• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.371-381
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• 2020

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1053-1064
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• 2021

The objective of this research is to empirically study public servant knowledge sharing intention by implementing the Theory of Planned Behavior (TPB) of the Sustainable Development Goals (SDGs). The researcher proposes an extended TPB combined with a perceived environmental concern variable as a determinant of behavioral intention. A total of 150 questionnaires were distributed among civil society and the public sector at the district level in the Central Kalimantan Province of Indonesia. Collectively, 126 inquiries were received. A Partial Least Squares (PLS) analysis was applied to analyze and test the research model and hypothesis. The results show that all of the components of the TPB significantly influenced perceived SDG realization. The findings also partially show that knowledge sharing intention mediated the effect of attitude, perceived behavioral control, and perceived environmental concern on SDG realization. This study confirms that perspectives that affect knowledge sharing intention among public sectors could be approached based on the offered model. Hence, the local government can implement the suggestion offered in this research. The originality of this paper lies in the fact that this study discloses factors affecting knowledge sharing among public servants.

• Asia pacific journal of information systems
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• v.33 no.2
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• pp.298-317
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• 2023

This study is about the attitudes and intentions of consumers considering the usage of O2O application (app) under the COVID-19 situation. By integrating TAM and TPB as a theoretical background, we selected VPC (various product choice) and PII (product information intensity) as new functional external variables that have a positive effect on new system called O2O commerce. We also applied the transaction cost theory to investigate the obstacle of O2O business. We conducted a survey of consumers in large cities in the Korean market. As a result of this study, it was found that the more O2O app users recognized the influence of SN (subject norms), the more useful O2O app was, the more it led to a change in attitude and usage intention was positively significant. In addition, as the O2O app was easy to use and useful, and the SN was recognized, the user's attitude was positive. On the other hand, it was also found that the transaction cost that consumers have to pay had a negative effect on usage intention. Additionally, VPC and PII have been shown to positively influence on usefulness of O2O apps.

• Korean Journal of Organic Agriculture
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• v.24 no.1
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• pp.29-44
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• 2016

The major purpose of this study was analyzing of farmer's intention in related to organic agriculture by using of the Theory of Planned Behavior (TPB). Farmers of Chungchung Province (n=164) were administered a questionnaire survey that measured TPB constructs. The data and hypotheses were analyzed using multiple regression and confirmatory factor analysis by SPSS 21.0 and AMOS 21.0. Results showed that attitude, subjective norms, and perceived behavior of control were all positively related to farmer's intention of organic agriculture and explained power of the model was relatively high which was 51 percent. Also the results of the analysis showed that the subjective norm was a key dimension of farmer's intention in terms of standardized coefficient. The study demonstrated that the reduced theory of planned behavior was fit for factors of farmer's intention. The meaning of the study and implications for future studies were discussed.

• Knowledge Management Research
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• v.16 no.1
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• pp.55-69
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• 2015

Employees' knowledge contribution is one of the critical activities that maximize internal capability of the firm and facilitate organizational innovation by sharing scattered internal knowledge. This study integrates antecedents of knowledge contribution based on the theory of planned behavior(TPB). Utilizing TPB as a theoretical framework, expected reciprocity, subjective norm, and self-efficacy's direct effects on knowledge contribution were assessed. Additionally, interaction effects among expected reciprocity, subjective norm, and self-efficacy were explored. As the results of analysis, all the antecedents significantly influenced knowledge contribution. Interestingly, when the knowledge source's self-efficacy was high, the influence of expected reciprocity on knowledge contribution was decreased. Similarly, when the knowledge source's subjective norm for knowledge contribution was high, expected reciprocity's effect was weakened. This implies that when facilitating knowledge contribution, interaction effects among antecedents of knowledge contribution, as well as their direct effects, should be considered.

• Journal of Digital Convergence
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• v.11 no.1
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• pp.89-97
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• 2013

After introducing iPhone in Korea, the craze for iPhone was perceived to be extraordinaire phenomenon and the mobile businesses and researchers paid attention to it. This research purposes to explore more predictive model that explain to adopt the smartphones in Korea. This research show that all of models, TPB, TAM and the integrated model, are significant to explain intention to use the smartphones. TPB explains the higher than TAM, and the integrated model explains the slightly higher than TPB. These results suggest that researcher explore and build the more predictive model that comprise social influences and personal attributes than TAM that is employed broad to study new information communication systems and devices.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.605-614
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• 2016

Many Korean colleges funded by the Korean government have actively implemented LINC (Leaders INdustry-university Cooperation) programs to facilitate practical training since 2012. The LINC programs have two major different categories, a technologically and innovative focused program and a field-centered program. A number of studies have applied the TPB (Theory of Planned Behavior) model proposed by Fishbein and Azjen successfully to predict the behavioral intention in many areas, such as marketing, environmental purchasing, and technology, etc. On the other hand, few studies have applied the TPB within industry-university cooperation settings. The purpose of this study was to empirically test the applicability of the TPB model in predicting the employees' participation in LINC programs. To investigate the study's purpose, a closed-ended questionnaire, composed of a total of 32 questions based on previous studies, was developed, and the data from 115 out of 132 employees in the participating companies of LINC were utilized. Specific analysis of the study showed that the attitudes, subjective norm, and perceived behavioral control were significant predictors of the LINC intention. In addition, the LINC intention was a significant predictor of the participation in LINC.

