• 수산해양교육연구
• /
• 제25권4호
• /
• pp.848-862
• /
• 2013

This study shows how social presence(SP) dimensions influence online consumer's behavior in the social commerce(SC) context. It is expected that the results could be utilized in the development of SC websites. According to the results, the awareness and cognitive SP dimensions affected consumer trust, but affective SP did not. And then consumer trust toward SC websites as a belief affected attitude and intention of consumer. Thus, it was re-confirmed that a consecutive influential relationship in the theory of reasoned action, i.e., "belief-attitude-intention", was significant in SC context as well. Finally, it is required as a future research how to implement the awareness and cognitive SP dimensions in the SC websites.

• 한국의류학회지
• /
• 제26권12호
• /
• pp.1791-1803
• /
• 2002

국내 수입 캐주얼의류시장은 계속적인 성장을 거듭하고 있으나 이에 대한 소비자의 구매 의도에 대한 연구는 없는 실정이다. 따라서 본 연구는 소비자의 행동을 예측하는데 그들의 태도(Attitude)와 주관적 규범(Subjective Norm)을 고려하는 theory of reasoned action (Ajzen & Fishbein & Ajzen, 1975)에 의거하여 구매의도를 밝히고자 하였다. 본 연구의 자료를 위하여 서울시내에 거주하는 20대 이상의 남녀를 대상으로 설문조사를 실시하였다. 회수된 설문지 중 총 892부를 분석에 사용하였으며, 평균, 표준편차, 회귀분석을 실시하였다. 연구결과 소비자는 수입 캐주얼의류에 대한 구매 의도가 낮았으며, 이를 예측하는데 있어서 태도와 주관적 규범이 유의적인 결정 변수였다. 또한 주관적 규범이 태도보다 소비자의 구매의도를 예측하는데 있어서 더 중요한 결정 변수였다. 본 연구의 결과는 의류에 대한 소비자 행동의 문헌에 기여함과 동시에 국내 마케터(local marketer)와 국제 마케터(international marketer)의 마케팅전략 수립에 유용한 정보를 제시하여 준다.

• 한국경영정보학회:학술대회논문집
• /
• 한국경영정보학회 2007년도 International Conference
• /
• pp.959-965
• /
• 2007

최근 정보시스템의 개방성과 접근성의 확대는 조직 내 외부로부터 보안위협을 증가시키고 있다. 일반적으로 정보시스템은 패스워드를 이용하여 사용자 인증과 자료의 접근을 제한하고 있으므로 패스워드의 선택은 정보보안에 있어서 매우 중요하다. 적절한 패스워드의 선택은 정보시스템의 오 남용 방지 및 불법적인 사용자의 제한 등의 보안효과를 가져올 것이다. 본 연구의 목적은 정보를 보호하기 위한 적절한 패스워드선택을 위한 사용자의 보안행위의도에 미치는 요인을 분석하는 것이다. 이를 위하여 정보시스템 사용자의 적절한 패스워드의 선택에 영향을 미치는 핵심적인 요인으로 위험분석 방법론을 토대로 한 위험을 활용한다. 또한 위험을 사용자의 보안의식과 패스워드 관리지침을 패스워드 선택의 태도에 영향을 미치는 요인으로 보고, 사용자의 적절한 패스워드의 보안행위의도를 TRA (Theory of Reasoned Action)를 기반으로 모형을 설계하였다. 본 연구를 분석한 결과 정보자산이 위험에 관련성이 없는 반면, 정보자산을 제외한 위협, 취약성, 위험, 사용자의 보안의식, 패스워드 보안상태, 보안행위의도는 요인간에 유의한 영향을 미치는 것으로 분석되었다.

• International Journal of Internet, Broadcasting and Communication
• /
• 제15권2호
• /
• pp.89-101
• /
• 2023

The purpose of this study is to empirically analyze the rational decision-making process and perception differences of housing transactions in the market environment. It was designed through an analysis of the factors influencing housing sales based on the rational behavior theory model. Objective evidence was provided for the impact factors affecting the attitude towards housing sales, with the spouse and children being identified as significant influencers. Additionally, children and friends were found to have an impact on subjective norms related to housing sales, especially for unmarried individuals under 40 years of age and those with low income, who were found to be more influenced by their parents. It was also discovered that the influence of these factors varied based on age and income levels. Younger individuals tended to rely more on their parents or friends, while those with high incomes showed stronger willingness to purchase homes. The presence of beneficial infrastructure for children was found to directly influence the decision to purchase a home. The study also provided objective evidence that the decision to purchase a home is influenced not only by economic factors but also by continuous encouragement and information from those around the buyer. These findings demonstrate the importance of the influence of close acquaintances in the rational decision-making process of home buyers. However, this study only investigated a limited portion of the factors influencing housing sales, as the market is affected by a variety of financial and governmental policies. Therefore, future research should consider various complex factors simultaneously when analyzing the influence of housing sales.

