• 마케팅과학연구
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• 제19권1호
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

• 수산해양교육연구
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• 제29권3호
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• pp.655-664
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• 2017

The purpose of this study was to verify the relationships among sport enjoyment, leisure satisfaction, and continuous participation intention in ski class. The study conducted a research survey through purposive sampling method. 280 questionnaires distributed and 271 were selected as final valid sample by removing 9 questionnaires that have insufficient answers. Hypothesis test on collected data was conducted by using SPSS 20.0 and AMOS 18.0 programs. The results were as followings. First, sport enjoyment factors a significant effect on psychological satisfaction, environmental satisfaction. Second, sport enjoyment factors had effect on re-participation intention, word of mouth intention. Third, leisure satisfaction had effect on re-participation intention, word of mouth intention. In addition, it had effect on continuos participation intention as the partial mediation of the leisure satisfaction.

• 한국임상보건과학회지
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• 제3권1호
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• pp.256-267
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• 2015

Purpose. The objective of this study was to investigate factors influencing turnover intention index of work environment, emotional labor by hospital nurses Methods. A survey was conducted with 290 nurses who were working hospital. Data were analyzed using descriptive statistics, t-test, ANOVA, Pearson correlation coefficients and multiple regression with SPSS window 18.0 program. Result. Findings revealed that; 1) The mean scores were 2.81 [range : 1-5] for work environment, 3.24 [range : 1-5] for emotional labor, 3.43 [range : 1-5] for turnover intention. 2) Pearson's correlation revealed work environment was negatively correlated with turnover intention but emotional labor positively correlated with the turnover intention. 3) Hrarchical multiple regression analysis showed work environment, ages, assign ward, period in current hospital, emotional labor significantly influenced turnover intention in hospital nurses. Conclusion. These findings can be utilized to development of strategies to improving the work environment, managing the emotional labor for decreasing turnover intention of hospital nurses so that can be long time.

• 한국응급구조학회지
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• 제17권3호
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• pp.39-51
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• 2013

Purpose: The purpose of the study is to investigate the influencing factors of turnover intention in hospital paramedics. The factors included the job condition, job stress, and turnover intention. Methods: The subjects were 200 paramedics in hospital. Data were analyzed using frequency, t-test or one way ANOVA, Pearson's correlation, and multiple regression analysis with SPSS WIN 20.0 program. Results: Job stress was 3.59 points; job condition, 2.96 points; turnover intention 3.64 points. When the job stress was high, the satisfaction with job condition was very low and the turnover intention increased. When the job satisfaction was high, turnover intention decreased. factors affecting the turnover intention were annual income, turnover frequency, workload, and working department, role conflict, and personal relationship. Conclusion: It is necessary to establish the job description of paramedics and improve the working condition in the hospitals.

• International Journal of Contents
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• 제6권4호
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• pp.90-100
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• 2010

As the reuse of content becomes a strategy for the entertainment industry, managerial insight on customers is needed to be cultivated in order to run a successful business. This study analyzes the impact of previous satisfaction on consumption intention for content in another medium. To do this, two data sets are collected: cases of movie-to-TV series and TV series-to-movie and analyze them using a structural equation modeling approach. The results of our analysis show that satisfied viewers of a movie tend to communicate their positive feelings via word-of-mouth communication and demonstrate repurchase intention of another medium afterward. However, satisfaction does not automatically lead to repurchase intention in another medium. While satisfied viewers of a TV series show a statistically positive repurchase intention for a movie, satisfied viewers of a movie do not show a direct repurchase intention for a TV series. This result demonstrates an asymmetric relationship between satisfaction and repurchase intention across media, and its strategic implications are further discussed.

• 한국의류산업학회지
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• 제4권3호
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• pp.235-242
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• 2002

The purpose of this study was to investigate the types of perceived risk of Internet shopping and the impact of perceived risk on purchasing behavioral intention of Internet shopping mall shoppers. A self-administrated questionnaire was e-mailed to INR research (www.inr.co.kr) panel who had purchasing experience of fashion product through Internet shopping mall. The perceived risk was reduced when the innovativeness increased and purchasing experience in Internet shopping mall increased. The financial risk had an effect on purchasing intention, and social/psychological risk had impact on revisiting intention and word-of-mouth intention negatively. The performance risk perception had significantly negative influence on word-of-mouth intention. Internet using time per week, purchasing experience and Internet innovativeness were positive impact on purchasing behavioral intention of Internet fashion product.