• Journal of the Korean Society of School Health
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• v.36 no.1
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• pp.9-19
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• 2023

Purpose: The purpose of the study was to identify the factors affecting the practice of COVID-19 infection preventive behaviors in university students focusing on the extended health beliefs model (HBM) and the theory of planned behavior (TPB). Methods: Data was collected from November 1, 2021 to November 30, 2021. The participants were 180 university students at 3 universities. The data was analyzed through the independent t-test, one-way ANOVA, Scheffé test, Pearson's correlation coefficient, and multiple regression by using SPSS/WIN 24.0. Results: In the first stage of hierarchical regression analysis, it was shown that perceived barrier and self-efficacy, among the HBM variables, were significant factors, explaining 18.4% of the infection preventive behaviors (F=7.73, p<.001). In the 2nd stage, it was shown that self-efficacy, among the TPB variables, was a significant factor, explaining 15.3% of the infection preventive behaviors (F=11.80, p<.001). In the 3rd stage, it was shown that perceived barrier and self-efficacy, among the HBM and TPB variables, were significant factors, explaining 18.5% of the infection preventive behaviors (F=6.08, p<.001). Conclusion: When an effective infection preventive behavior program is developed and provided for students to improve their self-efficacy and reduce perceived barrier based on the results, it will contribute to the improvement of infection prevention behaviors among university students.

• The Journal of Korean Society for School & Community Health Education
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• v.9 no.2
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• pp.15-31
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• 2008

Objective: This study is a quasi-experimental study by nonequivalent control group pretest-posttest design, performed in order to identify whether the program developed on the basis of Ajzen(1988, 1991)'s theory of planned behavior (TPB) for predicting the safety behavior of students of department of dental technology affects intention toward safety behavior and general behavior. Therefore, the purpose of this study is to identify whether the safety education in laboratories in which knowledge is reinforced on the basis of the TPB theory affects safety behavior. Methodology: The theoretical framework of this study was established on the basis of the TPB by Ajzen(1988, 1991). This study was performed between May 20 and December 5, 2006, and the subjects included 101 in the experimental group and 98 in the control group, a total of 199. The experimental group was educated through six 50-minute sessions (twice a week) for three weeks. The experimental group was pretested, educated, and then asked to answer the pro-questionnaire after finishing the sixth session, but the control group was free from intervention. The research tool in this study was developed by the authors with reference to the process of tool development used in Schifter and Ajzen (1985) based on Ajzen and Fishbein(1980)'s tool development guide. Results: The data were analyzed through SPSS 14.0 version. The reliability test of attitude, subjective norm, perceived norm, intention, and behavior toward safety behavior as TPB variables was calculated of Cronbach's alpha coefficient, and general characteristics and the homogeneity test of the experimental and the control groups were analyzed through t test and $X^2$ test. According to the results of the analysis, the experiment group may be higher than the control group after the safety education in the scores of attitude, the subjective norm, the perceived norm, and the intention toward safety behavior as TPB independent variables showed no significant difference, but there was significant difference in the behavior and the knowledge. Meanwhile, according to the results of the pretest and posttest, eleven items in the experimental group and two items in the control group showed significant difference in the behaviors, and twelve in the former and four in the latter were significantly different in the knowledge. Conclusion: The safety education program developed on the basis of TPB was identified to enhance safety behavior and knowledge. Therefore, the safety education program used in this study for students of department of dental technology may be utilized as database for safety education in the department of dental technology.

• Asia pacific journal of information systems
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• v.14 no.3
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• pp.145-167
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• 2004

Given the increasing of adoption of the SCM(Supply Chain Management), especially in small and medium-sized enterprises, this study aims at identifying the key influencing factors of small and medium-sized enterprises' SCM adoption. Based on prior research on innovation diffusion theory, TPB(Theory of Planned Behavior), and IT/EDI adoption in various organizations, a model of SCM adoption has been developed and empirically tested hypotheses based on the model. The model was tested using LISREL analysis on the sample collected from 127 small and medium-sized enterprises' top management. The results show that perceived behavioral control is found to have a significant positive effect on adoption intention, and attitude and subjective norm are also important determinants of SCM adoption intention in small and medium-sized enterprises. Implications of these findings are discussed for researchers and practitioners.