• 농촌계획
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• 제24권2호
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• pp.31-45
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• 2018

The study aims to predict the behavior of tourists in Hadong County, which is registered as KIAHS. Based on the theory of planning behavior, we intend to verify the theory of planned behaviour, which adds descriptive parameters of the perceived value and prior knowledge of an agricultural heritage. In detail, first, the perceived value and prior knowledge of tourists about an agricultural heritage understand the influence of tourists' Attitude. Second, we could see the role of the behavioral factors in the causal relationship of the planned behavioral theory. We have identified the planned behavioral theory that attitudes, subjective norms, and perceptual behavior controls affect the intention of the revisit. Hadong should remember that by sending and providing various information about Hadong Green Tea and World Agricultural Heritage sites, it is possible to elicit changes in visitor attitudes and revisit visits.

• 아태비즈니스연구
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• 제3권2호
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• pp.8-15
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• 2012

Mobile Entertainment is the new era in mobile communication. Mobile Entertainment service is a combination of games, music, videos, chatting and telecommunication which has created a wide market in India. There is a variation between male and female customers towards Mobile Entertainment services. This study is aimed at analyzing gender impact of attitude, subjective norm, perceived behaviour control intention and behaviour towards mobile entertainment services. The Theory of planned Behaviour (TPB) provided a framework. Total 566 male and 376 female mobile users of different age groups participated in the research. The data analysis was conducted in three-stages. First, reliability tests were performed. Upon satisfactory results, confirmatory factor analysis (CFA) is used to analysis convergent, concurrent and discriminant validity of the model. Once the model was validated Structural Equation Model (SEM) Multi-group analysis is used to find the impact of gender behaviour towards Mobile entertainment services. The results of the study confirmed that the model is viable in predicting variation in gender impact on mobile entertainment services. The findings have revealed that attitude, perceived behaviour control and intention has a significant impact on behaviour to use mobile entertainment but subjective norm has no significant impact on behaviour to use mobile entertainment.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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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.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.381-389
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• 2021

The study examines differences in entrepreneurial intentions and its antecedents across countries and cultures. This study uses Ajzen's Theory of Planned Behaviour to compare the entrepreneurial intention of two diverse countries: Saudi Arabia and India. The study uses the non-parametric Mann Whitney U test and Structural Equation Modeling to analyze a sample of university students of the two countries. The study finds significant differences among the students of these two countries. The result indicates that entrepreneurial intention is higher in Indian students than their counterparts in Saudi Arabia. The result further indicates that attitude and perceived behavioral control explains entrepreneurial intention in both the countries. However, social norms are significant in explaining entrepreneurial intention only in India and not in Saudi Arabia. The findings of this study suggest that entrepreneurship has higher social approval in India when compared to Saudi Arabia. Social norms impact entrepreneurial intentions differently for India and Saudi Arabia. The study attributes the results to the differences in per capita income and socio-cultural norms in both countries. This study is one of the few that have explored cross-country entrepreneurial attributes as it addresses the research gap in terms of comparing entrepreneurial intentions of India and Saudi Arabia.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제18권4호
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• pp.1059-1074
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• 2024

The paper is an attempt to study the individual's intention to use mobile banking. In light of the results obtained from the study, the proposed model offers a better fit with the data and explains the intention of individuals to use mobile banking services. Government support, trust, and compatibility significantly contribute to the Perceived behavioral control of a bank customer to use mobile banking while Perceived ease of use, Perceived usefulness, Security and privacy, and risk have a significant positive impact on the attitude of the individuals to utilize mobile banking service. The study uses primary data and the final instrument was administered to 950 respondents, across the country of which 904 data were used for the analysis after editing to accommodate the missing values. The study has adopted structural equation modeling approach to analyze the relationships between the variables in the study. The proposed framework in this study can be utilized to identify the factors that promote the adoption of mobile banking practices and the study also has the potential to provide updated and comprehensive literature on mobile banking, which can accelerate future research in this field.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.827-839
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• 2021

The aim of the study was to examine the effect of trust, awareness, attitude, subjective norms, and behavioural control on intention and examine the mediating role of trust in the relationship between awareness and attitude. The population was Muslims in Bali Province, with a sample of 150 respondents. Quantitative analysis is used based on multivariate analysis using the SEM model with a variance-based PLS. The results are as follows: (1) knowledge has a significant positive effect on attitude. (2) Awareness has no significant effect on attitude. (3) Awareness has a significant positive effect on trust. (4) Trust has a significant positive effect on attitude. (5) Attitude has no significant effect on intention. (6) Subjective norm has a significant positive effect on intention. (7) Behaviour control has a significant positive effect on intention. (8) The role of trust is a conscious mediation that impacts attitude. The study provides insight into Islamic bank managers to meet prospective customers' expectations and identify their intention to become customers through managing trust, awareness, attitude, subjective norms, behavioural control, and intention in one unified whole as internal resource. This study enriches empirical evidence on the Theory of Planned Behaviour, which examines knowledge, awareness, and belief.

