their social distancing behavior during the early COVID-19 crisis in Korea. A total of 445 South Korean adults residing in Korea participated in a survey during which level 2 to 2.5 prevention policies were being enforced. Results indicated, as expected, that collectivism positively predicted the perceptions of subjective norm that supports social distancing, which in turn predicted positively individuals' participation in social distancing as prescribed by the central government. This result emerged regardless of the individuals' perception of personal vulnerability to COVID-19. We discuss implications of these findings and directions for future research regarding the link between individualism-collectivism and the behavioral immune system, along with the role of social distancing in effectively curbing the spread of corona virus during the pandemic.

• 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.