• 마케팅과학연구
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• 제19권1호
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

• Journal of Nutrition and Health
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• 제56권1호
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• pp.112-121
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• 2023

Purpose: Eating behaviors are influenced by food environments, such as availability and/or accessibility of healthy food options. In this study, we examined the relationship between healthy eating-out options and the intention to eat healthily in adults residing in Daqing, China, using an extended theory of planned behavior (TPB). Methods: Data were collected via an online survey conducted from April to May 2021 using a previously validated questionnaire in Daqing. A total number of 308 subjects aged 18-64, either Daqing oilfield workers or their family members were eligible and finally included in the analysis. The relationships among the attributes and the quality of healthy eating-out options, the three major constructs of TPB, and the intentions of healthy eating were examined using multiple linear regression analyses. Results: Subjective norms (p = 0.049) and perceived behavioral control (PBC) (p = 0.000) were significantly related to the healthy eating intention. The quality and attributes of the food served statistically significantly explained the intention to eat healthily. After controlling for age, sex, and body mass index, not the quality but the attributes of food served (p = 0.037), subjective norms (p = 0.016), and PBC (p = 0.000) had a significant relationship with the intention to eat healthily. The model explained 83.7% of the variance. Conclusion: The healthy eating-out choices, along with subjective norms and PBC of TPB, may be a potential determinant of healthy eating intention among Chinese adults living in Daqing, China. Policy implications have highlighted that not only the personal intention to eat healthy foods, but also the available healthy food environment may be important for the choice of healthy options by the population of interest. Therefore, building an environment for healthy eating choices and campaigns aimed at increasing consumer awareness of healthy eating are equally important for a smart eating choice.

• 벤처창업연구
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• 제19권1호
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• pp.33-53
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• 2024

본 연구는 창업관심과 창업의도의 영향관계를 파악하여 대학생이 창업을 결심하기까지의 전주기 과정을 이해하려는 목적을 지닌다. 즉 창업활동에서 비롯된 개인의 창업관심과 자녀의 창업에 대한 부모의 창업관심이 창업의도에 영향을 끼치는지를 탐색한 연구이다. 이를 위해 계획적 행동이론의 구성요소인 창업에 대한 태도, 주관적 규범, 지각된 행동통제를 매개변수로 설정하였으며, 창업자기효능감은 조절변수로 설정하여 요인 간 영향관계를 알아보고 각 요인이 미치는 중요도에 대해서도 고찰하였다. 또한 본조사에서 국내 대학생 300명을 대상으로 설문지를 회수하였으며 그중에서 불성실한 응답 18부를 제외하여 총 282부의 데이터를 추출하고 SPSS 26과 AMOS 26을 통해 분석하였다. 연구의 주요한 결과를 요약하면 다음과 같다. 첫째, 본인의 창업관심은 창업에 대한 태도, 주관적 규범, 지각된 행동통제를 매개로 창업의도에 유의미한 영향을 끼친 것으로 나타났다. 따라서 향후 대학생 창업교육은 계획적 행동이론의 구성요소를 적용하여 교육의 효과성을 높일 수 있도록 해야 하며, 대학생이 창업관심을 가질 수 있도록 다양한 창업활동을 제공해야 할 것이다. 둘째, 부모의 창업관심은 주관적 규범, 지각된 행동통제에 유의미한 영향을 끼치는 것으로 나타났다. 이는 부모가 자녀의 창업활동에 관심이 있더라도 이러한 관심이 호의적 태도로 필연적으로 이어지는 것은 아님을 의미한다. 그러나 주관적 규범, 지각된 행동통제에는 유의미한 영향을 주는 것으로 확인된 만큼 이와 연계될 수 있는 학부모를 대상으로 한 창업교육이 이루어진다면 대학생들의 창업관심과 창업의도를 높일 수 있을 것이라 기대된다.