• 디지털융복합연구
• /
• 제19권6호
• /
• pp.73-83
• /
• 2021

본 연구는 합리적행위이론을 기반으로 액션러닝 기반 창의성 프로그램을 이수한 학생들의 문제해결의도에 영향을 주는 요인들을 파악하고 이들 요인들 간의 영향관계를 살펴보았다. 연구결과, 첫째 문제해결에 대한 주관적 규범은 문제해결의도에 긍정적 영향을 주었고, 둘째 문제해결에 대한 태도는 문제해결의도와 유의미한 영향관계가 있는 것으로 나타났다. 셋째 액션러닝방법론을 적용한 특허출원교육 프로그램의 참여경험이 있는 학생의 경우 문제해결에 대한 태도와 문제해결의도와의 관계에 있어 긍정적 영향효과를 주는 것으로 파악되었다. 이러한 연구결과는 대학생들의 창의성 기반이 되는 문제해결의도를 제고하기 위해서 대학 내 문제해결에 대한 긍정적 가치 공유의 확산과 아울러 학생들 자기주도적 문제해결에 대한 긍정적 자세를 갖게 하는 것이 중요함을 확인하였다.

• Industrial Engineering and Management Systems
• /
• 제13권2호
• /
• pp.172-184
• /
• 2014

Economic growth with rising household income has put more vehicles on the roads worsening traffic congestion, road accidents, and air and noise pollution. This situation is further aggravated by the potential working population who choose to drive to work instead of taking public transportation. Public bus transport (PBT) plays an important role in alleviating these problems. PBT is underutilized in Malaysia, and there is an opportunity to increase ridership without substantial investment. Therefore, this study was conducted to investigate the factors that influence the use of PBT in Malaysia. The data were collected using structured questionnaires from 400 respondents. The results of the analysis show that the twin factors consisting of perceived satisfaction of and perceived importance by users towards safety and comfort of facilities and services offered by PBT are significantly related to intention to use those services. The satisfaction of availability of season tickets, the importance of reliability of bus schedule and time table, and the importance of ticket pricing are also significant. By providing insights for both public bus operators and the government, this paper contributes to mitigate the underutilization of PBT in Malaysia and the consequences of putting more vehicles on the roads. From the theory perspective, this paper also contributes by extending the theory of reasoned-action to transportation studies.

• 산업경영시스템학회지
• /
• 제31권1호
• /
• pp.11-20
• /
• 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.

• Asia pacific journal of information systems
• /
• 제30권3호
• /
• pp.513-531
• /
• 2020

Online Word-of-Mouth communication, or eWOM, has dramatically changed the way people network, interact, and share knowledge. Studies have examined why consumers choose to share knowledge online, especially online product reviews, as well as the motivations of individuals to share product ideas online. However, the role of gender in shaping the motivation and types of knowledge shared online has been given little consideration. Using concepts from Social Exchange Theory and the Theory of Reasoned Action, we address this research gap by developing and testing a model of gender's influence on knowledge sharing in a social media context. A PLS analysis of survey data from 257 students indicates that reputation, altruism, and subjective norms are key motivators for knowledge sharing intention in social media. More importantly, that gender plays a moderating role within the motivation-knowledge sharing relationship. We also find that subjective norms have a greater impact on knowledge sharing with women than with men. Collectively, our research results highlight individualized factors for improving customer participation in external facing social media for marketing and product innovation.

• The Journal of Asian Finance, Economics and Business
• /
• 제7권11호
• /
• pp.157-167
• /
• 2020

One of the concerns that have received substantial interest in the accounting field, in particular, in accounting education, is the increasing scarcity and demand for professional accountants around the globe. This study aims to investigate the effects of financial rewards (FR), parents' and peers' influence (PPIF), and benefits and cost (BCE) on students' intention to pursue a career in accounting. A quantitative, convenient random sampling approach was used, and an online survey was conducted to collect data from students studying in China. A total of 311 valid responses were used for model testing based on the theory of reasoned action and the theory of planned behavior. The findings of the study include the positive effects of FR, PPIF, and BCE on accounting career choice (ACC). This study illustrates that FR is the most dominant factor (β=0.479) for influencing ACC. Furthermore, the used factor explained 70% variation in ACC. The results of the study have implications both for accounting firms and universities whether offering or not offering accounting as a major. This study provides a global perspective, which keeps this study unique from other studies. And in this study, the Partial Least Square Structural Equation Modeling (PLS-SEM) has been used which is randomly used in accounting research.

• Journal of Information Technology Applications and Management
• /
• 제22권4호
• /
• pp.225-251
• /
• 2015

This paper analyzed factors for employees to violate information security policy in financial companies based on the theory of reasoned action (TRA), general deterrence theory (GDT), and information security awareness and moderating effects of perceived sensitivity of customer information. Using the 376 samples that were collected through both online and offline surveys, statistical tests were performed. We found that the perceived severity of sanction and information security policy support to information policy violation attitude and subjective norm but the perceived certainty of sanction and general information security awareness support to only subjective norm. Also, the moderating effects of perceived sensitivity of customer information against information policy violation attitude and subjective norm were supported. Academic implications of this study are expected to be the basis for future research on information security policy violations of financial companies; Employees' perceived sanctions and information security policy awareness have an impact on the subjective norm significantly. Practical implications are that it can provide a guide to establish information security management strategies for information security compliance; when implementing information security awareness training for employees to deter violations by emphasizing the sensitivity of customer information, a company should make their employees recognize that the customer information is very sensitive data.