• Journal of Service Research and Studies
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• v.8 no.2
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• pp.77-94
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• 2018

Internet-only bank is one of the promising areas of Fintech industry. Kbank and Kakaobank launched services since 2017 in Korea. Experts estimated the younger generation including undergraduate students as target customers in the initial stage of the Internet-only bank in Korea. Thus, it is necessary to investigate factors influencing intention to use the Internet-only bank. Data were collected from undergraduate students studying in Seoul, Pusan, and Gyeongbuk province. The empirical study showed the evidence that four factors such as convenience, social influence, perceived privacy, and unverified risk had a significant influence on intention to use the Internet-only bank. However, economic benefit has no significantly influence on the intention. The present study focused on the influence of convenience and social influence and discussed the issues regarding convenience and social influence in more detail.

• The Journal of Society for e-Business Studies
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• v.23 no.3
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• pp.85-109
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• 2018

The rapid development of information and communication technology has made it for people to pirate digital contents easily and quickly. Although many studies have investigated the underlying factors that lead to an individual engaging in digital piracy, few studies have provided holistic and integrative view on this issue. Therefore, this study attempts to build integrative research model based on theory of planned behavior (TPB), norm activation model (NAM), and habit. For this purpose, this study develops nine hypotheses that explain the relationship between attitude, personal norm, habit, and behavioral intention, and tests them with survey data collected from 337 participants. The results of this study show that attitude, perceived behavioral control, personal norm, and habit have impact on behavioral intention of digital piracy while subjective norm does not affect behavioral intention. This study contributes to expand existing studies by identifying the relationship between attitude, personal norm, habit and behavioral intention.

• Journal of the Korea Society of Computer and Information
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• v.18 no.11
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• pp.181-190
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• 2013

This study first aims to investigate from the users' perspective what service is the most efficient to users and what service is relatively the most effective in contrast to investment among a variety of services provided by smartphone manufacturers, telecommunication companies, and related corporations. In addition, this research suggests implicatively important elements for making the future model of smartphone services. For this end, this study finds out the factors which generate users' positive or negative attitudes towards smartphone use through a questionnaire of those who are using smartphones at present. In particular, by applying Theory of Planned Behavior, this study analyzes the influence exerted by the user's belief towards the kinds of services by setting up Attitudinal Belief, Subjective Norms, and Control Belief which have an influence on attitude from the perspective of smartphone providing detailed services. The results of this study will eventually help the smartphone manufacturers, telecommunication companies, and related corporations to establish smartphone marketing strategy as well as to select the smartphone services which will have popular appeal to their users.

• The Journal of the Korea Contents Association
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• v.11 no.9
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• pp.443-452
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• 2011

This research aims at investigating the factors that affects the wearing of the nuclear protection equipment by radiology students. We measured the factors related to the wearing of the nuclear protection equipment based on the theory of planned behavior (TPB). We collected 192 survey records from 230 radiology students in Kwang-ju and Chun-nam providence who finished the clinical training. Based on Logistic Regression analysis, we found that the wearing of the nuclear protection equipment is statistically more probable as the level of study is lower, the scale of practicing hospital is smaller, the attitude rating is lower, and the rating of perceived behavioral control is higher. We argue that the development of educational program considering factors like the perceived behavioral control is required to enhance the degree of wearing the nuclear protection equipment in the clinical training of college students.

• Journal of Distribution Science
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• v.10 no.2
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• pp.53-62
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• 2012