• 지식경영연구
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• 제18권3호
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• pp.37-62
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• 2017

Most of the managers know that knowledge sharing has to be precede to create knowledge which has competitive advantage of organizations. Until now the study on knowledge management placed emphasis on knowledge creation and knowledge sharing but there is few study on knowledge hiding. This study investigates the factors implicate on knowledge hiding intention and knowledge transfer intention of front-line workers and office workers and the implication on job performance of knowledge hiding intention and knowledge transfer intention. We collected sample data from 100 front-line workers and 250 office workers and verified hypotheses using Multiple Linear Regression. The result described that factors affect active and passive knowledge hiding intentions and factors affect knowledge hiding intentions of front-line workers and office workers are different.

• 한국항공운항학회지
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• 제27권1호
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• pp.1-9
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• 2019

The purpose of this study was to investigate the relationship among Calling, Role conflict, and Turnover intention of Republic of Korea Air force pilot. Specifically, we examined the mediating effect of Role conflict on the relationship between Calling and Turnover intention. Survey data from 211 Pilots in R.O.K. Air force bases were analyzed with Structural equation model, using AMOS 21.0. Results are as follows. First, Calling had negative relationships with Role conflict and Turnover intention. Second, Role conflict had a positive relationship with Turnover intention. Third, Role conflict partially mediated on the relationship between Calling and Turnover intention. These findings suggest that Calling may play a critical role in Turnover intention and Role conflict of R.O.K. Air force pilot. Finally, we discussed the implications of these results, limitations, and research suggestions for the future research.

• 웰빙융합연구
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• 제7권1호
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• pp.9-16
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• 2024

Purpose: This study explores the factors affecting purchase intention of smartphones among millennials. The study incorporates factors of brand equity, specifically brand awareness, brand loyalty, perceived quality and their mediation effect in purchase intention. Research design, data, and methodology: This study evaluates the role of brand equity factors in influencing purchase intentions by using structural equation modeling to analyze 197 respondents. Results: The findings indicate that brand loyalty, followed by brand awareness, and perceived quality are significant factors in determining customer purchase intention. Further, brand loyalty mediates the relationship between perceived quality and purchase intention, as well as between brand awareness and purchase intention significantly. Additionally, perceived quality mediates the relationship between brand awareness and purchase intention significantly. Finally, the serial mediation of perceived quality and brand loyalty significantly affects the relationship between brand awareness and purchase intention. Conclusions: This research has provided valuable insights into the relationship between brand equity and purchase intention among millennials supporting the Aaker's Model. Useful theoretical and managerial implications also have been provided.

• 복식문화연구
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• 제21권4호
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• pp.478-493
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• 2013

The purpose of this study is to examine the online WOM effect of blog review depending on brand awareness and message direction. The theory of planned behavior was applied to understand online WOM acceptance. A survey was conducted targeting female in 20s and 30s and 312 questionnaires were used for analysis. Frequency analysis, reliability analysis, t-test, and regression analysis were conducted using SPSS ver. 18.0. The results are as follows. First, purchase intention and online re-WOM intention are higher when brand awareness is higher. Second, subjective norm, perceived behavioral control, WOM acceptance intention, purchase intention and off-line re-WOM intention show higher values when negative information is afforded. Third, in type 1 (high brand awareness/positive message) and type 3 (low brand awareness/positive message), attitude, subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. In type 2 (high brand awareness/negative message), subjective norm and attitude have a positive effect on WOM acceptance intention. In type 4 (low brand awareness/negative message), subjective norm and perceived behavioral control have a positive effect on WOM acceptance intention. Forth, in type 1 and type 3, WOM acceptance intention has a positive effect on purchase intention, offline re-WOM intention and online re-WOM intention. In type 2 and type 4, WOM acceptance intention has a negative effect on purchase intention, and a positive effect on offline re-WOM intention. The results show that blog review has ripple effect on consumer behavior by affecting purchase intention and offline re-WOM intention.