• 한국심리학회지 : 문화 및 사회문제
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• 제29권3호
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• pp.275-304
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• 2023

본 연구는 계획행동이론과 균형이론을 적용하여 디지털 게임이용행위의 기제를 살펴보고자 하였다. 태도, 주관적 규범, 지각된 행위통제감이 디지털 게임 이용의도에 미치는 영향력을 확인하고, 개인과 중요한 타인, 디지털게임 간의 균형 상태에 따라 계획행동이론 모형 적용의 차이가 존재하는지 살펴보고자 하였다. 2021.10.21.~25 사이에 온라인 설문조사를 통해 총 315건의 성인 PC게임 이용자 응답을 수집했으며 이를 중다회귀분석으로 분석했다. 분석결과 태도와 지각된 행위 통제감은 지속이용의도에 정적인 영향을 미쳤으나 주관적 규범은 유의한 영향을 미치지 않았다. 균형 관계에 따라 집단을 균형, 무균형, 불균형으로 구분하고 집단별로 계획행동이론 모형을 적용한 결과 균형관계가 불균형, 무균형인 경우 지각된 행위 통제감과 태도가 지속이용의도에 정적인 영향을 미쳤으나, 균형인 집단에서는 태도만 지속 이용의도에 정적인 영향을 미쳤다. 본 연구는 디지털 게임이용행위에 대한 개인의 심리적 요인과 타인의 영향을 함께 살펴봄으로써 디지털 게임 이용자에 대한 이해에 기여한다는 의의가 있다.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.239-251
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• 2022

본 연구는 계획된 행동이론 해체모델을 적용하여 틱톡 라이브 커머스 이용자의 구매 행동을 살펴보았다. 이를 위해 구매 의도의 선행 요인인 태도, 주관적 규범, 지각된 행동통제에 영향을 미치는 신념 구조를 라이브 커머스의 특성에 맞춰 다차원으로 구성하였다. 아직 초기 단계에 있는 한국의 라이브 커머스에 비해 성숙기에 다다른 중국의 라이브 커머스 환경을 고려하여, 중국 내 틱톡(더우인) 라이브 커머스 구매 경험이 있는 중국 이용자 512명에 대상으로 설문조사를 실시하였다. 주요 연구 결과는 다음과 같다. 첫째, 틱톡 라이브 커머스 이용자들의 태도, 주관적 규범과 지각된 행동적 통제는 모두 구매 의도에 유의미한 정적인 영향을 미치는 것으로 나타났다. 둘째, 태도에 미치는 신념 요인의 영향은 지각된 유희성, 지각된 유용성, 상호작용성 순으로 나타났으며 지각된 용이성은 유의미한 영향을 미치지 않는 것으로 나타났다. 셋째, 친구는 주관적 규범에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 자기효능감은 지각된 행동 통제에 대해 유의미한 영향을 미치지만 촉진 조건은 그렇지 않은 것으로 나타났다.

• 한국웰니스학회지
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• 제6권3호
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• pp.13-21
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• 2011

The purpose of this study was to examine the potential predictors of leisure behavior intention using the theory of planned behavior(TPB). A convenience sample of 369 participants was obtained from university students in Korea and America. For the purposes of this study, potential predictors of leisure behavior intention were selected from the following categories: attitude, subject norm, perceived behavior control, group conformity and face saving. In order to better understand the dynamics of the TPB process that influenced leisure behavior intention, this study used structural equation modeling(SEM) to test the TPB model. According to the results, attitude, subject norm, and perceived behavior control influenced to leisure behavior intention of both Korean and American university students and face saving influenced to leisure behavior intention of Korean university students. However, group conformity did not influence to leisure behavior intention of either Korean and American university students. For future study, more specific and decomposed factors are recommended to understand leisure behavior intention in theoretical way.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1095-1100
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• 2021

This study aims to analyze the factors that influence people's behavioral intentions to recycle waste and focus on people's perceptions of informal waste recycling. The low level of participation in the e-waste recycling process makes research on the factors that encourage household interactions in sorting waste or recycling waste a priority. The purpose of this study is to build a comprehensive model and examine the relationship between perceptions of informal recycling, implementation e-waste management, behavioral intention, convenience of recycling and perceived behavioral control. The framework is the Theory of Planned Behavior (TPB). The implementation variable e-waste management is used to mediate the relationship between the two constructs. Respondents in this study were cellular phone users who had changed their phones. The number of respondents in this study totaled 165, using the purposive sampling technique. Data analysis techniques in this study used PLS-SEM with WarpPLS version 6.0. The findings show that: (1) perception of informal recycling, e-waste management, and behavioral intention have a significant positive effect; (2) management of e-waste, perception behavioral control and behavioral intention have a positive effect; and (3) the implementation of e-waste management, which causes the convenience of recycling, will increase the intensity of behavior, indicating the results are rejected.

• 한국보건간호학회지
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• 제37권2호
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• pp.179-192
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• 2023

Purpose: This study aimed to examine the injury prevention behaviors of school-age children using the Theory of Planned Behavior (TPB) and sought to identify the associated factors. Methods: A sample of 199 students in Grades 3 to 6 and their parents participated in the study. Measures were used to assess injury prevention behaviors, intentions, and parental influence. The data were analyzed using logistic regression analysis. Results: The findings showed that a stronger intention toward injury prevention behavior, living in an urban area, and higher involvement of parent's to prevent injuries were significantly associated with higher levels of injury prevention behaviors among the children. Conclusion: This study highlights the importance of intention, parental influence, and urban residence in promoting injury prevention behaviors among school-age children. The findings suggest the need for tailored interventions targeting these factors to promote prevention of injuries among children. Further research is needed to develop comprehensive strategies to prevent injuries in this population.