• 벤처혁신연구
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• 제7권1호
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• pp.201-223
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• 2024

창업과 관련된 연구는 비교적 활발하게 이루어지고 있는 편이다. 본 연구에서는 비교적 연구가 적은 청년을 대상으로 한 창업과 관련하여 창업의도에 미치는 영향에 대해 실증 분석을 하였다. 특히 창업 멘토링의 역할에 대해 규명하고자 했다. 이를 위해 전국의 청년을 대상으로 설문조사를 하였고 이중 유효한 250부를 구조방정식 검정하였다. 실증분석 결과는 다음과 같다. 직무스트레스, 주관적 규범, 지각된 행동통제는 청년 창업의도에 유의한 정(+)의 영향을 미쳤다. 기술적 제약은 청년 창업의도에 유의한 부(-)의 영향을 미쳤다. 반면 미래불확실성과 실패부담감은 유의성이 검정되지 않았다. 청년 창업의도에 미치는 영향력의 크기는 지각된 행동통제, 직무스트레스, 기술적 제약, 주관적 규범 순이었다. 창업 멘토링을 받지 않은 집단이 창업 멘토링을 받은 집단보다 직무스트레스, 주관적 규범, 기술적 제약이 창업의도에 미치는 영향이 큰 것으로 나타났다. 본 연구 결과는 학술적으로는 PPM(Push-Pull-Mooring)과 TPB(Theory of Planned Behavior)를 결합한 모형의 창업분야 연구의 유용성을 검정한 것이며, 실무적으로는 창업 멘토링은 청년 창업의도에 미치는 부정적인 요소의 영향력을 감소시키는 효과가 있는 것을 밝혔다는데 의의가 있었다.

• The Journal of Asian Finance, Economics and Business
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• 제7권7호
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• pp.311-321
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• 2020

This paper aims to investigate the effect of the factors on the e-invoice at its infant stage of adoption in the context of Vietnam. Data were collected by using a questionnaire delivered to 318 participants who are managers and accountants of companies in Vietnam from June to September 2019. The statistical methods approaches are employed to address the research issues including Cronbach's Alpha testing, Explanatory Factor Analysis (EFA), and Confirmation Factor Analysis (CFA). Then, Structural Equation Modeling (SEM) is employed to assess the proposed hypotheses model of e-invoice adoption in Vietnam. The research findings showed that direct factors have a statistically significant impact on the e-invoice adoption towards behavior, and perceived behavioral control. Perceived usefulness and perceived ease-of-use positively affect attitude towards the behavior. These factors, in turn, are impacted by perceived compatibility. Based on the research results, some practicable suggestions are proposed in order to boost the number of Vietnamese enterprises voluntarily adopting e-invoice. This study indicates the important impacts of the user's attitude and perception about control ability on intention to use. In addition, some key intuitive recommendations were proposed aiming to improve the success of the e-invoice adoption of enterprises in the context of Vietnam.

• 서비스연구
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• 제5권2호
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• pp.149-159
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• 2015

논문에서는 SNS 사용자들이 SNS를 통하여 자신의 갈등을 해결하려는 성향을 보이는지 확인하기 위하여 아젠(Ajzen)의 계획된 행동이론(TPB)을 근거로 연구모형을 구성하여 SNS 사용자 유형, 서비스 이용방식, 갈등유형이 SNS 사용자의 갈등해결 의도와 성향에 영향을 미치는지 확인하였다. 연구 결과, SNS 서비스를 적극적으로 이용하는 사용자일수록, 개인과 개인 간의 갈등이 높은 사용자일수록 SNS를 통하여 자신의 갈등을 해결하려는 성향을 보인다는 것을 확인할 수 있었다.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.1011-1017
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• 2021

An effective measure to prevent the spread of COVID-19 is wearing masks in public places. This solution is highly recommended in many countries all over the world. The objective of this study is to identify the antecedents of citizens' intention to purchase masks during the COVID-19 pandemic. Based on the theory of planned behavior (TPB), the current study analyzes attitudes toward mask-purchasing, subjective norms, and perceived behavioral control, to assess their impact on intention to purchase masks. In total, six variables are examined: attitude toward mask-wearing, subjective norms, perceived behavioral control, perceived severity, perceived susceptibility, and the intention to wear masks. Data are collected from 243 respondents in Ho Chi Minh City, Vietnam. They were processed through by factor analysis and multiple regressions. The results report that all three factors positively affect citizens' intention to buy masks in the following ascending order: Attitude toward mask-purchasing, subjective norms, and perceived behavioral control. Our study is the first research that applies TPB to investigate citizens' intention to purchase masks to during the COVID-19 pandemic. Moreover, this study provides guidelines to the Vietnamese public managers to combat COVID-19 through the purchase of masks. Shopkeepers would be well advised to observe the intentions of consumers toward masks.