Well-being is a reflection of current sociocultural trends that focus on the quality of life based on economic growth. Furthermore, organic food is believed to help people maintain good health and therefore leads to increased consumption of organic foods. Therefore, consumer interest in organic food is increasing, causing its market to grow, and this trend will be maintained in the future. The abuse of agricultural pesticides, gene manipulation, and bovine spongiform encephalopathy has caused consumers to worry about food safety. The well-being trend has also contributed to consumers' growing interest inorganic food and organic agricultural products. A consumer's choice offood is a complex processes affected by various factors. In particular, organic food is considered an individualistic merit good, considering the consumers' preferences related to certification policies. Therefore, various factors such as personal characteristics and sense of value could affect consumers' decisions. This research focused on an analysis of the factors influencing consumers' purchasing intention for organic food on the basis of an increase in organic food consumption. The research method was based on the theory of planned behavior (TPB). Factors such as consumer characteristics regarding food consumption, purchasing frequency, and other factors affecting purchasing intention were presented. The hypothesis was set using advanced research and stated that it is easier to forecast purchasing intentions by combining the theory of planned behavior and personal characteristics of consumer. The results show that two dimensions, attitude and perceived behavioral control, have statistically significant influence on the purchasing intention. It can be said that a positive attitude toward organic foods in particular increases the possibility of purchasing intention. In addition, consumers who consume more organic food products are more likely to have positive attitudes, and, in the past, purchasing frequency has positively influenced purchasing intention of organic foods. Consumers' negative feelings about the non-purchase of organic foods also showed a negative influence on purchasing intentions. In other words, even though consumers feel uncomfortable when not consuming organic food products, they do not try to purchase such products because of this feeling of discomfort. Furthermore, the subjective norm and the behavioral control of food-related involvement do not have a statistically significant influence on the purchasing intention or attitudes. This research verified the influence of factors related to purchasing intention. This study has several limitations: (1) even though consumers' responses can change based on the type of food, the types of food were not classified in this study; (2) future studies are necessary to analyze the attitudes of consumers on the basis of their purchasing experiences with organic foods.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.49-61
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• 2016

This study investigates the relationship between fear of failure of potential entrepreneur's psychological characteristics and entrepreneurial intentions using the mediation variables of planned behavior model. There are many existing prior research related to the entrepreneurial intentions, but they were mostly focused only entrepreneurial success factors. So in this study we focused on fear of failure of potential entrepreneur. To know the influence of the fear of failure related to entrepreneurial intention, we using the scale of PFAI (Performances Failure Appraisal Inventory). The purpose of this study is to examine an impact of fear of failure on entrepreneurial intention and add to mediating factors - attitude toward the acts, subjective norm, perceived behavior control - on the relationship between fear of failure and entrepreneurial intention. Also we examined entrepreneurial education as moderating effect in order to offset the fear of failure. In order to test research model, we collected data from 321 undergraduate students. To test the research questions and hypotheses, we employed SPSS 21.0 anf AMOS 18.0 for validity, reliability, confirmatory factor analysis, and structural model analysis. The results were as follows. First, the fear of failure negatively related to attitude toward the behavior and subjective norm. Second, attitude toward the behavior and subjective norm positively related to entrepreneurial intention in consistent with previous studies. Third, attitude toward the acts and subjective norm in TPB variables have full-mediation effects between fear of failure and intrepreneurial intention. Fourth, The moderating effects of entrepreneurial effect was not significant. The negative relationship between fear of failure and attitude toward the acts and subjective norm was even slightly stronger who have taken the entrepreneurial class group. We discuss the theoretical and managerial implications, and provide suggestions for future research.

• The Journal of Korean Institute for Practical Engineering Education
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• v.2 no.1
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• pp.64-70
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• 2010

The purpose of this study is to understand students' use intentions of Web Based Collaborative Learning (WBCL) system. To meet this purpose, we developed a research model based on the Decomposed TPB. This model contains 5 influencing factors: Explicit social influence(EXSI) and Implicit social influence(IMSI), Perceived Usefulness (PU), Perceived easy of use(PEOU), Perceived Playfulness(PP). Data was collected 254 university students from two different institutions. Also, the analysis is conducted to do the hypothesis testing by using PLS 3.0. The result shows that influence factors except PEOU have a important and significant impact on user Behavior Intention(BI). Using WBCL system and learning tool, team leader(that is referent) and members can be a good interaction. For these same reasons, We found that especialy Explicit social influence(EXSI) and Implicit social influence(IMSI) are special influence factors in reference group.

