• Culinary science and hospitality research
• /
• v.13 no.4
• /
• pp.45-56
• /
• 2007

The purpose of this study was to measure the causal relationships among affective belief, ambivalence, subjective norm, attitude, intention to consume and meat consumption. A total of 318 questionnaires were completed. The structural equation model was used to measure the causal effects among constructs. The results demonstrated that the confirmatory factor analysis model provided excellent model fit. The proposed model yielded a significantly better fit to the data than the baseline model. The effects of affective belief, ambivalence and subjective norm on attitude were statistically significant. The effect of subjective norm on intention was statistically significant. As expected, subjective norm and attitude had significant effects on meat consumption. Moreover, affective belief, ambivalence and subjective norm had indirect influences on meat consumption. Subjective norm also had an indirect influence on intention. The overall findings offered strong empirical support for the intuitive notion that improving the level of attitude toward eating meat can increase favorable intentions and decrease unfavorable intentions to reduce future meat consumption.

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

• Journal of the Korean Society of Food Culture
• /
• v.22 no.5
• /
• pp.582-589
• /
• 2007

The purpose of this study was to measure the causal relationships among affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal relationships among the constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The effects of affective belief, environmental belief and subjective norm on attitude were statistically significant. The effects of affective belief, environmental belief and subjective norm on meat consumption were statistically significant. As expected, attitude had a significant effects on behavioral intention. Moreover, attitude played a mediating role in the relationship between affective belief and meat consumption, environmental belief and meat consumption, subjective norm and meat consumption. Consumption played a mediating role in the relationship between attitude and behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among affective belief, environmental belief, subjective norm, attitude, meat consumption and intention. It should be noted that the original model was modified and should, preferably, be validated in future research. Other variables may be incorporated to form models that consist of new antecedent and consequence pairs.

• Knowledge Management Research
• /
• v.12 no.5
• /
• pp.71-87
• /
• 2011

This study focuses on influencing factors of TAM on personality, subjective norm and then examines the relationship between influencing factors such as KMS usage and system performance. The survey was collected from KMS users by e-mail and on-line questionnaire. Finally, 206 questionnaires were chosen for the analysis of data. It was analyzed by SPSS and AMOS for the frequency analysis, reliability analysis, CFA(Confirmatory Factor Analysis) and SEM(Structural Equation Modeling). The results were as follows. First, subjective norm is found to be especially important to KMS usage. Second, Extraversion positively moderated the relationship between subjective norm and perceived usefulness. Third, KMS usage is significant to personal performance such as knowledge growth, decision making and the ability of problem solving. This study proposed that the usage of Knowledge Management System positively contributes to the improvement of personal performance.

• Korean Journal of Human Ecology
• /
• v.17 no.1
• /
• pp.141-150
• /
• 2008

The purpose of this study was to assess the causal relationships among hedonic belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal effects of constructs. Results of the study demonstrated that fit of the restricted baseline model is significantly worse than that of the unrestricted proposed model, in which more parameters are estimated. The effects of hedonic belief, ambivalence and subjective norm on attitude were statistically significant. The effects of hedonic belief, subjective norm and attitude on meat consumption were statistically significant. The effect of attitude on intention was statistically significant. Moreover, attitude played a mediating role in the relationships between hedonic belief and meat consumption, between ambivalence and meat consumption, and between subjective norm and intention. This study suggested that the consumer decision-making process for eating meat products is best modeled as a complex system that incorporates both direct and indirect effects on meat consumption. This study believed the evidence presented supports this position. Moreover, this study appeared to be a worthy area of pursuit.

• Journal of the Korean Society of Food Culture
• /
• v.23 no.3
• /
• pp.328-335
• /
• 2008

The objective of this study was to evaluate the causal relationships among environmental belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. A structural equation model was employed to assess the causal effects of constructs. The results of the study demonstrated that the structural analysis results for the data also indicated excellent model fit. The effects of environmental belief, ambivalence, and subjective norm on attitude were statistically significant. The effects of environmental belief, subjective norm and attitude on meat consumption were statistically significant. The effects of attitude on intention were statistically significant. As had been expected, intention exerted a significant effect on meat consumption. Moreover, environmental belief and ambivalence exerted significant indirect effects on meat consumption through attitude. Subjective norm exerted a significant indirect effect on meat consumption through attitude and intention. Subjective norm also exerted a significant indirect effect on intention through attitude. In developing and testing conceptual models which integrate the relationship among behavioral belief, attitude variable, behavioral intention and meat consumption, this study may approach a deeper understanding of the complex relationship among meat consumption behavior-related variables. Greater understanding of the complex relationship among meat consumption behavior-related variables can improve the practical or managerial diagnosis of the problem and opportunities for different marketing strategies including meat production and meat product development and marketing communication.

• International Journal of Internet, Broadcasting and Communication
• /
• v.15 no.4
• /
• pp.51-60
• /
• 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 Digital Convergence
• /
• v.10 no.4
• /
• pp.147-157
• /
• 2012

In this study, User intention also factors that Consulting application and Subjective norm, Task media fit factors also impact on User intention was examined. In this process, especially Subjective norm and Task media fit of SNS in each dimension to User intention about the impact of Consulting application was in each carried out to examine the mediating effect. The test result used in this study the Subjective norm, Task media fit and Consulting application in a significant positive(+) User intention also was effective. And verifying the results of the mediating effect of Consulting application, Subjective norm and Task media fit has proven to be effective in all parameters. The results of such individuals or companies with Consulting application of SNS. SNS Subjective norm and Task media fit are aware of the factors influencing the Strategy envisions an appropriate response, such as to provide Suggestions.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.15 no.1
• /
• pp.29-41
• /
• 2019

The purpose of this study examined how post-traumatic stress, caused when internet users in web portal or social media are defamed in cyberspace, influence on coping behaviour, through the Theory of Reasoned Action's two major factors: Attitude on behaviour and subjective norm. In so doing, it aims to provide a technical and political solution that would fundamentally prevent future victims in cyberspace. In an effort to examine its research theory, a survey was conducted on people who have had the experience of being defamed in cyberspace. The results showed, first, hypersensual has no significant influence over attitude on behaviour and subjective norm. Second, intrusion has no significant influence over attitude on behaviour and subjective norm. Third, avoidance showed significant influence over attitude on behaviour and subjective norm. Fourth, attitude on behaviour and subjective norm showed significant influence on behaviour. This study has both theoretical and practical significance; Unlike previous studies on cyber defamation with qualitative research method, this study employed quantitative method through theory-based approach. In other words, the researcher did not arbitrarily set variables, but utilized the Theory of Reasoned Action for examination.

• Journal of the Korean Society of Food Culture
• /
• v.23 no.3
• /
• pp.301-307
• /
• 2008

The purpose of this study was to assess the causal relationships among belief, subjective norm, moral feeling, attitude, and the intention to consume organic beef. A total of 326 questionnaires were completed by adult in Jeonnam area. Structural equation modeling was used to measure the causal relationships among the constructs. The structural analysis results indicated an excellent model-data fit. The covariance effects of belief and subjective norm, and belief and moral feeling were statistically significant. The effects of belief and moral feeling on attitude and intention to consume were also statistically significant. As expected, attitude had significant effects on intention to consume. Moreover, attitude played a mediating roles in the relationship between belief and intention to consume. Finally, based on structural analysis, a model was proposed for the interrelations among belief, subjective norm and moral feeling towards organic food, attitude and intention to consume. It should be noted that the original organic food consumption model was modified, and should preferably be validated by future research. Other constructs, such as perceived behavior control and consumption, may be incorporated to form models that consist of new antecedent and consequence pairs.