• Asian Pacific Journal of Cancer Prevention
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• 제15권19호
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• pp.8461-8467
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• 2014

Background: In this study we investigated factors influencing cancer screening intention and behavior to develop measures to increase the rate of cancer screening in the Korean elderly. Materials and Methods: Participants included 425 elderly subjects 65 years of age or older from D city, South Korea. The health behavior characteristics and cancer screening-related and theory of planned behavior (TPB) factors influencing the participant attitudes on cancer screening were examined to identify determinants significantly affecting cancer screening intentions and behavior. Results: Predictive factors influencing cancer screening behavior included smoking, exercise, cancer concerns, preference for the type of cancer screening, prior experience with the National Cancer Screening Program, perception of the National Cancer Screening Program, behavioral control with respect to cancer screening and cancer screening intentions. The factors influencing cancer screening behavior were different from those for cancer screening intentions. Conclusions: Increasing the cancer screening intentions of the elderly is necessary to raise the rates of cancer screening. Additionally, identifying the inhibitory factors that serve as obstacles to cancer screening in the elderly and changing screening intentions into actual screening behavior is necessary. This study provides a reference for developing and applying policy measures and intervention strategies to increase the cancer screening rates of the elderly in Korea.

• 한국콘텐츠학회논문지
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• 제10권3호
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• pp.271-281
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• 2010

이 연구는 계획된 행동이론(TPB)을 적용하여 일상생활수행에 제한이 있는 노인 환자들의 자발적 재활운동 행위의 실천에 영향을 주는 예측인자를 분석하고자 부산 경남지역 노인전문병원에 입원한 노인 중일상생활수행에 제한이 있는 350명을 대상으로 1차 설문조사를 실시하였다. 1차 설문자 중 316명에 대해 4주간의 재활운동교육을 시행하고 2주후 재활운동 실천 행위를 확인하기 위해 2차 설문조사를 하였다. 연구결과 재활운동행위에 대한 의도에 미치는 영향력은 태도(.61), 지각된 행위통제(-.56), 주관적 규범 (.27) 순이었으며, 운동행위 실천에 대해 의도는 유의하였으나, 지각된 행위는 유의하지 않아 선행연구결과와 차이가 있었다. 본 연구에서 태도가 지각된 행위통제에 비하여 의도를 더 잘 예측하는 것으로 나타났는데, 이는 노인일수록 주관이 강하고 자신의 생각을 쉽게 바꾸지 않는 성향에 따라 태도가 의도로 표출되는 것이므로 재활운동행위의 실천을 유도하기 위해서는 다양한 교육을 통한 긍정적인 건강신념을 가지게하는 것이 우선되어야 최대 효과를 기대할 수 있을 것으로 생각된다.

• 성인간호학회지
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• 제13권4호
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• pp.610-619
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• 2001

Purpose: The purpose of this study was to verify the effectiveness of the model based on the TPB, behavior-related theories, and exercise-related empirical studies in predicting exercise intention and behavior. Methods: The subjects who participated in this study were 152 middle-aged women. The data were analyzed by use of SAS PC program and LISREL 8.12a program. Results: 1) The overall fit of the hypothetical model to the data was acceptable ($\chi^2$ 24.01(p=0.0043), $\chi^2/df$ 2.67, RMSEA 0.11, standardized RMR 0.04, GFI 0.97, AGFI 0.84, NFI 0.95, NNFI 0.85). 2) Affect, subjective norm, perceived behavioral control and habit were significant determinants of the exercise intention. Attitude and facilitating conditions were not significant determinants. These six variables explained 43% of the total variance of the exercise intention. 3) Perceived behavioral control and habit were significant determinants of the exercise behavior. Intention and facilitating conditions were not significant determinants. These four variables explained 95% of the total variance of the exercise behavior. Conclusion: This study shows the model's applicabiltiy in explaining exercise behavior of middle-aged women, and suggests that we should focus on perceived behavioral control and habit rather than intention to improve exercise behavior of middle-aged women.