• Korean Journal of Clinical Pharmacy
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• v.25 no.4
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• pp.238-245
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• 2015

Background: Pharmacy schools newly adopted a 6-year program strengthening clinical knowledge since 2011 in Korea. The clinical training under the guidance of preceptors at hospital sites is a requisite for pharmacy students during the last year of undergraduate course. It has been rarely studied on the hospital pharmacists' perspective regarding being a preceptor or teaching pharmacy students. Objectives: This study aimed to examine the hospital pharmacists' intention toward student training and to identify the relevant factors among the individual pharmacists' characteristics and working environment within the theoretical frame of the Theory of Planned Behavior (TPB). Method: A mail-survey was conducted for pharmacists working in tertiary hospitals in Seoul and Incheon. The survey questionnaire consisting of 131 questions with a 5-likert scale was developed for investigating pharmacists' attitude, subjective norm, perceived behavioral control and the intention to teach pharmacy students as well as other demographic variables. To estimate the construct validity of components, factor analysis was conducted and Cronbach's alpha was calculated to estimate the reliability of the observed variables. Statistical analyses of one-way variance analysis and multiple regression analysis were performed using SPSS 18.0. Results: The survey response rate was 53% (116/210) and the three constructs of attitude (r = .519), subjective norm (r = .233) and perceived control (r = .392) have appropriate correlations with the intention, proving the appropriateness of using the TPB model. Pharmacists working in inpatient (mean = 3.45) and outpatient clinics (mean = 3.34) generally showed positive intention for teaching. The attitude (${\beta}=.432$, p < 0.01) and perceived control (${\beta}=.270$, p < .01) constructs were significant predictors of the intention. Both age (r = 0.246, p = 0.017) and length of career (r = 0.310, p = 0.002) were positively related with the perceived control. Conclusion: Hospital pharmacists showed generally positive intention to provide student training in spite of the concern on their limited perceived behavioral control. Future research to find the actual barriers pharmacists faced in educating students need to be conducted.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.31 no.1
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• pp.11-20
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• 2008

The purpose of this study is to identify the factors determining users' acceptance of individualized virtual community. While there has been considerable research on the Technology Acceptance Model (TAM) that has predicted whether individuals will accept and voluntarily use information systems, limitations of the TAM include the omission of an important characteristics of individual construct in the context of individualized community. Based on literature relating to the theory of reasoned action (TRA), the theory of planned behavior (TPB) and the TAM, this study extends the applicability of the TAM in a individualized community context, by adding characteristics of individual-based construct ("subjective norm", "self-efficacy", "self-presentation" and "sharing information to exchange various information") to the model. Analysis was conducted on using the structural equation modeling approach. The result supports the extended TAM in predicting users' intentions to using personalized community. Several implications for IT/IS acceptance research and individualized community service management practices are discussed.

• The Journal of Information Systems
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• v.26 no.2
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• pp.63-83
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• 2017

Purpose: In Korea, market size of social commerce has been increased steadily and highly, but profits of social commerce companies have been decreased because of excessive marketing cost. To overcome this stagnant market environment, new marketing strategy that could attract customers and make customers continue to use social commerce is required instead of cost consuming marketing strategy. The purpose of this study is to investigate the relationship among characteristics of social commerce - that is, economic value and information quality - usefulness, enjoyment, satisfaction and repurchase intention by applying motivation theory to the area of social commerce. Design/Methodology/Approach: Previous researches have been studied by applying Expectation-Confirmation Model (ECM), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Stimulus-Organism-Response (S-O-R) Model, although there are many studies related with customer acceptance model in the field of e-commerce. However, there is not so many studies in applying motivation theory. So this study adopts new approach to examine why customers use social commerce based on motivation theory. Thus, this study adopts economic value and information quality as antecedents, and then customers will perceive extrinsic and intrinsic motivation; usefulness is extrinsic and enjoyment is intrinsic, and adopts satisfaction and repurchase intention as a dependent variable. The data of questionnaire were collected from customers who have experience to buy something in social commerce. 228 questionnaires as data unit of individual level were collected using random sampling. Findings: This study proved empirically that the relationship between antecedents and motivation factors has a positive influence, and motivation factors also have a positive influence on repurchase intention through satisfaction. This study provides the managers an insight that social commerce companies should pay more attention to improve customer satisfaction in order to increase higher performance in repurchase intention of social commerce.