• 한국산학기술학회논문지
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• 제14권5호
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• pp.2349-2359
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• 2013

본 연구는 계획된 행위이론에 근거하여 중년기 여성의 유방자가검진의도와 행위에 영향을 미치는 요인을 예측하기 위한 구조모형 연구이다. 연구대상은 중년기 여성 217명을 대상으로 1차 의도조사를 실시한 후 1개월 이내의 유방자가 검진 실천 횟수를 조사하였다. 연구결과 모형의 적합 도는 ${\chi}^2$=1246.6 (p<.001), ${\chi}^2$/df=2.72, CFI=.831, TLI=.817, RMSEA=.089이었으며, 1개월 이내 유방자가검진 실천 율은 56.2%였다. TPB 변수의 설명력은 의도에 43.9%, 행위에 10.9%로 나타났다. 주관적 규범(${\beta}$=.364, p<.001)과 지각된 행위통제(${\beta}$=.553, p<.001)가 의도에 긍정적 영향을 미쳤으며, 행위에는 행위의도(${\beta}$=.768, p<.01)가 긍정적 영향을 나타냈다. 결과적으로 본 모형은 중년여성의 유방자가검진을 설명하는데 적합한 모형이며, 중년여성의 유방자가검진행위 증진을 위한 중재프로그램 개발은 행위의도 강화에 중점을 두어야 할 것으로 판단된다.

• 유통과학연구
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• 제20권5호
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• pp.75-84
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• 2022

Purpose: The paper employs the theory of planned behaviour, social identity theory, social presence theory, and social exchange theory to propose a model for using the social media platform Facebook in distributing information in universities. Research design, data and methodology: Data were obtained from 618 students at Hanoi University of Industry (HaUI) in Vietnam. The study used structural equation modeling in SPSS and the statistical analysis software AMOS version 24 to explore the information distribution role of Facebook. Results: Findings reveal that subjective norms and social presence play a key role in driving students to use Facebook for studying. In addition, university administrators can boost student satisfaction and academic achievement through Facebook. Interestingly, students who strongly identify with the brand name of the university have a strong connection with the university are more likely to engage in behaviors supportive toward the university. Conclusions: These findings show that Facebook had played a key information distribution role in universities. Thus, the study provides the executive board of the university and teachers can gain new understanding of why students employ Facebook for studying as well as capitalize on the platform to improve several operational metrics such as brand identification, student satisfaction, and academic achievement.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.817-828
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• 2021

This article aims to examine the intention to use Islamic microfinance by women entrepreneurs in Malaysia. Microfinance plays a significant role in developing the modern economy in the world by alleviating poverty, creating employment, and empowering women in society. The framework was built on Innovation and Diffusion Theory and Planned Behaviour Theory. The present study has adopted a quantitative research method, which focused on cross-sectional research design to address this problem. Primary data was collected and processed by using a 5-point Likert scale. For this research, a total of 178 questionnaires were distributed among women owners of micro-enterprises in Malaysia by using area collection sampling. To analyze the data, the SmartPLS 3 software package was used. This study developed seven hypotheses, all which have been supported both directly, indirectly, and mediated. This result will be beneficial in assisting policymakers, academics and future researchers who must consider the supported variables. Thus, the study contributes to developing a unique framework to assist women-owned micro-enterprise to success. It will be beneficial for practitioners to enhance women micro-enterprise success rate as well. Indeed, all of the grounded methods have implications both in theory and their main application for the business in SMEs.

• 자원ㆍ환경경제연구
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• 제16권3호
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• pp.701-721
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• 2007

진술선호법(stated preference methods)을 이용하는 비시장가치 연구의 핵심과제는 응답자 이질성(heterogeneity)에 대한 대응이라 해도 과언이 아니다. 기존 연구에서 이를 위해 사용되는 두 가지 접근법은 (1) 사회경제변수와 같은 응답자 특성변수를 간접효용함수에 포함시키는 것과 (2) 변수 추정치의 분산을 허용하는 mixed legit이나 probit과 같은 일반화된 모델을 적용하는 것이다. 본 연구에서는 심리태도변수(attitudinal variables)를 특성변수로서 사용하는 세 번째 접근법을 제시하고 검증하였다. 심리태도 변수는 초이스 모델링 연구에서 설명변수와 분할 지표변수(segmentation criteria)로 적용되었다. 연구결과에 의하면 심리태도변수는 모델의 신뢰성과 속성 변수 추정치뿐만이 아니라 지불의사액에도 영향을 주는 것으로 나타났다.