• Asian Journal of Business Environment
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• 제6권4호
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• pp.5-12
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• 2016

Purpose - Not all firms are able to completely eliminate the risk arising out of the crisis. Success hides in the ability to perceive the market expectations accurately and take correct decisions. This study aims to analyze the firms' decisions at gross-root level. Research Design, Data, and Methodology - Primary data is obtained with the help of specially designed questionnaires from the agriproducts export firms that are members of export union of Turkey. The study is based on four theoretical structures: general planned behavior theory model, perception-leading behavior control and subjective norm model, perceived-behavioral-control leading perception and subjective norm models, and perceptions and subjective norms leading behavior control model. Structural Equation Models (SEM) is used to conduct the empirical analysis. Results - The findings show perceptions and subjective norms leading behavior control model as the best one, concluding that the environmental pressures and positive perceptions have significant effect on the strategic decisions of the agriproducts export firms. Conclusion - Policy tools like creating positive perception in the markets, providing sufficient information and financial support to the firms and increasing market competition can be used effectively to achieve the said objective.

• Nutrition Research and Practice
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• 제8권3호
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• pp.327-335
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• 2014

BACKGROUND/OBJECTIVES: The purpose of this study is to identify how level of information affected intention, using the Theory of Planned Behavior. SUBJECTS/METHODS: The study was conducted survey in diverse community centers and shopping malls in Seoul, which yielded N = 209 datasets. To compare processed foods consumption behavior, we divided samples into two groups based on level of information about food additives (whether respondents felt that information on food additives was sufficient or not). We analyzed differences in attitudes toward food additives and toward purchasing processed foods, subjective norms, perceived behavioral control, and behavioral intentions to processed foods between sufficient information group and lack information group. RESULTS: The results confirmed that more than 78% of respondents thought information on food additives was insufficient. However, the group who felt information was sufficient had more positive attitudes about consuming processed foods and behavioral intentions than the group who thought information was inadequate. This study found people who consider that they have sufficient information on food additives tend to have more positive attitudes toward processed foods and intention to consume processed foods. CONCLUSIONS: This study suggests increasing needs for nutrition education on the appropriate use of processed foods. Designing useful nutrition education requires a good understanding of factors which influence on processed foods consumption.

• 한국콘텐츠학회논문지
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• 제17권10호
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• pp.322-333
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• 2017

본 연구는 인간의 여러 가지 행동을 예측하는데 유용성이 입증된 계획된 행동이론의 모형에 따라 예비보육교사의 취업준비행동에 대한 영향요인을 규명하여, 교육적 차원 및 사회복지적 차원에서 예비보육교사의 취업지도 방안을 제시하고자 함이 목적이다. 본 연구모형에는 취업준비행동에 대한 태도, 주관적 규범, 지각된 행동통제, 행동의도, 취업준비행동 등 계획된 행동이론에서 제안한 제 요인들을 포함하였다. 수집된 자료를 분석한 결과, 취업준비행동에 대한 주관적 규범, 지각된 행동통제, 태도의 순으로 취업준비행동의도를 매개하여 취업준비행동에 대한 정적 영향을 미치고, 지각된 행동통제는 취업준비행동에 직 간접적인 영향을 미친다는 것을 알 수 있었다. 이를 바탕으로 주관적 규범, 지각된 행동통제, 태도의 수준을 높임으로써 예비보육교사의 취업준비행동을 증진 시킬 수 있는 방안을 제시할 수 있는 이론적 근거를 확보하였다.

• 한국IT서비스학회지
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• 제7권4호
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• pp.1-19
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• 2008

This study began with the proposition that, compared to the impulse buying in the conventional offline market, consumers will exhibit a different process of decision-making for impulse buying on the Internet as it has become easier to acquire information and purchase goods which are offered online like digital contents goods. To verify this roposition, this study attempted to find out the external and internal factors as that affect the impulse buying behavior by incorporating Theory of Planned Behavior In addition, this study seeks to confirm the role of alternative's attractiveness in terms of mediating between internal and internal factors affecting impulse buying. The major purpose of this study was to understand Impulse Buying Intention(IBI) for digital contents on the internet. The results of the this study showed that the behavior of impulse buying can be explained with the information searching in which the external factors for the marketing of digital contents affect the internal stimulation factors. It was also found that the impulse buying of digital contents on the Internet starts with non-planned impulse at the problem recognition stage, but planned decision-making will take over when it is proven to be effective with information searching.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.399-407
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• 2020

The paper examines social entrepreneurial intention through outcome expectations. The proposed model incorporates outcome expectations from social cognitive career theory and theory of planned behaviors. The study also introduces a scale for outcome expectations in social entrepreneurship, including solving social problems, innovation, family tradition of social involvement, meaning in life, prestige and social recognition, competitive and favorite job and wealth. A survey of 279 students was conducted through face-to-face structured interviews. The confirm factor analysis and technique of structural equation modeling were used to explore relationships among latent constructs. Research results show that the outcomes impact only through three determinants of theory of planned behavior and do not have significant impact to social entrepreneurial intention. It suggests that outcome expectations may be a flexible factor. Individual outcome expectations can shift to motivations when facing favorable conditions such as family support, government support, etc. The findings suggest that the ability to predict social entrepreneurial intention of attitude toward behavior, subjective norms, and perceived behavioral control. The proposed model in this study contributes importantly to the emerging literature on entrepreneurial intention, particularly to social entrepreneurial intention. This study is also the first quantitative study to measure the impact of outcome expectations on social entrepreneurial intention.